Advertising & IMC Principles and Practice, 10E Sandra Moriarty Test Bank

Type:

Test Bank

Resource:

Advertising & IMC Principles and Practice

Edition:

10th Edition

Author(s):

Sandra Moriarty Nancy Mitchell William D. Wells

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 1 Advertising 1) Which of the following is one of the basic functions of advertising?

A) identification B) entertainment C) competition D) public relations E) two-way communication Answer: A Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication 2) In which of the following marketing communication patterns does word-of-mouth play the most important role?

A) business to business B) business to business to consumer C) business to consumer D) consumer to business E) business to consumer to consumer Answer: E Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication 3) Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products?

A) the Renaissance B) the Industrial Revolution C) the Dot Com Revolution D) the Era of Integration E) the Scientific Era Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing

1 ..

4) Which of the following is NOT part of the modern definition of advertising?

A) is a paid form of communication B) has an identified sponsor C) is usually personal in nature D) provides information about products E) uses mass and interactive media Answer: C Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication 5) Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________.

A) advertising B) personal selling C) public relations D) sponsorship E) sales promotion Answer: A Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication 6) Advertising is usually paid for by the ________.

A) audience B) target C) agency D) advertiser E) media Answer: D Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing

2 ..

7) In traditional advertising, the message is conveyed through different kinds of ________ media using mostly ________ messages.

A) interactive; personal B) interactive; nonpersonal C) word-of-mouth; personal D) mass; nonpersonal E) mass; personal Answer: D Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 8) Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

A) trade advertising B) direct-response C) word-of-mouth D) specialties E) public relations Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 9) Communication with employees and shareholders about brands and campaigns is usually handled by ________.

A) sales promotion B) direct-response C) word-of-mouth D) specialties E) public relations Answer: E Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

3 ..

10) Marketers who have the objective of creating ________ are focused on getting people to talk about their brand.

A) customer value B) buzz C) social responsibility D) a campaign E) logos Answer: B Difficulty: Easy Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 11) ________ refers to all forms of communication about a brand that appear in a variety of media.

A) Integrated marketing communication B) Marketing communication C) Marketing network D) Brand identity E) Brand differentiation Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication 12) According to the rational view of the economic impact of advertising, which of the following is NOT a type of information that advertising provides to help consumers assess the value of a product?

A) price cues B) psychological appeals C) quality D) location E) reputation Answer: B Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

4 ..

13) In which scenario is advertising most likely to thrive in a society?

A) when demand exceeds supply B) when there is little price competition C) when public speech is tightly controlled by the government D) when consumers do not have disposable income E) when supply is greater than demand Answer: E Difficulty: Difficult Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign 14) The promotional tool of publicity is also known as ________.

A) buzz marketing B) sales promotion C) public relations D) direct-response E) marcom Answer: C Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 15) How many times did the "1984" commercial for Apple's Macintosh computer run?

A) 1 B) 2 C) 20 D) 50 E) more than 100 Answer: A Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign 16) Which of the following is considered a societal role of advertising?

A) creating a more rational economy B) reaching a mass audience C) serving an educational function D) making consumers focus on nonprice benefits E) all of the above Answer: C Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the fundamental concepts of marketing AACSB: Written and oral communication

5 ..

17) Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising.

A) brand B) local C) direct-response D) institutional E) public-service Answer: B Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 18) ________ advertising, which is the most visible type of advertising, focuses on the development of a long-term brand identity or image.

A) Retail B) Institutional C) Brand D) Nonprofit E) Public service Answer: C Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 19) ________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

A) Brand B) Local C) Direct-response D) Institutional E) Public service Answer: C Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

6 ..

20) The ________ behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation.

A) creativity B) media choice C) buzz D) strategy E) information Answer: D Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 21) Signs and posters are examples of ________ media.

A) interpersonal B) interactive C) digital D) outdoor E) broadcast Answer: D Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 22) Radio and television are examples of ________ media.

A) print B) interactive C) digital D) outdoor E) broadcast Answer: E Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

7 ..

23) Which of the following is NOT considered a major type of advertising?

A) brand B) retail C) direct-response D) institutional E) generational Answer: E Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 24) Brand advertising is also known as ________ advertising.

A) trade B) local C) consumer D) corporate E) public service Answer: C Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 25) ________ advertising is sent from one business to another.

A) Brand B) Retail C) Direct-response D) Institutional E) Trade Answer: E Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

8 ..

26) ________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view.

A) Brand B) National C) Public service D) Institutional E) Business-to-business Answer: D Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 27) Charities, foundations, associations, hospitals, orchestras, museums, and religious institutions advertise for customers, members, volunteers, and donations and other forms of program participation using which major type of advertising?

A) nonprofit B) public service C) consumer D) institutional E) trade Answer: A Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 28) Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

A) cause B) brand C) direct-response D) business-to-business E) public service Answer: E Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

9 ..

29) An advertising ________ is a set of related ads that are variations on a theme.

A) brand B) market C) campaign D) position E) target Answer: C Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 30) In the evolution of advertising, which of the following came before the Early Age of Agencies?

A) the Early Age of Print B) the Scientific Era C) the Creative Era D) the Era of Accountability E) the Era of Integration Answer: A Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing 31) In the evolution of advertising, P.T. Barnum is known for which of the following?

A) conducting one of the first full ad campaigns B) crafting the strategy of advertising as news C) identifying the pulling power of headlines D) scientifically measuring the effectiveness of advertisements E) introducing the concept of status appeal Answer: A Difficulty: Difficult Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing 32) The "Blue Books" published by the J. Walter Thompson agency published ________.

A) creative copy B) media data C) status appeals D) current Nielsen ratings E) cultural archetypes Answer: B Difficulty: Difficult Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing

10 ..

33) During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the first products to use ________.

A) the pulling power of headlines B) brand names C) status appeal D) cultural archetypes E) integrated marketing communication Answer: B Difficulty: Difficult Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing 34) Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

A) positioning B) targeting C) branding D) integrated marketing E) social responsibility Answer: B Difficulty: Easy Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing 35) Advertising regulations have been in place in the United States since the ________.

A) early 1900s B) end of World War II C) 1950s D) 1960s E) 1970s Answer: A Difficulty: Moderate Chapter LO: 1-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

11 ..

36) During the ________, corporations were challenged on questions of taste and social responsibility.

A) Early Age of Print B) Era of Accountability and Integration C) Early Age of Agencies D) Creative Revolution E) Scientific Era Answer: B Difficulty: Moderate Chapter LO: 1-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 37) Advertising begins with the ________, the person or organization that uses advertising to send out a message about its products.

A) supplier B) media C) agency D) advertiser E) vendor Answer: D Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 38) Which of the following companies is typically among the top advertisers in the United States?

A) Apple B) P&G C) the Gap D) McDonald's E) Marriott Answer: B Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign

12 ..

39) Which key player makes the final decisions about the target audience and the size of the advertising budget, in addition to approving the advertising plan?

A) advertiser B) media C) agency D) vendor E) audience Answer: A Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 40) When an advertiser hires an advertising agency, the advertiser becomes the agency's ________.

A) supplier B) client C) channel D) vendor E) vehicle Answer: B Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 41) Which of the following product categories is typically among the top ten advertisers in the U.S.?

A) housing B) telecom C) travel D) health services E) education Answer: B Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 42) Independent organizations that are hired by advertisers to create, produce, and distribute part or all of an advertising effort are known as ________.

A) mass media B) in-house agencies C) outside agencies D) media vehicles E) account services Answer: C Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 13 ..

43) Your local newspaper is an example of ________.

A) broadcast media B) outdoor media C) media channels D) one-to-one media E) user-generated media Answer: C Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 44) When creating an advertisement or complete campaign, it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

A) Outside agencies typically have fewer restrictions on getting ideas approved.

B) Outside agencies have creative expertise.

C) Outside agencies have media knowledge.

D) Outside agencies have workforce talent.

E) Outside agencies have the ability to negotiate good deals for clients.

Answer: A Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 45) Which of the following departments has the primary responsibility for managing the advertising process?

A) accounting department B) traffic department C) marketing services D) art studio E) print production Answer: C Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign

14 ..

46) Big companies may have hundreds of agencies working for them, but they normally have a(n) ________, which does most of their advertising business and may even manage the other agencies.

A) agency-of-record B) creative boutique C) media-buying service D) agency-of-importance E) media vehicle Answer: A Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 47) When using which type of advertising agency does an advertiser produce its own advertising?

A) home agency B) agency-of-record C) in-house agency D) creative boutique E) agency network Answer: C Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 48) Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

A) advertiser B) agency C) media D) vendor E) distributors Answer: C Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

15 ..

49) Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of which type of "key player" in advertising?

A) advertisers B) agencies C) media D) suppliers E) channels Answer: D Difficulty: Moderate Chapter LO: 1-3 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 50) Which of the following is NOT a reason an advertising agency might hire an outside supplier?

A) Only suppliers are able to produce commercials.

B) The agency lacks expertise in that area.

C) The agency may be overloaded.

D) The agency may want a fresh perspective.

E) Suppliers provide specialized services.

Answer: A Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 51) User-generated content is supplied by ________.

A) market researchers B) copywriters C) consumers D) media planners E) creative agencies Answer: C Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

16 ..

52) In an advertising agency, which of the following is responsible for internal tracking of completion of projects?

A) research and development department B) production department C) traffic department D) creative department E) copywriter Answer: C Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 53) A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

A) department B) holding company C) network D) account E) boutique Answer: E Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 54) Which of the following types of agencies would most likely be able to purchase media at a low cost because they can group several clients' purchases together?

A) creative boutiques B) media-buying services C) in-house agencies D) traffic departments E) full-service agencies Answer: B Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 55) In an advertising agency, which functional area acts as a liaison between the advertiser and the agency?

A) account services B) account planning and research C) creative development and production D) media research, planning, and buying E) internal operations Answer: A Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 17 ..

56) In an advertising agency, who is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

A) account executive B) account planning group C) traffic department D) copywriter E) human resources department Answer: B Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 57) Which of the following positions in an advertising agency is most closely involved with creative development?

A) account executive B) account planner C) media buyer D) copywriter E) management supervisor Answer: D Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 58) Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying?

A) account planning department B) art department C) traffic department D) print production department E) media department Answer: E Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign

18 ..

59) Until the 1990s, the main form of compensation for an advertising agency had been a ________.

A) set fee B) monthly retainer C) 5% commission on media billings D) 15% commission on media billings E) yearly retainer Answer: D Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 60) A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

A) set fee system B) value bill C) commission D) retainer E) performance incentive Answer: D Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 61) In a new trend in agency compensation called ________, agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget.

A) a retainer system B) the commission system C) performance incentives D) value billing E) the fee system Answer: C Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 62) Using value billing, an advertising agency is paid for its ________.

A) creative and strategic ideas B) media placements C) market research D) advertising executions E) share in the profits from a successful campaign Answer: A Difficulty: Easy Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 19 ..

63) In an advertising agency, the traffic department and print production are part of ________.

A) the media department B) internal operations C) account planning and research D) creative development E) account management Answer: B Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 64) The advertisers' desired impact on the target audience is formally stated as a(n) ________, which is the measurable goal or result that the advertising is intended to achieve.

A) objective B) promotion C) effect D) strategy E) image Answer: A Difficulty: Easy Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 65) ________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

A) Marketing communications (MC) B) Integrated advertising execution (IAE) C) Integrated promotional activities (IPA) D) Integrated marketing communications (IMC) E) Global marketing communications (GMC) Answer: D Difficulty: Easy Chapter LO: 1-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

20 ..

66) What is meant by the term effective with respect to advertising?

A) The advertising delivers the results the marketer has specified for the advertising.

B) The advertising wins creativity awards, such as the Effie or the Clio.

C) The advertising is remembered by at least 50 percent of the target audience.

D) The advertising results in increased sales.

E) The advertising media exposure was purchased at the lowest possible cost to reach the target audience.

Answer: A Difficulty: Easy Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 67) Which of the following awards is given to recognize the creativity of an advertisement?

A) the Clio B) the Effie C) the Silver Anvil D) the Reggie E) the Cassie Answer: A Difficulty: Moderate Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign 68) Kindles, iPhones, and iPads are all examples of ________.

A) broadcast media B) outdoor media C) personal media D) user-generated content E) traditional media Answer: C Difficulty: Moderate Chapter LO: 1-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 69) The Effie award is given to recognize advertisements that are ________.

A) integrated with other marketing efforts B) both creative and effective C) developed into complete advertising campaigns D) cost-efficient E) created by in-house agencies Answer: B Difficulty: Moderate Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign 21 ..

70) According to the principles of integrated marketing communication, it is critical for ________.

A) agencies to use consumer-generated content B) all messages about a brand to present the same basic strategy C) advertising to be developed in-house in order to maintain brand image control D) advertising messages to create buzz E) brand messages to be delivered through digital media rather than traditional media Answer: B Difficulty: Moderate Chapter LO: 1-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 71) Advertising is effective only for informing consumers about products and services.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 72) The sponsor is identified in an advertising message.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 73) Over the years, identification, information, and entertainment have been the basic functions of advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 74) Persuasion can involve emotional messages as well as information.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 75) Products can be services and ideas, as well as goods.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign 22 ..

76) Advertising can be used to transform a product into a distinctive brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 77) Though advertising is used to showcase brands, it cannot actually create consumer demand.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 78) As competition in a product category increases, prices tend to increase.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing 79) The eight major types of advertising include brand, retail/local, direct-response, directory, political, business-to-business, institutional, and nonprofit advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 80) The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 81) The objective of direct-response advertising is to create an immediate response from the consumer.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication

23 ..

82) Advertising sent from one business to another is known as direct-response advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 83) Trade advertising is also known as B2B advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 84) The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 85) During the Early Age of Print stage in advertising's evolution, ads looked like what we call classified advertising today.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 86) The strategy of "ads as news" was not introduced until after World War II. Answer: FALSE Difficulty: Difficult Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 87) An advertisement that uses puffery makes an exaggerated promise about the advertised product.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Written and oral communication

24 ..

88) The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Written and oral communication 89) The key players in advertising are the advertiser, the agency, the media, and the suppliers.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 90) Advertising begins with the agency.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 91) Typically, the advertiser initiates the advertising effort by employing the services of a creative boutique.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 92) In an agency, the person in charge of an advertiser's business is known as the "supplier manager."

Answer: FALSE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 93) It is typical for large companies to have only one advertising agency working for them, known as the agency-of-record.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 94) Newspapers, radio or TV stations, billboards, and so forth are known as media vehicles.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 25 ..

95) The primary advantage of advertising's use of mass media is that the costs are spread over the large number of people that these media reach.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 96) Freelance writers, lighting specialists, and printers are examples of suppliers.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 97) A freelance job typically pays better than a staff job in the short term.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 98) An in-house agency performs most, and sometimes all, of the functions of an outside advertising agency.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 99) Integrated marketing communication (IMC) means that ads can now be customized to individual consumers.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 100) A company that uses consumer-generated advertising will likely have to increase what it pays its agency-of-record.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign

26 ..

101) Digital media have led to increased word-of-mouth conversations about advertising among friends.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Information technology 102) Advertising does not serve a positive societal role.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 103) Advertising helps us shape an image of ourselves by setting up role models with whom we can identify. Advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use.

Answer: TRUE Difficulty: Moderate Chapter LO: 1-1 Course LO: Identify and analyze the major social criticisms of marketing 104) Companies that need close control over their advertising are more likely to use an agencyof-record than an in-house agency.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign 105) All award-winning ads are effective ads.

Answer: FALSE Difficulty: Moderate Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign

27 ..

106) Describe the roles performed by advertising in the functioning of our economy and society.

Answer: (1) Economic Role: In societies that have some level of economic abundance, in which supply exceeds demand, advertising moves from being primarily informational to creating demand for a particular brand. Through the growth of demand and competition, prices for a product begin to drop.

(2) Societal Role: Advertising has a number of social roles. It informs consumers about products, mirrors fashion design trends, and adds to consumers' aesthetic sense. It has an educational role in that it teaches about new products and how to use them. It helps us shape an image of ourselves by setting up role models that we can identify with and by giving us ways to express ourselves.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 107) Name and describe six of the eight common types of advertising.

Answer: (1) Brand Advertising. The most visible type of advertising is national consumer, or brand, advertising. It focuses on the development of a long-term brand identity and image.

(2) Retail or Local Advertising. The message announces facts about products that are available in nearby stores with the objective to focus on stimulating store traffic and creating a distinctive image for the retailer. Local advertising can refer to a retailer, manufacturer, or distributor who offers products in a fairly restricted geographic area.

(3) Direct-Response Advertising. This can use any advertising medium, including direct mail, but the message is different from that of national and retail advertising in that it tries to stimulate a sale directly.

(4) Business-to-Business Advertising. It is sent from one business to another and is not directed at general consumers.

(5) Institutional Advertising (a.k.a. Corporate Advertising). These messages focus on establishing a corporate identity or winning the public over to the organization's point of view.

(6) Nonprofit Advertising. Not-for-profit organizations advertise for customers, members, and volunteers, as well as for donations and other forms of program participation.

(7) Public Service Advertising. This type of advertising communicates a message on behalf of some good cause and is usually created by advertising professionals for free. Also, the media often donate the time and space.

(8) Specific Advertising Areas: This may include health care, green marketing, etc. This type of advertising addresses specific situations or issues.

Difficulty: Difficult Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

28 ..

108) Describe the Early Age of Agencies in the evolution of advertising.

Answer: The first ad agency was opened in 1848, and the J. Walter Thompson agency was formed in 1864. This agency is still in existence. Large-scale ad campaigns began, as well as the commission system for agency compensation. Professionalism in advertising began to take shape as advertisers and marketers became more concerned about creating effective ads. Different philosophies of advertising also began to take shape, such as "ads as news" and "truth well told."

The end of this era saw the introduction of brand names such as Baker's Chocolate and Ivory Soap. Many ads used puffery, or exaggerated claims, as well as artistic illustrations.

Difficulty: Moderate Chapter LO: 1-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 109) Name and describe the four key players in advertising.

Answer: (1) Advertiser—The person or organization that uses advertising to send out a message about a product. The advertiser initiates the advertising effort by identifying a marketing problem that advertising can solve. He or she makes the final decisions about the target audience and the size of the advertising budget, and approves the advertising plan. Finally, the advertiser hires the advertising agency, becoming the agency's client responsible for monitoring the work and paying the bills for the agency's work on its account.

(2) Advertising Agency—Creates the advertising. Outside agencies are often more efficient in creating an advertisement or a complete campaign than the advertiser would be on its own. Large advertisers participate in the advertising process either through their advertising departments or through their in-house agencies. Advertising departments act as a liaison between the marketing department and the advertising agency and other vendors. In-house agencies perform most, and sometimes all, of the functions of an outside advertising agency.

(3) Media—Composed of the channels of communication that carry the message from the advertiser to the audience as well as from the audience back to companies. Media are referred to as channels of communication, with mass media being the most cost-efficient form.

(4) Suppliers—The group of service organizations that assist advertisers, agencies, and the media in creating and placing the ads by providing specialized services. Members of this group include artists, writers, photographers, directors, and so on. The other players might hire a supplier because of his or her expertise, they may be overloaded, they might want a fresh perspective, and/or for cost efficiency.

Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

29 ..

110) Several ads for a company have won creativity awards. Does that mean the ads were effective? Explain your answer.

Answer: Not necessarily. Creativity awards, such as the Clios, are based on an ad's creativity alone. While the creative idea and execution are two of the fundamental concepts necessary for an ad to be effective, they are not necessarily sufficient. Effective ads are ones that satisfy consumers' objectives by engaging them with a relevant message that catches their attention, speaks to their interests, and remains in their memories. From a company's perspective, the ads achieve the company's marketing objectives, which are usually related to growth and sales, and contribute to the success of the business.

Difficulty: Difficult Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 111) When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product?

A) providing information B) providing product identification C) providing entertainment D) providing social value E) providing comparisons Answer: A Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 112) An email from Amazon.com offers free shipping on your next purchase of more than $35.

This is an example of ________.

A) sales promotion B) publicity C) public relations D) word-of-mouth E) mass media Answer: A Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

30 ..

113) Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which of the four functions of advertising does this best illustrate?

A) marketing role B) economic role C) societal role D) public service role E) institutional role Answer: C Difficulty: Moderate Chapter LO: 1-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 114) 6SecondAbs, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product. The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondAbs workout plan.

Viewers can call the 1-800 number provided in the infomercial to purchase the product directly.

To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this?

A) retail B) local C) public service D) direct response E) institutional Answer: D Difficulty: Easy Chapter LO: 1-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 115) Which of the following would most likely be created pro bono by an advertising agency?

A) an online direct-response advertisement for school supplies B) a trade advertisement for a computer components manufacturer C) an institutional advertisement designed to improve a company's image after a corporate ethics scandal D) a public service announcement designed to encourage families to regularly exercise together E) a nonprofit advertisement for a Methodist church encouraging new membership Answer: D Difficulty: Difficult Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 31 ..

116) The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super Bowl is the ________.

A) media vehicle B) agent C) message D) supplier E) client Answer: A Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 117) For the Truth® campaign, Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort.

A) advertiser B) media buying company C) client D) advertising agency E) advertising department Answer: D Difficulty: Difficult Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 118) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup. The medium of this ad is ________.

A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals Answer: B Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

32 ..

119) Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n) ________.

A) advertiser B) agency C) media D) supplier E) vehicle Answer: D Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 120) Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" is Bolls and Associates advertising agency using to produce the advertisements for their client?

A) advertiser B) agency C) media D) supplier E) vehicle Answer: D Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 121) Which of the following is an example of consumer-generated advertising?

A) Toyota's presence in online social networks B) Nike's Nike Plus running website C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight Answer: C Difficulty: Moderate Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

33 ..

122) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, website, and retail outlets. It uses the same models in its catalog and print ads, as well as on its website. Delia's works to make sure its public relations activities and sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

A) buzz marketing B) a full-service agency C) integrated marketing communication D) word-of-mouth marketing E) mass communication Answer: C Difficulty: Difficult Chapter LO: 1-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 123) The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars. From the advertiser's perspective, what is the most important benefit of placing an advertisement during the Super Bowl?

A) the ability to reach a mass audience B) the best media for introducing products C) the ability to make personal connections with consumers D) the likelihood that consumers will make an immediate purchase decision E) the persuasive nature of television commercials Answer: A Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 124) For an advertisement to be considered effective, what is the first thing it must do?

A) hold consumers' interest B) gain consumers' attention C) convince consumers to change their purchasing behavior D) convince consumers to continue buying the brand E) remind consumers of the brand and their positive feelings about it Answer: B Difficulty: Difficult Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

34 ..

125) The Truth® campaign is a series of advertisements run by the American Legacy Foundation. The campaign tries to reach teenagers with antismoking messages. Which of the following is most likely the objective of this campaign?

A) to encourage teens to buy products B) to change smoking legislation C) to reduce the percentage of teens who begin smoking D) to create a public service announcement E) to encourage teens to become politically active Answer: C Difficulty: Moderate Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 126) Which of the following advertising situations would LEAST likely be considered "puffery"?

A) Mr. Clean coming to a housewife's rescue B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes C) children immediately growing into attractive adults as a result of drinking milk D) a retired couple drinking a vitamin and protein shake and then going bicycling E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon Answer: D Difficulty: Difficult Chapter LO: 1-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Application of knowledge

35 ..

Refer to the passage below to answer the following questions.

Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes.

127) Because Polo Ralph Lauren wants to maintain close control over its image and advertising, which of the following statements is most likely true?

A) Polo Ralph Lauren will most likely use an outside advertising agency to develop and execute its advertising.

B) Polo Ralph Lauren will most likely use an agency-of-record to develop and execute its advertising.

C) Polo Ralph Lauren will most likely not use any outside resources, such as suppliers, to assist in developing and executing its advertising.

D) Polo Ralph Lauren will get better media rates by not using an advertising agency to purchase advertising time and space.

E) Polo Ralph Lauren will most likely use an in-house agency to develop and execute advertising.

Answer: E Difficulty: Difficult Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 128) When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company's brand identity and image by merely showcasing a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?

A) institutional advertising B) direct-response advertising C) brand advertising D) business-to-business advertising E) indirect advertising Answer: C Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

36 ..

129) Which of the following approaches would Polo Ralph Lauren most likely take in an advertising campaign?

A) puffery B) ads as news C) status appeal D) classified advertising E) truth well told Answer: C Difficulty: Difficult Chapter LO: 1-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 130) Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas.

Of the following, what type of awards might these have been?

A) Effie B) Clio C) Reggie D) Silver Anvil E) Halo Answer: B Difficulty: Difficult Chapter LO: 1-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 131) How has the introduction of interactive types of media changed marketing communication patterns?

Answer: Before the introduction of more interactive types of media, most marketing communication was business to consumer or business to business. Now, however, the role of personal communication is much more important, with consumers using digital media for twoway and multiple-way communication, such as word-of-mouth, about brands.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 132) Define advertising.

Answer: Advertising is paid persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with a target audience.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication

37 ..

133) How can advertising deliver one-to-one communication with a large group of people?

Answer: Direct-response advertising, particularly those types that use digital media, addresses individual members of a targeted group.

Difficulty: Difficult Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 134) Why is advertising often seen as the driving force in marketing communications?

Answer: Of all the marketing communication tools, advertising commands the biggest budget and accounts for the largest number of agencies and professionals.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 135) How does advertising create cost efficiencies?

Answer: Advertising creates cost efficiencies by increasing demand among a large group of people; this increased demand results in higher levels of sales and, ultimately, lower prices.

Difficulty: Difficult Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Application of knowledge 136) Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses. What type of advertising is this? Explain your answer.

Answer: This is an example of brand advertising because it was advertising of a brand that has national distribution and focused on the development of the brand's identity and image. Calvin Klein wanted to establish the image of the brand as being unique and sexy.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 137) How is public service advertising different from brand advertising?

Answer: Public service advertising does not seek to develop a brand identity or image, which is the aim of brand advertising. Instead, public service advertising is typically created pro bono (free of charge) and is aired or printed for free; the message is on behalf of a good cause, such as stopping drunk driving or child abuse.

Difficulty: Difficult Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

38 ..

138) How did increasing literacy rates and increased access to printed materials affect advertising in the Early Age of Print?

Answer: As printed materials—newspapers, books, and pamphlets—became more available, the first ads in these media also appeared. Newspaper and magazine ads began appearing in the 1700s.

Difficulty: Difficult Chapter LO: 1-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Reflective thinking 139) In the 1880s, advertising was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why." Explain what this means.

Answer: Lasker was one of the first to put forward a theory of advertising. According to him, an ad should make a claim about a product ("salesmanship") and explain the support behind that claim (a reason why).

Difficulty: Difficult Chapter LO: 1-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 140) In the 1930s, John Caples published Tested Advertising Methods, which discussed his theories about the pulling power of headlines. How did Caples' work change the style of advertising writing?

Answer: Caples' research led to a shift in advertising writing, which had been wordy and full of puffery. Caples' research led to more concise, fresh advertising copy.

Difficulty: Difficult Chapter LO: 1-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 141) In the 1960s and 1970s, Leo Burnett used cultural archetypes in his advertisements. What is a cultural archetype? Give an example.

Answer: For Burnett, a cultural archetype was a mythical character who represents American values. Examples include the Jolly Green Giant, Tony the Tiger, and the Pillsbury Doughboy.

Difficulty: Difficult Chapter LO: 1-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Reflective thinking

39 ..

142) Ads during the Super Bowl cost an advertiser $3 million for 30 seconds of time. Why would an advertiser pay this much for advertising time?

Answer: Super Bowl advertising can reach a mass audience. One of the big advantages of mass media advertising is that it can reach a lot of people with a single message in a very cost-efficient manner.

Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 143) Why was Apple's "1984" advertisement so effective?

Answer: Apple had the right product (a new PC) at the right time in the right place (advertised during the Super Bowl). The ad became news, generating tremendous publicity for Apple's new product.

Difficulty: Difficult Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 144) Several large corporations have multiple brand offerings in several product categories. How might such corporations organize for advertising?

Answer: Most large businesses have advertising departments (or marketing services) whose primary responsibility is to act as a liaison between the marketing department and the advertising agency (or agencies) and other vendors. Such companies may have hundreds of agencies working for them, but they normally have an agency-of-record, which does most of their business and may even manage other agencies.

Difficulty: Difficult Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 145) Why might an advertiser use an in-house agency?

Answer: Companies that need closer control over their advertising have their own in-house agencies. Large retailers, for example, find that doing their own advertising provides cost savings as well as the ability to meet deadlines.

Difficulty: Difficult Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

40 ..

146) Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses. Calvin Klein claimed that all the models in the ads were adults, but critics claimed that it did not look that way. It was reported that the ads were produced "in-house." Why do you think Calvin Klein used an in-house agency to produce these ads instead of an outside agency?

Answer: One reason advertisers use an in-house agency is so they can maintain complete creative control over their advertising and brand image. Calvin Klein is no stranger to controversial advertising. It would appear difficult to explain this creative idea to an outside agency, and an independent agency might not have been willing to produce such controversial advertising.

Difficulty: Difficult Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 147) A 30-second spot on a hit TV show can cost advertisers more than $600,000. Why is mass media considered cost-effective when it costs so much?

Answer: Although it's true that mass media advertising, particularly on television, is very expensive on an absolute basis, mass media advertising can be cost-effective because the costs are spread over the large number of people reached by the ad. For example, American Idol is one of the most popular TV shows, which means that advertisers will reach millions of viewers with one message.

Difficulty: Difficult Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge Refer to the following passage to answer the questions below.

Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs, and end tables, but mostly home-decorating accessories. She is also a certified interior decorator, and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far, and she decides she needs to promote her business.

148) If Joan decides to use advertising, what type of advertising will that be and what should it emphasize?

Answer: The type of advertising will be retail, or local, advertising, which is advertising that announces facts about products that are available in nearby stores with the objective of stimulating store traffic and creating a distinctive image for Joan's store. The advertising should emphasize the line of products offered in the retail store, but Joan should probably also stress her expertise, as many home decor stores for "do-it-yourselfers" do not provide that expertise.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 41 ..

149) What other communications tools besides advertising can Joan use? Give two specific examples.

Answer: There are several other marketing communications tools besides advertising that Joan can use to promote her business, including sales promotion, public relations, and direct response.

Sales promotion could include providing an incentive for repeat purchases through a loyalty buyer program, or she might offer a premium with the purchase of a major item, such as providing accent pillows with the purchase of a sofa. Joan could also attempt to get free publicity by getting interviewed by the local newspaper or going on a local television program providing decorating tips for do-it-yourself home decorators. She could also host free (or paid) home decorating seminars at her store, which is a type of event.

Difficulty: Moderate Chapter LO: 1-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Application of knowledge 150) Joan does not have a lot of resources to spend on promoting her business. What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?

Answer: The key players in advertising are the advertiser (Joan), advertising agency, media, and suppliers. Because Joan is a local retailer with limited geographic reach and limited financial resources, she would benefit from using local media, such as radio and newspapers. Many media organizations will assist advertisers in the design and production of advertisements, such as a retailer preparing an ad for the local newspaper. Some, such as radio or cable television, may even produce the advertisement for little or no charge. Local media also assist advertisers in gaining a better understanding of their target audience as well as setting reasonable objectives for their advertising. Suppliers, such as photographers and television production companies, may also be able to assist Joan in producing her ads. Finally, Joan could use a full-service advertising agency that will perform every function of advertising for her, but with her limited resources, this may not be feasible, or even necessary.

Difficulty: Moderate Chapter LO: 1-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

42 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 2 Brand Communication 1) Marcom is an abbreviation for ________.

A) marketing company B) marketing communication C) market company D) market communication E) market community Answer: B Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 2) The goal of marketing is achieved by matching a product's availability to the ________.

A) competition's availability B) previous year's level of sales C) company's production capabilities D) consumers' need, desire, or demand for the product E) legal limits of availability Answer: D Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 3) The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.

A) brand position B) point of differentiation C) brand communication D) added value E) integrated marketing Answer: C Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication

1 ..

4) The four tools of product, price, place, and promotion are collectively referred to as the ________.

A) product mix B) promotion mix C) marketing mix D) integration elements E) exchange elements Answer: C Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 5) The marketing mix is also known as the ________.

A) four Cs B) four Ms C) competitive advantage D) marketing channel E) four Ps Answer: E Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 6) You would most likely be able to purchase package goods at a(n) ________.

A) distribution warehouse B) fast food restaurant C) drugstore D) automotive retailer E) clothing store Answer: C Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 7) Which of the following are considered "key players" in the marketing industry?

A) marketers B) suppliers or vendors C) distributors or retailers D) agencies E) all of the above Answer: E Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing

2 ..

8) Which key player in marketing refers to the organization, company, or manufacturer producing the product and offering it for sale?

A) marketer B) supplier or vendor C) distributor or retailer D) agency E) brand manager Answer: A Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 9) The materials and ingredients used in producing the product are obtained from other companies that are referred to as the producer's ________.

A) marketers B) suppliers or vendors C) distributors or retailers D) agencies E) exchangers Answer: B Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 10) The complex network of vendors that produce components and ingredients which are then sold to the manufacturer is known as the ________.

A) network chain B) channel of distribution C) supply chain D) ingredient chain E) distribution chain Answer: C Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 11) The ________ refers to the various companies that are involved in moving a product from its manufacturer into the hands of its end buyers.

A) network chain B) distribution chain C) supply chain D) ingredient chain E) promotion network Answer: B Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 3 ..

12) What term is used to mean a place or a particular type of buyer?

A) market B) position C) channel D) demographic E) partner Answer: A Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 13) The percentage of the total sales in a product category that a particular brand has is called the brand's ________.

A) position B) market segment C) distribution D) share of market E) exchange Answer: D Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 14) Which of the following is NOT considered a main type of market?

A) consumer B) business-to-business C) channel D) institutional E) media Answer: E Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 15) ________ markets consist of people who buy products and services for personal or household use.

A) Consumer B) Business-to-business C) Channel D) Institutional E) Media Answer: A Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 4 ..

16) ________ markets consist of companies that buy products or services to use in their own businesses or in making other products.

A) Consumer B) Business-to-business C) Distribution D) Institutional E) Indirect Answer: B Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 17) ________ markets include a wide variety of profit and nonprofit organizations, such as hospitals, government agencies, and schools, that provide goods and services for the benefit of society.

A) Consumer B) Business-to-business C) Channel D) Institutional E) Distribution Answer: D Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 18) ________ markets are made up of members of a company's distribution chain.

A) Consumer B) Business-to-business C) Channel D) Institutional E) Media Answer: C Difficulty: Easy Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 19) Resellers in a channel market are also known as ________.

A) suppliers B) vendors C) intermediaries D) shareholders E) competitors Answer: C Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 5 ..

20) Most advertising dollars are spent on ________ markets.

A) consumer B) business-to-business C) media D) channel E) institutional Answer: A Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 21) Firms usually reach ________ markets through mass media and other marketing communication tools.

A) consumer B) business-to-business C) media D) channel E) institutional Answer: A Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 22) Trade journals and professional magazines are examples of ________.

A) mass media B) specialized media C) direct media D) personal selling E) trade markets Answer: B Difficulty: Moderate Chapter LO: 2-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 23) In marketing terms, "word-of-mouth" refers to ________.

A) brand communication B) personal communication C) relationship marketing D) personal selling E) direct marketing Answer: B Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 6 ..

24) In which type of personal selling does a sales clerk provide assistance for customers at a store?

A) prospecting B) field sales C) retail selling D) direct marketing E) lead selling Answer: C Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe the steps of the personal selling process and discuss the process of managing a sales force 25) In which type of personal selling does a representative make sales calls at a customer's place of business?

A) prospecting B) field sales C) retail selling D) direct marketing E) lead selling Answer: B Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe the steps of the personal selling process and discuss the process of managing a sales force 26) How a brand is different and superior in some way is referred to as ________.

A) brand parity B) brand equity C) competitive advantage D) psychological pricing E) brand meaning Answer: C Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing

7 ..

27) Which of the following does NOT add value to a product?

A) advertising B) convenience C) useful features D) branding E) All of the above add value to a product.

Answer: E Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing 28) Which of the following is NOT a way advertising adds value to a product?

A) making the product appear more desirable B) presenting the product as a status symbol C) making the product more convenient for consumers to buy D) providing news and useful information of interest to consumers E) All of the above are ways advertising adds value to a product.

Answer: C Difficulty: Difficult Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 29) Which marketing mix element includes product design and development, performance, branding, and packaging?

A) distribution B) branding C) product D) place E) promotion Answer: C Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing 30) Which marketing mix element includes personal selling, advertising, public relations, sales promotion, direct marketing, and events and sponsorships?

A) price B) distribution C) product D) place E) promotion Answer: E Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 8 ..

31) The promotion "P" of marketing is also known as ________.

A) product B) distribution C) price D) marketing communication E) differentiation Answer: D Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 32) Which element of the marketing mix includes distribution channels and market coverage?

A) product B) promotion C) price D) communication E) place Answer: E Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing 33) Which of the following is LEAST likely to be a factor on which the price of a product is based?

A) what the market will bear B) the amount of support provided by resellers C) the economic well-being of the consumer D) the consumer's ability to gauge the value of the product E) the relative value of the product Answer: B Difficulty: Difficult Chapter LO: 2-2 Course LO: Discuss strategies for setting and adjusting prices 34) A consumer's ability to gauge the value of a product is referred to as the ________.

A) psychological price B) price/value proposition C) exchange rate D) comparative price E) value exchange Answer: B Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss strategies for setting and adjusting prices 9 ..

35) Which pricing strategy uses marketing communication to manipulate the customer's judgment of value?

A) psychological pricing B) true pricing C) distribution pricing D) copy pricing E) customary pricing Answer: A Difficulty: Easy Chapter LO: 2-2 Course LO: Discuss strategies for setting and adjusting prices AACSB: Written and oral communication 36) Which pricing strategy is used to communicate a dramatic or temporary price reduction?

A) promotional pricing B) value pricing C) parity pricing D) copy pricing E) customary pricing Answer: A Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss strategies for setting and adjusting prices AACSB: Written and oral communication 37) Using ________, a marketer sets a high price for a product to make the product seem worthy or valuable.

A) prestige pricing B) value pricing C) distribution pricing D) promotional pricing E) customary pricing Answer: A Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss strategies for setting and adjusting prices

10 ..

38) When a company distributes its products directly to buyers without the use of a reseller, the company is using ________.

A) indirect marketing B) no-channel marketing C) direct marketing D) indirect channel marketing E) integrated marketing Answer: C Difficulty: Easy Chapter LO: 2-2 Course LO: Compare and contrast different approaches to value chain organization 39) Which of the following refers to the help provided to a customer before, during, and after a purchase?

A) customer service B) brand stewardship C) brand management D) relationship marketing E) integrated marketing Answer: A Difficulty: Easy Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing 40) Which strategy directs marketing efforts at the consumer?

A) push B) exchange C) pull D) coverage E) cooperative Answer: C Difficulty: Easy Chapter LO: 2-2 Course LO: Describe how retailers and wholesalers create value AACSB: Written and oral communication

11 ..

41) A(n) ________ strategy directs marketing efforts at resellers, and success depends on the ability of these intermediaries to market the product, which they often do with advertising.

A) push B) pull C) coverage D) direct E) exchange Answer: A Difficulty: Easy Chapter LO: 2-2 Course LO: Describe how retailers and wholesalers create value AACSB: Written and oral communication 42) Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer?

A) advertising B) sales promotion C) public relations D) personal sales E) customary marketing Answer: D Difficulty: Easy Chapter LO: 2-2 Course LO: Describe the steps of the personal selling process and discuss the process of managing a sales force AACSB: Written and oral communication 43) More companies are adopting the concept of ________, which is the practice of unifying all brand communication messages and tools as well as the messages from the marketing mix decisions.

A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) nonpersonal communication channels E) buzz marketing Answer: A Difficulty: Easy Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

12 ..

44) Integrated marketing communications produces better communications ________.

A) consistency B) sales C) simplicity D) variety E) independence Answer: A Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 45) Which of the following refers specifically to creating the intangible elements of a brand that make it memorable and meaningful to a consumer?

A) advertising B) branding C) exchanging D) marketing E) integrating Answer: B Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 46) Hamburgers and toothpaste are both examples of ________.

A) services B) ideas C) brands D) products E) markets Answer: D Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 47) A(n) ________ is a perception, often imbued with emotion, which results from experiences with and information about a company or a line of products.

A) advertisement B) brand C) tagline D) logo E) trademark Answer: B Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 13 ..

48) Which of the following is an intangible feature of a brand?

A) the product's design B) the product's performance C) the product's package D) the product's perceived value E) the product's ingredients or components Answer: D Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 49) Parity products are those that have ________.

A) no brand name B) few competitors C) few distinguishing features D) a store's label E) a generic label Answer: C Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 50) Which of the following is a tangible feature of a brand?

A) a person's feelings about the brand B) a person's experience with the brand C) the product's performance D) the product's perceived value E) the brand's image Answer: C Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 51) Which of the following exists in consumers' hearts and minds?

A) brand equity B) brand parity C) brand concept D) brand trademark E) brand license Answer: C Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make

14 ..

52) Which of the following was the top global brand, based on brand value, in 2012?

A) Google B) Apple C) Coca-Cola D) McDonald's E) Walmart Answer: B Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 53) Which of the following is NOT a desirable quality for a brand name?

A) It should suggest something about the product's benefits and qualities.

B) It should be easy to pronounce, recognize, and remember.

C) The brand should be a long word to get attention.

D) The name should translate easily into foreign languages.

E) It should be distinctive.

Answer: C Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Written and oral communication 54) A ________ is a legal sign that indicates ownership.

A) trademark B) logo C) brand D) patent E) brand position Answer: A Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 55) ________ refers to how consumers see a brand relative to the other brands in the product category.

A) Segmenting B) Targeting C) Differentiating D) Positioning E) Trademarking Answer: D Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make

15 ..

56) Bold, fun, exciting, and daring are all examples of ________.

A) brand promises B) brand positions C) brand personalities D) brand equities E) brand value Answer: C Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 57) Brand value comes in two forms: the value to the ________ and the value to the ________.

A) consumer; competitor B) consumer; corporation C) competitor; channel D) corporation; competitor E) shareholder; stakeholder Answer: B Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 58) Brand ________ programs offer customers rewards for repeat business.

A) value B) equity C) extension D) integration E) loyalty Answer: E Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 59) ________ is the intangible value of the brand based on the relationships with its stakeholders, as well as intellectual property.

A) Brand position B) Brand parity C) Brand image D) Brand identity E) Brand equity Answer: E Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make

16 ..

60) Which of the following measures the financial value the brand contributes to a company?

A) trademark B) copyright C) brand image D) brand identity E) brand equity Answer: E Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 61) ________ refers to the use of a brand name of a component in another product's advertising and promotion.

A) Co-branding B) Ingredient branding C) Inside branding D) Brand licensing E) Integrated branding Answer: B Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 62) A company that uses an established brand name with a related line of products is using a(n) ________.

A) co-brand B) ingredient brand C) brand extension D) licensed brand E) brand parity Answer: C Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 63) Which of the following is a strategy that uses two brand names owned by two separate companies to create a partnership offering?

A) co-branding B) equity branding C) brand licensing D) integrated branding E) parity branding Answer: A Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 17 ..

64) Using ________, a partner company rents another company's brand name and transfers some of that brand equity to another product.

A) co-branding B) equity branding C) brand licensing D) integrated branding E) parity branding Answer: C Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 65) Through its communication of a ________, a brand sets expectations for what a customer believes will happen when the product is used.

A) brand promise B) point of differentiation C) competitive advantage D) brand personality E) brand equity Answer: A Difficulty: Easy Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Written and oral communication 66) A ________ brand is one that is marketed in a single country.

A) house B) local C) regional D) store E) private Answer: B Difficulty: Easy Chapter LO: 2-5 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global

18 ..

67) A(n) ________ brand is available in a number of different countries in various parts of the world.

A) parity B) local C) regional D) extension E) international Answer: E Difficulty: Easy Chapter LO: 2-5 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global 68) A company that takes a ________ approach to international marketing tries to make accommodations in its marketing mix for cultural differences.

A) parity B) domestic C) global D) standardized E) localized Answer: E Difficulty: Moderate Chapter LO: 2-5 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Diverse and multicultural work environments 69) Brand relationship communication aims to do which of the following?

A) introduce a product B) demonstrate a product's effectiveness C) extend a brand's image to a new product D) highlight a competitive advantage E) build trust with customers Answer: E Difficulty: Moderate Chapter LO: 2-5 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

19 ..

70) Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts?

A) brand stewardship B) brand parity C) direct marketing D) indirect marketing E) viral marketing Answer: E Difficulty: Easy Chapter LO: 2-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Written and oral communication 71) The term stakeholders refers to customers of a product as well as employees of the company that produces and markets the product.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 72) The goal in marketing is to sell as many products as possible.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 73) The key players in the marketing industry include the marketer, suppliers and vendors, distributors and retailers, and marketing partners, such as agencies.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 74) The materials and ingredients used in producing the product are obtained from other companies who are referred to as distributors.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Compare and contrast different approaches to value chain organization 75) The channel of distribution refers to the complex network of suppliers who produce components and ingredients that are then sold to the manufacturer.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Compare and contrast different approaches to value chain organization 20 ..

76) The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Compare and contrast different approaches to value chain organization 77) Only manufacturers advertise.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 78) A market can refer to either a place or a particular type of buyer.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 79) Institutional markets consist of people who buy products and services for personal use.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 80) Institutional markets are made up of nonprofit organizations only.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 81) Package goods are most closely associated with the business-to-business markets.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 82) The only marketing mix element with communication effects is promotion.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication

21 ..

83) Product performance delivers the loudest message about a product and determines whether the product is purchased again.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing 84) Price copy is the focus of a great deal of retail advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing 85) The process of assessing whether there are identifiable groups within the market whose needs and wants intersect with the product and its features is known as point of differentiation.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing 86) The phrase "clicks or bricks" refers to whether a product is sold online or in a traditional store.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 87) The goal of brand communication is to create immediate sales to people who are shopping for a product.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 88) Information from the marketing mix can add value to a brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the fundamental concepts of marketing

22 ..

89) A push strategy directs marketing efforts at the consumer in an attempt to stimulate consumer demand.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe how retailers and wholesalers create value AACSB: Written and oral communication 90) In personal sales, leads are also known as prospects.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe the steps of the personal selling process and discuss the process of managing a sales force 91) Integrated marketing communication (IMC) is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a company.

Answer: FALSE Difficulty: Easy Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Information technology 92) Synergy is created when the components of integrated marketing communication have more impact as a whole than they would individually.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 93) The branding of an organization will occur even if a branding process is not managed.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 94) Advertising is the process of creating the tangible and intangible elements of a brand.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make

23 ..

95) Brand equity measures the financial value the brand contributes to the company.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 96) Co-branding means acknowledging a supplier's brand as an important product feature or component.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 97) In marketing terms, ROI stands for rate of interest.

Answer: FALSE Difficulty: Easy Chapter LO: 2-5 Course LO: Identify and describe the processes and tools of strategic marketing 98) Marketers who calculate ROI do not need to use other tools or techniques to evaluate the efficiency and effectiveness of their marketing communications.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-5 Course LO: Identify and describe the processes and tools of strategic marketing 99) The calculation of ROI identifies how much money a brand made in comparison to its expenses.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-5 Course LO: Identify and describe the processes and tools of strategic marketing 100) Word-of-mouth communication about a product is persuasive because people tend to have more faith in comments from friends and family members than in planned marketing communication messages.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Written and oral communication

24 ..

101) A car manufacturer buys tires from a tire manufacturer. These manufacturers are part of the institutional market.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 102) Businesses are more likely to use advertising in specialized media than in mass media to reach customers in business-to-business markets.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing 103) An IMC program is more complex than a traditional advertising plan.

Answer: TRUE Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing 104) Retailers and wholesalers who have created their own brands—such as Walmart's Sam's Choice beverages and food products—are participating in co-branding.

Answer: FALSE Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make 105) To maximize the toothpaste market in China, Crest needs to convince more of the Chinese population to brush their teeth three times a day. Crest is most likely to use a standardized approach for its marketing in China.

Answer: FALSE Difficulty: Difficult Chapter LO: 2-5 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge

25 ..

106) Describe the roles of the four key players in marketing.

Answer: (1) Marketer (Advertiser or Client): Any company or organization behind the product (i.e., the organization, company, or manufacturer producing the product and offering it for sale).

(2) Suppliers and Vendors: Companies that supply the materials and ingredients used in producing the product. In marketing practice these suppliers and vendors are partners in the creation of a successful product. The term supply chain refers to the network of suppliers who produce components that are sold to manufacturers.

(3) Distributors and Retailers: Companies that are involved in moving a product from its manufacturer into the hands of its buyer. The various companies involved in this are referred to as the channel of distribution.

(4) Marketing partners: These companies do all or part of the work of advertising, implementing the creative vision of the client (marketer), and helping it to reach its advertising goals.

Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 107) Name and describe the four main types of markets, and discuss characteristics of advertising targeted toward each market.

Answer: (1) Consumer markets consist of people who buy products and services for personal or household use. Just about any product an individual purchases, including clothing, food, books, health and beauty aids, and so forth can be advertised to consumers through mass media such as radio, television, newspapers, general consumer magazines, and direct-response media, such as direct mail. Businesses spend most of their advertising dollars on this market.

(2) Business-to-Business (B2B) markets consist of companies that buy products or services to use in their own businesses or in making other products. This market is typically reached through trade and professional advertising in specialized media, such as trade journals, professional magazines, and direct mail.

(3) Institutional markets include a wide variety of profit and nonprofit organizations such as hospitals, government agencies, and schools that provide goods and services for the benefit of society. This market is typically reached through the same means as industrial markets.

(4) Channel markets are made up of members of the distribution chain, also known as resellers or intermediaries. This market is also typically reached through the same means as industrial and institutional markets.

Difficulty: Difficult Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking

26 ..

108) How are the product, price, and place elements of the marketing mix involved in contributing communication effects in the marketing mix?

Answer: (1) Product: When a product performs well, it sends a positive message about the brand, communicating to the customer that it is OK to repurchase the product. On the other hand, when a product does not perform well, the message is that the customer should not repurchase the product.

(2) Price: The price of a product sends a message about its quality and status. The higher the price is, the higher expectations of quality and status consumers may have.

(3) Place: Where and how a brand is available contributes to the image of the brand. The objective is to match the distribution to the product quality, brand personality, and price.

Difficulty: Difficult Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 109) Explain the concept of integrated marketing communications.

Answer: IMC calls for recognizing all contact points where the customer may encounter the company and its brands. A company wants to deliver a consistent and positive message with each contact. IMC ties together all of the company's messages and images, avoiding the confusion that can arise from customers receiving varied messages from a variety of media.

Integration can create synergy, increasing the impact of a whole set of communications about a brand.

Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

27 ..

110) Describe the evolution of Procter & Gamble's Ivory soap. How does it illustrate the concept of branding?

Answer: P&G created identity elements for its brand Ivory before anyone had thought of making a bar of soap a distinctive brand. The Ivory brand identity system also called attention to innovative features of the product. In the 1800s, soap wasn't like it is today; indeed, it was homemade from lye, fats, and fireplace ashes. It was a soft jelly-like yellowish soap that would clean, but if it fell to the bottom of a pail, it dissolved into mush. The Castile bar, which was a pure white soap imported from the Mediterranean and made from the finest olive oil, was considered the benchmark for quality soap and was highly expensive. P&G discovered a formula that produced a uniform, predictable bar soap, which they provided in wooden boxes to both armies during the Civil War, introducing the concept of mass production. After the war there was a huge market for the soap because returning soldiers demanded the bars for home use. However, these bars were still yellow and sank in a tub of water. The problem was solved when P&G created a white soap that was much like the Castile bar. This bar became the "soap that floats" when extra air was accidentally whipped into it, making the bar lighter. This claim—"It floats"— became one of the world's greatest statements of a product benefit. The soap was named "Ivory soap," and it became a product that consumers asked for by name. P&G also discovered that Ivory had only 0.56 percent impurities, leading to the claim that it was "99 and 44/100 percent pure," which is one of the most famous slogans in brand history.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 111) Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year. The company's corporate brand value is estimated to be more than $107 billion. Which type of key marketing player does P&G represent?

A) marketer B) supplier or vendor C) distributor D) agency E) media Answer: A Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking

28 ..

112) Amco, Inc. manufactures small electronic components that become integral parts of the electronic systems in automobiles. Amco does not sell directly to auto manufacturers, but rather through brokers that are involved in selling the components to the auto manufacturers.

Additionally, another company is employed to deliver the goods. All of these organizations are part of the ________ in getting electronic component parts to the automobile manufacturers.

A) distribution network B) supply chain C) marketing network D) brand management E) parity chain Answer: B Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 113) Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker. Which marketing mix element does this strategy illustrate?

A) product B) price C) place D) promotion E) branding Answer: C Difficulty: Moderate Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 114) During the 2003 World Cup, which was held in Japan and South Korea, Puma got a wellknown sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world. Puma also discretely announced the sponsorship in its company-branded chopsticks, sake cups, and napkins. At the same time, Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events at the home furnishings store. Which marketing mix element does this strategy illustrate?

A) product B) price C) place D) promotion E) branding Answer: D Difficulty: Moderate Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 29 ..

115) A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

A) sales promotion B) personal selling C) public relations D) indirect marketing E) advertising Answer: B Difficulty: Moderate Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 116) An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.

A) personal selling B) direct marketing C) a push strategy D) a pull strategy E) public relations Answer: C Difficulty: Moderate Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 117) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

A) word-of-mouth influence B) public relations C) buzz marketing D) a push strategy E) a pull strategy Answer: E Difficulty: Moderate Chapter LO: 2-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

30 ..

118) Integrated marketing communications require a company's mass-market advertisements, website, email, and personal selling communications to all have ________.

A) equal portions of the advertising budget B) the same return on investment C) separate marketing objectives D) the same target audience E) a consistent message, look, and feel Answer: E Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing 119) Advertising, sales promotion, personal selling, public relations, and direct marketing are all promotional tools ________.

A) that should be integrated under the concept of integrated marketing communications B) used in business-to-business markets but not consumer markets C) used for push strategies but not pull strategies D) used for pull strategies but not push strategies E) used in consumer markets but not business-to-business markets Answer: A Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing 120) Harpo Enterprises maintains OWN (the Oprah Winfrey Network), a website, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

A) variety B) feedback C) consistency D) creativity E) convenience Answer: C Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

31 ..

121) Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?

A) The use of multiple marketing communications channels is advantageous.

B) The use of a single marketing communications channel is advantageous.

C) Long-term relationships with customers are best nurtured through sales promotion.

D) Long-term relationships with customers are best nurtured through public relations.

E) Short-term relationships with customers are more profitable than long-term relationships with customers.

Answer: A Difficulty: Difficult Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 122) Peter purchased an inexpensive necklace from a department store to give to his sweetheart, Julie, on Valentine's Day. He didn't want her to know that he did not spend very much for the jewelry, so he put it in a box he had from an upscale jewelry store that sells only expensive items. When Julie unwrapped her gift, she was excited to see that it came from this store and absolutely loved the necklace Peter gave her. Which key concept of marketing does this illustrate?

A) push strategy B) branding C) integration D) pull strategy E) distribution Answer: B Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 123) Laurie owns a 2011 Honda Accord, which is the third Honda vehicle that she and her husband have owned. They describe themselves as a "Honda family" and intend to purchase another Honda automobile when their daughter gets her driver's license. They know and trust Hondas. Which key concept of marketing does this illustrate?

A) brand framework B) brand relationship C) brand personality D) cause marketing E) organization identity Answer: B Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking

32 ..

124) When Tylenol pain relief capsules were tampered with in 1982, resulting in the death of several consumers, the manufacturer pulled all of its products from store shelves, redesigned packaging to resist tampering, and reintroduced noncapsule forms of the product. This was very expensive for Tylenol to do, but the company knew that the reputation, meaning, and value that its brand name had acquired over time held financial value. Today, Tylenol brand medications have the reputation of being high-quality products. The reputation, meaning, and value that the Tylenol brand name has acquired over time is known as ________.

A) brand personality B) trademark C) brand framework D) brand relationship E) brand equity Answer: E Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 125) Intel manufactures computer chips that are part of several personal computer manufacturers' finished products. Intel and the computer manufacturers realized that customers valued the superior quality of Intel computer chips and were asking whether or not the computer they were considering purchasing contained an Intel computer chip. As a result, Intel and computer manufacturers started communicating through advertising and other promotional tools that there's "Intel Inside." This is an example of ________.

A) primary branding B) secondary branding C) supply chain branding D) component branding E) ingredient branding Answer: E Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 126) An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

A) co-branding B) brand extension C) ingredient branding D) brand licensing E) rebranding Answer: B Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 33 ..

127) Which of the following adds primarily psychological value to a product?

A) branding B) quality C) features D) convenience E) service Answer: A Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 128) Which of the following is an advantage offered by co-branding?

A) Manufacturers do not have to invest in creating their own brand names.

B) Retailers have exclusive products that cannot be purchased from competitors.

C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.

D) Advertising, sales, promotion, and marketing do not need to be as carefully coordinated.

E) Brand equity is stabilized.

Answer: C Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking Refer to the following passage to answer the questions below.

Johnson & Johnson manufactures health and beauty aid products under several brand names. The company sells its products to end consumers through retail stores such as grocery, drug, and discount stores. J&J employs a sales force that calls on intermediaries, such as wholesalers and retailers, and spends part of the promotion budget on trade deals to influence intermediaries to carry the company's brands. The remainder of J&J's promotion budget is spent on mass advertising and sales promotions, such as coupons, targeted toward consumers.

129) Which promotion strategy is J&J pursuing?

A) push B) zero channel C) direct D) pull E) push and pull Answer: E Difficulty: Moderate Chapter LO: 2-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

34 ..

130) J&J also markets its Tylenol brand of pain relievers to hospitals. What type of market is that?

A) consumer B) primary C) institutional D) reseller E) secondary Answer: C Difficulty: Moderate Chapter LO: 2-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 131) What is the difference between a supply chain and a distribution chain?

Answer: A supply chain is made up of suppliers who produce components and ingredients that are sold to a manufacturer; a distribution chain is made up of all the companies that move a finished product from the manufacturer to its buyers.

Difficulty: Moderate Chapter LO: 2-1 Course LO: Compare and contrast different approaches to value chain organization AACSB: Analytical thinking 132) What are the typical communication goals in a product launch?

Answer: When introducing a new product or brand with a product launch, a company's communication goals are typically to build awareness of the new brand, explain how the new product works, and identify how it is different from competitors' products.

Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 133) Blenco, Inc. is a manufacturer of frozen breakfast products, such as biscuits, pancakes, and waffles. Blenco does not spend any money on consumer advertising or promotions, but rather concentrates its promotion budget on intermediaries in the channel of distribution. What promotion strategy is Blenco pursuing, and which promotion tools are most appropriate for implementing this strategy?

Answer: Blenco is pursuing a push promotion strategy that concentrates the flow of marketing communication on the members of the channel of distribution rather than on end consumers.

Blenco is most likely utilizing trade deals, trade advertising, and personal selling to get its products in the channel of distribution.

Difficulty: Difficult Chapter LO: 2-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge

35 ..

134) You just interviewed for a job with Dial, Inc. and learned that they are looking for someone who will call on grocery, drug, and convenience stores to sell and service Dial's health and beauty aid items to these types of retailers. What type of personal selling does this represent?

Answer: Field sales. Field sales are a type of personal selling that includes calls at the place of business by a field representative.

Difficulty: Moderate Chapter LO: 2-2 Course LO: Describe the steps of the personal selling process and discuss the process of managing a sales force AACSB: Analytical thinking 135) How does integrated marketing communication (IMC) build brand identity?

Answer: IMC builds brand identity and strong customer relationships by tying together all of the company's messages and images.

Difficulty: Moderate Chapter LO: 2-3 Course LO: Identify and describe the processes and tools of strategic marketing 136) What kind of control does a company have over the meaning of one of its brands?

Answer: A company owns a brand name and a symbol, and can certainly influence what people think about the brand. However, the brand meaning is ultimately created by consumers because the meaning exists in their minds, derived from their own experiences with the brand.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 137) Consider such brand names as A1 Steak Sauce, 409, A & D Ointment, A & W Root Beer, and Super 8. Why might such names with alphanumeric characters aid in brand name selection?

Answer: Such brands are easy to pronounce, easy to recognize, and easy to remember.

Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 138) What is the difference between an intangible feature and a tangible feature?

Answer: A product's tangible features, such as design and performance, can be observed or touched. Intangible features, such as brand image, are not physical and cannot be touched or observed.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking

36 ..

139) Why are the intangible features of a brand just as important as the tangible features of a brand?

Answer: Intangible features such as personal experience create the emotional bonds people have with their favorite brands, contributing to consumers' brand concept.

Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 140) Why is it important for a brand promise to be simple and honest?

Answer: Consumers who purchase the product and believe it does not live up to the promise will develop a negative image of the brand; they will be less likely to become loyal customers.

Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 141) How does a brand name add value to a product?

Answer: Quality and consistency can be identified through a brand; experience with or knowledge of another's experience with a brand helps a buyer know what features, benefits, and quality to expect from a product.

Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 142) Explain why someone would rather have a Rolex watch than a Timex watch, which is as reliable as a Rolex but considerably less expensive.

Answer: Although both are well-known brands, Rolex has built its brand image on quality and luxury. It's a status symbol to own a Rolex, and the watch is perceived more as a piece of jewelry than merely a timepiece. Timex is known as an inexpensive, reliable timepiece. Through effective branding, Rolex has transformed this product by creating a special meaning for it, and the meaning of the brand tells something about the person wearing that brand.

Difficulty: Difficult Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Reflective thinking 143) What is a brand loyalty program? Give an example of one.

Answer: A brand loyalty program offers consumers rewards for their repeat business. Any program that awards points, money, or free products for repeated purchases could be used as an example.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 37 ..

144) When Dell computer indicates in its ads and on its computer boxes "Intel inside," what type of branding is this, and why does Dell do this?

Answer: This is called ingredient branding, which means acknowledging a supplier's brand as an important product feature. Dell knows that the quality and reputation of the Intel brand of computer chips adds value to its product and wants to communicate that to buyers.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 145) How do marketing managers use ROI? Answer: ROI stands for return on marketing investment. It is a calculation that marketing managers can use to determine the relationship between what a marketing program cost and what it delivered in sales.

Difficulty: Moderate Chapter LO: 2-5 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 146) What types of products would be successful with standardized global marketing?

Answer: Products that require no change to the product itself or to the product's promotion would follow a standardized marketing mix.

Difficulty: Moderate Chapter LO: 2-5 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 147) What is relationship marketing and why is it important?

Answer: Relationship marketing has shifted the focus from increasing one-time purchases to increasing repeat purchases and maintaining long-term brand loyalty. Relationship marketing can be directed at all of a brand's critical stakeholders, from consumers to employees and suppliers.

Difficulty: Moderate Chapter LO: 2-5 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 148) How are the ideas of buzz and viral marketing related?

Answer: Buzz means that people are talking about a brand, whether in person or online. Viral marketing is a type of buzz that refers to the rapid spread of marketing communication—whether generated by consumers or by the company—through a wide network of contacts on the Internet.

Difficulty: Moderate Chapter LO: 2-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

38 ..

Refer to the passage below to answer the following questions.

Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and stronger than other types of materials, such as wool or cotton, and costs more. However, many consumers of these products were not aware of the advantages of Gore-Tex when comparing products and were put off by the very high price. To change this, Gore-Tex hired an advertising agency to assist in creating a special meaning for the brand and to communicate the advantages to end-user consumers. Gore-Tex also worked with the manufacturers of the products into which Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used in their products.

149) Which key concept in marketing is illustrated by Gore-Tex's desire to create a special meaning for it, and how can advertising help accomplish this?

Answer: Branding is the process of creating a special meaning for a product, one that makes it distinctive in the marketplace and in its product category. Brand image is the result of communication as well as consumers' own personal experiences with the product. A brand, and the advertising behind it, creates familiarity. Advertising can also be used to communicate the distinctive advantage of Gore-Tex over other types of material.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 150) Manufacturers of apparel products using Gore-Tex include that information on their product labels as well as in their advertising. What is this known as, and why do these manufacturers do this?

Answer: This is known as ingredient branding, which means acknowledging a supplier's brand as an important product feature. Every contribution from the supply chain adds value to the product, and in practice, suppliers and vendors are partners in the creation of a successful product. The quality of the Gore-Tex brand of material enhances the quality of the finished products that it goes into.

Difficulty: Moderate Chapter LO: 2-4 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge

39 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 3 Brand Communication and Society 1) ________ results when an external message drives people to feel a need or want to buy a product.

A) Demand creation B) Direct marketing C) Social marketing D) Cause marketing E) Mission marketing Answer: A Difficulty: Easy Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 2) The question of whether advertising creates social values rather than merely reflecting them is known as the ________.

A) social-versus-economic debate B) competitive-versus-market power debate C) personal-versus-corporate debate D) personal-versus-social debate E) shape-versus-mirror debate Answer: E Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 3) A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group.

A) norm B) reference group C) symbol D) mean E) stereotype Answer: E Difficulty: Easy Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

1 ..

4) Which of the following states a message that is untrue?

A) puffery B) comparative advertising C) image advertising D) product demonstrations E) false advertising Answer: E Difficulty: Easy Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 5) Which of the following is a term that describes what happens when Western culture is imposed on others?

A) marketing imposition B) cultural imposition C) cultural imperialism D) demand creation E) marketing elitism Answer: C Difficulty: Easy Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 6) Some Asian and Middle Eastern countries are critical of what they see as America's materialism and disrespectful behavior toward women and elders and are worried that advertising will encourage their young people to adopt these viewpoints. It is most accurate to say that these countries are concerned about ________.

A) marketing ethics B) deceptive advertising C) social decline D) social responsibility E) marketing imperialism Answer: E Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing

2 ..

7) ________ refers to advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts.

A) Puffery B) Manipulative advertising C) Deceptive advertising D) Comparative advertising E) Endorsement Answer: A Difficulty: Easy Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 8) Which of the following is true regarding customs?

A) Customs can be stronger than laws.

B) Customs are easily identified and explained.

C) Customs are basically the same around the world.

D) Customs have little impact on the effectiveness of advertising.

E) Only natives of a culture can ever understand local customs.

Answer: A Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 9) Which of the following does NOT describe a claim that uses puffery?

A) a claim that is obviously exaggerated B) a claim supported by a set of facts C) a claim that is vague D) a claim supported by subjective opinions E) a claim that can't be proven or disproven Answer: B Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

3 ..

10) Advertisements for which of the following types of products are most heavily criticized for using misleading claims?

A) automobiles B) weight loss products C) travel packages D) over-the-counter medicines E) snack foods Answer: B Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 11) Under U.S. law, businesses can seek damages from a competitor who misrepresents the nature, characteristics, qualities, or geographic origin of the company's product in ________.

A) puffery B) mission advertising C) demand creation D) comparative advertising E) claim advertising Answer: D Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 12) According to U.S. law, which of the following is NOT an element a company/plaintiff is required to prove to win a false advertising lawsuit about an ad containing a comparative claim?

A) False statements have been made about either product.

B) The ads actually deceived or had the tendency to deceive a substantial segment of the audience.

C) The offending advertiser intended to damage the complaining company's business.

D) The deception was "material" and likely to influence purchasing decisions.

E) Falsely advertised goods are sold in interstate commerce.

Answer: C Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

4 ..

13) A(n) ________ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.

A) endorsement B) comparative ad C) puffed ad D) one-sided message E) two-sided message Answer: A Difficulty: Easy Chapter LO: 3-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 14) A company that pays bloggers to pose as customers and post customer reviews online is using ________.

A) green marketing B) cause marketing C) shockvertising D) flogging E) networking Answer: D Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 15) Which of the following prohibits consumers from taking cash from manufacturers, suppliers, or their representatives for making recommendations, reviews, or endorsements, unless full disclosure is provided?

A) the Word of Mouth Marketing Association's ethics code B) the Council of Better Business Bureaus C) the American Association of Advertising Agencies' Creative Code D) the TARES Test of Ethical Advertising E) the Federal Trade Commission Answer: A Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

5 ..

16) Verbal or written words in an advertisement that indicate exceptions to the advertising claim made are known as ________.

A) ethics B) puffs C) endorsements D) testimonials E) disclaimers Answer: E Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 17) The main concern the FTC has when an advertiser makes substitutes for products during a demonstration (such as using a mixture of glue and water instead of ice cream) is whether the ________.

A) substitution is necessary B) demonstration uses puffery C) advertiser indicates that substitutes are used in the demonstration D) consumer knows substitutes are used in the demonstration E) demonstration falsely upgrades the consumers' perception of the advertised brand Answer: E Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 18) Cigarette advertising on ________ has been banned since 1971.

A) radio only B) television only C) the Internet only D) radio and television only E) radio, television, and the Internet Answer: D Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing

6 ..

19) Which of the following is NOT an element of the FDA's 1996 restrictions on tobacco advertising?

A) a ban on all in-store advertising located within 1,000 feet of a school B) a ban on outdoor ads within 1,000 feet of a school C) ads limited to black-and-white, text only, in magazines with 55 percent readership under the age of 18 D) $150 million provided to fund antismoking ads targeting children E) a ban on outdoor ads within 1,000 feet of a playground Answer: A Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 20) Which of the following best explains why the amount of prescription drug advertising has increased since 1997?

A) The American Medical Association approved the use of advertising to promote prescription drugs.

B) The federal government loosened its controls on the production of prescription drugs.

C) Pharmaceutical companies realized that a pull strategy would be more effective than a push strategy.

D) The federal government loosened its controls on pharmaceutical advertising.

E) Patents held by many pharmaceutical companies expired, resulting in price competition and heavy advertising.

Answer: D Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 21) Which of the following refers to the ethically questionable practice of companies paying or providing incentives for bloggers to post positive comments about products?

A) blogola B) puffery C) comparative advertising D) commercial speech E) substantiated claims Answer: A Difficulty: Easy Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

7 ..

22) As a part of new health care reform efforts, the United States government now requires health insurance companies to ________.

A) discontinue broadcast advertising B) discontinue direct advertising C) provide coverage for brand name medications only D) provide coverage for generic medications only E) spend at least 80% of the premiums they receive on medical care, not other costs such as advertising Answer: E Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 23) ________ are the "shoulds" and "oughts" of behavior.

A) Missions B) Ethics C) Regulations D) Customs E) Traditions Answer: B Difficulty: Easy Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 24) ________ are frameworks for right actions and are primarily the domain of religion and philosophy.

A) Missions B) Ethics C) Morals D) Customs E) Traditions Answer: C Difficulty: Easy Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

8 ..

25) Personal judgment and moral reasoning rest on ________.

A) explicit laws governing practice B) membership in a professional association C) an understanding of the law D) a sense of right and wrong E) a code of standards Answer: D Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 26) Many professions write a code of ________ to help guide practitioners toward ethical behavior.

A) morals B) ethics C) laws D) regulations E) missions Answer: B Difficulty: Easy Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 27) Which of the following codes is designed to help marketers and advertising specialists create transparent advertising in a fair, honest, and forthright manner?

A) FTC Improvement Act B) Principles and Practices for Advertising Ethics C) The Distilled Spirits Council Model D) National Advertising Review Board Rules E) Better Business Bureau of Practices Answer: B Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

9 ..

28) Adbusters.org is an example of a(n) ________.

A) professional advertising association B) anti-consumerist organization C) regulatory government agency D) public relations agency E) advertising institute Answer: B Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing 29) Which of the following organizations monitors and regulates direct-mail advertising material such as personal loan and credit card offers?

A) U.S. Patent and Trademark Office B) States' Attorney Generals C) U.S. Postal Service D) FCC E) FDA Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 30) Unfair methods of competition in commerce were declared unlawful by the ________.

A) 1906 Pure Food and Drug Act B) 1914 Federal Trade Commission Act C) 1938 Wheeler-Lea Amendment D) 1946 Lanham Act E) 1980 FTC Improvement Act Answer: B Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

10 ..

31) The FTC's policy on ________relies on the likelihood that the advertisement is misleading, the reasonability of the consumer's interpretation, and the probability of material injury.

A) puffery B) comparative advertising C) competitive advertising D) deceptive advertising E) corrective advertising Answer: D Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 32) Government oversight responsibility with respect to advertising includes ________.

A) professional discipline B) self-regulation C) laws and regulations D) right to refuse E) community group regulation Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 33) Which of the following gives the House of Representatives and the Senate joint veto power over FTC regulations?

A) 1980 FTC Improvement Act B) 1938 Wheeler-Lea Amendment C) 1946 Lanham Act D) 1906 Pure Food and Drug Act E) 1975 Magnuson-Moss Warranty/FTC Improvement Act Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

11 ..

34) According to the Supreme Court, commercial speech could be restricted for all of the following reasons EXCEPT which one?

A) It is untruthful.

B) It is harmful to the public.

C) It is deceptive.

D) It makes a political statement.

E) It is misleading.

Answer: D Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 35) The ________ prohibits unfair and deceptive acts and practices regardless of whether the competition is injured.

A) Lanham Act B) Wheeler-Lea Amendment C) National Advertising Review Council D) Pure Food and Drug Act E) Magnuson-Moss Warranty Answer: B Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 36) A brand, a corporate or store name, or a distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers is called a ________.

A) trademark B) copyright C) logo D) patent E) brand name Answer: A Difficulty: Easy Chapter LO: 3-3 Course LO: Describe the fundamental concepts of marketing

12 ..

37) Which of the following is true regarding a trademark?

A) It gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, for a period of time.

B) Controls for protection are provided by the Library of Congress.

C) The Department of Labor protects unique trademarks from infringement by competitors.

D) It identifies the seller's brand and differentiates it from the brands of other sellers.

E) It must be registered with the Federal Trade Commission, which gives the organization exclusive use of the mark, as long as the trademark is maintained as an identification for a specific product.

Answer: D Difficulty: Moderate Chapter LO: 3-3 Course LO: Describe the fundamental concepts of marketing 38) Under which of the following are unique trademarks protected from infringement by competitors?

A) Pure Food and Drug Act B) Wheeler-Lea Amendment C) Lanham Act D) Federal Trade Commission Act E) FTC Improvement Act Answer: C Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 39) A recent trademark issue is protection for URLs, which are ________.

A) patents B) trademarks C) Internet domain names D) self-regulating agencies E) consumer-interest groups Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Information technology

13 ..

40) A ________ gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, for a specified period of time.

A) trademark B) servicemark C) copyright D) patent E) brand name Answer: C Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 41) Which of the following CANNOT be copyrighted?

A) an advertisement B) an idea C) a package design D) an illustration E) a photograph Answer: B Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 42) Which of the following gave the FTC the authority to provide consumers methods for seeking redress or restitution for deceptive marketing practices?

A) Federal Trade Commission Act B) Telemarketing and Consumer Fraud Act and Abuse Protection Act C) Magnuson-Moss Warranty/FTC Improvement Act D) Wheeler-Lea Amendment E) 1980 Supreme Court ruling on Central Hudson Gas and Electric v. Public Service Commission of New York Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

14 ..

43) The most basic federal law that governs advertising is the ________ Amendment to the U.S. Constitution.

A) First B) Second C) Third D) Fourth E) Fifth Answer: A Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 44) Which Amendment to the U.S. Constitution states that Congress shall make no law "abridging the freedom of speech or of the press"?

A) First B) Second C) Third D) Fourth E) Fifth Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 45) ________ speech is speech that promotes buying and/or selling products.

A) Political B) Free C) Unregulated D) Commercial E) Regulated Answer: D Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

15 ..

46) In which case did the Supreme Court establish a test that determines to what extent the government can restrict advertising?

A) Valentine v. Chrestensen (1942) B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council (1976) C) Central Hudson Gas & Electric Corporation v. Public Service Commission of New York (1980) D) Cincinnati v. Discovery Network (1993) E) 44 Liquormart, Inc. v. Rhode Island (1995) Answer: C Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 47) ________ advertising features a product other than the primary, and usually controversial, product.

A) Deceptive B) Unfair C) Comparative D) Injurious E) Indirect Answer: E Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 48) What is the primary agency governing marketing communications?

A) FCC B) FTC C) FDA D) National Advertising Review Council E) National Advertising Division Answer: B Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

16 ..

49) Which federal agency oversees package labeling, ingredient listing, and advertising for food and drugs?

A) Federal Trade Commission B) Food and Drug Administration C) Federal Communications Commission D) Bureau of Alcohol, Tobacco, and Firearms E) National Advertising Division Answer: B Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 50) Which federal agency was formed to protect the public interest in radio and television broadcast communications?

A) Federal Trade Commission B) Food and Drug Administration C) Federal Communications Commission D) Bureau of Alcohol, Tobacco, and Firearms E) National Advertising Division Answer: C Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 51) The Federal Communications Commission (FCC) can take action against ________.

A) the media B) advertisers C) advertising agencies D) manufacturers E) suppliers Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

17 ..

52) Which of the following federal agencies has control over lotteries and mail fraud?

A) U.S. Postal Service B) FCC C) FDA D) U.S. Patent and Trademark Office E) Library of Congress Answer: A Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 53) Which of the following does NOT have governmental authority concerning some form of advertising regulation?

A) Bureau of Alcohol, Tobacco, and Firearms B) Federal Communications Commission C) U.S. Postal Service D) National Advertising Division E) Food and Drug Administration Answer: D Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 54) Which of the following was NOT required by the Children's Television Advertising Practice Act of 1990?

A) a 10.5-minute-per-hour ceiling for commercials in children's weekend television programming B) three hours of children's educational shows aired by all TV stations each week C) commercial breaks that are clearly distinguished from programming D) prohibiting the use of children's program characters to promote products in commercials E) a 12-minute-per-hour limit for commercials in children's weekday television programming Answer: B Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

18 ..

55) Which of the following was the agreement reached in 1996 between broadcasters, children's advocates, and the federal government?

A) limiting advertising to 10 minutes per hour in children's weekend television programming B) limiting advertising to 12.5 minutes per hour in children's weekday television programming C) limiting advertising to 10 minutes per hour in all children's television programming D) requiring all TV stations to air three hours of children's educational shows a week E) banning all advertising during children's television programming Answer: D Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 56) Advertising intended to mislead consumers by making claims that are false or by failure to make full disclosure of important facts, or both, is called ________.

A) puff advertising B) indirect advertising C) deceptive advertising D) unsubstantiated advertising E) injurious advertising Answer: C Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 57) For an advertisement to be ruled deceptive, the deception must influence consumers' decision making about products and services, which is known as ________.

A) misdirection B) puffery C) material injury D) substantiation E) double jeopardy Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

19 ..

58) Which of the following is NOT considered by the FTC when determining the reasonableness of a claim in an advertisement?

A) type and specificity of claim made B) type of product C) possible consequences of a false claim D) degree of reliance on the claims by consumers E) price of the product Answer: E Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 59) A ________ is the first step in the regulation process after the FTC determines that an ad is deceptive.

A) consent decree B) cease-and-desist order C) corrective advertising campaign D) consumer redress order E) deposition Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 60) Which of the following is NOT an FTC course of action for deception and unfair advertising?

A) consent decrees B) cease-and-desist orders C) incarceration D) corrective advertising E) consumer redress Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

20 ..

61) Which of the following statements regarding cease-and-desist orders issued by the Federal Trade Commission is FALSE? A) A cease-and-desist order requires that the deceptive or unfair practice by a business be stopped.

B) An advertiser accused of using deceptive advertising is entitled to legal representation in front of the presiding judge.

C) An advertiser can appeal the order to a full five-member commission.

D) A cease-and-desist order is the first step in the regulation process after the FTC determines that an ad is deceptive.

E) The process leading to the issuance of a cease-and-desist order is similar to a court trial.

Answer: D Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 62) Which of the following is the landmark corrective advertising case?

A) Valentine v. Chrestensen B) Warner-Lambert v. FTC C) 44 Liquormart, Inc. v FTC D) Nike v. FTC E) Cincinnati v. Discovery Network Answer: B Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 63) Which type of self-regulation occurs when an organization, such as an advertising agency, develops, uses, and enforces norms within its own practices?

A) industry self-regulation B) self-discipline C) social ethics D) self-regulation by public groups E) personal ethics Answer: B Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

21 ..

64) Several companies, such as AT&T, General Foods, and Colgate-Palmolive, have their own codes of behavior and criteria that determine whether advertisements are acceptable. Which type of self-regulation is this?

A) industry self-regulation B) self-discipline C) self-regulation by public groups D) personal ethics E) social ethics Answer: B Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 65) When an industry develops, uses, and enforces norms, this is known as which type of selfregulation?

A) industry self-regulation B) self-discipline C) social ethics D) professional ethics E) personal ethics Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 66) In 1971, what organization did several professional advertising associations, in conjunction with the Council of Better Business Bureaus, establish to negotiate voluntary withdrawal of national advertising that professionals consider deceptive?

A) Public Citizen B) American Legacy Foundation C) American Association of Advertising Agencies D) National Advertising Review Council E) American Advertising Federation Answer: D Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

22 ..

67) The two operating arms of the Advertising Self-Regulatory Council are the ________.

A) NAD and the NARB B) NAD and the AAAA C) AAF and the AAAA D) FTC and the FCC E) FTC and the NAD Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 68) Which arm of the National Advertising Review Council is made up of people from the field of advertising who evaluate complaints submitted by consumers, consumer groups, industrial organizations, and advertising firms?

A) National Advertising Division (NAD) B) National Advertising Review Board (NARB) C) American Association of Advertising Agencies (AAAA) D) Federal Trade Commission (FTC) E) American Advertising Federation (AAF) Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 69) If the National Advertising Division (NAD) and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to the ________.

A) National Advertising Review Board (NARB) B) American Association of Advertising Agencies (AAAA) C) Federal Trade Commission (FTC) D) American Advertising Federation (AAF) E) Federal Communications Commission (FCC) Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

23 ..

70) If the National Advertising Review Board (NARB) and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is most likely referred to the ________.

A) National Advertising Division (NAD) B) American Association of Advertising Agencies (AAAA) C) Advertising Review Council (ARC) D) American Advertising Federation (AAF) E) Federal Trade Commission (FTC) Answer: E Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 71) Critics of advertising tend to argue that advertising has the power to shape social trends and the way people think and act.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 72) An advertisement that is considered offensive in one context is considered offensive in all contexts.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 73) In comparison to the United States, Thailand and Hungary have stronger restrictions against tobacco advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 74) People who accuse advertisements of causing demand creation believe that advertisements cause people to buy things they do not need and cannot afford.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 75) The Children's Food and Beverage Advertising Initiative is a federal law regulating the marketing of so-called "junk food" to children.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 24 ..

76) An understanding of local culture and customs is important in international advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 77) According to federal regulations, a spokesperson who endorses a brand must use the brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 78) A code of ethics identifies how a professional in the industry must respond when faced with ethical questions.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 79) One potential benefit to shockvertising is that the controversy attracts attention and buzz.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing 80) A copyright is a brand, corporate or store name, or distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers.

Answer: FALSE Difficulty: Easy Chapter LO: 3-3 Course LO: Discuss the fundamental concepts of marketing 81) A copyright gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, indefinitely.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

25 ..

82) Common designs or symbols can be copyrighted.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 83) Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 84) The government can ban truthful commercial speech if it can be proven that the public good demands such restrictions.

Answer: TRUE Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 85) The Federal Trade Commission (FTC) is the primary agency governing the advertising industry.

Answer: TRUE Difficulty: Easy Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 86) The corrective advertising required by the Warner-Lambert v. FTC case shows how corrective advertising can change consumers' impressions created by deceptive advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

26 ..

87) With respect to prescription drugs, the Food and Drug Administration's primary job is to determine whether the drugs are marketed in a responsible way.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 88) The Federal Communications Commission (FCC) has the power to ban the airing of messages, including ads, that are deceptive or in poor taste.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 89) The Federal Communications Commission (FCC) has the authority to take legal actions against advertisers and advertising agencies.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 90) To be considered deceptive under FTC policy, a false or misleading advertisement must influence consumers' decision making about the product or service advertised.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 91) The current FTC policy on deception is clear and easy for advertisers to measure.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

27 ..

92) An advertiser should have data on file to substantiate any claims it makes in its advertisements.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 93) Advertisers must comply with a consent decree and stop the deceptive practice.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 94) The first step in the regulation process after the FTC determines that an ad is deceptive is the issuance of a cease-and-desist order.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 95) The process leading to the issuance of a cease-and-desist order is similar to that of a court trial.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 96) An advertising agency can be held liable along with the advertiser for deceptive advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 97) The media can reject ads that violate their standards of truth and good taste.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 28 ..

98) Virtually all major advertisers and advertising agencies have in-house ad review procedures, typically including reviews by agency and client attorneys.

Answer: TRUE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 99) The National Advertising Division (NAD) and the National Advertising Review Board (NARB) are government agencies that negotiate the voluntary withdrawal of national advertising that professionals consider deceptive.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 100) The Better Business Bureau is a government agency with the power to oversee advertising, particularly local advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 101) Because standards of good taste are generally consistent across a culture, creating general guidelines for good taste in advertising is straightforward.

Answer: FALSE Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing 102) A cereal maker that advertises its product as "the one that will make you smile" is using an exaggerated claim, not puffery.

Answer: FALSE Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 103) In advertising, an action that is legal is by definition ethical.

Answer: FALSE Difficulty: Difficult Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing 29 ..

104) A radio host who makes gender stereotyped references that are in poor taste could face action from the FTC. Answer: FALSE Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Analytical thinking 105) The concern that children may be exploited by certain advertising messages could be addressed by both the FTC and the FCC. Answer: TRUE Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 106) Discuss the key ethical issues of taste, stereotyping, use of sex appeal, and targeting children. How do advertising professionals deal with these issues?

Answer: (1) Taste and offensive advertising: Advertisers need to consider what might be considered bad taste or offensive by the target audience. The context in which the ads are viewed is also relevant.

(2) Stereotyping: Though stereotypes can be useful, this is a delicate area in advertising. Ads should not use stereotypes that rely on a characteristic that is so negative and exaggerated that it reduces the group to a caricature.

(3) Body image and sex appeal: Advertising that portrays women or men as sex objects can be considered demeaning and sexist, particularly if sex is unrelated to the product. Advertisements also influence cultural concepts of beauty; a focus on body perfection in advertising can lead to men and women placing their health at risk in order to look like models.

(4) Targeting children: Children are seen as more vulnerable than adult consumers. A current issue is related to selling soft drinks, candy, and food with high fat and sugar content to children.

Many believe that heavy advertising of such products has added to the growing obesity rate among the country's children.

Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

30 ..

107) Bob is a brand manager for a national brand laundry detergent and noticed a claim made in a competitor's advertisement that falsely indicates that its brand performed better than his company's brand. What must Bob's company prove to win a false advertising lawsuit over this comparative claim?

Answer: According to federal law, companies/plaintiffs are required to prove five elements to win a false advertising lawsuit about an ad containing a comparative claim: (1) False statements have been made about either product.

(2) The ads actually deceived or had the tendency to deceive a substantial segment of the audience.

(3) The deception was "material" or meaningful (i.e., likely to influence purchasing intentions).

(4) Falsely advertised goods are sold in interstate commerce.

(5) The suing company has been or likely will be injured as a result of the false statements, either by loss of sales or loss of goodwill.

Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Application of knowledge 108) Compare and contrast a trademark and a copyright. Explain the importance of each and how each is protected.

Answer: A trademark is a brand, corporate or store name, or distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers. A trademark that is registered through the Patent and Trademark Office of the Department of Commerce gives the organization exclusive use of the mark, as long as the trademark is maintained as identification for a specific product. Because trademarks are critical communication devices for products and services, they are important to advertising. A copyright gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, for a period of time. Controls for copyright protection are provided by the Library of Congress. Advertising is a competitive business in which copycat ads abound, and copyrighting of coined words, phrases, illustrations, characters, and photographs can offer some protection from other advertisers who borrow too heavily from their competitors.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Discuss the fundamental concepts of marketing AACSB: Reflective thinking 109) Describe three specific responsibilities of the Federal Trade Commission.

Answer: FTC responsibilities include the following: (1) Initiate investigations against companies that engage in unfair competition or deceptive practices.

(2) Regulate acts and practices that deceive businesses or consumers.

(3) When a violation is found, mandate a cease-and-desist order, an affirmative disclosure, and/or corrective advertising.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 31 ..

110) Name and describe four FTC remedies for deception and unfair advertising.

Answer: The FTC can follow several courses of actions: (1) Consent Decrees—The first step in the regulation process after the FTC determines that an ad is deceptive. The FTC notifies the advertiser of its finding and asks the advertiser to sign a consent decree agreeing to stop the deceptive practice. Most advertisers do sign the decree to avoid bad publicity.

(2) Cease-and-Desist Orders—Issued when the advertiser refuses to sign the consent decree and the deception is determined to be substantial. The process leading to the issuance of a cease-anddesist order is similar to a court trial, in which an administrative law judge presides and lawyers represent both parties.

(3) Corrective Advertising—May be required when consumer research determines that an advertising campaign has perpetuated lasting false beliefs. The FTC orders the offending advertiser to produce messages for consumers that correct the false impressions the ad made.

(4) Consumer Redress—The FTC can order cancellation or reformation of contracts, refund of money or return of property, payment of damages, and/or public notification.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 111) Some claim advertising has actively created a society that is overly concerned with personal hygiene. Advertising has bombarded consumers with so many ads for products that remove our body odors, make our teeth white, or make our hair shine that we have become obsessed with outer appearances. Which side of the social debate on advertising do believers of this statement most likely take?

A) advertising mirrors social values B) advertising mimics social values C) advertising shapes social values D) advertising is deceptive E) advertising is offensive Answer: C Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

32 ..

112) In a focus group of women in their 50s, participants objected to health care ads showing older women with arthritis in sedentary positions. They would prefer to see the women working out in a gym. This is an example of ________.

A) marketing imperialism B) cultural differences C) deceptive advertising D) ethnic stereotyping E) age-related stereotyping Answer: E Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 113) John works for an advertising agency whose client wants to reach Hispanic consumers living in Florida and Texas. He decides that one ad execution is sufficient because he believes that all Hispanics are the same. John is using a(n) ________ to make his decision.

A) heuristic B) shortcut C) unethical basis D) stereotype E) substantiation Answer: D Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 114) Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of claim does the Federal Trade Commission consider this to be?

A) deceptive B) comparative C) puffery D) endorsement E) indirect Answer: C Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking

33 ..

115) Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol.

What type of advertising is this?

A) comparative B) testimonial C) endorsement D) indirect E) substantiated Answer: A Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 116) Recently, a class-action lawsuit was brought against McDonald's charging that its food has contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but many critics continue to point out the health dangers of typical "fast food" menu items. These critics are concerned that the fast food industry has used ________.

A) high-pressure selling B) deceptive promotions C) deceptive pricing D) deceptive packaging E) harmful products Answer: E Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 117) In New York City, a series of advertisements seen on billboards and subway cars conveys the image of soda into bottles of fat. Many of these images also include people trying to drink the fatty contents of the bottle. The advertisements, sponsored by the NYC Health Department, ask "Are you pouring on the pounds?" Looking at the images is unsettling for many viewers. This is an example of ________.

A) shockvertising B) false advertising C) flogging D) indirect advertising E) corrective advertising Answer: A Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking

34 ..

118) Which of the following is the best example of the type of advertising self-regulation referred to as self-discipline?

A) AT&T adopting a code of marketing ethics B) an individual making choices based on her moral guidelines C) the Distilled Spirits Council's Code of Responsible Practices designed for producers and marketers of distilled spirits D) a company making special efforts to hire a multicultural staff E) Duracell consenting to add a disclaimer to one of its ads Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Analytical thinking 119) In 2007, syndicated radio host Don Imus made sexist and racist comments about players on the Rutgers women's basketball team during his radio show. Radio stations that aired the program would most likely have been concerned about regulatory action from which of the following as a result of the comments that were broadcast?

A) FTC B) FCC C) Better Business Bureau D) FDA E) U.S. Patent and Trademark Office Answer: B Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Analytical thinking 120) Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________.

A) comparative advertising B) competitive infringement C) misleading advertising D) trademark infringement E) deceptive advertising Answer: D Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Analytical thinking

35 ..

121) Malaysia has banned many forms of tobacco advertising. However, the name Salem, a major cigarette manufacturer, can be found in advertisements for a line of clothing sponsored by the company. Salem is using which of the following to work around the tobacco advertising bans?

A) stealth advertising B) deceptive advertising C) indirect advertising D) unfair advertising E) imperialistic advertising Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Analytical thinking 122) Lovely Locks, a maker of shampoos, is considering entering the cosmetics market. The company has a line of mascara and eyeliner it wants to introduce. However, first Lovely Locks must obtain approval from the ________.

A) U.S. Patent and Trademark Office B) Interstate Commerce Commission C) Food and Drug Administration D) Federal Trade Commission E) Federal Communications Commission Answer: C Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 123) The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast and determined that the ad is deceptive. What's the first remedy that will be taken by the FTC? A) issue a cease-and-desist order B) fine the advertiser $10,000 for every day the ad has run C) require the advertiser to run corrective advertising D) order the advertiser to refund consumers' money E) issue a consent decree Answer: E Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge

36 ..

124) A new weight loss program called Keep It Off advertises that dieters who have used the program have maintained their weight loss for more than three years. However, Keep It Off does not have any record of independent research that shows these results. The company may encounter problems with the FTC because it ________.

A) cannot provide claim substantiation B) did not sign a mandated consent decree C) has not allowed for consumer redress D) has run corrective advertising E) has used misleading endorsements Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 125) A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order?

A) Federal Trade Commission B) Food and Drug Administration C) Consumer Product Safety Commission D) U.S. Patent and Trademark Office E) American Association of Advertising Agencies Answer: A Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge

37 ..

126) When Kraft foods made a claim that their processed cheese slices contained as much calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing, the company argued that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese. Basically, Kraft's defense was based on its belief that the misleading claim ________.

A) did not lead to material injury to consumers, and thus it was not deceptive B) did not claim anything different from other cheese manufacturers C) was not technically misleading if consumers didn't think it was D) was not reasonable from the consumers' point of view E) did not omit any important information Answer: A Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge Use the passage below to answer the following questions.

Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers.

In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a website. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective.

127) Although some doctors appreciate that the advertising has caused consumers to become more active in managing their own health and more informed about their drug options, some claim that they are being pressured to write inappropriate prescriptions because their patients are influenced by the drug ad claims. What is this called, when an external message, like an advertisement, causes people to feel a need to buy and use a product?

A) demand creation B) shockvertising C) indirect advertising D) endorsement advertising E) puffery Answer: A Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Analytical thinking 38 ..

128) One ad for a drug used to overcome male erectile dysfunction depicted an old man in a nursing home acting like a young man chasing after several women at once. The ad was not allowed to air on the major television networks of NBC, CBS, and ABC. The ad did not contain any deceptive or unsubstantiated claims, so there was nothing untruthful in the ad. Furthermore, the ad followed the guidelines given by the FDA regarding broadcast advertising by indicating the major side effects and referring to a magazine ad for more information. Which of the following best explains why the ad was not allowed to air?

A) Stereotypes of "dirty old men" are not allowed in any advertising.

B) The National Advertising Division determined the ad was distasteful and disallowed it from being aired on television.

C) Not all advertising is given the same protection under the First Amendment of the Constitution.

D) The media can reject ads that violate their standards of good taste.

E) The behavior portrayed by the old man did not reflect the real behavior of the individual involved.

Answer: D Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 129) Pfizer is a large pharmaceutical company that has dramatically increased its direct-toconsumer television advertising of prescription drugs. However, Pfizer has stringent in-house ad review procedures, including reviews by agency and client attorneys. Pfizer is concerned that any claim made in an ad is verifiable and that the ad is executed in good taste. What type of advertising self-regulation does this illustrate?

A) industry self-regulation B) self-discipline C) self-regulation by community groups D) mandatory self-regulation E) voluntary self-regulation Answer: B Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Analytical thinking

39 ..

130) An advertisement by the manufacturer of Flonase, a prescription allergy nasal spray, compared its product with another nasal spray on the market, Nasonex, and claimed that it controlled allergy symptoms for a longer period of time. The ad was effective, resulting in a two percent increase in market share for Flonase. Manufacturers of Nasonex claimed that the advertisement misrepresented their product and basically made a false comparison. Nasonex would have to prove all of the following EXCEPT which one to support its claim?

A) False statements had been made about Nasonex or Flonase.

B) The ads actually deceived a substantial segment of the audience.

C) Both Nasonex and Flonase are sold in interstate commerce.

D) Nasonex has been injured or is likely to be injured as a result of the false statements.

E) Flonase relied on puffery in the ads.

Answer: E Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 131) Kim and her boyfriend were watching a movie on television when a commercial for a feminine hygiene product came on. Kim was actually interested in this product, but being a teenager, she was mortified that her boyfriend was there when this ad came on. She quickly changed the channel. What key ethical issue challenging the standards of advertising professionals does this best illustrate?

Answer: This example is a good illustration of the "poor taste and offensive advertising" key ethical issue facing advertising professionals. This ad might not be considered offensive or in poor taste by Kim if her boyfriend were not present, but it made her uncomfortable because he was there when it came on the television.

Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 132) What are the arguments against using sex appeals in an advertisement for a product that is not related to sex?

Answer: One argument is that the use of sex appeals may be degrading or sexist. Another argument is that the irrelevant use of sex in an ad distracts and hinders communication to the target.

Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

40 ..

133) OfficeMax has an advertisement that shows an African American with a bushy 1970s-era Afro hairdo dancing among office cubicles as he dispenses office supplies to fellow employees.

The music he is dancing to is a famous song, "Rubberband Man," recorded by an African American singer. While OfficeMax claims this ad has been received favorably by consumers, it seems as though the response could have gone the other way. Explain why.

Answer: This ad illustrates one of the key ethical issues facing advertising professionals: stereotyping. Some could argue that OfficeMax is using a racial and ethnic stereotype of an African American dancing around in a low-level position in an organization. The stereotype is further exaggerated with the 1970s Afro hairdo.

Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 134) Why is it important for marketers to avoid the use of race-related stereotypes in advertisements?

Answer: Racial stereotypes reduce a segment of the population to a caricature. This can alienate that population and reinforce negative stereotypes.

Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 135) Many advertisements for weight-loss products feature before-and-after photos of individuals who have lost an astonishing amount of weight. While these products may work for some people, the results shown in the ads may not be typical. What are regulators' concerns regarding these ads, and how do advertisers of these products get away with showing such demonstrations?

Answer: The concern regarding demonstrations is whether the demonstration falsely upgrades the consumers' perception of the advertised brand. One technique some advertisers use to sidestep restrictions on demonstrations is to insert disclaimers or "supers," verbal or written words in the ad that indicate exceptions to the advertising claim made. Notice that most weightloss product advertisements indicate "results are not typical" or "results might vary."

Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Application of knowledge 136) In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is an advantage of this regulatory change?

Answer: Some doctors appreciate that the advertising has caused consumers to become more active in managing their own health and more informed about their drug options.

Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Reflective thinking 41 ..

137) How is the Distilled Spirits Council a model for industry self-regulation?

Answer: The Distilled Spirits Council is a trade organization representing producers and marketers of distilled spirits sold in the U.S. The organization encourages members to follow guidelines for responsible practices when advertising; this has led to limited liquor advertising on television during time slots that appeal to children.

Difficulty: Difficult Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Reflective thinking 138) In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is a disadvantage of this regulatory change?

Answer: One study found that direct-to-consumer prescription drug advertising has led to an increase in requests for costlier drugs, even though the less expensive generic drug would be just as effective. For this reason, consumer groups, government agencies, and insurance companies have been quite critical of this advertising. Some doctors also claim that they are being pressured to write inappropriate prescriptions because their patients are influenced by the drug ad claims.

These arguments tend to support the demand creation criticism of advertising.

Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Reflective thinking 139) Explain the distinctions between ethics and morals.

Answer: Ethics are the "shoulds and oughts" of behavior. Ethics are the "right thing to do."

Ethics and morals are closely related, but not synonymous. Morals are frameworks for right actions and are more the domain of religion and philosophy. Moral systems provide a framework for behavior.

Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 140) What is the purpose of the Institute for Advertising Ethics' Principles and Practices for Advertising Ethics?

Answer: The Principles and Practices for Advertising Ethics emphasize the importance of transparency and the need to conduct business and relationships with consumers in a fair, honest, and forthright manner. These principles can be used as guidelines for industry professionals.

Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning

42 ..

141) List three ethical questions advertising professionals can ask themselves when confronted with ethical dilemmas concerning the social impact related to shockvertising.

Answer: The "Practical Tips" box provides five questions regarding advertising's social impact, only three of which are necessary to correctly answer this question: (1) Is it inherently wrong to present words and images that will offend most people if the goal is to draw attention to humanitarian issues?

(2) Does it make a difference if the goal is to sell products?

(3) Do people have a right not to see ads that offend them? Will the medium make a difference?

(4) What do advertising codes of ethics say about audience offense?

(5) To whom do advertisers owe the most responsibility—their own organization and stakeholders, society, consumers, other advertising professionals?

Difficulty: Moderate Chapter LO: 3-2 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Ethical understanding and reasoning 142) Explain the "Reasonableness" element of the current FTC policy on deception.

Answer: The perspective of the "reasonable consumer" is used to judge deception. The FTC tests reasonableness by looking at whether the consumer's interpretation or reaction to an advertisement is reasonable.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 143) Explain the "Injurious" element of the current FTC policy on deception.

Answer: The deception must lead to material injury. That is, it must influence consumers' decision making about products and services.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning 144) P&G is concerned about a claim made in a rival's advertisement. P&G thinks that the competition's claim is deceptive. If P&G does not want to get the government involved in this dispute, what course of action can P&G take to resolve this issue?

Answer: P&G can file a complaint with the National Advertising Division (NAD), which is the section of the Advertising Self-Regulatory Council that asks advertisers to substantiate their claims after receiving a response.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 43 ..

145) Todd just took a job as the manager of a television station. What does he need to know about the station's responsibility for showing children's educational shows?

Answer: Todd needs to know that, based on a 1996 agreement between broadcasters, children's advocates, and the federal government, all television stations are required to air three hours of children's educational shows each week.

Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Reflective thinking 146) You, as a consumer, think that an advertisement you saw on television for a national brand is making a false claim. What can you do about it?

Answer: Consumers can: (1) Contact a consumer activist group.

(2) File a complaint with the appropriate federal regulating agency (i.e., the FTC).

(3) File a complaint with the National Advertising Review Council through the Council of Better Business Bureaus.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Reflective thinking Use the information below to answer the following questions.

Amy is seven years old and loves to play with dolls. In fact, she has more than 20 Barbie dolls and lots of clothes and accessories, including three cars, a house with furniture, and an airplane.

Mattel, the manufacturer of Barbie, also sells many other products with the Barbie brand, such as games, notebooks, and girls' clothing, to name a few.

147) Amy saw a commercial on television for a newer Barbie house than the one she currently has, and of course, she wanted it. Advertising has been criticized because it is used to drive people to feel a need or want. What is this called and why is advertising criticized?

Answer: Demand creation means using an external message to drive people to feel a need or want. Demand creation becomes a question of ethics when social critics charge that the demand is artificial. In other words, the products really aren't needed and people's wants are being manipulated unnecessarily.

Difficulty: Moderate Chapter LO: 3-1 Course LO: Identify and analyze the major social criticisms of marketing AACSB: Application of knowledge

44 ..

148) One ad for Barbie shows an animated Barbie character diving off of a diving board doing flips and twists before landing in a pool. The commercial was advertising a Barbie doll with a diving board that can be attached to the side of a bathtub. Amy begged her mother for the doll and got it, but she was very disappointed when the doll did not perform as she had seen it perform in the commercial. She realized she had to hold on to the doll to make it flip around and dive into the water. What was wrong with this ad?

Answer: This scenario is getting at the issue of deceptive advertising. The ad was misleading in that the doll could not actually do what was shown in the advertisement. The perspective of the "reasonable consumer" is used to judge deception, and in this case, a young girl such as Amy would be considered the "reasonable consumer." This ad led to material injury, as the ad certainly influenced Amy's demand for the doll.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 149) What self-regulatory agencies would likely be interested in evaluating advertisements for Barbie?

Answer: The National Advertising Division (NAD) and the Council of Better Business Bureaus are two associations that might receive and investigate complaints about such advertisements.

Difficulty: Moderate Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Application of knowledge 150) Amy's mother limits Amy's television viewing time because she feels there is just too much advertising influencing her child to want more stuff. However, there are restrictions regarding advertising toward children. Briefly name and describe the laws and regulations specific to television advertising targeted at children.

Answer: In 1990 Congress passed the Children's Television Advertising Practice Act, which placed 10.5-minute-per-hour ceilings for commercials in children's weekend television programming and 12-minute-per-hour limits for weekday programs. The Act also set rules requiring that commercial breaks be clearly distinguished from programming, barring the use of program characters to promote products.

Difficulty: Difficult Chapter LO: 3-3 Course LO: Identify factors that influence a company's microenvironment and macroenvironment AACSB: Ethical understanding and reasoning

45 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 4 How Brand Communication Works 1) Which of the following is NOT an element of the SMCR communication model?

A) channel B) message C) source D) advertisement E) receiver Answer: D Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 2) The SMCR communication model begins with the ________.

A) source B) receiver C) message D) channel E) target audience Answer: A Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 3) Who encodes the message in the SMCR communication model?

A) the receiver B) the channel C) the media D) the source E) the encoder Answer: D Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

1 ..

4) When a message is interpreted by the receiver in the SMCR model, it means it has been ________.

A) encoded B) delivered C) decoded D) persuasive E) accepted Answer: C Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 5) ________ is obtained in the SMCR communication model by monitoring the response of the receiver to the message.

A) Noise B) Feedback C) Acceptance D) Persuasion E) Awareness Answer: B Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 6) Things that interrupt the sending as well as the receiving of the message are known as ________ in the SMCR communication model.

A) encoders B) decoders C) feedback D) interference E) noise Answer: E Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

2 ..

7) Newspaper, radio, and television are all examples of which element of the basic communication model?

A) the receiver B) the channel C) the source D) the encoder E) the decoder Answer: B Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 8) ________ communication is a form of two-way communication, a dialogue.

A) Mass B) Target C) Interactive D) Integrative E) External Answer: C Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 9) ________ is the multitude of messages all competing to get consumers' attention.

A) The medium B) Feedback C) Clutter D) The channel E) Internal noise Answer: C Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

3 ..

10) Language skills, purchase history, and information-processing abilities are all possible sources of ________.

A) channeling B) internal noise C) feedback D) external noise E) clutter Answer: B Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 11) Which of the following is an example of external noise that could hinder the consumer's reception of the message?

A) advertising clutter B) the receiver's needs C) the receiver's language skills D) the receiver's interest level E) all of the above Answer: A Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 12) B→C2 represents which type of communication?

A) business initiated, one-way communication B) business initiated, targeted communication C) business initiated, shared communication D) consumer initiated, one-way communication E) consumer initiated, shared communication Answer: C Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

4 ..

13) The ________ model demonstrates a theory of how persuasion works based on social influence.

A) multi-step flow of communication B) SMCR C) AIDA D) think/feel/do E) traditional mass communication Answer: A Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 14) Slogans, logos, imagery, and color are all examples of brand ________.

A) relationships B) experiences C) signals D) personality E) awareness Answer: C Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 15) The desired impact of an advertisement on a target audience is formally stated as a set of ________.

A) achievements B) objectives C) influences D) exposures E) perceptions Answer: B Difficulty: Easy Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 16) Which of the following is NOT an element of the AIDA model?

A) attention B) action C) attitude D) desire E) interest Answer: C Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 5 ..

17) Because AIDA assumes that consumers start with attention and wind up with a decision, it is referred to as a(n) ________ model.

A) hierarchy-of-effects B) interactive C) think/feel/do D) multi-faceted E) stepwise Answer: A Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 18) Which model works on the idea that advertising motivates people to think about the message, feel something about the product, and do something, such as try it or buy it?

A) AIDA model B) SMCR model C) Facets model D) think/feel/do model E) feel/do/think model Answer: D Difficulty: Easy Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 19) Which of the following lists the three key effects, or domains, used in Moriarty's domains model?

A) perception, learning, and persuasion B) perception, emotion, and action C) perception, interest, and action D) interest, desire, and action E) thinking, feeling, and doing Answer: A Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior

6 ..

20) Which of the following best states a weakness of hierarchical models in planning advertising?

A) They are technically complex and difficult to use.

B) They require significant investments in technology to use.

C) The models do not take into account the rational, information-driven process consumers use to make a decision.

D) The models assume that people proceed through steps in a predictable fashion.

E) The models do not take into account consumers' perceptions.

Answer: D Difficulty: Difficult Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 21) In Persuasive Advertising, Armstrong identifies each of the following as a category driving advertising strategy EXCEPT which one?

A) information B) influence C) emotion D) status E) exposure Answer: D Difficulty: Difficult Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 22) ________ advertising is brand communication that gets through our perceptual filters, engages our attention, and makes a lasting impression on us.

A) Subliminal B) Semiotic C) Indirect D) Direct E) Breakthrough Answer: E Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication

7 ..

23) ________ is the process by which we receive information through our five senses.

A) Cognition B) Behavior C) Exposure D) Awareness E) Perception Answer: E Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 24) Using ________, consumers select messages to which they pay attention.

A) cognition B) association C) selective perception D) selective interest E) awareness Answer: C Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 25) Using the Facets Model of Effects, what is the first effect an advertising message must have if it is to be effective?

A) cognition B) affect C) perception D) association E) persuasion Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 26) Which key component of perception refers to whether a message is seen or heard?

A) selection and attention B) exposure C) interest and relevance D) awareness E) recognition Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

8 ..

27) ________ means the receiver of the message has become mentally engaged in some way with the ad and the product.

A) Attention B) Perception C) Selection D) Interest E) Awareness Answer: D Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 28) A high level of interest and attention is sometimes referred to as ________.

A) recall B) subliminal C) synergy D) stickiness E) relevance Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 29) ________ means the message connects on some personal level with the receiver.

A) Attention B) Perception C) Selection D) Interest E) Relevance Answer: E Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 30) New product campaigns and brand reminder ads are typically designed to create and maintain a high level of brand ________.

A) transformation B) learning C) synergy D) semiotics E) awareness Answer: E Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 9 ..

31) ________ means people remember seeing the ad, and ________ means they remember what the ad said.

A) Recall; recognition B) Recognition; recall C) Aided recognition; unaided recognition D) Relevance; awareness E) Awareness; relevance Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 32) Which of the following best explains why many advertisements, particularly television advertisements, are designed to be intrusive?

A) Exposure cannot be achieved without intrusion.

B) Intrusive ads are more likely to create synergy.

C) The media environment is so cluttered that it is difficult to gain the audience's selective attention.

D) Intrusive ads are more likely to arouse curiosity.

E) Intrusive ads are more frequently associated with positive emotions.

Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 33) When individual messages within a campaign have more impact working together to promote a product than they would individually, ________ has been achieved.

A) stickiness B) conviction C) transformation D) synergy E) relevance Answer: D Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

10 ..

34) Subliminal advertising is primarily a(n) ________ issue.

A) perceptual B) social C) technological D) behavioral E) association Answer: A Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 35) ________ effects are message cues given below the threshold of perception; in other words, you can't easily perceive them because they are too brief to see or they are disguised in some way.

A) Synergistic B) Subliminal C) Cognitive D) Unaided E) Affective Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 36) The term ________ describes something that stimulates wants, touches the emotions, and creates feelings.

A) cognitive B) resonant C) perceptive D) affective E) transformative Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

11 ..

37) According to the Facets Model of Effects, which of the following are drivers of the affective response?

A) wants B) recall C) comprehension D) needs E) differentiations Answer: A Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 38) All of the following are drivers of the affective response EXCEPT which one?

A) wants B) needs C) emotions D) liking E) resonance Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 39) ________ takes place in the neocortex, which is the most evolved and "highest" part of the brain, but ________ comes from the limbic system, which is the most primitive part of the brain.

A) Conditioned learning; cognitive learning B) Social learning; conditioned learning C) Conditioned learning; social learning D) Emotion; rational thought E) Rational thought; emotion Answer: E Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 40) Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals.

A) resonant B) symbolic C) emotional D) cognitive E) transformational Answer: C Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 12 ..

41) ________ means the advertising message "rings true" and helps the consumer identify with the brand on a personal level.

A) Resonance B) Cognition C) Transformation D) Symbolism E) Intention Answer: A Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 42) ________ is stronger than liking because it involves an element of self-identification.

A) Resonance B) Cognition C) Transformation D) Symbolism E) Intention Answer: A Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 43) ________ refers to how consumers search for and respond to information, learn, and understand something.

A) Cognition B) Affect C) Perception D) Behavior E) Persuasion Answer: A Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 44) Which of the following is a key driver of cognition?

A) influence B) need C) symbolism D) emotion E) resonance Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 13 ..

45) Before information can be recalled, it must ________.

A) be associated with another thought or emotion B) have resonance C) be perceived D) be differentiated E) create conviction Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 46) ________ tend to be something you think about; ________ tend to be based on feelings and desires.

A) Wants; needs B) Transformations; emotions C) Recollections; memories D) Memories; recollections E) Needs; wants Answer: E Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 47) ________ occurs when a presentation of facts, information, and explanations leads to understanding.

A) Resonance B) Conditioned learning C) Transformation D) Social learning E) Cognitive learning Answer: E Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication

14 ..

48) ________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message.

A) Resonance B) Conditioned learning C) Differentiation D) Social learning E) Cognitive learning Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 49) ________ is the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that cue the brand's image and personality.

A) Resonance B) Association C) Comprehension D) Recall E) Recognition Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 50) Brand ________ reflects the degree to which the associations presented in a marketing message, as well as the consumer's interest, are connected to the brand.

A) resonance B) linkage C) synergy D) stickiness E) image Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication

15 ..

51) According to the Facets Model of Effects, which of the following is a key driver of association?

A) resonance B) liking C) conditioned learning D) cognitive learning E) emotions Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 52) The consumer's ability to separate one brand from another in a product category is called ________.

A) comprehension B) conviction C) differentiation D) association E) preference Answer: C Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 53) ________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.

A) Resonance B) Comprehension C) Conditioned learning D) Transformation E) Affect Answer: D Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication

16 ..

54) ________ is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

A) Motivation B) Involvement C) Persuasion D) Association E) Cognition Answer: C Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 55) When people are convinced of something, their ________ are expressed as ________.

A) cognitions; values B) values; motivations C) motivations; appeals D) attitudes; beliefs E) thoughts; emotions Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 56) An advertisement that suggests everyone is using a certain brand is using a ________ appeal.

A) rational B) buzz C) word-of-mouth D) bandwagon E) referral Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication

17 ..

57) Which of the following is the most powerful form of persuasion?

A) rational appeal B) resonance C) word-of-mouth communication D) engagement E) emotional appeal Answer: C Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 58) High-involvement products are also known as ________ purchases.

A) trial B) conviction C) direct D) considered E) indirect Answer: D Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 59) Which of the following is the best example of a low-involvement product?

A) cars B) computers C) clothing D) cosmetics E) paper napkins Answer: E Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 60) A(n) ________ is a tendency, inclination, or mental readiness to react to a situation in a given way.

A) attitude B) argument C) motivation D) influence E) association Answer: A Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

18 ..

61) A(n) ________ is a state of certainty about a brand.

A) attitude B) preference C) conviction D) association E) cognition Answer: C Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 62) The idea of ________ is that a consumer is more than just interested in something; he or she is "turned on."

A) attitude B) engagement C) cognition D) credibility E) rehearsal Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 63) An attitude (respect, preference), an emotion (liking), and an action (repeat purchases) combine to make brand ________.

A) position B) image C) promise D) loyalty E) personality Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 64) Which of the following refers to the trustworthiness of a person delivering an advertising message?

A) conviction B) engagement C) involvement D) credibility E) advocacy Answer: D Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 19 ..

65) Which of the following describes the delayed response of remembering an advertising message you had previously heard and then buying the product advertised in that message?

A) subliminal effects B) cognitive effects C) indirect action D) direct action E) social learning Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 66) Brand loyalty is most closely associated with which facet of advertising?

A) perception B) cognition C) behavior D) emotion E) association Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 67) A consumer's brand ________ is motivated by conviction.

A) position B) image C) personality D) preference E) credibility Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 68) Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

A) mental rehearsal B) resonance C) contacting D) prevention E) buying Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 20 ..

69) Which of the following allows a customer to use a product without initially committing to a purchase?

A) mental rehearsal B) trial C) surrogate effect D) linkage E) indirect action Answer: B Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 70) Which of the following refers to speaking out on a brand's behalf and referring to it when someone asks for a recommendation?

A) social rehearsal B) cognitive learning C) advocacy D) conviction E) loyalty Answer: C Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 71) Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 72) Feedback interrupts the sending as well as the receiving of the message.

Answer: FALSE Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 73) Semiotics is a research tool used to uncover deeper layers of meaning in brand communications.

Answer: TRUE Difficulty: Easy Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 21 ..

74) An advertiser's objectives are stated in terms of the effects the advertiser wants a message to have on an audience.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 75) Brand communication should be considered effective when it generates the advertiser's desired response.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 76) The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 77) The think/feel/do model of how advertising works is also known as the FCB model.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 78) The Facets Model of Effects posits that effective advertising has six different types of communication goals: perception, cognition, emotion, association, persuasion, and behavior.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 79) A critical factor in perception is relevance, which means the message connects on some personal level.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

22 ..

80) Relevance results when an advertisement initially makes an impression.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 81) Whether or not the marketer plans for integrated marketing communication, people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 82) Subliminal message cues cannot be perceived because they are too brief to see or they are disguised in some way.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 83) There is no solid evidence to support the argument that subliminal advertising would persuade real consumers to buy real products.

Answer: TRUE Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 84) The key drivers of the affective response are needs, emotions, liking, and resonance.

Answer: FALSE Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 85) Cognition is the process by which we receive information through our five senses and assign meaning to it.

Answer: FALSE Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

23 ..

86) An advertisement that creates resonance with a message that "rings true" helps the consumer understand the brand more rationally.

Answer: FALSE Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 87) Behavior refers to how consumers respond to information, learn, and understand something.

Answer: FALSE Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 88) Cognitive learning occurs when the learner links one association with another.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 89) Association, the primary tool used in brand communication, guides the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that cue the brand's image and personality.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 90) The key drivers of association are symbolism, conditioned learning, and transformation.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 91) A brand with symbolic meanings typically represents something abstract such as tradition, love, or health.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 92) Attitudes can be either rational or emotional.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 24 ..

93) Brand communication creates brand meaning through symbolism and association.

Answer: TRUE Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 94) Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

Answer: TRUE Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 95) An argument uses logic, reasons, and proof to make a point and build conviction.

Answer: TRUE Difficulty: Easy Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 96) Conviction means an intention to try or buy a product.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 97) Preference and loyalty strategies include providing information about warranties, customer service, and technical support.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 98) Conviction refers to the degree to which a consumer is engrossed in attending to an ad or making a product decision.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior

25 ..

99) Factors that drive a behavioral response include trial, buying, contacting, and prevention.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 100) Some advertising messages are designed to deter rather than encourage behaviors.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 101) Advances in technology, such as the Internet and cell phones, have helped marketers move from interactive communication to mass communication.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 102) According to the text, the hierarchy-of-effects models adequately explain what makes effective advertising effective.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 103) The cognition component of a consumer's response would typically be more influential than the affective component for purchases such as scented candles, bath salts, and luxurious towels.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 104) The "Stop. Think. Tylenol." ad is an example of a bandwagon appeal.

Answer: FALSE Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

26 ..

105) Source credibility means that the person delivering the message, such as a doctor, is respected and believed.

Answer: TRUE Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior 106) Describe the SMCR mass communication model. Then compare and contrast that model with the interactive communication model.

Answer: The basic mass communication model begins with a source, a sender who encodes a message (puts it in words and pictures). The message is presented through channels of communication, such as a newspaper, radio, or TV. The message is decoded, or interpreted, by the receiver, who is the reader, viewer, or listener. Feedback is obtained by monitoring the response of the receiver to the message. The entire process is complicated by noise, which is anything that interrupts the sending as well as the receiving of the message, such as a bad connection. Mass communication as demonstrated by this model is generally a one-way process, with the message moving from the source to the receiver. However, interactive communication, while containing the same elements as the SMCR communication model, is a form of two-way communication, a dialogue. The difference between one-way and two-way communication is that the latter communication process is interactive, and the source and receiver change positions as the message bounces back and forth between them.

Difficulty: Difficult Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 107) Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects. What, if any, problems exist with this type of model?

Answer: The most common explanation of advertising effects is called AIDA, which stands for attention, interest, desire, and action. The idea is that first an ad gets attention, then it creates interest, then desire, and finally stimulates action. It's a simple model that identifies four effects and makes a prediction about how they are related in a hierarchy of steps. Because AIDA assumes that consumers start with attention and wind up with a decision, it is referred to as a hierarchy-of-effects model. The problem with these models is that advertisers now know that people don't always proceed through steps in this predictable fashion. The rational, informationdriven process is what the AIDA model describes. However, with impulse purchases, the AIDA model works almost backward. So AIDA isn't adequate as a model of the various types of effects advertising can create.

Difficulty: Difficult Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

27 ..

108) Briefly describe the purpose of Facets Model of Effects. What are the six types of consumer responses the model posits?

Answer: The Facets Model posits that effective advertising creates six types of consumer responses: (1) see/hear, (2), feel, (3) think/understand, (4) connect, (5) believe, and (6) act/do.

Within each type of response, factors, or aspects, give definition to the facet. According to this model, the type of responses come together to make up the unique consumer response to an advertising message. The effects are holistic, leading to an impression or an "integrated perception." An effective message, then, has a diamondlike quality that represents how the message effects work together to create the desired consumer response. According to this model, that impact can be created in a number of different ways, meaning one brand message may get attention, explain new information, and convince consumers to try the brand. Another message might create awareness, stir up an emotion, and link a product to a lifestyle. Both can be equally effective; they just touch the consumer in entirely different ways.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 109) Compare and contrast the cognition and the emotion facets of the Facets Model of Effects.

Answer: Cognition refers to how consumers respond to information, learn, and understand something. It's a rational response to a message. The key components of cognition are needs, cognitive learning, differentiation, and recall. The emotional/affective response involves feelings. The term affective describes something that stimulates wants, touches the emotions, and creates feelings. The components of the affective response are wants and desires, excitement, feelings, liking, and resonance. Although both mechanisms can explain how advertising works, each works differently. Cognitive responses are more rational and address consumers' needs. The affective responses are more emotional and are related to consumers' wants.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

28 ..

110) Name the components of persuasion and describe how they work in advertising.

Answer: Persuasion is designed to change attitudes and behavior and build beliefs. There are many dimensions of persuasion. Advertisers identify motivation, influence, involvement, engagement, conviction, preference and intention, loyalty, and believability and credibility as key to explaining how persuasion works in advertising. Motivation is an incentive or reason to respond. The idea is that something prompts a person to act in a certain way. To intensify the consumer's level of motivation, advertising and other marketing communications such as sales promotion use incentives such as gifts, prizes, and contests to encourage people to respond.

Influence refers to external people or events that shape attitudes and behavior. Involvement refers to the degree to which you are engrossed in attending to an ad or making a product decision. Involvement is built on relevance—on how much a product message connects with your life and interests. Engagement goes beyond involvement, cultivating passion for a brand.

One of the factors affecting conviction, or a belief about a brand, is the power of an advertisement's argument. An argument is based on a cognitive strategy. It uses logic, reasons, and proof to make a point and build conviction. Preference involves an intention to try or buy a product. In terms of advertising effects, belief is indicated when consumers develop a preference for or an intention to try or buy a product. Brand loyalty, which is measured both as an attitude (preference) and by repeat purchases, is an important response that crosses over between thinking, feeling, and doing. It is a response that is built on customer satisfaction. Loyalty programs are designed to retain customers, as well as increase their business. Loyalty is of value because it can lead to other behavioral responses, such as advocacy for the brand and referrals.

Believability and credibility are the last key components of persuasion; they refer to the trustworthiness of the information and the source of the message.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 111) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________.

A) messaging B) encoding C) channeling D) decoding E) responding Answer: B Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

29 ..

112) In the mass communication process, an actual HP printer/fax machine advertisement in a magazine is called ________.

A) feedback B) the channel C) noise D) the message E) the medium Answer: D Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 113) Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message?

A) external noise B) feedback C) buzz D) internal noise E) encoding Answer: D Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 114) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup. In terms of the SMCR communication model, which of the following would be the best way for the source to measure feedback?

A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad E) the number of people to whom Ziyi Zhang is an appealing spokesperson Answer: C Difficulty: Difficult Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge

30 ..

115) Perfect Pizza is a local restaurant chain that has just launched an advertising campaign highlighting its new, expanded menu that includes healthier options. Advertisements are running in the local newspaper and on local radio stations. The ________ for this advertising campaign is to increase sales by 10% over the course of the month.

A) model B) objective C) signaling D) cue E) feedback Answer: B Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 116) Turning the page in the newspaper or a magazine, hitting the mute button on the television, tossing unopened mail that looks like an ad, and deleting spam without looking at it are all examples of how consumers ________ messages.

A) decode B) encode C) selectively attend to D) transform E) accept Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 117) The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods. The group's magazine ad depicted a rather shapely, robotic-looking woman who was very shiny and contrasted with the dark background in the ad. Viewers had to look closely to learn that the ad was about the benefits of food in cans. Research indicated that consumers spent more time examining the ad because of its unusual imagery. On which component of perception was this unusual ad focused?

A) wants and desires B) selection and attention C) resonance D) recognition E) relevance Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

31 ..

118) Juana looked at her September issue of O magazine and did not see anything of interest.

However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.

The fact that the boring issue became quite interesting is most directly due to a change in ________.

A) exposure B) values C) relevance D) personality E) comprehension Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 119) Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.

A) liking B) awareness C) preference D) loyalty E) conviction Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 120) Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede, and she doesn't want her children to be influenced by this. While some claim to have seen it, the word cannot be seen, and if it is there at all, it is below the threshold of perception. What type of effect is this?

A) selective attention B) synergistic C) subversive D) subliminal E) cognitive Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

32 ..

121) While standing in line at the supermarket, Janet saw a display of candy bars. Without thinking, Janet put a candy bar in her basket. What is the affective response driver most likely to be involved in such impulse purchases?

A) resonance B) differentiation C) feelings D) needs E) wants Answer: E Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 122) Lauren is very particular about her coffee in the morning, using bottled water because the tap water in her community smells like chlorine and makes her coffee taste funny. She saw an ad for a coffeemaker that filters out impurities from the water used to make the coffee. The ad had the headline, "Come on, this is your coffee we're talking about!" When Lauren saw that, she exclaimed, "Yes!" because she could identify with it on a personal level. This is an example of which type of emotional driver?

A) bandwagon appeal B) motivation C) comprehension D) resonance E) need Answer: D Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 123) John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad. Which component of cognition is this?

A) cognitive learning B) confusion C) conditioned learning D) differentiation E) recall Answer: E Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

33 ..

124) Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of hair coloring products. This is an application of which the following?

A) brand evangelism B) subliminal perception C) cognitive learning D) rehearsal E) conditioned learning Answer: E Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 125) An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad demonstrates how one spray is all it takes for CLR to restore everything to a shiny, clean luster.

Which component of persuasion is most clearly demonstrated in this ad?

A) attitude B) argument C) involvement D) loyalty E) trial Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 126) John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad, so he called and ordered flowers. What type of effect is this?

A) subliminal B) trial C) delayed D) high-involvement E) bandwagon Answer: C Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

34 ..

Refer to the passage below to answer the following questions.

Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and twelve. This is the age in which young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products.

127) The young girls to whom the advertising is targeted represent which element of the SMCR communication model?

A) sources B) senders C) encoders D) channels E) receivers Answer: E Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 128) The manufacturer of this line of products used an advertising agency to assist in developing the commercial so that it would communicate the desired meaning to the pre-teenage girl. Which element of the SMCR communication model does this represent?

A) noise B) feedback C) encoding D) channel E) decoding Answer: C Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

35 ..

129) The commercial the agency developed went through extensive testing because the advertiser and its agency know that the target pre-teen girls are very fickle about which commercials they attend to. In this scenario, the agency and the advertiser are concerned about ________.

A) selective exposure B) selective perception C) selective awareness D) subliminal attention E) subliminal relevance Answer: B Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 130) Taylor Swift, a singer and actress popular with the target market, appears in the commercial claiming the benefits of the product. Swift is well liked, respected, and believable to this target market. The ads are very successful. What is the most likely reason for the success of this campaign?

A) The target market needed this product.

B) The use of Taylor Swift led to cognitive learning in members of the target market.

C) Taylor Swift was a credible source to deliver this message to this target audience.

D) The use of Taylor Swift was a successful bandwagon appeal.

E) This was a high-involvement product.

Answer: C Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 131) In the SMCR communication process, what is noise and why is it important?

Answer: Noise is the unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent. The consumer is distracted and misses the key point.

Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

36 ..

132) What is the role of interactive communication in branding?

Answer: Interactive communication is a conversation between a brand and its customers as well as between different customers talking about a brand. Both social media and buzz marketing encourage customers to talk with each other about a brand; these tools can also provide feedback to the company about the customers' reactions to the brand.

Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Information technology 133) Why is nonverbal communication important in brand messages? Provide examples.

Answer: Logos, imagery, and color are cues that identify and signal brand personalities and strengths. These quick visual cues are important in gaining the attention of consumers in the cluttered media environment.

Difficulty: Moderate Chapter LO: 4-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 134) Describe the think/feel/do model.

Answer: According to the think/feel/do model, advertising motivates people in three ways: to think about the message, feel something about the advertised brand, and then do something about those thoughts and feelings, such as buy the brand.

Difficulty: Moderate Chapter LO: 4-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 135) Identify three of the key factors driving perception.

Answer: The key factors driving perception include exposure, selection and attention, interest, relevance, curiosity, awareness, and recognition.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 136) Why is perception a particularly important facet of the Facets Model of Effects?

Answer: If an advertisement is to be effective, it must be noticed by consumers. In other words, without perception, it is impossible for an advertisement to be effective.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

37 ..

137) Why might curiosity be a problem for certain types of ad campaigns?

Answer: Curiosity can be a problem when the objective of an ad campaign is to discourage a behavior. For example, Professor Carson B. Wagner tested the idea that antidrug ads might actually result in increased drug use. He based his research on the psychology of curiosity literature, which suggested that if antidrug ads make people think drug use is widespread, they might become curious about experimenting themselves. His study supported this hypothesis.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 138) A researcher is paging through a magazine and asking respondents whether they remember seeing a particular ad. Explain which component of perception this study is assessing.

Answer: The perception factor this is assessing is recognition, which means the people remember seeing the ad. Recognition is a measure of perception and is used to determine awareness.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 139) Why did the advertising industry sponsor an ad that had the headline, "People Have Been Trying to Find the Breasts in These Ice Cubes Since 1957"?

Answer: The advertising industry has been criticized by some who claim that subliminal "embeds" are placed in ads to manipulate purchase behavior, most often through appeals to sexuality. The ice cubes ad was an attempt to convey the industry's view on the issue of subliminal advertising. The advertising industry considers accusations of subliminal advertising to be both damaging and untrue.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Ethical understanding and reasoning 140) Explain how and why liking is measured in terms of responses.

Answer: Liking is measured in terms of two responses: liking the ad or liking the brand. The assumption is that if you like the ad, then that positive feeling will transfer to the brand. It is possible, however, for consumers to like the ad and not even be able to remember the brand, so the positive feeling generated by the ad may not always transfer to the brand.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge

38 ..

141) Compare and contrast needs and wants.

Answer: Needs are something you think about whereas wants are based on feelings and desires.

When we refer to needs, we are usually talking about the cognitive impact of an advertising message. Wants are depicted as influenced more by emotion or desire.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 142) What type of learning occurs when a presentation of facts, information, and explanations leads to understanding?

Answer: Cognitive learning occurs when a presentation of facts, information, and explanations leads to understanding.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 143) Researchers are planning brand and positioning strategies by asking respondents what they think of when they hear the brand name "iPod." Jan responded that she thought of "cool," "music," "freedom," "cutting edge technology," "hip," and "young." What are the researchers doing in this research? Why? Answer: All the terms that came to Jan's mind form her network of associations when she thinks of this brand. Understanding this network of associations can help advertiser see how a brand's meaning comes together in people's minds.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 144) Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.

Answer: Persuasion often involves the tools of logic and reasoning to intensify the feelings on which beliefs are built. Persuasion works through rational arguments and touching emotions in a way that creates a compulsion to act.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

39 ..

145) Why do marketers value opinion leaders?

Answer: Opinion leaders are people whose opinions are sought by others. Marketers rely on opinion leaders to positively influence the spread of product or service acceptance through a market.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 146) Mitch is very interested in all electronic devices, from computers to stereos, and pays attention to all advertisements related to these types of products, even if he is not purchasing one of these products. Why does he do this?

Answer: Mitch is highly engaged in this product category.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 147) Anheuser-Busch, a beer manufacturer, sponsors an advertising campaign to curb drunk driving, using the tagline "Friends Don't Let Friends Drive Drunk." The company has also shown a burning automobile with the headline, "Ever Toast a Friend?" Which component of the behavioral response are these ads attempting to stimulate?

Answer: They are attempting to stimulate the prevention response, which means to discourage unwanted behaviors.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 148) On Wednesday, Jim heard a radio ad about a new book by one of his favorite authors. On Saturday, at his wife's suggestion, he went shopping at the mall. When he saw the bookstore, he remembered the new book and went into the store to purchase the book. Explain the effect of the ad operating in this situation.

Answer: Advertising is a victim of delayed effects because messages are seen and heard at one time and may or may not come to mind at a later date when the consumer is in the purchase situation. The impact of traditional advertising, like the radio ad, is seldom immediate. The ad for the new book caught Jim's attention. He thought about it three days later when he saw the bookstore. His memory was involved in recalling not just the ad, but the content of the message as well.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge

40 ..

Refer to the scenario below to answer the following questions.

Oust, a brand of air freshener, advertises how its product will get the odor out, not merely cover it up. The advertisement provides facts, information, and an explanation of how Oust can kill bacteria in the air that cause odors.

149) What type of response is Oust attempting to generate among consumers?

Answer: Oust is attempting to stimulate a cognitive response, which refers to how consumers respond to information, learn, and understand something. It's a rational response to a message.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 150) Mary saw an ad for Oust on television and in a magazine, but she didn't purchase the product right away. She remembered the ads when she saw the product in the store and decided to try it then. What effect does this demonstrate?

Answer: This is an example of advertising's delayed effects—how messages are seen at one time and come back to mind at a later date when the consumer is in a purchase situation.

Difficulty: Moderate Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 151) Mary was extremely satisfied with the product after she tried it, so she purchased the product again. She even told her mother and sister about the benefits of Oust and convinced them to try the brand as well. What component of persuasion does this represent, and why do marketers want to attain this level of persuasion?

Answer: Brand loyalty, which is measured both as an attitude (preference) and by repeat purchases, is an important response that crosses over between thinking, feeling, and doing. It is a response that is built on customer satisfaction. If you try a product and like it, then you are more likely to buy it again. Loyalty is of value because it can lead to other behavioral responses, such as advocacy for the brand.

Difficulty: Difficult Chapter LO: 4-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 5 Segmenting and Targeting the Audience 1) Which of the following is NOT a step in the consumer decision process?

A) need recognition B) cognitive dissonance C) information search D) postpurchase evaluation E) purchase decision Answer: B Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior 2) ________ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.

A) Need recognition B) Information search C) Evaluation of alternatives D) Risk perception E) Adoption rate Answer: C Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior 3) Which of the following statements regarding business-to-business decision making is FALSE? A) Businesses buy goods and services because they need ingredients for the products they manufacture.

B) Businesses buy goods and services because they need those goods and services for their business operations.

C) Quality is less important in business-to-business buying than in consumer buying.

D) Buying decisions are often made by committees rather than individuals.

E) The actual price of the purchased goods and services is negotiated by a buyer.

Answer: C Difficulty: Moderate Chapter LO: 5-1 Course LO: Describe the business buying process

1 ..

4) ________ describes how individuals or groups select, purchase, or use products, as well as the needs and wants that motivate these behaviors.

A) Marketing B) Consumption C) Consumer behavior D) Psychology E) Segmentation Answer: C Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 5) Which of the following is a social influence on consumer decision making?

A) state of mind B) innovation C) satisfaction D) family E) personality Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 6) Which of the following is a psychological influence on consumer decision making?

A) state of mind B) innovation C) family D) culture E) brand relationship Answer: A Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 7) Which of the following is a behavioral influence on consumer decision making?

A) culture B) reference groups C) personality D) psychographics E) innovation Answer: E Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior

2 ..

8) ________ is made up of tangible items—such as art, literature, buildings, and music—and intangible concepts—such as knowledge, laws, morals, and customs—that together define a group of people or a way of life.

A) Society B) Culture C) Ethnicity D) Behavior E) Social class Answer: B Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 9) The boundaries each culture establishes for "proper" behavior are called ________.

A) references B) values C) norms D) subcultures E) core values Answer: C Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 10) ________ are simply rules learned through social interaction that specify or prohibit certain behaviors.

A) Norms B) References C) Values D) Attitudes E) Motivations Answer: A Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments

3 ..

11) Norms come from a culture's ________, which represent underlying belief systems.

A) values B) legal systems C) social systems D) social classes E) education systems Answer: A Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 12) A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples of ________.

A) norms B) culture C) core values D) behaviors E) attitudes Answer: C Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 13) The position you and your family occupy within your society is known as your ________.

A) subculture B) culture C) ethnic group D) reference group E) social class Answer: E Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments

4 ..

14) Which of the following is NOT typically used to determine social class?

A) income B) age C) family prestige D) occupation E) education Answer: B Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 15) Office rules, rigid work hours, and dress codes are all aspects of ________.

A) cross-cultural values B) corporate culture C) brand communities D) cultural cohorts E) reference groups Answer: B Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 16) A ________ is a group of people an individual uses as a model for behavior in specific situations.

A) subgroup B) social class C) reference group D) normal group E) cohort Answer: C Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments

5 ..

17) Which of the following can be used to provide marketers with a deeper understanding of how low-attention processing actually works and what motivates people into unconscious, intuitive decision making?

A) microtargeting B) niche marketing C) neuromarketing D) behavioral targeting E) profile marketing Answer: C Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Information technology 18) Which of the following is for many people the most important reference group because of its formative role and the intensity of its relationships?

A) neighbors B) teachers C) family D) employers E) coworkers Answer: C Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 19) According to the U.S. Census definition, a ________ consists of two or more people who are related by blood, marriage, or adoption, and live in the same household.

A) subculture B) family C) household D) reference group E) normative group Answer: B Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior

6 ..

20) A ________ consists of all those who occupy a dwelling, whether or not they are related.

A) subculture B) family C) household D) reference group E) normative group Answer: C Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 21) The basic driving forces that motivate us to do something are called ________.

A) wants B) desires C) values D) needs E) attitudes Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 22) ________ are what we feel for more essential items, such as food and shelter; ________ occur when we desire or wish for something nonessential.

A) Needs; wants B) Wants; needs C) Primary needs; secondary needs D) Acquired needs; primary needs E) Innate wants; acquired wants Answer: A Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 23) ________ needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.

A) Innate B) Primary C) Acquired D) Selective E) Higher-order Answer: C Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior

7 ..

24) Acquired needs are also called ________ needs.

A) secondary B) primary C) physiological D) innate E) safety Answer: A Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 25) According to Maslow's Hierarchy of Needs, which level of needs includes self-fulfillment and enriching experiences?

A) ego needs B) belongingness needs C) safety needs D) self-actualization needs E) physiological needs Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 26) Prestige, status, and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs?

A) ego needs B) belongingness needs C) safety needs D) self-actualization needs E) physiological needs Answer: A Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork

8 ..

27) In Maslow's Hierarchy of Needs, ________ needs include water, sleep, and food.

A) self-actualization B) ego C) belongingness D) safety E) physiological Answer: E Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 28) In Maslow's Hierarchy of needs, ________ needs include love, friendship and acceptance by others.

A) self-actualization B) ego C) belongingness D) safety E) physiological Answer: C Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 29) Which of the following is a form of tension that occurs when there are discrepancies between what we actually receive and what we thought we would receive?

A) selective satisfaction B) buyer's remorse C) adaptation D) mass desire E) attribution Answer: B Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 30) Which of the following is the public spread of a private want?

A) selective satisfaction B) cognitive dissonance C) adaptation D) mass desire E) normatization Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 9 ..

31) A(n) ________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.

A) attitude B) desire C) value D) motive E) norm Answer: D Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 32) ________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

A) Targeting B) Marketing C) Positioning D) Segmenting E) Profiling Answer: D Difficulty: Easy Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 33) Which strategy do planners employ to treat the market as homogeneous, using general appeals for all consumers?

A) multi-segment strategy B) undifferentiated strategy C) behavioral targeting strategy D) microtargeting strategy E) niche strategy Answer: B Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning

10 ..

34) Subsegments of a more general market segment are known as ________ markets and are defined by individuals with some distinctive interest or attitude, such as being ecologically minded consumers.

A) behavioral B) niche C) cultural D) generational E) social Answer: B Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 35) Which approach to segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth?

A) demographic segmentation B) geographic segmentation C) psychographic segmentation D) benefit segmentation E) behavioral segmentation Answer: A Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 36) International, national, state, city, climate, and urban/rural are all ways to segment a market by ________.

A) demographics B) geographics C) psychographics D) behavioral characteristics E) benefits sought Answer: B Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 37) Which of the following is NOT an approach to segmenting consumer markets?

A) demographic segmentation B) geographic segmentation C) psychographic segmentation D) behavioral segmentation E) brand segmentation Answer: E Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 11 ..

38) Which approach to segmentation divides people into groups based on product category and brand usage?

A) demographic segmentation B) geographic segmentation C) psychographic segmentation D) benefit segmentation E) behavioral segmentation Answer: E Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 39) Which of the following refers to an organization evaluating and choosing the best market segments with which to communicate?

A) targeting B) seeking C) zoning D) segmenting E) profiling Answer: A Difficulty: Easy Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 40) ________ are the statistical, social, and economic characteristics used to describe a population, including age, gender and sexual orientation, education, income, occupation, race, and family status.

A) Psychographics B) Lifestyles C) Geographics D) Demographics E) Ethnographics Answer: D Difficulty: Easy Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments

12 ..

41) The youngest of the baby boomers are now in their ________.

A) late 20s B) mid to late 30s C) mid to late 40s D) early 50s E) early 60s Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 42) Which age-related population group is also referred to as the iGeneration?

A) Generation X B) Millennials C) Generation Y D) the Greatest Generation E) the Me Generation Answer: B Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 43) Which of the following most accurately characterizes members of Generation Y? A) They are children of baby boomers.

B) They are the least environmentally educated.

C) They have reached their peak earning and spending years.

D) They were once labeled "the Greatest Generation."

E) They are less immersed in technology than Gen Xers are.

Answer: A Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments

13 ..

44) Which of the following statements is most likely FALSE? A) In the last decade, gay and lesbian consumers have become substantial target markets.

B) Few ethnic markets are more important to U.S. marketing than the Hispanic market because it is growing proportionately faster than other ethnic groups.

C) Some media use differences are related to ethnicity.

D) In the United States during the last three decades, there has been a gradual movement from white-collar occupations to blue-collar occupations.

E) For advertisers, education tends to correlate with the type of medium consumers prefer.

Answer: D Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 45) Consumers with lower education tend to be higher users of ________ than consumers of higher education.

A) newspapers B) radio C) magazines D) television E) the Internet Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 46) ________ is the amount of money available to a household after taxes and basic necessities such as food and shelter are paid for.

A) Taxable income B) Discretionary income C) Available income D) Net income E) Gross income Answer: B Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning

14 ..

47) Which of the following is the fastest growing minority group in the United States?

A) Caucasians B) African Americans C) Asians D) Latinos E) American Indians Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 48) Which of the following was indicated by the Census income data reported in 2011?

A) The middle class is growing.

B) The recession disproportionately affected the upper class.

C) More people are in the top third of the income distribution.

D) More people are in the bottom third of the income distribution.

E) The middle class was not affected by the recession.

Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 49) The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.

A) psychology B) psychographics C) attitude D) motivation E) personality Answer: B Difficulty: Easy Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Interpersonal relations and teamwork

15 ..

50) Which of the following statements regarding attitudes is most likely FALSE? A) Advertisers are interested in attitudes because of their impact on motivations.

B) Attitudes vary in direction and strength; that is, an attitude can be positive or negative, reflecting like or dislike, or it can be neutral.

C) Most attitudes are deeply set and cannot be changed.

D) Attitudes are important to advertisers because they influence how consumers evaluate products, institutions, retail stores, and advertising.

E) Attitudes are learned.

Answer: C Difficulty: Difficult Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 51) Psychographic analysis looks at ________ in terms of patterns of consumption, personal relationships, interests, and leisure activities.

A) lifestyles B) psychology C) values D) family E) attitudes Answer: A Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Interpersonal relations and teamwork 52) According to the VALS classification of consumers, what are the three primary motivations for buying products and services?

A) ideals, achievement, and self-expression B) self-orientation, self-expression, and self-fulfillment C) age, social class, and education D) resources, innovations, and psychographics E) attitudes, lifestyle, and values Answer: A Difficulty: Difficult Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork

16 ..

53) What two variables are used to organize the VALS Lifestyle Framework?

A) resources and innovation B) age and self-orientation C) age and social class D) resources and psychographics E) social class and education Answer: A Difficulty: Difficult Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 54) Which of the following is NOT a VALS classification of consumers?

A) Thinkers B) Strivers C) Makers D) Doers E) Believers Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 55) In targeting and profiling consumers, a traditional retailer's first strategic concern is ________.

A) diffusion B) attitudes C) fads D) trends E) geography Answer: E Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 56) ________ refers to the quantity of a purchase.

A) Adoption rate B) Brand relationship C) Diffusion D) Trend rate E) Usage rate Answer: E Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 17 ..

57) Which of the following is referred to as a designated market area?

A) niche market B) micromarket C) media market D) cultural cohort E) brand community Answer: C Difficulty: Easy Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Written and oral communication 58) Which of the following is NOT considered a consumer category of brand relationship?

A) innovators B) ex-users C) first-timers D) switchers E) regulars Answer: A Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 59) Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?

A) switchers B) light users C) early adopters D) innovators E) laggards Answer: A Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 60) The ________ process refers to the speed with which people are willing to try a new product.

A) need recognition B) adoption C) risk D) trial E) usage Answer: B Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior

18 ..

61) Which of the following categories in Rogers' Diffusion of Innovation model represents the 2.5 percent of the population willing to try something new?

A) innovators B) early adopters C) early majority D) late majority E) laggards Answer: A Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 62) ________ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn't work out.

A) Adoption B) Adaptation C) Perceived risk D) Selective exposure E) Selective distortion Answer: C Difficulty: Easy Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 63) According to SRI International, early adopters ________.

A) have stronger social networks than innovators do B) cannot be identified by demographics alone C) are low-volume media users D) are less technologically savvy than laggards are E) are heavily influenced by others in their social circles Answer: B Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 64) ________ are professional researchers hired by advertisers to identify trends that may affect consumer behavior.

A) Profilers B) Seekers C) Trend spotters D) Demographers E) Buzz marketers Answer: C Difficulty: Easy Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 19 ..

65) ________ specialize in identifying trendy fads that appeal to young people.

A) Cool hunters B) Buzz marketers C) Seekers D) Innovators E) Early adopters Answer: A Difficulty: Easy Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 66) ________ are people who search, share, and initiate marketing communication and brand relationships.

A) Cool hunters B) Buzz marketers C) Seekers D) Innovators E) Early adopters Answer: C Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Written and oral communication 67) Which of the following refers to the rate at which new ideas are spread?

A) word-of-mouth B) innovation C) usage D) diffusion E) adoption Answer: D Difficulty: Easy Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication 68) Older consumers with sophisticated tastes and generally affluent lifestyles are identified as belonging to the demographic and lifestyle segment called ________.

A) dinkies B) yuppies C) skippies D) ruppies E) guppies Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 20 ..

69) The phenomenon of trends and fads is most closely related to which of the following?

A) psychographic factors B) geographic factors C) cross-cultural factors D) gender E) corporate culture Answer: A Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 70) Which of the following involves matching online ads to interests indicated by consumers' online activities?

A) data mining B) behavioral targeting C) geofencing D) niche marketing E) mass marketing Answer: B Difficulty: Easy Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Information technology 71) The first step in the consumer decision process is information search.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior 72) A difference between the low- and high-involvement decision processes is the amount of information needed to make a decision.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior 73) Purchase decision is the last step of the consumer decision process.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior

21 ..

74) The social and cultural forces that impact consumer decision making include culture, social class, family, and demographics.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Diverse and multicultural work environments 75) Values are defined as rules that we learn through social interaction that specify or prohibit certain behaviors.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 76) A household differs from a family in that it consists of all those who occupy a dwelling, whether or not they are related.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 77) A need is an internal force that stimulates an individual to behave in a particular manner.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 78) Acquired needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.

Answer: TRUE Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 79) Physiological needs include the need for water, food, and sleep.

Answer: TRUE Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 80) An acquired need can also be called a secondary need.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 22 ..

81) The theory of cognitive dissonance refers to an internal conflict between two different thoughts.

Answer: TRUE Difficulty: Easy Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 82) Business buyers are not influenced by emotional factors.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-2 Course LO: Describe the business buying process 83) Using an undifferentiated strategy, marketers treat the market as homogeneous, purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.

Answer: TRUE Difficulty: Easy Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 84) Psychographic segmentation is primarily based on studies of how people spend their money, their patterns of work and leisure, their interests and opinions, and their views of themselves.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 85) After segmenting a market, the marketer uses targeting to design specific communication strategies for the product's audience.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Written and oral communication 86) Profiles are descriptions of the target audience that read like a description of someone you know.

Answer: TRUE Difficulty: Easy Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning

23 ..

87) Consumers with higher education tend to prefer print media, the Internet, and selected radio and cable stations.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Written and oral communication 88) In the United States, the Asian market is becoming a huge opportunity because it is growing faster than other ethnic groups.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 89) In the United States, ethnicity is a major factor for segmenting markets.

Answer: TRUE Difficulty: Easy Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Diverse and multicultural work environments 90) Psychographics refers to lifestyle and psychological characteristics such as activities, interests, and opinions.

Answer: TRUE Difficulty: Easy Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 91) Women account for the majority of all consumer purchases in the United States.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 92) The term yuppies refers to young urban professionals who do not have children.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 93) MONITOR™ is a research tool that tracks consumer usage and adoption rates.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 24 ..

94) "I am Devoted" and "I Measure Twice" are two general consumer groups identified by MONITOR's MindBase.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 95) Heavy users and brand-loyal buyers are usually a brand's most important customers, and they are the most difficult for competitors to switch away from a brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 96) According to the Pareto Rule, 20 percent of the market buys 80 percent of the products.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 97) People who search, share, and initiate marketing communication and brand relationships are referred to as Seekers.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Written and oral communication 98) Diffusers are people with low brand loyalty who may be willing to try a new product.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior 99) Seekers tend to conduct three types of searches: knowledge, experiences, and interaction.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Information technology

25 ..

100) Risk taking is a personality characteristic that drives consumer behavior in the area of trying a new product.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Interpersonal relations and teamwork 101) A person buying a boat would be likely to exhibit low-involvement buying behavior.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 102) A belief that your family is more important than your job is an example of a value.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 103) Because people are able to move between social classes, these classes are relatively impermanent and disordered divisions composed of members who do not share values, interests, or behaviors.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Reflective thinking 104) When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident, the company is appealing to a secondary need on Maslow's Hierarchy of Needs.

Answer: FALSE Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

26 ..

105) Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many people he knows already own the devices. However, Ed is rarely among the last people he knows to purchase a new technology. Ed is part of the late majority adopter group.

Answer: TRUE Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 106) Name the stages of the consumer decision process. What role might marketing communication play in each?

Answer: (1) Need recognition: The goal of advertising at this stage is to activate or stimulate this need.

(2) Information search: Marcom messages help the search process by providing information and making it easy to find and remember.

(3) Evaluation of alternatives: Brand communication is important in this process because it helps sort out products on the basis of tangible and intangible features.

(4) Purchase decision: In-store promotions such as packaging, point-of-purchase displays, price reductions, banners and signs, and coupon displays affect this choice.

(5) Postpurchase evaluation: Guarantees, warranties, and easy returns are important for reducing the fear of a purchase that goes wrong.

Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Written and oral communication

27 ..

107) Name and describe four social and cultural influences on consumer decisions. Why are they important for advertisers?

Answer: (1) Culture—Made up of tangible items and intangible concepts that together define a group of people or a way of life. It is learned and passed on from one generation to the next. The boundaries each culture establishes for behavior are called norms, which are simply rules that we learn through social interaction that specify or prohibit certain behaviors. The source of norms is our values, which come from our immersion in a specific culture. Advertisers strive to understand the underlying core values that govern people's attitudes and refer to them when selecting an ad's primary appeals.

(2) Social class—The position you and your family occupy within your society, which is determined by such factors as income, wealth, education, occupation, family prestige, value of home, and neighborhood. Marketers assume that people in one class buy different goods from different outlets and for different reasons than people in other classes.

(3) Reference groups—A group of people we use as a guide for behavior in specific situations.

Reference groups provide information, serve as a means of comparison, and offer guidance for consumers. Ads that feature typical users in fun or pleasant surroundings as well as those that use celebrity endorsements are using a reference group strategy.

(4) Family—The most important reference group because of its longevity and the intensity of its relationships. A family consists of two or more people who are related by blood, marriage, or adoption, and live in the same household. Advertisers need to understand the structure, changes, and workings of the family in order to communicate.

Difficulty: Difficult Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Reflective thinking 108) Describe the psychological influences of needs, wants, and motivations and explain why they are important to advertisers.

Answer: (1) Needs: The basic driving forces that motivate us are needs. Some needs are innate and others are acquired. All consumers have needs that must be met.

(2) Wants: A want occurs when we desire or wish for something. A want can provide strong motivation to try or buy something new. Desire is the driving force behind demand.

(3) Motivations: An internal force that stimulates a person to behave in a particular manner, usually produced by tension caused by an unfulfilled want or need. Understanding buying motives is crucial to advertisers because the advertising message and the timing of the ad should coincide with the consumer's motivation priorities.

Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Reflective thinking

28 ..

109) Define segmenting and then name and describe typical approaches to segmentation.

Answer: Segmenting means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

(1) Demographic segmentation: Divides the market using characteristics such as gender, age, ethnicity, income, and so forth.

(2) Life stage segmentation: Based on the stage in consumers' life cycle, which includes such categories as children, young people living at home, college students, singles living on their own, couples, families with children, empty nesters, and senior singles living alone. Age is a characteristic of life stage, as is living situation. Discretionary income tends to vary with life stage.

(3) Geographic segmentation: Uses location as a defining variable because consumers needs sometimes vary depending upon where they live. The most important variables are world or global, region, nation, state, city, climate, population density, and urban/rural character.

(4) Psychographic segmentation: Primarily based on studies of how people spend their money, their patterns of work and leisure, their interest and opinions, and their views of themselves.

(5) Behavioral segmentation: Divides people into groups based on product and brand usage.

(6) Values and benefits-based segmentation—Based on consumers' needs or problems. The idea is that people buy products for different benefits they hope to derive.

Difficulty: Difficult Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Reflective thinking 110) Describe how an understanding of brand usage patterns and innovation and adoption patterns helps marketers target consumers.

Answer: (1) Usage behavior: Refers to how much of a product category or brand a customer buys. There are two ways to look at usage: usage rates and brand relationship. Usage rates refer to quantity of purchase: light, medium, or heavy. Because heavy users typically buy the most of a product category or a brand's share of the market, they are important to marketers, and planners make special efforts to understand this key customer group. Brand relationship refers to past, present, or future use of the product by nonusers, ex-users, regulars, first-timers, loyal users, and users of and switchers from, or to, competitive products.

(2) Innovation and Adoption: The adoption process is identified in terms of the personal behavior of people and how their behavior reflects the speed with which they are willing to try something new. People are grouped based on these behaviors, such as innovators, early adopters, early majority, late majority, and laggards. Innovators and the early adopters categories are important groups for marketers launching new products.

Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Reflective thinking

29 ..

111) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.

She decided she needed a much warmer coat. Donna was in which stage of the purchase decision?

A) product evaluation B) situational analysis C) need recognition D) problem screening E) information search Answer: C Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 112) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process?

A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) postpurchase evaluation Answer: E Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 113) In an advertisement for a local carpet retailer, a well-known radio personality explains how the company solved his problem of replacing his old carpet. Toward what part of the consumer decision process was this ad aimed?

A) evaluation of alternatives B) purchase decision C) need recognition D) brand loyalty E) postpurchase evaluation Answer: C Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

30 ..

114) Old Navy's "SuperModelquins" campaign features mock supermodels with celebrityworthy stories that are featured on TV and the Web. They've been featured in a flyer patterned after a celebrity magazine, have attended high-profile events, and have a presence on Twitter.

What type of influence on consumer decision making is this campaign attempting?

A) psychological B) cultural C) cognitive D) benefits E) demographic Answer: B Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 115) Juan was born in Mexico but moved to the United States when he was five years old. His family is still close to relatives living in Mexico, and he lives in a neighborhood where most people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and listen to Mexican music. He remembers fondly his grandfather telling him stories of his home country's customs and heroes. All of these factors form the ________ that will influence Juan's consumer behavior.

A) social class B) family C) niche D) culture E) psychographics Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 116) Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brands of clothes they all seem to wear and the types of beer they drink at parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max's consumption behavior?

A) culture B) social class C) reference group D) family E) trend spotting Answer: C Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 31 ..

117) While many advertisers use celebrity endorsements, Dove's "Real Beauty" campaign used "real" women of different shapes and sizes as a(n) ________, enforcing the idea that women who do not subscribe to unrealistic beauty standards established by conventional supermodels can set fashion and appearance standards.

A) reference group B) social class C) ethnic group D) subculture E) family segment Answer: A Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 118) Which of the following statements is most likely true regarding social class in the United States?

A) Social class is determined solely by income level.

B) Lines between social classes in the United States are fixed and rigid.

C) People in different social classes tend to buy different products.

D) Wealth is critical in determining social class, but education is not.

E) People are relegated to a permanent class layer in the United States.

Answer: C Difficulty: Difficult Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 119) Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs, which need is this man most likely satisfying?

A) physiological B) safety C) belongingness D) ego E) self-actualization Answer: E Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

32 ..

120) Barbara doesn't like to make major purchase decisions, such as choosing which car to buy.

However, she had to replace the old car she owned because it was no longer reliable, so she purchased a new Honda Accord. Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost, she is still concerned whether she made the right decision. Barbara is suffering from ________.

A) mass desire B) selective satisfaction C) selective distortion D) cognitive dissonance E) selective exposure Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 121) If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years.

A) university enrollment B) beer and wine C) health care D) the apparel industry E) the automobile industry Answer: C Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 122) To communicate with and build relationships with the growing Hispanic market, marketers will likely focus on how to do which of the following?

A) advertise to a homogeneous group B) advertise to a group with widely diverse backgrounds C) use standardized marketing D) best use traditional mass media E) best use tiered marketing Answer: B Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking

33 ..

123) Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following?

A) baby boomers B) baby busters C) Gen Xers D) echo boomers E) Generation Jones Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 124) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.

A) needs B) demographics C) lifestyle D) segmenting E) life cycle Answer: C Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 125) Cameron loves to know about and purchase the most up-to-date technological gadgets.

Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong?

A) innovator B) loyal user C) early majority D) late majority E) laggards Answer: A Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 34 ..

Refer to the following scenario to answer the questions below.

Monique and Bob Smith are married with two children at home and a third away at college. They are also considering adopting another child. Monique is the primary shopper for her family.

Every week, she goes shopping to buy products that she and her family need and want.

126) Though Monique doesn't eat them, she buys snack items for her children and is always looking for nutritious snacks rather than mere junk food. In marketing terms, Monique is considered which type of consumer?

A) user B) business C) purchaser D) influencer E) trend setter Answer: C Difficulty: Moderate Chapter LO: 5-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 127) Bob and Monique only purchase cars produced by General Motors. They also attend General Motors car shows, own General Motors merchandise, and encourage their friends and family to buy exclusively from General Motors. Their devotion to General Motors indicates that Bob and Monique belong to a ________.

A) cultural cohort B) social class C) reference group D) brand community E) corporate culture Answer: D Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 128) According to the U.S. Census, Monique, Bob, and the children are considered to be a ________.

A) target market B) family C) culture D) reference group E) subculture Answer: B Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 35 ..

129) Lex, Bob and Monique's oldest son who is away at college, lives with three other students in a house off campus. According to the U.S. Census, Lex and the other students represent a ________.

A) target market B) family C) household D) reference group E) subculture Answer: C Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 130) After budgeting for the things that he has to pay for, such as his mortgage, car payments, insurance, food, and so forth, Bob figures they have $1,000 left each month to use for whatever they want. This $1,000 represents the Smith's ________ income.

A) net B) gross C) spendable D) discretionary E) left-over Answer: D Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 131) Explain the role of marketers in the information search step of the consumer decisionmaking process. Give an example of how the marketer might execute this role.

Answer: The role of marketers in the information search step of the consumer decision-making process is to make the information consumers want and need about their product easily accessible by the consumer.

Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge

36 ..

132) Kim, who is an avid cyclist, decided to buy a new bicycle. She searched the Web for information on bikes and visited some bike shops. What is involved in the next step in her decision process if she follows the sequence in the text?

Answer: Kim is ready to evaluate alternatives, the stage in which Kim compares various brands and products and reduces the list of options to a manageable number. She needs to choose the attributes that are most important and then judge the alternatives accordingly.

Difficulty: Moderate Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 133) Roger has decided to purchase a personal computer for his household's use, but he doesn't know much about computers and he really doesn't want to spend more than $1,000. How many stages of the consumer decision process is Roger likely to go through in making the decision regarding which computer to purchase? Why? Answer: Roger will probably go through all five stages of the consumer decision process because he is buying a high-involvement product.

Difficulty: Difficult Chapter LO: 5-1 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 134) Describe the three functions of reference groups.

Answer: Reference groups provide information, serve as a means of personal comparison, and offer guidance.

Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 135) Many students in a junior high school wear the same style of shoes to school each day.

From the marketing perspective, why are these students conforming to a similar style?

Answer: Consumers often change their behavior to gain acceptance into a particular reference group. Students in this junior high school may want to feel as if they are the same as their fellow classmates, so they will wear the same style of shoes to be part of the group.

Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Reflective thinking

37 ..

136) Compare and contrast the terms family and household.

Answer: According to the U.S. Census, a family consists of two or more people who are related by blood, marriage, or adoption, and live in the same household. A household differs from a family in that it consists of all those who occupy a dwelling, whether or not they are related.

Therefore, a family is also a household, but a household is not necessarily a family.

Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 137) What is the difference between a consumer's need and a want?

Answer: An item a consumer needs is something the consumer thinks is essential or necessary for his life. An item that is a want is something that is desired but not essential.

Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 138) For years, the U.S. Army has used an advertising campaign stressing that you can "Be all you can be." What type of need is addressed by this campaign?

Answer: It would appear that the army is appealing to its target audience's secondary, or acquired, needs for self-fulfillment and enriching experiences, that is, self-actualization, which represents the highest level of needs on Maslow's Hierarchy of Needs.

Difficulty: Difficult Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking 139) Miriam purchased a new car last month, but she continues to look at advertising for cars and notes how many other cars like hers are on the road. When a news article came out indicating problems with the transmission noted by owners of her make of car, Miriam took that to mean that all types of cars in that class can have those problems, not just hers. She even sought out a Consumer Reports article that pointed out that the car she purchased was rated highly on reliability. What is Miriam experiencing?

Answer: Miriam is experiencing cognitive dissonance. According to the theory of cognitive dissonance, we tend to compensate or justify the discrepancies between what we actually received and what we thought we would receive. People engage in a variety of activities to reduce cognitive dissonance, including seeking out information that supports our decisions and ignoring and distorting information that does not.

Difficulty: Difficult Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Analytical thinking

38 ..

140) Explain how marketers may be able to reduce postpurchase cognitive dissonance.

Answer: Marketers should make every effort to enhance after-sale communications, providing evidence and support to help consumers feel good about their purchases.

Difficulty: Moderate Chapter LO: 5-2 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge 141) Describe and explain a purchasing situation in which the purchaser and user of a product might have different wants.

Answer: Answers will vary. For example: A father (the purchaser) buying shoes for his son might want the shoes to be durable. The son (the user) may want the shoes to be stylish.

Difficulty: Difficult Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Application of knowledge 142) Explain one advantage and one disadvantage of adding variables to a target audience definition.

Answer: One advantage of adding variables to a target audience definition is identifying a group of consumers with similar characteristics who can be reached with specific media. One disadvantage of adding variables to a target audience definition is decreasing the size of your potential market.

Difficulty: Difficult Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning 143) Explain why the Hispanic market is of great interest to marketers in the United States.

Answer: Few ethnic markets are more important to U.S. marketing than the Hispanic market because it is growing proportionately faster than other ethnic groups. There are media differences based on ethnicity, with Hispanic viewers tending to watch commercials in their entirety compared to non-Hispanic viewers. Latino audiences are also more likely to base purchase decisions on advertisements.

Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Application of knowledge 144) How might geographic shifts in population impact marketers?

Answer: People in different regions buy differently. If tastes and preferences are taken with consumers as they disperse geographically at increasing rates, predicting specific consumption patterns in certain geographic areas may become difficult over time.

Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning

39 ..

145) Why might marketers want to target segments of the population based on lifestyles rather than age groups?

Answer: Too much might be assumed about people in the same age group, and grouping people by lifestyle may eliminate some of the inaccurate assumptions made regarding age.

Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 146) Explain how the VALS system categorizes consumers.

Answer: The VALS system categorizes consumers along two major dimensions: (1) resources and (2) innovation. Resources include income, education, self-confidence, and energy.

The difference between "Survivors" and "Innovators" is that "Survivors" have much lower resources than the "Innovators."

Difficulty: Difficult Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning 147) Ron is single and not a very good cook, so he eats a lot of pizza. In fact, he orders it sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an important customer for Pizza Hut? Answer: A critical behavior predictor called usage refers to how much of a product category or brand a customer buys. There are two ways to look at usage: usage rates and brand relationship.

According to Ron's usage rate, he would most likely be classified as a heavy user. Heavy users typically buy the most of a product category or a brand's share of the market. There's a rule of thumb called the Pareto Rule that says 20 percent of the market typically buys 80 percent of the products. That explains why the heavy user category is so important to marketers and why planners will make special efforts to understand this key customer group.

Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning

40 ..

Read the following scenario and then answer the questions that follow.

A recent article in the Wall Street Journal described how the next "Pepsi Generation" likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet soda drinkers and that teens start drinking diet soft drinks at a very early age. However, Pepsi also acknowledged that a substantial portion of young people don't consider diet sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America was quoted as saying, "We are treating Diet Pepsi as the flagship brand. . . . It's a big step for us." Indeed, this is a major break with the traditional soft-drink market, where the sugar-sweetened version of Pepsi still dominates in market share. However, with concerns of rising obesity and schools cutting back on sugarsweetened drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with increased marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be marketed as a hip, cool brand for everyone, including teenagers and baby boomers.

Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African-Americans, and sports fans."

148) By treating the diet soda market as relatively homogeneous, what marketing strategy is Pepsi using?

Answer: The strategy is the undifferentiated strategy.

Difficulty: Moderate Chapter LO: 5-3 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 149) Which segmentation variables is Pepsi using when it narrows its marketing efforts for regular Pepsi-Cola to "soda drinkers younger than 25, Latinos, African-Americans, and sports fans"?

Answer: Age and ethnicity fall under demographic segmentation, and sports fans represent an interest, which would be psychographic segmentation.

Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 150) The article also noted that a substantial portion of young people don't consider diet sodas cool, particularly men. What is Pepsi trying to accomplish with its increased effort to reach these consumers?

Answer: Pepsi is trying to change their attitude toward diet sodas. Currently, a substantial portion of young people's attitudes toward this product are negative, and Pepsi would like to change that. Attitudes are important to advertisers because they influence how consumers evaluate products.

Difficulty: Moderate Chapter LO: 5-4 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 6 Strategic Research 1) ________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of advertising strategy.

A) Advertising research B) Market research C) Consumer research D) Strategic research E) Segmentation research Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 2) Which of the following is NOT a type of research used in planning advertising and marketing communication?

A) market research B) consumer research C) brand communication research D) strategic research E) segmentation research Answer: E Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Written and oral communication 3) ________ identifies people who are in the market for a product in terms of their characteristics, attitudes, interests, and motivations.

A) Advertising research B) Market research C) Consumer research D) Strategic research E) Copy research Answer: C Difficulty: Easy Chapter LO: 6-1 Course LO: Describe the marketing research process

1 ..

4) ________ focuses on message development research, media planning research, and evaluation, as well as information about competitors' advertising.

A) Brand communication research B) Market research C) Consumer research D) Strategic research E) Copy research Answer: A Difficulty: Easy Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Written and oral communication 5) ________ uncovers critical information that becomes the basis for strategic planning decisions for both marketing and marketing communication.

A) Segmentation research B) Market research C) Consumer research D) Strategic research E) Copy research Answer: D Difficulty: Easy Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Written and oral communication 6) Government organizations and trade associations are both sources of ________ data.

A) primary B) secondary C) ethnographic D) subscription E) unregulated Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 7) Radio Facts, published by the Radio Advertising Bureau, is an example of ________.

A) qualitative research B) primary information C) a trade association report that helps advertisers make better decisions D) a report developed by a secondary research supplier E) a government report that helps advertisers make better decisions Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 2 ..

8) Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

A) qualitative research suppliers B) primary research suppliers C) trade associations D) secondary research suppliers E) reports supplied by government agencies Answer: D Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 9) Which of the following statements is FALSE regarding secondary research?

A) It is called secondary because it is information that has been collected and published by someone else.

B) Much of the secondary research used by advertisers comes from government census records on the population's size, geographic distribution, age, income, occupation, education, and ethnicity.

C) Secondary research found on the Internet is not valid.

D) Trade associations can be a reliable source for secondary research.

E) Secondary research suppliers gather and organize information around specific topic areas for other interested parties.

Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 10) Information that is collected for the first time from original sources is called ________ research.

A) market B) quantitative C) primary D) secondary E) government Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process

3 ..

11) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called ________ research suppliers.

A) secondary B) primary C) trade D) advertising E) certified Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 12) Which of the following organizations surveys large samples of American consumers, asking questions about consumption, possession, and use of a wide range of products, services, and media?

A) Lexis-Nexis B) Off-the-Shelf Publications C) Dialog Information Services D) Dow Jones Factiva E) Simmons Market Research Bureau Answer: E Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process 13) ________ research provides insight into the underlying reasons for how and why consumers think, feel, and behave as they do, using tools such as observation, ethnographic studies, in-depth interviews, and case studies.

A) Secondary B) Quantitative C) Qualitative D) Neural E) Experimental Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process

4 ..

14) Which of the following statements is true?

A) Primary research can be quantitative or qualitative, but not experimental.

B) Primary research can be quantitative, qualitative, or experimental.

C) Primary research is experimental, not qualitative or quantitative.

D) Primary research is qualitative, not quantitative or experimental.

E) Primary research is quantitative, not qualitative or experimental.

Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 15) ________ research delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information.

A) Ethnographic B) Quantitative C) Qualitative D) Neural E) Experimental Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 16) Quantitative research is typically designed to either accurately ________ something or ________ something.

A) investigate; question B) explore; observe C) count; predict D) explore; prove E) predict; observe Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 17) What are the two primary characteristics of quantitative research?

A) large sample sizes and quota sampling B) small sample sizes and rich data C) primary and secondary data D) small sample sizes and consumer insights E) large sample sizes and random sampling Answer: E Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process

5 ..

18) Observation, in-depth interviews, and case studies are all examples of which type of research?

A) secondary research B) quantitative research C) qualitative research D) experimental research E) ethnographic research Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 19) Experimental research is most likely used to ________.

A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) uncover information in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research Answer: A Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 20) Computer-vision software and eye-tracking technology would most likely be used in which type of research?

A) secondary B) qualitative C) ethnographic D) survey E) experimental Answer: E Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Information technology

6 ..

21) ________ is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used by the marketing department to develop a marketing plan and, ultimately, provide information for an advertising plan.

A) Marketing research B) Media research C) Consumer insight research D) Semiotic analysis E) Concept testing Answer: A Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 22) ________ includes an assessment of a brand's role and performance in the marketplace, as well as an investigation of the brand's relationship with its customers.

A) Competitive analysis B) Brand experience research C) Consumer insight research D) Media research E) Concept testing Answer: B Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 23) When an agency gets a new client, the first thing the agency team should do is learn about the ________.

A) competition B) social media C) network of associations D) brand E) target market Answer: D Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process

7 ..

24) When conducting a ________, the advertising planner will either formally or informally begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand, as well as its competitors' communication and other relevant categories that may have lessons for the brand.

A) media audit B) semiotic analysis C) brand experience audit D) marketing communication audit E) competitive analysis Answer: D Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication 25) When conducting a(n) ________, account team members will buy and test other products in a brand's category.

A) media audit B) semiotic analysis C) association test D) marketing communication audit E) competitive analysis Answer: E Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 26) A formal and systematic tabulation of competitors' approaches and strategies is known as a(n) ________.

A) content analysis B) semiotic analysis C) brand experience D) association test E) concept test Answer: A Difficulty: Easy Chapter LO: 6-2 Course LO: Describe the marketing research process

8 ..

27) Truly understanding the consumer is the goal of ________.

A) brand experience research B) competitive analysis C) media research D) consumer insight research E) evaluation research Answer: D Difficulty: Easy Chapter LO: 6-2 Course LO: Describe the marketing research process 28) Which of the following best explains the goal of neuromarketers?

A) using subliminal messages to influence consumer decisions B) collecting data about responses to advertising and products by scanning consumers' brains C) observing and tracking consumer behavior on the Internet D) designing marketing research experiments using the Internet E) analyzing data from various sources to answer complex "what if" questions Answer: B Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Information technology 29) Which of the following is accurately described as a "work-in-progress" type of evaluation?

A) media research B) association testing C) semiotic analysis D) competitive analysis E) concept testing Answer: E Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 30) Which of the following is typically the first step in the process of message development?

A) concept testing B) review of secondary research provided by the client C) "Big Idea" brainstorming D) diagnostic research E) personal research Answer: B Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication

9 ..

31) ________ evaluates the relative power of various creative ideas, while ________ provides information on media selection.

A) Competitive analysis; content analysis B) Semiotic analysis; content analysis C) Concept testing; media research D) Competitive testing; copy testing E) Copy testing; semiotic analysis Answer: C Difficulty: Difficult Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication 32) Which of the following examines the effects of various types of executions of the "Big Idea" developed by the creative team?

A) consumer insight research B) media research C) concept testing D) evaluation research E) semiotic analysis Answer: C Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication 33) The objective of ________ is to examine symbolism and signs in a message, uncovering layers and types of meanings that might be particular to different groups of customers.

A) content analysis B) semiotic analysis C) brand research D) association tests E) competitive analysis Answer: B Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication

10 ..

34) Which of the following is the first level of evaluation research?

A) consumer insight research B) competitive analysis C) pretesting D) concept testing E) marketing audit Answer: D Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 35) ________ is research on a message execution in its finished stages but before it appears in media.

A) Insight research B) Copy testing C) Pretesting D) Message development research E) Semiotic analysis Answer: C Difficulty: Easy Chapter LO: 6-2 Course LO: Describe the marketing research process 36) Copy testing is also referred to as ________.

A) pretesting B) concept testing C) evaluative research D) media research E) semiotic analysis Answer: C Difficulty: Easy Chapter LO: 6-2 Course LO: Describe the marketing research process 37) Which of the following is most likely conducted during and after an ad campaign?

A) media audit B) concept testing C) competitive analysis D) brand experience research E) copy testing Answer: E Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process

11 ..

38) Which of the following is NOT a common method for conducting surveys?

A) in person B) by mail C) by fax D) through the Internet E) by phone Answer: C Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process 39) Of the following, what is the first major question that should be considered when designing a survey?

A) What is the best way to sell the product?

B) Which questions should be included?

C) Where should the survey take place?

D) What type of incentive should be included?

E) How can a representative sample of people be interviewed?

Answer: E Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 40) Why do some Internet surveys create results that may not reflect a specified population's behavior and attitudes?

A) Participants typically volunteer rather than being randomly selected B) The practice of spamming has gained acceptance.

C) Internet surveys can present images, sounds, and videos.

D) Internet surveys are effective for reaching a wide audience.

E) More people have Internet access than telephone access.

Answer: A Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Information technology 41) An in-depth interview asks questions that are ________.

A) broad and open-ended B) multiple choice C) closed-ended D) highly structured and inflexible E) easily generalized Answer: A Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication 12 ..

42) ________ is a quantitative method that uses structured interviews to ask large numbers of people the same set of questions.

A) In-depth interviewing B) Survey research C) Focus group interviewing D) Observation research E) Ethnographic research Answer: B Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication 43) In order for survey research to accurately reflect the population, the participants must ________.

A) be likely to buy the product referred to in the survey B) be contacted online C) have a positive perception of the company conducting the survey D) be selected randomly from the population E) have unique opinions Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 44) In a(n) ________ sample, each person in a population has an equal chance of being selected to be in the sample.

A) aided B) unaided C) random D) selected E) observed Answer: C Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process

13 ..

45) A subset of a population that is representative of the entire population is called a ________.

A) sample B) cohort C) subculture D) census E) subcensus Answer: A Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process 46) Which of the following is the LEAST likely reason for the current shift from phone to online surveys?

A) Online surveys are less expensive.

B) Online surveys don't take as much time.

C) Online surveys can include video and graphics.

D) Fewer people are participating in telephone surveys.

E) Phone surveys do not allow for a random sampling.

Answer: E Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Information technology 47) A group of 6 to 10 users of a product who are brought together once to have a discussion about some topic, such as the brand, the product category, or marketing communication, is known as a(n) ________.

A) focus group B) focus panel C) survey group D) random sample E) ethnographic research sample Answer: A Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication

14 ..

48) The use of focus groups is an example of ________ research methods.

A) secondary B) ethnographic C) quantitative D) experimental E) qualitative Answer: E Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 49) ________ focus groups are held in a comfortable setting, usually people's homes.

Participants in these groups have typically been recruited by the host.

A) Snowball B) Ethnographic C) Friendship D) Sample E) Unstructured Answer: C Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 50) Which of the following practices involves aggregating the wisdom of Internet users in a type of digital brainstorming?

A) focus group interviewing B) ethnographic observing C) crowdsourcing D) expert panel interviewing E) consumer research panel interviewing Answer: C Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Information technology 51) An expert panel is ________.

A) more common than a consumer research panel.

B) made up of experts from many fields of study C) made up of experts from one field of study.

D) made up of "professional snoops."

E) a form of quantitative market research.

Answer: B Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 15 ..

52) How does participant observation have an advantage over standard observational research?

A) The observer is watching strangers.

B) The observations are done in a more formal setting.

C) Data from participant observation are more easily quantified.

D) The observer has an inside view of the group's experiences.

E) The participants are chosen by the researcher.

Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 53) Which of the following is a disadvantage of observation and ethnographic research methods?

A) They are types of quantitative research.

B) They require large numbers of participants.

C) They do not allow the observer to understand the daily lives of participants.

D) They do not provide insight into the participants' motives.

E) They reveal what people actually do instead of what they say they do.

Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 54) Using ________, researchers go into authentic consumer environments to record the behavior of consumers without actually participating in the lives of the consumers.

A) focus groups B) experimental research C) friendship groups D) observational research E) survey research Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 55) ________ research involves the researcher living the lives of the people being studied.

A) Focus group B) Ethnographic C) Friendship group D) Quantitative E) Survey Answer: B Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process

16 ..

56) Which of the following is true of ethnographic research?

A) It is a type of experimental research.

B) It combines anthropology and marketing.

C) It is a traditional quantitative research approach.

D) It can be conducted online but not in person.

E) It is typically used to answer well-defined product or strategy questions.

Answer: B Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 57) Which research method would a marketing communication researcher most likely use to obtain information that people are unwilling or unable to provide?

A) observational B) survey C) questionnaire D) focus group E) personal interview Answer: A Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication 58) Marketers sometimes ask consumers to record their activities and thoughts through the use of ________.

A) surveys B) focus groups C) diaries D) monitors E) purpose-driven games Answer: C Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication

17 ..

59) Which of the following is most likely to tell media planners exactly what programs and ads consumers watched?

A) panels B) diaries C) story elicitations D) focus groups E) purpose-driven games Answer: B Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication 60) What does Karl Weiss mean when he advises marketers to "triangulate" research methods?

A) Do each survey three different times.

B) Repeat the same research with at least three different populations.

C) Have at least three experts interpret the data.

D) Use a number of research methods to investigate a research question.

E) Use primary research before collecting secondary research.

Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 61) Which projective technique do researchers use to see how people solve problems and search for information?

A) fill-in-the-blanks B) meaning creation C) purpose-driven games D) story elicitation E) photo sorts Answer: C Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 62) Which projective technique asks consumers to explain the artifacts in their lives, such as photos in their homes and treasured objects?

A) fill-in-the-blanks B) artifact creation C) purpose-driven games D) story elicitation E) photo sorts Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 18 ..

63) Which projective technique uses such ideas as life collages, day mapping, and the construction of instruction books as ways to elicit stories that discuss brands and their roles in daily life?

A) theater techniques B) photo sorts C) metaphors D) artifact creation E) story elicitation Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 64) Which projective technique involves asking consumers to visually record something with a camera, such as a shopping trip, and then later reviewing those visuals and asking consumers to explain what they were thinking or doing?

A) fill-in-the-blanks B) photo elicitation C) purpose-driven games D) story elicitation E) photo sorts Answer: B Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 65) Which projective technique involves asking consumers to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations in which the product might be used?

A) fill-in-the-blanks B) photo elicitation C) purpose-driven games D) story elicitation E) photo sorts Answer: E Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process

19 ..

66) Which projective technique attempts to gain insight into how people perceive brands by examining the link between concepts?

A) meaning creation B) metaphors C) purpose-driven games D) panel groups E) focus interviewing Answer: B Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication 67) ________ means that the research actually measures what it says it measures.

A) Semiotics B) Reliability C) Validity D) Criteria E) Quality Answer: C Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process 68) ________ means that you can run the same test again and get the same answer.

A) Semiotics B) Reliability C) Validity D) Criteria E) Quality Answer: B Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process 69) Which of the following would most likely increase the reliability of research?

A) Select a sample that truly represents its population.

B) Use sample sizes larger than 200.

C) Test hypotheses.

D) Only conduct qualitative research.

E) Rely on focus groups and in-depth interviews.

Answer: A Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process

20 ..

70) In general, ________ methods are more useful for gathering data (e.g., how many do this or believe that?), and ________ methods are better at uncovering reasons and motives (e.g., why do they do or believe?).

A) qualitative; quantitative B) primary; secondary C) secondary; primary D) reliable; valid E) quantitative; qualitative Answer: E Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process 71) IMC research uncovers critical information that becomes the basis for strategic planning decisions.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 72) Secondary research is information that has been collected and published by someone else.

Answer: TRUE Difficulty: Easy Chapter LO: 6-1 Course LO: Describe the marketing research process 73) Secondary research is less important than primary research.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 74) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 75) Both SMRB and MRI conduct and report original research that is intended primarily for use in media planning.

Answer: TRUE Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process 21 ..

76) Marketers who want insight into the underlying reasons for consumer behavior should conduct qualitative research.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 77) Qualitative research should be used to draw conclusions about the larger population.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 78) Experimental research uses formal hypothesis-testing techniques.

Answer: TRUE Difficulty: Easy Chapter LO: 6-1 Course LO: Describe the marketing research process 79) Marketing research is informal research.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 80) Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 81) Media planning begins with media research that gathers information about all possible media and marketing communication tools that might be used in a campaign to deliver a message.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication 82) Research used to evaluate the relative power of various creative ideas before the launch of a product is called copy testing.

Answer: FALSE Difficulty: Easy Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication 22 ..

83) Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Written and oral communication 84) The three distinct memory systems in the mind which advertisements seek to tap into are semantic memory, episodic memory, and procedural memory.

Answer: TRUE Difficulty: Difficult Chapter LO: 6-2 Course LO: Describe the marketing research process 85) Evaluative research conducted during an ad campaign seeks to determine the effectiveness of the ad, while evaluative research conducted at the end of an ad campaign has diagnostic objectives.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process 86) Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent.

Answer: FALSE Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process 87) Telephone surveys largely replaced door-to-door surveys in the 1960s.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 88) Focus groups should be used only in the background research step of the message development process.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process

23 ..

89) Formal focus groups take place in a comfortable setting, usually people's homes, where the participants have been recruited by the host.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 90) Psychographic research involves the researcher participating in the lives of the people being studied.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 91) Focus groups have the advantage of revealing what people actually do, as distinguished from what they say they do.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 92) Researchers use beeper diaries as a way to randomize the recording of consumer activities.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Information technology 93) Crowdsourcing refers to collecting the opinions of consumers through surveys administered in public places, such as shopping malls.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 94) Sculpting is a projective technique that involves physically putting product users in static positions that reflect how they think about or use a brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process

24 ..

95) In the qualitative research method called photo elicitation, consumers are asked to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations in which it might be used.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 96) Word association is a projective technique used to uncover the network of associations in consumers' thought patterns.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 97) The two basic research criteria of validity and reliability are drawn from the scientific method.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 98) Reliability means that the research actually measures what it says it measures.

Answer: FALSE Difficulty: Easy Chapter LO: 6-3 Course LO: Describe the marketing research process 99) In research terms, reliability means that any differences that are uncovered by the research, such as different attitudes or purchasing patterns, really reflect differences among individuals, groups, or situations.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 100) A problem facing global advertisers is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Written and oral communication

25 ..

101) Qualitative research is often conducted before quantitative research.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process 102) Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora's card is scanned each time she makes a purchase at Trend Town, and the more she uses the card, the more special offers she receives from the shop. Data from Sora's card can be used to monitor buzz.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking 103) A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of a survey.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking 104) Custom online communities, such as the Adidas Insider community organized by Adidas, allow marketers to address the problem of controlling who is in an online sample.

Answer: TRUE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 105) As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research.

Answer: FALSE Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking

26 ..

106) Compare and contrast primary and secondary research and provide examples of sources for each.

Answer: Information that is collected for the first time from original sources is called primary research. Companies do their own tracking and monitoring of their customers' behavior, and they also hire research firms to do this research. Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers, such as A. C. Nielsen.

Background research that uses available published information about a topic is called secondary research. It's called secondary because it is information that has been collected and published by someone else. Many secondary information sources are available to advertisers, including government organizations, trade associations, secondary research suppliers, and the Internet.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 107) Explain the differences among market research, consumer research, brand communication research, IMC research, and strategic research.

Answer: Market research compiles information about the product category and other details of the marketing situation that will impact the development of advertising strategy. Consumer research is used to identify people who are in the market for the product in terms of their characteristics, attitudes, interests, and motivations. Ultimately this information is used to decide who should be the targeted audience for the advertising. In an integrated marketing communication (IMC) plan, the consumer research expands to acquire information about all the relevant stakeholders. Brand communication research focuses on all the elements of advertising and other forms of brand communication, including message development research, media planning research, and evaluation, as well as information about competitors' advertising. IMC research is similar except it is used to assemble information needed in planning the use of a variety of marketing communication tools. Strategic research uncovers critical information that becomes the basis for strategic planning decisions. In advertising, it covers all the factors and steps that lead to the creation of message strategies and media plans.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking

27 ..

108) Compare and contrast quantitative and qualitative research, and discuss uses of each.

Answer: Qualitative research provides insight into the underlying reasons for how consumers behave and why. Common methods include observation, ethnographic studies, in-depth interviews, and case studies. Qualitative methods are used early in the process of developing an advertising plan or message strategy for generating insights, as well as questions and hypotheses for additional research. They are also good at confirming hunches, ruling out bad approaches and questionable or confusing ideas, and giving direction to the message strategy. Because qualitative research is typically done with small groups, advertisers are not able to draw conclusions about or project their findings to the larger population.

Quantitative research delivers numerical data such as number of users and purchasers, their attitudes and knowledge, their exposure to ads, and other market-related information. It also provides information on reactions to advertising and motivation to purchase. Two primary characteristics of quantitative research are large sample sizes and random sampling. The most common quantitative research methods include surveys and studies that track such things as sales and opinions. In contrast to qualitative research, quantitative research is usually designed to either accurately count something, such as sales levels, or to predict something, such as attitudes.

In sum, qualitative research should not be used to draw conclusions, which is the province of quantitative research, but instead to better understand a market and generate hypotheses that can be tested with quantitative methods.

Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking

28 ..

109) Describe five ways research is used in marketing communication planning.

Answer: Research has several uses in marketing communication planning, including but not limited to the following: (1) Market Information: Marketing research is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used to develop a marketing plan and an advertising plan. A subset of marketing research known as market research is used to gather information about a particular market. Market information, then, includes everything a planner can uncover about consumer perceptions of the brand, product category, and competitors' brands. Brand information includes an assessment of the brand's role and performance in the marketplace. This research also investigates how people perceive brand personalities and images.

(2) Consumer Insight Research: Both the creative team and the media planners need to know as much as they can, in as much depth and detail as possible, about the people they are trying to reach. The objective of most consumer research is to puzzle out the key consumer insight that will help move the target audience to respond to the message.

(3) Media Research: Media research gathers information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message. Media researchers then match that information to what is known about the target audience.

(4) Message Development Research: As planners, account managers, and people on the creative team begin the development of an advertisement, they involve themselves in various types of informal and formal research. They read all the relevant secondary information provided by the client and the planners to become better informed about the brand, the company, the competition, and the product category. Furthermore, as writers and art directors begin working on a specific creative project, they almost always conduct at least some informal research of their own.

Concept testing is used in the development of message strategy to evaluate the relative power of various creative ideas.

(5) Evaluation Research: Evaluative research, called copy testing, is done during and after a campaign to determine the relative effectiveness of various approaches to the sales message.

Difficulty: Difficult Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking

29 ..

110) You work in an advertising agency and have been tasked with recommending some imaginative ways to investigate consumers' relationships with the brands they buy. Briefly describe four of the more imaginative qualitative methods discussed in the chapter.

Answer: There are several projective techniques researchers can use to develop insights about people's relationships with the brands they buy, including but not limited to the following: (1) Fill-in-the-blanks: A form of attitude research in which people fill in the blanks in a story or balloons in a cartoon. Their perceptions will sometimes come to the surface in the words they use to describe the action or situations depicted in the visuals.

(2) Purpose-driven games: Used to see how people solve problems and search for information.

Games can make the research experience more fun for the participants. It uncovers problemsolving strategies that may mirror consumers' approach to information searching or the kinds of problems they deal with in certain product situations.

(3) Story elicitation: Consumers are asked to explain the artifacts of their lives. These stories can provide insights into how and why people use or do things.

(4) Artifact creation: Uses such ideas as life collages, day mapping, and the construction of instruction books as ways to elicit stories that discuss brands and their role in daily life.

(5) Photo elicitation: Similar to artifacts, visuals can be used to elicit consumer thoughts and opinions. Sometimes consumers are asked to look at a set of visuals or they are instructed to visually record something with a camera, such as a shopping trip. Later, in reviewing the visuals, they are asked what the photo brings to mind or to explain what they were thinking or doing at the time.

(6) Photo sorts: Consumers are asked to sort through a deck of photos and pick out visuals that represent something, such as typical users of the product or situations where it might be used.

(7) Metaphors: Can enrich the language consumers use to talk about brands. A metaphor says one thing; a brand, for example, is something else. The insight into how people perceive brands through such connections comes from exploring the link between the two concepts.

Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking 111) Every few years, the Association of National Advertisers conducts a study on how national advertisers compensate advertising agencies that plan, develop, and execute their advertising campaigns. A national advertiser uses this data to determine how it should compensate its advertising agency. From the perspective of the national advertiser, what type of research is this?

A) primary B) qualitative C) secondary D) organizational E) marketing communication Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking

30 ..

112) Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store, so the company hired a research firm that observed consumers as they made their selection in the store. Which type of research does this represent?

A) quantitative B) qualitative C) secondary D) ethnographic E) survey Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 113) Sam wants to understand consumers' perceptions of his company's products, so he conducts a survey to assess their attitudes toward his brands as well as their intention to purchase them.

What type of research does this represent?

A) quantitative B) qualitative C) secondary D) ethnographic E) in-depth research Answer: A Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 114) You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?

A) exploratory B) qualitative C) experimental D) focus group E) ethnographic Answer: C Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking

31 ..

115) The advertising that launched General Motors' OnStar GPS system used a Batman theme.

Looking at the commercial in terms of signs and symbols, it is possible to discover the obvious and hidden meanings of the message. For instance, the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had. This is an example of ________.

A) consumer insight research B) semiotic analysis C) aided recognition D) quantitative research E) unaided recognition Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 116) Which of the following is LEAST likely to be a benefit of conducting marketing research?

A) assessing market potential and market share B) understanding customer satisfaction and purchase behavior C) measuring the effectiveness of accounting practices D) measuring the effectiveness of promotion activities E) understanding customer motivation Answer: C Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking 117) V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials. V8 conducted research in which consumers were brought to a research center to view a pilot television show in which an unreleased version of the V-8 ad appeared. Several other ads appeared during the 30-minute television program, and after viewing the show, participants were given a survey regarding their attitudes toward all of the ads they had seen. Five different groups saw the same program and ads, except the V-8 ad was different for each group. What type of research is this?

A) secondary research B) concept testing C) semiotic research D) association testing E) expert panel research Answer: B Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking 32 ..

118) You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use ________ to collect your data.

A) ethnographic research B) observational research C) survey research D) experimental research E) projective techniques Answer: C Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 119) Walmart sends a trained observer to watch and interact with a select group of customers as they shop in a Walmart store. This is an example of ________.

A) secondary research B) survey research C) ethnographic research D) experimental research E) projective research Answer: C Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking 120) A researcher stood at a deli counter, watching and listening as customers chose which brand of meat to purchase. The researcher was most likely conducting ________.

A) online research B) focus group research C) observation research D) a survey E) secondary research Answer: C Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking

33 ..

121) Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping. After recording her trip with pictures, she was asked to explain what she was thinking or doing at the time a given photo was taken. Which qualitative research method is this?

A) metaphors B) story elicitation C) photo elicitation D) photo sorts E) meaning creation Answer: C Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking 122) Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents.

Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market?

A) make sure that the survey includes both open-end and closed-end questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) examine the questionnaire for cultural distortions and insensitivities E) determine whether to focus on qualitative or experimental objectives Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 123) A research study about Coca-Cola used ________, asking respondents to make a collage of images that capture their feelings about the brand.

A) theater techniques B) metaphors C) secondary demographic research D) purpose-driven games E) artifact creation Answer: E Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking

34 ..

124) What is the most significant difference between a survey and an in-depth interview?

A) An in-depth interview is more accurate.

B) A survey cannot use random sampling.

C) A survey is person-to-person and an in-depth interview is online.

D) An in-depth interview is qualitative and a survey is quantitative.

E) An in-depth interview is considered primary research and a survey is secondary.

Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking 125) Which form of data can usually be obtained more quickly and at a lower cost than the others?

A) primary B) survey research C) experimental research D) secondary E) ethnographic research Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process 126) Scott works in the marketing department of a national insurance company. He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing longterm disability insurance. Based on this research, Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance. Which of the following statements is most likely true regarding this situation?

A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product.

B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public.

C) Scott should have conducted survey research before he conducted the focus group interview.

D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview.

E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn.

Answer: D Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge

35 ..

Use the scenario below to answer the following questions.

Mike works in the marketing department of a consumer package goods manufacturer. His primary responsibility is the marketing of a new brand of cereal that is targeted to women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a disease that weakens bones later in life and primarily affects women. Much research was conducted before this product was developed, but more is necessary to develop a marketing communication campaign.

Mike is working with an advertising agency to develop the marketing communication campaign.

127) Before the advertising agency created any advertising for this new brand of cereal, people working on the account started reading everything they could find on the product, company, industry, and competition. This is known as ________ research.

A) primary B) secondary C) qualitative D) experimental E) quantitative Answer: B Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 128) The initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of their characteristics, attitudes, interests, and motivation.

What type of research did Mike conduct?

A) brand experience research B) consumer insight research C) marketing communication research D) message development research E) evaluation research Answer: B Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking

36 ..

129) The advertising agency team members used research to help develop the message strategy.

They conducted in-depth interviews with several women who were representative of the client's target market and asked them to evaluate the relative power of various creative ideas. This type of research is known as ________.

A) consumer insight research B) ethnographic research C) semiotic analysis D) concept testing E) copy testing Answer: D Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking 130) The advertising agency also analyzed all media that is relevant to the client's target market.

Not surprisingly, they found that women they wanted to reach with the advertising were heavy readers of health-related magazines, such as Prevention and Health. However, they also found that these women were also heavy readers of shelter magazines, such as Better Homes and Gardens and House Beautiful. What kind of research did the agency conduct?

A) concept testing B) consumer insight C) media research D) message development E) evaluation research Answer: C Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking 131) Mark owns his own advertising agency and just won a new client's account. Discuss two sources of secondary research that might be of use to him as he conducts strategic research.

Answer: There are several sources of secondary research that students can discuss: Government organizations: Many of the statistics provided come from census records on the population's size, geographic distribution, age, income, occupation, education, and ethnicity.

Trade associations: Many industries support trade associations that gather and distribute information of interest to association members.

Secondary research suppliers: These independent researchers gather and organize existing information around specific topic areas for other interested parties.

Secondary information on the Internet: For any given company, you're bound to find a website where you can learn about the company's history and philosophy of doing business, check out its complete product line, and discover who runs the company.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 37 ..

132) Jones and Smith Advertising Agency is in the early process of developing an advertising plan for one of its new clients, a regional soft-drink manufacturer. What type of research would you recommend Jones and Smith conduct at this stage of the process?

Answer: Students can go a number of different directions in answering this question, but should focus on the importance of secondary research and qualitative research at the beginning of the research process.

Difficulty: Moderate Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Application of knowledge 133) You want to determine whether no-smoking policies have impacted employee morale in the United States in the past two decades. Are any secondary data likely available? Why or why not?

Answer: Yes, there are likely to be several studies conducted from which the researcher could extract information because many companies have implemented no-smoking policies in the past twenty years.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Application of knowledge 134) You want to determine whether no-smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne, Indiana. Are any secondary data likely available? Why or why not?

Answer: Because the data sought are so specific, there will likely not be much, if any, data that specifically answer the question.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Application of knowledge

38 ..

135) Name and describe two websites an advertiser could use to gather secondary research.

Answer: Answers may include the following: Company website: A company's website is a rich source for brand information and company identity.

BrandEra (www.brandera.com) offers information by product category.

Market Perceptions (http://marketperceptions.com) represents a research company that specializes in health care research. The site has information about its focus group capabilities.

Forrester Research (www.forrester.com) provides industry research into technology markets.

Greenbook.org (www.greenbook.org) is a worldwide directory of marketing research focus group suppliers.

Cluetrain (www.cluetrain.com) publishes new ways to find and share innovative marketing information and ideas.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Information technology 136) Describe the kind of information an advertiser can gain from Mediamark Research, Inc. (MRI).

Answer: Mediamark Research, Inc. conducts its own original research and publishes its findings, which are available to clients, such as advertisers. An MRI subscriber can select a consumer target and ask for information on all other products and services and all the media that members of the target segment use. The resulting profile provides a vivid and detailed description of the target as a person, which is what information agency creative teams need to help them envision their audiences. Another example of the kind of information advertisers can gain from MRI is the types of TV programs adults aged 18 to 34 watch.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 137) Explain why qualitative or experimental research would be the better method for determining whether shoppers in the Midwest are more sensitive to a price increase for laundry soap than shoppers on the East Coast are.

Answer: Experimental research would be most important because it investigates cause-andeffect relationships; it would allow the researcher to test a hypothesis about price sensitivity and compare the differences in the two geographic regions.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Application of knowledge

39 ..

138) Jill is part of the creative team in the advertising agency developing the message for a client's account. Her job is to conduct tests to evaluate the relative power of various creative ideas. What is this type of test called?

Answer: The test is known as concept testing.

Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Analytical thinking 139) Explain how researchers might collect feedback during telemarketing calls.

Answer: Call centers can be used as research centers to gain real-time feedback about the brand and its marketing and advertising strategies. For example, whenever a call is made for whatever purpose (either inbound or outbound), that contact provides an opportunity to ask a brand-related question.

Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Application of knowledge 140) Josh was told to conduct in-depth interviews with consumers to gain a better understanding of their perceptions and feelings toward his company's brand of facial tissue. He has only had experience conducting survey research and is not sure what an in-depth interview actually is.

Explain what it is, how it's different from survey research, and how it's done.

Answer: An in-depth interview is a qualitative method conducted one-on-one using open-ended questions that require respondents to generate their own answers. The primary difference between an interview and a survey is the interview's use of an unstructured questionnaire.

Interviews use a discussion guide that outlines the areas to be covered during the session.

Interviews are considered qualitative because they typically use smaller sample sizes than surveys, and their results are not generalizable or subject to statistical tests.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 141) Madeleine needs to conduct a focus group interview to get consumers' reactions to various advertising ideas. However, she does not have much time and she needs more in-depth responses than she normally gets from a typical focus group interview. What would you recommend Madeleine do to meet her needs?

Answer: One alternative to a typical focus group is to use a friendship focus group, which uses a comfortable setting, usually people's homes, where the participants have been recruited by the host. This approach is designed to break down barriers and save time in getting to more in-depth responses.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 40 ..

142) Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug stores, and grocery stores. One of Cover Girl's largest target markets is college-aged women, and the company wants to get a first-hand understanding of how this market purchases and uses cosmetics on a daily basis. What type of research would be best at getting at this level of understanding?

Answer: Several qualitative research methods, such as focus group interviews, in-depth interviews, and observation research could provide this insight. However, ethnographic research, which involves the researcher living the lives of the people being studied, might provide even better insight. Perhaps Cover Girl can have a researcher become a college student living in a dormitory, sorority, or apartment with other college women to study the meanings, language, interaction, and behavior of the target market. This method is particularly good at deriving a picture of a day in the life of a typical consumer.

Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 143) A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview. How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?

Answer: The group might be given a prepared meal with both vegetable options. Afterward, the marketer can obtain fresh feedback from the respondents or through observation. The marketer could assess respondents' reactions and facial expressions while they eat provided meals.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 144) You are trying to determine whether retired people drink more coffee at McDonald's during lunch than they do during dinner. Why is observation research NOT effective in this scenario?

Answer: It is difficult to determine, just by looking, whether people are retired.

Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 145) You are conducting research and want to make sure that it adheres to the scientific method.

Discuss the two basic research criteria you need to be concerned about.

Answer: The two basic research criteria are validity and reliability. Validity means that the research actually measures what it says it measures. Reliability means that you can run the same test again and get the same answers.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking

41 ..

146) Discuss a major issue that global researchers face.

Answer: In-depth understanding of the economic and cultural conditions, government regulations, and communications media of each country is more important than ever before. The biggest problem is cross-cultural communication and how to arrive at an intended message without cultural distortions or insensitivities.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Analytical thinking Refer to the following scenario to answer the questions below.

Kraft markets several consumer packaged goods products as well as appliances, such as coffeemakers, and wants to get a better understanding of its target market and how competing products are advertised. Kraft's agency of record has conducted extensive research for them as well as purchased information from research suppliers. The agency is also conducting background research as well as using some imaginative qualitative methods to better understand Kraft's target market.

147) Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.

Answer: A. C. Nielsen, Simmons Market Research Bureau (SMRB), and Mediamark Research, Inc. (MRI) were discussed in this chapter. A. C. Nielsen will conduct primary research, but it is also a secondary research supplier (e.g., television ratings). SMRB and MRI survey large samples of American consumers (approximately 30,000 for each survey) and ask questions about the consumption, possession, or use of a wide range of products, services, and media.

Difficulty: Difficult Chapter LO: 6-1 Course LO: Describe the marketing research process AACSB: Application of knowledge 148) One of Kraft's research projects had the objective of understanding competitors' advertisements. Name and describe the purpose of this type of background research.

Answer: A marketing communication audit might include only informal summaries of the slogans, appeals, and images used most often, or it might include a more formal and systematic tabulation of competitors' approaches and strategies called a content analysis. By disclosing competitors' strategies and tactics, analysis of the content of competitive advertisements provides clues to how competitors are thinking and suggests ways to develop new and more effective campaigns.

Difficulty: Moderate Chapter LO: 6-2 Course LO: Describe the marketing research process AACSB: Application of knowledge

42 ..

149) If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising, what type of research do you suggest and why?

Answer: Semiotic analysis is a way to take apart the signs and symbols in a message to uncover layers and types of meanings. The objective is to find deeper meanings in the symbolism and meanings, particularly as they relate to different groups of consumers.

Difficulty: Moderate Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge 150) One research study used the Zaltman Metaphor Elicitation Technique (ZMET) for the Kraft boxed macaroni and cheese product. Kraft learned that its brand of boxed macaroni and cheese generated feelings of fun and love, not just feelings of nutrition and fulfillment. Explain how Kraft, using this technique, uncovered this information.

Answer: The ZMET uses metaphors and visual images to uncover patterns in people's thinking.

Respondents could have been asked to collect pictures that captured their feelings about Kraft's product from magazines, catalogs, or other printed materials. Then they might have discussed the images in personal interviews. Finally, participants could have been asked to create a summary image and record a statement that explained its meaning.

Difficulty: Difficult Chapter LO: 6-3 Course LO: Describe the marketing research process AACSB: Application of knowledge

43 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 7 Strategic Planning 1) ________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.

A) Insight mining B) Situation analysis C) Strategic research D) Strategic planning E) Marketing research Answer: D Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 2) ________ are goals to be accomplished with a strategic plan.

A) Strategies B) Objectives C) Tactics D) Motives E) Needs Answer: B Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 3) ________ are concerned with how to accomplish objectives outlined in a strategic plan.

A) Strategies B) Needs C) Visions D) Motives E) Insights Answer: A Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 4) ________ are the actions that make the strategic plan come to life.

A) Strategies B) Objectives C) Tactics D) Motives E) Insights Answer: C Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 1 ..

5) Strategic planning is a four-tiered process that begins with the ________.

A) marketing plan B) initial investment C) business plan D) brand communication plan E) SWOT analysis Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 6) A strategic business unit is best defined as ________.

A) a line of products under a single brand name B) all of the product lines offered by a corporation C) a functional department within a corporation D) a brand E) a corporation Answer: A Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 7) Which concept is a measurement that shows whether, in general, the costs of conducting the business are more than matched by the revenue produced in return?

A) SWOT B) SBU C) IMC D) the 4 Ps E) ROI Answer: E Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 8) The objectives for planning at the ________ planning level tend to focus on maximizing profit and return on investment.

A) advertising B) IMC C) marketing D) tactical E) corporate Answer: E Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing

2 ..

9) For most organizations, strategic planning starts with ________.

A) formulating a business mission statement B) identifying the target market C) determining the required return-on-investment D) conducting an internal and external environment analysis E) creating the marketing mix Answer: A Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 10) A(n) ________ assesses the external and internal environments that affect marketing operations.

A) situation analysis B) point-in-time analysis C) strategic business unit analysis D) mission statement E) action plan Answer: A Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 11) Adam is assisting in the development of his company's marketing plan, and he has been assigned to assess the external and internal environments that affect the marketing operations. He will be looking at the company's history, products, and brands, as well as the competitive environment, consumer trends, and other marketplace trends that affect the product category.

What type of analysis is Adam conducting?

A) business analysis B) competitive analysis C) internal/external analysis D) situation analysis E) category analysis Answer: D Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing

3 ..

12) In a SWOT analysis, a ________ is a positive trait or condition.

A) strength B) win C) benefit D) threat E) leverage Answer: A Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 13) SWOT analysis is a type of ________.

A) situation analysis B) brand strategy C) feature analysis D) perceptual analysis E) consumer insight Answer: A Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 14) The percentage of the category purchases that are made by the brand's customers is known as ________.

A) customer equity B) return-on-investment C) share of market D) share of voice E) customer value Answer: C Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 15) What is the most important part of the marketing plan for marcom managers?

A) business objectives B) perceptual mapping C) brand strategy D) insight mining E) situation analysis Answer: C Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing

4 ..

16) Which of the following refers to the fundamental principles that guide the operations of a business?

A) vision statement B) mission statement C) business philosophy D) social philosophy E) competitive advantage Answer: C Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 17) Which of the following refers to a description of what senior management sees as an organization's future?

A) vision statement B) mission statement C) business philosophy D) social philosophy E) competitive advantage Answer: A Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 18) A company with a corporate mission that reflects its desire to do good has a ________ marketing philosophy.

A) competitive B) societal C) business D) situational E) value Answer: B Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Ethical understanding and reasoning 19) Which of the following monitors the entire business planning process?

A) strategy formulation B) tactical formulation C) implementation D) research E) feedback and control Answer: E Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 5 ..

20) Which of the following is typically done first in the process of developing a marketing plan?

A) selecting marketing objectives B) selecting target markets C) developing marketing mix strategies D) identifying threats and opportunities E) designing action plans Answer: D Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 21) How often is the typical marketing plan evaluated?

A) every ten years B) every five years C) every year D) every six months E) every month Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 22) The O in SWOT analysis stands for ________.

A) ownership B) opportunities C) on-site D) off-site E) objectives Answer: B Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 23) The T in SWOT analysis stands for ________.

A) time B) team C) trade D) tactics E) threats Answer: E Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing

6 ..

24) The W in SWOT analysis stands for ________.

A) wins B) wages C) weaknesses D) whys E) websites Answer: C Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 25) In the process of developing a marketing plan, differentiating and positioning the product relative to the competition most likely occurs when a marketing/firm is ________.

A) setting objectives B) assessing consumer needs C) developing the brand strategy D) developing the marketing mix strategy E) implementing tactical programs Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Describe the process of market segmentation, targeting, and positioning 26) In the process of developing a marketing plan, determining pricing and distribution most likely occurs when a marketing/firm is ________.

A) setting objectives B) assessing consumer needs C) developing the brand strategy D) developing the marketing mix strategy E) implementing tactical programs Answer: D Difficulty: Moderate Chapter LO: 7-1 Course LO: Describe the process of market segmentation, targeting, and positioning 27) Which type of communication objective is most closely associated with the Facets Model of Effects category of perception?

A) cue the psychological appeal B) create awareness C) stimulate desire D) stimulate trial E) connect to positive brand experiences Answer: B Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 7 ..

28) Which type of communication objective is most closely associated with the Facets Model of Effects category of emotion?

A) cue the psychological appeal B) create awareness C) connect to positive brand experiences D) establish brand identity E) stimulate opinion Answer: A Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 29) Which type of communication objective is most closely associated with the Facets Model of Effects category of cognition?

A) cue the psychological appeal B) create awareness C) stimulate desire D) establish brand identity E) connect to positive brand experiences Answer: D Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 30) Which type of communication objective is most closely associated with the Facets Model of Effects category of persuasion?

A) deliver information B) create awareness C) cue the brand personality D) create conviction E) connect to positive brand experiences Answer: D Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

8 ..

31) Which of the following refers to the overall direction of a marcom plan?

A) brand position B) communication objective C) brand communication strategy D) Big Idea E) consumer insight Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 32) Establishing in the consumer's mind what a brand offers and how it compares with the competition is ________.

A) benchmarking B) targeting C) segmenting D) positioning E) attributing Answer: D Difficulty: Easy Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 33) Which of the following is a tangible product feature?

A) quality B) status C) value D) ease of use E) fashion Answer: D Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 34) Which strategy is designed to focus attention on product differences that are important to consumers and that distinguish the company's product from its competitors?

A) product differentiation B) segmentation C) feature analysis D) benchmarking E) targeting Answer: A Difficulty: Easy Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies

9 ..

35) Products that really are the same, such as milk, unleaded gas, and over-the-counter drugs, are referred to as ________ products.

A) generic B) differentiated C) parity D) unpositioned E) positioned Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 36) Which type of analysis involves making a chart of a company's product and competitors' products, listing each product's relevant features, evaluating how well the product and the competitors' products perform on that feature, and then evaluating how important each feature is to the target audience?

A) situation analysis B) segmentation analysis C) feature analysis D) differential analysis E) market situation analysis Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 37) ________ is found where the product has a strong feature in an area that is important to the target and in which the competition is weaker.

A) Position B) Competitive advantage C) Differentiation D) Segmentation E) Brand equity Answer: B Difficulty: Easy Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies

10 ..

38) Which of the following would a planner use to compare positions of competitors?

A) brand matrix B) situation matrix C) differential map D) perceptual map E) SWOT map Answer: D Difficulty: Easy Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 39) Which of the following demographic groups gets the most attention from advertisers?

A) 12-to-18-year-olds B) 18-to-34-year-olds C) 25-to-40-year-olds D) 35-to-55-year-olds E) 56-to-80-year-olds Answer: B Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 40) As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?

A) repositioning the 7-Up brand B) penetrating the British consumer market C) changing the perception that 7-Up was too expensive D) changing the perception that 7-Up was unhealthy E) capturing a large share of the family market soft drink expenditures Answer: A Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 41) The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image.

A) see/hear B) feel C) think/understand D) connect E) believe Answer: D Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies

11 ..

42) The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership.

A) see/hear B) feel C) think/understand D) connect E) believe Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 43) Which of the following is LEAST likely a behavioral objective of a marcom plan?

A) volunteering B) redeeming a coupon C) visiting a website D) stimulating brand preference E) visiting a store Answer: D Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 44) A brand that consumers describe as loving, trustworthy, or protective has most likely established a ________.

A) leadership position B) superiority position C) brand preference D) brand loyalty E) brand personality Answer: E Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 45) Brand ________ often comes from being the first brand in the market.

A) leadership B) personality C) promise D) association E) cognition Answer: A Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning

12 ..

46) Which of the following refers to the mental impression that consumers construct for a product?

A) brand personality B) brand image C) brand promise D) brand loyalty E) brand preference Answer: B Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make 47) A brand is sometimes defined as a(n) ________ because it establishes an expectation based on familiarity, consistency, and predictability.

A) image B) position C) promise D) association E) personality Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make 48) A brand ________ is what makes consumers brand loyal.

A) image B) association C) personality D) perception E) relationship Answer: E Difficulty: Moderate Chapter LO: 7-2 Course LO: Identify and discuss the factors influencing consumer buying behavior 49) Fashion and safety are both examples of ________.

A) tangible product features B) intangible product attributes C) brand leadership D) brand identity E) brand preference Answer: B Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make

13 ..

50) Walmart's "Always Low Prices" is a classic example of a ________ position.

A) superiority B) preemptive C) value D) psychological E) usage Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 51) Being the first brand in a product category often leads to a brand establishing a ________ position.

A) usage B) preemptive C) benefit D) psychological E) value Answer: B Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 52) Which type of positioning is relatively easy to establish if the brand is faster, fancier, safer, or newer?

A) superiority B) preemptive C) value D) competitive E) usage Answer: A Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 53) The principle in repositioning is to move ahead while at the same time maintaining the same ________.

A) brand image B) brand position C) value position D) usage E) brand essence Answer: E Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 14 ..

54) ________ is the research-and-analysis process used to gain knowledge and understanding of the consumer that is expressed as a key consumer insight into how people relate to a brand or product.

A) Account planning B) Advertising planning C) Consumer planning D) Message planning E) Media planning Answer: A Difficulty: Easy Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 55) In an advertising agency, who is responsible for researching a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants?

A) account manager B) account planner C) media director D) creative director E) research director Answer: B Difficulty: Easy Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 56) Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"?

A) account manager B) account planner C) media director D) creative director E) research director Answer: B Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies

15 ..

57) Which of the following is NOT typically a responsibility of an account planner?

A) understanding the meaning of the brand B) articulating communication strategies C) evaluating the effectiveness of the communication in terms of how the target reacts to it D) preparing creative briefs based on an understanding of the consumer and the brand E) deciding the pricing strategy of the brand Answer: E Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 58) What is at the core of all account planning?

A) consumer research B) pricing plans C) situation analysis D) competitive advantage E) distribution management Answer: A Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 59) Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

A) big idea generating B) critical thinking C) creative thinking D) insight mining E) insight communicating Answer: D Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 60) The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.

A) communication brief B) situation analysis C) business plan D) marketing plan E) competitive brief Answer: A Difficulty: Easy Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 16 ..

61) Which of the following explains the consumer insight and summarizes the basic strategy decisions?

A) creative brief B) research brief C) business plan D) IMC plan E) competitive brief Answer: A Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 62) Which of the following is LEAST likely included in a communication brief?

A) proposition or selling idea B) problem C) target audience D) brand imperatives E) sales force objectives Answer: E Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 63) Which component of a communication brief details the brand's essence, personality, and image?

A) communication objectives B) problem C) target audience D) brand imperatives E) support Answer: D Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

17 ..

64) Which component of a communication brief states the single-minded thought that the communication will bring to life in a provocative way?

A) communication objective B) consumer insight C) creative direction D) brand imperative E) proposition or selling idea Answer: E Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 65) Which component of a communication brief provides the reason to believe the proposition?

A) brand position B) support C) creative direction D) brand imperative E) proposition or selling idea Answer: B Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 66) Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?

A) brand position B) consumer insights C) creative direction D) problem E) brand imperatives Answer: B Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

18 ..

67) In a(n) ________ sell effort, a brand sets itself against other brands in its product category.

A) category B) service C) competitive D) identity E) loyalty Answer: C Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 68) The consumer insight process begins with ________.

A) a creative brief B) insight research C) a perceptual map D) a SWOT analysis E) break-even analysis Answer: B Difficulty: Easy Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 69) To be a(n) ________, an account planner must be able to express the research findings in one startlingly simple statement.

A) mapper B) analyzer C) integrator D) synthesizer E) idea generator Answer: D Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 70) The communication brief is the first step in the ________ process.

A) market research B) perceptual mapping C) creative D) insight research E) SWOT analysis Answer: C Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 19 ..

71) Market planning is the process of identifying a problem, determining objectives, deciding on strategies, and implementing the tactics to occur within a specified time frame.

Answer: FALSE Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 72) The marketing plan process typically follows business planning.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 73) A business plan always directs the operations of the entire company.

Answer: FALSE Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 74) A business mission statement should be a concise expression of the broad goals and policies of the business.

Answer: TRUE Difficulty: Easy Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 75) Many companies have the business philosophy of making a profit.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 76) A situation analysis assesses the external and internal environments that affect marketing operations.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 77) The marketing mix strategy includes decisions about the target market, brand position, product design and performance, pricing, distribution, and marketing communication.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 20 ..

78) A business plan often begins with a vision statement or mission statement.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 79) In the typical process of developing a marketing plan, marketing mix strategies are developed before target markets are identified.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 80) A typical advertising plan involves a SWOT analysis leading to the identification of the key communication problem.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 81) Sales objectives may be set annually, quarterly, or even weekly.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 82) In strategic planning, the idea is to leverage the strengths and opportunities and to avoid the weaknesses and threats.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 83) A brand identity typically represents multiple products within a category.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make

21 ..

84) Stimulating trial, sample or purchase is one type of persuasion objective that might be included in a marcom plan.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make AACSB: Written and oral communication 85) Identifying market segments happens in marketing plans, but targeting audiences for specific messages happens in brand communication plans.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 86) In advertising, diversity tends to be discussed mostly in terms of representations of age, ability, and gender.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make AACSB: Written and oral communication 87) A position is a location in a consumer's mind where the product or brand is placed relative to its competitors on the basis of the key factors the consumer uses to make a decision.

Answer: TRUE Difficulty: Easy Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 88) A brand perception is created from information, feelings, and personal experiences with a brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make 89) Emotions tend to generate conclusions but not necessarily actions, while thoughts and reasoning more frequently lead to actions.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Identify and discuss the factors influencing consumer buying behavior

22 ..

90) The first step in crafting a position is to identify the importance and performance of your brand to determine competitive advantage.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 91) Account planning is the research-and-analysis process used to gain knowledge and understanding of the consumer, which is expressed as a key consumer insight into how people relate to a brand or product.

Answer: TRUE Difficulty: Easy Chapter LO: 7-3 Course LO: Discuss the steps involved in developing an advertising campaign 92) The account planner is the voice of the consumer.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-3 Course LO: Discuss the steps involved in developing an advertising campaign 93) The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a message brief.

Answer: FALSE Difficulty: Easy Chapter LO: 7-3 Course LO: Discuss the steps involved in developing an advertising campaign 94) Under the brand position section of a communication brief, the brand essence, brand personality, and image are described.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-3 Course LO: Discuss the steps involved in developing an advertising campaign AACSB: Written and oral communication 95) The proposition or selling idea component of a communication brief describes the single thought that the communication will bring to life in a provocative way.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-3 Course LO: Discuss the steps involved in developing an advertising campaign AACSB: Written and oral communication

23 ..

96) A communication brief should be both strategic and inspirational.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-3 Course LO: Discuss the steps involved in developing an advertising campaign AACSB: Written and oral communication 97) A brand's position is based on a particular feature or attribute as well as on some notion of comparison to other brands.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-3 Course LO: Explain the various product and branding decisions marketers make 98) Quality and value are both examples of tangible product attributes.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-3 Course LO: Explain the various product and branding decisions marketers make 99) Feature analysis is used to assess a brand's features in comparison to competitors' products.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the process of market segmentation, targeting, and positioning 100) Once a position is established in consumers' minds, it is difficult for marketers to change it.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 101) A company with a societal marketing philosophy is by definition a non-profit company.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing 102) For advertising to be truly effective, it must focus on only one effect at a time.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Identify and discuss the factors influencing consumer buying behavior

24 ..

103) Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 104) A product must be differentiated on tangible differences in order to create long-lasting product differentiation.

Answer: FALSE Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Application of knowledge 105) Positioning represents one of advertising's most critical tasks.

Answer: TRUE Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning 106) Compare and contrast a business plan, a marketing plan, and a brand communication plan.

Answer: Strategic planning is a tiered process that starts with the business plan, then moves to functional areas of the company such as marketing, where a marketing plan is developed that outlines objectives, strategies, and tactics for all areas of the marketing mix. Both the business plan and the marketing plan contribute direction to specific plans for specialist areas, such as advertising and other areas of brand communication.

A business plan may cover a specific division of the company or a strategic business unit. The objectives for planning at this level tend to focus on maximizing profit and ROI. To a large extent, the marketing plan parallels the business strategic plan and contains many of the same components. Finally, brand communication planning operates with the same concern for objectives, strategies, and tactics that are outlined for business and marketing plans.

Difficulty: Difficult Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

25 ..

107) Richard is tasked with developing the marketing plan for his family's business. Give a general outline of the major components of this type of plan.

Answer: A typical outline for a marketing plan includes the following: (1) Conduct a situation analysis based on extensive market research.

(2) Set objectives, which will likely focus on sales and share of market.

(3) Assess consumer needs and wants, segment the market, and target specific audiences.

(4) Develop the brand strategy, differentiating and positioning the product relative to the competition.

(5) Develop the marketing mix strategy.

(6) Implement the tactical programs.

Difficulty: Difficult Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 108) Explain how 7-Up, described in "A Matter of Practice," repositioned its brand.

Answer: 7-Up wanted to turn a medicinal product, which was also used as a mixer with whisky, into a soft drink without changing anything about the product or its packaging. In 1967, a soft drink was a cola, and a cola was a soft drink. 7-Up had to find a way to take that green bottle (7Up), pick it up mentally in consumers' minds, and move it over to where Coke and Pepsi were.

And until they did that, anything 7-Up did that looked like soft-drink advertising was going to be rejected by consumers. The 7-Up advertising team thought of "Uncola"—it did everything they wanted to do. In one word, it did it all. It positioned 7-Up as a cola, yet not a cola. Today, the 7Up Uncola campaign is regarded as perhaps the classic example of brand repositioning, and a classic example of how the right brand positioning can lead to marketing magic.

Difficulty: Difficult Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 109) Define account planning and describe the tasks involved.

Answer: Account planning is the research-and-analysis process used to gain knowledge and understanding of the consumer, understanding that is expressed as a key consumer insight into how people relate to a brand or product. An account planner, then, is a person in an agency who uses this disciplined system to research a brand and its customer relationships in order to devise marketing communication message strategies that are effective in addressing consumer needs and wants. The account planner's tasks involve the following: (1) Understand the meaning of the brand.

(2) Understand the target audience's relationship to the brand.

(3) Articulate communication strategies.

(4) Prepare creative briefs based on understanding of consumer and brand.

(5) Evaluate the effectiveness of the communication in terms of how the target reacts to it.

Difficulty: Difficult Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 110) Name and describe six of the nine components of a typical communication brief.

26 ..

Answer: The communication brief includes the following components: (1) Problem: What's the problem that communication can solve?

(2) Target audience: Who do we want to speak to?

(3) Consumer insight: What motivates the target? What are the major truths about the target's relationship to the product category or brand?

(4) Brand imperatives: What are the important features? What's the point of competitive advantage? What's the brand's position relative to competition? What are the brand's essence, personality, and image?

(5) Communication objectives: What do we want customers to do in response to our message?

(6) The proposition or selling idea: What is the single thought that the communication will bring to life in a provocative way?

(7) Support: What is the reason to believe the proposition?

(8) Creative direction: How can we best stimulate the desired response? How can we best say it?

(9) Media imperatives: Where and when should we say it?

Difficulty: Difficult Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 111) Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a(n) ________.

A) return on investment (ROI) B) strategic business unit (SBU) C) integrated media company (IMC) D) key account E) business portfolio Answer: B Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 112) The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts, focusing on personalized, convenient, and rapid service." Which part of a business plan does this represent?

A) business objectives B) business mission C) marketing objectives D) corporate tactics E) business strategy Answer: B Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 27 ..

113) In a SWOT analysis, a(n) ________ is an area in which the company could develop an advantage over its competition.

A) win B) weakness C) opportunity D) threat E) leverage Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 114) Harris, the marketing manager at a small sports retail chain, has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

A) a SWOT analysis B) a business plan C) a creative brief D) a marketing plan E) a marketing mix Answer: A Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 115) FEED USA + Target is a new line of accessories and clothing sold at Target outlets nationwide. A number is printed on each product, indicating how many meals for families and children across America Target will donate as a result of your purchase. Target's marketing of this new line is an example of ________.

A) viral marketing B) societal marketing C) business marketing D) situational marketing E) value marketing Answer: B Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

28 ..

116) Newman's Own is a brand of salad dressing. In 2004, low-carbohydrate dieting became the craze among consumers, with millions attempting to follow a low-carb lifestyle. In print advertising, Newman's Own featured the fact that several of its dressings are low in carbohydrates. In terms of a SWOT analysis, the low-carb diet trend among consumers represents a(n) ________.

A) objective B) weakness C) opportunity D) threat E) trend Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 117) In Party People's marketing plan, two of the company goals are "Achieve growth rate in sales of 15% for the year 2013" and "Maintain a gross margin of 40% each month." As indicated by these two examples, an objective should be ________.

A) measurable B) general C) creative D) company-wide E) set by management Answer: A Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 118) For Hyundai Corporation, customers who care about the price of a car and its operating economy make up one ________.

A) market position B) market value C) market segment D) strategic business unit (SBU) E) share of mind Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking

29 ..

119) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, website, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its website. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

A) repositioning B) insight mining C) integrated marketing communication D) feature analysis E) benchmarking Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 120) Harpo Enterprises maintains the Oprah Winfrey show, a website, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

A) variety B) feedback C) consistency D) creativity E) convenience Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 121) When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________.

A) narrowly B) realistically C) specifically D) broadly E) futuristically Answer: D Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

30 ..

122) Tony developed the following objective for his advertising plan: "Increase market share in the consumer market from 10 percent to 15 percent in one year." What is wrong with this advertising plan objective?

A) It is an objective more appropriate for a marketing plan.

B) It does not have a specific effect that can be measured.

C) The goal is not realistic.

D) It does not include a time frame.

E) It does not provide a percentage change.

Answer: A Difficulty: Difficult Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 123) Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." Statements such as these reflect a firm's ________.

A) brand personality B) target markets C) positioning D) marketing mix E) brand preference Answer: C Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 124) Tiffany's website declares "Since 1837, Tiffany & Co. has been the world's premier jeweler and America's house of design." Which type of brand positioning does this most clearly indicate?

A) superiority position B) value position C) benefit position D) usage position E) societal position Answer: A Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking

31 ..

125) Advertisements for Netflix, a provider of on-demand streaming videos, feature the slogan "Watch anytime, anywhere, instantly." Which type of brand positioning does this most clearly indicate?

A) preemptive position B) value position C) psychological position D) usage position E) competitive position Answer: D Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 126) Of the following, it is most important for marketers to develop ________ for their brands.

A) preemptive positions B) unique market positions C) cross-functional organizations D) marketing ROI data E) value positions Answer: B Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Application of knowledge 127) Mean Jeans is a brand of durable and fashionable jeans marketed to 14-to-24-year-old boys and men. In the data analysis process, an account planner for Mean Jeans discovers that the total amount of money spent on jeans by all 14-to-24-year-old males has decreased by 8% in the past year. This represents a(n) ________ problem.

A) preemptive B) insight C) perceptual D) category sell E) competitive sell Answer: D Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking

32 ..

Refer to the following scenario to answer the questions below.

Susan is working on the advertising plan for her company's shampoo named Silkience. She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands. The primary target customers for this brand are women between the ages of 35 and 50, and demographic analysis indicates that this age demographic will grow in double digits over the next 10 years. Silkience targets women who may be having concerns about graying hair. It is a gentle shampoo that will not wash out color, especially semi-permanent color that women of this age tend to use. However, Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models. There was also nothing in the previous advertising campaigns that really explained the benefits of the brand, such as suggesting that it was gentler for semi-permanent-colored hair.

128) In terms of the SWOT analysis, the fact that the demographic analysis indicated that this age group of women will increase considerably in the next 10 years represents a(n) ________.

A) trend B) weakness C) opportunity D) threat E) win Answer: C Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 129) Silkience's place in consumers' minds among other brands targeted to younger women represents Silkience's ________.

A) position B) competitive advantage C) competitive disadvantage D) target E) perceptual map Answer: A Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking

33 ..

130) Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color, allowing a woman to go for a longer period of time before having to color her hair again. What does this product attribute represent?

A) opportunity B) product differentiation C) brand position D) brand target E) brand imperative Answer: B Difficulty: Difficult Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 131) Massiel, the account planner for Silkience, investigated all of the research on the brand, looking for possible reasons that the target market has not responded and for ideas about how they could be motivated to respond in the desired way. Which of the following was Massiel doing?

A) perceptual mapping B) repositioning C) insight mining D) feature analyzing E) brand positioning Answer: C Difficulty: Moderate Chapter LO: 7-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 132) Distinguish between strategies and tactics.

Answer: Strategies are plans for accomplishing specific objectives, while tactics are the specific activities that put the strategy into action.

Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

34 ..

133) Sarah is trying to think of ways to better define the marketing problem she is facing. List three "What's going on?" type questions that might be helpful to Sarah in defining the marketing problem.

Answer: Students can give any three of the following: (1) What is happening with the brand and the category?

(2) How is it happening?

(3) Where is it happening?

(4) When is it happening?

(5) To whom is it happening?

Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 134) Eric is an account planner at a major advertising agency. What three elements are at the heart of an advertising plan and represent the decisions Eric is responsible for as the account planner?

Answer: The three elements at the heart of an advertising plan are audience insight leading to a Big Idea, message strategy, and medium.

Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 135) Distinguish between goals and objectives.

Answer: A goal is typically long-term and general, identifying broad directions for a company.

Objectives, by comparison, are more narrow, tending to be specific and measurable.

Difficulty: Moderate Chapter LO: 7-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 136) Tom was given the task of writing the objectives for a marcom plan. Briefly explain the logic of objectives.

Answer: Given the huge amounts of money spent on marcom, it is important for marketers to know what to expect from a plan. Objectives are formal, specific statements of the goals to be accomplished during a specified time period. They outline what the message is designed to achieve and how it will be measured.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

35 ..

137) While working on a campaign plan for a client, Madeleine was given the task of understanding the brand's position within the competitive marketplace. What is a position of a brand?

Answer: A position is a place in consumers' minds where the product or brand stands in comparison to its competitors. A position is usually based on a particular feature or attribute, although it can be psychological or both.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 138) Explain the purpose of a perceptual map.

Answer: A perceptual map is used to compare positions of different brands in a product category. The perceptual map plots all of the competitors on a matrix based on the two most important consumer decision factors.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 139) Why is repositioning a difficult task?

Answer: Repositioning involves changing a product's established position, as 7-Up did when it repositioned itself as the "uncola." Repositioning is difficult because it involves changing consumers' entire understanding of a brand.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 140) What are two possible marcom objectives in the association category of the Facets Model of Effects?

Answer: Establish or cue the brand personality or image; create links to symbols and associations; connect to positive brand experiences.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 141) What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

Answer: Stimulate trial, sample, or purchase; generate other types of response such as coupon use, volunteering, or calling in; create word-of-mouth buzz; create advocacy and referrals.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 36 ..

142) How do consumers typically recognize a brand?

Answer: Recognizing the brand means that the consumer knows the brand's identification markers—name, logo, colors, typeface, design, and slogan—and can connect those markers with a past brand experience or message.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 143) You notice that an advertising agency is recruiting on your campus and that one of the job positions they are seeking to fill is "account planner." What should be included in the job description that explains an account planner's tasks?

Answer: The account planner's tasks are as follows: (1) Understand the meaning of the brand.

(2) Understand the target audience's relationship to the brand.

(3) Articulate communication strategies.

(4) Prepare creative briefs based on understanding of consumer and brand.

(5) Evaluate the effectiveness of the communication in terms of how the target reacts to it.

Difficulty: Difficult Chapter LO: 7-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 144) Explain insight mining and why it is important.

Answer: Insight mining is peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business. The planner engages in unearthing the relationship (if there is any) that a target audience has with a brand or product and what role that brand plays in their lives. Understanding the brand/consumer relationship is important because account planners are taking on the position of the agency's brand steward.

Difficulty: Moderate Chapter LO: 7-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 145) Jana is an account planner at an advertising agency. She conducts consumer research to gain a better understanding of her clients' brands and their customers. How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

Answer: The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a communication brief or creative brief, which explains the consumer insight and summarizes the basic strategy decisions (position, targeting, objectives, and brand strategy).

Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 146) Identify three questions account planners can use to gain useful insights from consumer and 37 ..

market research.

Answer: Students can describe any three of the following: (1) What is a realistic response objective (perception, knowledge, feelings, attitudes, symbolic meanings, behavior) for this target group?

(2) What are the causes of their lack of response?

(3) What are the barriers to the desired response?

(4) What could motivate them to respond in the desired way?

(5) What is the role of each element in the communication mix to motivate them or remove a barrier?

Difficulty: Moderate Chapter LO: 7-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 147) Contrast the roles of account manager and account planner.

Answer: An account manager is seen as the voice of the client, while the account planner is seen as the voice of the consumer.

Difficulty: Moderate Chapter LO: 7-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 148) What is the difference between a category sell problem and a competitive sell problem?

Answer: A category sell problem occurs when sales or profits are down across the category, meaning for all of the brands in a product category. On the other hand, a competitive sell problem occurs when sales or profits remain the same across the category but your brand has lost sales, profit, or market share.

Difficulty: Difficult Chapter LO: 7-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking Refer to the following passage to answer the questions below.

Bob works at a major advertising agency, and his job entails understanding the meaning of the client's brand and the target audience's relationship to the brand. He must also articulate communication strategies, prepare a creative brief based on an understanding of the consumer and the brand, and finally, evaluate the effectiveness of the communication in terms of how the target reacts to it.

149) What is Bob's function called?

Answer: Bob is an account planner.

Difficulty: Easy Chapter LO: 7-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 38 ..

150) What should Bob include in the creative brief that he prepares for the creative department?

Answer: The creative brief or communication brief includes the problem, target audience, consumer insights, brand imperatives, communication objectives, proposition or selling idea, support, creative direction, and media imperatives.

Difficulty: Difficult Chapter LO: 7-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 151) For one of the agency's clients, Bob is involved in assisting the team in crafting a position by identifying features of the company's brand as well as the competition's brand to determine where the brand has an advantage over its competitors. Name and describe a technique Bob can use to help structure this analysis.

Answer: Bob can use feature analysis. First, he'll need to make a chart of a client's product and competitors' products, listing each product's relevant features. Then he'll evaluate how well the product and the competitors' products perform on that feature. Next, he'll evaluate how important each feature is to the target audience.

Difficulty: Moderate Chapter LO: 7-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge

39 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 8 The Creative Side 1) Which dimension of effective advertising represents the "art" part?

A) strategic dimension B) personal dimension C) creative dimension D) media dimension E) audience dimension Answer: C Difficulty: Easy Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 2) Which dimension of effective advertising represents the "science" part?

A) strategic dimension B) personal dimension C) creative dimension D) media dimension E) audience dimension Answer: A Difficulty: Easy Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 3) In an advertising agency, who manages the creative process?

A) the account planner B) the copywriter C) the creative director D) the client E) the art director Answer: C Difficulty: Easy Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign

1 ..

4) According to Professor Sheila Sasser, what are the 3 Ps of innovation?

A) person, plan, product B) plan, product, process C) place, person, process D) place, plan, process E) place, plan, product Answer: C Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 5) What do media planners, market researchers, copywriters, and art directors all have in common?

A) They all search for new ideas.

B) They all manage the creative process.

C) They all conduct market research.

D) They all need consumer approval.

E) They all rely on logical appeals more heavily than emotional appeals.

Answer: A Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 6) ________ is what the advertisement says, and ________ is how it is said.

A) Execution; creative strategy B) Message strategy; media strategy C) Creative strategy; execution D) Media strategy; message strategy E) Cognition; affect Answer: C Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

2 ..

7) Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?

A) creative brief B) positioning statement C) message objective D) unique selling proposition E) perceptual map Answer: A Difficulty: Easy Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 8) Which of the following is NOT included in a typical creative brief?

A) media considerations B) budget considerations C) brand position D) target audience E) communication objectives Answer: B Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 9) A creative brief is also known as which of the following?

A) perceptual map B) unique selling proposition C) Big Idea D) creative blueprint E) creative concept Answer: D Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 10) Which of the following objectives is most closely related to the See/Hear facet of the Facets Model of Effects?

A) change attitudes B) create conviction C) create attention D) stimulate trial E) touch emotions Answer: C Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 3 ..

11) To deliver information and aid understanding are objectives related to which facet of the Facets Model of Effects?

A) See/Hear B) Think/Understand C) Feel D) Believe E) Connect Answer: B Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 12) Which of the following are objectives related to the connect facet of the Facets Model of Effects?

A) create attention, awareness, interest, recognition and recall B) deliver information and understanding C) touch emotions and create feelings D) change attitudes, create conviction and preference E) establish brand identity and associations Answer: E Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 13) Which of the following refers to brand visibility, presence, and importance to the target market?

A) ROI B) the 3 Ps C) brand personality D) brand salience E) brand position Answer: D Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 14) In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.

A) ego; conscience B) conscience; ego C) attributes; benefits D) head; heart E) heart; head Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign 4 ..

15) An informational message that is designed to touch the mind and create a response based on logic is known as a ________ sell.

A) persuasive B) heart C) hard D) soft E) personal Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 16) Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?

A) persuasive sell B) head sell C) hard sell D) soft sell E) attributes sell Answer: D Difficulty: Easy Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 17) Which of Frazier's Six Creative Strategies is most likely to force competitors into "me too" positions?

A) resonance B) positioning C) preemptive D) affective E) brand image Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign

5 ..

18) In Ron Taylor's model, the ________ view is similar to the more rational "head" strategies.

A) transmission B) positioning C) ritual D) dramatic E) substantiated Answer: A Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign 19) In which advertising message does a speaker present evidence and use an argument to persuade the audience?

A) soft sell B) lecture C) teaser D) appeal E) drama Answer: B Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 20) Which type of advertising message tells a story about the products, using characters who speak to each other rather than the audience?

A) hard sell B) lecture C) teaser D) demonstration E) drama Answer: E Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

6 ..

21) A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.

A) claim B) appeal C) feature D) attribute E) argument Answer: B Difficulty: Easy Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 22) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on images that consumers have of themselves.

A) ration B) acute need C) routine D) social E) ego Answer: E Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign 23) In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

A) ration B) acute need C) routine D) social E) ego Answer: A Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign 24) A(n) ________ states the logic behind the sales offer.

A) attribute B) appeal C) feature D) point of differentiation E) selling premise Answer: E Difficulty: Easy Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 7 ..

25) Which of the following is NOT a rational customer-focused selling premise?

A) benefit B) promise C) reason why D) unique selling proposition (USP) E) resonance Answer: E Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 26) Which of the following is a benefit statement that is both unique to the product and important to the user?

A) substantiation B) promise C) reason why D) unique selling proposition (USP) E) appeal Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 27) Proof statements that serve to make a claim believable are referred to as ________.

A) benefits B) attributes C) substantiation D) comparison E) problem solution Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

8 ..

28) Which of the following is a benefit statement that looks to the future and predicts that something good will happen if you use the product?

A) substantiation B) claim C) promise D) reason why E) unique selling proposition Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 29) Which message format is an elaborate version of a problem solution staged in the form of a drama in which "typical people" talk about a common problem and resolve it?

A) demonstration B) slice-of-life C) teaser D) spokes-character E) social Answer: B Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 30) Which type of message format is designed to arouse curiosity, not showing the product or delivering quite enough information to make sense?

A) teaser B) slice-of-life C) spokesperson D) problem avoidance E) sensory Answer: A Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

9 ..

31) Getting attention reflects the ________ power of an advertisement; creating interest reflects the ________ power of an ad.

A) stopping; sticking B) pulling; stopping C) stopping; pulling D) pulling; sticking E) sticking; pulling Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 32) In which type of campaign does the message unfold over time?

A) endorser B) lecture C) slice-of-life D) teaser E) slogan Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 33) When an ad amplifies the emotional impact of a message by engaging a consumer in a personal connection with a brand, the ad most likely ________.

A) informs B) teaches C) compares one brand to another brand D) creates believability E) resonates Answer: E Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

10 ..

34) What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

A) testimonial B) tagline C) teaser D) unique selling proposition E) signature Answer: B Difficulty: Easy Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 35) Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

A) slogan B) logo C) testimonial D) claim E) key visual Answer: A Difficulty: Easy Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 36) A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.

A) tagline B) slogan C) signature D) key visual E) testimonial Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign

11 ..

37) Which of the following would most likely be used in a message that is intended to persuade consumers to change an attitude or belief?

A) sales promotion B) image advertising C) news announcement D) testimonial E) emotional appeal Answer: D Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 38) Ads that demonstrate how something works or how to solve a problem are messages that are most likely designed to ________.

A) create brand associations B) remind loyal customers C) teach D) touch emotions E) resonate Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 39) Messages that ________ are designed to primarily affect attitudes and create beliefs.

A) inform B) teach C) create brand association D) persuade E) drive action Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

12 ..

40) In particular, ________ advertising is used to create a representation of the brand in a consumer's mind through symbolism.

A) reminder B) image C) slice-of-life D) teaser E) comparison Answer: B Difficulty: Easy Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 41) Which type of message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic?

A) unique selling proposition (USP) B) affective C) reminder D) association E) call to action Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 42) Which of the following is a central purpose of reminder advertising?

A) to encourage repeat business B) to build brand image C) to correct false impressions D) to inform the market of a price change E) to restore company image Answer: A Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

13 ..

43) An E score is a rating system that measures the appeal of ________.

A) slogans B) taglines C) brands D) celebrities E) logos Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign 44) Advertising creatives use the term ________ to refer to the process of coming up with a new marketing communication idea.

A) positioning B) targeting C) concepting D) branding E) extending Answer: C Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 45) A ________ is a creative concept that becomes a point of focus for communicating the message strategy.

A) Big Idea B) cliché C) slogan D) tagline E) creative leap Answer: A Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

14 ..

46) A ________ is a generic, non-original, non-novel idea.

A) Big Idea B) cliché C) slogan D) tagline E) creative concept Answer: B Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 47) The ROI of effective advertising stands for ________.

A) real, original, and intense B) relevant, original, and impact C) relevant, original, and intense D) real, on-target, and invested E) ready, on-target, and interesting Answer: B Difficulty: Moderate Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign 48) It is most accurate to say that an ad that means something to the target audience is ________.

A) relevant B) original C) creative D) divergent E) unexpected Answer: A Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 49) An advertising idea is considered ________ when it's one of a kind.

A) relevant B) impactful C) original D) divergent E) convergent Answer: C Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign

15 ..

50) It is most accurate to say that an idea that makes an impression on the audience is said to have ________.

A) relevance B) originality C) resonance D) impact E) association Answer: D Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 51) In marketing communication, using an idea that someone else has originated is known as ________ advertising.

A) duplicate B) left-brain C) copycat D) right-brain E) divergent Answer: C Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 52) Which of the following is a style of thinking that explores multiple possibilities?

A) rational thinking B) divergent thinking C) logical thinking D) immersion E) illumination Answer: B Difficulty: Easy Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign

16 ..

53) Which of the following refers to intuitive, holistic, artistic, and emotionally expressive thinking?

A) lateral-brain thinking B) back-brain thinking C) top-brain thinking D) right-brain thinking E) left-brain thinking Answer: D Difficulty: Easy Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 54) Which type of thinking is logical, orderly, and linear?

A) right-brain B) left-brain C) top-brain D) back-brain E) lateral-brain Answer: B Difficulty: Easy Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 55) A ________ involves moving from the safety of predictable business language in a strategy statement to an original idea.

A) creative leap B) creative gap C) brainstorming process D) creative brief E) free association Answer: A Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 56) Which of the following creative techniques is used to convey new patterns or relationships?

A) using catchy phrasing B) dramatizing the obvious C) creating a play on words D) using analogy and metaphor E) twisting the obvious Answer: D Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 17 ..

57) Which of the following is NOT a step in Linda Correll's Creative Aerobics?

A) Come up with a list of facts about a product.

B) Create new "names" for the product.

C) Look for similarities between dissimilar objects.

D) Create new definitions for product-related nouns.

E) Copy test ideas with a focus group.

Answer: E Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 58) The technique of Creative Aerobics is best classified as a(n) ________ process.

A) thought-evaluation B) idea-generating C) visualization D) copy testing E) risk-taking Answer: B Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 59) Which of the following is the first step in the classic creative process?

A) ideation B) brainfag C) incubation D) immersion E) illumination Answer: D Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 60) In which step of the classic creative process does the problem solver read, research, and learn everything he or she can about the problem?

A) ideation B) brainfag C) incubation D) immersion E) illumination Answer: D Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign

18 ..

61) In which step of the classic creative process does the problem solver look at the problem from every angle, develop ideas, and generate as many alternatives as possible?

A) ideation B) brainfag C) incubation D) immersion E) illumination Answer: A Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 62) In which step of the classic creative process does the problem solver hit a blank wall and want to give up?

A) ideation B) brainfag C) incubation D) mental block E) immersion Answer: B Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 63) In which stage of the classic creative process does the problem solver try to put his or her conscious mind to rest to let the subconscious take over?

A) ideation B) brainfag C) incubation D) immersion E) illumination Answer: C Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 64) Which stage of the classic creative process is characterized as an unexpected moment when the idea comes, often when the mind is relaxed and doing something else?

A) ideation B) brainfag C) incubation D) immersion E) illumination Answer: E Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 19 ..

65) Which of the following is the last step in the classic creative process?

A) ideation B) evaluation C) incubation D) immersion E) illumination Answer: B Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 66) A technique in which 6 to 10 people work together to come up with ideas is known as ________.

A) concept listing B) brainstorming C) convergent thinking D) free associating E) dramatizing Answer: B Difficulty: Easy Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign 67) Which of the following techniques involves describing everything that comes into your mind when you imagine a given word?

A) free association B) conceptual thinking C) problem solving D) dramatization E) visualization Answer: A Difficulty: Easy Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 68) Which of the following is a step in the process of structural analysis as used by the Leo Burnett agency?

A) brainstorming ideas B) ideation C) incubation D) evaluation of the power of the narrative E) visualization Answer: D Difficulty: Moderate Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign 20 ..

69) What is most likely used to evaluate an ad before it runs to try to determine its effectiveness?

A) narrative testing B) competitive research C) brainstorming D) comparative analysis E) copy testing Answer: E Difficulty: Easy Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 70) A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the brand. This is known as ________.

A) marketing imperialism B) the carryover effect C) overpowering creativity D) cannibalistic creativity E) vampire creativity Answer: E Difficulty: Easy Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 71) In the new digital environment, the work previously done by an agency team can be accomplished by one copywriter.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 72) Copywriters and art directors are the only creative roles in advertising agencies.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 73) Creative strategy is what the advertisement says, and execution is how it is said.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

21 ..

74) Problem solving requires not just logic, but also creative thinking.

Answer: TRUE Difficulty: Difficult Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 75) The media consideration section of a creative brief identifies where and when the message should be delivered.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 76) Branding and positioning play minor roles in the development of a creative brief.

Answer: FALSE Difficulty: Difficult Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 77) An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.

Answer: FALSE Difficulty: Difficult Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 78) Message design refers to the use of graphics and visuals.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Discuss the fundamental concepts of marketing AACSB: Written and oral communication 79) Lecture as a basic strategy relies on the viewer to make inferences.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 80) An appeal connects with some emotion that makes the product particularly attractive or interesting.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 22 ..

81) An appeal typically states the logic behind the sales offer.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 82) The unique selling proposition is a benefit statement that looks to the future and predicts that something good will happen if you use the product.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 83) To get attention, an ad has to have pulling power.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 84) Most selling premises demand facts, proof, or explanations to support the sales message.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 85) Ads that open with questions or dubious or ambiguous statements are designed to create curiosity.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 86) According to Taylor's Six-Segment Strategy Wheel, strategies addressing the acute need segment are based on a consumer's unplanned and unanticipated need for a product or service.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign

23 ..

87) A persuasive message is designed to change behaviors rather than attitudes.

Answer: FALSE Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 88) An association message strategy delivers information symbolically by connecting a brand with a certain type of person, lifestyle, or other characteristic.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 89) Celebrities and product placements are credibility techniques used to give consumers permission to believe a claim or selling premise.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 90) Most ads end with a signature of some kind.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 91) An effective ad is relevant, original, and has impact.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 92) A true Big Idea is risky because it is new and unexpected.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign

24 ..

93) Looking at a problem in a different way, from a different angle, is referred to as thinking inside the box.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 94) Creative problem solvers are risk takers who tend to be self-sufficient, self-disciplined, and curious.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 95) The ability to visualize is an important skill for artists on creative teams but not for copywriters.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 96) The first step in the creative process is to read, research, and learn everything you can about the problem.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 97) Illumination is a technique in which a group of 6 to 10 people work together to come up with ideas.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign 98) In the case where the core targeting and positioning strategies remain the same in different markets, execution needs to be the same.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

25 ..

99) A formal method of evaluating the effectiveness of an ad, either in draft form or after it has been used, is called copy testing.

Answer: TRUE Difficulty: Easy Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 100) Vampire creativity is using an idea that someone else has originated.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign 101) The most creative marketing communication may not be the most strategic marketing communication.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign 102) When www.women.com advertises that "It's where today's educated, affluent women find in-depth coverage on issues they care about," it is using the strategy of comparison.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 103) An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of a problem avoidance message format.

Answer: FALSE Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 104) The Harley-Davidson slogan, "Steak for your ears" presents an unexpected juxtaposition.

Answer: TRUE Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

26 ..

105) Unilever regularly runs ads comparing its Suave products to "overpriced competitors." To account for cultural differences, Unilever should adapt this campaign if it wanted to run ads in Japan.

Answer: TRUE Difficulty: Difficult Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 106) Name and describe the four rational selling premises.

Answer: (1) Benefit: Emphasizes what the product can do for the user by translating the product feature or attribute into something that benefits the consumer.

(2) Promise: A benefit statement that looks to the future and predicts that something good will happen if you use the product.

(3) Reason why: A type of benefit statement that gives a reason to buy something, although the reason sometimes is implied or assumed. The word because is the key to a reason-why statement.

(4) Unique Selling Proposition (USP): A benefit statement that is both unique to the product and important to the user. The USP is a promise that consumers will get this unique benefit by using this product only.

Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

27 ..

107) Name and describe any five common message approaches.

Answer: Students can discuss any five of the following: (1) Straightforward: A straightforward factual or informational message conveys information without any gimmicks, emotions, or special effects.

(2) Demonstration: Focuses on how to use the product or what it can do for you.

(3) Comparison: Contrasts two or more products, showing the advertiser's brand to be superior.

The comparison can be direct, with competitors mentioned, or indirect, with just a reference to "other leading brands."

(4) Problem solution/problem avoidance: In problem solution (a.k.a. product-as-hero), the message begins with a problem and the product is the solution. A variation is the problemavoidance message format, in which the product helps avoid a problem.

(5) Humor: It gets attention. Advertisers hope that people will transfer the warm feelings they have as they are being entertained to the product. To be effective, the selling premise must reinforce the point of the humor.

(6) Slice of life: An elaborate version of a problem solution staged in the form of a drama in which "typical people" talk about a common problem and resolve it.

(7) Spokesperson (or endorser format): Ads use celebrities we admire, created characters, experts we respect, or someone "just like us" whose advice we might seek out to speak on behalf of the product to build credibility.

(8) Teasers: Mystery ads that don't identify the product or don't deliver enough information to make sense, but are designed to arouse curiosity. The ads run for a while without the product identification and then when curiosity is sufficiently aroused, a concluding ad runs with the product identification.

Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 108) A print ad for the American Cancer Society pictured an attractive young woman in a bikini bathing suit from the torso up, with her face turned toward the sun and her arms folded behind her head. The headline read, "Fry now, pay later." The copy went on to give factual information on skin cancer and how to avoid it, as well as information on how sun exposure can cause wrinkles later in life. In terms of DDB Needham agency's "ROI," evaluate this ad.

Answer: According to DDB agency, an effective ad is relevant, original, and has impact, which is referred to as ROI. This ad is relevant to the target audience, in this case young women, especially those who like to tan themselves. An advertising idea is considered creative when it is novel, fresh, unexpected, and unusual. Original means one of a kind. Although this might not be one of a kind, the headline does play on words and deliver the message effectively. That is, do this to your skin now, and you will pay later. To be effective, the idea must have impact, which means it breaks through the clutter, gets attention, and sticks in memory. The ad catches attention because of the beautiful woman, and the message sticks in memory through the catchy headline.

Difficulty: Difficult Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

28 ..

109) Describe the creative person.

Answer: Creative advertising people may be zany, weird, off-the-wall, and unconventional.

However, they must be focused on creating effective advertising. Research indicates that creative people tend to be independent, assertive, self-sufficient, persistent, and self-disciplined, with a high tolerance for ambiguity. They are also risk takers with powerful egos. They don't care much about group standards and opinions and typically have inborn skepticism and strong curiosity.

Here are a few of the key characteristics of creative people who do well in advertising: (1) Problem solving: Creative problem solvers are alert, watchful, and observant, and they reach conclusions through intuition rather than through logic. They also tend to have a mental playfulness that allows them to make novel associations.

(2) Ability to visualize: Most of the information we accumulate comes through sight, so the ability to manipulate visual images is crucial for good copywriters, as well as good designers.

(3) Openness to new experiences: Creative people are open to exploring a range of new experiences.

(4) Conceptual thinking: People open to experience might develop innovative advertisements and commercials because they are more imaginative.

Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 110) Name and describe the six steps in the classic creative process.

Answer: (1) Immersion: Read, research, and learn everything you can about the problem.

(2) Ideation: Look at the problem from every angle; develop ideas; generate as many alternatives as possible.

(3) Brainfag: Your mind may hit a blank wall, but don't give up.

(4) Incubation: Try to put the conscious mind to rest to let the subconscious take over.

(5) Illumination: This is the unexpected moment when the idea comes, often when the mind is relaxed and doing something else.

(6) Evaluation: Ask yourself: Does it work? Is it on strategy?

Difficulty: Difficult Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

29 ..

111) A television commercial for Tylenol brand pain reliever focuses on a woman's face as she talks about her arthritis pain and how she used to think that prescription medication was the answer. She then goes on to say that with all the problems that are being discovered about prescription pain medications, she has reconsidered over-the-counter Tylenol, which provides just as much pain relief without all the risks. What type of advertising message is this?

A) drama B) lecture C) routine D) teaser E) sensory Answer: B Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 112) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain. The ad states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad is most closely related to the ________ strategy of Taylor's Six-Segment Strategy Wheel.

A) ration B) sensory C) social D) routine E) acute need Answer: B Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 113) When Taco Bell used a Chihuahua, a small dog, to represent its product, which type of message format was being used?

A) comparison B) teaser C) brand icon D) slice-of-life E) demonstration Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

30 ..

114) Laurie saw a television commercial that depicts a mother stressed out from working and taking care of children. The scenes show hassles at work, kids crying, dogs barking, and the phone ringing. Then the commercial shows the mother relaxing in a bubble bath with the voiceover saying, "Calgon, take me away!" When Laurie saw that ad, she exclaimed, "Yes, that's exactly how I feel!" What message approach was this ad using?

A) straightforward B) demonstration C) comparison D) slice-of-life E) humor Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 115) Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of a ________ format.

A) spokesperson B) teaser C) comparison D) problem-solution E) problem avoidance Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 116) An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This objective of this message was most likely to ________.

A) create believability B) resonate C) inform D) teach E) remind Answer: B Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

31 ..

117) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following was most likely the objective of this ad?

A) remind B) tease C) compare D) resonate E) create believability Answer: E Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 118) Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.

A) jingles B) testimonials C) unique selling propositions D) slogans E) slice-of-life appeals Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 119) When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Procter & Gamble likely used a message that ________.

A) informed B) touched emotion C) resonated D) teased E) reminded Answer: A Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

32 ..

120) Apple ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. These ads most likely used a ________ strategy.

A) testimonial B) lifestyle C) slice-of-life D) promise E) demonstration Answer: A Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 121) Which message strategy approach is most likely to emphasize tangible product features and benefits?

A) resonance sell B) affective sell C) hard sell D) soft sell E) brand sell Answer: C Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 122) In Taylor's Six-segment strategy wheel, the transmission view is equivalent to the ________ strategy.

A) head B) heart C) teaser D) talking head E) resonance Answer: A Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign

33 ..

123) What purpose do brand icons such as the Burger King's Burger King and Geico's Gecko most likely fulfill?

A) the relevant use of humor B) the visible demonstration of product benefits C) the establishment of credibility D) the association of personality with a brand E) the arousal of curiosity Answer: D Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 124) When Budweiser beer started using the Budweiser frogs in commercials, people raved about how creative the advertising was. However, someone who has worked in the advertising industry for many years pointed out that he had used that creative idea several years before. This is an example of ________ advertising.

A) duplicate B) revised C) copycat D) clichéd E) vampire Answer: C Difficulty: Moderate Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 125) Patrick and his colleagues were working on the creative concept for a client when they all seemed to hit a blank wall. To help overcome this, they decided to go play a game of basketball.

In the second half of the game, Patrick came up with a great idea, and they all went back to work. In which step of the creative process were Patrick and his colleagues when they went to play basketball?

A) immersion B) ideation C) incubation D) evaluation E) creative leap Answer: C Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

34 ..

126) Carly saw a billboard for a local church that said, "CH_ _ CH—What's missing?" This is an example of which technique for creating original and unexpected ideas?

A) clichés B) an unexpected association C) metaphors D) play on words E) analogies Answer: D Difficulty: Difficult Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking Refer to the following scenario to answer the questions below.

For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous. Viewers could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. In response, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take home the bunny that was on top of the battery display. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of the ads.

127) In which step of the creative process did the creative team read, research, and learn everything they could about Energizer batteries and their competitors?

A) immersion B) ideation C) incubation D) illumination E) evaluation Answer: A Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

35 ..

128) One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end. It is most accurate to say that this commercial had ________.

A) stopping power B) pulling power C) sticking power D) credibility E) repetition Answer: B Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 129) Though humorous, the ads stressed that Energizer batteries last three times longer than competing brands. What is this known as?

A) intangible characteristics B) vampire creativity C) association message strategy D) positioning E) creative platform Answer: D Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 130) Initially, people could remember the ads but not the brand. This is an example of ________.

A) vampire creativity B) positioning C) structural fault D) copycat advertising E) clichéd thinking Answer: A Difficulty: Moderate Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

36 ..

131) How might creativity in message execution be demonstrated by the selection and use of different forms of media?

Answer: Though creativity is usually demonstrated in the message, media selection also plays a role. New, more engaging media—such as social networks and smart phones—allow for creative executions of messages.

Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 132) What role does an ad agency's environment play in the process of innovation?

Answer: Environment, or place, can help or hinder the creative process. The structure, image, and culture of the workplace can all affect creativity; for this reason, many ad agencies have playful offices to stimulate their creative team's ideas.

Difficulty: Difficult Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 133) Compare and contrast the terms creative strategy and creative execution.

Answer: Creative strategy is what the advertisement says and execution is how it is said.

Advertising creativity is about coming up with an idea that solves a communication problem in an original way, which incorporates both creative strategy and creative execution.

Difficulty: Moderate Chapter LO: 8-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 134) Two basic approaches to message design are sometimes referred to as head and heart strategies. Explain what this means in terms of the Facets Model.

Answer: In the Facets Model, the cognitive objectives generally speak to the head, and the affective objectives are more likely to speak to the heart.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 135) Give two examples of different types of advertising appeals that marketers can use.

Answer: Answers will vary, but may include value, fear, love, admiration, and vanity.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

37 ..

136) What is a USP? When would an advertiser use a USP strategy?

Answer: USP stands for unique selling proposition, a strategy marketers use to emphasize the distinct advantages of a product that a customer can identify.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 137) At one time, Michael Jordan was the highest paid celebrity endorser for several products.

Why do advertisers use such celebrity endorsers?

Answer: Celebrity endorsements are used to intensify conviction in the target audience, as well as get attention and cue the brand personality. The idea is that celebrities draw attention, but they also carry a strong message of conviction when they speak with passion about something they believe in. Celebrities, product placements (i.e., brands used by stars in a movie or television program), and other credibility techniques are used to give the consumer permission to believe a claim or selling premise.

Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 138) How do recent changes in FTC rules affect endorsers of products?

Answer: According to changes in FTC rules, endorsers as well as advertisers are liable for any false or unsubstantiated claims they make in an advertisement.

Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Ethical understanding and reasoning 139) Give a hypothetical example of a slice-of-life message execution style.

Answer: Possible examples are endless. Slice-of-life examples show one or more typical people using a product in a normal setting.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 140) To get attention, an ad has to have stopping power. Describe how ads can accomplish this.

Answer: Ads that stop the scanning and break through the clutter are usually high in originality.

People will notice something that is new, novel, or surprising. Creative advertising breaks through the old patterns of seeing and saying things; the unexpectedness of the new idea creates stopping power. Many clutter-busting ads are intrusive and use loud, bold effects to attract viewer attention. Contrast can attract attention too.

Difficulty: Difficult Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 38 ..

141) Explain the function of a key visual.

Answer: The key visual is a vivid image that the advertiser hopes will linger in the viewer's mind.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 142) Provide an example of an informative ad.

Answer: Examples will vary. Informative ads are used heavily when introducing new or reformulated products.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 143) Explain what a Big Idea is and give an example.

Answer: The Big Idea becomes a point of focus for communicating the message strategy—a theme or central concept or creative concept. Examples will vary.

Difficulty: Moderate Chapter LO: 8-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 144) Marcy is a creative consultant who goes to a business or organization to conduct "creative aerobic" sessions. Explain what she does.

Answer: Creative aerobics is a thought-starter process that uses both the head and the heart. The four-step approach is: (1) Facts: The first exercise is left-brain and asks you to come up with a list of facts about the product.

(2) New names: Create new "names" for the product.

(3) Similarities: Look for similarities between dissimilar objects.

(4) New definitions: Create new definitions for product-related nouns.

Difficulty: Difficult Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

39 ..

145) You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign. Explain what brainstorming is and why it is used.

Answer: Brainstorming involves a group of 6 to 10 people working together to come up with ideas. One person's idea stimulates someone else's, and the combined power of the group associations stimulates far more ideas than any one person could think of alone.

Difficulty: Moderate Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 146) Explain how you would ensure that a brainstorming session is successful.

Answer: The secret to brainstorming is to remain positive and defer judgment. Negative thinking during a brainstorming session can destroy the playful atmosphere necessary to achieve a novel idea. Brainstorming sessions should be scheduled and located away from distractions.

Difficulty: Difficult Chapter LO: 8-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 147) What are the three steps of structural analysis? Explain why a creative team would use a structural analysis.

Answer: A creative team might use a structural analysis to determine if the message strategy and creative concept are working together. The steps are as follows: (1) Evaluate the power of the narrative or story (heart).

(2) Evaluate the strength of the product claim (head).

(3) Consider how well the two are integrated—that is, how the story line brings the claim to life.

Difficulty: Difficult Chapter LO: 8-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge Refer to the following scenario to answer the questions below.

For several years, the Cotton Growers of America, a trade group representing U.S. cotton farmers, used an advertising campaign that depicted people in everyday scenarios with a voiceover saying that cotton was the "fabric of our lives." Although cotton has several advantages over other types of fabric, none of this information was conveyed in this advertising campaign.

148) Did this campaign use a hard-sell or soft-sell strategy? How do you know?

Answer: This is an example of a soft-sell strategy because it uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 40 ..

149) Although there were several executions of the cotton television commercials, they each included the words, "Cotton. The fabric of our lives." What are these words known as? What purpose do they serve?

Answer: This is a tagline, which is used at the end of an ad to summarize the point of the ad's message in a highly memorable way.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 150) Name and describe the message format approach that you think best describes the television commercial execution for this campaign.

Answer: The message format approach that best describes these commercials is slice-of-life.

This approach depicts people in an everyday vignette with which viewers can identify.

Difficulty: Moderate Chapter LO: 8-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 9 Promotional Writing 1) What is the most important word selection in marketing communication?

A) headline B) slogan C) brand or corporate name D) mission statement E) display copy Answer: C Difficulty: Moderate Chapter LO: 9-1 Course LO: Explain the various product and branding decisions marketers make AACSB: Written and oral communication 2) Which statement is most likely FALSE regarding advertising writing style?

A) Words such as interesting, very, in order to, buy now and save, introducing, and nothing less than are effective in advertising copy.

B) Effective copy is succinct and single-minded.

C) In advertising, every word counts because space and time are expensive.

D) Copy should be as simple as possible to reach a generally inattentive and uninterested audience.

E) Copywriters try to write the way the target audience thinks and talks.

Answer: A Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 3) A short phrase that wraps up the key idea or creative concept and that usually appears at the end of the body copy is known as a(n) ________.

A) caption B) overline C) underline D) call-out E) tagline Answer: E Difficulty: Easy Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

1 ..

4) A distinctive catch phrase that serves as a motto for a campaign, brand, or company is known as a(n) ________.

A) caption B) overline C) underline D) call-out E) slogan Answer: E Difficulty: Easy Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 5) According to research reported in the text, which of the following letters have a calming or relaxing effect?

A) T and K B) X and Z C) C and S D) P and K E) S and Z Answer: C Difficulty: Difficult Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 6) Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of the structure of a sentence or phrase?

A) direct address B) parallel construction C) startling phrase D) rhyme, rhythm, alliteration E) cue the product Answer: B Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

2 ..

7) Which of the following literary techniques used to enhance the memorability of slogans refers to the repetition of specific sounds?

A) direct address B) parallel construction C) startling phrase D) rhyme, rhythm, alliteration E) cue the product Answer: D Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 8) The slogan "Have it your way" is an example of which of the following literary techniques used by advertisers?

A) direct address B) parallel construction C) music D) rhyme E) cliché Answer: A Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 9) Which of the following is an example of a corporate publication?

A) newsletter B) public service advertisement C) banner ad D) news release E) testimonial Answer: A Difficulty: Moderate Chapter LO: 9-1 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

3 ..

10) The person who shapes and sculpts the words in marketing communication is called a(n) ________.

A) account planner B) art director C) copywriter D) creative director E) account manager Answer: C Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 11) A type of formula writing that is full of clichés, superlatives, stock phrases, and vague generalities is known as ________.

A) hyperbole B) display copy C) key copy D) adese E) news copy Answer: D Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 12) Which of the following can be described as "we" copy, written from the company's point of view in a pompous tone?

A) hyperbole B) display copy C) key copy D) brag-and-boast copy E) your-name-here copy Answer: D Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

4 ..

13) According to creative professionals, which type of audience member responds best to humor in advertising copy?

A) younger male B) younger female C) middle-aged male D) middle-aged female E) retired adults Answer: A Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 14) According to creative professionals, humor in advertisements works best when the ________.

A) audience has a high need for cognition B) product is high-involvement C) ad appears in print media rather than broadcast D) product is high-risk E) audience has a low need for cognition Answer: E Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 15) Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

A) creative brief B) news release C) script D) storyboard E) collateral material Answer: B Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

5 ..

16) Which of the following can most likely be individually targeted and personalized?

A) news releases B) collateral materials C) direct-response messages D) directory ads E) print magazine ads Answer: C Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 17) Which of the following are the two categories of copy that print advertising uses?

A) display and body B) headline and text C) tagline and slogan D) overlines and underlines E) headlines and subheads Answer: A Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 18) ________ includes all elements that readers see in their initial scanning; these elements are set in larger type size than other elements of a print ad.

A) Body copy B) Display copy C) Adese D) Brag-and-boast copy E) Visuals Answer: B Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

6 ..

19) ________ includes the elements in a print ad that are designed to be read and absorbed.

A) Body copy B) Display copy C) Adese D) Brag-and-boast copy E) News copy Answer: A Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 20) All of the following are most likely considered display copy EXCEPT which one?

A) caption B) headline C) subhead D) tagline E) slogan Answer: A Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 21) Which element in print advertising conveys the main message so that people get the point of the ad?

A) headline B) overline C) body copy D) subhead E) call to action Answer: A Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

7 ..

22) The text of the ad is known as the ________.

A) headline B) overline C) body copy D) subhead E) tagline Answer: C Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 23) Which of the following is NOT considered one of the copywriter's tools?

A) adese B) overlines C) body copy D) call-outs E) slogans Answer: A Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 24) Phrases or sentences that either lead into the headline or follow up on the thought in the headline are known as ________.

A) overlines and underlines B) heads and subheads C) display and body copy D) call-outs and calls to action E) taglines and slogans Answer: A Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

8 ..

25) Which of the following copy elements in a print ad is a sentence that floats around the visual, usually with a line or arrow pointing to some specific element in the visual that it names and explains?

A) caption B) overline C) underline D) call-out E) tagline Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 26) A sentence or short piece of copy that explains what the viewer is looking at in a photo or illustration is known as a(n) ________.

A) caption B) overline C) underline D) call-out E) tagline Answer: A Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 27) A line at the end of an ad that encourages people to respond and gives information on how to respond is called a(n) ________.

A) underline B) caption C) call to action D) overline E) call-out Answer: C Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

9 ..

28) According to researchers, how many readers who read the headline go on to actually read the body copy?

A) 10 percent B) 20 percent C) 30 percent D) 40 percent E) 50 percent Answer: B Difficulty: Difficult Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign 29) Copy tests of headlines using two versions of the same ad are known as ________ tests.

A) end-run B) tag C) split-run D) dual E) direct Answer: C Difficulty: Difficult Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 30) Headlines can be grouped into which two general categories?

A) call-outs and calls to action B) overlines and underlines C) taglines and slogans D) direct action and indirect action E) display and body Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 31) Which category of headlines is straightforward and informative?

A) call-outs B) calls to action C) overlines D) indirect action E) direct action Answer: E Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 10 ..

32) Which of the following is a type of direct-action headline?

A) news announcement B) puzzle C) association D) question E) provocation Answer: A Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 33) Which type of direct-action headline states a claim or a promise that will motivate someone to try the product?

A) assertion B) command C) how-to head D) association E) provocation Answer: A Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 34) Which of the following is a type of indirect-action headline?

A) assertion B) command C) how-to head D) association E) news announcement Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

11 ..

35) Which type of indirect-action headline is strictly used for curiosity and provocative power?

A) assertion B) puzzle C) how-to head D) association E) news announcement Answer: B Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 36) Which type of indirect-action headline uses image and lifestyle to get attention and build interest?

A) assertion B) puzzle C) how-to head D) association E) news announcement Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 37) Indirect-action headlines that give little information but attempt to compel readers to read on to find out the point of the message are known as ________.

A) blind headlines B) blank headlines C) assertion headlines D) taglines E) commands Answer: A Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

12 ..

38) After the headline, which copy element has the second-highest readership?

A) overlines B) underlines C) call-outs D) captions E) taglines Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 39) ________ are sectional headlines that can be used to break up a mass of "gray" type in a large block of copy.

A) Captions B) Subheads C) Taglines D) Slogans E) Direct headlines Answer: B Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 40) Which copy element develops the sales messages, states the argument, summarizes the proof, and provides explanation?

A) headline B) subhead C) caption D) body copy E) display copy Answer: D Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

13 ..

41) Most ________ is brief, straightforward, and informative, providing critical information about styles, sizes, and prices of merchandise.

A) direct-response copy B) newspaper advertising copy C) directory advertising copy D) news release copy E) outdoor advertising Answer: B Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 42) Which of the following media rely most heavily on visuals?

A) direct-response messages B) newsletters C) newspapers D) directories E) outdoor boards Answer: E Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 43) Which paragraph(s) most likely gets special attention in body copy?

A) lead only B) middle and closing C) lead, middle, and closing D) lead and closing E) lead and middle Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

14 ..

44) Which of the following is another name for the first paragraph of the body copy?

A) tagline B) lead C) underline D) overline E) headline Answer: B Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 45) What is the purpose of the closing paragraph in body copy?

A) to give readers interesting information so that they go back and read the full body copy B) to provide specific information such as price and warranty C) to highlight the required disclaimers D) to draw the reader's attention to the selling premise E) to refer back to the creative concept and wrap up the Big Idea Answer: E Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 46) In which print medium can ads be more informative and carry longer copy?

A) newspapers B) magazines C) directories D) posters E) outdoor advertising Answer: B Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 47) What is the most important characteristic of copywriting for outdoor advertising?

A) rhythm B) adese C) call to action D) brevity E) alliteration Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 15 ..

48) Brochures and pamphlets that provide details about a product, company, or event are known as ________.

A) add-on materials B) service materials C) collateral materials D) overlines E) underlines Answer: C Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 49) Radio's special advantage, referred to as ________, is that the story is visualized in the listener's imagination.

A) theater of the mind B) emotional resonance C) image enhancement D) abstract theater E) synthesis Answer: A Difficulty: Easy Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 50) Which of the following is a tool of radio advertising?

A) headline B) body copy C) theater D) motion E) voice Answer: E Difficulty: Easy Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

16 ..

51) Which of the following is considered the most important element in radio advertising?

A) human voice B) instrumental music C) sound effects D) motion E) copy Answer: A Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 52) Commercials in song are known as ________.

A) jingles B) musicals C) lyricals D) sound effects E) voice-overs Answer: A Difficulty: Easy Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 53) Which of the following is NOT a guideline for writing effective radio commercials?

A) Keep it impersonal.

B) Wake up the inattentive.

C) Speak to listeners' interests.

D) Make it memorable.

E) Include a call to action.

Answer: A Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

17 ..

54) ________ occurs in a radio commercial when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas from the TV commercial.

A) Theater of the mind B) Memorability C) Call to action D) Image transfer E) Recognition Answer: D Difficulty: Easy Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 55) Copywriters working on a radio commercial use a standard ________ format to write the copy to certain time blocks, including all the words, dialogue, lyrics, sound effects, instructions, and descriptions.

A) storyboard B) radio script C) transcript D) dialogue E) dual-column Answer: B Difficulty: Easy Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 56) Which of the following is NOT a technique used in television copy?

A) action B) demonstration C) storytelling D) emotion E) underline Answer: E Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

18 ..

57) What are the two primary toolkits available to television copywriters?

A) voice-over and on-camera B) voice and sound effects C) visual and audio D) on- and off-location E) script and storyboard Answer: C Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 58) A(n) ________ is used when an announcer who is not visible describes some kind of action taking place on the screen.

A) voice-over B) remote-voice C) off-location D) ghost-voice E) monologue Answer: A Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 59) In a television ad, where does the action take place?

A) storyboard B) script C) cast D) set E) frame Answer: D Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 60) Commercials shot outside the studio are said to be filmed ________, which means the entire crew and cast are transported somewhere away from the studio.

A) off frame B) on camera C) on location D) off location E) off camera Answer: C Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 19 ..

61) Which of the following is NOT a role for which people can be cast in a television commercial?

A) announcer B) director C) spokesperson D) character type E) celebrity Answer: B Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 62) A commercial's ________ refers to how fast or slowly the action progresses.

A) storytelling B) action C) direction D) key frame E) pace Answer: E Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 63) Segments of action in a television commercial that occur in a single location are known as ________.

A) scenes B) photoboards C) key frames D) storyboards E) scripts Answer: A Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 64) The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.

A) brand personality B) key frame C) tagline D) elemental visual E) scripted visual Answer: B Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 20 ..

65) A(n) ________ is the visual plan or layout of the commercial that shows the number of scenes, the composition of the shots, and the progression of the action.

A) key frame B) script C) storyboard D) storyline E) action plan Answer: C Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 66) What is the most common form of online advertising?

A) superstitials B) pop-ups C) mobile ads D) testimonials E) banners Answer: E Difficulty: Moderate Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 67) Banner ads normally invite viewers to click on the banner to link to an ad or the advertiser's home page. The effectiveness of such efforts is monitored in part by the number of ________.

A) write-ins B) readers C) visuals D) key words E) click-throughs Answer: E Difficulty: Easy Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

21 ..

68) Which of the following statements is FALSE regarding copywriting in a global environment?

A) English is more economical than many other languages.

B) Standardizing the copy content by translating the appeal into the language of the foreign market involves many possible communication blunders.

C) Most international campaigns are not literally translated.

D) A back translation of the ad copy from the foreign language into the domestic one is rarely a good idea because it cannot convey a complete cultural interpretation.

E) The most reasonable solution to the language problem is to use bilingual copywriters who understand the full meaning of the English text and can capture the essence of the message in the second language.

Answer: D Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 69) In a ________ culture, brand communication messages are best understood when presented within contextual clues.

A) global B) local C) high-context D) low-context E) technological Answer: C Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Diverse and multicultural work environments 70) A ________ of an ad translates the foreign language copy into the original domestic language to check the accuracy of the message.

A) high-context translation B) low-context translation C) global translation D) bilingual translation E) back translation Answer: E Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication

22 ..

71) The literary technique of parallel construction uses repetition of sounds.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 72) Experts suggest that copywriters use no less than 20 words in outdoor advertising copy.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 73) If a message tries to convey abstract qualities, such as justice and quality, words tend to communicate these concepts more easily than pictures.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 74) Copy is the text of an ad or the words that people say in a commercial.

Answer: TRUE Difficulty: Easy Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 75) If your brand communication objective is to generate awareness of the brand, then you should most likely avoid humor in your advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 76) One tip for writing effective copy is to use evocative or figurative language to build a picture in the consumer's mind.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

23 ..

77) Public relations writers follow the traditional "five Ws" form when writing news stories sent as news releases to external media.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 78) Only grammatically correct sentences should be used in advertising copy.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 79) Display copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.

Answer: FALSE Difficulty: Easy Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 80) To be effective, a headline needs to interrupt readers' scanning and get their attention, present the selling premise, and lead to conviction.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 81) A command headline politely tells the reader to do something.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 82) Association headlines use image and lifestyle to get attention and build interest.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

24 ..

83) Subheads are short, catchy, and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 84) The two paragraphs that get the most attention in body copy are the lead and the follow-up paragraph.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 85) All print ads end with a call to action with instructions on how to respond.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 86) Sound effects used in radio advertising are often take from sound-effects libraries rather than created originally for a specific radio message.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 87) Speaking style in radio advertising should match the speech style of the target audience.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 88) Slang is usually easy to use effectively in radio advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

25 ..

89) Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 90) A message that uses an emotional pivot structure creates a feeling at the beginning of the message and then intensifies that feeling throughout the message.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 91) The audio elements for television and radio messages are the same.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 92) Television copywriters have two primary toolkits: video and audio.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 93) The copywriter for a television message typically makes the decisions about location, music, and casting, while the director for a television message typically makes the decisions about words, costumes, and lighting.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 94) Commercials shot outside the studio are said to be filmed on set, which means the entire crew and cast are transported somewhere away from the studio.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign

26 ..

95) The people appearing in a television commercial are referred to as the talent.

Answer: TRUE Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 96) The key set is what sticks in the mind and becomes the image that viewers remember when they think about the commercial.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 97) The storyboard is the visual plan or layout of the commercial.

Answer: TRUE Difficulty: Easy Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign 98) Effective banner ads often use promotional incentives such as prizes or gifts to motivate visitors to click through to the sponsor's website.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 99) The principles of good copywriting are not really applicable to Web ads.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 100) Members of an audience for Internet ads are referred to as visitors or surfers rather than readers or listeners.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

27 ..

101) "Pork. The other white meat." is an example of a slogan that cues the product.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 102) The more elaborate the copy, the greater its impact is likely to be.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign 103) "Your-name-here copy" is most effectively used in corporate advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 104) The last line of copy in a magazine advertisement for Post-its reads, "Find out more at postit.com/bigpad." This is an example of a call to action.

Answer: TRUE Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 105) In comparison to direct-action headlines, indirect-action headlines are more effective tools for targeting the right audience for the brand.

Answer: FALSE Difficulty: Difficult Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign

28 ..

106) List and describe five techniques copywriters can use to create catchy, memorable slogans.

Answer: Techniques for creating catchy slogans: (1) Direct address: Speak directly to the audience.

(2) Startling or unexpected phrase: Twist a common phrase to make it memorable.

(3) Rhyme, rhythm, alliteration: Use repetition of sounds.

(4) Parallel construction: Use repetition of the structure of a sentence or phrase.

(5) Cue the product: Use language to introduce the product specifically.

(6) Music: Consider creating a jingle.

(7) Keep it short: The trend is toward two- or three-word slogans.

Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 107) List and describe five characteristics of effective copy that were given in the chapter.

Answer: (1) Be succinct: Use short, familiar words in short sentences.

(2) Be single-minded: Focus on one main point.

(3) Be specific: Avoid generalities.

(4) Get personal: Directly address the audience.

(5) Keep a single focus: Focus on and support a single idea.

(6) Be conversational: Use the language of everyday conversations, which may mean imperfect grammar.

(7) Be original: Avoid stock phrases and clichés.

(8) Use news: Announce something as new if it is truly newsworthy.

(9) Use imaginative description: Use figurative language to create a picture in the audience's minds.

Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 108) Compare and contrast display copy and body copy.

Answer: The two categories of copy that print advertising uses are display copy and body copy (or text). Display copy includes all elements that readers see in their initial scanning. These elements —headlines, subheads, call-outs, taglines, and slogans —usually are set in larger type sizes than body copy and are designed to get attention and to stop the viewer's scanning. Body copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

29 ..

109) Name and describe the types of direct- and indirect-action headlines.

Answer: Types of direct-action headlines: (1) Assertion—States a claim or a promise that will motivate someone to try the product.

(2) Command—Politely tells the reader to do something.

(3) How-to heads—People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem.

(4) News announcements—Used with new-product introductions, but also with changes, reformulations, new styles, and new uses. The news value is thought to get attention and motivate people to try the product.

Types of indirect-action headlines: (1) Puzzles—Used strictly for their curiosity and provocative power. Puzzling statements, ambiguities, and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull readers into the body copy.

(2) Associations—Use image and lifestyle to get attention and build interest.

Difficulty: Difficult Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

30 ..

110) Compare and contrast copywriting for radio and copywriting for television.

Answer: Because radio is a transitory medium, the ability of the listener to remember facts is difficult, so copywriters repeat the key points of brand name and identification information.

Radio is pervasive in that it surrounds many of our activities, but it is seldom the listener's center of attention and is usually in the background. Radio's special advantage, referred to as theater of the mind, is that the story is visualized in the listener's imagination. The copywriter has all the theatrical tools of voices, sound effects, and music, but no visuals. The most important element in radio advertising is voices, which are heard in jingles, spoken dialogue, and announcements.

Radio advertising also relies on conversational style and vernacular language. Guidelines for writing effective radio copy include: (1) Keep it personal (2) Speak to listeners' interests (3) Wake up the inattentive (4) Make it memorable (5) Include call to action (6) Create image transfer Television copywriters understand that it is the moving image, the action, which makes television so much more engaging than other media. The challenge for the writer is to fuse the images with the words to present not only a creative concept, but also a story. One of the strengths of television, then, is its ability to reinforce verbal messages with visuals or reinforce visuals with verbal messages. Viewers watching a program they enjoy often are absorbed to a degree only slightly less than that experienced by people watching a movie in a darkened theater.

Effective television commercials can achieve this level of audience absorption if they are written to maximize the dramatic aspects of moving images and storytelling. Television copywriters have two primary tools: their audio and visual toolkits.

Difficulty: Difficult Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 111) An advertisement for an exercise bike states, "Get fit as a fiddle fast!" Which of the following literary techniques is most likely used in this advertisement?

A) a startling phrase B) alliteration C) combination D) parallel construction E) cue the product Answer: B Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

31 ..

112) The Microsoft slogan "Where do you want to go today?" is most likely an example of which of the following literary techniques?

A) a startling phrase B) rhyme C) combination D) parallel construction E) direct address Answer: E Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 113) For several years, Nike included the phrase "Just Do It" in all of its advertisements, print and television. This phrase is an example of a(n) ________.

A) caption B) underline C) slogan D) call-out E) body copy Answer: C Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 114) A television advertisement for Chick-fil-a shows several cows eating grass in a large field.

The camera zooms out to show that the cows have eaten a pattern into the grass that reads "Eat more chikin." The message closes with the lines, "We didn't invent the chicken, just the chicken sandwich." This commercial best demonstrates which characteristic of effective copy?

A) using news B) using imaginative description C) providing product information D) being original E) being general Answer: D Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

32 ..

115) Gwen was an English major in college and took a job at an advertising agency after she graduated. She knows the meanings and derivations, as well as the moods and feelings, of words and the images and associations they create in a reader's mind. Her job is to select, shape and sculpt the words in an advertisement. Gwen works as a(n) ________.

A) art director B) creative director C) copywriter D) wordsmith E) proofreader Answer: C Difficulty: Moderate Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 116) Howard Computers is a manufacturer of portable medical laptop computers, which are more technical than a typical laptop computer. Howard Computers will be advertising in trade and medical professional publications. Which approach to writing copy would be most appropriate for this product and target market?

A) being conversational B) being funny C) being specific D) using alliteration E) using adese Answer: C Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 117) Eddie's Body Shop is a local shop that specializes in auto body repairs and custom designs.

Eddie's Body Shop wants to make sure that drivers needing auto body repairs or wanting custom designs can easily locate the shop's contact information when they need it. To meet this objective, Eddies' Body Shop should place a(n) ________.

A) display ad in a national newspaper B) image ad on an online radio station C) image ad on a local radio station D) comparison ad in a magazine E) display ad in a directory Answer: E Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

33 ..

118) A print ad for Wonder Bread used a picture of a little boy with sentences floating around him and arrows pointing to various parts of his body. Each arrow was accompanied by a statement about how Wonder Bread helps a specific body part. These sentences and lines pointing to the various parts of the visual are known as ________.

A) overlines B) underlines C) body copy D) call-outs E) cut-outs Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 119) The advertising agency for the Ford Focus wants to test the impact of the two headlines it is considering for a magazine ad. What kind of test can the agency conduct to determine this?

A) end-run testing B) body copy test C) split-run test D) dual test E) direct test Answer: C Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 120) A headline for a magazine ad states "Lose up to 10 pounds this weekend!" Which type of headline does this best represent?

A) command B) news announcement C) association D) assertion E) how-to Answer: D Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

34 ..

121) A Johnson & Johnson campaign for the company's "Healthy People" initiative includes posters with the headline "Keep your spirit pure" with no additional information in the headline.

This is an example of a(n) ________ headline.

A) how-to B) indirect C) action D) news E) identifying Answer: B Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 122) George just finished writing the copy for a pamphlet detailing the healthy food options at a chain of fast food restaurants. The pamphlet will be available at the counter of each restaurant, giving customers the opportunity to find out more about the health value of different meal combinations before they order. George has written ________.

A) underline material B) taglines C) collateral material D) slogans E) overline material Answer: C Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 123) A car insurance company has a successful and popular television commercial. The company would like to expand its advertising to radio, building on the momentum of its television campaign. What is the company most likely trying to accomplish?

A) keep the ad personal B) speak to listeners' interests C) make the ad memorable D) create image transfer E) deliver a call to action Answer: D Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

35 ..

124) Sleepy's, the national mattress store that has branded itself as "the mattress professionals," runs several radio spots throughout the country on a variety of stations. All of the radio ads end with the slogan, "Trust Sleepy's for the rest of your life" sung to a simple tune. This slogan is an example of a(n) ________.

A) jingle B) sound effect C) emotional pivot D) key frame E) key visual Answer: A Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 125) Vardaman Toyota routinely shoots television commercials in its car lot rather than in a studio. These commercials are shot ________.

A) off script B) on location C) out back D) off frame E) off location Answer: B Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 126) In preparation for the filming of a television ad for a new line of organic coffee, Tara has analyzed the auditions of 10 actors and actresses who hope to play one of the two characters in the commercial. Tara is in the process of ________.

A) framing B) casting C) storyboarding D) photoboarding E) scripting Answer: B Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

36 ..

Refer to the following scenario to answer the questions below.

Travelocity.com is an online travel agency that advertises that users will get the best prices on airfare, hotels, and rental cars. Travelocity.com uses the "Roaming Gnome" in its television commercials, often in humorous situations. For example, a recent ad showed the gnome in Europe where he plugged an American appliance (i.e., hair dryer) into a socket and was shocked across the room. All that was shown of him when the smoke cleared was the top of his gnome hat down behind a chair. Viewers hear him say, "Am I going to die?"

127) Based on the description of the Roaming Gnome commercials, Travelocity.com's objective for these ads is most likely to ________.

A) create an emotional pivot B) get the audience to become aware of and like the brand C) provide how-to information about the Travelocity.com website D) compare Travelocity with other online travel agencies E) increase market share among men and women ages 65 and older Answer: B Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 128) The "Roaming Gnome" is most accurately classified as which of the following?

A) announcer B) spokesperson C) character type D) celebrity E) talking head Answer: B Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 129) Most audience members who see this commercial remember the image of the Roaming Gnome being jolted across the room. This visual is known as a(n) ________.

A) action point B) visual point C) key visual D) key frame E) primary frame Answer: D Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 37 ..

130) When a new concept and execution is developed for a television commercial, Travelocity.com's advertising agency provides a visual plan or layout of the commercial for the company to approve. This plan is called a(n) ________.

A) storyboard B) scene-by-scene plan C) script D) action plan E) progression sheet Answer: A Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 131) What is the difference between a tagline and a slogan?

Answer: A slogan is a distinctive catchphrase that serves as a motto for a brand for an extended period of time, while a tagline is a line at the end of an ad that wraps up a creative concept. A slogan is much more enduring than a tagline, which is typically associated with a single campaign.

Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 132) How does the language of direct-response messages typically differ from that of other print brand communications?

Answer: Direct-response message are often longer, containing more explanation and detail.

Direct-response messages can be individually targeted and personalized, unlike other print brand communications.

Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 133) Why is language more important in an advertisement for a high-involvement product than for a low-involvement product?

Answer: A consumer spends very little time thinking about the purchase of a low-involvement product, but will spend a significant amount of time considering a high-involvement purchase.

For a high-involvement purchase, then, the more information the consumer has about the brand, the better, and this means more words in the ad.

Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

38 ..

134) Briefly explain the targeting function of a headline.

Answer: A good headline will attract only those who are prospects; there is no sense in attracting people who are not in the market. The headline should tightly target the right audience.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 135) Briefly explain why a headline should move readers from the process of scanning to reading.

Answer: The headline should pull readers into the body copy of a print ad, attracting enough attention to make readers stop the scanning process and start concentrating on the brand information delivered in the body copy.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 136) A magazine ad for Aveeno moisturizing lotion states, "Get healthy skin for life." Identify and describe the type of headline this illustrates.

Answer: This is an example of a direct-action headline known as assertion. An assertion is a headline that states a claim or a promise that will motivate someone to try the product.

Difficulty: Difficult Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 137) A magazine ad for Geico car insurance asks, "How Could You Save Over $200 on car insurance?" with a subhead of "The answer is @ your fingertips." The ad then goes on to explain how in just minutes you can get an accurate price quote when you visit Geico's website. Identify and describe the type of headline this illustrates.

Answer: This is an example of a direct-action headline that is best described as a how-to headline. With a how-to headline, people are rewarded for investigating a product when the message tells them how to use it or how to solve a problem. However, an argument can be made that this is also an example of an assertion headline, which is one that states a claim or a promise that will motivate someone to try the product.

Difficulty: Difficult Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

39 ..

138) What is an advantage of magazine advertising?

Answer: Magazines offer better-quality ad production, which is important for brand image and high-fashion brand communication.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 139) What kind of writing should a copywriter use when creating an ad that will be placed in a directory?

Answer: For directory advertising, it's advisable to use a headline that focuses on the service or store personality unless the store's name is a descriptive phrase. Complicated explanations don't work well because there is little space. It is not wise to include information that is subject to change because the directory is published only once a year.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 140) Describe the purpose of collateral materials.

Answer: Collateral materials are used in support of an advertising campaign. Brochures and pamphlets and other materials provide details about a product, company, or event. Typically, product literature is a heavy-copy format, or at least a format that provides room for explanatory details along with visuals; the body copy may dominate the piece.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 141) Bob is a sales representative for a local radio station, but he also helps advertisers with the copy for their ads. What are the main tools Bob has to work with when developing copy for radio commercials, and how are they used?

Answer: In radio advertising, the tools are the audio elements: voice, music, and sound effects.

The most important element is voices. Music can be used behind the dialogue to create a mood or establish a setting. Sound effects are described in the radio script and are important in making a commercial attention-getting and memorable.

Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

40 ..

142) What are some of the guidelines for writing effective radio commercials that address the distinctive characteristics of radio advertising?

Answer: The guidelines discussed in the text are: (1) Keep it personal.

(2) Speak to listeners' interests.

(3) Wake up the inattentive.

(4) Make it memorable.

(5) Include call to action.

(6) Create image transfer.

Difficulty: Moderate Chapter LO: 9-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 143) Storytelling is one way that copywriters can present action in a television commercial more powerfully than in other media. Discuss the characteristics of storytelling and message design.

Answer: Most of the programming on television is narrative, so commercials use storytelling to take advantage of the medium's strength. Television can dramatize the situation in which a product is used and the type of people using it. Stories can be riveting if they are well told, but they must be imaginative to hold their own against the programming that surrounds them.

Difficulty: Moderate Chapter LO: 9-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 144) How are banner ads similar to outdoor advertising?

Answer: Like outdoor ads, banner ads must quickly grab the audience's attention (in this case, surfers or visitors). Both types of advertising are frequently used for brand reminder information.

They tend to use visuals and limited copy.

Difficulty: Moderate Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 145) Rob has been writing advertising copy for magazine ads for many years, but now he wants to venture into writing copy for Web ads. Explain how writing for the Web is going to be different for Rob. Answer: The Web is more interactive than any other medium. Not only does the viewer initiate the contact, but viewers can send email on many, if not most, websites. This makes Web advertising more like two-way communication, and that's a major point of difference from other advertising forms.

Difficulty: Moderate Chapter LO: 9-6 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

41 ..

146) Discuss problems advertisers might face when translating copy into another language. How can these problems be addressed?

Answer: Headlines in any language often rely on a play on words, themes that are relevant to one country, or slang. Because these verbal techniques don't cross borders well, copywriters must remove them from the advertising unless the meaning or intent can be re-created in other languages. For this reason, international campaigns are not literally translated. A back translation of the ad copy from the foreign language into the domestic one is always a good idea, but it never conveys a complete cultural interpretation.

Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking Refer to the passage below to answer the following questions.

Advertisements for a particular brand of soap include the phrase, "Love the skin you're in." Print ads usually show a close-up of a young woman's clean face, and the copy is usually written as if she is telling the reader the benefits of this soap. She explains how soft your skin will feel and how much you will love that feeling. The copy of this ad was translated into several foreign languages so that it could be used globally. However, German women thought it was strange to use the word love in reference to something other than another person.

147) The phrase "Love the skin you're in" appears in every ad for this product. Explain which element of copy this represents.

Answer: This represents a slogan, which is a distinctive catch phrase that serves as a motto for a campaign, brand, or company. It is used across a variety of marketing communication messages and over an extended period of time. Slogans, which are repeated from ad to ad as part of a campaign or a long-term brand identity effort, also may be used as taglines.

Difficulty: Moderate Chapter LO: 9-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 148) One copy element of the print ad explained the effect this brand of soap had on the young woman's skin structure, which is what allows skin to feel so soft after using this soap. An arrow was used to connect the explanation to the skin on her cheek. What type of copy element does this represent?

Answer: Call-outs are sentences that float around the visual (i.e., the young woman's face), usually with a line or arrow pointing to some specific element (i.e., her skin) in the visual that they name and explain.

Difficulty: Moderate Chapter LO: 9-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

42 ..

149) Which two literary techniques for writing copy are represented in this slogan?

Answer: This example uses direct address and rhyme (skin, in).

Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking 150) Explain why this ad was less well received in Germany than in the United States.

Answer: The word love may be used differently in Germany; it may not typically be used to refer to things rather than people. A literal translation of the slogan may not have conveyed an accurate cultural interpretation of the slogan.

Difficulty: Difficult Chapter LO: 9-2 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge

43 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 10 Visual Communication 1) Based on the Facets Model of Effects, which of the following is the LEAST likely reason to use visuals in advertising?

A) to anchor associations B) to cement belief C) to communicate quickly D) to replace copy E) to tell interesting stories Answer: D Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 2) In most marketing communication, the power to get attention lies primarily with the ________.

A) visual B) audio C) script D) copy E) sound effects Answer: A Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 3) Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement?

A) copywriter B) art director C) producer D) designer E) photographer Answer: B Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign

1 ..

4) A(n) ________ is the imprint used for immediate identification of a brand or company.

A) icon B) logo C) brand image D) design E) thumbnail Answer: B Difficulty: Easy Chapter LO: 10-1 Course LO: Explain the various product and branding decisions marketers make 5) Images from collections of copyright-free art that anyone who buys the service can use are known as ________.

A) sepia images B) die-cut images C) process images D) public art E) clip art Answer: E Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 6) Copywriters and art directors who imagine what the finished ad might look like are engaged in ________.

A) visualization B) positioning C) post production D) stop action E) surrealism Answer: A Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 7) Which of the following is NOT included in the art director's toolkit for print advertising?

A) photos B) illustrations C) typefaces D) layout E) dubbing Answer: E Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign

2 ..

8) Which of the following statements about photographs and illustrations is FALSE? A) Most people feel that photographs lie because they are easily altered with computer technology.

B) A photograph is more realistic and an illustration is more fanciful.

C) Illustrations eliminate many of the details you see in a photograph.

D) Illustrations can focus attention on key details of the image.

E) Illustrations can intensify meanings and moods.

Answer: A Difficulty: Difficult Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 9) The use of ________ lends a dignity and sophistication to a visual.

A) full color B) spot color C) blue and yellow D) red and orange E) black and white Answer: E Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 10) A second color used in addition to black-and-white is known as ________.

A) mono color B) single color C) spot color D) limited color E) contrast color Answer: C Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 11) Warm colors such as yellow and orange convey ________.

A) intellect B) alarm C) danger D) happiness E) aloofness Answer: D Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign

3 ..

12) What colors should an art director use to bring a friendly tone to an ad?

A) deep blues and greens B) yellow and red C) cool colors D) warm colors E) pastel colors Answer: E Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 13) The appearance of an ad's printed matter in terms of the style and size of typefaces is known as ________.

A) medium B) typography C) composition D) design E) classification Answer: B Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 14) The primary function of ________ is to convey the words of the message.

A) typography B) aesthetics C) clip art D) semicomps E) spot color Answer: A Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

4 ..

15) Which of the following is NOT an aspect of typeface selection that designers must work with?

A) digitization B) capitalization C) vertical height D) legibility E) column width Answer: A Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 16) During the Great Recession, how did some major brands, including Kraft and Walmart, change their type in ad messages in order to create a softer and less stiff appearance?

A) They capitalized the letters.

B) They made the font nonlinear.

C) They narrowed the width of the letters.

D) They used lower case letters.

E) They changed logo colors to blue and green.

Answer: D Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 17) The ________ of type refers to how easy it is to perceive the letters.

A) legibility B) point C) font D) column width E) typography Answer: A Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

5 ..

18) The way elements are positioned to lead the eye through a print ad is known as ________.

A) dominance B) balance C) movement D) KISS E) simplicity Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 19) When an art director creates storyboards that reflect the eventual positions of the camera, she is engaged in ________.

A) layout design B) rough layout C) composition D) typography E) semicomps Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 20) Architectural choices in a store that reflect the personality of its brand are part of ________.

A) environmental design B) composition C) mechanicals D) visual storytelling E) layout Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 21) Which type of design appeared in the 1990's as a rejection of the niceties of traditional design?

A) psychedelic B) pop art C) grunge D) art deco E) modern Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 6 ..

22) Which type of design uses flowing, curved lines reminiscent of vines and flowers?

A) art nouveau B) pop art C) grunge D) art deco E) modern Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 23) Which of the following is a characteristic of the "Beautiful Messy" style?

A) streamlined B) sterile C) hand-drawn D) linear E) symmetrical Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 24) Which design principle describes how all of the elements in an ad come together?

A) unity B) oneness C) simplicity D) direction E) proportion Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 25) The saying "KISS" refers to the design principle of ________.

A) unity B) movement C) simplicity D) direction E) proportion Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign

7 ..

26) A plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing in a print ad is called a(n) ________.

A) action plan B) creative plan C) layout D) storyboard E) thumbnail sketch Answer: C Difficulty: Easy Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 27) Which of the following layouts uses a single dominant visual that occupies about 60 to 70 percent of the ad's space?

A) picture window B) all art C) dominant type D) panel E) circus Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 28) Which of the following is NOT a common type of ad layout?

A) picture window B) circus C) dominant type D) nonlinear E) jumbled Answer: E Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 29) A layout that uses a number of visuals of matched or proportional sizes is known as ________.

A) picture window B) nonlinear C) dominant type D) panel or grid E) symmetrical Answer: D Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 8 ..

30) A contemporary style of layout that can be read starting at any point in the image is known as ________.

A) circus B) panel or grid C) jumbled D) picture window E) nonlinear Answer: E Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 31) A ________ layout may have art, but it is either embedded in the copy or placed in a subordinate position.

A) dominant type B) circus C) panel D) nonlinear E) picture window Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 32) A ________ layout combines lots of elements to deliberately create a busy image.

A) dominant type B) circus C) panel D) nonlinear E) circular Answer: B Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 33) In a(n) ________ layout, the art fills the frame, and the copy is embedded in the picture.

A) all art B) circus C) panel D) nonlinear E) picture window Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 9 ..

34) Quick, miniature, preliminary sketches are known as ________.

A) rough layouts B) semicomps C) storyboards D) thumbnail sketches E) mechanicals Answer: D Difficulty: Easy Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 35) In which layout stage of a print ad are the elements assembled in their final position for reproduction?

A) thumbnail sketches B) comprehensives C) mechanicals D) rough layouts E) semicomps Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 36) In which layout stage of a print ad is the ad drawn to size and used for presentation either inhouse or to the client?

A) thumbnail sketches B) photoboards C) mechanicals D) rough layouts E) semicomps Answer: E Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 37) An art director creates ________ to plan out the scenes that will be used in a video.

A) semicomps B) comprehensives C) mechanicals D) rough layouts E) storyboards Answer: E Difficulty: Easy Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign

10 ..

38) Inexpensive, rough-surfaced, spongy paper that quickly absorbs ink on contact is known as ________.

A) quick paper B) newsprint C) die cut paper D) halftoned paper E) registered paper Answer: B Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 39) Color that aligns exactly with the image in a print ad is said to be ________.

A) registered B) offset C) halftoned D) debossed E) continuously toned Answer: A Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 40) Billboards that use revolving panels that change messages periodically are known as ________.

A) extensions B) kinetic boards C) die cuts D) offsets E) screens Answer: B Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 41) For impact, colors on a billboard should have maximum ________.

A) variety B) unity C) contrast D) shadowing E) separation Answer: C Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign

11 ..

42) In an outdoor board, typography should be ________.

A) four color B) spot color C) ornamental D) all-capital letters E) uncluttered Answer: E Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 43) What are the two general types of printed images?

A) formal and informal B) digitizations and illustrations C) color and sepia D) line art and halftone E) tint blocks and halftone Answer: D Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 44) Photographs are considered which type of printed image?

A) formal B) halftone C) tint block D) line art E) informal Answer: B Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 45) Printers create the illusion of shades of color by using dots of color surrounded by ________.

A) tint blocks B) tint screens C) color separations D) offset prints E) white space Answer: E Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign

12 ..

46) Full-color images are reproduced using four distinctive shades of ink called ________.

A) process colors B) primary colors C) basic colors D) halftones E) tint blocks Answer: A Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 47) Full-color images are reproduced using four distinctive shades of ink in a process called ________.

A) full-color printing B) four-color printing C) tint blocking D) offset printing E) color transferring Answer: B Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 48) The process printers use to reduce the original color image to four halftone negatives is called ________.

A) tint reduction B) color separation C) offsetting D) tint blocking E) tipping in Answer: B Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 49) Which of the following is NOT considered a process color?

A) black B) magenta C) cyan D) yellow E) brown Answer: E Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign

13 ..

50) ________ creates a raised surface on paper, and ________ creates a depressed image in paper.

A) Formal printing; informal printing B) Tipping out; tipping in C) Embossing; debossing D) On-stamping; in-stamping E) Overlaying; inlaying Answer: C Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 51) The application of a thin metallic coating molded to the surface of the image with heat and pressure is called ________.

A) foil stamping B) embossing C) debossing D) digitizing E) overlaying Answer: A Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 52) Separate preprinted ads provided by the advertiser to be glued into a publication as the publication is being assembled are known as ________.

A) embosses B) die-cuts C) tint blocks D) overlays E) tip-ins Answer: E Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 53) The tab on a file folder is an example of a(n) ________.

A) emboss B) die-cut C) tint block D) overlay E) tip-in Answer: B Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 14 ..

54) Previously recorded images—either video, still slides, or moving film—are known as ________.

A) morphs B) stock footage C) tip-ins D) photostats E) clip art Answer: B Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 55) A set of computer-generated letters that appear to be moving across the bottom of the television screen is known as a(n) ________.

A) crawl B) morph C) tip-in D) register E) overwrite Answer: A Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 56) A video technique in which one object gradually changes into another is called ________.

A) crawling B) image transfer C) morphing D) interlocking E) dubbing Answer: C Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 57) A(n) ________ writes the script for a broadcast production.

A) copywriter B) arranger C) producer D) director E) editor Answer: A Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 15 ..

58) The ________ develops the storyboard and establishes the look of the commercial.

A) copywriter B) art director C) producer D) director E) arranger Answer: B Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 59) The ________ takes charge of the production arrangements and makes sure the expenses and bids come in under budget.

A) copywriter B) art director C) producer D) director E) arranger Answer: C Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 60) The ________ has responsibility for the actual filming of the TV commercial.

A) editor B) art director C) producer D) director E) arranger Answer: D Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 61) Moving an inanimate object a bit at a time and filming it frame by frame is known as ________.

A) stop motion B) stop action C) micro filming D) slow motion E) step motion Answer: A Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 16 ..

62) Which of the following is a type of film production that creates the illusion of depth?

A) stop motion B) stop action C) claymation D) slow motion E) 3-D Answer: E Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 63) Finding the right director, locating or building a set, and casting the talent are all elements of which step in the production of a television commercial?

A) message design B) preproduction C) production D) postproduction E) shorts Answer: B Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 64) During a television commercial shoot, which technician moves props and sets and lays tracks for the dolly on which the camera is mounted?

A) grip B) gaffer C) camera crew D) shoot clerk E) mixer Answer: A Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 65) Rough versions of the commercial assembled from cuts of the raw film footage are known as ________.

A) dailies B) rushes C) rough cuts D) interlocks E) answer prints Answer: B Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 17 ..

66) What term refers to the postproduction process of assembling the various pieces of the film into the same sequence as the storyboard?

A) dubbing B) release printing C) refocusing D) video editing E) transitioning Answer: D Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 67) Which of the following represents the correct order of the television postproduction output?

A) dailies, rushes, rough cut, interlock, release print B) interlock, rough cut, answer print, release print C) rough cut, interlock, release print, duplicate print D) rough cut, interlock, answer print, release print E) interlock, dubbed print, answer print Answer: D Difficulty: Difficult Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 68) The final version of a television commercial with the sound and film mixed together is called a(n) ________.

A) interlock B) answer print C) release print D) dubbed print E) rush print Answer: B Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign

18 ..

69) Because users can create their own paths through a website, designers have to make sure that their sites have clear ________.

A) URLs B) networks C) sequencing D) navigation E) pop-ups Answer: D Difficulty: Easy Chapter LO: 10-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 70) If a website's ________ is cluttered or unclear, website visitors will likely give up and move on to some other site.

A) banner ad B) URL C) navigation D) pop-up E) click-through rate Answer: C Difficulty: Moderate Chapter LO: 10-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 71) In effective advertising, the visuals work together with the words to present the creative concept.

Answer: TRUE Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 72) Words are generally better than visuals at getting and keeping attention.

Answer: FALSE Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 73) Undifferentiated products with low inherent interest can be distinguished by linking the product with visual associations representing lifestyles and types of users.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 19 ..

74) Visuals persist in the mind because people generally remember messages as visual fragments, or key images that are filed easily in their minds.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 75) A brand icon is the imprint used for immediate identification of a brand or company.

Answer: FALSE Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 76) The art director's toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 77) When art directors use the word art, they mean only illustrations.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 78) Print ads with color tend to get more attention than ads without color.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 79) The use of black in an advertisement conveys a natural, no-nonsense feel.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

20 ..

80) The appearance of the ad's printed matter in terms of the style and size of typefaces is known as typography.

Answer: TRUE Difficulty: Easy Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 81) Layout design only serves an aesthetic purpose.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 82) A basic design principle is "Less is more."

Answer: TRUE Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 83) A circus layout combines lots of elements—art, type, color—to deliberately create a busy, jumbled image.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 84) The layout stage in which the elements are assembled in their final position for reproduction is known as a comprehensive.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign 85) One problem with using color in newspaper advertising is that because of the limitations of the printing process, the color may not be perfectly in registration.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 86) A key to an effective outdoor board is eye-stopping graphics.

Answer: TRUE Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 21 ..

87) On an outdoor board, the product or brand label may be hundreds of times larger than in real life.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 88) Designers of outdoor advertising should make the relationship between foreground and background as obvious as possible.

Answer: TRUE Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 89) The two general types of printed images are photographs and illustrations.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 90) A block of color that is printed solid and screened with black to create a shade is known as a tint-block.

Answer: TRUE Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 91) The process printers use to reduce the original color image to four halftone negatives is called color separation.

Answer: TRUE Difficulty: Easy Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign 92) Die cutting is a mechanical technique in which a sharp-edged stamp, or die, is used to cut out unusual shapes.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign

22 ..

93) Morphing is a video technique in which one object gradually changes into another.

Answer: TRUE Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 94) The producer is the person responsible for the actual filming of a television commercial.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 95) The director has responsibility for the actual filming of a TV commercial, including how long the scene runs.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 96) Stop motion and claymation are two types of animation.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 97) The four major steps in the production of a national television commercial are message design, preproduction, the shoot, and postproduction.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 98) Dailies are rough versions of the commercial assembled from cuts of the raw film footage.

Answer: FALSE Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign 99) The result of the editor's initial work is called an interlock, which is a preliminary edited version of the story that is created when the editor chooses the best shots and assembles them to create a scene.

Answer: FALSE Difficulty: Easy Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign

23 ..

100) Banner ads are designed more like outdoor boards than like conventional print ads.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 101) Adreena wants to make consumers think of antiques with her photograph for a print advertisement for handcrafted furniture. Adreena should use a sepia tone for the photograph.

Answer: TRUE Difficulty: Difficult Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 102) Type in print ads has an aesthetic as well as a functional role.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign 103) The video equivalent of a rough layout for a print ad is a storyboard.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 104) A perfume maker wants to create an advertisement that gives consumers the chance to experience a new perfume. The perfume maker should choose to advertise in a magazine rather than in a newspaper.

Answer: TRUE Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 105) A banner ad placed on a news website should be designed using the same design and layout principles as those that guide the creation of ads placed in print newspapers.

Answer: FALSE Difficulty: Moderate Chapter LO: 10-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

24 ..

106) Discuss how the use of visuals can be related to the Facets Model of Effects.

Answer: Designers focus on six key reasons for the effective use of visuals in advertising: (1) Grab attention: Generally, visuals are better than words at getting and keeping attention.

(2) Stick in memory: Visuals stick in the mind because people generally remember messages as visual fragments or key images that are filed easily in their minds.

(3) Cement belief: Seeing is believing, so visuals that demonstrate add credibility to a message.

(4) Tell interesting stories: Visual storytelling is engaging and maintains interest.

(5) Communicate quickly: Pictures tell stories faster than words because a picture communicates instantly. Consumers have to decipher verbal/written communication word-by-word, sentenceby-sentence, line-by-line.

(6) Anchor associations: To distinguish undifferentiated products with low inherent interest, advertisers often link the product with visual associations representing lifestyles and types of users.

Difficulty: Difficult Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 107) Name and describe primary elements of the art director's toolkit for print advertising.

Answer: The art director's toolkit for print advertising includes the photos, illustrations, color, typefaces, and layout of the proposed ad.

Illustrations and photos: When art directors use the word art, they usually mean photographs and illustrations. Photography has an authenticity that makes it powerful whereas illustrations are more fanciful. Illustrations eliminate many of the details you see in a photograph, often making it easier to understand.

Color is used to attract attention, provide realism, establish moods, and build brand identity. Print ads with color get more attention than do ads without color. However, black-and-white also lends a dignity and sophistication to the visual. Ads can also use spot color, a color in addition to black and white to highlight important elements.

Typography is the appearance of the ad's printed matter in terms of the style and size of typefaces. Art directors' concerns include fonts, capitalization, column width, and legibility.

Finally, a layout is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing. Some common types of ad layouts the art director might use are picture window, all art, panel or grid, dominant type or all copy, circus, and nonlinear. Finally, several design principles guide designers as they lay out an ad, such as direction, dominance, unity, white space, contrast, balance, proportion, and simplicity.

Difficulty: Difficult Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

25 ..

108) Explain what layout means, and compare the common ad layouts the art director might use.

Answer: A layout is a plan that imposes order and at the same time creates an arrangement that is aesthetically pleasing. Some common types of ad layouts the art director might use are: (1) Picture window: One of the most common formats, it uses a single, dominant visual that occupies about 60 to 70 percent of the ad's space.

(2) All art: Art fills the frame of the ad and the copy is embedded in the picture.

(3) Panel or grid: Can use a number of visuals of matched or proportional sizes. If there are multiple panels all of the same size, the layout can look like a window pane or comic strip panel.

(4) Dominant type or all copy: Layout that emphasizes the type rather than the art, or even an allcopy ad in which the headline is treated as type art. A copy-dominant ad may have art, but it is either embedded in the copy or placed in a subordinate position, such as at the bottom of the layout.

(5) Circus: Combines lots of elements—art, type, color—to deliberately create a busy, jumbled image. This is typical of some discount store ads or ads for local retailers, such as tire companies.

(6) Nonlinear: A contemporary style of layout that can be read starting at any point in the image, meaning the direction of viewing is not ordered. This style of ad layout works for young people, but it is not as effective for older generations.

Difficulty: Difficult Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 109) A printer really needs only four colors to reproduce full-color images. Explain how this can be and describe the process used in four-color printing.

Answer: Full-color images are reproduced using four distinctive shades of ink, called process colors, in a process called four-color printing. These colors are magenta (a shade of pinkish purple), cyan (a shade of bright blue), yellow, and black. Printing inks are transparent, so when one ink overlaps another, a third color is created, which is how the full range of colors is created.

The black is used for type and, in four-color printing, adds depth to the shadows and dark tones in an image. The process printers use to reduce the original color image to four halftone negatives is called color separation.

Difficulty: Difficult Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

26 ..

110) Name the four steps in the production of a television commercial, and discuss some of the activities associated with each.

Answer: In general, there are four steps in the production of a television commercial: (1) Message design: Includes getting client approval on the advertising strategy, choosing the message format, creating a key frame, writing the script, storyboarding the action and scenes, and getting client approval of script and storyboard.

(2) Preproduction: Develop a set of production notes describing in detail every aspect of the production. Activities at this stage include finding the right director; finding the production house or animation house; working out details in preproduction meetings; locating or building the set; casting the talent; locating props, costumes, and photographic stills; and getting bids for all the production operations.

(3) Production (the shoot): The director manages the shoot, and activities include: record the action on film; record music, voices, and sound effects; create the onscreen graphics; and create computer graphics.

(4) Postproduction: The commercial begins to emerge from the hands and mind of the editor.

Activities include: edit the film, mix the audio track, synchronize the video and the audio, give a presentation tape to client for approval, and duplicate videotapes for distribution.

Difficulty: Difficult Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 111) Based on the chapter's opening vignette, the success of Altoids breath mints is primarily a result of ________.

A) the increased awareness of a new line of Altoids B) the increased awareness of Altoids among children younger than 12 years old C) the consistent graphic presentation of Altoids in its marketing communication D) a complete change in how Altoids was branded E) the communication to consumers about the price/value relationship of Altoids Answer: C Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

27 ..

112) The Michelin Man is an illustration that appears in many advertisements for Michelin tires.

The Michelin Man, who is made of tires, represents the brand. The Michelin Man is an example of a ________.

A) logo B) position C) brand icon D) brand image E) thumbnail Answer: C Difficulty: Moderate Chapter LO: 10-1 Course LO: Explain the various product and branding decisions marketers make AACSB: Analytical thinking 113) Arthur works at an advertising agency and is in charge of the visual look of the message, both in print and TV, and how it communicates mood, product qualities, and psychological appeals. He makes decisions about whether to use art or photography in print, film or animation in television, and what type of artistic style to use. He was trained in graphic design and designs ads, but he rarely creates the finished art. What is Arthur's job title?

A) producer B) art director C) advertising director D) creative director E) creative strategist Answer: B Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 114) Stan is a copywriter and Bob is an art director working on a client's account. They are brainstorming ideas and trying to imagine what the finished ad might look like. What technique should they use?

A) creative aerobics B) thought listing C) "drawing on the right side of the brain" D) visualization E) image transfer Answer: D Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

28 ..

115) Quiana is an art director working on a print ad for a new client. The client wants the ad to stress the credibility of the product. Which of the following should Quiana choose?

A) illustration B) photograph C) spot color D) embossing E) line art Answer: B Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 116) In finalizing a newspaper ad, Mandeep is considering changing the spot color from blue to red. In terms of design, Mandeep is considering a(n) ________ change.

A) functional B) aesthetic C) balance D) movement E) complexity Answer: B Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 117) As you're flipping through the newspaper, your eye catches a bright blue graphic in an ad for a new restaurant. This ad uses ________ to attract attention.

A) off-set printing B) tip-ins C) color separation D) four-color printing E) spot color Answer: E Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

29 ..

118) Kindrella is trying to convey a natural, no-nonsense tone in a print ad. Which of the following color(s) should she use in the ad?

A) earth tones B) pastels C) black and white D) red and blue E) red and yellow Answer: A Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 119) A print advertisement for Hyatt is dominated by the image of a woman sitting on a pristine beach, gazing out at a calm ocean. Text below the image reads "Hyatt. You're more than welcome." The ad also includes a Hyatt website address. Which type of layout does this ad use?

A) picture window B) circus C) panel D) nonlinear E) dominant type Answer: A Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 120) A print advertisement for Bloomingdale's features seven separate photographs of products for a trip to the beach, including sunglasses and a beach bag. The largest image in the ad is a photograph of a famous surfer. The headline for the ad appears above the photographs, and smaller text providing details on the products and the sale appears below the photographs. Which type of layout does this ad use?

A) picture window B) circus C) panel D) nonlinear E) dominant type Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

30 ..

121) A print advertisement for a movie features the title of the movie, the names of the actors appearing in the movie, and boldfaced, all caps quotes from respected movie critics praising the film. The ad uses only black, white, and red ink. Which type of layout does this ad use?

A) picture window B) circus C) panel D) nonlinear E) dominant type Answer: E Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 122) Saul is taking a sample layout of a new print advertisement to a meeting with the client for approval. This layout is most likely in the ________ stage.

A) thumbnail B) panel C) semicomps D) high-resolution film E) rough Answer: C Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 123) Mmmints, the maker of a line of breath mints, is launching a new flavor. The company's agency has created an advertisement that includes a flavor strip, which will allow consumers to experience the taste of the new product. This advertisement is an example of a(n) ________.

A) tip-in B) embossing C) stamping D) debossing E) die-cut Answer: A Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

31 ..

124) A four-color, full-page advertisement for a sale at a local retailer appeared in the Sunday newspaper. The ad featured several images of products that would be on sale. The color images, however, were somewhat blurry. Which of the following best explains why the images were blurry?

A) The glossy paper used by newspapers is not the best surface for reproducing fine details.

B) The color was not in perfect registration.

C) The advertisement used continuous tones rather than half tones.

D) The advertisement used half tones rather than continuous tones.

E) The advertisement did not use enough white space.

Answer: B Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 125) Lisa writes original music and sometimes writes the lyrics along with the music for radio and television commercials. What is Lisa's role in TV and radio production?

A) producer B) director C) arranger D) composer E) mixer Answer: D Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 126) Noelia operates the audio recording equipment during television commercial shoots. What is Noelia's role?

A) producer B) director C) arranger D) composer E) mixer Answer: E Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

32 ..

127) Rahim is an art director developing an advertising campaign for a new online multiplayer game. The advertisement will feature actual actors moving through the animated universe alongside avatars from the game. During which part of production will the actors be inserted into the digital universe?

A) postproduction B) the shoot C) production D) preproduction E) interlock Answer: A Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking Refer to the following passage to answer the questions below.

A television ad for Meridia, a prescription medication for the management of obesity, begins by showing a close-up of a cute, pudgy baby's face while the copy says something to the effect that "doctors have been concerned about your weight all your life." The baby's face gradually turns into that of a woman who is attractive yet overweight, and the copy says, "Meridia can help— just ask your doctor." Then the scene shifts, rather abruptly, to the name of the prescription medication.

128) The art director wants to purchase a previously recorded image of a baby's face rather than go through the process of casting and abiding by all the regulations for working with minors.

What could the art director use?

A) pre-shot footage B) open footage C) stock footage D) proprietary footage E) dubbed footage Answer: C Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

33 ..

129) The art director wants to purchase a previously recorded image of a baby's face rather than go through the process of casting and abiding by all the regulations for working with minors.

This decision was most likely made during the ________ stage of the production process.

A) message design B) editing C) preproduction D) production E) postproduction Answer: C Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 130) The technique in which the baby's face gradually changes into a woman's face is known as ________.

A) die-cutting B) debossing C) morphing D) interlocking E) dubbing Answer: C Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 131) Discuss the challenge that was facing the creative team for the Altoids campaign described in the chapter's opening vignette.

Answer: The challenge was to create advertising that would bring to life the intense flavor of this extreme mint. The challenge was to depict visually the impact of this flavor and dramatize the brand slogan, "Curiously Strong Mints."

Difficulty: Moderate Chapter LO: 10-1 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 132) Explain why pictures are important in print ads.

Answer: Visuals capture more attention than words, and bigger illustrations tend to capture more attention. The right visual can pull readers into the body copy of an ad.

Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

34 ..

133) Explain why it is important in advertising to balance creativity with responsibility to a brand's image.

Answer: A brand image is established over years and many market communication campaigns; new marketing communications should be creative but should not interfere with the established brand image without strategic cause.

Difficulty: Moderate Chapter LO: 10-1 Course LO: Explain the various product and branding decisions marketers make AACSB: Application of knowledge 134) Explain why an illustration might be easier to understand than a photograph.

Answer: An illustration can leave out many details that appear in a photograph, making it easier for the viewer to focus on the main idea of the image.

Difficulty: Difficult Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 135) Compare and contrast functional and aesthetic needs in design.

Answer: Functional needs involve making the visual message easy to perceive; aesthetic needs involve making the visual attractive and pleasing to the eye.

Difficulty: Difficult Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 136) Explain the two ways videographers and photographers handle composition.

Answer: Videographers and photographers handle composition by placing or arranging the elements in front of their cameras or by manipulating their own point of view if the elements can't be moved.

Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

35 ..

137) The Institute for Outdoor Advertising (IOA) recommends several tips for designers.

Discuss two of them.

Answer: Students can discuss any two of the following: (1) Graphics: Make the illustration an eye-stopper.

(2) Size: Images in billboards are huge. The product or the brand label can be hundreds of times larger than life.

(3) Colors: Use bold, bright colors. The greatest impact is created by maximum contrast between two colors, such as dark colors against white or yellow.

(4) Figure/ground: Make the relationship between foreground and background as obvious as possible. The background should never compete with the subject.

(5) Typography: Use a simple, clean, uncluttered type that is easy to read at a distance by an audience in motion.

(6) Product identification: Focus attention on the product by reproducing the label or package in a huge size.

(7) Extensions: Extend the frame of the billboard to expand the scale and break away from the limits of the long rectangle.

(8) Shape: For visual impact, create the illusion of three-dimensional effects by playing with horizons, vanishing lines, and dimensional boxes.

(9) Motion: Add motors to boards to make pieces and parts move. Disklike wheels and glittery things that flicker in the wind create the appearance of motion, color change, and images that squeeze, wave, or pour. Use revolving panels, called kinetic boards, for messages that change.

Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 138) Compare and contrast the two general types of printed images.

Answer: There are two general types of printed images: line art and halftone. A drawing or illustration is called line art because the image is solid lines on a white page. Photographs, referred to as continuous tone or halftone, are much more complicated to reproduce. They have a range of gray tones between black and white.

Difficulty: Moderate Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 139) Explain how printers use screens to create the illusion of shades of colors.

Answer: Printers create the illusion of shades by converting continuous-tone art and photos to halftones by shooting the original photograph through a fine screen. The screened image is converted to a pattern of dots that gives the illusion of shades of grey—dark areas are large dots that fill the screen and light areas are tiny dots surrounded by white space. The quality of the image depends on how fine the screen is.

Difficulty: Difficult Chapter LO: 10-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 36 ..

140) Compare and contrast the responsibilities of a producer and a director in a broadcast production.

Answer: The producer takes charge of the production, handles the bidding and all production arrangements, finds the specialists, arranges for casting talent, and makes sure the expenses and bids come in under budget. The director has responsibility for the actual filming or taping, including scene length, who does what, how lines are spoken and the characters played, and how the camera records the flow of action.

Difficulty: Moderate Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 141) Compare and contrast the responsibilities of a composer and an arranger working on a broadcast production.

Answer: The composer writes original music and sometimes writes the lyrics along with the music. The arranger takes the original music and orchestrates the various instruments and voices to make the music fit a scene or copy line.

Difficulty: Difficult Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 142) A major television commercial production company is seeking summer interns. The jobs students would fill are called grip and script clerk. In which stage of the television production process will these roles be found, and what can you expect to do if you take either of these positions?

Answer: These roles are part of the production (the shoot) stage of the TV production process.

The grip is a person who moves props and sets and lays tracks for the dolly on which the camera is mounted. The script clerk checks the dialogue and other script details and times the scenes.

Difficulty: Difficult Chapter LO: 10-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 143) What makes Web design different from print design?

Answer: Web design is different from print design because Web design offers the opportunity to use motion, animation, and interactive navigation.

Difficulty: Moderate Chapter LO: 10-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

37 ..

144) How do banner ads compare to outdoor boards?

Answer: Banner ads are designed more like outdoor boards than conventional print ads because their small space puts intense requirements on the designer to make the ad communicate quickly and succinctly, and yet attract attention and curiosity to elicit a click-through response.

Difficulty: Difficult Chapter LO: 10-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 145) John is designing a website for a client. What does he need to know about designing the navigation of the website to make it easy to use?

Answer: The navigation must be clear, making it easy for customers to move through the site, find the information they want, and respond. A problems to avoid is navigation that is cluttered or unclear. Regular users should be able to customize the site to fit their own interests and navigation patterns.

Difficulty: Moderate Chapter LO: 10-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology Refer to the following passage to answer the questions below.

Kimberly is an art director at an advertising agency, and she is developing the print campaign for one of the agency's clients. The client doesn't have a large budget, so it would like to keep the costs of production as low as possible. This means that the creation of original art in the ads is not feasible. The desired look of the ads is formal, and the mood Kimberly wants to convey is calm, serene, reflective, and intellectual. She also wants the layouts to be formal because the product is financial services targeted to consumers 50+ years old.

146) Considering that the client does not want to pay for original visuals to be included in the ads, how will Kimberly get the visuals she needs to get attention and to set the tone for the ads?

Answer: She can use clip art, which are image collections of copyright-free art that anyone who buys the clip-art service can use.

Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 147) What color or colors should Kimberly use to convey the mood she desires?

Answer: Cool colors, such as blue and green, are aloof, calm, serene, reflective, and intellectual.

Difficulty: Moderate Chapter LO: 10-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

38 ..

148) Kimberly is considering using mostly copy in her ad since financial services is a complex topic and the market is interested in knowing detailed information. Describe the layout you would suggest.

Answer: The dominant type or all copy layout would serve Kimberly well. This layout emphasizes type and copy, and any art is embedded in the copy or placed in a subordinate position, such as at the bottom of the layout.

Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 149) Kimberly is considering using visuals of matched or proportional sizes. Name and describe the appropriate layout she should use.

Answer: The panel or grid layout can use a number of visuals of matched or proportional sizes.

If there are multiple panels all of the same size, the layout can look like a window pane.

Difficulty: Moderate Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 150) Which design principles are most appropriate for what Kimberly wants to do?

Answer: The design principles of balance and simplicity seem most applicable here.

Difficulty: Difficult Chapter LO: 10-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

39 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 11 Media Basics 1) The term ________ refers to the way messages are delivered to a target audience.

A) marketing B) engagement C) media D) broadcast E) reach Answer: C Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 2) Traditional media have recently seen a decline in advertising due to increased marketing budgets spent on which of the following?

A) television B) digital billboards C) newspapers D) direct mail E) Internet advertising Answer: E Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Information technology 3) IMC plans are ________.

A) multiplatform only B) multiplatform and multichannel only C) multiplatform, multichannel, and multitargeted D) multichannel and multitargeted only E) multitargeted only Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

1 ..

4) Which of the following is NOT a type of traditional measured media?

A) branded entertainment B) outdoor C) newspapers D) magazines E) radio Answer: A Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 5) In IMC programs, media are also all of the following EXCEPT which one?

A) contact points B) touch points C) engagement points D) shares E) feedback channels Answer: A Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 6) A media ________ is a specific television program, newspaper, magazine, or radio station or program.

A) niche B) touch point C) platform D) channel E) vehicle Answer: E Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 7) Paid media buys take the forms of_______ and ________.

A) share; impressions B) space; time C) circulation; impressions D) ratings; share E) reach; frequency Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 2 ..

8) The term ________ refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium's audience.

A) audited media B) mass media C) niche media D) targeted media E) measured media Answer: E Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 9) A company is using ________ when it airs a television commercial to millions.

A) interactive media B) viral media C) mass media D) personal media E) niche media Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 10) Which of the following refers to communication channels through which messages can be sent to identifiable groups of people with a distinct common interest?

A) interactive media B) viral media C) mass media D) personal media E) niche media Answer: E Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

3 ..

11) Media that offer opportunities for dialogue and two-way conversations between companies and customers, as well as among consumers, are most accurately described as ________.

A) engaging B) niche C) addressable D) interactive E) converging Answer: D Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 12) The Internet, mail, and telephone are all examples of ________ media.

A) interactive B) traditional C) addressable D) earned E) owned Answer: C Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 13) Which of the following is LEAST likely an example of corporate media?

A) stationery B) movie trailer C) signage D) delivery trucks E) staff appearance Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

4 ..

14) Traditional measured media such as print and broadcast are also referred to as ________ media channels.

A) owned B) earned C) interactive D) legacy E) addressable Answer: D Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 15) Which of the following is a type of place-based media channel?

A) radio B) magazine C) newspaper D) kiosk E) directory Answer: D Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 16) The traditional media, such as print and broadcast, are considered ________ media.

A) earned B) owned C) paid D) interactive E) multiplatform Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

5 ..

17) Which of the following would be considered a type of earned media?

A) mobile marketing B) premiums C) word-of-mouth D) corporate videos E) sponsorship ads Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 18) Which of the following would be considered a type of owned media?

A) display ads B) ads on Internet search sites C) company website D) customer service E) ads on out-of-home media Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 19) Which of the following is an advantage of owned media?

A) creates sense of credibility B) allows for control C) lets customers initiate contact D) reaches prospects E) persuades easily Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

6 ..

20) Media experts describe ________ as the closeness of fit between the interests of viewers and the relevance of the media content.

A) convergence B) interactivity C) engagement D) cadence E) addressability Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 21) The ________ era features electronic information transmitted through the Internet and saw the birth of e-commerce.

A) print B) digital C) broadcast D) social media E) traditional Answer: B Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 22) Which of the following is another name for cross-media?

A) convergence B) interactivity C) niche media D) measured media E) multichannel Answer: E Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 23) When did Facebook first come online?

A) 1991 B) 1996 C) 2000 D) 2004 E) 2006 Answer: D Difficulty: Moderate Chapter LO: 11-1 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 7 ..

24) What word or phrase involves the digitization of the media, in which all of the mass media save and transmit information through the same digital forms?

A) convergence B) interactivity C) cadence D) commoditization E) engagement Answer: A Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 25) The ________ is the most important media change that has occurred over the last twenty years.

A) Internet B) newspaper C) television D) magazine E) radio Answer: A Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 26) Which medium is more multidimensional and interactive than the Internet?

A) television B) radio C) print D) outdoor advertising E) personal selling Answer: E Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Information technology

8 ..

27) Which of the following most accurately identifies the strength of newspapers and magazines?

A) delivering information in depth B) tailoring programs to audience tastes C) bringing entertainment into the home D) delivering personalized information E) creating two-way communication Answer: A Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 28) Which of the following most accurately identifies the strength of radio?

A) delivering information in depth B) tailoring programs to audience tastes C) personalizing entertainment D) delivering personalized information E) creating two-way communication Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 29) Which of the following would NOT be considered owned media?

A) websites B) direct-mail email address lists C) Facebook sites D) public relations publications E) word-of-mouth Answer: E Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

9 ..

30) Scannable QR codes that link to product websites are now being used ________.

A) on television B) on mobile ads C) on radio D) in print ads E) in branded entertainment Answer: D Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 31) Media ________ compile audience measurement data, media costs, and availability data.

A) salespeople B) researchers C) distributors D) reps E) buyers Answer: B Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 32) Who makes the strategic decisions outlined in the media plan?

A) media buyers B) media researchers C) media planners D) media reps E) media brokers Answer: C Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 33) Who sells space and time for a variety of media?

A) media buyers B) media researchers C) media planners D) media monitors E) media brokers Answer: E Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign

10 ..

34) Who implements the media plan?

A) media buyers B) media researchers C) media planners D) media monitors E) media brokers Answer: A Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 35) ________ are independent companies that specialize in doing media research, planning, and buying.

A) Media platforms B) Account planners C) Media agencies D) Media buying companies E) Media brokers Answer: D Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 36) ________ work for a specific vehicle, such as a magazine or local television station, with the objective of building the best possible argument to convince media planners to use the medium they represent.

A) Media buyers B) Account planners C) Media researchers D) Media salespeople E) Media brokers Answer: D Difficulty: Easy Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 37) A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within a marketing communications plan.

A) media impression B) media vehicle C) gross impression plan D) media plan E) message plan Answer: D Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign 11 ..

38) The goal of media planning is to: A) minimize impact and minimize cost B) maximize impact and minimize cost C) maximize impact and maximize cost D) maximize impact and stabilize cost E) stabilize impact and minimize cost Answer: B Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 39) Members of which of the following generational groups grew up with tape recorders, video games, VCRs, and cable TV, but not cell phones, computers, or Internet?

A) Traditionalists B) Boomers C) Gen Xers D) Gen Yers E) Millennials Answer: C Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Information technology 40) Members of which of the following generational groups grew up with DVDs, TiVo, satellite radio, iPods, smart phones, Facebook, and Twitter?

A) Traditionalists B) Boomers C) Gen Xers D) Gen Yers E) Millennials Answer: E Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Information technology

12 ..

41) Members of which of the following generational groups grew up with newspapers, magazines, and radio, but not television, cell phones, computers, or the Internet?

A) Traditionalists B) Boomers C) Gen Xers D) Gen Yers E) Millennials Answer: A Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Information technology 42) Members of which of the following generational groups grew up with the computer, the Internet, and cell phones, but not smart phones or Twitter?

A) Traditionalists B) Boomers C) Gen Xers D) Gen Yers E) Millennials Answer: D Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Information technology 43) Which of the following describes multichannel and multimarketing communication areas?

A) mixed media B) multiplatform C) addressable media D) interactive media E) measured media Answer: B Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

13 ..

44) The way various types of media are strategically combined in a media plan is known as a ________.

A) media mix B) message mix C) media vehicle D) message frequency E) media reach Answer: A Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 45) Media impact begins with ________.

A) impressions B) circulation C) exposure D) reach E) frequency Answer: C Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 46) The percentage of the media audience exposed at least once to the advertiser's message during a specific time frame is known as ________.

A) an impression B) circulation C) exposure D) reach E) frequency Answer: D Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

14 ..

47) The number of times a person is exposed to an advertisement is known as ________.

A) gross impression B) circulation C) exposure D) reach E) frequency Answer: E Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 48) One person's opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine, or outdoor location is known as ________.

A) an impression B) circulation C) exposure D) reach E) frequency Answer: A Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 49) Through the use of ________, online ads are placed near search engine results.

A) mobile marketing B) viral communication C) social networking D) guerilla marketing E) search marketing Answer: E Difficulty: Easy Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

15 ..

50) For print media, ________ refer(s) to copies sold, and ________ estimate(s) the actual readership.

A) circulation; frequency B) circulation; impressions C) frequency; circulation D) impressions; circulation E) exposure; gross impressions Answer: B Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 51) Which of the following converts a raw number of households to a percentage?

A) gross impressions B) ratings C) frequency D) circulation E) engagement Answer: B Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 52) Which of the following statements is true regarding print media?

A) Circulation measures the actual readership.

B) Impressions estimate the actual readership.

C) Impressions refer to copies sold.

D) Reach is more important than frequency.

E) Frequency is more important than reach.

Answer: B Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

16 ..

53) Which term refers to the percent of viewers based on the number of television sets turned on?

A) rating B) share C) gross rating points D) gross impressions E) impressions Answer: B Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 54) The sum of the total exposure potential expressed as a percentage of the audience population is called ________.

A) circulation B) share C) rating points D) gross share points E) impressions Answer: C Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 55) The most intrusive medium is ________.

A) radio B) newspaper C) television D) personal selling E) Internet Answer: D Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

17 ..

56) Giving customers opt-in or opt-out options for receiving brand information digitally is an effective way to minimize ________.

A) intrusiveness B) engagement C) share D) frequency E) viral communication Answer: A Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 57) ________ sites like MySpace and Facebook build on the interactivity of the Internet.

A) Social media B) Product placement C) Video game D) Branded entertainment E) Advertainment Answer: A Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 58) Marketing that reaches people on the street and in public places is called ________ marketing.

A) word-of-mouth B) viral C) search D) experiential E) guerilla Answer: E Difficulty: Easy Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

18 ..

59) What does the term viral marketing mean?

A) It is another term for online privacy.

B) It is another term for online security.

C) It refers to problems associated with computer viruses.

D) It refers to buzz that gets rapidly passed through a network of friends.

E) It refers to negative publicity associated with company blogs.

Answer: D Difficulty: Easy Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 60) Viral marketing primarily uses which of the following communication channels?

A) billboards B) print media C) radio D) broadcast media E) social media Answer: E Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 61) All of the following are trends in the modern media landscape EXCEPT which one?

A) Media consumers are in control of their media.

B) Media consumers are passive rather than active.

C) Lives are media focused.

D) There are more media choices than ever before.

E) People use more than one medium at a time.

Answer: B Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 62) ________ is branded entertainment, designed to engage customers with brands.

A) Advertainment B) Instant messaging C) Experiential marketing D) Guerilla marketing E) Owned media Answer: A Difficulty: Easy Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 19 ..

63) A local business that hires a sign holder to stand on the sidewalk, trying to catch the attention of passersby by promoting a special marketing event, is using ________.

A) guerrilla marketing B) viral marketing C) product placement D) advertainment E) mobile marketing Answer: A Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 64) Which of the following refers to a brand appearing in a television program or movie as a prop?

A) product placement B) advertainment C) guerilla marketing D) viral marketing E) branded entertainment Answer: A Difficulty: Easy Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 65) Which of the following is NOT an advantage of product placement?

A) demonstrates product use in a natural setting by people who are celebrities B) unexpected and catches the audience when resistance to advertising messages may be dialed down C) effective even if there is not a match between the product and the movie or its audience D) good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign E) can be supported with its own campaign Answer: C Difficulty: Difficult Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication

20 ..

66) Which of the following has been referred to as "stealth advertising" by the Writers Guild of America?

A) branded advertainment B) branded apps C) mobile marketing D) product placement E) consumer-generated content Answer: D Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Ethical understanding and reasoning 67) The animate program City Hunters, created for the Axe brand, is an example of ________.

A) advertainment B) viral marketing C) alternative media D) subliminal advertising E) guerilla marketing Answer: A Difficulty: Easy Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 68) Which of the following relies on the power of personal communication in consumer decision making?

A) word-of-mouth B) advertainment C) guerilla marketing D) product placement E) search engine advertisement Answer: A Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication

21 ..

69) ________ is the strategy based on reaching people with a message when they are near a store.

A) Viral marketing B) Experiential marketing C) Mobile marketing D) Digital marketing E) Search marketing Answer: C Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Information technology 70) Which of the following forms of nontraditional media is most limited by a small reach?

A) product placement B) branded entertainment C) advertainment D) mobile marketing E) guerrilla marketing Answer: E Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 71) The media are used primarily for advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 72) The majority of revenue in print and broadcast media comes from advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 73) The distinction between mass media and niche media is based entirely on size.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

22 ..

74) The Internet, mail, and telephone are all considered addressable media.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 75) Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 76) IMC plans are multiplatform, multichannel, and multitargeted.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 77) The Internet is the most multidimensional medium available to advertisers.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 78) Of the traditional forms of media, newspapers lost the most in the wake of online media growth and the Great Recession.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 79) The majority of media budgets are spent on television advertising.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign

23 ..

80) Media brokers work for a specific medium, such as a magazine or local television station, and their objective is to build the best possible argument to convince media planners to use the medium they represent.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 81) Media buyers develop the strategic decisions outlined in the media plan.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 82) Media convergence has occurred because nearly every media vehicle has one or more websites.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 83) Media planning should begin after message planning is complete.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 84) A media mix is the way various types of media are strategically combined in a media plan.

Answer: TRUE Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 85) The term multiplatform describes multichannel and multimarketing communication areas.

Answer: TRUE Difficulty: Easy Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

24 ..

86) Gross impression refers to the number of times a person is exposed to an advertisement.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign 87) The television and radio industries use ratings rather than gross impression figures.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign 88) The share figure is always larger than the rating for television because the base is smaller.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign 89) Most media plans focus on reach objectives rather than frequency objectives.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign 90) Most media use intrusiveness to some degree as a way to grab the attention of media consumers.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 91) Intrusiveness is the primary strategy for countering clutter in the media environment.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 92) Boomers are in their 30s and 40s and grew up with tape recorders and video games.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning

25 ..

93) Exposure does not necessarily lead to readership or viewership.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 94) Impressions and circulation are different terms for the same measure.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign 95) A brand can initiate and control viral marketing.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 96) Search marketing refers to the placement of out-of-home advertisements in locations with large populations.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 97) Homemade videos and commercials posted on YouTube are examples of consumergenerated content.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 98) Compared to Gen Yers, Boomers spend more time with media of all kinds and are more likely to media multitask.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

26 ..

99) The biggest problem with product placement is that the placement may not be noticed.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 100) A major change in consumer media use is the increase in media-driven lives.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 101) In traditional mass media, communication is a one-way process.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign 102) The primary goal of a media plan should be to maximize reach.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 103) One advantage of advertising in magazines is that they have high reach potential because they are passed along to family, friends, customers, and colleagues.

Answer: TRUE Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 104) You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

27 ..

105) Branded entertainment and product placement are simply different names for the same strategy.

Answer: FALSE Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the steps involved in developing an advertising campaign 106) Explain how media technology has changed from the print era to today.

Answer: Over several hundred years, media have evolved from print, to radio, to television, and now the Internet. During the print era, the new technology was the printing press. Ink and print images could be mass produced for newspapers, magazines, and posters. The broadcast era began with the first radio and television. The digital era began with the introduction of the Internet and the birth of corporate websites and e-commerce. The newest era is the social media era, which has led to users becoming self-publishers who create and share their own content, some of it brand-related, with connections. Online advertising is growing faster than other kinds of advertising, as traditional media is seeing decreases in ad revenues.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 107) Four college roommates who were advertising majors are now in New York working in the advertising industry. John is a media planner, Carl is a media buyer, George is a media researcher, and they all work at the same advertising agency. Chuck works at a media buying company and jokes that he will be taking over all of their jobs. Describe how their jobs are different and why Chuck can make the joke he did.

Answer: John, the media planner, makes the strategic decisions outlined in the media plan, such as identifying and selecting media options based on research into the audience profiles of various media. His responsibilities also include scheduling and budgeting.

Carl, the media buyer, implements the media plan. Media buying is the task of identifying specific vehicles, such as TV programs or magazines, negotiating the costs to advertise in them, and handling the details of billing and payment.

George, the media researcher, compiles audience measurement data, as well as media costs and availability data for the media options being considered by media planners.

Chuck, who works at a media buying company, specializes in doing media research, planning, and buying. These agencies are taking over the media role that used to be the responsibility of advertising agency media staff. In many cases, they are the media department that spun off from a full-service agency, such as the one in which Chuck's college buddies are employed.

Difficulty: Difficult Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

28 ..

108) Jane is teaching an undergraduate introductory advertising course and is trying to explain the difference between reach and frequency. How should Jane explain these terms, and what is the goal of a media plan with respect to these two terms?

Answer: The goal of most media plans is to reach as many people in the target audience as often as the budget allows. A media mix is typically designed to accomplish both reach and frequency goals. Reach is the percentage of the media audience exposed at least once to the advertiser's message during a specific time frame. Frequency refers to the number of times a person is exposed to the advertisement.

Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 109) Describe how Americans' media habits are changing and how this will affect future media mixes.

Answer: Americans are spending more time on the Internet, playing video games, and using smart phones. Consumption of traditional broadcast and print media has declined, and Americans are now much more able to design their own media landscapes. In fact, many consumers use multiple types of media at the same time, such as watching TV while logged onto a social networking website. Digital media give consumers more control over advertising messages than ever before. This new two-way communication, along with the expanding number of media choices consumers have, will change the media mix. In the past, the media mix was dominated by print, TV, and radio. In the future, the media mix will be dominated by digital and mobile media, with TV and print playing a substantial, but reduced, role.

Difficulty: Difficult Chapter LO: 11-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 110) Describe the practice of product placement, explaining its advantages and disadvantages.

Answer: Product placement is a practice in which a company pays to have verbal or visual brand exposure in a movie or television program. Advantages of product placement include demonstrating the product in use in a natural setting. Product placement is unexpected and catches consumers when their resistance to advertising messages may be dialed down, and it's good for engaging the affections of other stakeholders, such as employees and dealers. However, disadvantages include not being noticed, problems if there is not a match between the product and the audience, and the inability to predict the success or failure of a movie or television show.

Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge

29 ..

111) Newspaper is the ________, and the Wall Street Journal is the ________.

A) vehicle; medium B) medium; vehicle C) medium; execution D) execution; medium E) reach; impression Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 112) A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

A) mass media B) interactive media C) viral marketing D) addressable media E) broadcast media Answer: A Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 113) Michelle is a specialist in media planning. She tells clients about media trends in the future.

She often talks about the digitization of media, in which all mass media save and transmit information through the same digital forms. Through integration, the media work through and with each other. What media trend is Michelle discussing?

A) interactivity B) engagement C) convergence D) commoditization E) cadence Answer: C Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

30 ..

114) June's job at an advertising agency entails identifying and selecting media options based on research into the audience profiles of various media as well as scheduling and budgeting. What is June's job responsibility?

A) media planning B) media buying C) account planning D) account management E) message development Answer: A Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 115) Lisa works at a major advertising agency and is an expert in the television schedule for eight major markets in the United States. Her job entails identifying specific television shows that will deliver the desired audience for her agency's client, negotiating the costs to advertise in them, and handling the details of billing and payment. What is Lisa's job title?

A) media planner B) media buyer C) account planner D) creative director E) account manager Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 116) Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has asked her marketing communications director to ensure that each contact point deliver a ________ message to consumers about the company.

A) creative B) consistent C) interactive D) personalized E) direct Answer: B Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

31 ..

117) As a young woman, Rhonda grew up with newspapers, radio, and television dominating the media. However, she did not have cable television as a child. During her adult life, though, Rhonda uses a smart phone, a personal computer and an e-book reader. Rhonda is part of which generation?

A) the Traditionalists B) the Boomers C) the Gen Xers D) the Gen Yers E) the Millennials Answer: B Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 118) Ronny finished college three years ago and has been working in the advertising industry ever since. Ronny feels comfortable adopting technological innovations at work and in his personal life, perhaps because he is a member of the first generation to grow up with personal computers and the Internet. Ronny belongs to the ________.

A) Traditionalists B) Boomers C) Gen Xers D) Gen Yers E) Millennials Answer: D Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the process of market segmentation, targeting, and positioning AACSB: Analytical thinking 119) Honda is launching a new SUV and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?

A) frequency B) impressions C) reach D) circulation E) integration Answer: C Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

32 ..

120) A popular comedy show, which is shown on Fox network, had a rating of 4.0 but a share of 7. Why are these two numbers different?

A) Rating includes all TV households, and share considers only those households that have their TVs on at that time.

B) Share includes all TV households, and rating considers only those households that have their TVs on at that time.

C) Rating is provided by Arbitron and share is provided by Nielsen, and both use different methods for estimating audience size.

D) Rating is provided by Nielsen and share is provided by Arbitron, and both use different methods for estimating audience size.

E) Rating compares audience size to the entire TV universe, while share compares only audience size to other network programming.

Answer: A Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 121) Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen.

Fishing Gear wants to reach its target market in a way that minimizes intrusiveness. Which of the following would be the best fit for Fishing Gear?

A) personal selling B) print ads in Fishing and Hunting News C) commercials on cable television D) emails to all individuals with a fishing license E) banner ads on websites Answer: B Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 122) Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.

A) networking B) guerrilla marketing C) broadcast advertising D) product placement E) advertainment Answer: D Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

33 ..

123) Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas. Marketers at Uptown Cleaning Crew developed a short, humorous video promoting the company's services, and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Uptown Cleaning Crew are using ________.

A) guerilla marketing B) viral marketing C) product placement D) mobile marketing E) branded apps Answer: B Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 124) Which of the following has the most in common with broadcasting?

A) guerilla marketing B) out-of-home advertising C) search marketing D) Twitter E) eBay Answer: D Difficulty: Difficult Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 125) For the launch of a new camera in Korea, Nikon created a celebrity "red carpet" experience in a Seoul subway station. Commuters walked on a red carpet past a billboard filled with life-like images of photographers. When a commuter walked directly in front of the billboard, lights flashed on the board, creating the illusion that the commuter was a celebrity having his or her photo snapped by dozens of reporters. This is an example of ________.

A) guerilla marketing B) traditional marketing C) product placement D) mobile marketing E) advertainment Answer: A Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

34 ..

126) A producer of beverages and snack foods wants to market its products to the 18-to-34-yearold demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of marketing would this producer most likely choose?

A) advertainment B) guerilla marketing C) mobile marketing D) product placement E) podcasting Answer: C Difficulty: Difficult Chapter LO: 11-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge Refer to the following passage to answer the questions below.

Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for clients' advertising; negotiating the costs to advertise in them; and handling the details of billing and payment.

Although one of the agency's major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.

127) What is Allison's job function?

A) media planning B) rate negotiator C) media buyer D) account planner E) account buyer Answer: C Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

35 ..

128) The media plan calls for placing ads in all the major newspapers in the southeastern United States. Because newspaper is primarily a local medium, Allison seeks the services of a professional to assist her in placing the buy with one order. Allison needs to contact a ________.

A) media salesperson B) customer service rep C) media rep D) media-buying service E) media consolidator Answer: C Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 129) Allison is working with a client that is preparing a national launch of a new line of packaged snacks. The client wants to maximize the reach of its marketing communication efforts. Which of the following media vehicles should Allison recommend?

A) network television shows with low rating points B) network television shows with high rating points C) local radio shows with high share of audience D) local radio shows with low share of audience E) special interest magazines with niche audiences Answer: B Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 130) Allison is working with a client that wants to maximize frequency over a one-month period.

Which of the following media should Allison NOT recommend to this client?

A) radio B) daily newspapers C) monthly magazines D) network television E) cable television Answer: C Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

36 ..

131) Explain what is meant by the term media vehicle and give three examples.

Answer: A media vehicle is a specific TV program (e.g., 60 Minutes, The Apprentice), newspaper (e.g., New York Times, Wall Street Journal), or radio station or program (e.g., NPR's All Things Considered, Rush Limbaugh's talk show).

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 132) Explain the difference between mass media and niche media.

Answer: Mass media reach a broad group of people; niche media reach an identifiable group of people with a distinct common interest. Niche media have a more selective, but not necessarily smaller, audience than mass media do.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 133) Explain the difference between interactivity and engagement in terms of the media environment.

Answer: Interactivity means that audience members can send messages back and forth to the media and to each other; engagement, which may involve interactivity, refers to the captivating quality of media.

Difficulty: Difficult Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 134) Give an example of media convergence.

Answer: Examples of media convergence could include newspapers with websites, online radio, and electronic books.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 135) Briefly describe the modern media landscape.

Answer: The modern media landscape includes up to 200 television channels in some markets, a huge number of special-interest publications, millions of websites, and new media forms that weren't even imagined 20 years ago.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

37 ..

136) Explain how the explosion in online media has affected print newspapers.

Answer: Many newspapers have closed or reduced staff and coverage. They have lost revenue due to the shift to online classified advertising and the ease with which readers can get news online.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 137) Explain the difference between the terms delivery and connection.

Answer: Delivery refers to taking something to a person or place, but connection refers to joining two things together. Delivery is a one-way concept, but connection is a partnership.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 138) Why might a media buyer prefer to use measured media rather than nontraditional media?

Answer: Measured media such as print and broadcast can be analyzed for the cost of the media buy relative to the size of the medium's audience. In other words, a media planner could be certain about the potential return on investment when using measured media. It is more difficult to measure the ROI for nontraditional media.

Difficulty: Difficult Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 139) What is a media mix?

Answer: A media mix is the way in which various types of media are strategically combined in a media plan.

Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 140) Your friend is confused about the terms impression and circulation. What would you say to help him understand the difference in these concepts?

Answer: An impression is one person's opportunity to be exposed one time to an ad in any media vehicle. The idea of impressions is different from circulation, because impressions (in print) estimate the actual readership, rather than just circulation, which refers to copies sold.

Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

38 ..

141) What are two ways that an advertising message's frequency can be increased? Give an example of each.

Answer: Frequency can be increased through scheduling, such as running a TV ad multiple times during the same program, or through the characteristics of the media itself, such as a consumer passing the same billboard each day.

Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 142) Explain the relationship between a medium's level of intrusiveness and its capacity for personalization.

Answer: In general, the more intrusive a medium is, the more it can be personalized.

Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 143) Why might a media planner prefer to place an ad in a television program that has a share of 35 instead of a program that airs at a different time but has a share of 38?

Answer: Share refers to the percentage of viewers based on the number of television sets turned on, so a show with a smaller share might actually have more total viewers if significantly more television sets were turned on during the program's time slot.

Difficulty: Difficult Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 144) Why is word-of-mouth such a powerful force in marketing communication?

Answer: Word-of-mouth is important because of its inherent persuasiveness. People tend to believe what they hear from friends, family members, and other important influencers.

Difficulty: Moderate Chapter LO: 11-3 Course LO: Identify and discuss the factors influencing consumer buying behavior AACSB: Application of knowledge

39 ..

145) When P&G introduced Physique shampoo, it sent emails to people asking for referrals.

People referring 10 friends to the shampoo's promotional website received free merchandise and were entered into a sweepstakes to win a year's supply of the shampoo. Explain what this technique is and why marketers use it.

Answer: This is an example of viral marketing, which is a practice designed to deliver a groundswell of opinion or marketplace demand for a product. It uses email to circulate a message among people. Marketers use this technique because positive word-of-mouth is the most influential form of media.

Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 146) In one promotional activity, MSN.com had actors dressed as butterflies skate around the streets of New York. What form of advertising media does this represent, why do advertisers use it, and are there any drawbacks?

Answer: This is an example of guerilla marketing, which is unconventional marketing communication activities that are intended to get buzz on a limited budget. The idea is to use creative ways to reach people where they live, work, and walk to create a personal connection and a high level of impact. If it works, the encounter gets talked about by word-of-mouth rather than through the media. However, this approach does have limited reach in comparison to mass media.

Difficulty: Difficult Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 147) Why is the use of nontraditional media particularly important for marketers who are trying to reach the youth market?

Answer: Young people are typically the first to experiment with new media forms, so marketers who want to reach young people must use the media channels young people use.

Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge

40 ..

Refer to the scenario below to answer the following questions.

Suzanne and Shandra, longtime friends, share a love of animals and an animal grooming business. They own a small fleet of RV motorhomes outfitted with comfortable dog and cat grooming stations. On-the-Go Groomer's motorhomes come to clients' homes in the metro area to provide pet services instead of requiring pet owners to come to them. Suzanne and Shandra are pleased with their success, but both feel that they are not reaching enough potential customers. So far, they have relied on local newspaper advertisements and positive word-ofmouth to generate business. Suzanne said, "We have come so far and really have a great little business going. But I think we could become much bigger with the right plans in place."

148) How might Suzanne and Shandra use addressable media in a media plan for On-the-Go Groomers?

Answer: Suzanne and Shandra could use email, mail, and telephone calls to keep in touch with current customers and offer expanded services.

Difficulty: Moderate Chapter LO: 11-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 149) Suzanne and Shandra advertised in the metro newspaper and now want to calculate how many people saw their ad last week. What are Suzanne and Shandra trying to determine?

Answer: Suzanne and Shandra want to know the reach of the ad.

Difficulty: Moderate Chapter LO: 11-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 150) How could Suzanne and Shandra use search marketing?

Answer: Suzanne and Shandra could use search marketing so that when anyone does an Internet search for animal grooming in their city, an ad for On-the-Go Groomers would appear alongside the search results.

Difficulty: Moderate Chapter LO: 11-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 12 Paid Media 1) Newspapers, magazines, brochures, and other printed surfaces are known as ________ media vehicles.

A) broadcast B) narrowcast C) print D) directional E) interactive Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 2) ________ is the primary method for measuring a newspaper's reach.

A) Audience B) Readership C) Showings D) Circulation E) Market share Answer: D Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 3) Newspapers offer advertisers ________, which allows them to target specific consumer groups.

A) market intermediation B) market zoning C) market selectivity D) direct marketing E) selective binding Answer: C Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign

1 ..

4) A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers as well as advertisers who make volume buys.

A) rate card B) take-away C) give-away D) media kit E) sales kit Answer: A Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 5) Introduced in the early 1980s, the standard advertising unit makes it possible for ________ to offer advertisers a great deal of choice within a standard format.

A) magazines B) radio C) television D) directories E) newspapers Answer: E Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 6) An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ________.

A) joint advertising B) co-op advertising C) run-of-paper advertising (ROP) D) selective advertising E) subsidized advertising Answer: B Difficulty: Easy Chapter LO: 12-1 Course LO: Describe how retailers and wholesalers create value 7) Which of the following is NOT a type of advertising found within the local newspaper?

A) classified B) display C) gatefold D) supplement E) free-standing insert Answer: C Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 2 ..

8) What form of newspaper advertising is the dominant form, can be any size, and can be placed anywhere in the newspaper except the editorial page?

A) classified B) display C) supplement D) gatefold E) free-standing insert Answer: B Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 9) Advertisers who don't care where their ads run in the newspaper pay which rate?

A) co-op rate B) preferred-position rate C) run-of-paper (ROP) rate D) non-preferred rate E) classified rate Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 10) What form of newspaper advertising comes from individuals wanting to sell their personal goods?

A) classified B) display C) supplements D) gatefolds E) co-op Answer: A Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 11) Which of the following is a magazine-style publication inserted into a newspaper?

A) display advertisement B) co-op advertisement C) supplement D) gatefold E) circular Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign

3 ..

12) Which of the following is NOT a main type of business magazine?

A) corporate B) professional C) farm D) consumer E) industrial Answer: D Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 13) Which classification of business magazines presents stories and information about an entire industry?

A) trade papers B) regional magazines C) professional magazines D) vertical publications E) horizontal publications Answer: D Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 14) Nontraditional delivery of magazines is referred to as ________, meaning the magazine is distributed free to specific audiences.

A) uncontrolled circulation B) nonmeasured circulation C) traditional circulation D) discounted circulation E) controlled circulation Answer: A Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 15) Advertising in magazines is generally ________.

A) broadly targeted B) highly targeted C) interactive D) local E) reminder Answer: B Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 4 ..

16) Normally, the largest unit of ad space that magazines sell is the ________.

A) full-page ad B) double-page spread C) gutter spread D) bleed page E) nonbleed page Answer: B Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 17) The white space running between the inside edges of the pages of a magazine is known as the ________.

A) gutter B) byline C) cover D) gatefold E) spread Answer: A Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 18) A magazine page without outside margins, in which the color extends to the edge of the page, is called a ________.

A) marginless page B) gatefold C) double-spread D) full page E) bleed Answer: E Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 19) A single or double page in a magazine can be broken into a variety of units called ________.

A) gatefolds B) fractional page space C) segments D) standard advertising units E) cut-outs Answer: B Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign

5 ..

20) A(n) ________ is a special advertising page or section in a magazine that looks like regular editorial pages but is identified by the word "advertising" at the top.

A) gatefold B) house ad C) advertorial D) insert E) supplement Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 21) ________ combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.

A) Fractional page space B) Ink-jet imaging C) Selective binding D) Desktop publishing E) Custom publishing Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 22) Which technology allows a magazine to print personalized messages on ads or on inserts?

A) selective binding B) desktop publishing C) ink-jet imaging D) one-order, one-bill E) satellite transmission Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology

6 ..

23) Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

A) primary B) secondary C) directional D) promotional E) selective Answer: C Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 24) What is the key difference between directory advertising and brand-image advertising?

A) Directory advertising reaches people who already know they have a need for the product or service.

B) Directory advertising provides directions on how to use the product, but brand-image advertising does not.

C) Directory advertising provides interactive maps with directions on how to find the retailer's location.

D) Directory advertising is used in the initial stages of consumer decision making regarding a purchase.

E) Directory advertising is more expensive than brand-image advertising.

Answer: A Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 25) Which of the following is NOT a type of broadcast radio?

A) public radio B) satellite radio C) Web radio D) AM/FM radio E) spot radio Answer: E Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

7 ..

26) ________ can deliver the same radio stations, regardless of where the listener is in the continental United States.

A) Satellite radio B) Cable radio C) Low-power FM D) AM/FM radio E) Public radio Answer: A Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 27) Nonprofit radio stations that serve a small market with a reach of three to five miles are known as ________.

A) cable radio B) public radio C) AM/FM radio D) low-power FM E) Web radio Answer: D Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 28) ________ provides audio files downloaded or streaming through a website.

A) Satellite radio B) Cable radio C) Low-power FM D) Web radio E) Public radio Answer: D Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 29) ________ relies on listener support and corporate sponsorship for most of its funding.

A) Satellite radio B) Cable radio C) Local radio D) Web radio E) Public radio Answer: E Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 8 ..

30) The typical radio programming day is divided into five segments called ________.

A) listener groups B) drive times C) coverages D) ratings E) dayparts Answer: E Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 31) Commercials set to music are known as ________.

A) musicals B) lyricals C) jingles D) dual-coded E) PSAs Answer: C Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 32) Which is the largest category of radio advertising revenues?

A) network B) national spot C) local D) satellite E) web Answer: C Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 33) A(n) ________ is a group of affiliated stations.

A) radio network B) national syndicate C) local network D) AM network E) FM network Answer: A Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign

9 ..

34) In which type of radio advertising does an advertiser place an advertisement with an individual station?

A) network B) spot C) syndicated D) AM E) FM Answer: B Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 35) Which of the following is NOT a national, over-the-air television network in the United States?

A) Entertainment and Sports Programming Network (ESPN) B) American Broadcasting Company (ABC) C) Columbia Broadcasting System (CBS) D) National Broadcasting Company (NBC) E) Fox Broadcasting Answer: A Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 36) Satellite television is a form of ________ television.

A) syndicated B) underwritten C) public D) subscription E) sponsorship Answer: D Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 37) Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports Programming Network (ESPN) are known as ________.

A) cable networks B) superstations C) broadcast networks D) affiliates E) syndicated networks Answer: A Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 10 ..

38) WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

A) cable networks B) superstations C) broadcast networks D) affiliates E) syndicated networks Answer: B Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 39) Local television stations that are not affiliated with a network are known as ________.

A) disconnects B) interconnects C) spot stations D) syndicated stations E) independent stations Answer: E Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 40) According to guidelines from the Federal Communications Commission, advertising messages that appear on ________ do not ask for a purchase or make price or quality comparisons.

A) online video B) on-demand programming C) independent stations D) public television E) subscription television Answer: D Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

11 ..

41) Using ________, national advertisers buy local advertising on a city-by-city basis from local television stations.

A) independent buys B) spot buys C) specialty buys D) syndicated buys E) underwriting Answer: B Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 42) ________ programs can be sold to independent firms and other cable channels to replay as reruns.

A) Syndicated B) Network C) Cable D) Pay-per-view E) On-demand Answer: A Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 43) Interactive television creates the opportunity for ________ television.

A) addressable B) high-definition C) sponsorship D) 3-D E) on-demand Answer: A Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology

12 ..

44) What technology allows users to record television programs without the hassles of videotape?

A) interactive TV B) high-definition TV C) digital video recorders D) broadband recorders E) digital enhancers Answer: C Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 45) TiVo's capability to let users pause, do instant replays, and begin watching programs even before the recording has finished is known as ________.

A) sweeping B) zipping C) time-shifting D) zapping E) spotting Answer: C Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 46) In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

A) participations B) spot announcements C) dayparts D) sponsorships E) product placement Answer: D Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign

13 ..

47) In which type of network television advertising does a national advertiser pay for 10, 15, 20, 30, or 60 seconds of commercial time during one or more programs?

A) participations B) spot announcements C) dayparts D) sponsorships E) product placements Answer: A Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 48) Which type of television advertising appears in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally?

A) participations B) spot announcements C) dayparts D) sponsorships E) product placements Answer: B Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 49) Movie theaters sell time at the beginning of their film showings for commercials called ________.

A) participations B) captive showings C) selective showings D) trailers E) sponsorships Answer: D Difficulty: Easy Chapter LO: 12-4 Course LO: Describe the steps involved in developing an advertising campaign

14 ..

50) For advertisers, video games are primarily a medium to target which of the following groups?

A) females ages 12 to 34 B) males ages 12 to 34 C) females ages 35 to 54 D) males ages 35 to 54 E) adults 55 and older Answer: B Difficulty: Moderate Chapter LO: 12-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 51) ________ includes advertising on outdoor billboards, buses, posters on walls, telephone booths and shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.

A) Public media B) Out-of-home media C) Broadcast media D) Transit media E) External media Answer: B Difficulty: Easy Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 52) ________ refers to billboards along streets and highways, as well as posters in other public locations.

A) Outdoor advertising B) Public advertising C) Broadcast advertising D) Transit advertising E) Miscellaneous advertising Answer: A Difficulty: Easy Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign

15 ..

53) Which type of billboard is created by designers, printed in sections, and then shipped to an outdoor advertising company that then applies the sections to the poster panel's face on location?

A) painted bulletin B) printed bulletin C) painted poster D) printed poster E) cutout Answer: D Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 54) Which type of billboard is normally created onsite and can even be painted on the sides of buildings, roofs, and natural structures, such as the side of a mountain?

A) painted outdoor bulletin B) printed outdoor bulletin C) painted outdoor poster D) printed outdoor poster E) outdoor extension Answer: A Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 55) The cost of outdoor advertising is typically based on a(n) ________, which is a traffic count of vehicles passing a particular location during a specified period of time.

A) impression B) showing C) resonance D) reach E) frequency Answer: B Difficulty: Easy Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 56) ________ is seen by people riding inside buses, subway cars, and some taxis.

A) Interior transit advertising B) Exterior transit advertising C) Kiosk advertising D) Outdoor advertising E) Mobile advertising Answer: A Difficulty: Easy Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 16 ..

57) Out-of-home advertising is ________ in that it targets people at specific locations.

A) directional B) direct C) indirect D) situational E) social Answer: D Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 58) ________ is mounted on the side, rear, or top exteriors of buses, subway cars, or taxis.

A) Interior transit advertising B) Exterior transit advertising C) Kiosk advertising D) Outdoor advertising E) Mobile advertising Answer: B Difficulty: Easy Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 59) Through innovations in interactivity called ________, viewers are able to participate in online advertising or to manipulate online ads by clicking or rolling over parts of the image.

A) search optimization B) rich media C) digital displays D) social networking E) micro-blogging Answer: B Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 60) ________ are small ads on other Web pages that lure visitors to move to the advertised site.

A) Superstitials B) Blogs C) Minisites D) Banner ads E) Pop-ups Answer: D Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 17 ..

61) The extra-long, skinny ads running down the right or left side of a website are called ________.

A) skyscrapers B) borders C) pop-ups D) minisites E) superstitials Answer: A Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 62) Which type of Internet ads burst open on the computer screen in front of the opening page of the website?

A) skyscrapers B) pop-ups C) minisites D) superstitials E) banner ads Answer: B Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 63) Which type of Internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

A) minisites B) off-line advertising C) blogs D) click-throughs E) widgets Answer: A Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

18 ..

64) Which type of Internet advertising is thought of as "the Internet's commercial," designed to work like TV ads?

A) minisites B) superstitials C) pop-ups D) banner ads E) skyscrapers Answer: B Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 65) ________ are tiny computer programs that allow people to create and insert professionallooking content into their personal websites and onto their TV screens.

A) Widgets B) Superstitials C) Banner ads D) Skyscrapers E) Minisites Answer: A Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 66) ________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

A) Search marketing B) Search placement C) Key wording D) Social marketing E) Micro-blogging Answer: A Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

19 ..

67) Why is search marketing so effective in reaching consumers?

A) The process minimizes competition.

B) The strategy is rarely used by large companies.

C) Ads are not perceived to be as intrusive as other types of marketing because consumers initiate the search.

D) Search marketing appeals exclusively to Seekers.

E) Search marketing simplifies the purchase process.

Answer: C Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 68) The success of an online ad is measured by ________.

A) showings B) exposure C) frequency D) click-throughs E) audiences Answer: D Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 69) ________ is the practice of maximizing the link between topics and brand-related websites in an effort to drive more traffic to a company's site.

A) Search optimization B) Search placement C) Key wording D) Rich media E) Quick-response coding Answer: A Difficulty: Easy Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

20 ..

70) According to a recent study led by the agency Publicis, which of the following formats is the most effective way to deliver video ads?

A) pre-roll B) click-through C) ad selector D) pay-per-click E) widget Answer: C Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 71) Newspapers are primarily used by advertisers trying to reach a national market.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 72) National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads, making it impossible to prepare one ad that would fit every newspaper.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 73) One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 74) Advertisers who don't care where their ads run in the newspaper pay the nonpreferredposition rate (NPR).

Answer: FALSE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 75) The dominant form of newspaper advertising is classified advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 21 ..

76) Newspaper readership is always larger than circulation.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 77) The two main types of audiences that magazines target are consumer and business audiences.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 78) Business magazines target business readers and include trade papers, industrial magazines, and professional magazines.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 79) A horizontal publication deals with a business function that cuts across industries.

Answer: TRUE Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 80) Selective binding allows a magazine to print personalized messages directly on ads or on inserts.

Answer: FALSE Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 81) In general, the majority of magazine revenues come from advertising rather than subscriptions.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign

22 ..

82) Directory advertising is described as directional advertising because it tells people where to go to get the product or service they want.

Answer: TRUE Difficulty: Easy Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 83) Public radio stations are considered noncommercial in that they rely on listener support for most of their funding and that no commercial support is allowed by law.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 84) Radio is a highly segmented medium.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 85) Underwriting is a type of corporate sponsorship of public radio.

Answer: TRUE Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 86) Syndicated radio programs offer flexibility through their willingness to run unusual ads, allow last-minute changes, and negotiate rates.

Answer: FALSE Difficulty: Difficult Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 87) Morning drive time is the period when the most listeners are tuned in to radio programs.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 88) Currently, there are six national, over-the-air television networks in the United States: ABC, CBS, NBC, Fox, WB, and UPN. Answer: FALSE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 23 ..

89) Television stations not affiliated with a network are known as independent stations.

Answer: TRUE Difficulty: Easy Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 90) National advertisers sometimes buy local advertising on a city-by-city basis using spot buys.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 91) PBS is an attractive medium for advertisers because it reaches affluent, well-educated households.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 92) TiVo is a substantial threat to marketers because it allows consumers to skip commercials completely.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 93) A roadblock is an ad that is aired on multiple networks at exactly the same time.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 94) The price of a commercial is in part determined by the time of day it is scheduled to air.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 95) Participations are commercials that appear in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 24 ..

96) Typically, the cost of airing a trailer in a first-run theater is about the same as the cost of airing a 30-second ad in prime time.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-4 Course LO: Describe the steps involved in developing an advertising campaign 97) Video games offer opportunities for product placement but not for advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-4 Course LO: Describe the steps involved in developing an advertising campaign 98) Out-of-home advertising includes everything from billboards to hot air-balloons, including ads on buses; posters on walls, telephone booths, and shopping kiosks; painted semi-trucks; taxi signs; and skywriting.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 99) The outdoor industry uses a system based on impressions, which refers to a standard unit for space sales based on the opportunity a person has to see a particular outdoor board.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 100) A banner ad that does not deliver a high level of response may still be effective in building brand awareness.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 101) Advertisers trying to reach a wide audience often need to buy time on several radio stations, which has been made easier by the "one-order, one-bill" system.

Answer: FALSE Difficulty: Difficult Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign

25 ..

102) One reason freestanding insert advertising is growing is because it allows advertisers greater control over the reproduction quality of the advertisement.

Answer: TRUE Difficulty: Difficult Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign 103) Consumers are more likely to see transit advertising in an urban environment than in a suburban or rural environment.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign 104) The disadvantages of advertising in magazines include limited flexibility and lack of immediacy.

Answer: TRUE Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign 105) An outdoor board with a showing of 85 in a suburban community reaches the same number of people as an outdoor board with a showing of 85 in an urban community.

Answer: FALSE Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 106) Name and describe the three main types of newspaper advertising.

Answer: Types of newspaper advertising: (1) Classified advertising: Advertising by individuals to sell their personal goods and advertising by local businesses. These ads are arranged according to their interest to readers, such as "Help Wanted," "Real Estate for Sale," and "Cars for Sale."

(2) Display advertising: Can be any size and can be placed anywhere in the newspaper except the editorial page. Display advertising is further divided into two subcategories: local (retail) and national (general).

(3) Supplements: These magazine-style publications are inserted into a newspaper, especially the Sunday edition. Freestanding inserts are advertisements, such as the grocery ads, that are inserted into the newspaper.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

26 ..

107) Explain four advantages of advertising in magazines.

Answer: Students can discuss any four of the following advantages of magazines: (1) Target audiences: Ability of magazines to reach highly segmented, specialized audiences.

(2) Audience receptivity: The editorial environment of a magazine lends authority and credibility to the advertising.

(3) Long life span: People tend to read magazines at a comparatively slow rate, typically over a couple of days, so they offer an opportunity to use detailed copy. In addition, magazines have high reach potential because they are passed along to others.

(4) Format: Allows creative advertising variety through multiple pages, inserts, and other features.

(5) Visual quality: Excellent because they are printed on high-quality paper that provides superior photo reproduction.

(6) Messages: Good for complex messages.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 108) Explain how directory advertising is different from brand-image advertising.

Answer: Directory advertising is described as directional advertising because it tells people where to go to get the product or service they want. The key difference between directional advertising and brand-image advertising is that directory advertising reaches prospects, people who already know they have a need for the product or service; brand-image advertising seeks to create a need. Directory advertising is the main medium that prospects consult once they have decided to buy something they need or want.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 109) Name and describe the three major types of radio advertising.

Answer: (1) Network radio advertising: Radio advertising bought from national networks that distribute programming and advertising to their affiliates. Network radio is a group of local affiliates connected to one or more national networks.

(2) Spot radio advertising: Advertiser places an advertisement with an individual station rather than through a network. Spot radio advertising makes up nearly 80 percent of all radio advertising.

(3) Syndicated radio advertising: Program syndication has benefited network radio because it offers advertisers a variety of high-quality, specialized, and usually original programs. Both networks and private firms offer syndication, and advertisers value syndicated programming because of the high level of loyalty of its audience.

Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 27 ..

110) Name and describe the six types of common Internet advertising.

Answer: (1) Banner ads: Small ads on other Web pages on which people can click to move to the advertised website.

(2) Skyscrapers: Extra-long, skinny ads running down the right or left side of a website.

(3) Pop-ups and pop-behinds: Burst open on the computer screen either in front of or behind the opening page of the website.

(4) Mini-sites (micro-sites): Allow advertisers to market their product without sending people away from the site they're visiting.

(5) Superstitials: Thought of as "the Internet's commercial," they are designed to work like TV ads.

(6) Widgets: Tiny computer programs that allow people to create and insert professional-looking content into their personal websites and TV screens.

Difficulty: Difficult Chapter LO: 12-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 111) A national advertiser would like to advertise more in newspapers, but there is a substantial rate differential between national advertisers purchasing the same ad size as local retailers. On average, the national advertisers must pay more than 60 percent more for the same space. What can a national advertiser do to avoid this rate differential?

A) Use the "one-order, one-bill" ordering system because they've negotiated the rates down to the local rates.

B) Use the "co-op" ordering system because they've negotiated the rates down to the local rates.

C) Advertise only in larger cities because newspapers in those markets do not charge a rate differential.

D) Use co-op advertising, which is an arrangement between an advertiser and a retailer whereby the retailer buys the ad at the local rate and the advertiser reimburses some or all of the costs.

E) There's really nothing a national advertiser can do to avoid the higher rate.

Answer: D Difficulty: Difficult Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

28 ..

112) P&G is a major producer of consumer coupons and prefers to deliver them to consumers through newspaper advertising. P&G is very concerned about the reproduction quality of the advertisements, wants to command more attention than just another ad in the paper, and wants to place different ads in different markets. Which type of newspaper advertising will meet P&G's needs?

A) classified B) display C) supplements D) co-op E) preferred Answer: C Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 113) Dole—the fresh banana, juice, and canned fruit company—has begun testing a glossy magazine, Dole Fresh Choices, in the banana section of a grocery store in Houston and has plans for more widespread distribution. The magazine, targeted toward female customers, offers articles on health and nutrition. What type of magazine is this?

A) trade B) industrial C) professional D) consumer E) vertical Answer: D Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 114) WLSU is the campus radio station at Louisiana State University. It is a nonprofit, noncommercial station that serves a small market (i.e., the university community), with a reach of three to five miles. WLSU provides a variety of music and informational programming, and all LSU student, faculty, and staff performances are broadcast on this station. With respect to the structure of the radio industry, WLSU is an example of ________.

A) public radio B) cable radio C) satellite radio D) low-power FM E) Web radio Answer: D Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 29 ..

115) Rush Limbaugh is a conservative talk show host who is heard on hundreds of radio stations around the country. Advertisers such as Select Comfort beds advertise on his program because of the high level of loyalty of his audience. Local radio stations purchase the rights to air his program on their stations. National advertisers can purchase advertising time from the program provider or the local station, and local businesses usually purchase advertising during this show from the local station. What type of radio advertising does this represent?

A) network radio advertising B) spot radio advertising C) syndicated radio advertising D) news radio advertising E) up-front radio advertising Answer: C Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 116) WDAM is a local television station in Hattiesburg, Mississippi, that airs programming provided from the National Broadcasting Company (NBC). This station has a contractual relationship with NBC in which it agrees to carry programming originating from NBC during a certain part of its schedule. WDAM is allowed to sell a small amount of time during this programming to advertisers wishing to reach the local market, but the station typically pays NBC 30 percent of the fees it charges for this local advertising. However, WDAM receives 15 percent of the advertising revenue paid to NBC by national advertisers. WDAM is known as a network ________.

A) affiliate B) subscriber C) agent D) assistant E) enabler Answer: A Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

30 ..

117) Some have predicted that, in the future, television will allow consumers to purchase products they see on a television show. For example, if you like the shirt a contestant is wearing on The Voice, you will be able to click on the shirt to follow a link to a website that allows you to purchase the shirt. When finished, you can pick up viewing the program where you left off. What type of television delivery system or program option does this represent?

A) pay-per-view B) high-definition TV (HDTV) C) interactive television D) e-commerce television E) network cable Answer: C Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 118) Starbucks is interested in radio advertising and wants to reach consumers at the best time of day to get them to drive into a Starbucks location. Research has shown that 80 percent of consumers drink the majority of coffee before going to work or on their way to work. What daypart would you recommend Starbucks use to reach these consumers?

A) 6 to 10 a.m. (morning drive time) B) 10 a.m. to 3 p.m. (daytime) C) 3 to 7 p.m. (evening drive time) D) 7 p.m. to midnight (nighttime) E) midnight to 6 a.m. (all night) Answer: A Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 119) Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is looking for an advertising medium that will allow the company to advertise frequently yet still be affordable. Rain Forest also wants the capability to change messages to reflect current conditions that affect a car's appearance, such as the high level of pollen that settles on cars from one day to the next. Based on this information, which advertising medium would you recommend for this business?

A) transit B) magazines C) television D) radio E) outdoor billboards Answer: D Difficulty: Difficult Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 31 ..

120) The New York Times wants to begin an advertising campaign using television to attract more subscribers. The Times wants to reach an affluent, well-educated audience. One goal of its promotion is to not appear to be asking for purchase, merely to make the publication more salient in the minds of the target audience. Based on this information, which of the following delivery systems or programming options would be best for the newspaper?

A) network television B) public television C) cable television D) program syndication E) interactive television Answer: B Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 121) The outdoor board on the side of the highway with the message telling drivers that the Holiday Inn Express is at the next exit best illustrates which advantage of outdoor advertising?

A) high-impact medium offering larger-than-life visuals B) good situational medium C) flexibility D) reinforcement of a creative concept employed in other media E) least expensive of all major media Answer: B Difficulty: Difficult Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 122) You are looking at the New York Times home page, and you click on the link for an article you'd like to read. Before the page of the article appears, a twenty-second animated ad for Hyundai appears. This is an example of a ________.

A) search optimization B) pop-under C) mini-site D) pop-up E) superstitial Answer: E Difficulty: Moderate Chapter LO: 12-5 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

32 ..

123) You are looking at an eHow.com video for cleaning stains out of a shirt when you notice a small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the ad, you move from eHow to a Febreze website. You have clicked on a ________.

A) widget B) pop-under C) mini-site D) pop-up E) banner ad Answer: E Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 124) You are looking up hotel rates on the Internet. Alongside your search results, a message reads, "Stay at Holiday Inn and get a 25 percent discount!" This is an example of ________.

A) search marketing B) pop-unders C) content sponsorship D) pop-ups E) superstitials Answer: A Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 125) Which of the following is a challenge of advertising through online social networks?

A) Users may resent an intrusive marketing communication message.

B) Existing networks are resistant to advertising.

C) Most existing networks are already controlled by major corporations.

D) Virtual worlds will most likely replace social networks in the near future.

E) Measuring the frequency and volume of social network usage is difficult.

Answer: A Difficulty: Difficult Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

33 ..

Refer to the following passage to answer the questions below.

Allison works in the media department of a large advertising agency. Her biggest client is P&G, a major manufacturer of consumer packaged goods that spends billions on consumer advertising every year. Allison is putting together a media plan for P&G using a variety of media vehicles.

126) Allison's media plan calls for advertising in national newspapers. If P&G doesn't care where its ads run in the newspaper, what rate will Allison request for her client?

A) run-of-paper (ROP) rate B) display ad C) supplement rate D) classified rate E) differential rate Answer: A Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 127) The media plan also calls for magazine advertising, and the creative execution will have the color extend to the edge of the page. What type of page will Allison need to purchase?

A) gatefold B) back cover C) double-page spread D) bleed E) gutterless Answer: D Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 128) Allison learns that one magazine she is considering for P&G combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles. What is this known as?

A) selective binding B) relationship management C) undifferentiated distribution D) ink-jet imaging E) satellite transmission Answer: A Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

34 ..

129) The bulk of P&G's television advertising is 30-second commercials that air nationwide during several different programs every day of the week. What type of television advertising is this?

A) sponsorship B) participations C) spot announcements D) on-network syndication E) specialty television Answer: B Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 130) P&G is concerned that some of the controversial programming on television today hurts its brand's image if the company advertises during that type of programming. Allison suggests that P&G develops its own family-friendly programming, assuming the total financial responsibility for producing the program and providing the accompanying commercials. What form of television advertising would P&G be undertaking?

A) sponsorship B) participations C) spot announcements D) on-network syndication E) specialty television Answer: A Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 131) The beginning of the chapter describes the insurance company Aflac and the success of its advertising campaign. How did the company bring brand awareness from 10 percent to more than 90 percent and increase profits?

Answer: The company initially increased brand recognition through the comedic commercials featuring the Aflac duck. After the television advertisements increased brand identification, the company used a combination of traditional and interactive media, transferring the image of the Aflac duck so well established on television to other media.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

35 ..

132) Lion's Choice restaurant is launching its first national newspaper advertising campaign. The ads will be placed in over 2,000 local, state, and national newspapers over six weeks. How can the company use the same advertisement for every newspaper?

Answer: The standard advertising unit (SAU) system, created by the American Newspaper Publishers Association and the Newspaper Advertising Bureau, allows an advertiser to select one of 56 standard ad sizes that will work in every newspaper in the country.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 133) What advantages do the Yellow Pages bring to consumers and sellers?

Answer: The Yellow Pages are specifically designed to reach consumers when they are thinking about a purchase. It is a medium in which consumers voluntarily seek out ads. It is considered a trustworthy media by consumers.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 134) Seasons is a new restaurant opening in town, and the owners know they should advertise to attract customers. Based on what you learned in this chapter, recommend some media options for this restaurant.

Answer: Students can answer in a variety of ways, but their answers should demonstrate knowledge of traditional media concepts covered in this chapter. For example, because this is a local restaurant, newspapers, out-of-home, local radio, and directory advertising would be most appropriate.

Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 135) Carla works in the student activities office of her university and was given the task of finding a way to better inform students of upcoming activities and events. It's a rather large university with a bi-weekly newspaper and student FM radio station. Give Carla some suggestions on how she might accomplish this.

Answer: Because Carla is trying to reach a targeted audience, students attending the university, she needs to determine the best media to reach them. Two obvious media vehicles are the student newspaper and the university radio station. Another medium that might be useful is out-of-home media, such as kiosks and posters. Also, if there is a bus route through the campus, transit advertising, both interior and exterior, would be appropriate.

Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

36 ..

136) The Secret Gallery is a unique gift and home accessories store that recently opened. The owners want to advertise their business and are looking for an advertising medium that will allow them to advertise frequently and at a low cost to women aged 18 to 45. They want to get the audience curious about the unique offerings and get them imagining the beauty they can expect when they visit the store. Based on this information, recommend the appropriate medium for advertising.

Answer: Radio would probably be most appropriate because advertisers can easily build frequency through repetition. Based on the nature of the medium, reminder messages, particularly jingles and other musical forms, are easier to repeat without becoming irritating. It is also a medium that uses words, sound effects, music, and tone of voice to enable listeners to imagine their own pictures.

Difficulty: Difficult Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 137) Ruth was watching public television and noticed that there were commercial messages. She always thought that public television was commercial-free. Is that true? Explain your answer.

Answer: Although many people still consider public television to be commercial-free, in 1984 the FCC liberalized its rules and allowed the public broadcasting system (PBS) stations some leeway in airing commercial messages, which are called program sponsorships. The FCC says these messages should not make a call to action (ask for a purchase) or make price or quality comparisons.

Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 138) What are the advantages of advertising through movie trailers?

Answer: Movie trailers play to a captive audience with their attention on the screen; the attention level is higher for these ads than for almost any other form of commercials.

Difficulty: Moderate Chapter LO: 12-4 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

37 ..

139) To announce the expansion of a Louis Vuitton flagship store in the center of Hong Kong's luxury shopping district, the marketer made a building resemble an LV hard-case canvas trunk, with brass fittings and a cherry monogram print from the summer collection. The 3D ad is 26 feet high and 151 feet by 59 feet wide. Describe the type of advertising medium this represents and the advantages of it.

Answer: Out-of-home advertising includes everything from billboards to hot-air balloons, and a building fits in this category. This probably best represents a painted bulletin with the entire building being the medium.

Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 140) What are some of the ways to ensure effective outdoor advertising as discussed in the chapter?

Answer: The chapter discusses eight tips for outdoor advertising: (1) Frequency of exposure: Build brand image through frequent exposure over an extended period of time.

(2) Brand image touch-up: Shifting a brand's image to stay relevant.

(3) The power of the visual: Visually creative images to entice consumers.

(4) A friend in the neighborhood: Building relationships with consumers.

(5) Brand image build-up: Long-term branding leads to a positive consumer attitude.

(6) Speaking the language of consumers: Brands serve as a form of consumer communication shorthand.

(7) Clarity of focus: Normally the shorter the copy, the more effective the message.

(8) A gigantic canvas: Successful outdoor advertisers use the "giant canvas."

Difficulty: Moderate Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 141) How can a company increase the click-through response to its banner ads?

Answer: The best way to increase click-through rates is to advertise on a site that is related and relevant to the advertised product. Another way to increase click-through is to make the ads entertaining.

Difficulty: Moderate Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

38 ..

142) Jim was looking for information on jet skis because he was interested in buying one. He went to the Internet and "googled" the key words jet skis. Several results were returned, and he noticed that there were several "sponsored links" to businesses selling jet skis and accessory items along the top and right side of the search results page. In fact, "Honda Jet Ski Deals" was in blue along the top, and when Jim clicked on it, it took him to Honda Motorcycle's website where he could get more information on Honda jet ski products. What is Google, and how do marketers get these "sponsored links" on the results pages?

Answer: Google is an Internet search engine that Internet users use to find information. These Internet tools use keywords, such as topics (i.e., jet skis) or company or brand names, to compile a collection of information relating to that word. One search engine role is to provide a site on which advertisers can place ads. The phrase search marketing describes an approach that relies on actions initiated by consumers. Because they are searching for a particular topic, websites and the ads on them are not perceived to be as intrusive as other forms of advertising.

Difficulty: Difficult Chapter LO: 12-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge Refer to the following passage to answer the questions below.

Haley and Lauren, who recently graduated with MBAs, are opening a new shoe boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a Metropolitan Statistical Area (MSA) with more than 100,000 people. It's also home of The University of Southern Mississippi. Haley and Lauren will offer national brands of shoes that are not available in the department stores in the mall, and their primary target market will be women ages 18 to 35.

They've rented a location on the main street in front of the USM campus. The owners realize that most of their business will come from within a five-mile radius and want to limit their advertising to those potential customers. They have a modest budget for advertising, so they want to get as much out of it as they can.

143) Haley and Lauren are thinking about advertising in the local newspaper, the Hattiesburg American, but they don't have a basic understanding of advertising in newspapers. Provide a brief overview of the types of advertising in newspapers, noting which would be most appropriate for them.

Answer: There are three types of advertisements found within the local newspaper: classified, display, and supplements. Classified advertising is usually done by individuals to sell their personal goods as well as by local businesses. The dominant form of newspaper advertising is display advertising, which can be placed anywhere in the paper except the editorial page. Finally, newspaper supplements can carry both national and local advertising and are usually produced by independent publishers that sell their publication to newspapers. Display advertising would be most appropriate for this business.

Difficulty: Difficult Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

39 ..

144) Haley and Lauren recall learning something in their marketing class about an arrangement between manufacturers of national brands and local businesses with respect to advertising. Name and describe this arrangement.

Answer: This arrangement is referred to as co-op advertising. This is an alternative that allows the national advertiser to pay the local rate. It is an arrangement between the advertiser and the retailer whereby the retailer buys the ad and then the manufacturer pays half, or a portion, depending on the amount of space the manufacturer's brand occupies.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 145) Haley and Lauren want to hold a special event for the USM college women in an attempt to get them into their store. Would advertising in the local newspaper be a good advertising medium to make them aware of the special event? Why or why not?

Answer: No, because one of the disadvantages of newspapers is limited coverage of certain groups. Although newspapers have wide market coverage, certain market groups are not frequent readers. The under-20 age group and college students are not frequent readers of newspapers, but the campus newspaper might be a good option.

Difficulty: Difficult Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 146) Haley and Lauren are trying to figure out how many people will see their newspaper advertisements. They saw that the Hattiesburg American had very different numbers for readership and circulation. Why is that?

Answer: Circulation refers to how many copies of the newspaper are distributed. Readership refers to how many people actually read it. The readership number is always larger because when a paper is delivered to a home or office, it is often read by more than one person.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 147) Haley and Lauren want to make sure that customers know how to find their business.

Which medium is most appropriate for providing consumers information on where to purchase the shoes they are looking for?

Answer: Directory advertising is best because it is directional advertising telling people where to go to get the product or service they want. Haley and Lauren could purchase an ad in the Yellow Pages, which lists all local and regional businesses that have a telephone number. They could also advertise in a specialty directory, such as the campus directory.

Difficulty: Moderate Chapter LO: 12-1 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 40 ..

148) Haley and Lauren want to learn more about the audiences of the local radio stations in Hattiesburg. Name a company that provides audience data for these media.

Answer: The major audience-rating service for radio is Arbitron. Arbitron estimates the size of the radio audience for more than 250 markets in the United States.

Difficulty: Difficult Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 149) Explain why Haley and Lauren should consider traditional radio advertising.

Answer: A traditional radio station serves a local market, which fits the geographical market for The Pampered Soul. Radio is also highly segmented based on special interests, which would allow Haley and Lauren to present their brand message to a more tightly targeted market.

Difficulty: Moderate Chapter LO: 12-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 150) Discuss some out-of-home advertising vehicles that might be appropriate for this business.

Answer: The out-of-home vehicles appropriate for this business could include outdoor advertising, such as billboards, an on-premise sign, posters (perhaps around campus), kiosks (if available on campus, for example), and perhaps transit advertising.

Difficulty: Difficult Chapter LO: 12-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 13 Owned, Interactive, and Earned Media 1) As discussed in the chapter, ________ media are created and controlled by the organization that holds the brand.

A) traditional B) owned C) interactive D) earned E) primary Answer: B Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 2) The biggest advantage of owned media is ________.

A) cost effectiveness B) efficiency C) reach D) control E) interactivity Answer: D Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 3) Historically, ________ media has referred to gaining mentions in the news media through public relations.

A) traditional B) owned C) interactive D) earned E) primary Answer: D Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies

1 ..

4) The unique appearance of a company's delivery truck is an example of ________.

A) traditional media B) outdoor advertising C) corporate media D) billboarding E) point-of-sale advertising Answer: C Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 5) Yard signs, bumper stickers, and buttons are examples of inexpensive forms of ________.

A) branded entertainment B) direct advertising C) corporate media D) billboarding E) signage Answer: E Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 6) The primary objective of securing naming rights for a sports arena or public building is ________.

A) building brand loyalty B) creating positive feelings about the brand C) increasing brand visibility D) presenting the brand promise E) developing brand personality Answer: C Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 7) What is the primary objective of point-of-sale materials?

A) to build brand loyalty B) to provide a special reason to buy C) to offer a price comparison D) to inform customers about product benefits E) to reinforce the brand promise Answer: B Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 2 ..

8) Shelf talkers, end-of-aisle displays, and sample dispensers are examples of ________ media.

A) earned B) paid C) owned D) interactive E) integrated Answer: C Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 9) News releases, fact sheets, and position papers are distributed through which of the following?

A) press kits B) kiosks C) sales kits D) point-of-purchase displays E) sales promotions Answer: A Difficulty: Moderate Chapter LO: 13-1 Course LO: Discuss the selection of effective public relations tools 10) Press releases and video releases are examples of ________ media.

A) owned B) earned C) paid D) interactive E) social Answer: A Difficulty: Moderate Chapter LO: 13-1 Course LO: Discuss the selection of effective public relations tools 11) Newsletters and annual reports are both examples of ________.

A) collateral materials distributed through press kits B) collateral materials distributed through kiosks C) promotional materials distributed through point-of-purchase displays D) corporate publications E) training materials Answer: D Difficulty: Moderate Chapter LO: 13-1 Course LO: Discuss the selection of effective public relations tools

3 ..

12) A(n) ________ is a tangible reward for a particular act, typically purchasing or repurchasing a product.

A) collateral material B) brand reminder C) premium D) sponsorship E) endorsement Answer: C Difficulty: Easy Chapter LO: 13-1 Course LO: Discuss the selection of appropriate sales promotion tools 13) Which of the following is an example of human media?

A) shelf talker B) flash mob C) electronic wall D) kiosk E) billboarding Answer: B Difficulty: Easy Chapter LO: 13-1 Course LO: Discuss the selection of effective public relations tools 14) Sign spinners are also known as ________.

A) shelf talkers B) point-of-purchase displays C) flash mobs D) human directionals E) premiums Answer: D Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 15) The primary purpose of a(n) ________ is to identify the physical location of a store.

A) shelf talker B) on-premise sign C) electronic wall D) kiosk E) environmental design Answer: B Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies

4 ..

16) The goal of ________ is to associate the brand with a fun, entertaining experience that creates positive feelings for the brand.

A) co-branding B) sign spinners C) billboarding D) branded entertainment E) environmental design Answer: D Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 17) Employee training and relations programs are typically run by which of the following groups?

A) creative team B) account planners C) human resources D) market research E) media buyers Answer: C Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Interpersonal relations and teamwork 18) Which of the following is typically the last ad a customer sees before making the decision to buy a brand?

A) point-of-purchase material B) coupon C) website D) premium E) package Answer: E Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies

5 ..

19) Which of the following describes the effect of a grocery shelf filled with packages that prominently display a brand's name or logo?

A) billboarding B) environmental design C) premium D) merchandising E) publicity Answer: A Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 20) The media used in promotion for a store, product, or event are referred to as ________.

A) press kits B) sales kits C) corporate materials D) merchandising materials E) direct response materials Answer: D Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 21) Which of the following is NOT an example of merchandising material?

A) press release B) shelf talker C) end-of-aisle display D) in-store banner E) sample dispenser Answer: A Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 22) ________ materials bring together all the elements of a sale, including the consumer, the product, and often price deals.

A) Corporate B) Point-of-sale C) Publicity D) Promotional E) Public relations Answer: B Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 6 ..

23) Electronic walls and kiosks are both examples of ________.

A) earned media B) paid media C) interactive media D) social media E) viral media Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Information technology 24) Direct-response programs are typically designed to ________.

A) build brand awareness B) inspire brand loyalty C) create brand relationships D) generate transactions E) provide comparative information Answer: D Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 25) Which of the following is one of the traditional media of direct-response marketing?

A) television B) radio C) newspapers D) catalogs E) cable Answer: D Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 26) In B2B marketing, sales reps compile information about the customer, profiles of the customer's market, and pricing charts in packets of information known as ________.

A) rate cards B) take-aways C) promotions D) media kits E) sales kits Answer: E Difficulty: Easy Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 7 ..

27) Media sales reps compile profile information about the people who watch, listen to, or read the medium, along with numbers describing audience size and geographical coverage, in packets of information known as ________.

A) rate cards B) take-aways C) promotions D) media kits E) sales kits Answer: D Difficulty: Easy Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 28) Which of the following is most likely a proactive form of customer service?

A) tech support B) shoppers' surveys C) feedback cards D) mystery shoppers E) loyalty programs Answer: D Difficulty: Easy Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 29) A sales kit would most likely be used in which of the following situations?

A) B2C2C marketing B) B2B marketing C) customer service D) tech support E) employee training programs Answer: B Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 30) Which of the following is most likely a B2B promotional event?

A) news conference B) media tour C) trade show D) tech support E) sampling Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies

8 ..

31) A(n) ________ is an easily portable mini-computer.

A) smart phone B) digital installation C) electronic wall D) flash drive E) webisode Answer: A Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 32) A company's ________ is the online face it presents to the public.

A) website B) intranet C) extranet D) portal E) interface Answer: A Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 33) ________ refers to a website's ability to encourage visitors to stay and investigate the site rather than bounce to another site.

A) Navigation B) Convergence C) Stickiness D) Compatibility E) Transferability Answer: C Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

9 ..

34) A(n) ________ is a personal publishing site created by an individual to write about things that interest him or her.

A) intranet B) chat room C) blog D) extranet E) chat net Answer: C Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 35) Corporate ________ are a way to keep employees and other stakeholders informed, but employees may also be encouraged to have their own.

A) Internets B) blogs C) extranets D) chat rooms E) technets Answer: B Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 36) A blog that plugs a product in return for cash or freebies is referred to as a ________.

A) referral B) paid post C) product placement D) microblog E) plug-in Answer: B Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

10 ..

37) Socialtizing is a combination of ________ and corporate driven social chatter online.

A) networking B) advertising C) brand advocating D) mobile marketing E) viral marketing Answer: B Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 38) Which of the following would a brand communication team most likely use to manage social media outlets?

A) Off-the-Wall B) Hulu C) Amazon.com D) Hootsuite E) Constant Contact Answer: D Difficulty: Difficult Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 39) Which of the following would a brand communication team most likely use to post a brandrelated video?

A) Off-the-Wall B) Hulu C) Amazon.com D) Hootsuite E) Constant Contact Answer: B Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

11 ..

40) Which of the following moves individualized communication into a form of mass communication?

A) skyping B) texting C) group text messaging D) opting-in E) personal selling Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 41) Which of the following makes a cell phone or smart phone a personal point-of-sale device?

A) tagging B) branded entertainment C) guerilla marketing D) product placement E) mobile marketing Answer: E Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 42) Which of the following is a FALSE statement about the use of mobile devices?

A) There are nearly as many mobile subscriptions as there are people on Earth.

B) Half of all global Internet users access the Internet using their mobile devices.

C) There are more mobile subscriptions in the United States than citizens in the United States.

D) More money is spent on mobile advertising than on television advertising.

E) All major U.S. wireless carriers expect to have high-speed broadband networks by 2014.

Answer: D Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

12 ..

43) The "Fourth Screen" of marketing is ________.

A) television B) mobile phones C) movies D) personal computers E) tablets Answer: B Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 44) Which of the following can marketers use to make sure that their advertisements are not seen as intrusive?

A) opt-in communications B) mobile marketing C) geotargeting D) microblogging E) viral marketing Answer: A Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 45) Which of the following includes geotargeting capabilities?

A) tagging B) branded entertainment C) guerilla marketing D) product placement E) mobile marketing Answer: E Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

13 ..

46) Which of the following are NOT included in mobile marketing?

A) televisions B) cell phones C) smart phones D) portable game consoles E) tablets Answer: A Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 47) Which of the following is the most important reason social networking websites are valuable to marketers?

A) high number of click-throughs B) affordable banner advertising C) access to any demographic D) effective niche marketing E) ability to engage the power of friendship-based influence Answer: E Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 48) ________ like MySpace and Facebook build on the interactivity of the Internet, linking friends who have shared interests.

A) Social networks B) Product sites C) B2C sites D) Viral sites E) Microblogs Answer: A Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

14 ..

49) Buzz is a type of ________ media.

A) paid B) owned C) traditional D) measured E) earned Answer: E Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 50) Which of the following word-of-mouth marketing strategies aims to create buzz and connect with influential, high-quality contacts who will spread the brand's story?

A) brand advocacy B) guerilla marketing C) microblogging D) crowdsourcing E) mobile marketing Answer: A Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 51) The term ________ describes how a message spreads on the Internet through interconnected networks of acquaintances.

A) mobile marketing B) viral communication C) microblogging D) crowdsourcing E) social gaming Answer: B Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

15 ..

52) Which of the following is most closely associated with the B2C2C concept?

A) crowdsourcing B) customer referral C) implied third-party endorsement D) push marketing E) opt-in mobile marketing Answer: B Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 53) On Twitter, users post tweets no longer than 140 characters, otherwise known as ________.

A) social networks B) chats C) status updates D) paid posts E) microblogs Answer: E Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 54) Twitter posts are searchable based on their ________.

A) mentions B) profiles C) hashtags D) URLs E) hits Answer: C Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

16 ..

55) Inserting which of the following before a word in a tweet makes that word a category or topic than can be tracked?

A) @ B) # C) ^ D) * E) → Answer: B Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 56) ________ compiles trusted consumer-written reviews of local businesses.

A) Twitter B) Craig's List C) Tumblr D) Angie's List E) Google+ Answer: D Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 57) The Internet has created large numbers of ________ where customers who are connected by a favorite brand join together to discuss brand problems, solutions, and new uses among themselves.

A) virtual communities B) social rooms C) social games D) corporate sites E) mini-blogs Answer: A Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

17 ..

58) ________ is a photo-sharing social network.

A) Twitter B) Instagram C) Tumblr D) Angie's List E) SoundCloud Answer: B Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 59) ________ is a blog-hosting platform.

A) Twitter B) Instagram C) Tumblr D) Angie's List E) Google+ Answer: C Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 60) ________ invites viewers to share games and hangouts.

A) Twitter B) Instagram C) Tumblr D) Angie's List E) Google+ Answer: E Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 61) "Farmville" and "Words with Friends" are both examples of ________.

A) fan pages B) brand communities C) user-generated sites D) social games E) crowdsourcing Answer: D Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 18 ..

62) The term ________ refers to content of a commercial nature that is created or posted on the pages of users in social media promoting a product, service, or cause.

A) link B) user-generated ad C) interactive ad D) trailer E) microblog Answer: B Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 63) Through ________, a company solicits contributions from a digital audience to provide collective intelligence.

A) social games B) user-generated ads C) interactive ads D) crowdsourcing E) microblogging Answer: D Difficulty: Easy Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 64) Pinterest is an example of a(n) ________.

A) social game B) social site C) microblog D) e-commerce site E) brand community Answer: B Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

19 ..

65) Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

A) to increase competition B) to promote brands C) to engage customers D) to create brand relationships E) to have instantaneous customer connections Answer: A Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 66) Which of the following refers to big packages of media, such as print, broadcast, social media, or mobile media?

A) platforms B) associations C) syndications D) browsers E) networks Answer: A Difficulty: Easy Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 67) The Internet practice of ________ is designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product.

A) netcasting B) search marketing C) category leadership D) viral marketing E) two-stage adoption Answer: D Difficulty: Easy Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

20 ..

68) ________ refers to the use of blogs, linked social networks, online communities, and other types of media to drive consumer interaction and build widespread brand awareness.

A) Search marketing B) Direct marketing C) Niche marketing D) Social media marketing E) Community marketing Answer: D Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 69) Burger King's "Subservient Chicken" was one of the first ________.

A) social games B) viral hits C) brand communities D) fake sites E) branded apps Answer: B Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 70) Which of the following is a primary disadvantage of viral marketing?

A) The costs of viral marketing are too high for most companies.

B) The brand associated with the viral message is usually forgotten.

C) Viral messages can spread negative stories about a brand.

D) Viral messages are offensive to many potential customers.

E) Viral messages are blocked by most search engines.

Answer: C Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 71) An on-premise sign is an example of owned, out-of-home media.

Answer: TRUE Difficulty: Easy Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies

21 ..

72) Similar to television programs, microblogs are a new form of Web advertising that present several episodes in a developing story.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-1 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Written and oral communication 73) Internet marketers use offline advertising in conventional media to drive traffic to their websites.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 74) A product's package is both a container for the product and a brand communication vehicle.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 75) A product's package can deliver brand information and customer benefits.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 76) A shelf talker is an example of publicity media.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies 77) A press kit contains only printed material, but a publicity kit may include a DVD or flash drive along with printed material.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies

22 ..

78) Interactive media are those forms that invite users to participate in creating the message or to respond personally to the message.

Answer: TRUE Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Written and oral communication 79) Direct response media are designed to generate a sale with the assistance of a sales person.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 80) Even though brand communication planners don't manage customer service, customer service is an important part of brand communication.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 81) The purpose of an employee communication program is to help employees convey strategic brand information in personal conversations with friends and family members.

Answer: TRUE Difficulty: Easy Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 82) Sampling is a type of promotion that allows a consumer to try a product or service before buying it.

Answer: TRUE Difficulty: Easy Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 83) Whether or not a website is effective depends on its stickiness and its ease of navigation.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

23 ..

84) One drawback to using email for brand communication is the cost.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Information technology 85) Search marketing refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 86) Corporate blogs are a way of keeping employees and other stakeholders informed.

Answer: TRUE Difficulty: Easy Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 87) Because Twitter is such a new medium, marketers are unable to measure how often their brand is discussed in tweets.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 88) The network effect refers to the increasing importance of cable networks in television.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 89) Most branded apps are free but linked prominently to a brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

24 ..

90) Geotargeting is a form of push marketing.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 91) A brand steward should monitor conversations, complaints, and questions about a brand on social media as a part of managing the brand's reputation.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 92) A brand steward is a key customer who has positive messages to share about a brand within a circle of friends and contacts.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 93) A practice designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product is called viral marketing.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 94) Advertising messages can appear on Twitter.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 95) Facebook and Twitter are both microblog sites.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

25 ..

96) User-generated ads are the extra-long, skinny ads running down the right or left side of a website.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 97) In most Western countries, the Internet is a system with little policing.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 98) One disadvantage of Internet advertising is that it is relatively expensive, often making it prohibitive for a small company.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 99) Owned and earned media have overlap and are not neat, straightforward categories.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 100) Through the use of technology, brand communication has become less complex and simpler than ever before.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 101) The home offices of the Longaberger Company, which markets a variety of high quality baskets, are housed in a seven-story building designed to look like a basket. This is an example of environmental design.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 26 ..

102) Lands' End is a clothing and accessories company that markets to children, men, and women. The Lands' End website features all of the company's products and allows customers to order directly. Lands' End sends regular emails to customers notifying them of new products and sales offers. Lands' End is an example of Internet-based e-commerce.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 103) Nelly creates the Facebook posts for her company's page and wants to increase the odds of her posts being shared across social networks. For this reason, she should avoid the use of videos in her posts.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 104) Most of Nareema's friends consider her an expert on fashion, and Nareema regularly posts comments on new fashion trends on Facebook and Twitter, where she has hundreds of followers.

A clothing marketer might look at Nareema as a potential brand advocate.

Answer: TRUE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 105) The typical unhappy customer is more likely to contact the brand with his complaint than to share his complaint about a brand with his friends, family, and coworkers.

Answer: FALSE Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

27 ..

106) Discuss the advantages and disadvantages of owned media.

Answer: The biggest advantage of owned media is control of brand messages. In addition, owned media is versatile and can be created to meet the needs of various audiences and time frames. Though owned media can be created to meet several types of objectives, it is most effective at building relationships with customers and increasing brand loyalty. The major disadvantage of owned media is that the marketer has little or no control over consumer exposure to the brand message. For example, supplemental, offline advertising may be needed to drive traffic to an owned website.

Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 107) Describe at least three ways in which advances in technology have affected direct-response programs.

Answer: Through the technological advances of online media and databases of consumer information, direct-response programs have become more tightly targeted and personalized.

Prospects can be targeted based on their past online behavior (sites they visited and what they purchased). Billboards that are wi-fi connected can be interactive and create one-on-one communication opportunities. Tablets and smart phones can be used to scan QR codes to download apps, games, or coupons that may lead to on-the-spot sales.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 108) What are the advantages and disadvantages of mobile marketing?

Answer: Mobile marketing is the strategy of reaching people through their cell phones or smart phones. Smart phones are the most versatile of media, providing music, movies, photography, video games, personal conversation, shopping, and access to the Internet. Advertisers can use any of these forms to connect with phone users. Advertisers can send text messages or voice mails with news about a special sale when customers are in the vicinity of a store or restaurant, creating a personalized promotion for each customer. Though mobile marketing offers convenience and immediacy for customers, it hasn't been entirely embraced in the United States.

In fact, it is seen by many as an invasion of privacy. Consumers want the ability to opt-in to mobile marketing rather than be blasted by unwanted messages.

Difficulty: Difficult Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

28 ..

109) What is the B2C2C model and why is it an important marcom tool?

Answer: The B2C2C model is a business-to-consumer-to-consumer model that proposes that a marcom message may come from a business and then move to key influential customers, called brand advocates, who then spread the word to other consumers in the target market, building buzz for the brand. Because of interactive social media, messages move back and forth among consumers, often recirculating back to the brand advocates or even the business itself. This is a critical type of earned mention, with key customers sharing brand messages with their circles of friends and contacts. Potential customers are more likely to trust brand messages that come from people they know than those that come directly from a business. Thus, B2C2C marketing may be a more effective way to spread a brand's message.

Difficulty: Difficult Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 110) Discuss the advantages and disadvantages of Twitter as a medium for brand communication.

Answer: Twitter is a microblog site that permits posts of no more than 140 characters, called tweets. Keywords in tweets can be tagged, and thus tracked, through the insertion of a hash (#) symbol. Tweeters can share their immediate thoughts or doings with followers, who may spread the tweet through their own network of friends and followers. Because tweets can be tracked through tagging, brand stewards can follow communications about a brand throughout the network. A brand itself can also tweet, spreading advertising messages or providing immediate customer service for plugged in customers. In addition to being trackable, Twitter messages are quick and easy to compose and read. However, Twitter is not an owned medium, and brands have no control over the responses that will be generated by sponsored, or unsponsored, hashtags. In fact, Twitter has become the medium of choice for complaints, with many tweets carrying negative brand messages. On the positive side, Twitter provides a channel for the savvy brand steward to immediately respond to unhappy customers with a positive brand message.

Difficulty: Difficult Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

29 ..

111) Cracker Barrel is a chain of restaurants that serves "honest-to-goodness homestyle meals" such as fried chicken tenderloins and biscuits and gravy. Each store features traditional outdoor and home décor such as porch swings and wooden rockers as well as nostalgic games, foods, and craft items sold in the Old Country Store at the front of the restaurant. The traditional furniture at Cracker Barrel is best described as ________.

A) environmental design B) signage C) branded entertainment D) reminder advertising E) a premium Answer: A Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 112) An entire shelf in the snack aisle of a large supermarket is stocked with Ritz products, including a variety of crackers, cracker sandwiches, and toasted chips. Each red Ritz package displays the distinctive yellow lettering on a blue background. This is an example of ________.

A) a premium B) environmental design C) branded entertainment D) the billboarding effect E) point-of-sale materials Answer: D Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 113) A retailer of fashion clothing and accessories for young men and women created a series of short videos that tell the story of four college friends living in an apartment together. Products carried by the retailer are featured heavily in the videos, but the focus of the videos is the developing story of the friends' relationships. The videos are posted on YouTube and the company's website. This is an example of ________.

A) a premium B) a webisode C) a branded game D) a branded app E) point-of-sale materials Answer: B Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

30 ..

114) The napkins at Dunkin' Donuts have the brand name and logo printed on them. These napkins are best described as ________ material.

A) publicity B) sales kits C) corporate D) merchandising E) direct-response Answer: D Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 115) In which of the following locations would a bank be most likely to use a sign spinner?

A) on the bank's corporate website B) on the bank's Facebook page C) on the bank's Twitter feed D) inside the bank E) on the sidewalk outside of the bank Answer: E Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 116) In which of the following locations would you most likely find an electronic wall?

A) private office B) home entertainment center C) lobby of a large hotel D) classroom E) website Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge

31 ..

117) Which of the following promotional events would most likely include the use of sales kits?

A) sampling B) news conference C) media tour D) trade show E) informational tour Answer: D Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 118) In an effort to build awareness for her company's new line of smart phones designed for young teenagers, Melinda invited media representatives to an event at which the two lead designers for the new phone would present information and answer any media questions.

Melinda has planned a ________.

A) sampling B) news conference C) media tour D) trade show E) informational tour Answer: B Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 119) What is the benefit to companies of using blogs as marketing communication tools?

A) Blogs provide companies with additional revenue.

B) Blog content is easy to filter, monitor, and control.

C) Lifetime customer value can be evaluated through blogs.

D) Demographic information about customers can be easily tracked.

E) Blogs are an inexpensive yet credible way to reach a fragmented audience.

Answer: E Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

32 ..

120) Sanjay is in charge of crafting posts for his company's Facebook page. Sanjay's goal is for each post to be shared by fans of the page among their own networks. Posting at which of the following times would LEAST likely result in sharing of the post?

A) 10 a.m. on a Saturday B) 10 a.m. on a Sunday C) 4 p.m. on Monday D) 1 p.m. on a Tuesday E) 8 a.m. on a Wednesday Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 121) A producer of beverages and snack foods wants to market its products to the 18-to-34-yearold demographic by providing incentives to respond instantly to time-sensitive offers. Which of the following forms of marketing would this producer most likely choose?

A) branded entertainment B) guerilla marketing C) mobile marketing D) product placement E) podcasting Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 122) In the days before the Internet, people purchased volumes of reference books, such as atlases and encyclopedias, or visited public libraries to find general information about a broad range of topics. Which of the following websites fulfills a similar purpose today?

A) YouTube B) Facebook C) Wikipedia D) eBay E) Twitter Answer: C Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

33 ..

123) In the 1980s and 1990s, teenagers congregated in suburban malls to socialize. Which of the following websites fulfills a similar purpose for teenagers today?

A) LinkedIn B) Facebook C) Wikipedia D) eBay E) Angie's List Answer: B Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 124) All Athletes is an on-line athletic shoes and sporting goods marketer that has a monthly contest that encourages fans of the company to submit designs for new products. Visitors to the company's website can vote once a day on the design they think should actually be manufactured and sold. All Athletes is most likely using ________.

A) brand advocacy B) customer referral C) opt-in marketing D) crowdsourcing E) user-generated ads Answer: D Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 125) Runners can compare performances, set up profiles, and meet new friends on Nike's Nike Plus website. Nike Plus is an example of a ________.

A) search optimization strategy B) viral marketing site C) social media strategy D) content sponsorship program E) classifieds website Answer: C Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

34 ..

Refer to the scenario below to answer the questions that follow.

Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site.

126) To encourage bigger purchases and to build brand loyalty, Flies-R-Us will send a baseball cap with the brand logo on it to any customer who places an order of $150 or more. The baseball cap is an example of ________.

A) brand entertainment B) a premium C) a billboarding effect D) a point-of-purchase material E) naming rights Answer: B Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 127) Bob and Larry want to reach out to customers who have made at least one purchase to encourage additional purchases and to strengthen the brand relationship. They would like to offer discounts to their best customers. Which of the following would be the most efficient and costeffective way for Bob and Larry to reach this target population?

A) kiosks B) electronic walls C) email D) corporate website E) tech support Answer: C Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge

35 ..

128) To improve brand awareness, Bob and Larry decided to hire a media-relations specialist in hopes of getting coverage for Flies-R-Us in the media. The media-relations specialist wrote a feature story profiling Bob and Larry and their fly fishing equipment and then sent that story to her contacts at newspapers and special interest magazines. The article was picked up by Field & Stream, the popular sportsman magazine. By running the article, Field & Stream most likely provided Flies-R-Us with ________.

A) word-of-mouth B) viral communication C) an implied third-party endorsement D) an opt-in strategy E) a customer referral Answer: C Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 129) Bob and Larry wanted to develop a groundswell of marketplace demand for their store, so they used email to circulate a message among all of their family, friends, and customers for whom they had email addresses. What type of marketing is this?

A) branded entertainment B) traditional C) viral D) guerilla E) mobile Answer: C Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 130) Bob and Larry have a website for Flies-R-Us, a Facebook page, and a Twitter feed. They have had several hits and mentions in the print media and have also aired a series of short commercials on local radio stations with listeners who are likely to be interested in fishing.

Which of the following best describes the media strategy for Flies-R-Us? A) paid media B) owned media C) earned media D) interactive media E) multiplatform media Answer: E Difficulty: Moderate Chapter LO: 13-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies

36 ..

131) Why might training programs for new employees be considered as part of corporate presence media?

Answer: In many businesses, employees are the front-line of customer contact, so their appearance, attitude, and actions can send positive—or negative—messages about the brand.

This is a type of brand communication a corporation can control through training.

Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 132) Explain how a restaurant might use store-based merchandising.

Answer: All of the materials in a store that carry the brand logo and other brand information are examples of store-based merchandising. A restaurant might have signs throughout the restaurant with the brand name, logo, and information about special menu items. The menu itself is another example of store-based merchandising, as are napkins and placemats with the brand name.

Difficulty: Difficult Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 133) Explain the advantages of using online videos for public relations and promotional programs.

Answer: Videos are an ideal tool for distributing in-depth information about a company or program. More and more companies are using online videos to reduce promotional costs and to draw attention to information on their corporate websites.

Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 134) To get consumers to come back frequently to its website, Amazon.com is considering developing a series of movie critics and book reviewers reviewing DVDs and books that are available to the market that week. The format is to be entertaining, with two reviewers bantering with each other during their reviews. Explain what this new Internet practice is called and why advertisers are starting to use it more often.

Answer: These are called webisodes, which are similar to television programs with recurring episodes in a developing story. They have created a new form of Web advertising that blends advertising and entertainment in order to attract audiences turned off by traditional mainstream media.

Difficulty: Moderate Chapter LO: 13-1 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

37 ..

135) Laurie was with her toddler in the hair care aisle of Walmart. Her daughter saw a bottle of shampoo that had a Winnie-the-Pooh head on the top and begged for it because she wanted to "play with Pooh!" Laurie purchased it for her daughter even though it cost almost three times as much as a similar shampoo that wasn't in a cute bottle. What is the role of packaging in this scenario?

Answer: The package can deliver customer benefits; in this case, Laurie's daughter perceived it as a toy.

Difficulty: Moderate Chapter LO: 13-1 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 136) What is the marketing benefit of a kiosk?

Answer: A kiosk is an electronic, public display that invites viewers to interact with information and graphics. A kiosk can provide detailed product information and customize responses using facial-identity software. Many kiosks allow customers to order merchandise directly, which may be particularly useful when a store does not carry a product the customer wants.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 137) What role does customer service play in effective brand communication?

Answer: Effective communication in customer service can bring customer satisfaction with a brand, while ineffective communication can lead to customer dissatisfaction with the brand.

Customers initiate interaction in customer service, giving a company the opportunity to improve a customer's attitude about a brand experience.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 138) Explain two advantages of using email for brand communication.

Answer: Email is a quick and inexpensive way for companies to reach out to customers. The interactive capability of emails has increased as more and more consumers carry smart phones that give them continual access to email.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

38 ..

139) Explain the concept of stickiness and why it is important to the success of a website.

Answer: A website that is "sticky" encourages visitors to stay rather than moving on to another site. A successful website is sticky enough to keep the interest of visitors, pulling them into the content, which should be easy to navigate.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 140) Explain why a movie studio may decide to spend more of its communication budget on promoting a movie through social networks and less in conventional media for movie advertising.

Answer: Television advertising, the conventional mode for movie promotion, is much more expensive than online promotion. Online promotion, particularly through social networks, has the added benefit of being shared among networks of friends, creating buzz for an upcoming movie.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 141) Explain how the meaning of the term earned media has changed in recent years.

Answer: Earned media originally was used in public relations to refer to unpaid brand mentions in the news media. In recent years, though, earned media has come to also include the way social media and word-of-mouth convey comments about brands.

Difficulty: Difficult Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 142) What is the difference between a hit and a mention in publicity?

Answer: In publicity, media-relations specialists try to persuade media editors to carry stories about a brand. A hit refers to the appearance of a publicity story, or a significant part of it, in the media. A mention is simply a reference to a brand in the media. Public relations specialists have more control over hits than mentions.

Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

39 ..

143) Explain why advertising planners are so interested in media that generate buzz.

Answer: Advertising planners are interested in media that generate buzz because the most important factor in consumer decision making is often the opinions of others, such as family and friends. Positive buzz about a product, therefore, leads to positive consumer decisions for that product.

Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 144) Briefly compare and contrast blogs and Twitter.

Answer: Twitter is essentially a miniature version of the concept of a blog with diary and essay postings; it is a micro-blog. A blog entry can be any length, but a tweet can only be 140 characters long.

Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 145) Amie saw the movie The Phantom of the Opera and really liked it. She searched the Internet and found one site that fans use to contact one another and exchange their opinions and experiences. She even rented the silent version of the movie, but the ending was defective. She asked other fans, through the Internet, about the ending and received feedback immediately.

From this site she can also link to several fans' personal online "diaries" about Phantom. She has also found an area on Fanfiction.com where people post their own stories about Phantom, and she uploaded one herself and received favorable reviews. Identify the types of sites Amie is using.

Answer: Groups of people with a special interest can contact one another and exchange their opinions and experiences though virtual communities, which are sites located online, sometimes as part of an organization's website, but sometimes completely independent of any company.

Virtual communities are good information sources regarding customer and industry perspectives, as well as competitive information. Another communication form is the blog (short for web log), which is a personal diary-like Web page that is created by an individual.

Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 146) Explain why advertisers are interested in social games, such as Farmville.

Answer: Social games offer advertisers an opportunity to reach targeted markets. Farmville involves virtual products, giving marketers the opportunity to set up their own virtual shops.

Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

40 ..

147) When Scentsation introduced a new air freshener, the company sent emails to people asking for referrals. People referring five friends to the company's promotional website received free merchandise and were entered into a sweepstakes to win a year's supply of the product. Explain what this technique is and why marketers use it.

Answer: This is an example of viral marketing, which is a practice designed to deliver a groundswell of opinion or marketplace demand for a product. In this case, email was used to circulate a message.

Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 148) Explain the potential disadvantage of viral marketing.

Answer: Viral communication can carry negative messages just as easily as positive brand messages. In fact, viral communication that is negative often spreads more quickly and broadly than positive viral communication.

Difficulty: Moderate Chapter LO: 13-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking Refer to the following passage to answer the questions that follow.

Talbots is a women's clothing store that sells only Talbots brand clothing. The style is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through the company's transactional website, and management is interested in getting more traffic to the site as well as using alternative media to reach the target market.

149) How might Talbots use geotargeting to achieve its goal?

Answer: Through geotargeting, Talbots could use mobile marketing to send individualized messages and special promotions to customers who are near Talbots retail outlets, thus encouraging an immediate sale. This would increase brand engagement with customers who have opted-in to receive Talbots messages.

Difficulty: Moderate Chapter LO: 13-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

41 ..

150) How might Talbots use Twitter to achieve its goal?

Answer: Talbots could start its own Twitter feed, sharing regular tweets about the brand with loyal customers. These tweets might encourage viewers to check out a new promotion or product on the store's website. Talbots might also enlist brand advocates to mention the brand or provide a testimonial in their own streams of messages.

Difficulty: Moderate Chapter LO: 13-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

42 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 14 Media Planning and Negotiation 1) Which of the following refers to information such as demographic profiles of current customers, response to previous promotions, product sales and distribution patterns, and the budget of how much can be spent on media?

A) client information B) market research C) competitive advertising D) consumer behavior reports E) media information Answer: A Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 2) A valuable tool for media planners, ________ is (are) provided by companies such as MRI and is (are) usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

A) client information B) market research C) competitive advertising D) media usage profiles E) media coverage area Answer: B Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 3) Which of the following is a standard research display format that allows multiple variables of related data to be grouped together?

A) CrossTab B) CrossRelate C) Multivariate D) Univariate E) CrossIndex Answer: A Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process

1 ..

4) Which concept refers to marketers tracking how much competing brands spend on media compared to how much they are spending on their particular brand?

A) share of market B) share of voice C) share of media D) share of spending E) share of category Answer: B Difficulty: Easy Chapter LO: 14-1 Course LO: Describe the marketing research process 5) One type of media-related information about markets is the broadcast coverage area for television, which is called a(n) ________ and is referred to by the name of the largest city in the area.

A) metropolitan statistical area (MSA) B) area of influence (AOI) C) designated marketing area (DMA) D) metropolitan marketing area (MMA) E) designated commerce area (DCA) Answer: C Difficulty: Easy Chapter LO: 14-1 Course LO: Describe the marketing research process 6) A designated marketing area (DMA) assignment is based on ________.

A) the population of the surrounding area B) the number of television stations in the area C) the number of broadcast media outlets available D) how many households have cable or satellite television E) which city provides the majority of the households' TV programming Answer: E Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 7) Rates for ________ advertisements are based on the guaranteed circulation that a publisher promises to provide.

A) radio B) magazine C) television D) outdoor E) online Answer: B Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 2 ..

8) While print media audiences are measured in ________, television audiences are measured in ________.

A) readership; exposure B) readership; circulation C) circulation; exposure D) circulation; coverage E) exposure; coverage Answer: C Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 9) In radio, the percent of homes actually tuned in to a particular station is measured through ________.

A) coverage B) exposures C) gross impressions D) ratings E) share of audience Answer: D Difficulty: Easy Chapter LO: 14-1 Course LO: Describe the marketing research process 10) Which of the following provides estimates of radio audiences?

A) Arbitron Ratings Company B) Simmons-Scarborough Syndicated Research C) Audit Bureau of Circulations D) A.C. Nielsen E) MediaMark Answer: A Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 11) In television, the percent of viewers watching a particular show based on the number of television sets that are on during that particular time slot is measured through ________.

A) coverage B) exposures C) gross impressions D) ratings E) share of audience Answer: E Difficulty: Easy Chapter LO: 14-1 Course LO: Describe the marketing research process 3 ..

12) Which of the following companies uses devices called people meters to gather information about television audiences?

A) Arbitron Ratings Company B) Simmons-Scarborough Syndicated Research C) Audit Bureau of Circulations D) A.C. Nielsen E) MediaMark Answer: D Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Information technology 13) Traditionally, outdoor boards have been purchased and measured in terms of ________, which are estimates of the percentages of the population who had the opportunity to see the sign.

A) coverage B) exposure C) showings D) ratings E) gross impressions Answer: C Difficulty: Easy Chapter LO: 14-1 Course LO: Describe the marketing research process 14) Which of the following is a written document that summarizes the objectives and strategies that guide how media dollars will be spent?

A) corporate plan B) market plan C) advertising plan D) media plan E) message plan Answer: D Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

4 ..

15) Which of the following include exposure to traditional mass media, word-of-mouth, placebased media, in-store brand exposures, and interactive media?

A) contact points B) gross rating points C) aperture points D) impression points E) rating points Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 16) ________ media are chosen based on metrics such as GRPs and CPMs, while new media depend more on factors like brand experience, involvement, and personal impact.

A) Independent B) Social C) Measured D) Analog E) Digital Answer: C Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 17) What is the first of the four basic steps in media planning?

A) developing a media strategy B) establishing metrics C) analyzing metrics D) identifying the target audience E) purchasing media Answer: D Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 18) The zero moment of truth refers to the first time a consumer ________.

A) purchases a brand from an online vendor B) sees a brand on a store shelf C) searches online for information on a brand D) recommends a brand to a friend E) decides to repurchase a brand Answer: C Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 5 ..

19) ________ describe what a company wants to accomplish regarding the delivery of its brand messages and their impact on the target audience.

A) Reach objectives B) Media objectives C) Frequency objectives D) Mission statements E) Vision statements Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 20) Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time?

A) reach B) frequency C) continuity D) impression E) target Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 21) Which of the following is most likely the best place to start when setting objectives for a media plan?

A) frequency B) continuity C) lead time D) distribution E) reach Answer: E Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign

6 ..

22) The ________ of a specific media vehicle is the percentage of that vehicle's audience that matches the brand's target market.

A) frequency distribution B) targeted reach C) effective frequency D) targeted frequency E) reach distribution Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 23) The number of people in the vehicle's audience who are neither customers nor prospects is called ________.

A) reach distribution B) carryover C) wasted reach D) average frequency E) aperture Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 24) Vertical advertising relies mainly on ________ to get its messages to potential customers.

A) brand advocates B) opinion leaders C) television, print, and radio D) social media E) mobile marketing Answer: C Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 25) Which concept refers to the repetition of message exposure?

A) reach B) frequency C) continuity D) impression E) carryover Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 7 ..

26) Which two methods do media planners use to estimate the frequency of a schedule?

A) pulsing and flighting B) weighted frequency and weighted reach C) average frequency and gross frequency D) average frequency and frequency distribution E) gross frequency and frequency distribution Answer: D Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 27) Which of the following statements is FALSE regarding frequency?

A) Average frequency is a more precise metric than frequency distribution.

B) Average frequency can give the planner a distorted idea of the plan's performance.

C) The frequency distribution method is more revealing than the average frequency method of reporting repetition.

D) The frequency distribution shows the percentage of audience reached at each level of repetition.

E) The range of frequency is often large; some in the target audience can see a brand message once while others may see it 10 times within the same given period.

Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 28) What is a general rule of thumb regarding the number of exposures needed for a message to sink in?

A) one to two B) two to three C) three to ten D) six to twelve E) ten to fifteen Answer: C Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign

8 ..

29) Which principle refers to adding frequency to reach until reaching a level where people respond?

A) aperture reach B) carryover C) average frequency D) frequency distribution E) effective frequency Answer: E Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 30) A media strategy that involves high ________ most likely involve creating broad exposure using many media vehicles, while a strategy involving high ________ is most likely narrower in focus with a more limited list of media vehicles.

A) continuity, aperture B) aperture, continuity C) frequency, reach D) reach, frequency E) distribution, reach Answer: D Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 31) Most brands use a variety of targeted media vehicles known as a ________.

A) media mix B) media strategy C) heavy-up schedule D) continuous strategy E) flighting strategy Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 32) What type of schedule is used when proportionately more of the marketing budget is spent in special regions or DMAs? A) continuous schedule B) flighting schedule C) heavy-up schedule D) pulsing schedule E) frequency schedule Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 9 ..

33) Which of the following is an index of the relative consumption rate of a particular product category in a particular market?

A) product development index (PDI) B) category development index (CDI) C) brand development index (BDI) D) buying power index (BPI) E) market share index (MSI) Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 34) Which of the following is an index which estimates the strength of a brand in various geographical areas?

A) product development index (PDI) B) category development index (CDI) C) brand development index (BDI) D) buying power index (BPI) E) brand share index (BSI) Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 35) Prospective customers for a product or service have one or more ideal times and places at which they can be reached with an advertising message. This ideal point is called a(n) ________.

A) aperture B) contact point C) touch point D) impression E) pulse Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

10 ..

36) Which media scheduling decision relates to factors such as seasonality, holidays, and days of the week?

A) duration B) continuity C) timing D) carryover E) reach Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 37) What concept refers to the amount of time allowed before the beginning of the sales period to reach people when they are just beginning to think about seasonal buying?

A) continuity B) lead time C) duration D) flow E) just-in-time Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 38) What concept refers to the production time needed to get the advertisement in to the medium?

A) continuity B) lead time C) duration D) flow E) just-in-time Answer: B Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign

11 ..

39) Using a ________ strategy, a media planner would most likely put more emphasis on consumer publications than professional journals.

A) pulsing B) flighting C) push D) pull E) carryover Answer: D Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 40) Other than timing, what are two important scheduling strategies?

A) duration and continuity B) CPM and CPP C) reach and frequency D) impressions and ratings E) carryover and flighting Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 41) If an advertising period is too long, ads may suffer from ________, which means the audience gets tired of them and stops paying attention.

A) carryover B) pulsing C) weighting D) wearout E) aperture Answer: D Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 42) ________ refers to the way the advertising is spread over the length of a campaign.

A) Continuity B) Lead time C) Duration D) Flow E) Just-in-time Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 12 ..

43) Which schedule spreads the advertising evenly over the campaign?

A) pulsing B) flighting C) continuous D) carryover E) lead-in Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 44) Which type of schedule is designed to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture opens again?

A) pulsing B) flighting C) continuous D) carryover E) lead-in Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 45) Which of the following is characterized by alternating periods of intense advertising activity and periods of no advertising?

A) pulsing B) flighting C) continuous scheduling D) flow scheduling E) lead-in Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 46) The period of time during which there is no advertising during a flighting schedule is called a ________.

A) flight B) pulse C) down time D) carryover E) hiatus Answer: E Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 13 ..

47) If a flighting strategy works, there will be a ________, which means that consumers will remember the product across the gap until the next advertising period begins.

A) carryover effect B) hiatus C) lead time effect D) push E) pull Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 48) What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

A) image transfer B) average frequency C) effective frequency D) weighting E) optimum frequency Answer: D Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 49) In the case of designated marketing areas (DMAs), weak markets may be given more than their share of media weight in the hopes of strengthening the brands in these markets, a practice known as ________.

A) investment spending B) pull spending C) push spending D) flighting E) gross rating Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign

14 ..

50) ________ indicate the weight, or efficiency, of a media plan by estimating the reach and frequency.

A) Targeted costs per thousand (TCPMs) B) Costs per point (CPPs) C) Targeted rating points (TRPs) D) Gross rating points (GRPs) E) Designated marketing areas (DMAs) Answer: D Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 51) The estimate of ________ adjusts the calculation of an audience to exclude waste coverage so it more accurately reflects the percentage of the target audience watching a program.

A) frequency distribution B) gross rating points (GRPs) C) targeted rating points (TRPs) D) share of voice E) total audience impressions Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 52) Which of the following metrics is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

A) frequency distribution B) gross rating points (GRPs) C) targeted rating points (TRPs) D) share of voice E) total audience impressions Answer: E Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 53) Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions?

A) cost per point B) cost per thousand C) cost per impression D) brand development index E) category development index Answer: B Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 15 ..

54) What does CPM stand for?

A) cost per million B) cost per impression C) cost per thousand D) cost per point E) cost per medium Answer: C Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 55) To be more precise in determining the efficiency of a potential media buy, planners often look at the ________.

A) targeted cost per thousand (TCPM) B) gross ratings points (GRP) C) cost per impression (CPI) D) category development index (CDI) E) brand development index (BDI) Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 56) What two figures are needed to calculate CPM? A) cost of an ad and program or issue rating B) cost of an ad and frequency of exposure C) average frequency and estimated target audience reached by media vehicle D) cost of an ad and estimated audience reached by media vehicle E) gross rating points and reach Answer: D Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 57) Which is a method of comparing media vehicles by estimating the cost of reaching 1 million households based on a program's rating points?

A) cost per point (CPP) B) cost per thousand (CPM) C) cost per prospect (CPP) D) brand development index (BDI) E) category development index (CDI) Answer: A Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 16 ..

58) ________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and optimize the schedule for the greatest impact.

A) Aperture B) Frequency C) Weighting D) Reach E) Optimization Answer: E Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology 59) Which of the following is the most important function of media buying?

A) providing information to media planners B) matching the media vehicle to the strategic needs of the message C) negotiating cost and making the media buy D) handling all billing and payment for media buys E) monitoring the media plan performance Answer: B Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 60) Online media vehicles now offer media buyers ________ buying that relies upon algorithms to target individual viewers based on their digital tracking data.

A) scatter market B) up-front market C) programmatic D) frequency distribution E) horizontal Answer: C Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Information technology

17 ..

61) The majority of network television advertising inventory is sold in the ________ market.

A) scatter B) up-front C) programmatic D) sweeps E) horizontal Answer: B Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 62) Which of the following is a function of a media buyer?

A) design and create ads B) personally create in-depth market research C) find and connect agencies to handle billing and payment D) promote certain types of media E) negotiate cost and purchase media Answer: E Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 63) Which of the following is NOT a function of a media buyer?

A) provide information to media planners B) evaluate media choice after campaign C) negotiate cost and make the media buy D) handle all billing and payment E) design and promote advertising campaigns Answer: E Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 64) With the current trend toward using other forms of marketing communication in addition to advertising, buyers often demand additional promotional support; these activities are sometimes called ________.

A) add-ons B) make-goods C) value-added media services D) preferred placements E) incentives Answer: C Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign

18 ..

65) Media buyers must bargain for ________, the locations in magazines and other print media that offer readership advantage.

A) consolidated services B) bleed-throughs C) program preemptions D) closings E) preferred positions Answer: E Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 66) Policies of compensating advertisers for errors, such as missed positions or errors in handling the message presentation, are known as ________.

A) preemptions B) make goods C) up-fronts D) preferred positions E) remuneration Answer: B Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 67) Magazines and newspapers have clearly set production deadlines called ________.

A) closings B) make goods C) lead times D) preemptions E) drop-deads Answer: A Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 68) A bleed-through is a technical problem most likely to occur in which of the following media?

A) radio B) television C) online D) print E) outdoor Answer: D Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign

19 ..

69) The growth of media buying services as separate companies that specialize in media buying has shifted the way the media industry is organized. This is referred to as ________ media services.

A) consolidating B) acquiring C) spinning D) unbundling E) detaching Answer: D Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 70) Media companies that have brought the planning and buying functions back together offer ________ services rather than unbundled media services.

A) value-added B) consolidated C) make-good D) measured media E) lead-in Answer: B Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 71) Media planners examine client information, market research, competitive advertising expenditures, media kits, media coverage area, and consumer behavior reports before media decision making begins.

Answer: TRUE Difficulty: Easy Chapter LO: 14-1 Course LO: Describe the marketing research process 72) A media kit provides information about the size and makeup of a media vehicle's audience.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process 73) The households using television (HUT) metric provides data on how many people are watching a specific program at a given time.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process

20 ..

74) During television sweeps, A.C. Nielsen collects extensive audience data from people meters and viewer diaries.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Information technology 75) The four basic steps in media planning are targeting, setting media objectives, developing media strategies, and analyzing the metrics of a media plan.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 76) The tighter the focus on a target market, the harder it is to find appropriate media to deliver a relevant message.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 77) Online media is now more popular than traditional media as the first spot in the consumer search process.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 78) The two basic media objectives are reach and frequency.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 79) The number of people in the vehicle's audience who are neither customers nor prospects is called wasted reach.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign

21 ..

80) Vertical advertising relies heavily on end users passing information along as part of the communication plan.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 81) The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 82) Developing a media strategy is the fourth and final step in developing a media plan.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 83) The term SoLoMo refers to the convergence of social, local, and mobile marketing.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 84) In most cases, the media plan will identify special regions or cities to be emphasized with a heavy-up schedule, which means proportionately more of the budget is spent in those areas.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 85) National television is an effective advertising outlet to reach a wide, mass audience.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication

22 ..

86) Aperture is the point where a consumer has an opportunity to connect with a brand and respond in some way to a brand message.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 87) A pulsing strategy is the most severe type of continuity adjustment and is characterized by alternating periods of intense advertising activity and periods of no advertising.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 88) Media flow charts are used to plot out what media will run when and for how long.

Answer: TRUE Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 89) Gross rating points (GRPs) indicate an approximate measure of the reach and frequency of a media plan, as well as the plan's efficiency.

Answer: TRUE Difficulty: Easy Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 90) The measure of gross rating points (GRPs) excludes any waste coverage or audience members outside the target audience.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 91) Insertions are the number of ads placed in each media vehicle or program within a given period of time.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 92) The cost per point (CPP) is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 23 ..

93) Due to pass-along readership, circulation and readership are different numbers.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 94) A true global medium does not currently exist.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 95) Media buyers should be consulted early in planning, as they are a good source of information on changes in media.

Answer: TRUE Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 96) Media buyers negotiate rates, preferred positions, and extra support offers on behalf of their clients.

Answer: TRUE Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 97) Once the media purchases have been made, the media buyer is no longer involved with the advertising campaign.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 98) Program preemptions, missed closings, and/or technical problems caused by the media often lead to the offer of make-goods to the advertiser.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 99) Multichannel deals are a result of media convergence and allow advertisers to purchase media across all platforms with a single deal.

Answer: TRUE Difficulty: Easy Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 24 ..

100) Unbundling media services has allowed media groups to work for clients who may be competitors of those handled by the agency.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign 101) For media planners, information provided by various media is more useful than independently gathered research because it better reflects the true value of the medium to advertisers.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 102) Average frequency gives the planner the best picture of a media plan's performance.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 103) The frequency distribution method is more revealing, and thus more valuable, than the average frequency method.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 104) Planners typically make heavier advertising allocations in weak sales areas because these are the areas that promise the greatest growth.

Answer: FALSE Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign 105) The media buyer for a presidential campaign did not have enough campaign funds to purchase television advertisements positions before the fall television season began. To buy television advertisement time, she will have to make purchases in the scatter market.

Answer: TRUE Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

25 ..

106) Name and describe the information sources media planners use in developing a media plan.

Answer: The major sources of information media planners use include: (1) Client information: The client is a good source for various types of information, such as targeted markets, previous promotions and their performance, product sales and distribution patterns, brand plans, and, most importantly, the budget.

(2) Market research: Independently gathered information about markets and product categories, such as that provided by MRI, Scarborough, and Mendelsohn. This information is usually organized by product category and cross-tabulated by audience groups and their consumption patterns.

(3) Competitive advertising expenditures: Few advertisers ignore competitors' advertising activity. Media planners make scheduling decisions based on the amount of competitive traffic, and the objective is to find media where the advertiser's voice is not drowned out by competitors' voices. This concept is called share of voice, which measures the percentage of total advertising spending by one brand in a product category relative to the competition, giving media planners an idea of how much their advertising will stand out.

(4) Media kits: The various media and their respective media vehicles provide media kits, which contain information about the size and makeup of their audiences. Although media-supplied information is useful, the information is assembled to make the best possible case for advertising in that particular medium. For that reason, outside research sources are also used.

(5) Media coverage area: One type of media-related information about markets is the broadcast coverage area. Called a designated marketing area, the coverage area is referred to by the name of the largest city in the area.

(6) Consumer behavior reports: The consumer research sources that are used in developing segmentation and targeting strategies are also useful in planning media strategies, and media planners use services such as Claritas PRIZM system, Nielsen's ClusterPlus system, and supermarket scanner data to locate the target audience within media markets.

Difficulty: Difficult Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 107) Describe the reach objective. Include an explanation of targeted reach and wasted reach.

Answer: The reach objective refers to the number of different members of the target audience that can be exposed to the message in a particular time frame. A campaign's success is due to its ability to reach as many of the targeted audience as possible within a stated budget and time period. Many planners feel that reach is the most important objective and that is where to start figuring out a media plan.

Most marketers are interested in targeted reach, the percentage of a vehicle's audience that matches the brand's target market, while minimizing wasted reach, which is the number of people in the vehicle's audience who are neither customers nor prospects.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

26 ..

108) Compare and contrast continuous, pulsing, and flighting strategies.

Answer: All three of these are continuity strategies, which refers to the way the advertising is spread over the length of a campaign. More specifically: (1) Continuous strategy: Spreads the advertising evenly over the campaign.

(2) Pulsing strategy: Designed to intensify advertising before an open aperture and then to reduce advertising to much lower levels until the aperture opens again. Unlike the continuous strategy, the pulse pattern has peaks and valleys, also called bursts. Pulsed schedules cover most of the year, but still provide periodic intensity.

(3) Flighting strategy: The most severe type of continuity adjustment, flighting is characterized by alternating periods of intense advertising activity and periods of no advertising (hiatus). This on-and-off schedule allows for a longer campaign without making the advertising schedule too light. The hope in using nonadvertising periods is that consumers will remember the brand and its advertising for some time after the ads have stopped. If the flight strategy works, there will be a carryover effect of past advertising that means consumers will remember the product across the gap until the next advertising period begins. The critical decision involves analyzing the decay level, the rate at which memory of the advertising is forgotten.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 109) Compare and contrast cost per thousand (CPM) and cost per point (CPP).

Answer: The process of measuring the target audience size against the cost of that audience is based on calculations of efficiency—commonly referred to as cost per thousand (CPM), which is an estimate of the cost to expose 1,000 audience members, and cost per point (CPP), which is a method of comparing media vehicles by relating the cost of the message to the audience rating.

It is best to use CPM analysis to compare vehicles within one medium. It is also important to base it only on the portion of the audience that has the target characteristics, called targeted cost per thousand. To calculate the CPM you need only two figures: the costs of the unit (i.e., time on TV or space in a magazine) and the estimated target audience reached by the program. CPM = (cost of message unit/gross impressions) × 1,000.

Some planners prefer to compare media on the basis of rating points. Planners favor CPP because of its simplicity. The calculation is parallel to CPM with one exception: the denominator is the rating percentage (note: because CPP is not calculated on a per-thousand basis, we do not multiply by 1,000).

Both the CPM and CPP are relative values, so planners do not know whether a value is good or bad unless they have comparable figures for comparable vehicles. Although these efficiency analyses can be conducted across media, planners make such comparisons carefully because each medium has unique strengths.

Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 27 ..

110) List the six functions of a media buyer.

Answer: The functions of the media buyer are: (1) Provide information to media planners.

(2) Select media vehicles.

(3) Negotiate cost/make media buy.

(4) Monitor the media plan performance.

(5) Evaluate the media choices after the campaign.

(6) Handle all billing and payment.

Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 111) Christie was gathering the information needed for the media plan for a client. Which of the following most likely provided Christie with demographic profiles of current customers, previous promotions, and the budget.

A) client information B) market research C) competitive advertising D) media usage profiles E) media coverage area Answer: A Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 112) One study assessed consumers' regard for specific brands and related that score to the brand's advertising expenditures relative to competitors' expenditures. The study found that all of the top brands in a given product category also represented the largest percentage of total advertising spending in a product category relative to competitors. What was measured in this study?

A) targeted reach B) aperture C) share of voice D) share of market E) wasted reach Answer: C Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking

28 ..

113) As Janice developed a media plan for a client, she gathered ________ from Claritas PRIZM system as part of her research.

A) media usage profiles B) client information C) competitive advertising expenditures D) media coverage reports E) consumer behavior reports Answer: E Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 114) Sam is developing a media plan for a shoe company that just went national. What is his first step in developing the media plan?

A) identifying the target audience B) creating a media strategy C) determining the reach and frequency of the plan D) creating media objectives E) determining what media to use Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 115) If a company wants to increase the percent of people exposed to its message during its media campaign, then the company is most likely trying to increase its ________.

A) frequency B) target C) reach D) objectives E) aperture Answer: C Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

29 ..

116) Henry is employed at an advertising agency and was approached by a company that recently became national. The company wanted to advertise exclusively on television. Henry suggested that the company's media plan instead use several media vehicles, known as ________.

A) measured media B) earned media C) a media mix D) share of voice E) unbundled media Answer: C Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 117) Jamie is a media planner for an advertising agency. The guiding principle he uses to determine a client's media plan is that advertising is most effective when it reaches the right people at the right time with the right message. What concept is this principle based on?

A) marketing concept B) maximization concept C) touch point concept D) aperture concept E) contact point concept Answer: D Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 118) The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Calculate the approximate CPM for one column inch.

A) $0.64 B) $1.12 C) $6.40 D) $11.30 E) $18.00 Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

30 ..

119) The newspaper in Panama City, Florida, The News Herald, charges national advertisers $45.00 per column inch. On Sunday, which is the day most national advertisers would want to advertise, this newspaper has a circulation of 70,000 households. Of these households, 40,000 are in one advertiser's target audience. Calculate the TCPM for one column inch for this advertiser.

A) $0.64 B) $1.12 C) $6.40 D) $11.30 E) $18.00 Answer: A Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 120) On Wednesday nights, one TV hit commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. During one Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for this Wednesday in April.

A) $0.04 B) $2.63 C) $26.33 D) $37.97 E) $263.30 Answer: C Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 121) On Wednesday nights, a hit TV show commanded the highest advertising rates for the network TV season, charging advertisers $658,333 per 30 seconds. This ad cost was based on an average rating of 16.3 for this program during the previous TV season. The hit show reached an audience of almost 25 million viewers during one week in April. Calculate the CPP. A) $26.33 B) $40.39 C) $26,330 D) $40,388 E) not enough information to determine Answer: D Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

31 ..

122) Rachel is creating an international media plan for her client. Which of the following is NOT true concerning global media planning?

A) Global media plans have to piece together worldwide coverage with a variety of tools.

B) The Internet is the only true global medium.

C) Cable TV companies are offering an increasing number of international networks.

D) Satellites are regional, not global, in coverage.

E) Technical limitations, coverage areas, and government regulations prevent satellite transmission from becoming universal.

Answer: B Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 123) Recently a local breaking-news story ran on a television channel instead of a scheduled advertisement. The media buyer compensated by promising the client an equally valuable spot to replace it or reimbursement. What is this policy known as?

A) make goods B) bleed-throughs C) earned media D) lead time E) value-added media service Answer: A Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 124) If a local business wants to advertise extensively in a local market, wants to reach an upscale and well-educated audience, needs room for explanation, and is unconcerned with the quality of the image, what medium would best suit its advertising needs?

A) out-of-home media B) radio C) magazines D) local or spot television E) newspapers Answer: E Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

32 ..

125) 28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company's sales are seasonal, with the highest sales occurring between Thanksgiving and New Year's. If 28th Avenue Wine & Spirits would like to have a media presence all year round, which continuity schedule would most likely make the most of the budget?

A) continuous strategy B) pulsing strategy C) flighting strategy D) heavy-up strategy E) burst strategy Answer: B Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge Consider the following magazine media schedule as you answer the questions below.

Magazine Readers/Issue Rating* Unduplicated** A 50,000 5 35,000 B 40,000 4 20,000 C 20,000 2 11,000 * Target population: 100,000 ** those who did not read either of the other two magazines 126) If there were one weekly insertion in all the magazines for a four week period, what would the total insertions be for the plan?

A) 30 B) 24 C) 9 D) 12 E) 36 Answer: D Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

33 ..

127) 70% of Magazine A's readers are part of the target market for a certain advertiser. This percentage represents Magazine A's ________ for this advertiser.

A) gross ratings points B) targeted reach C) average frequency D) effective frequency E) average reach Answer: B Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 128) Some members of a certain advertiser's target market subscribe to all three magazines, so they would likely see each ad placed in each magazine. Other members of the audience, however, may not see the ads at all. The media planner for this advertiser has divided the total target audience into five sections and estimated how often members of each section will be exposed to the ad. This is called ________ analysis.

A) frequency quintile distribution B) targeted cost per thousand C) reach plus frequency D) average frequency E) effective reach Answer: A Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 129) What are the total gross rating points (GRPs) for this media plan, assuming that each magazine carries a weekly ad insertion for a total of four weeks?

A) 11 B) 22 C) 26.4 D) 44 E) 52.8 Answer: D Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

34 ..

130) How many unduplicated readers are there for the three magazines?

A) 22,000 B) 66,000 C) 110,000 D) 150,000 E) 176,000 Answer: B Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 131) Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency. What critical client information will Kyle find useful in developing the media plan?

Answer: The client is a good source for various types of information media planners use in their work, such as targeted markets, previous promotions and their performance, product sales and distribution patterns, brand plans, and, most importantly, the budget. Sales geography is a critical set of information, because even though companies may distribute goods and services in many cities and states, sales are seldom consistent across all areas. Sales differences affect the decision about which markets the advertiser should reach for the campaign and how many dollars are allocated to each geographic region.

Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 132) Briefly describe why the MRI CrossTab format is useful and what an index of 199 means for the 18 to 34 demographic that drinks Red Bull soft drinks.

Answer: The CrossTab format is a standard research display format that allows multiple variables of related data to be grouped together. An index of 199 means that people who are 18 to 34 are 99 percent more likely to drink Red Bull in the time period studied than the base population studied.

Difficulty: Difficult Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Application of knowledge

35 ..

133) You've heard someone mention the "St. Louis Designated Marketing Area (DMA)."

Explain what this means and why it is useful to media planners.

Answer: One type of media-related information about markets is the broadcast coverage area for television, which is called a designated marketing area (DMA); it is referred to by the name of the largest city in the area. This is a national market analysis system, and every county in the United States has been assigned to a DMA. The assignment is based on where most of the residents receive their television signals, which generally reach a 50- to 60-mile radius. Even though this system is based on TV broadcast signals, it is universally used in local market planning.

Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Application of knowledge 134) Explain the difference between circulation and readership. Why are they different?

Answer: Circulation refers to the number of newspapers or magazines that are sold. Readership refers to the number of readers of a specific newspaper or magazine. Readership is a larger number than circulation because one copy of a newspaper or magazine is often read by more than one person.

Difficulty: Moderate Chapter LO: 14-1 Course LO: Describe the marketing research process AACSB: Analytical thinking 135) What is the goal of a media plan?

Answer: The goal of a media plan is to find the most effective and efficient ways to deliver messages to a targeted audience.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 136) A client at an advertising agency wants to know what reach means. Explain the concept.

Answer: An important aspect of an advertising campaign is how many different members of the target audience can be exposed to the message in a particular time frame, which is a measure of the campaign's reach. Different or unduplicated audiences are those that have at least one chance of being exposed to a message.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking

36 ..

137) Explain what is meant by the term effective frequency.

Answer: The idea behind effective frequency is to add frequency to reach until you get to the level where people respond.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 138) A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary. What should the agency tell the client?

Answer: In terms of frequency, a general rule of thumb is that it takes three to ten exposures for a message to sink in. However, that varies with the type of product and marketing situation.

Low-frequency strategies are used with well-known brands and simple messages. Highfrequency strategies might be used to build excitement about a new product or an upcoming event. More complex messages also may need more repetition.

Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 139) One advertising agency's client wanted to use only television commercials, primarily because the client thought it would impress its customers and business colleagues. The advertiser's agency is having a difficult time convincing the client to use a media mix, not just television. Explain why it's better to use a media mix than to rely on just one medium.

Answer: Using a number of media offers several advantages. A media mix distributes the message more widely because different media tend to have different audiences. Some people even reject certain media, and others are more believable to some consumers. Different media also have different strengths in terms of reach and frequency. Finally, a synergistic effect can be achieved between the messages delivered in different media.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

37 ..

140) Jon is a media planner for an advertising agency, and he is considering consumption patterns for his client's product and brand. Name and describe two indices Jon will find useful when analyzing consumption patterns for products and brands and explain how they help planners.

Answer: A category development index (CDI) is calculated for various categories, which is an index of the relative consumption rate of a product in a particular market. Similarly, a brand development index (BDI) is an index of the consumption rate of a brand in a particular market.

The CDI tells you where the product category is strong and weak, and the BDI tells you where a particular brand is strong and weak. Planners typically don't make heavy allocations in weak sales areas unless strong marketing signals indicate significant growth potential. Conversely, strong sales markets may not receive proportional increases in advertising unless evidence suggests that company sales can go much higher with greater investment.

Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 141) Anthony is in the planning stages for his media campaign. He is considering how he should spread out the advertising over the length of the campaign. What is an advantage of using a pulsing strategy?

Answer: A pulsing strategy is used to intensify advertising before a buying aperture and then to reduce advertising to lower levels until the aperture reopens. A pulsing strategy can be less expensive than a continuous strategy and decrease the likelihood of wearout.

Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 142) Barbara is a media buyer for an advertising agency, and one of her responsibilities is to monitor her media buys on behalf of clients. She has to be alert for missed positions or errors in handling her client's message presentation and ensure that her client is compensated appropriately when errors occur. How would Barbara likely ask that her client be compensated?

Answer: A policy of compensating for errors is called "making good on the contract," known as make-goods.

Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

38 ..

143) Several full-service advertising agencies have made their media buying functions available to advertisers who want one agency to purchase their media. What is this called and why is it becoming more common?

Answer: This shift in the way the media industry is organized is referred to as unbundling media services. Being able to aggregate the buying function across many different clients enables media companies to negotiate better rates for their clients. Because these companies control the money, they have become a powerful force in the advertising industry.

Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 144) What options does a media buyer have for global media buying?

Answer: As of now, no true global medium currently exists, so a media buyer would need to piece together worldwide coverage using a variety of media tools. Though there is no global television network, many international networks such as Star TV, CNN, ESPN, and Univision have large regional audiences spanning several nations. A buyer could also use buying centrals to reach several European countries in one media buy.

Difficulty: Moderate Chapter LO: 14-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Analytical thinking 145) How can a media buyer evaluate the effectiveness of online advertising?

Answer: The effectiveness of online advertising can be monitored regularly through evaluation of hits and clicks. A media buyer can use this information to determine which ads placed on which sites are most effective at directing traffic to the brand's own website. From this data, return on investment can be easily calculated.

Difficulty: Moderate Chapter LO: 14-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

39 ..

Refer to the passage and chart below to answer the questions that follow.

The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Below is one portion of their media plan.

Media Vehicle

Audience Size

TV: CSI 3,000,000 Newspaper: Detroit News 630,000 Radio: WJBR 200,000

Number of messages 5 5 25

Cost Rating $90,000/30sec 17 $42,000/page 25 $100/30-sec 10

146) If the data given is for one week, what would the total insertions be for the plan for a four week period?

Answer: Insertions = CSI 5 × 4 = 20; Detroit News 5 × 4 = 20; WJBR 25 × 4 = 100 20 + 20 + 100 = 140 Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 147) Calculate the total gross rating points (Total GRPs).

Answer: Total GRPs = (17 × 5) + (25 × 5) + (10 × 25) = 460 Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 148) Calculate the cost per thousand (CPM) for CSI, the Detroit News, and WJBR, respectively.

Answer: CSI CPM = $90,000 × 1,000/3,000,000 = $30.00 Detroit News CPM = ($42,000 × 1,000/630,000) = $66.67 WJBR CPM = ($100 × 1,000/200,000) = $0.50 Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

40 ..

149) Calculate the cost per point (CPP) for CSI, the Detroit News, and WJBR, respectively.

Answer: CSI CPP = ($90,000/17) = $5,294.11 Detroit News CPP = ($42,000/25) = $1,680 WJBR CPP = ($100/10) = $10.00 Difficulty: Difficult Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 150) Explain the concept of the media mix and identify the Tigers' media mix in this case.

Answer: Rarely can a marketer reach the total target audience with just one medium. Most brands use a variety of targeted media vehicles, called a media mix, to reach current and potential customers. The Detroit Tigers used television, newspaper, and radio as the media mix.

The media mix includes the vehicles of CSI, Detroit News, and WJBR. Difficulty: Moderate Chapter LO: 14-2 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 15 Public Relations 1) Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

A) advertising B) personal selling C) publicity D) sales promotion E) public relations Answer: E Difficulty: Easy Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 2) All the groups of people with which a company or organization interacts—such as employees, media, community groups, stockholders, and so forth—are known as ________.

A) targets B) publics C) audiences D) shareholders E) contact points Answer: B Difficulty: Easy Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 3) Another term for publics is ________, which refers more specifically to people who have a stake, financial or not, in a company or organization.

A) targets B) stakeholders C) audience D) shareholders E) contact points Answer: B Difficulty: Easy Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools

1 ..

4) Which of the following is NOT a media gatekeeper?

A) newscaster B) newspaper editor C) newspaper writer D) talk-show coordinator E) public relations writer Answer: E Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 5) Which of the following is the term that describes what a group of people thinks?

A) public opinion B) public relations C) publicity D) brainstorm E) reputation Answer: A Difficulty: Easy Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 6) Important people who influence the opinions of others are known as ________.

A) gatekeepers B) trend spotters C) opinion leaders D) third-party endorsers E) benchmarks Answer: C Difficulty: Easy Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 7) According to the text, what is the greatest asset an organization can have?

A) capital B) public goodwill C) corporate history D) technology E) equity Answer: B Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools

2 ..

8) The trust on which goodwill is based comes from ________.

A) popular products B) offering many products C) what a company says about what it does D) corporate integrity E) what the government says about what a company does Answer: D Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 9) Which of the following is NOT a core value spelled out in the Public Relations Society of America's Code of Professional Ethics?

A) truth B) fairness C) competition D) accuracy E) responsibility to the public Answer: C Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Ethical understanding and reasoning 10) ________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization's actual behavior.

A) Goodwill; integrity B) Integrity; image C) Image; reputation D) Reputation; image E) Equity; reputation Answer: C Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Ethical understanding and reasoning 11) Which of the following is an area in which public relations and advertising differ?

A) Advertising contributes significantly to brand perceptions.

B) Only advertising aims at selected targets.

C) Advertising has greater perceived credibility.

D) Public relations has greater perceived credibility.

E) Only public relations aims at selected targets.

Answer: D Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 3 ..

12) Which of the following statements about public relations is FALSE? A) Public relations is used to generate goodwill for an organization.

B) Public relations is practiced by a wide range of organizations.

C) On one level, public relations is a tactical function.

D) Publicity and public relations are synonymous terms.

E) A corporation's publics may be external and internal.

Answer: D Difficulty: Difficult Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 13) Which of the following statements regarding advertising and public relations is true?

A) Public relations and advertising differ in how they use the media.

B) The public tends to trust advertising more than public relations.

C) Public relations strategists have little trouble getting exposure through media.

D) Consumers do not perceive public relations information and advertising information as the same.

E) The main goal of public relations is sales.

Answer: A Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 14) Which aspect of public relations most likely carries no direct media costs?

A) corporate advertising B) crisis management C) publicity D) cause marketing E) marketing public relations Answer: C Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 15) The tendency of consumers to trust the media more than they do advertisers is called the ________.

A) implied third-party endorsement factor B) halo effect C) gatekeeping effect D) indirect endorsement effect E) carryover effect Answer: A Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 4 ..

16) The rising popularity of blogging has paved the way for new careers that combine ________.

A) public relations and advertising B) direct marketing and public relations C) public relations and journalism D) direct marketing and advertising E) direct marketing and journalism Answer: C Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 17) The area of public relations that focuses on developing media contacts is called ________.

A) internal marketing B) media relations C) public affairs D) cause marketing E) lobbying Answer: B Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 18) Programs that communicate information to employees are called ________.

A) media relations B) public affairs C) cause marketing D) employee marketing E) employee relations Answer: E Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 19) Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

A) media relations B) public affairs C) cause marketing D) employee marketing E) internal marketing Answer: E Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 5 ..

20) All the communication efforts aimed at the financial community are referred to as ________.

A) financial relations B) media relations C) external relations D) financial marketing E) finance public relations Answer: A Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 21) Corporate communication programs targeted to the government and the public on issues related to government and regulation are called ________.

A) media relations B) external public relations C) cause marketing D) public affairs E) corporate relations Answer: D Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 22) Companies that provide information to legislators in order to get their support and vote on a particular bill are most likely using ________.

A) bribery B) lobbying C) corporate relations D) gatekeeping E) cause marketing Answer: B Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools

6 ..

23) Which of the following is a way that a company can demonstrate its social responsibility by providing financial support to a good cause?

A) recruitment B) lobbying C) cause marketing D) marketing public relations E) issue management Answer: C Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Ethical understanding and reasoning 24) Communication efforts with consumer or activist groups that seek to influence government policies are known as ________.

A) media relations B) corporate relations C) issue management D) cause marketing E) issue marketing Answer: C Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 25) Which of the following is another term for fund-raising?

A) cause marketing B) public service marketing C) strategic philanthropy D) issue management E) social responsibility Answer: C Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools

7 ..

26) Which public relations function focuses on an organization's image and reputation?

A) corporate relations B) employee relations C) public affairs D) crisis management E) media relations Answer: A Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 27) Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

A) image management B) crisis management C) media relations D) reputation management E) public affairs Answer: D Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 28) Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?

A) corporate reputation management B) crisis management C) public affairs D) cause marketing E) issue management Answer: B Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

8 ..

29) Which of the following is NOT part of a crisis management plan?

A) deciding who contacts the various stakeholders who might be affected B) deciding who speaks to the news media C) deciding who sets up an onsite disaster management center D) deciding who covers up events leading to the crisis E) analyzing the potential for an emerging crisis Answer: D Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 30) The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.

A) marketing public relations B) consumer public relations C) recruitment D) public affairs E) issue management Answer: A Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 31) Which of the following types of programs is used to discourage socially harmful behaviors?

A) marketing public relations B) crisis management C) public communication campaigns D) public affairs E) issue management Answer: C Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Ethical understanding and reasoning

9 ..

32) Which type of public relations is most directly focused on sales?

A) media relations B) fund-raising C) marketing public relations D) corporate social responsibility E) issue management Answer: C Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 33) Which of the following is used to assess the internal and external public relations environment that affects the organization's audiences, objectives, competitors, and past results?

A) marketing audit B) SWOT analysis C) communication audit D) PR audit E) benchmarking Answer: C Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 34) In an audit, ________ is used to identify baselines from previous audits or audits of other related companies and industries to establish a point of comparison.

A) baselining B) benchmarking C) a gap analysis D) an internal assessment E) base-pointing Answer: B Difficulty: Easy Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 35) A ________ measures the differences in perceptions and attitudes between groups or between the organization and its publics.

A) benchmark B) base point C) gap analysis D) situation analysis E) communication audit Answer: C Difficulty: Easy Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 10 ..

36) Which of the following groups is made up of those who are unaware of their connection to an organization regarding some particular problem?

A) active public B) inactive public C) latent public D) aware public E) strategic public Answer: C Difficulty: Easy Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 37) Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it?

A) active public B) inactive public C) latent public D) aware public E) strategic public Answer: D Difficulty: Easy Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 38) As in marketing or advertising planning, a public relations plan begins with background research leading to a(n) ________.

A) situation analysis B) objective statement C) strategy D) tactic E) mission statement Answer: A Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 39) Which of the following is another name for a situation analysis?

A) benchmarking B) audit C) targeting D) SWOT analysis E) gap analysis Answer: D Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 11 ..

40) Of the following, which communication effect is MOST difficult to accomplish?

A) creating excitement B) creating customer satisfaction C) changing people's feelings D) changing people's behaviors E) changing people's knowledge Answer: D Difficulty: Difficult Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 41) The objective of a change-agent program is to ________.

A) create excitement in the workplace B) provide product information C) increase personal affiliation with a brand D) change attitudes that drive behavior E) change harmful behaviors Answer: D Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 42) Which of the following is NOT a marketing communication tool used in public relations?

A) sales promotion B) advertising C) Internet D) direct marketing E) personal sales Answer: E Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 43) Public relations tools are divided into which two categories?

A) internal and external B) marketing and corporate C) controlled media and uncontrolled media D) controlled message and uncontrolled message E) controlled contact and uncontrolled contact Answer: C Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools 12 ..

44) ________ includes house ads, public service announcements, corporate advertising, in-house publications, and visual presentations.

A) Internal media B) External media C) Controlled media D) Uncontrolled media E) Semi-controlled media Answer: C Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 45) ________ includes press releases, press conferences, and media tours.

A) Internal media B) External media C) Controlled media D) Uncontrolled media E) Semi-controlled media Answer: D Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 46) New electronic media are categorized as ________ media.

A) controlled B) uncontrolled C) semi-controlled D) regulated E) unregulated Answer: C Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Information technology

13 ..

47) Booth exhibits are particularly important at ________.

A) press conferences B) trade shows C) guerilla marketing events D) staged events E) town hall forums Answer: B Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools 48) An ad prepared for use in a company's own publication or programming is known as a(n) ________ ad.

A) house B) corporate C) service D) company E) advocacy Answer: A Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 49) Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.

A) house ads B) public service announcements C) cause marketing D) advocacy ads E) feature ads Answer: B Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

14 ..

50) In which type of advertising does a company focus on its organizational image or viewpoint rather than on selling a particular product?

A) house ads B) public service announcements C) cause marketing D) nonprofit advertising E) corporate advertising Answer: E Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 51) A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business is called ________.

A) corporate identity advertising B) advocacy advertising C) cause marketing D) house advertising E) controlled advertising Answer: A Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 52) Point-of-view messages are called ________.

A) corporate identity advertising B) advocacy advertising C) image advertising D) house advertising E) cause marketing Answer: B Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools

15 ..

53) Which of the following is the LEAST likely way to generate publicity?

A) news releases B) press conferences C) media tours D) personal contact with members of the media E) internal marketing Answer: E Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 54) What is the primary medium used to deliver public relations messages to the various external media?

A) house ads B) advocacy ads C) corporate identity ads D) news releases E) public service announcements Answer: D Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 55) Which category of public relations tools includes news releases?

A) controlled B) uncontrolled C) semicontrolled D) advocacy E) image Answer: B Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools

16 ..

56) The decision to use any part of a news release at all is based on an editor's judgment of its news value, and this is based on the information's ________.

A) timeliness B) proximity C) impact D) human interest E) all of the above Answer: E Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 57) ________ contain video footage for a television newscast.

A) Video news releases B) Video public relations C) Live news releases D) Public service announcements E) Documercials Answer: A Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools 58) What is used to sell editors on ideas for feature stories, which are human-interest stories rather than hard news?

A) personal selling B) release statement C) pitch letter D) feature summary E) media kit Answer: C Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

17 ..

59) A ________ is a single event at which a company spokesperson makes a statement to media representatives.

A) media tour B) press conference C) sponsored event D) speakers' forum E) town hall forum Answer: B Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 60) What do companies provide to the media that contains all the important background information, either before members of the press arrive or when they arrive at a press conference?

A) media kit B) collateral material C) video news release D) pitch letter E) feature story Answer: A Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 61) Using which type of publicity does a traveling spokesperson make announcements and speeches, hold press conferences to explain a promotional effort, and offer interviews?

A) town hall forum B) speakers' bureau C) displays and exhibits D) controlled media event E) media tour Answer: E Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

18 ..

62) What type of publication is required by the Securities and Exchange Commission (SEC) from each publicly held company?

A) collateral material B) annual report C) media kit D) pitch letter E) controlled message Answer: B Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools 63) How are most press releases distributed?

A) online B) by fax C) through the mail D) through social networks E) in person Answer: A Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Information technology 64) Material that is published to support a company's marketing public relations efforts is known as ________.

A) a feature story B) a media kit C) collateral material D) supplemental material E) an annual report Answer: C Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools

19 ..

65) A group of informed, well-spoken people in a company who will talk about topics at the public's request is known as a ________.

A) town hall forum B) public service group C) pitch group D) speakers' bureau E) collateral group Answer: D Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 66) Which of the following is used to facilitate internal marketing and provide an opportunity for management to make a presentation on some major project, initiative, or issue and invite employees to discuss it?

A) town hall forum B) press conference C) trade show D) media tour E) pitch group Answer: A Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 67) Which type of network connects people within an organization?

A) Internet B) intranet C) extranet D) social network E) internal Web Answer: B Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

20 ..

68) Which type of network connects people in one business with its business partners?

A) Internet B) intranet C) extranet D) social network E) internal Web Answer: C Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 69) Which of the following is FALSE regarding online communication?

A) Corporate websites have become an important part of corporate communication.

B) The Internet presents at least as many challenges to public relations professionals as it does opportunities.

C) The Internet makes it possible to present the company's image and story without going through the editing of a gatekeeper.

D) The Internet does not allow managed communication directly between organizations and audiences without the gatekeeping function of other mass media.

E) Gossip and rumors can spread around the world within hours.

Answer: D Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 70) A new form of word-of-mouth marketing in which an online influencer is encouraged to spread information over the Internet is known as ________.

A) cause marketing B) maven marketing C) direct marketing D) impression marketing E) social networking Answer: B Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 71) Public relations is primarily used to generate sales.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 21 ..

72) Because it is easy to measure, brand reputation is not significant in determining brand value.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the fundamental concepts of marketing 73) Public relations specialists design ads, prepare written messages, and buy media time and space.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 74) A public relations news release typically runs exactly as the company desires and as scheduled.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 75) The "no-conflict-of-interest endorsement" factor reflects the tendency of the public to trust the media more than they do advertisers.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 76) The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story) is called external relations.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 77) The key publics addressed by relationship programs in public relations are media, employees, the financial community, government, and the general public.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools

22 ..

78) Corporate communication programs with the government and the public on issues related to government and regulation are called public affairs.

Answer: TRUE Difficulty: Easy Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 79) Companies can associate themselves with a good cause, providing assistance as well as financial support, through the practice of public service marketing.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Ethical understanding and reasoning 80) The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 81) An effective crisis plan should outline who contacts the various stakeholders who might be affected, who speaks to the media, and who sets up and runs an onsite disaster management center.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 82) Public communication campaigns can be used to discourage behavior.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Ethical understanding and reasoning 83) An annual audit or a campaign-specific audit can be used to ensure that a program is on track and performing as intended.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools

23 ..

84) Active publics are composed of people who are aware of their connection to an organization regarding some particular problem and who communicate and organize to do something about the issue or situation.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 85) A gap analysis is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 86) A SWOT analysis reflects a general understanding of the difficulty of changing people's attitudes about issues relevant to the company.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 87) Public relations objectives are designed to make changes in the public's knowledge, attitudes, and behaviors related to a company, brand, or organization.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 88) Flash mob marketing is a type of publicity stunt.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools 89) The public relations practitioner has many tools, which can be divided into two categories: planned and unplanned.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools

24 ..

90) An ad prepared for use in a company's own publication or programming is known as a corporate ad.

Answer: FALSE Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools 91) Employee communications programs and special events create buzz that an organization can control.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 92) Marketers tend to believe that public relations is more effective at providing credibility than at driving sales for a brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools 93) If a press release or a feature story is well-written and timely, public relations specialists can be confident that the media will use it.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 94) News releases must be written in the same form for each medium to maintain consistency.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 95) Public relations programs use advertising to create corporate visibility.

Answer: TRUE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

25 ..

96) A press conference is useful because a company can control who is present as well as the questions that will be asked.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 97) A feature story is a human interest story rather than a hard news story.

Answer: TRUE Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 98) Through influencer marketing, public relations specialists attempt to persuade traditional media gatekeepers to share brand information.

Answer: FALSE Difficulty: Difficult Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 99) To facilitate external marketing with a local community, town hall forums are sometimes used.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 100) News releases should follow the 5W format of journalism.

Answer: TRUE Difficulty: Easy Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 101) Ultimately, the difference between advertising and public relations is that advertising takes a longer, broader view of the importance of image and reputation.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools

26 ..

102) Relying on public relations means never having to pay for media exposure.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools 103) The key to effective crisis management is to put the blame on the responsible party as soon as possible.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 104) Although public relations can enhance a company's credibility, it has no role in supporting IMC efforts that focus on a product's sales.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools 105) Public relations specialists can eliminate the need for other marketing strategies through the use of social media.

Answer: FALSE Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss how marketers can develop a safe and effective online presence 106) Compare and contrast public relations and advertising.

Answer: The goals of public relations specialists include communicating with various stakeholders, managing the organization's image and reputation, and creating positive public attitudes and goodwill toward the organization. Ultimately, the difference between advertising and public relations is that public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses a greater number of target audiences. Public relations and advertising also differ in how they use the media, the level of control they have over message delivery, and their perceived credibility. Public relations people seek to persuade media gatekeepers to carry stories about their company. This aspect of public relations is called publicity and carries no direct media costs. The public relations strategist is at the mercy of the media gatekeeper as there is no guarantee that all or even part of a story will appear. There is also the risk that the story may be rewritten or reorganized by an editor so that it no longer means what the strategist intended. In contrast, advertising runs exactly as the client who paid for it has approved, and it will run as scheduled. The public tends to trust the media more than they do advertisers. This consumer tendency is called the implied third-party endorsement factor.

Difficulty: Difficult Chapter LO: 15-1 Course LO: Discuss the fundamental concepts of marketing AACSB: Analytical thinking 27 ..

107) Explain four key publics addressed by relationship programs in public relations.

Answer: The key publics addressed by relationship programs in public relations are: (1) Media: Media relations focus on developing media contacts.

(2) Employees: Employee relations communicate information to employees. A related program is called internal marketing, which is communication efforts aimed at informing employees about marketing programs and encouraging their support.

(3) Financial publics: Financial relations are communication efforts aimed at the financial community, such as press releases sent to business publications, meetings with investors and analysts, and the annual report.

(4) General public and government: Public affairs are corporate communication programs with government and with the public on issues related to government and regulation. This area also includes lobbying, through which the company provides information to legislators in order to get their support and vote on a particular bill. It also includes issue management, which includes communication efforts with consumer or activist groups who seek to influence government policies.

Difficulty: Difficult Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 108) Name and describe the two broad categories into which public relations tools can be divided. Give an example of each.

Answer: Public relations tools can be divided into two categories: controlled media and uncontrolled media. Controlled media includes house ads, public service announcements, corporate advertising, in-house publications, and visual presentations. The sponsoring organizations pay for these media. In turn, the sponsor maintains total control over how and when the message is delivered. Uncontrolled media includes press releases, press conferences, and media tours. The most recent new media are electronic, and they can be categorized as semicontrolled.

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

28 ..

109) Discuss how advertising can be used as a public relations tool.

Answer: Public relations programs sometimes employ advertising as a way to create corporate visibility or increase goodwill with a company's various stakeholder audiences. The primary uses of advertising are house ads, public service announcements, and corporate advertising.

(1) House ads: An ad for use in the company's own publication or programming.

(2) Public service announcement: An ad for a charitable or civic organization that runs free of charge on television or radio or in print media. These ads are prepared just like other ads; in most instances ad agencies donate their expertise and media donate time and space to run the ads.

(3) Corporate advertising: A company focuses on its corporate image or viewpoint. There is less emphasis on selling a particular product unless it is tied in to a good cause. Corporate identity advertising is another type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business. Sometimes companies deliver point-of-view messages called advocacy advertising.

Difficulty: Difficult Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 110) Name and describe the various forms of publicity used in public relations.

Answer: The major forms of publicity include: (1) News releases: The primary medium used to deliver public relations messages to the various external media. Although the company distributing the news release controls its original form and content, the media decide what to present and how to present it, so this form of publicity is uncontrolled by the originating company. The decision to use any part of a news release at all is based on an editor's judgment of its news value, which is based on such things as timeliness, proximity, impact, or human interest. News releases must be written differently for each medium, accommodating space and time limitations. Video news releases (VNRs) contain video footage for a television newscast.

(2) Pitch letters: Ideas for feature stories, which are human-interest stories rather than hard news announcements that have to be "sold" to editors, are conveyed to journalists through pitch letters.

These letters outline the subject in an engaging way to sell a story idea.

(3) Press conference: An event at which a company spokesperson makes a statement to media representatives. It is one of the riskiest public relations activities because the media may not see the company's announcement as being real news. There's no guarantee that the press will show up or that they will ask the right questions. They might also ask questions the company cannot or does not want to answer. To anticipate some of these problems, companies may issue a media kit, usually a folder that provides all the important background information to members of the press either before or when they arrive at the press conference. The risk, however, is that by providing this information, the press conference itself becomes unnecessary.

(4) Media tours: A press conference on wheels. The traveling spokesperson makes announcements and speeches, holds press conferences to explain a promotional effort, and offers interviews.

Difficulty: Difficult Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 29 ..

111) Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes him?

A) brand advocate B) influencer C) decision maker D) stakeholder E) opinion leader Answer: D Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 112) Ralph Nader has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nader is considered a(n) ________.

A) opinion leader B) advocacy advertiser C) maven D) third-party endorser E) philanthropist Answer: A Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 113) Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n) ________.

A) opinion leader B) advocacy advertiser C) gatekeeper D) third-party endorser E) philanthropist Answer: C Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

30 ..

114) The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area. Soon after, the newspaper ran an article on the store's grand opening, with a photo of the long lines of eager customers waiting for the store to open on its first day. In this scenario, the Atlanta Journal Constitution functioned as a(n) ________.

A) opinion leader B) advocacy advertiser C) publicist D) implied third-party endorser E) philanthropist Answer: D Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 115) A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.

A) corporate advertising B) cause marketing C) issue management D) publicity E) sponsorship Answer: D Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 116) Why do public relations and advertising need to find common ground and integrate their efforts?

A) Companies can no longer afford to support both departments.

B) The time and costs associated with public relations can be prohibitive.

C) Public relations specialists lack the skills necessary to create productive campaigns.

D) Messages aimed at reaching mass audiences are becoming less effective.

E) The FTC has established laws that are making advertising more and more difficult.

Answer: D Difficulty: Difficult Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

31 ..

117) Ian works in the public relations function in his company. When he wants exposure for some aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations. Ian has worked hard to develop these media contacts. In public relations, this relationship management is known as ________.

A) external relations B) media relations C) public affairs D) corporate relations E) reputation management Answer: B Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 118) Melanie works in the public relations department at a major university. She is the editor of an internal newspaper, called Update, that is distributed to all faculty and staff working at the university. The newspaper covers stories about what faculty are doing, grants and awards won by employees, and important information regarding human resource issues. What type of public relations program does this illustrate?

A) issue management B) corporate relations C) internal relations D) employee relations E) house communications Answer: D Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 119) Sandra works for the local chapter of the Humane Society, a non-profit organization dedicated to protecting animals. Sandra has worked to identify area residents who are likely to donate to the Humane Society. She will invite all of these potential donors to a fun family day event that she is organizing at the Humane Society. Sandra is involved in ________.

A) issue management B) recruitment C) fund-raising D) crisis management E) internal marketing Answer: C Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 32 ..

120) P&G is a major consumer packaged goods manufacturer that for years has supported the Special Olympics. P&G features the athletes in several of its advertisements and provides assistance and financial support for the event. P&G's employees assist in the Special Olympics every year. What type of relationship management program is this?

A) public affairs B) corporate relations C) media relations D) employee relations E) cause marketing Answer: E Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 121) Before revising or developing a new public relations campaign for a new client, Lakshmi is conducting formal background research to assess the internal and external public relations environment that affects the organization's audiences, objectives, competitors, and past results.

She is doing this to ensure that the current campaign is on track and performing as intended.

What does this scenario illustrate?

A) communication audit B) SWOT analysis C) gap analysis D) situation analysis E) social monitoring Answer: A Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 122) The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?

A) influence government regulations on pork B) gain financial support for pork producers C) create newsworthy information about pork D) maintain relationships with pork producers E) reposition pork Answer: E Difficulty: Difficult Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

33 ..

123) Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand, a strategy known as a(n) ________.

A) change-agent strategy B) involvement strategy C) shareholder strategy D) public communication campaign E) public service strategy Answer: B Difficulty: Moderate Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 124) HearthSong, a catalog marketer of "toys you'll feel good about giving," has a Facebook page that encourages customer conversation about experiences with the company and its products. This is an example of the use of ________.

A) house advertising B) brand advertising C) controlled media D) uncontrolled media E) semi-controlled media Answer: E Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 125) Benetton has often used ads that send a social message, such as showing AIDS victims dying or featuring death row inmates, to make people aware of these issues. What type of advertising is this?

A) advocacy advertising B) brand advertising C) identity advertising D) social advertising E) maven advertising Answer: A Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

34 ..

126) Julie, who writes a witty daily blog about her life as a college student, has more than a thousand followers on Twitter. Julie frequently mentions her experiences with brands, from fashion to dining, sometimes spreading positive word-of-mouth and sometimes spreading negative word-of-mouth. In public relations terms, Julie is a(n) ________.

A) gatekeeper B) advocacy advertiser C) maven D) third-party endorser E) philanthropist Answer: C Difficulty: Moderate Chapter LO: 15-5 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking Refer to the passage below to answer the questions that follow.

Wendy's fast food restaurant recently had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that the restaurant was victimized by this false accusation.

127) Immediately following this individual's claim of finding a fingertip in her chili, which public relations program would be most valuable to Wendy's?

A) corporate reputation management B) crisis management C) marketing public relations D) public communication campaigns E) public service announcements Answer: B Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

35 ..

128) After the culprit was discovered, which public relations program was most relevant to Wendy's?

A) public affairs B) cause marketing C) reputation management D) public service advertising E) marketing public relations Answer: C Difficulty: Difficult Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 129) The local Wendy's franchise is a good corporate citizen, and the owners of that particular franchise had fostered relationships with local media contacts. What type of relationship management program focuses on developing media contacts?

A) public affairs B) issue management C) corporate relations D) media relations E) town hall forums Answer: D Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 130) To help rebuild Wendy's reputation, the corporate office encourages franchisees to support local organizations in their communities, such as charities and schools. This practice is most likely known as ________.

A) public affairs B) marketing public relations C) cause marketing D) fund-raising E) development Answer: C Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

36 ..

131) Southern Company is a power company conglomerate in the southern United States, operating several power plants throughout the region, a few of them nuclear power plants. Some community members are concerned with emissions in the air surrounding these plants. Explain what public opinion means and discuss what questions the public relations specialists at Southern Company must understand about public opinion before deciding on an appropriate campaign.

Answer: Public opinion, what a group of people think, is a belief that people hold about an event, person, institution, or product that is not necessarily based on fact. The public relations strategist researches the answers to two primary questions: (1) Which publics are most important to the organization, now and in the future?

(2) What do these publics think?

Particular emphasis falls on understanding the role of opinion leaders, who are important people who influence the opinions of others.

Difficulty: Difficult Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 132) How does public opinion differ from mass opinion?

Answer: Public opinion examines the responses of specific subgroups rather than a more general mass audience.

Difficulty: Difficult Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 133) In difficult economic times, the public relations budget is likely to suffer more severe cuts than other functions of an organization. Jill is the director of her company's public relations department, and she has to convince her superiors that her department's function produces tangible results. To them, concepts such as goodwill are just "warm fuzzies." What should Jill say to help them appreciate the importance of public goodwill?

Answer: Public goodwill is the greatest asset any organization can have. A well-informed public with a positive attitude toward an organization is critical to the organization's survival and that is why creating goodwill is the primary goal of most public relations programs. A public relations program that is tuned to creating goodwill operates as the conscience of the organization. The trust on which goodwill is based comes from corporate integrity.

Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

37 ..

134) Discuss how public relations professionals might be involved in recruitment.

Answer: Public relations professionals sometimes work with human resources and membership recruitment for organizations. This might include preparing ads, websites, and literature on the company or organization, as well as arranging events.

Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Reflective thinking 135) Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

Answer: Students can list any five of the following: 1. A knowledge of the role public relations and public affairs play in supporting business goals both locally and globally 2. The ability to understand the "big picture" of communication and how to integrate all communication functions effectively 3. The know-how to leverage traditional and social media to control key messages 4. An aptitude for information technology and the determination to stay current with emerging trends in such areas as mobile, social content creation/curation, and search engine optimization 5. The versatility to work with a range of challenges and people, and a knack for discerning which opponents to take seriously 6. Strong verbal and written communication skills 7. A talent for synthesizing, filtering, and validating information and the ability to apply analytics to help sort data 8. Strong organizational skills for multitasking and managing time 9. An ability to work with teams both face to face and remotely 10. The resilience to bounce back from disappointment or failure Difficulty: Difficult Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 136) You've just started working at a consumer products business as the public relations director.

You learned that your company does not have a crisis management plan, so you are going to develop one. What should you include in the plan, and how will you get employees to know what to do in the event of a crisis?

Answer: An effective crisis plan outlines who contacts the various stakeholders who might be affected (employees, customers, suppliers, civic and community leaders, government agencies), who speaks to the news media, and who sets up and runs an onsite disaster-management center.

You should also analyze the potential for emerging crises and identify resources to cope with them so that the organization can be ready to respond quickly and meaningfully.

Difficulty: Difficult Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

38 ..

137) You're not sure what major to decide on because you like advertising and you like public relations. However, there is an area where these two disciplines overlap. Name and describe this public relations tool.

Answer: One area where advertising and public relations overlap is marketing public relations (MPR), which is the process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers. It is different from a more general public relations approach in its consumer and sales focus. However, the need to establish a credibility platform is similar in both: That is what PR brings to marketing, and that is PR's greatest strength in an IMC program. In other words, MPR supports marketing's product and sales focus by increasing brand credibility and the company's credibility with consumers.

Difficulty: Moderate Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 138) Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.

Answer: Planning for a public relations campaign is similar to planning an advertising campaign. The plan should complement the marketing and marcom strategies so the organization communicates with one clear voice to its various publics. The process starts with research and a SWOT analysis. The PR effort may also begin with a more formal type of background research, called a communication audit, to assess the internal and external PR environment that affects the organization's audiences, objectives, competitors, and past results. An annual audit or a campaign-specific audit can be used to ensure that a program is on track and performing as intended. Benchmarking is often used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison. A gap analysis, which measures the differences in perceptions and attitudes between groups or between the organization and its publics, may be part of the analysis.

Difficulty: Difficult Chapter LO: 15-3 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

39 ..

139) What are five guidelines to follow when emailing a news release?

Answer: Students can list any five of the following: 1. Use one reporter's name and address per "to" line.

2. Keep subject line header simple.

3. Boldface "FOR IMMMEDIATE RELEASE" on the first line above the date.

4. Catch attention with a good headline.

5. Limit length (shorter than print's 500-word limit).

6. Use the 5W format.

7. Do not include attachments.

8. Link to a URL where other background information and photos are posted.

9. Remember readability and use short paragraphs, bullets, numbers, and lists to keep it scannable.

10. Put contact information below the text.

11. Close with conventional end signs such as "30" or "######."

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 140) Why are video releases an effective public relations tool? Why are they risky?

Answer: They are effective because they show target audiences the message in two different video environments: first as part of a news report and then reused later in an advertisement.

However, there is no guarantee that they will be used.

Difficulty: Difficult Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 141) Home Depot supports its employees who have Olympic aspirations, and it looks as though a few more employees could possibly be attending the next Olympics. However, to get to that point, these athletes must train and compete in the world arena. You are tasked with writing a feature story about the dedication of these athletes and, of course, Home Depot's support of their efforts. You hope to get the editor of Readers' Digest to publish this story, but you will be targeting other publications as well. Explain how feature stories are used in public relations.

Answer: Ideas for feature stories, which are human-interest stories rather than hard news announcements, have to be "sold" to editors. This is done using a pitch letter that outlines the subject in an engaging way and sells a story idea. These letters are often sent to editors via email.

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

40 ..

142) Give three tips for writing an email pitch letter.

Answer: Students can answer with any three of the following tips on how to write email pitch letters: 1. Don't use capital letters in the subject line. It's like yelling "SPAM!" 2. Don't use exclamation points. Using too many exclamation points can be annoying. Use them sparingly to create excitement.

3. Put the best information in the subject line. Don't waste the reporter's time.

4. Use spell-check.

5. Don't get fancy with email backgrounds and cute fonts.

6. Make sure your attachment is actually attached.

7. Say no to emoticons. They make you look unprofessional and get on reporters' nerves.

8. Be polite. Use "please" and "thank you."

9. Don't send multiple emails. It's okay to follow up, but don't spam the reporter just to see if she has received your pitch.

10. Reply quickly. When you hear back from a reporter, respond quickly.

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 143) Melanie was informed that she will be participating in a media tour for her company for the next three weeks. Explain what this is and the activities that she might be performing.

Answer: A media tour is a press conference on wheels. The traveling spokesperson makes announcements and speeches, holds press conferences to explain a promotional effort, and offers interviews.

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 144) Advertising, publicity, and publications such as annual reports and collateral material are well-known tools of public relations. List three other, lesser-known, yet effective, public relations tools.

Answer: The other types of public relations tools include: (1) DVDs, CDs, podcasts, books, and online video (2) Speakers and photos (3) Displays and exhibits (4) Special events and tours (5) Online communication Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

41 ..

145) Describe the levels of credibility and control over message when public relations strategists promote a news story.

Answer: In the case of news stories, the public relations strategist is at the mercy of the media gatekeeper. There is no guarantee that all or even part of a story will appear. In fact, there is a real risk that a story may be rewritten or reorganized by an editor so that it no longer means what the strategist intended. However, the public tends to trust the media more than they do advertisers. This is called the implied third-party endorsement factor, as the consumer has a tendency to confer legitimacy on information simply because it appears in the news.

Difficulty: Difficult Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 146) What are some ways public relations specialists can defend against negative word-of-mouth on the Internet?

Answer: Public relations practitioners can register domain names that might cause them trouble.

They can also monitor the Internet (or hire a Web monitoring service) to see what is being said about them so that they can respond to protect their reputations. If they make a major mistake, they should own it early. However, if negative information is posted and they believe their company is in the right, they should wait and see if the story "gets much reverberation." If it's not picked up repeatedly in the media, social or otherwise, public relations specialists should resist the temptation to respond because the response itself might make people aware of the issue.

Difficulty: Difficult Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

42 ..

Refer to the passage below to answer the questions that follow.

Kellogg's is a well-known manufacturer of breakfast cereals and several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. Kellogg's has used Tony the Tiger on its Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. The company also took the party on the road for the month, traveling to 30 cities in a bus painted with an image of Tony and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when Kellogg's first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game in which kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes, giving kids the chance to participate in the game at a higher level and win prizes.

147) In general, who are potential targets for Kellogg's public relations efforts?

Answer: Public relations is focused on all the relationships that an organization has with its various publics. By publics, we mean all the groups of people with which a company or organization interacts: employees, media, community groups, shareholders, and so forth.

Another term for this is stakeholders, which refers more specifically to people who have a stake (financial or otherwise) in a company or organization.

Difficulty: Moderate Chapter LO: 15-1 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 148) Explain what type of public relations program Tony the Tiger's birthday celebration illustrates.

Answer: Tony's birthday celebration represents marketing public relations (MPR), which are programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers. MPR is different from a more general public relations approach in its consumer and sales focus.

Difficulty: Difficult Chapter LO: 15-2 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

43 ..

149) Identify the public relations tool used for Tony's birthday celebration.

Answer: The celebration itself is an example of a special event. The tour was a tool of publicity.

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 150) What type of public relations tool does the game at Kelloggs.com represent?

Answer: This is an example of online communications, specifically an external communication of a corporate website. Corporate websites have become an important part of corporate communications as these sites can present information about the company and open up avenues for stakeholders to contact the company. Though not a specific public relations tool, the game could be viewed as an involvement strategy. Involvement can create interest and a feeling of excitement, but more importantly it can drive loyalty.

Difficulty: Moderate Chapter LO: 15-4 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

44 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 16 Direct Response 1) ________ marketing occurs when a seller and customers deal with each other directly rather than through an intermediary, such as a wholesaler or retailer.

A) Integrated B) Simplified C) Leveled D) Direct-response E) Tiered Answer: D Difficulty: Easy Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 2) Which of the following are the two fundamental components of the direct-marketing business?

A) communication sent directly to the consumer and promotion of brand awareness B) promotion of brand awareness and consumer response sent directly back to the source C) IMC and database marketing D) communication sent directly to the consumer and consumer response sent directly back to the source E) consumer response sent directly back to the source and comparative marketing Answer: D Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 3) Direct-response marketing is typically designed to accomplish which of the following?

A) increase awareness B) enhance attitudes C) produce an immediate sale or response D) gain acceptance among several stakeholders E) encourage switching from a competitor's product or service Answer: C Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

1 ..

4) What is the rationale for the higher cost of direct marketing?

A) The effectiveness of direct-response marketing is not easy to evaluate.

B) Consumers are more accepting of it than of other forms of brand communication.

C) Response rates have increased dramatically in the past 10 years.

D) Consumers feel more confident in marketers' concerns for their privacy.

E) The messages are tightly targeted to reach prime prospects.

Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 5) There are four main players in direct-response marketing communication. Which of the following is NOT one of these four main players?

A) state and federal governments that regulate marketing communication B) marketers who use direct response to sell products or services C) agencies that specialize in direct response D) media that deliver messages E) consumers Answer: A Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 6) Which of the following is NOT a type of company that has traditionally made extensive use of direct marketing?

A) insurance companies B) book and record clubs C) gardening firms D) publishers E) oil companies Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 7) Service firms in direct marketing specialize in ________.

A) printing, mailing, list brokering, and data management B) media buying C) evaluating the results of direct-marketing campaigns D) creating direct-marketing messages E) delivering ordered products to customers Answer: A Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

2 ..

8) Which type of agency is responsible for making sure consumers receive whatever they request in a timely manner, be it a catalog, additional information, or the product itself?

A) advertising agency B) independent agency C) service firm D) fulfillment house E) direct-marketing agency Answer: D Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 9) The term or phrase that refers to the way that marketers identify potential customers is ________.

A) mining B) prospecting C) hunting D) phishing E) converting Answer: B Difficulty: Easy Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 10) What is the first step in the direct-marketing process?

A) objectives and strategy B) the offer C) customer ordering D) fulfillment and customer follow-up E) relationship building Answer: A Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 11) What is the second step in the direct-marketing process?

A) objectives and strategy B) the offer C) customer ordering D) fulfillment and customer follow-up E) relationship building Answer: B Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

3 ..

12) Which of the following is the last step in the direct-marketing process?

A) objectives and strategy B) the offer C) customer ordering D) fulfillment and customer follow-up E) relationship building Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 13) Theo is implementing the direct-marketing process in his business. Currently, he is conducting marketing research, segmenting and targeting markets, and setting objectives. Which step in the direct-marketing process is he implementing?

A) Step 1 B) Step 2 C) Step 3 D) Step 4 E) Step 5 Answer: A Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 14) Which basic objective of direct marketing involves attempting to motivate customers to visit an event or retail outlet?

A) developing leads B) driving traffic C) testing offers D) enhancing awareness E) driving responses Answer: B Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

4 ..

15) Which of the following refers to the percentage of direct-marketing contacts who actually act on a direct-marketing communication?

A) frequency B) conversion rate C) recency D) fulfillment rate E) variable rate Answer: B Difficulty: Easy Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 16) The best customer prospects of direct marketers are ________.

A) profiled consumers B) current customers C) affiliated consumers D) segmented consumers E) purged customers Answer: B Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 17) Direct marketers have identified the criteria of recency, frequency, and monetary to predict who will most likely ________.

A) respond negatively to direct-marketing B) have the most purchasing power C) stop purchasing D) repurchase E) recommend to a friend Answer: D Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 18) Which of the following is designed to gather leads or answer consumer questions?

A) a one-step offer B) a two-step offer C) a profiled offer D) conversion E) fulfillment Answer: B Difficulty: Easy Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

5 ..

19) Getting the product to those who order it is called ________.

A) optimization B) generation C) prospecting D) conversion E) fulfillment Answer: E Difficulty: Easy Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 20) Which of the following statements about direct-marketing customers is most likely true?

A) The more recently customers have bought from a company, the less likely they are to buy again.

B) The less money customers have recently spent buying from a company, the more likely they are to buy again.

C) The less frequently customers have bought from a company, the more likely they are to buy again.

D) The more money customers have recently spent with a company, the less likely they are to buy again.

E) The more frequently customers have bought from a company, the more likely they are to buy again.

Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 21) ________ is a technique of mining the information in databases to uncover prospective buyers whose characteristics match those of users.

A) Skimming B) Searching C) Profiling D) Relationship marketing E) Fulfillment Answer: C Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Information technology

6 ..

22) Which of the following is NOT typically part of the offer in direct marketing?

A) description of the product B) terms of sale C) payment information D) delivery information E) rebate Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 23) All of the variables that are intended to satisfy the needs of the consumer are considered part of the ________ in direct marketing.

A) message B) media C) fulfillment D) offer E) response Answer: D Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 24) Which of the following is NOT a variable that would be considered part of the offer in direct marketing?

A) media strategy B) price C) cost of shipping and handling D) guarantees and warranties E) future obligations Answer: A Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication

7 ..

25) During the ________ step of the direct-marketing process, the DMC campaign must communicate benefits to buyers by answering the enduring question: "What's in it for me?"

A) strategy B) offer C) response D) fulfillment E) relationship building Answer: B Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 26) During the ________ step in the direct-marketing process, the DMC message must make it as easy as possible for customers to respond.

A) objectives B) offer C) response D) fulfillment E) relationship building Answer: C Difficulty: Easy Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 27) Which of the following is NOT part of the fulfillment stage of the direct-marketing process?

A) receiving payment B) delivering the product C) providing delivery tracking information to customers D) offering a variety of ways for customers to respond E) processing the transaction Answer: D Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

8 ..

28) Measuring and evaluating consumer behavior is part of the ________ step in the directmarketing process.

A) objectives B) offer C) response D) fulfillment E) relationship building Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 29) Which of the following is the original and most effective form of direct marketing?

A) personal sales B) sales promotion C) catalog marketing D) print direct-response advertising E) direct mail Answer: A Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 30) Which of the following is the most popular method of direct marketing among those organizations that use direct marketing?

A) personal sales B) sales promotion C) telemarketing D) print direct-response advertising E) direct mail Answer: E Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 31) Which of the following is NOT a good tip for creating effective direct mail?

A) Get the attention of the targeted prospect as the envelope comes from the mailbox.

B) Provide all of the information you have about the product.

C) Provide critical information about product use.

D) Use an incentive to encourage a fast response.

E) Inspire confidence, minimize risk, and establish that the company is reputable.

Answer: B Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 9 ..

32) How is most direct mail sent?

A) first-class mail B) second-class mail C) second-class bulk mail D) third-class bulk mail E) certified mail Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 33) Which of the following is NOT an advantage of direct mail?

A) reaches a highly targeted audience B) builds in feedback C) personalizes the message D) simplifies calculation of return on investment E) provides a low cost per thousand Answer: E Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 34) Which of the following is most likely true of infomercials?

A) They are the most popular method of direct-marketing.

B) They typically air during prime time.

C) They are usually 30 to 60 minutes long.

D) They are typically used for products with low profit margins.

E) They are usually used for products that are widely available in retail outlets.

Answer: C Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 35) Of the following, which is the best advice for writing an effective direct-response letter?

A) Make the offer as early as possible in the body of the letter.

B) Don't confuse prospects by including information about a website.

C) Use a general salutation.

D) Use brief descriptions of the product and offer.

E) Do not guarantee the product.

Answer: A Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication

10 ..

36) A ________ is a multipage direct-mail publication that shows a variety of merchandise.

A) letter B) brochure C) broadsheet D) self-mailer E) catalog Answer: E Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 37) Which of the following is most likely a true statement about catalogs?

A) Catalogs, for the most part, have been replaced by online publications.

B) Catalogs can sell a variety of brands and products or products solely from the sponsoring brand.

C) The growth in catalogs in the 21st century is in general-interest catalogs.

D) Few paper catalogs are associated with online catalogs.

E) Catalog retailers do not have physical retail outlets.

Answer: B Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 38) Which of the following is a form of personal sales?

A) direct-mail marketing B) direct-response advertising C) catalog marketing D) telemarketing E) Internet advertising Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 39) Rooms with large banks of phones and computers where workers send and receive calls are known as ________.

A) call centers B) telephone pits C) call lists D) call floors E) call pits Answer: A Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 11 ..

40) Which of the following are the two types of telemarketing?

A) opt-in and opt-out B) toll and toll-free C) internal and external D) business and organizational E) inbound and outbound Answer: E Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 41) In which type of telemarketing is the call initiated by the customer?

A) opt-in B) opt-out C) external D) inbound E) outbound Answer: D Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 42) In which type of telemarketing does the call originate with the marketer?

A) opt-in B) opt-out C) external D) inbound E) outbound Answer: E Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 43) Using ________, telemarketers call random numbers rather than numbers of qualified prospects.

A) opt-in telemarketing B) inbound telemarketing C) cold calling D) variable data marketing E) conversion calling Answer: C Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing

12 ..

44) Which of the following refers to the use of special computerized programs that use random dialing, making it possible for telemarketing companies to call anyone, even those with unlisted numbers?

A) opt-in telemarketing B) opt-out telemarketing C) cold calling D) conversion calling E) predictive dialing Answer: E Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Information technology 45) Which of the following is NOT a protection included in the Telemarketing Sales Rule enacted by the Federal Trade Commission in 1995?

A) a prohibition on telemarketing calls made before 8 a.m. or after 9 p.m.

B) strict informational disclosure requirements for telemarketers C) a prohibition against telemarketers using misrepresentative or misleading statements D) a provision requiring telemarketers to honor do-not-call lists E) a provision requiring specific payment collection procedures Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Ethical understanding and reasoning 46) What is the purpose of the national Do Not Call Registry?

A) to make businesses using telemarketing register all the numbers that they call B) to allow consumers to receive telemarketing calls only from marketers that they want to call them C) to stop telemarketers from calling cell phone numbers because consumers must pay for those calls D) to allow consumers to "opt-out" of telemarketing calls from for-profit businesses E) to stop telemarketers from calling people at work Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Ethical understanding and reasoning

13 ..

47) ________ is a type of marketing communication that has characteristics of advertising but also includes an element that allows the audience to make a direct response to the advertiser.

A) Direct-response advertising B) Direct-focus advertising C) Integrated marketing communications D) Direct-marketing advertising E) Direct-to-consumer advertising Answer: A Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 48) A direct-response ad on television is known as a(n) ________.

A) infomercial B) sponsored program C) promotional program D) telemarketing program E) home shopping network Answer: A Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 49) Fraudulently using a company's identity to send out spam is known as ________.

A) copy-cat advertising B) vampire advertising C) phishing D) spying E) spoofing Answer: E Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Information technology

14 ..

50) The ________ regulates email marketing.

A) Do Not Mail List B) Mail Preference Service C) McAfee Internet Security Suite D) CAN-SPAM Act E) Do Not Call Registry Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Ethical understanding and reasoning 51) The Register of Known Spam Operations (Rokso) is a kind of "most wanted" list of spammers that is maintained by ________.

A) the Federal Trade Commission B) the Direct Marketing Association C) the U.S. Postal Service D) Internet hosts and service providers E) the CAN-SPAM Act Answer: D Difficulty: Difficult Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Ethical understanding and reasoning 52) Many marketers now use permission marketing to address the problem of ________.

A) spoofing B) predictive dialing C) cold calling D) spamming E) variable data marketing Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Ethical understanding and reasoning

15 ..

53) What do direct marketers use to keep track of customers, identify prospective customers, and segment groups of customers and prospects?

A) databases B) permission marketing C) integrated marketing communication D) opt-out strategies E) opt-in strategies Answer: A Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 54) ________ is a practice that uses databases to predict trends and monitor consumers to more effectively implement direct-marketing strategies.

A) Integrated marketing B) Permission-based marketing C) Database marketing D) Conversion marketing E) Predictive marketing Answer: C Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 55) Through ________, marketers can target individuals based on what they have purchased, what shows they have watched, or what websites they have visited.

A) variable data marketing B) permission-based marketing C) behavioral targeting D) predictive targeting E) conversion marketing Answer: C Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology

16 ..

56) Which of the following is NOT an objective of a marketing database?

A) to record names of customers, expires, and prospects B) to store and analyze responses C) to store and analyze purchasing performance D) to continue direct communication with customers E) to record and analyze marketing communications Answer: E Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 57) The database management process begins with a(n) ________ that could include completing a warranty card, entering a contest or sweepstakes, or opting in on a website.

A) behavioral target B) house list C) information collection point D) merged list E) response list Answer: C Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 58) In a marketing database, the term expires means ________.

A) the customer is dead B) the marketer no longer has permission to communicate with this customer C) the customer name is no longer valid D) the customer has not purchased from the marketer for more than 18 months E) the customer's name has been merged to another list Answer: C Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology

17 ..

59) In which stage of the database management process is data entered into the computer to merge it with other information already in the file or added at the same time?

A) first B) second C) fourth D) fifth E) seventh Answer: B Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 60) In which stage of the database management process can the direct marketer create clusters of characteristics and behaviors representing valuable consumer segments or target markets?

A) first B) third C) fourth D) fifth E) seventh Answer: C Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 61) Combining direct-mail lists is known as ________.

A) purging B) merging C) mining D) sourcing E) converting Answer: B Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology

18 ..

62) Deleting the repeated names on direct-mail lists that have been combined is known as ________.

A) purging B) merging C) mining D) parsing E) converting Answer: A Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 63) Which type of direct-marketing list consists of the marketer's own customers or members?

A) data list B) house list C) converted list D) response list E) compiled list Answer: B Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing 64) Which type of direct-marketing list is the most valuable list to a marketer?

A) data list B) house list C) compiled list D) response list E) prospect list Answer: B Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing 65) Which type of list is derived from people who have answered some type of direct-response offer?

A) data list B) house list C) compiled list D) response list E) prospect list Answer: D Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing 19 ..

66) Which type of direct-marketing list is a list of some specific category, such as sports car owners, new homebuyers, graduating seniors, or subscribers to a magazine?

A) data list B) house list C) compiled list D) response list E) prospect list Answer: C Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing 67) Which type of database provided by an outside firm contains information useful in segmenting as well as contact information?

A) mined database B) relational database C) response database D) house database E) clustered database Answer: B Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 68) Sorting information in a company's database in order to better target customers is called ________.

A) behavioral targeting B) merging C) variable data marketing D) data mining E) opt-in marketing Answer: D Difficulty: Easy Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology

20 ..

69) The financial contribution through sales volume of an individual customer or customer segment over a length of time is known as ________.

A) return on investment B) lifetime customer value C) customer contribution D) customer loyalty E) customer relationship assessment Answer: B Difficulty: Easy Chapter LO: 16-4 Course LO: Discuss the fundamental concepts of marketing 70) Direct-response Brand Communication is sometimes referred to as ________ direct marketing.

A) integrated B) diversified C) strategic D) Internet E) one-to-one Answer: A Difficulty: Easy Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing 71) Direct marketing is often used by nonprofit organizations and by political associations.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 72) The four main players in direct-response marketing are the advertisers, the agencies, the media, and the government.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 73) In direct marketing, service firms are agencies that specialize in supplying printing, mailing, and list brokering.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

21 ..

74) Advertising agencies do not play a role in direct-response marketing.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 75) In direct-response marketing, a business responsible for making sure consumers receive whatever they requested in a timely manner is known as a service firm.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 76) Three basic objectives of direct marketing are lead generation, traffic generation, and increasing competition.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 77) The product or service alone is considered the offer in direct marketing.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 78) A two-step offer is designed to sell consumers a lower-priced item before offering them a higher-priced, and thus more profitable, item.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 79) In direct marketing, optimization is the function that gets the product to the customer who ordered it.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing

22 ..

80) Direct-marketing messages are constantly being measured, enabling direct marketers to learn what works and modify future campaigns based on results.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 81) A direct-mail piece is a print advertising message for a product or service that is delivered by mail.

Answer: TRUE Difficulty: Easy Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 82) One of the primary advantages of direct mail is the low cost per thousand compared to mass media.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 83) The average response rate for a direct mail offer is 10 percent.

Answer: FALSE Difficulty: Difficult Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 84) A broadsheet is a multipage direct-mail publication that shows a variety of merchandise.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 85) Using inbound telemarketing, the call center staff calls unqualified numbers that are sometimes just randomly selected.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 86) Do-not-call lists do not restrict companies from calling their own customers.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 23 ..

87) Direct marketing, particularly catalog marketing, is the model for e-commerce.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Information technology 88) One limitation of infomercials is that they cannot easily be introduced into foreign markets.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 89) Social selling, which is also called network marketing, relies on the reach and persuasiveness of social media.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 90) Email as a marketing tool is typically only used by e-commerce companies, such as Amazon.com.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 91) Unwanted email is known as spam.

Answer: TRUE Difficulty: Easy Chapter LO: 16-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 92) Advertisers use database information to target their campaigns to consumers who, based on demographics, are likely to buy their products.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology

24 ..

93) The database management process begins with a sale.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 94) The three types of direct-marketing lists are house lists, response lists, and directory lists.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 95) Combining direct-mail lists is called merging, and deleting the repeat names is called purging.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 96) Cloning is a technique of sifting through the information in databases to uncover prospective buyers whose characteristics match those of current buyers.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Information technology 97) Lifetime customer value is based on a consumer's known purchases and predictions for future purchases.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing 98) Because of privacy concerns and regulations, direct marketing is more difficult in some countries than in the United States.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication

25 ..

99) One advantage of direct marketing is that it affords flexibility in both form and timing.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing 100) One disadvantage of direct marketing is consumer frustration with too many catalogs and junk mail.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing 101) Direct-response marketing is a growth area because it is easy to evaluate its effectiveness.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing 102) Direct marketing is less expensive than personal sales.

Answer: TRUE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 103) Inbound telemarketing calls generate more consumer resistance than outbound telemarketing calls do.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing 104) According to the Supreme Court's ruling, the free speech rights of the telemarketing industry are infringed upon by the national Do Not Call Registry.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Ethical understanding and reasoning

26 ..

105) The marketing manager of Charlie's Car Parts uses a customer database to email promotional information to customers. The demographic information in the database provides the manager with all the data he needs regarding his customers' buying preferences.

Answer: FALSE Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 106) Name and describe the four types of agencies involved in direct-response advertising.

Answer: There are four types of agencies in direct marketing: (1) Advertising agencies: Agencies whose main business is mass-media advertising either have a department that specializes in direct response or own a separate direct-response company.

(2) Direct-marketing agencies: Independent, full-service direct-marketing agencies specializing in direct response. These agencies create the DBC messages, arrange for their delivery to a target audience, and evaluate the results.

(3) Service firms: Firms that specialize in supplying printing, mailing, list brokering, and data management.

(4) Fulfillment houses: Businesses responsible for making sure consumers receive whatever they request in a timely manner, be it a catalog, additional information, or the product itself.

Difficulty: Difficult Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 107) Name and describe the five basic steps in traditional direct marketing.

Answer: The steps in direct marketing are: (1) Setting objectives and making strategic decisions: Three primary objectives are lead generation, traffic generation, and action. Direct marketers specify these objectives with factors such as timing and amount of increase.

(2) Offer: The offer typically consists of a description of the product, terms of sale, and payment and delivery information. An effective offer clearly calls on the buyer to take some action. Some other variables included are the price, the cost of shipping and handling, optional features, future obligations, availability of credit, extra incentives, time and quality limits, and guarantees or warranties.

(3) Response/order: All direct marketing aims to generate a behavioral response, especially sales.

(4) Fulfillment: This refers to getting the product to the customer who ordered it. Fulfillment includes all the back-end activities that the company's infrastructure is designed to make easy for the customer to respond to.

(5) Relationship building: In this step, direct marketers evaluate the success of the campaign.

Difficulty: Difficult Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

27 ..

108) Name and describe the seven stages of the database management process.

Answer: Stages in the database management process: (1) Collection point: The initial information-collection point could come from completing a warranty card, entering a contest or sweepstakes, opting in on a website, or filling out a card at a trade show, to name a few.

(2) Data entry: Data is entered into the computer and merged with other information already in the file or added at the same time.

(3) Data assessment: The next step is to assess the data and determine the relevant level of detail.

(4) Data clustering: The direct marketer creates clusters of characteristics and behaviors representing valuable consumer segments or target markets (audiences).

(5) Data application: The direct marketer applies the database to specific marketing problems or strategies.

(6) Data sharing: The direct marketer makes decisions about data sharing and partnerships, such as with retail outlets.

(7) Data refinement: This includes corrections, updates, additions, and deletions. This information is fed back into the planning process.

Difficulty: Difficult Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 109) Compare and contrast the three types of direct-marketing lists.

Answer: There are three types of lists: (1) House list: This is a list of the marketer's own customers or members. This is a company's most important target market, and probably its most valuable list.

(2) Response list: This is derived from people who respond to some type of direct-response offer, such as a direct-mail offer or solicitation. Such lists are usually available for rent from the original direct-mail marketer, and those on the list indicate a willingness to buy by direct mail.

(3) Compiled list: A compiled list is a list of some specific category, such as sports car owners, new homebuyers, graduating seniors, association members, or subscribers to a magazine, book club, or record club.

Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

28 ..

110) Discuss the advantages and disadvantages of direct marketing.

Answer: Advantages of direct marketing: (1) Direct-marketing messages can be personalized, which makes them more persuasive than mass-media messages.

(2) Direct-marketing results are measurable, so the return on investment (ROI) is easily known.

(3) Direct-marketing technology allows for the collection of relevant information about the customer, contributing to the development of a useful database and selective reach, which reduces waste.

(4) Products have added value through the convenient purchase process and reliable, quick delivery mechanisms of direct marketing. Purchase is not restricted to a location.

(5) The marketer (rather than the wholesaler or retailer) controls the product until delivery.

(6) Advertising carrying direct-marketing components is easier to evaluate.

(7) It affords flexibility in both form and timing.

Disadvantages of direct marketing: (1) Consumers are still reluctant to purchase a product sight unseen.

(2) There are annoyances associated with direct marketing, such as too many catalogs, junk mail, and calls during dinner.

(3) There are serious problems with customer privacy, data sharing, and identity theft.

(4) Direct marketing can be more attuned to sales than creating long-term brand image.

Difficulty: Difficult Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 111) Knight-Abbey Commercial Printers and Direct Mailers is a large commercial printer in the southeastern United States. The company develops, prints, and mails direct mail pieces for several businesses. One of the company's largest customers is Beau Rivage Casino in Gulfport, Mississippi. Knight-Abbey personalizes and prints eight variations of a direct mail offer to customers. In terms of the types of firms in direct-response advertising, which type is KnightAbbey?

A) advertising agency B) direct-marketing agency C) service firm D) fulfillment house E) print brokerage Answer: C Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

29 ..

112) Serena is planning a direct-marketing campaign and is examining the effectiveness of past direct-marketing efforts. She notices that a higher percentage of customers responded to her company's last direct-mail communication than to its telemarketing communication. Serena was comparing the ________ of these two communication efforts.

A) recency B) frequency C) conversion rates D) fulfillment rates E) optimization Answer: C Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 113) Saul is planning a direct-marketing campaign that has a relatively limited budget. To make the best use of his budget, Saul wants to identify which of the company's recent customers should be sent a full-length catalog and which of the company's recent customers should be sent a less expensive mini-catalog. Saul should use a(n) ________ model.

A) recency B) frequency C) conversion rate D) fulfillment rate E) optimization Answer: E Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 114) Josh is a broker who sells retirement investments to individuals. He uses direct marketing, but he uses it primarily to get customers to inquire for more information and set up an appointment to discuss investment options with him. Which type of offer is this?

A) one-step B) two-step C) primary D) secondary E) indirect Answer: B Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

30 ..

115) MMT, Inc., a pharmaceutical company, considered using direct marketing. An important need the company had was to respond to the customers' responses by getting the product to the customers who ordered it within 48 hours. What step in the direct-marketing process was MMT concerned about?

A) objectives B) the offer C) targeting D) fulfillment E) message strategy Answer: D Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 116) Direct Data is a service firm specializing in collecting and analyzing data about potential customers for a variety of direct marketers. Direct Data tracks geographic, demographic, and psychographic data, pulling together lists of potential target customers for its clients. When creating direct mail messages, Direct Data's clients likely use this information to ________.

A) build in feedback B) manage negative perceptions about direct marketing C) personalize the message D) tell a complete sales story E) reach those unreachable by other media Answer: C Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 117) Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services. Neal is using ________.

A) direct-response television advertising B) Internet-based infomercials C) online marketing D) telemarketing E) data mining Answer: A Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

31 ..

118) After selecting a sweater on the Lands' End website, Kelly Oldham filled out the required customer and credit card information. A box with a checkmark inside was next to the following statement: "Yes, I would like to receive promotional information via email from Lands' End." The statement suggests that Lands' End is using which of the following marketing tools?

A) spam B) telemarketing C) spoofing D) data mining E) permission marketing Answer: E Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 119) Laurie is a college professor who teaches a course in direct marketing. She is a member of the Direct Marketing Association (DMA), a trade association for businesses in the directmarketing industry, because it is a useful source of current information for her course. She receives direct mail offers, emails, and telemarketing calls from a variety of businesses that are also sent to other members of the DMA. What type of list is Laurie's name most likely on?

A) house list B) response list C) compiled list D) professional list E) converted list Answer: C Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 120) Anthony is working on an account interested in direct-marketing to a target audience of men who own sports cars. Anthony will most likely use a ________ list.

A) converted B) house C) response D) satisfaction E) compiled Answer: E Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge

32 ..

121) Kinder Clothes, an online children's clothing marketer, uses data mining to identify and segment customers who have purchased infant clothing, toddler clothing, and children's clothing.

The company has also used data mining to further identify and segment these groups based on whether they purchased clothing for boys or girls. In this example, Kinder Clothes is using ________.

A) skimming B) behavioral targeting C) prospecting D) converting E) opt-in marketing Answer: B Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 122) P&G has developed and purchased huge databases and has more than 30 million consumers in its current database. P&G routinely mines the information in the database to uncover potential buyers whose characteristics match those of their current customers for a given product and brand. What technique is P&G most likely using?

A) skimming B) searching C) prospecting D) relationship marketing E) converting Answer: C Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

33 ..

123) Organic Designs is a small, successful chain of stores offering stylish clothes made of allorganic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of engaging attention and creating long-term relationships with a new group of customers. Which of the following methods of direct marketing would most likely be effective in accomplishing this goal?

A) telemarketing B) print direct-response advertising C) catalogs D) opt-out marketing E) bulk emailing Answer: C Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 124) Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers.

Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

A) the CAN-SPAM Act B) the Telemarketing Sales Rule C) the Register of Known Spam Operations D) the Mail Preference Service E) the national Do Not Call Registry Answer: E Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 125) Gianna is a skeptical consumer whose motto is "I'll believe it works when I see that it works." Which of the following would be the most effective form of direct marketing for a marketer to use to reach Gianna and customers like her?

A) infomercials B) catalogs C) direct mail D) telemarketing E) data mining Answer: A Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 34 ..

126) The Pampered Sole is a new women's shoe store in Birmingham, Alabama. The owners want to target women between the ages of 30 and 45 with a household income greater than $50,000 with a special promotion. They have purchased two mailing lists: one with demographic information for their retail area and one with psychographic information. They want one list that combines both types of information, but they don't want to mail someone twice. What should they do?

A) purge, then merge the lists B) merge, then define the lists C) merge, then purge the lists D) purge, then define the lists E) compile, then convert the lists Answer: C Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 127) Adams Cutlery has always relied upon advertising to market its products to final customers.

However, the marketing team at Adams Cutlery now wants to begin a direct-marketing campaign consisting of a company website, emails to current customers, and an online catalog. Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

A) the ability to increase the range of products the company offers B) a wealth of information about competitors and their products C) more control over customers' interactions with the company D) the ability to learn more about their customers and tailor offerings to fit their needs E) a higher cost-per-contact that could prove to be more cost effective than advertising in mass media Answer: D Difficulty: Moderate Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge

35 ..

Refer to the passage below to answer the questions that follow.

Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline of the ad says "Serious Sun Protection" over a man and a woman dressed head to toe in the protective clothing. The body copy then goes on to tout the benefits of sun protection, the comfort of the company's clothing, and how dermatologists have recommended Solumbria for their patients. The last paragraph of the copy says "For a FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and children, call Sun Precautions: 1-800-882-7860." The ad also provides a Web address.

128) Which of the following best describes the type of advertising described in this scenario?

A) retail advertising B) indirect advertising C) directory advertising D) direct-response advertising E) direct-to-consumer advertising Answer: D Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 129) Which of the direct-marketing objectives does this scenario illustrate?

A) generating leads B) strengthening customer relationships C) testing offers D) following up E) enhancing attitudes Answer: A Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 130) What type of offer does this ad represent?

A) one-step B) two-step C) primary D) secondary E) indirect Answer: B Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 36 ..

131) How does direct marketing benefit customers?

Answer: Customers who have less time for shopping can make purchases on their own schedule, regardless of the time or their geographical location.

Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 132) Why is relationship building particularly important in direct marketing?

Answer: Relationship building is particularly important because profits typically do not come from the first sale; rather, profits flow from subsequent purchases made after the initial purchase.

Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 133) You are developing the offer for a direct-marketing campaign. Explain what is included in the "offer."

Answer: The offer consists of a description of the product, terms of sale, and payment and delivery information. All the variables that are intended to satisfy the needs of the consumer are considered part of the offer. These variables include the price, the cost of shipping and handling, optional features, future obligations, availability of credit, extra incentives, time and quality limits, and guarantees or warranties.

Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 134) Explain how direct-marketing professionals are able to continually evaluate and accurately measure the effectiveness of various offers in a single campaign.

Answer: By employing measurement tools such as tracking printed codes on mail-in responses that identify different offers and using different telephone numbers for each commercial (by time slot, station, or length), the direct-marketing professional can clearly identify those offers that yield the best results and modify the campaign based on those findings.

Difficulty: Moderate Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

37 ..

135) Some advertising students are visiting your agency on a field trip and have asked you to provide some guidance on creating effective direct-response mail. Give them three of the ideas that were given in the text.

Answer: Students can answer any three of the following: (1) Get the attention of the targeted prospect as the envelope comes from the mailbox.

(2) Create a need for the product, show what it looks like, and demonstrate how it is used.

(3) Answer questions, as a good salesperson does, and reassure the buyer.

(4) Provide critical information about product use.

(5) Inspire confidence, minimize risk, and establish that the company is reputable.

(6) Make the sale by explaining how to buy, how to order, where to call, and how to pay for the purchase.

(7) Use an incentive to encourage a fast response.

Difficulty: Difficult Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 136) Identify the five primary tools of direct marketing.

Answer: The primary tools of direct marketing are: catalogs, direct mail, telemarketing, online e-marketing, and direct-response advertising.

Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 137) Converges is a nationwide call center operator and has several call centers in college towns.

They are recruiting on campus, and your roommate is interested because the pay is pretty good and the hours are flexible. However, she doesn't know much about telemarketing, so she asked you about it because you are taking this class. Briefly describe the two types of telemarketing.

Answer: There are two types of telemarketing: inbound and outbound. An inbound or incoming telemarketing call originates with the customer. The consumer can be responding to an ad or a telemarketing message received earlier. Calls originating with the firm are outgoing; these outbound telemarketing calls are the ones that generate the most consumer resistance.

Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

38 ..

138) Infomercials have been around since the emergence of the cable industry in the 1980s and have become a multibillion-dollar industry. Explain what an infomercial is and why, today, it is viewed as a viable medium.

Answer: An infomercial is a direct-response commercial that is typically 30 or 60 minutes long and tends to be played during non-prime time periods. Today, the infomercial is viewed as a viable medium because: (1) Consumers now have confidence in infomercials and the products they sell.

(2) With the involvement of upscale advertisers, the quality of infomercial production and supportive research has improved.

(3) Consumers can be better segmented and infomercials are coordinated with respect to these audiences.

(4) Infomercials can easily be introduced into foreign markets.

Difficulty: Difficult Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 139) Explain what spam is.

Answer: Spam is the term used for unwanted email, or junk email.

Difficulty: Moderate Chapter LO: 16-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 140) Discuss how legitimate direct marketers can respond to the criticisms surrounding email marketing.

Answer: Many companies now use permission marketing, which gives customers an opportunity to opt-in to receive emails from the company. Permission marketing also gives customers an opportunity to opt-out of the service when they no longer need a company's products or services.

Difficulty: Difficult Chapter LO: 16-2 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 141) Jack, a successful businessman, is annoyed by the barrage of junk mail he receives from credit card companies. What would you recommend that Jack do to reduce the credit card solicitations he receives?

Answer: To get off credit card solicitation lists, Jack should call 888-5-OPT-OUT. A recorded message will ask for his contact information, but that's just confirmation. This service already has his contact information; providing it by phone confirms his identity so his request can be processed.

Difficulty: Difficult Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 142) Many companies have developed databases and have begun database marketing. Explain 39 ..

what this means.

Answer: Database marketing is a practice that uses databases to predict trends and monitor consumers to more effectively implement direct-marketing strategies.

Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 143) Identify the four primary objectives of a marketing database.

Answer: (1) To record names of customers, expires (names no longer valid), and prospects (2) To store and analyze responses (3) To store and analyze purchasing performance (4) To continue direct communication with customers Difficulty: Difficult Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 144) Some companies have large databases they have examined to determine who their best customers are. Banks, in particular, have analyzed customer data and have learned that the top 5 percent of their customers are very profitable for the bank and the bottom 5 percent are very unprofitable. Name and describe the concept that many marketers are using to assess the value of customer loyalty.

Answer: Lifetime customer value (LCV) is an estimate of how much purchase volume companies can expect to get over time from various individuals or target markets. LCV is the financial contribution through sales volume of an individual customer or customer segment over a length of time. The calculation is based on known consumption habits plus future consumption expectations. The estimate of the contribution is defined as return on investment—that is, revenue gains as a function of marketing costs.

Difficulty: Moderate Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

40 ..

145) You are a marketer for Yummy Yogurt, and your company has access to GPS data that will allow you to gather information about how long a consumer lingers in front of your product in the grocery aisle. Analysis of this data could potentially generate higher profits for your yogurt client. What are some potential concerns about using this data? Explain your response.

Answer: You should respect the consumers' concerns of privacy. Violations of privacy garner resentment in the consumer. Privacy infringements will eventually erode trust in the field of marketing, and it will erode trust in your client's brand. The future success of the marketing industry is at stake. All research should be done with transparency and used in a thoughtful, respectful way.

Difficulty: Difficult Chapter LO: 16-4 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge Refer to the passage below to answer the questions that follow.

Proactive Solution is a skincare system to help people with acne. Proactive was originally sold only through direct marketing. The consumer had to enroll in the Proactive Solution Clear Skin Club. However, now some large malls have kiosks selling Proactive Solution products without the club membership, but the prices are much higher. Proactive Solution has had one of the longest-running infomercials on television, and its product line is also sold through magazine ads. Through these mediums, consumers can purchase the product directly by calling, mailing, or going through the Internet to submit an order.

146) Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.

Answer: This is direct-response advertising, which is a type of marketing communication that combines the characteristics of advertising (attention-getting visuals, interesting copy, and relevant timing) but also includes an element that allows the reader, viewer, or listener to make a direct response to the advertiser. The contact element can be a toll-free phone number, an order coupon, a request-for-information device, a website or an email address.

Difficulty: Moderate Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking

41 ..

147) The infomercials and print ads allow consumers to purchase directly from the ad itself.

There is a mail-in coupon order form, a toll-free phone number, and a Web address given in the print ad that states, "Call Now!" Some infomercials even state that "calls received within the next 30 minutes will receive '2 Free Bonuses' when ordering." Name and describe the type of offer this is, and explain how it is different from the other type of offer.

Answer: The two types of offers are one-step and two-step. This is an example of a one-step offer because it asks for a direct sales response; it is crucial that there is a mechanism for responding to the offer. A two-step offer is designed to gather leads, answer consumer questions, or get them to visit a store or set up appointments.

Difficulty: Difficult Chapter LO: 16-1 Course LO: Describe the different forms of direct marketing AACSB: Analytical thinking 148) What do you think Proactive Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?

Answer: Databases can be used to keep track of customers and identify prospective customers.

Data are collected based on the customer's behavior and interaction with the company. The information gathered through customer interaction feeds back into the process and becomes an input for the next round of communication efforts. Thus, knowledge of recent customer losses would generate different messages than those sent to current customers.

Difficulty: Difficult Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge 149) Explain which type of direct-mail list is the most important to Proactive.

Answer: A house list is the most valuable to Proactive. This is a list of the marketer's own customers or members, its most important target market.

Difficulty: Moderate Chapter LO: 16-3 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge

42 ..

150) Jill is a member of the Proactive Solution Clear Skin Club. She also received a telephone sales call trying to get her to purchase Proactive make-up. Jill had previously registered her phone number with the national Do Not Call Registry and is upset that she received this call. Can Proactive call her? Explain any restrictions they must be aware of.

Answer: According to the Telemarketing Sales Rule (TSR) enacted by the Federal Trade Commission in 1995, telemarketers are prohibited from calling before 8 a.m. or after 9 p.m.; it imposes strict information disclosure requirements; it prohibits misrepresentative or misleading statements; and it provides for specific payment collection procedures. More recently, FTC regulations require telemarketing firms to identify themselves on caller ID. The most serious restriction on telemarketing comes from various state and national "do-not-call" lists. However, even though a consumer may have registered his or her phone number on this list, companies can still legally phone individuals with whom they have an "existing relationship," which in practice means the consumer has bought a product or has contacted the company within the previous 18 months. Because Jill is a customer, Proactive legally can call her.

Difficulty: Difficult Chapter LO: 16-2 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge

43 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 17 Promotions 1) The media and non-media marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability is categorized as ________.

A) advertising B) public relations C) sales promotion D) personal selling E) event sponsorship Answer: C Difficulty: Easy Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 2) Which of the following is LEAST likely a typical target audience of sales promotion?

A) consumers B) distributors C) sales representatives D) media E) retailers Answer: D Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 3) What is the ultimate goal of sales promotion?

A) consumer action B) brand awareness C) brand identification D) intention to buy E) brand liking Answer: A Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools

1 ..

4) Through the process of ________, results derived from a promotion can be estimated and compared with the projected cost of the effort.

A) investment planning B) payout planning C) added value planning D) allowance analysis E) continuity analysis Answer: B Difficulty: Easy Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 5) Usually the go/no-go decision for a sales promotion is based on the ________.

A) creativity of the program B) expected ROI of the program C) quality of available premiums D) number of channel members E) level of product parity Answer: B Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 6) Promotions are typically LEAST effective at which of the following?

A) creating immediate sales B) reinforcing brand image C) building brand awareness D) changing negative brand attitudes E) generating product trial Answer: D Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 7) Which of the following is NOT a reason for the growth of sales promotion?

A) consumer expectation of constant short-term price reductions B) need for accountability C) power of dominant retailers D) reduction of consumers' risk E) pressure for long-term profits Answer: E Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools

2 ..

8) Sales promotion is often the most effective strategy for increasing sales of a(n) ________.

A) luxury product B) parity product C) business service D) exclusive product E) differentiated product Answer: B Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 9) Sales manuals, training programs, and supportive materials are all examples of ________ promotions.

A) retailer B) partner C) sales force D) trade E) channel Answer: C Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 10) The ________ rate measures the rate at which people use coupons, refunds, or rebates offered in a promotion.

A) parity B) conversion C) retail D) trade E) redemption Answer: E Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 11) Which of the following is the most reasonable criticism of sales promotion?

A) cannot account for results B) can lead to consumer brand insensitivity C) difficult to integrate with other elements of the communications mix D) ineffective in the short term E) difficult to determine specific objectives Answer: B Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools

3 ..

12) Which of the following most accurately describes an objective of advertising?

A) add tangible value to the product or service B) encourage an immediate action C) create a brand image over time D) contribute to short-term profitability E) emphasize price over value Answer: C Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 13) The goal of creating a payout plan is to produce promotions that increase ________.

A) awareness and attachment B) loyalty and attachment C) loyalty and conviction D) awareness and interest E) sales and profits Answer: E Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 14) Which of the following is NOT a type of consumer promotion?

A) price deals B) sampling C) trade deals D) sweepstakes E) premiums Answer: C Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 15) Which of the following is a common consumer price deal?

A) banded packs B) refund C) rebate D) premium E) contest Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools

4 ..

16) A temporary price reduction, sale price, or freebie is known as a ________.

A) refund B) rebate C) price deal D) trade deal E) price-off Answer: C Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 17) The consumer promotion that provides a reduction in the normal price charged for a good or service announced at the point of sale or through mass or direct advertising is known as a ________.

A) prize-pack deal B) cents-off deal C) bonus pack D) banded pack E) coupon Answer: B Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 18) Which of the following provide the consumer with something extra through the package itself?

A) prize-pack deals B) cents-off deals C) samples D) self-liquidator premiums E) coupons Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 19) Which of the following provide the consumer with more units of a product sold at a lower price than if they were bought at the single-unit price?

A) prize-pack deals B) cents-off deals C) bonus packs D) banded packs E) rebates Answer: D Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 5 ..

20) Which of the following are the two types of coupons?

A) refund and rebate B) immediate and delayed C) percentage and cents-off D) retailer and manufacturer E) price cut and added value Answer: D Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 21) ________ coupons can be redeemed only at the specified retail outlet, and ________ coupons can be redeemed at any outlet distributing the product.

A) Retailer-sponsored; manufacturer-sponsored B) Manufacturer-sponsored; retailer-sponsored C) Refund; rebate D) Rebate; refund E) Immediate; delayed Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 22) Which consumer sales promotion is a marketer's offer to return a certain amount of money to the consumer who purchases the product?

A) rebate B) sample C) coupon D) premium E) self-liquidating Answer: A Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 23) A consumer is able to try a product or service through ________.

A) a warranty B) sampling C) a premium D) a specialty E) self-liquidating Answer: B Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 6 ..

24) The consumer promotion that is a tangible reward for a particular act, usually purchasing a product or visiting the point-of-purchase, is known as a ________.

A) sample B) price deal C) contest D) sweepstakes E) premium Answer: E Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 25) What are the two general types of premiums?

A) direct and mail B) free and self-liquidator C) immediate and delayed D) direct and indirect E) retailer-sponsored and manufacturer-sponsored Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 26) Which of the following is NOT a type of direct premium?

A) co-op premiums, given to consumers at the retail site but paid for by the manufacturer B) store premiums, given to customers at the retail site C) in-pack premiums, inserted in the package at the factory D) on-pack premiums, placed on the outside of the package at the factory E) container premiums, in which the package is the premium Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 27) Which type of premium usually requires that a payment be mailed in along with some proof of purchase before the customer receives the premium?

A) indirect premium B) self-liquidator premium C) direct premium D) delayed premium E) retail-sponsored premium Answer: B Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools

7 ..

28) Which type of consumer sales promotion creates excitement by promising "something for nothing" and offering impressive prizes that consumers can win by chance?

A) price deals B) specialty advertising C) sweepstakes D) sampling E) premiums Answer: C Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 29) ________ require participants to compete for a prize or prizes based on some sort of skill or ability.

A) Sweepstakes B) Swag offers C) Contests D) Premiums E) Specialties Answer: C Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 30) ________ require only that participants submit their names to be included in a one-shot drawing or other chance selection.

A) Sweepstakes B) Rebates C) Contests D) Premiums E) Specialties Answer: A Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 31) A ________ is a type of sweepstakes with a longer time frame.

A) game B) contest C) premium D) swag E) specialty Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 8 ..

32) ________ presents the brand's name on something that is given away as a reminder.

Examples include calendars, pens, T-shirts, mouse pads, and so forth.

A) A premium B) A rebate C) A bonus pack D) Specialty advertising E) Specialty sampling Answer: D Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 33) Sampling is generally most effective when reinforced on the spot with a ________.

A) self-liquidator premium B) specialty item C) game D) rebate E) coupon Answer: E Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 34) Which of the following is NOT an objective of consumer promotions such as coupons?

A) generate awareness B) generate trial C) maintain or increase market share D) remind consumers about the brand E) increase profit margins Answer: E Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 35) Which of the following is a type of freebie given away to people who attend special events, such as award ceremonies?

A) sample B) rebate C) swag D) banded pack E) bonus pack Answer: C Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools

9 ..

36) Brokers, distributors, wholesalers, dealers, franchisees, and retailers are referred to as ________.

A) consumers B) trade C) gatekeepers D) suppliers E) merchandisers Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 37) In a practice that is sometimes referred to as ________, trade promotions are directed at distribution channel members.

A) value-added marketing B) payout planning C) channel marketing D) partner relationship management E) customer relationship management Answer: C Difficulty: Easy Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 38) Which of the following is a type of trade promotion?

A) refund B) premium C) point-of-purchase display D) sampling E) rebate Answer: C Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 39) Which of the following is NOT a type of trade promotion?

A) point-of-purchase displays B) retailer kits C) contests D) trade shows and exhibits E) coupons Answer: E Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools

10 ..

40) ________ contain materials that support retailers' selling efforts or that help representatives make sales calls on prospective retailing customers.

A) Promotion kits B) Point-of-purchase kits C) Trade incentives D) Retailer kits E) Spiffs Answer: D Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 41) A manufacturer-designed display distributed to retailers who use it to call their customers' attention to product promotions is known as a ________.

A) trade incentive B) point-of-purchase promotion C) co-promotion D) spiff E) dealer loader Answer: B Difficulty: Easy Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 42) Signs, price cards, and mechanical product dispensers are all examples of ________.

A) advertising specialties B) point-of-purchase materials C) rebates D) spiffs E) dealer loaders Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 43) Print ads that are ready to be sent to the local print media as soon as the retailer or dealer adds identification, location, promotion prices, or other information are known as ________.

A) spiffs B) push incentives C) ad slicks D) ad comps E) dealer loaders Answer: C Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 11 ..

44) Which type of trade promotion rewards a reseller financially for purchase of a certain level of a product or support of a promotion?

A) trade incentives and deals B) contest C) point-of-purchase display D) self-liquidator E) retailer kit Answer: A Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 45) Which are the most common types of trade deals?

A) point-of-purchase displays B) push money and pull money C) spiffs and self-liquidators D) contests and games E) buying allowances and advertising allowances Answer: E Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 46) Companies within the same industry gather to present, demonstrate, and sell their merchandise at ________.

A) dealer loaders B) point-of-purchase promotions C) trade shows D) multiplatform promotions E) event markets Answer: C Difficulty: Easy Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 47) Consumer promotions are most important in which of the following types of strategies?

A) push B) pull C) channel D) wholesale E) intermediate Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools

12 ..

48) Trade promotions are most important in which of the following types of strategies?

A) push B) pull C) end-user D) direct marketing E) one-to-one Answer: A Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 49) Monetary bonuses paid to a store's salesperson based on the units that salesperson sells over a period of time are known as ________.

A) pull money B) spiffs C) loaders D) rebates E) allowances Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 50) ________ are premiums, such as a free trip, that a manufacturer gives to a retailer for buying a certain amount of a product.

A) Bonuses B) Loaders C) Spiffs D) Allowances E) Pulls Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 51) Which of the following types of incentives reward retailers by giving them the display after the promotion period is over?

A) bonuses B) display loaders C) display allowances D) buying allowances E) trade exhibits Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 13 ..

52) Manufacturers may offer a(n) ________ allowance in return for the retailer's agreement to feature the manufacturer's products in its advertising.

A) display B) advertising C) promotion D) buying E) loader Answer: B Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 53) Manufacturers may offer a(n) ________, which may be a set amount of money or a discount, to a reseller who purchases a certain amount of the product during a specified time period.

A) display allowance B) advertising allowance C) promotion allowance D) buying allowance E) loader allowance Answer: D Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 54) ________ is a contractual arrangement between the manufacturer and the resellers, in which the manufacturer agrees to pay a part or all of the advertising expenses incurred by the resellers.

A) Co-op advertising B) Display advertising C) A buying allowance D) An advertising allowance E) A dealer loader Answer: A Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 55) Point-of-purchase displays are provided by ________ and used by ________.

A) retailers; manufacturers B) retailers; consumers C) retailers; direct marketers D) manufacturers; direct marketers E) manufacturers; retailers Answer: E Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 14 ..

56) The best measure of a successful trade promotion is whether ________.

A) brand awareness increases B) the number of channel members increases C) brand loyalty increases D) sales increase E) inventories increase Answer: D Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 57) Trade buyers would most likely have the opportunity to sample products and view product demonstrations at a ________.

A) dealer loader B) sponsored event C) trade show D) point-of-purchase display E) cross promotion event Answer: C Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 58) ________ occurs when companies support an event either financially or by donating supplies and services.

A) Ambush marketing B) Sponsorship C) Co-marketing D) Co-branding E) Tie-in marketing Answer: B Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 59) ________ means building a product's marketing program around a sponsored event, such as the Olympics or a golf tournament.

A) Event marketing B) Sports marketing C) Co-marketing D) Co-branding E) Tie-in marketing Answer: A Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 15 ..

60) Which of the following is NOT a type of sponsorship or event marketing?

A) providing financial support for a sports team B) providing financial support for a festival or fair C) cause marketing D) co-marketing E) providing financial support for an art museum Answer: D Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 61) ________ is the term given to promotional stunts used at events, such as the Olympics, by companies that are not official sponsors of the event.

A) Ambush marketing B) Sponsorship C) Co-marketing D) Co-branding E) Cross promotion Answer: A Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 62) Which of the following is a promotion designed specifically to increase customer retention?

A) event marketing B) loyalty program C) sampling D) rebate E) sweepstakes Answer: B Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 63) Which of the following is NOT an objective of frequency programs?

A) Increase customer retention.

B) Reward customers for their patronage.

C) Increase the purchase levels of current customers.

D) Generate information for customer databases.

E) Attract new customers to replace unprofitable current customers.

Answer: E Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools

16 ..

64) Frequent flyer programs are the model for ________.

A) cross-promotion programs B) continuity programs C) partnership programs D) tie-in promotions E) promotion integration programs Answer: B Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 65) Which of the following is a type of partnership program?

A) continuity program B) licensing C) loyalty program D) frequency program E) sponsorship Answer: B Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 66) ________ involves manufacturers developing marketing communication programs with their main retail accounts, instead of for them.

A) Ambush marketing B) Sponsorship C) Cross promotion D) Co-marketing E) Licensing Answer: D Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 67) When two companies come together to offer a product, the effort is called ________.

A) co-branding B) sponsorship C) cross promotion D) tie-in marketing E) continuity marketing Answer: A Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools

17 ..

68) In which of the following does a company with an established brand "rent" that brand to other companies, allowing them to use its logo on their products and in their advertising and promotional events?

A) co-branding B) sponsorship C) tie-ins D) co-marketing E) licensing Answer: E Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 69) Which of the following is a type of partnership program used by manufacturers of two or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths to achieve a bigger impact in the marketplace?

A) cross promotion B) licensing C) sponsorship D) co-marketing E) co-branding Answer: A Difficulty: Easy Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 70) Which of the following is a general rule for how promotions should be designed?

A) to appeal to consumers only B) to appeal to channel members only C) to replace costly advertising D) to work independently of other brand communications E) to work within a mix of brand communications Answer: E Difficulty: Moderate Chapter LO: 17-5 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 71) Sales promotion not only targets consumers, but intermediaries and sales representatives as well.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools

18 ..

72) Sales promotion is primarily designed to motivate people to act by offering incentives.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 73) Until the 1980s, promotion was the dominant tool in marketing communication.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 74) Shoppers today have come to expect frequent if not constant short-term price reductions.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 75) Shoppers today are more brand loyal, so promotion incentives have to provide substantial incentives to encourage brand switching.

Answer: FALSE Difficulty: Difficult Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 76) Advertising is often more effective than sales promotion for increasing sales of a parity product when the products in the category are largely undifferentiated.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 77) Sales-force promotions include two general sets of promotional activities directed at salespeople: (1) activities that better prepare salespeople to do their jobs and (2) incentives that motivate salespeople to work harder.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 78) In comparison to sales promotion, advertising is usually viewed as a longer term investment.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools

19 ..

79) One disadvantage of promotions is that, although they can help introduce a new product and create brand awareness, they cannot create an immediate consumer response.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 80) Promotions add tangible value to the good or service and can contribute greatly to the profitability of the brand.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 81) Response rates and redemption rates are used to evaluate the effectiveness of promotional programs.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 82) A price deal is a temporary price reduction or a sale price.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 83) The two general types of coupons are immediate and delayed.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 84) Store premiums, in-pack premiums, and on-pack premiums are all types of self-liquidator premiums.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 85) Specialty advertising presents a brand's name on something that is given away as a reminder, such as a pen, cap, or mouse pad.

Answer: TRUE Difficulty: Easy Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 20 ..

86) Sweepstakes and contests are effective promotional tools for driving people to marketers' websites.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Information technology 87) The Internet is useful for sampling.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Information technology 88) Local business owners are able to offer coupons to potential consumers through social sites such as Groupon.com and Foursquare.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Information technology 89) A manufacturer-designed display distributed to retailers who use it to call their customers' attention to product promotions is known as a spiff.

Answer: FALSE Difficulty: Easy Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 90) Creating a high level of excitement about the product among distribution channel members responsible for the product's sale is one of the most important functions of a trade promotion.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 91) A trade network is where companies within the same industry gather to present and sell their merchandise, as well as to demonstrate their products.

Answer: FALSE Difficulty: Easy Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools

21 ..

92) Spiffs are monetary bonuses paid to a store's salesperson based on the units that salesperson sells over a period of time.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 93) The objective of point-of-purchase promotions is long-term sales rather than short-term sales spikes.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools 94) Ambush marketing is the term given to promotional stunts used at events by companies that are not official sponsors.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 95) A tie-in involves manufacturers developing marketing communication programs with their main retail accounts, instead of for them.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 96) Marketers license their brand identity to other manufacturers because it makes them money and extends their brand visibility.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 97) Tie-ins are successful because brands can leverage similar strengths to achieve a bigger impact in the marketplace.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools

22 ..

98) Because of the Great Recession, the use of cause marketing as a promotion tool is decreasing.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 99) In most cases, advertising is not needed to support promotions.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-5 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 100) Promotions and advertisements for a brand should share a common strategy and voice.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-5 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 101) One reason for the growth of sales promotion is that it reduces the consumer's risk of trying a new product by giving something of added value to motivate action.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools 102) Rebate and refund mean basically the same thing.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 103) Games and sweepstakes are both types of contests, only differing by the length of time they run.

Answer: FALSE Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools 104) Companies undertake sponsorships to build brand associations and to increase the perceived value of the brand in consumers' minds.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 23 ..

105) Loyalty programs that require membership are popular with marketers because they also generate information for customer databases.

Answer: TRUE Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools 106) Discuss five reasons for the growth of sales promotion.

Answer: Students can discuss any five of the following reasons: (1) There is an increased pressure for short-term profits, which sales promotions deliver.

(2) Sales promotions are relatively easy to evaluate in terms of their impact on sales. This accountability makes sales promotion more attractive in a time when every brand communication dollar needs to show its return on investment.

(3) Traditional mass media costs have escalated to the point that alternative media must be considered.

(4) It is relatively easy and quick to determine whether a sales promotion strategy has accomplished its objectives because there is usually an immediate response of some kind.

(5) Sales promotions reduce consumers' risk. From their perspective, sales promotion reduces the risk associated with a purchase by giving them something of added value.

(6) Shoppers are better educated, more selective, and less loyal to brand names than in the past, which means they are more likely to switch brands. Promotions encourage this switching.

(7) Consumers have come to expect constant short-term price reductions, such as coupons, sales, and price promotions.

(8) In most industries, the battle is for market share rather than general product growth. Sales promotion encourages people to switch products, increasing market share.

(9) Sales promotion is often the most effective strategy for increasing the sales of a parity product when the products in the category are largely undifferentiated. When the products are similar, promotions become the tie-breaker in the consumer's decision making.

(10)Dominant retailers such as Walmart demand a variety of promotional incentives before allowing products into their stores.

Difficulty: Difficult Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

24 ..

107) Name and describe the four types of consumer promotions.

Answer: The most common types of consumer promotions are: (1) Price deals: A temporary price reduction or a sale price. There are four common price deals.

A cents-off deal is a reduction in the normal price charged for a good or service announced at the point of sale or through mass or direct advertising. A price-pack deal provides the consumer with something extra through the package itself (e.g., a prize in the cereal box). Bonus packs contain additional amounts of the product free when consumers purchase the standard size at the regular price. Banded packs are more units of a product sold at a lower price than if they were bought at the regular, single-unit price.

(2) Coupons: Provide a discount on the price of a product. The two general types are retailer coupons and manufacturer coupons. Retailer-sponsored coupons can be redeemed only at the specified retail outlet. Manufacturer-sponsored coupons can be redeemed at any outlet distributing the product.

(3) Refunds and rebates: A marketer's offer to return a certain amount of money to the consumer who purchases the product.

(4) Sampling: Allows the consumer to try the product or service for free.

(5) Contests and Sweepstakes: Create excitement by promising "something for nothing" and offering impressive prizes. Contests require participants to compete for a prize based on some sort of skill or ability. Sweepstakes require only that participants submit their names to be included in a drawing or other chance selection. A game is a type of sweepstakes, but it differs from a one-shot drawing type of sweepstakes because the time frame is longer.

(6) Premiums: Tangible rewards for a particular act, usually purchasing a product or visiting the point-of-purchase. Premiums add value to the product. The two types are direct and mail. Direct premiums award the incentive immediately, at the time of purchase. Direct premiums can be store premiums, in-pack premiums, on-pack premiums, or container premiums. Mail premiums require the customer to take some action before receiving the premium. A self-liquidator premium usually requires that a payment be mailed in along with some proof of purchase before the consumer receives the premium.

(7) Specialties (Specialty Advertising): Presents the brand's name on something that is given away as a reminder, such as a calendar, pen, or cap.

Difficulty: Difficult Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

25 ..

108) Describe four purposes of consumer promotions.

Answer: Consumer promotions can be used to: (1) Create awareness: Sometimes awareness can be increased when advertising is combined with an appropriate promotion to call attention to the brand name in order to get people to try the product.

(2) Encourage trial: Sales promotion does this by arranging for experiences, such as special events where people can try the product or see it demonstrated. Trial is one of sales promotion's most important objectives; however, the important thing is to get the right people—the targeted audience—involved with the product. Sales promotion has other tools that lead to trial, such as sampling. Another way sales promotion can motivate people to try a new product is to offer a price deal. Coupons may encourage trial, induce brand switching, and reward repeat business.

(3) Maintain or increase market share: Sales promotion is used to convince prospective users to switch from an established competing brand. A price deal can be used to reward loyal users in order to encourage their repeat business. To maintain a brand's presence or increase its market share after it is launched, marketers use promotional tools such as coupons, premiums, special events, and contests and sweepstakes. In addition to serving as a reward for buying a product, premiums can enhance an advertising campaign or brand's image.

(4) Serve as a brand reminder: You can change advertising copy to remind customers about the positive experience they had with the product and use sales promotion to reinforce their loyalty with coupons, rebates, and other rewards. Specialty advertising serves as a reminder to reconsider the product. It also builds relationships through items given away as new-year or thank-you gifts.

Difficulty: Difficult Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

26 ..

109) Name and describe the five types of trade promotions.

Answer: The types of trade promotions are: (1) Point-of-purchase displays: Manufacturer-designed displays distributed to retailers who use them to call their customers' attention to product promotions.

(2) Retailer (dealer) kits: Materials that support retailers' selling efforts or that help representatives make sales calls on prospective retailing customers. The kits contain supporting information, such as detailed product specifications, how-to display information, and ad slicks.

(3) Trade incentives and deals: A manufacturer may reward a reseller financially for purchase of a certain level of a product or support of a promotion. The retailer promotional efforts can take the form of special displays, extra purchases, superior store locations, or greater local promotion.

In return, retailers can receive special allowances, such as discounts, free goods, gifts, or cash from the manufacturer. The most common types are buying allowances for increasing purchases and advertising allowances, which include deals on cooperative advertising and display allowances.

(4) Contests: Used to motivate resellers. Contests are far more common than sweepstakes, mainly because resellers find it easy to tie contest prizes to the sale of the sponsor's product.

(5) Trade shows and exhibits: A trade show is where companies within the same industry gather to present and sell their merchandise, as well as to demonstrate their products. Exhibits are spaces that are designed to showcase the product.

Difficulty: Difficult Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

27 ..

110) Name and describe the four partnership programs discussed in your text.

Answer: (1) Co-marketing: Manufacturers develop marketing communication programs with their main retail accounts, instead of for them. Co-marketing can strengthen relationships between manufacturers and retailers. Programs are usually based on the lifestyle and purchasing habits of consumers who live in the area of a particular retailer. The partnership means that the advertising and sales promotion build equity for both parties.

(2) Co-branding: Two companies come together to offer a product. Both companies collaborate in the product's design and promotion.

(3) Licensing: Legally protected brand-identity items, such as logos, symbols, and brand characters must be licensed: a legal contract gives another company the right to use the brandidentity element. The company with an established brand "rents" that brand to other companies, allowing them to use its logo on their products and in their advertising and promotional events.

They do this because it makes them money and extends their brand visibility.

(4) Tie-ins (cross promotions): A tie-in is an effective strategy for marketers using associations between complementary brands to make one plus one equal three. The intention is to spur impulse sales. Ads are designed to tie the two products together, and the sponsoring companies share the cost of the advertising. The reason for success is that brands can leverage similar strengths to achieve a bigger impact in the marketplace.

Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 111) Devon planned and implemented a promotion for Just Jeans, a trendy clothing store. The promotion was popular and brought in a significant number of new customers, but Just Jeans ended up losing money rather than making a profit through the promotion. In which of the following did Devon most likely make a mistake?

A) brand integrating B) cross promoting C) sampling D) payout planning E) media buying Answer: D Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

28 ..

112) Which of the following is an example of a sales promotion?

A) a news release encouraging voters to support a new bond issue for a local elementary school B) a staged dance routine promoting a new product in a busy public place C) a coupon for $5 off a visit to an amusement park D) a listing of all the television programs to be shown by Charter Cable the week of March 16 E) a plan to increase ice cream sales by adding two new flavors Answer: C Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 113) Melissa was in the grocery store to purchase lunch food and snacks for her family. She was in the cookie aisle and noticed small neon-colored signs attached to the shelf holding a brand she is interested in. The sign read "Was $3.59, now $2.89!" What type of consumer price deal is this?

A) cents-off deal B) price-pack deal C) bonus pack D) banded pack E) coupon Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 114) Lee was in a drug store to purchase some toiletry items. He picked up his favorite brand of toothpaste and noticed that the package said "30 percent more FREE." He noticed that the price was what he normally pays for that toothpaste. Which type of consumer price deal is this?

A) cents-off deal B) price-pack deal C) bonus pack D) banded pack E) coupon Answer: C Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

29 ..

115) Sue found a coupon for $2.00 off of Post's Raisin Bran breakfast cereal in her favorite magazine. Which type of coupon is this?

A) manufacturer-sponsored B) retailer-sponsored C) co-op D) instant E) self-liquidator Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 116) When Kodak wanted to create excitement for its line of digital cameras, the company encouraged consumers to submit pictures electronically in the "Kodak Moments" promotion.

Judges selected a grand prize winner to receive a vacation for four to Disney World, with several other lower-level winners receiving Kodak products. What type of consumer promotion was this?

A) coupon B) sweepstakes C) game D) contest E) premium Answer: D Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 117) Tropicana Orange Juice had a promotion in which consumers could send in 10 UPC symbols along with $4.95 for shipping and handling and receive a nice Hawaiian shirt in return.

Which type of premium is this?

A) store premium B) in-pack premium C) on-pack premium D) container premium E) self-liquidator premium Answer: E Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

30 ..

118) When promoting Corn Crunchies, marketers wanted to emphasize a clear benefit of the product by arranging experiences that invite people to use the product. What was the most likely objective for this promotion?

A) increasing market share B) changing price position C) stimulating trial D) building awareness E) reminding consumers about the brand Answer: C Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 119) Which of the following promotions would a marketer be most likely to use to build relationships with customers and to remind customers about the brand?

A) cents-off deals B) sampling C) rebates D) specialty items E) refunds Answer: D Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 120) Beverly works at a specialty kitchen store. The manufacturer of a brand of gourmet mustard that is sold through her store pays her $1.00 for every jar she sells to consumers. What is this called?

A) a retailer kit B) a contest C) a spiff D) a loader E) a buying allowance Answer: C Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

31 ..

121) A beer manufacturer offered grocery stores an elaborate display to position near store entrances. The display included a picnic table, a gas barbeque, coolers to hold beer, and several lounge chairs. Larger stores even had a jet ski included in the display. For their efforts, the manager of each participating store could keep the items in the display. What type of incentive is this?

A) dealer loader B) bonus C) buying allowance D) retailer kit E) cooperative allowance Answer: A Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 122) Manufacturers direct more sales promotion dollars toward ________ than to ________.

A) consumers; retailers B) customers; wholesalers C) retailers and wholesalers; consumers D) salespeople; retailers E) retailers; wholesalers Answer: C Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 123) Monty Boyd travels frequently on West Coast Airlines for his job as an account manager.

Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following?

A) publicity B) ambush marketing C) premium reward D) sweepstakes program E) frequency program Answer: E Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

32 ..

124) Kerri is working out a sales promotion plan for a client who is launching a new product.

Which of the following would Kerri be LEAST likely to recommend to encourage trial of this new product?

A) sampling B) coupons C) price deals D) sweepstakes E) special events where the consumer can try the product Answer: D Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 125) Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

A) Did the promotion run too long or too short?

B) Did customers enjoy the events associated with the promotion?

C) Did customers search the promotion's website for additional product information?

D) Did the promotion increase purchases from current customers or attract new customers?

E) Did the distribution of the promotional information match consumer expectations and needs?

Answer: D Difficulty: Difficult Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge

33 ..

Refer to the passage below to answer the questions that follow.

Everyone knows McDonald's, the worldwide fast food chain. McDonald's has used consumer promotions for years. Restaurants offer a kids' Happy Meal that always includes a toy, and oftentimes the package itself is a promotion, such as pumpkin buckets at Halloween. McDonald's has also used a promotion patterned after the popular Monopoly game, in which everyone wins something small, like a soft drink or french fries, but one participant could win $1 million dollars. The Monopoly promotion usually lasts several months. McDonald's also participates in promotions with movies, such as Star Wars and several Disney movies. Another promotion McDonald's is considering is a program that will give consumers one free Happy Meal for every 10 they purchase.

126) What type of consumer promotion is the toy in the Happy Meal?

A) direct premium B) self-liquidator premium C) sample D) price deal E) game Answer: A Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 127) Maria won $1 million playing Monopoly at McDonald's. What type of consumer promotion is this?

A) direct premium B) self-liquidator premium C) contest D) price deal E) game Answer: E Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

34 ..

128) What type of premium is the Happy Meals pumpkin bucket?

A) in-pack premium B) on-pack premium C) container premium D) bonus pack E) self-liquidator premium Answer: C Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 129) The promotion in which customers receive one Happy Meal for every 10 they purchase is best described as a ________.

A) price deal B) premium C) tie-in D) refund E) loyalty program Answer: E Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 130) What type of partnership program does McDonald's enter into when its promotions are related to movies?

A) co-marketing B) co-branding C) specialty D) cross promotion E) loyalty program Answer: D Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 131) Why do some marketers see a conflict between brand building and promotions?

Answer: Brand-building is a long, time-consuming process of establishing a brand's image and meaning, but promotion is inherently short-term. Promotion's short-term focus on action, particularly through the use of price deals, can undercut a brand's image, carefully constructed through other more long-term brand communication tools.

Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 35 ..

132) Compare and contrast bonus packs and banded packs.

Answer: Both bonus packs and banded packs are types of price deals. Bonus packs contain additional amounts of the product free when consumers purchase the standard size at the regular price. Banded packs are more units of a product sold at a lower price than if they were bought at the regular single-unit price; sometimes the products are physically packaged together, such as bar soap or six-packs of soft drinks.

Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 133) Clinique and other cosmetic counters at department stores frequently have gift-withpurchase promotions in which customers receive a nice cosmetics bag filled with lotions, makeup, and other items such as brushes and mirrors. For really nice gifts, customers have to pay a certain amount, such as $29.99, but they usually get a larger bag and several full-sized products that would cost considerably more if they had purchased them separately. What type of promotion is this, and why is it used?

Answer: This is an example of a premium. A premium is a tangible reward for a particular act, usually purchasing a product or visiting a point-of-purchase. Premiums are a type of incentive that work by adding value to the product, and they are either free or low in price. The two general types of premiums are direct and mail. This is an example of a direct premium.

Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 134) An advertising agency's client wants to use the Internet for sales promotion programs.

Discuss two types of sales promotions that are appropriate for this medium.

Answer: There are a number of ways advertisers can use the Internet for sales promotion programs, including sampling, sweepstakes and contests, price deals, and coupons. Sampling has been a mainstay of interactive promotions on the Internet. There are also freebie portals that have offers for free goods. Sweepstakes and contests are effective promotional tools for driving people to marketers' Internet sites. Some sites offer price promotions only to online purchasers. Finally, coupons can be delivered via the Internet.

Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge

36 ..

135) You are planning a presentation on why marketers use consumer promotions. What are the reasons you would include in your presentation?

Answer: Marketers use consumer promotions to generate awareness, generate trial of the brand, maintain or increase market share, and to remind consumers about the brand.

Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 136) In what types of situations are price deals most likely to be effective?

Answer: Price deals are most likely to be effective when price is an important factor in the purchase decision and when consumers are not brand loyal.

Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 137) Louis is a food broker who calls on independently owned grocery stores in Louisiana and Mississippi. Part of his job is to assist grocers with product displays. Manufacturers provide information for him in the form of retailer kits. Describe this type of trade promotion.

Answer: Retailer kits (or dealer kits) are materials that support retailers' selling efforts or help representatives make sales calls on prospective retailing customers. These kits are often designed as sales kits. The kits contain supporting information, such as detailed product specifications, how-to display information, and ad slicks—print ads that are ready to be sent to the local print media as soon as the retailer or dealer adds identification, location, promotion, price, or other information.

Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 138) What is the difference between a push strategy and a pull strategy? How do these two strategies work together?

Answer: Advertising, consumer promotion, and publicity stories can influence consumers to demand a product; these are all pull strategies because consumers will go to the retailer and ask for the product, which will "pull" the product through the channel. A push strategy pushes the product through the channel by convincing (motivating or rewarding) members of the distribution network to carry the product. Using both strategies at the same time can result in greater sales, as both consumers and channel members are excited about the product.

Difficulty: Difficult Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

37 ..

139) Compare and contrast the trade promotions of bonuses and dealer loaders.

Answer: Both bonuses and dealer loaders are common incentives used with retailers as part of a push strategy. A monetary bonus (push money or spiffs) is paid to a store's salesperson based on the units that salesperson sells over a period of time. A dealer loader goes to the dealer, or retailer, rather than the salesperson. The dealer receives premiums from the manufacturer for buying a certain amount of a product.

Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 140) Bob watched the Cadillac Golf Classic last weekend on television. Name and describe the type of promotion and explain why companies use this kind of promotion.

Answer: Sponsorships occur when companies support an event, such as a sporting event, concert, or charity, either financially or by donating supplies and services. Event marketing means building a product's marketing program around a sponsored event, such as the Cadillac Golf Classic. Companies undertake sponsorships to build brand associations and to increase the perceived value of the brand among consumers. The events also give sales representatives the opportunity to interact with prospective and current customers in a social environment, which builds the image and reputation of the company as well as supporting lead generation and customer-reward programs.

Difficulty: Difficult Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 141) Nike was not a sponsor of the Olympics, but during a summer Olympics, Nike ran a "Bronze, Silver, and Gold" promotion while the games were occurring. Name and describe this marketing activity.

Answer: Ambush marketing is the term given to promotional stunts used at events, such as the Olympics, by companies that are not official sponsors.

Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 142) How have loyalty programs become reward programs?

Answer: Loyalty programs, also called continuity or frequency programs, are promotions to increase customer retention. Marketers typically design loyalty programs to keep and reward customers for their continued patronage. Typically the higher the purchase level, the greater the benefits.

Difficulty: Moderate Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

38 ..

143) Gucci allows manufacturers of complementary products to use its brand identity on their products. What is this called, and why does Gucci do this?

Answer: This is called licensing, which is a legal contract giving another company the right to use the brand-identity element. In brand licensing, a company with an established brand (e.g., Gucci) "rents" that brand to other companies, allowing them to use its logo on their products and in their advertising and promotional events. Gucci does this because it is profitable and it extends their brand visibility.

Difficulty: Difficult Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 144) Stephanie has a Target Visa card. It's a regular Visa card, but when she uses it at a Target store, her child's school receives 1 percent of her purchase. When she uses the card elsewhere, the school receives 0.5 percent of her purchase. In fact, the school has helped sign up people for the cards by sending brochures home with every student, and now the school receives $500– $2,000 every quarter from Target. What types of promotion are represented in this scenario?

Answer: This is a type of partnership program called co-branding, which involves two companies (i.e., Visa and Target) coming together to offer a product. This is also a type of sponsorship, that is, support of a cause (e.g., education) and a type of loyalty program.

Difficulty: Difficult Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 145) What type of sales promotion would benefit a political candidate the most?

Answer: A political candidate would likely benefit most from using specialty advertising items such as pencils or pens with the candidate's name or T-shirts with the candidate's name and/or photograph.

Difficulty: Moderate Chapter LO: 17-2 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge

39 ..

146) Discuss two differences between advertising and sales promotion to help him better understand each tool's strengths and weaknesses.

Answer: Although advertising and promotion both contribute to the effectiveness of a marketing communication plan, they have four differences: (1) Advertising creates a brand image over time; sales promotion creates immediate action.

(2) Advertising relies on emotional appeals; promotion's added value strategies rely on rational appeals, whereas impulse appeals use emotion.

(3) Advertising adds intangible value to the product or service through image; sales promotion adds tangible value to the product or service.

(4) Advertising contributes moderately to short-term profitability; sales promotion contributes greatly to short-term profitability.

Difficulty: Difficult Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge Refer to the passage below to answer the questions that follow.

Kraft is known for its cheese products, but the company also manufactures several consumer packaged goods products, such as mayonnaise, salad dressing, barbeque sauce, macaroni and cheese, and other types of food products sold in grocery stores. A large portion of Kraft's marketing communication budget is spent on incentives such as sales contests and retail kits.

147) What kind of audience is Kraft targeting with incentives to get its products to consumers in the stores?

Answer: In this case, Kraft is targeting the trade, such as wholesalers and retailers.

Difficulty: Moderate Chapter LO: 17-1 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking 148) What is the most likely objective of Kraft's trade promotion activities?

Answer: Kraft is targeting the trade, and the two primary roles for a trade promotion are: (1) Trade support: To stimulate in-store merchandising or other trade support, such as feature pricing, superior store location, or shelf space.

(2) Excitement: To create a high level of excitement about the product among those responsible for its sale.

Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

40 ..

149) What type of promotion could Kraft provide to retailers to call their customers' attentions to Kraft's products?

Answer: One type of promotion Kraft could provide retailers is a manufacturer-designed display to call customers' attention to product promotions. This is known as point-of-purchase display.

Difficulty: Moderate Chapter LO: 17-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 150) James was with his mother in the grocery store, and near the cheese section he saw that there was a cardboard display filled with little soccer balls. James saw them, grabbed one, and immediately started dribbling it down the aisles of the store. His mother looked more closely at the display and learned that the soccer ball was free with the purchase of two Kraft cheese products that were on the shelf nearby. What type of consumer promotion is this? What kind of trade promotion is this?

Answer: The cardboard structure with the soccer balls is a point-of-purchase display. The offer for the soccer ball is an example of a direct premium, a type of consumer promotion.

Difficulty: Difficult Chapter LO: 17-4 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Analytical thinking

41 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 18 The Principles and Practice of IMC 1) Which of the following enables consumers to self-select themselves into a brand's target market?

A) total communication strategies B) 360-degree communication C) spherical marketing D) permission marketing E) mission marketing Answer: D Difficulty: Easy Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing 2) ________ are the various ways a consumer comes in contact with a brand while ________ are the brand experiences that affect a consumer's feelings about a brand.

A) Touch points; critical touch points B) Touch points; contact points C) Contact points; touch points D) Contact points; critical points E) Touch points; critical points Answer: C Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 3) Touch point strategies and programs are sometimes referred to as ________.

A) mission marketing B) permission marketing C) experiential marketing D) spherical marketing E) direct marketing Answer: C Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing

1 ..

4) One goal of integration is ________, making all of the marketing communications work together so that the whole is greater than the sum of its parts.

A) localization B) synergy C) adaptation D) development E) standardization Answer: B Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 5) Which of the following is NOT a basic concept of IMC? A) Strategic consistency drives synergy.

B) Stakeholders overlap and so do their messages.

C) External brand integration requires internal integration.

D) Brand value drives brand relationships.

E) People automatically integrate brand messages and experiences.

Answer: D Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 6) The idea of ________ means that no matter the consumer's angle of vision, the brand always looks the same.

A) multimedia marketing B) standardization C) mission branding D) multiplatform marketing E) spherical branding Answer: E Difficulty: Easy Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing

2 ..

7) According to Stan Richards, three-part positioning includes identifying which of the following?

A) target audience, media plan, and competitors B) target audience, competitors, and most meaningful brand benefit C) media plan, competitors, and most meaningful brand benefit D) target audience, brand personality, and competitors E) brand personality, competitors, and most meaningful brand benefit Answer: B Difficulty: Difficult Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 8) Which of the following is NOT a part of the typical IMC plan?

A) situation analysis B) marcom mix C) management and campaign controls D) message strategy E) product development Answer: E Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 9) The first step in IMC planning is ________.

A) backgrounding B) targeting C) positioning D) setting objectives E) selecting media Answer: A Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 10) A SWOT analysis is used in the ________ step of developing an IMC plan.

A) budgeting B) targeting C) situation analysis D) message strategy E) objectives Answer: C Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 3 ..

11) In a SWOT analysis, which of the following would be considered a strength?

A) another company's weakness B) a strong economy C) a leading position in a product category D) another company's loss of market share E) an economic downturn Answer: C Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 12) In a SWOT analysis, which of the following would be considered a threat?

A) a loss of market share B) a strong economy C) a loss of stock value D) another company's loss of market share E) an economic downturn Answer: E Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 13) IMC planning would be LEAST likely to address and solve which of the following problems?

A) brand image B) product price C) brand perception D) knowledge of product E) consumers' attitude toward the product Answer: B Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 14) An IMC campaign strategy focused on share of wallet seeks to ________.

A) increase the size of the market B) introduce a new product C) extend a brand name D) increase the amount customers spend on the brand E) establish a market leader position Answer: D Difficulty: Easy Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 4 ..

15) When using a ________ in setting objectives, a planner uses a comparable effort, such as a similar product or prior campaign, to set a logical goal.

A) baseline B) target C) benchmark D) schedule E) platform Answer: C Difficulty: Easy Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 16) Which of the following is NOT a requirement of a measurable objective?

A) a specific effect that can be measured B) a baseline C) a time frame D) a budget E) a percentage change Answer: D Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 17) The term ________ refers to any group of people who have an interest in the success of a company or brand.

A) employee B) shareholder C) stakeholder D) regulator E) partner Answer: C Difficulty: Easy Chapter LO: 18-2 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

5 ..

18) Employees, investors, business partners, and government bodies are all stakeholder audiences at the ________ level.

A) corporate B) marketing C) branding D) internal E) marcom Answer: A Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 19) Consumers, competitors, distributors, and suppliers are all stakeholder audiences at the ________ level.

A) corporate B) marketing C) branding D) internal E) marcom Answer: B Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 20) Internal marketing targets ________ to get their support or buy-in for marketing communication programs.

A) regulatory bodies B) retailers C) suppliers D) media E) employees Answer: E Difficulty: Easy Chapter LO: 18-2 Course LO: Identify factors that influence a company's microenvironment and macroenvironment

6 ..

21) Which of the following refers to the central concept that makes a brand different and distinctive from all other brands in its product category?

A) brand position B) brand target C) brand personality D) brand value E) brand essence Answer: E Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 22) Reaching wide audiences through mass media, acquiring new customers, establishing brand image and personality, and defining brand position are all objectives for the IMC tool of ________.

A) advertising B) public relations C) trade sales promotion D) point-of-purchase E) packaging Answer: A Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 23) Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

A) direct marketing B) guerilla marketing C) advertising D) point-of-purchase E) public relations Answer: D Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

7 ..

24) Stimulating buzz, creating curiosity and excitement, and providing opportunity for involvement are all objectives for the IMC tool of ________.

A) packaging B) guerilla marketing C) advertising D) sales promotion E) public relations Answer: B Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 25) One of the primary effects of trade sales promotions is to ________.

A) reach a wide audience through mass media B) create conviction in consumers C) reinforce consumer satisfaction D) energize the sales force E) create a brand reminder Answer: D Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 26) One of the primary effects of packaging is to ________.

A) create participation B) maximize credibility and likability C) deliver product information D) create conviction E) reward behavior Answer: C Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

8 ..

27) In traditional media, the synergistic effect of cross-media integration is referred to as ________.

A) image transfer B) strategic consistency C) brand essence D) multiplatform marketing E) standardization Answer: A Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 28) Using the ________ for budgeting, the budget is determined based on last year's budget, typically with a percentage increase for inflation.

A) percentage-of-sales method B) objective-task method C) historical method D) competitive method E) all you can afford method Answer: C Difficulty: Easy Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 29) Using the ________ for budgeting, the budget is determined by estimating how much it will cost to accomplish the objectives for each promotional activity.

A) percentage-of-sales method B) objective-task method C) historical method D) competitive method E) all you can afford method Answer: B Difficulty: Easy Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 30) Using the ________ for budgeting, the budget is determined based on a comparison of the total brand sales and the total marcom budget during the previous years.

A) percentage-of-sales method B) objective-task method C) historical method D) competitive method E) all you can afford method Answer: A Difficulty: Easy Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 9 ..

31) Using the ________ for budgeting, the budget is determined based on whatever is left over after other budget responsibilities have been met.

A) percentage-of-sales method B) objective-task method C) historical method D) competitive method E) all you can afford method Answer: E Difficulty: Easy Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 32) Using the ________ for budgeting, the budget is determined based on a comparison to what other companies in the product category are spending.

A) percentage-of-sales method B) objective-task method C) historical method D) competitive method E) all you can afford method Answer: D Difficulty: Easy Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 33) Share of media voice is an indication of ________.

A) profit margins B) advertising expenditures C) the sales-expenses ratio D) share of wallet E) product positioning Answer: B Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 34) Using the percentage-of-sales method of budgeting, the ratio of advertising expenditures to sales from the previous year is multiplied by ________ to determine the new advertising budget.

A) the competition's sales B) share of media C) share of market D) last year's sales E) next year's sales forecast Answer: E Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 10 ..

35) Which of the following are two strategies for global advertising programs?

A) market-orientation and culture-orientation B) standardization and localization C) short-term and long-term D) high-context and low-context E) structured and unstructured Answer: B Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global 36) Which of the following is NOT a planning approach for creating global campaigns?

A) local initiative B) centrally conceived campaigns C) variations on central campaigns D) top-down creativity E) bottom-up creativity Answer: D Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global 37) A firm that exercises tight central international control over its advertising is likely to adopt a ________ strategy for an international IMC campaign.

A) localized B) low-context C) high-context D) standardized E) culture-oriented Answer: D Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global

11 ..

38) The practice called search and reapply is typically used in the ________ approach to planning an international IMC campaign.

A) centrally conceived B) bottom-up creativity C) local initiative D) standardized E) lead agency Answer: C Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 39) In a ________ campaign, a task force or work team is assembled from around the world to agree on a basic strategy as the foundation for the campaign.

A) centrally conceived B) bottom-up creativity C) local initiative D) standardized E) lead agency Answer: A Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 40) The office that develops the approved campaign is designated the ________ and develops all the necessary elements of the campaign and prepares a standards manual for use in other countries.

A) agency-of-record B) lead agency C) contextual agency D) planning agency E) buying agency Answer: B Difficulty: Easy Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global

12 ..

41) Which of the following approaches to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign?

A) centrally conceived B) bottom-up creativity C) local initiative D) standardized E) lead agency Answer: B Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 42) Which of the following statements regarding planning a global advertising strategy is true?

A) The problem of managing brand consistency is largely responsible for limiting most global marketing objectives to awareness and recall.

B) The globalization/localization debate is really about budgeting.

C) It is not advantageous to conduct research in each international market that is entered.

D) Consumer buying motivations are basically the same in every country.

E) The execution of a global campaign is no more complex than executing a national plan.

Answer: A Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 43) Which of the following is NOT a reason that execution of a global campaign is usually more complex than a national plan?

A) The creative may need to be reshot with local models and settings, as well as language.

B) There may be favoritism toward local companies.

C) Government approval of television commercials can be difficult.

D) Agencies often are not available to assist the advertiser in executing a global campaign.

E) Language is a problem for a campaign dependent on words rather than visuals.

Answer: D Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication

13 ..

44) In planning an international IMC campaign, vertical integration refers to coordinating the ________.

A) budgeting method in all countries and regions involved in the plan B) key planning decisions across all the marcom tools C) purchasing of media through a single agency D) timing of the campaign in all countries and regions involved in the plan E) supply chain in all countries and regions involved in the plan Answer: B Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 45) In planning an international IMC campaign, horizontal integration refers to coordinating across all ________.

A) budgets B) marcom tools C) media outlets D) regions and countries E) agencies Answer: D Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 46) Total communication over the life of a brand is referred to as ________.

A) lifetime customer value B) lifetime customer communication C) the marketing mix D) 360-degree communication E) the integrated marketing campaign Answer: D Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

14 ..

47) ________ means adopting a good cause and helping in its fund-raising and other communityoriented efforts.

A) Social marketing B) Cause marketing C) Capital marketing D) Nonprofit marketing E) Development marketing Answer: B Difficulty: Easy Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Ethical understanding and reasoning 48) ________ links a company's mission and core values to a cause that connects with the company's and its customers' interests.

A) Social marketing B) Cause marketing C) Mission marketing D) Nonprofit marketing E) Development marketing Answer: C Difficulty: Easy Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Ethical understanding and reasoning 49) Which of the following should be used to prevent the delivery of inconsistent messages through departmental marcom silos?

A) co-marketing B) 360-degree communication C) co-op advertising D) cross-functional management E) mission marketing Answer: D Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

15 ..

50) A(n) ________ identifies the three key aspects of brand communication that must work together.

A) IMC planning grid B) SWOT analysis C) integration triangle D) brand vision E) media schedule Answer: C Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 51) Brand value refers to what a brand is worth to the company and to its customers.

Answer: TRUE Difficulty: Easy Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing 52) Total communication programs consider all sources of brand messages, but 360° communication planning considers only traditional and nontraditional media.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 53) Everything communicates is a basic concept of 360° communication.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 54) Touch points are contact points that touch our emotions.

Answer: TRUE Difficulty: Easy Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing 55) Consumers will not integrate brand messages and experiences unless a brand has a unified vision.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 16 ..

56) The more IMC tools that are used, the easier it is to maintain consistency across a variety of messages.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 57) The goal of IMC planning is to identify a problem that can be solved with communication.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 58) In a SWOT analysis, strengths and opportunities are internally focused, and weaknesses and threats are externally focused.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 59) In a SWOT analysis, opportunities are situations in which a company could develop advantages over its competition.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 60) IMC cannot solve problems related to actual brand quality, but it can address the issue of perception of brand quality.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 61) In IMC planning, it is important to establish tactics before determining strategies.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing

17 ..

62) The goal in a measurable objective should be a realistic estimate of the change the IMC campaign can create.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 63) Competitors are included in the marketing level of stakeholder audiences.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 64) An individual should be considered as belonging to only one stakeholder audience.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify factors that influence a company's microenvironment and macroenvironment 65) Brand essence and brand position are two terms that describe the same concept.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing 66) Encouraging repeat purchases and rewarding loyal customers are two of the primary effects of the IMC tool of specialties.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 67) IMC planning encourages the silo approach to selecting, using, and evaluating campaign tools.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

18 ..

68) Cross-media integration means that various media work together to create coherent brand communication.

Answer: TRUE Difficulty: Easy Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 69) All budgeting is dependent on a time frame or schedule.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies 70) The historical method of calculating a marcom budget is focused on reaching brand communication objectives.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 71) Positioning is one of the key strategic elements that brands usually try to change from country to country when using a localization strategy for an international IMC campaign.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 72) The same budgeting techniques used for an IMC campaign for one country can also be used to prepare a budget for an international IMC campaign.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global 73) The exchange rate can affect the amount of money spent in a foreign market as well as the timing of the expenditure.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global 19 ..

74) The majority of companies with international IMC campaigns adopt a localization strategy.

Answer: FALSE Difficulty: Difficult Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 75) Through the local initiative approach to international IMC campaign planning, a successful campaign created for one country is modified for use in other countries.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 76) Vertical coordination is required for a coherent international IMC campaign, but horizontal coordination is not.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Written and oral communication 77) Responsible marketing refers to the use of marketing programs and marketing communication tools to create awareness for a social need.

Answer: FALSE Difficulty: Easy Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Ethical understanding and reasoning 78) Cause marketing means adopting a good cause and helping in its fund-raising and other community-oriented efforts.

Answer: TRUE Difficulty: Easy Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Ethical understanding and reasoning

20 ..

79) Mission marketing indicates a greater commitment to a cause than cause marketing does.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Ethical understanding and reasoning 80) The execution of a global campaign is usually no more complex than a national plan.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global 81) All touch points are contact points, but not all contact points are touch points.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 82) Julian and his planning team are conducting a SWOT analysis for Parties-R-Us, a regional chain of party supplies stores. According to the research Julian received, a national party supply store chain is planning on opening five new retail outlets in the region in which Parties-R-Us currently is the market leader. In the SWOT analysis for Parties-R-Us, this represents a weakness.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 83) Julian and his planning team are creating an IMC campaign for Parties-R-Us. They plan to focus on positioning Parties-R-Us as the specialists that can solve all of your party problems.

This focus on the positioning of Parties-R-Us is an example of an IMC tactic.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 84) An IMC measurable objective can contain a baseline or a benchmark, but not both.

Answer: FALSE Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 21 ..

85) The Australian IMC campaign for Luscious, a line of beauty products, was so successful that planners for Luscious decided to use the campaign, with a few modifications, in England. This is an example of a local initiative approach to international IMC campaigns.

Answer: TRUE Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking 86) Explain the IMC concept that a brand is an integrated perception. How is this related to the concept of synergy?

Answer: Integrated perception refers to the way that brand information, images, and experiences come together for a consumer to create a brand impression. People automatically integrate brand messages and experiences whether or not a brand steward tries to manage the process. When the process is managed through IMC, message synergy can be created, with each contact point and touch point having a multiplier effect that strengthens that brand impression. When the process is not managed, consumers are left to make sense of conflicting or inconsistent brand messages on their own.

Difficulty: Difficult Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 87) How does the IMC approach to campaign planning and implementation differ from the silo approach?

Answer: The silo approach refers to a more traditional approach to campaign planning and implementation. Each functional area, such as customer service or consumer promotions, was its own little empire with its own ideas and programs. Sometimes these programs sent very different brand messages than the programs being run by other functional areas, potentially muddling the brand position and essence. IMC planning and implementation breaks down the walls separating these functional areas and coordinates their activities with brand-focused planning. All functional areas work to achieve strategic consistency in brand messages, which means communicating across function areas. The silo approach did not create opportunities for synergy, one of the major advantages of the IMC approach.

Difficulty: Difficult Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking

22 ..

88) Compare and contrast the five common budgeting methods described in your text.

Answer: (1) Historical method: Budgets from past years are the source for this common budgeting method, in which this year's budget is often based on last year's budget plus a percentage increase for inflation or another marketplace factor.

(2) Objective-task method: This method looks at the brand communication objectives and estimates the cost of accomplishing each objective. Unlike the historical method, this method places the objectives at the center of budgeting.

(3) Percentage-of-sales method: First the ratio of advertising dollars to past sales is determined.

That percentage is then multiplied by next year's sales forecast to determine the new advertising budget. Like the historical method, the budget from the previous year heavily influences this year's budget.

(4) Competitive budget: Competitors' budgets are used as benchmarks in this method, with the assumption that the share of media voice is directly related to market share. This is the only method that considers the expenditures of competitors.

(5) All you can afford: This budgeting method simply allots to advertising the money that is left over after other payments, such as research and development, are made. This method does not place a high strategic value on advertising.

Difficulty: Difficult Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 89) Compare and contrast the local initiative and centrally conceived approaches to international IMC campaign planning.

Answer: Using the local initiative approach to international IMC campaign planning, a successful campaign created for one country is modified for use in other countries. This practice of taking a successful campaign from one country and transplanting it for use in another country is called search and reapply. Typically, the campaign is at first taken to one or two countries similar to the country in which the campaign initially appeared. If this small expansion is successful, then the campaign will likely be modified and used in more countries, eventually becoming the brand's primary international campaign.

With a centrally conceived campaign, consistency in brand communication across markets is seen as essential from the beginning. A work team, task force, or action group is assembled from regions around the world to create a basic strategy for the campaign in all markets. Though the creation of a central campaign can be difficult, it saves cost in implementation through savings in photography and artwork that can be used in all brand communications.

Difficulty: Difficult Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking

23 ..

90) Compare and contrast cause marketing and mission marketing.

Answer: Cause marketing means adopting a good cause and sponsoring its fund-raising and other community-oriented efforts. Sometimes called "sales promotion with a PR spin," cause marketing is described as "doing good things and getting credit for it." Mission marketing links a company's mission and core values to a cause that connects with the company's interests. It is more of a commitment than cause marketing and reflects the long-term brand-building perspective of IMC because the mission becomes the focal point for integrating all the company's marketing communication. It also unites the entire organization and its stakeholders, particularly its employees, through their commitment to the effort.

Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 91) On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients. In order to monitor and integrate this diversity of brand communication, the company must have ________.

A) cooperative advertising B) house brands C) standardization D) cross-functional management E) localization Answer: D Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 92) Lolly, Lolly, Lollypop is a candy manufacturer building its brand nationally. In addition to advertising, the company is careful about what it says, how the company performs, and what the response is from consumers. All of this is to promote one consistent message through many different aspects, also known as brand message ________.

A) synergy B) adaptation C) reorganization D) promotion E) cooperation Answer: A Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

24 ..

93) After spending 15 minutes on hold with a company's customer service line for information about a product she was considering purchasing, Cristina decided that she would buy a similar product from another company. This is an example of a ________.

A) conversion B) commercial message C) silo effect D) one-way communication E) critical touch point Answer: E Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 94) Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo, a chain of frozen yogurt shops. Which of the following research findings would Ja'Nelle classify as a strength for FroZenYo? A) Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article about the continued popularity of frozen yogurt.

B) Yogurt You, one of FroZenYo's competitors, recently closed two stores due to decreased sales.

C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt.

D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.

E) Recent economic data indicates that people are spending more money on eating out than they did last year.

Answer: C Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 95) Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo, a chain of frozen yogurt shops. Which of the following research findings would Ja'Nelle classify as a weakness for FroZenYo? A) Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article about the continued popularity of frozen yogurt.

B) Yogurt You, one of FroZenYo's competitors, recently closed two stores due to decreased sales.

C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt.

D) The union representing workers at FroZenYo is negotiating for a pay raise and better benefits.

E) Recent economic data indicates that people are spending more money on eating out than they did last year.

Answer: D Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 25 ..

96) The objective for the new IMC campaign for Mean Jeans is to increase share of wallet from 18% to 25%, an increase of 7%. Which of the following is missing from this objective in order for it to be measurable?

A) a budget B) a media plan C) a time frame D) a specific effect E) a strategy Answer: C Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 97) Planners for the new IMC campaign for Mean Jeans need to design a plan that meets the objective of stimulating customer involvement with and excitement about the brand. Which of the following IMC tools would the planners be LEAST likely to include in their plan for Mean Jeans?

A) sponsorship B) guerilla marketing C) consumer sales promotion D) direct marketing E) events Answer: D Difficulty: Difficult Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 98) Several profit-oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the United States. Parade magazine and ABC entertainment helped get the word out about this event. For Parade and ABC, this represents what type of social marketing program?

A) mission marketing B) development marketing C) cause marketing D) business-to-business marketing E) promotional marketing Answer: C Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

26 ..

99) Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover "real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real Beauty was successfully launched in 2004. Dove was practicing which type of marketing?

A) mission B) channel C) value D) public communication E) social Answer: A Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 100) Kevin has taken over the international operations of his company. He contends that advertisers must consider differences among countries, including local culture, media availability, and legal restrictions. Which strategy is Kevin most likely to follow?

A) local initiative B) localization C) standardization D) cooperation E) synergy Answer: B Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking 101) The global name for the Microsoft operating system Vista turned out to be a disparaging term for a frumpy old woman in Latvia. Microsoft had to adjust the name. This is an example of the need for ________ in international advertising campaigns.

A) adaptation B) standardization C) centralization D) decentralization E) bottom-up creativity Answer: A Difficulty: Difficult Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking

27 ..

Refer to the passage below to answer the questions that follow.

Acme, Inc. is a U.S. manufacturer of industrial goods, such as ball bearings, filters, and valves.

Acme's target market is manufacturers who purchase these goods to go into the systems that they manufacture for their customers, such as power plants, heating and cooling systems, and ships.

Additionally, even though Acme is not a very large manufacturer and has never sold a product internationally, it intends to expand into foreign markets with a valve for which it recently received a patent and that is superior to any offered anywhere in the world. As a part of this expansion, Acme is developing an IMC plan.

102) In a SWOT analysis, Acme's new patent is an example of a(n) ________.

A) trend B) opportunity C) strength D) threat E) obligation Answer: C Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 103) As a part of its IMC plan, Acme, Inc. intends to use promotional sales competitions to motivate its international sales force. The sales competitions are an example of an IMC ________.

A) strategy B) objective C) message D) tactic E) metric Answer: D Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

28 ..

104) Part of Acme's objective in its new IMC campaign is to establish a significant market share in the European market. In terms of measurable objectives, this is most likely a ________.

A) benchmark B) specific effect C) strategy D) tactic E) baseline Answer: B Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 105) Acme is calculating its IMC budget by considering how much it will cost to establish a 20% share in the European market within one year. What type of budgeting method is Acme most likely using?

A) historical method B) objective-task method C) percentage-of-sales method D) competitive method E) all you can afford method Answer: B Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 106) What is the difference between a touch point and a critical touch point?

Answer: A touch point is a brand contact point that touches a consumer's emotions. A critical touch point refers to the emotional connection between the brand and a consumer that leads the consumer to a yes-no decision about a purchase or brand relationship.

Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 107) What is the purpose of cross-functional brand management?

Answer: Cross-functional brand management is necessary for internal integration of brand communication, which is required to create a unified brand message and image for consumers.

Departments must work together to manage a brand so that all consumer contact points reveal the essence of the brand.

Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

29 ..

108) Explain how every component of the marketing mix, not just marketing communication, sends a brand message.

Answer: The marketing mix components of price, place, and product all deliver brand messages that should be considered in IMC. How the product is designed and how well it performs send a message about quality. Where the brand is sold and at what price also send a message about image, quality, and position.

Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 109) Explain the idea of strategic consistency and its relationship to synergy.

Answer: Strategic consistency is the idea that the core or essence of the brand should be clear in every contact point consumers have with the brand. Without strategic consistency, synergy is difficult to create because different contact points may deliver conflicting or inconsistent brand messages.

Difficulty: Moderate Chapter LO: 18-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 110) What is the difference between an IMC plan and an advertising plan?

Answer: Though an IMC plan follows the same basic outline as an advertising plan, an IMC plan uses more communication tools and has a broader scope.

Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 111) In SWOT planning, what makes a strength different from an opportunity? Give an example of each.

Answer: In SWOT planning, a strength is something that is internally focused, such as a condition within a business or product quality. An opportunity is something that is externally focused, such as a competitor's weakness or a positive economic trend.

Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 112) In IMC planning, what is the relationship between a strategy and a tactic?

Answer: A strategy is a general statement that guides what a campaign is all about, and a tactic is a specific method of carrying out the strategy.

Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 30 ..

113) David is planning an IMC campaign and is considering using sponsorship and events. What are the common outcomes for these IMC tools?

Answer: The typical objectives for sponsorship and events are to build awareness; create brand experience; create opportunity for participation, interaction, and involvement; create excitement; and stimulate buzz.

Difficulty: Difficult Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 114) How is a new advertising budget calculated using the percentage-of-sales method?

Answer: First the relationship between past advertising dollars and past sales must be determined: (Past advertising dollars) ÷ past sales = % of sales Then apply that percentage of sales to the forecast for next year's sales: (% of sales) × (next year's sales forecast) = new advertising budget Difficulty: Difficult Chapter LO: 18-2 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Analytical thinking 115) Marcus is the advertising director of a major international corporation that manufactures skateboard components to sell to skate shops around the world. His philosophy is that teenagers, who are his products' target market, are pretty much the same all over the world, especially teens that are passionate about skateboarding. Name and describe the strategy Marcus will likely use.

Answer: Because Marcus believes that the target market is relatively consistent throughout the world, he is likely to use a standardization strategy that involves tight central control of brand communication.

Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge 116) Mary is the advertising director of a clothing manufacturer that distributes its brand in the United States, Europe, and some Asian markets. She observed that women's preferences in clothes differ considerably in different countries. Explain the strategy Mary likely uses.

Answer: Mary most likely uses a localization strategy that allows for more local autonomy to match the brand communication message to target markets and situations that differ significantly from geographical market to market.

Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge

31 ..

117) Identify two common starting points of most international IMC campaigns.

Answer: Typically, an international brand communication campaign begins with success in one country or with a centrally conceived strategy for all markets.

Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge 118) Explain how a centrally conceived international campaign can be cost efficient.

Answer: A centrally conceived campaign can be cost efficient when the same photography and artwork is used in all geographical markets, eliminating the cost of different creative images required for a local variation campaign.

Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Analytical thinking 119) Juan works at an advertising agency that has been designated as the lead agency for a client's global advertising effort. Explain what is meant by lead agency and describe its purpose.

Answer: This is a variation on a centrally conceived campaign in which the office that develops the approved campaign is designated the lead agency. The lead agency develops all the necessary elements of the campaign and prepares a standards manual for use in other countries. This manual would include examples of layouts, examples of broadcast spots, and design standards for all elements. Because photography, artwork, television production, and color printing are very costly, developing the items in one location and then overlaying new copy or re-recording the voice track in the local language saves money.

Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge 120) General Mills is expanding its breakfast cereals to Central and South America. What should the company consider when setting the budget?

Answer: Many companies use an objective-and-task budgeting approach that uses a separate budget for each foreign market. This technique adds some flexibility to localize campaigns as needed.

Difficulty: Moderate Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge

32 ..

121) General Mills is planning on expanding its breakfast cereals to Central and South America.

What should the company consider when executing the international campaign?

Answer: International campaigns are usually more complex than a national plan. The creative may need to be reshot with local models and settings, as well as the local language. Language is always a problem for a campaign that is dependent on words rather than visuals as the primary carrier of meaning. Government approval could also be required for television commercials, and media buying might be more complex.

Difficulty: Difficult Chapter LO: 18-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge Refer to the passage below to answer the questions that follow.

Head Over Heels is a unique children's toy and shoe store. Although it is the only store in town that has a large selection of educational toys, it also features Thomas the Tank Engine; Madeline dolls, clothes, and dollhouses; and all sorts of infant toys. Head Over Heels carries the largest selection of Stride Rite shoes in town, as well. The store advertises all year, but it advertises more heavily around back-to-school time for shoes and the holidays for toys.

122) In a SWOT analysis, what would be Head Over Heels' strengths?

Answer: Two strengths would be that it is the only store in the local market with a large selection of educational toys and that it has the largest selection of Stride Rite shoes in the local market.

Difficulty: Moderate Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 123) This year, Head Over Heels has the IMC objective of increasing share of wallet by 10% during the back-to-school sale season. Which IMC tools would you recommend for an IMC plan designed to meet this objective?

Answer: To increase share of wallet, Head Over Heels could use the tools of consumer sales promotion, point-of-purchase, direct marketing, packaging, and specialties.

Difficulty: Difficult Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge

33 ..

124) The planners at Head Over Heels believe that share of media voice directly relates to market share. What budgeting method are they most likely to use to create an IMC budget?

Answer: They are likely to use the competitive budget method, using competitors' budgets as benchmarks.

Difficulty: Difficult Chapter LO: 18-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 125) Every year Head Over Heels donates $1 dollar to the local school district for every pair of shoes sold during the back-to-school promotion. Name and describe this activity.

Answer: Cause marketing means adopting a good cause and sponsoring its fund-raising and other community-oriented efforts. It is described as "doing good things and getting credit for it."

Difficulty: Moderate Chapter LO: 18-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

34 ..

Advertising & IMC: Principles and Practice, 10e (Moriarty) Chapter 19 Evaluating IMC Effectiveness 1) Which of the following is most important for the evaluation of an IMC campaign?

A) The campaign should be limited to one or two specific objectives.

B) The campaign should have specific, measurable objectives.

C) The campaign should be limited to one or two marcom tools.

D) The campaign should be evaluated by the same team who planned it.

E) The campaign should be evaluated by the same team who implemented it.

Answer: B Difficulty: Moderate Chapter LO: 19-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 2) To make campaign evaluation possible, IMC campaign objectives should be ________, ________, and ________.

A) creative; measurable; specific B) clear; creative; concrete C) clear; sales-oriented; specific D) clear; measurable; attainable E) creative; awareness-oriented; specific Answer: D Difficulty: Moderate Chapter LO: 19-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 3) According to the text, which of the following is NOT a reason for evaluating IMC effectiveness?

A) The stakes in making an advertising misstep are high.

B) Evaluation helps advertisers reduce their risks.

C) Evaluation helps advertisers identify best practices.

D) Federal regulation requires campaigns to be analyzed for effectiveness.

E) Advertisers want to learn what works and what doesn't.

Answer: D Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing

1 ..

4) Which of the following is used to make a campaign as strong as possible before it "goes live" in the market place?

A) concept testing B) scanner analysis C) tracking survey D) recall testing E) brand linkage testing Answer: A Difficulty: Easy Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing 5) ________ helps marketers to make final go/no-go decisions about finished or nearly finished ads by assessing the strength of the finished message and predicting how well it will perform.

A) Pretesting B) Tracking C) Diagnostic testing D) Moment-by-moment testing E) Wave analysis Answer: A Difficulty: Easy Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing 6) Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?

A) brand awareness B) number of purchases made C) consumer liking of a brand D) change in brand perception E) intent to purchase Answer: B Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing

2 ..

7) Which of the following could be a research question assessing an ad's effectiveness in enhancing consumers' perceptions of the brand?

A) What brand do you prefer?

B) Do you want to try or buy this product/brand?

C) Have you seen this advertisement?

D) What emotions did the ad stimulate?

E) What brand is being advertised in this ad?

Answer: C Difficulty: Difficult Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 8) Which of the following is a research question assessing an ad's effectiveness in persuading consumers?

A) How did the ad make you feel?

B) Do you have confidence in the brand?

C) What stood out in this ad?

D) When you think of this brand, what qualities do you associate with it?

E) What did you like or dislike in the ad?

Answer: B Difficulty: Difficult Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 9) Which of the following takes place while a campaign is running?

A) concept testing B) semiotic testing C) monitoring of buzz D) measuring ROI E) measuring repeat purchases Answer: C Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing

3 ..

10) Which of the following is NOT a research question assessing an ad's effectiveness in influencing consumers' cognition?

A) What did you like or dislike in the ad?

B) Did the ad engage your interest or curiosity?

C) Did you read/watch most of it? How much?

D) Do you have a need for this brand or can it fulfill a need for you?

E) What's the difference between Brand X and Y? Answer: A Difficulty: Difficult Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 11) Which of the following allows the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category?

A) industry ratios B) averages C) norms D) confidence intervals E) industry standards Answer: C Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing 12) ________ is a company that specializes in persuasion, brand/ad recall, and communication.

A) Ameritest B) TNS Global C) Ogilvy D) Ipsos ASI E) GfK Answer: D Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing

4 ..

13) Which of the following is NOT a main communication effect that is assessed in various types of advertising research?

A) persuasion B) investigation C) cognition D) perception E) emotion Answer: B Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 14) Studies that periodically collect information from random samples of consumers in markets where they were exposed to a campaign are called ________.

A) semiotic tests B) concept tests C) tracking studies D) test market studies E) inquiry tests Answer: C Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 15) What do tracking studies show?

A) performance of a marketer's brand over time B) the break-even point for a campaign C) return on investment for the campaign D) past performance of a brand E) inquiries from an advertisement Answer: A Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 16) In best practices for tracking studies, information is first collected from consumers ________ after the campaign is launched.

A) two days B) two weeks C) four weeks D) six weeks E) two months Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 5 ..

17) A tracking survey is LEAST likely to focus on which of the following?

A) recall B) recognition C) comprehension D) conviction E) relevance Answer: D Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 18) Which of the following types of post-campaign evaluation tools involves reading information from a shopper's identification card and recording that along with information about products that the shopper purchased?

A) scanner research B) semiotics testing C) tracking research D) single-source research E) pay-out analysis Answer: A Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 19) In which type of evaluative research are consumers asked to join a panel and allow their actual purchases to be tracked?

A) memory tests B) persuasion tests C) likability tests D) inquiry tests E) scanner research Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing

6 ..

20) Which type of evaluative research involves arranging to have test commercials delivered to a select group of households within a market, and then comparing the purchase behavior of the select group to that of a control group of households?

A) scanner research B) persuasion tests C) likability tests D) inquiry tests E) single-source research Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 21) One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before. This is known as a(n) ________ test.

A) aided recall B) recognition C) semiotics D) likability E) attitude Answer: B Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 22) A type of memory test in which respondents are asked to report what they remember from the ad about the brand is known as a(n) ________ test.

A) recall B) recognition C) semiotics D) likability E) attitude Answer: A Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing

7 ..

23) A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain type of product, without using a brand name. What type of question is this?

A) unaided recall B) aided recall C) recognition D) prompted recall E) open-ended Answer: A Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 24) A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain brand-name product. What type of question is this?

A) unaided recall B) aided recall C) recognition D) unprompted recall E) open-ended Answer: B Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 25) A brand linkage test is another name for a(n) ________ test.

A) recall B) inquiry C) semiotics D) likability E) attitude Answer: A Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing

8 ..

26) Recall tests and recognition tests are two types of ________ tests.

A) inquiry B) persuasion C) semiotics D) likability E) memory Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 27) ________ measure the number of responses to an advertisement.

A) Memory tests B) Persuasion tests C) Likability tests D) Inquiry tests E) Single-source tests Answer: D Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 28) Which of the following is the primary measurement tool for assessing the effectiveness of direct-response communication?

A) memory tests B) persuasion tests C) likability tests D) inquiry tests E) single-source tests Answer: D Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 29) Which of the following is an evaluation tool that involves using two different versions of an ad in a magazine and then measuring which ad pulls the most responses?

A) wave analysis B) city-by-city test C) split-run technique D) double-source research E) payout analysis Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 9 ..

30) Understanding and recall are both surrogate measures for the key message effect of ________.

A) perception B) emotion C) cognition D) association E) persuasion Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 31) Conviction and credibility are both surrogate measures for the key effect of ________.

A) perception B) emotion C) cognition D) association E) persuasion Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 32) Interest and recognition are both surrogate measures for the key effect of ________.

A) perception B) emotion C) cognition D) association E) persuasion Answer: A Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

10 ..

33) Which of the following is a surrogate measure for the key effect of behavior?

A) motivation B) trial C) brand image D) recall E) relevance Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 34) Which of the following is the most effective IMC tool for achieving the surrogate measure of credibility?

A) advertising B) sales promotion C) public relations D) direct marketing E) packaging Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 35) Which type of research is used after an advertisement runs to determine if the ad met its objectives?

A) semiotics testing B) strategic research C) concept testing D) post-testing E) market research Answer: D Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 36) Which of the following is the most common type of post-campaign evaluation?

A) semiotics testing B) inquiry testing C) concept testing D) media optimization E) tracking study Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 11 ..

37) A public relations campaign is typically measured in terms of ________ and ________.

A) recognition; recall B) payout point; break-even point C) output; outcome D) click-through rate; conversion rate E) exposure; engagement Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 38) The public relations campaign measurement of ________ refers to how many news releases led to stories or mentions in news stories.

A) recognition B) output C) outcome D) exposure E) engagement Answer: B Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 39) The public relations campaign measurement of ________ refers to attitudinal or behavioral change due to the impact of public relations materials produced.

A) recognition B) output C) outcome D) exposure E) engagement Answer: C Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication

12 ..

40) Which of the following questions would most likely be asked in the output evaluation of a public relations campaign?

A) What was audience knowledge of the brand before the campaign?

B) Can we associate a change in product trial during the campaign?

C) What was the audience attitude toward the brand before the campaign?

D) How much and what kind of buzz are tweets generating?

E) Has there been a change in repeat purchasing during the campaign?

Answer: D Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Written and oral communication 41) ROI from a public relations campaign can be difficult to measure, so ________ is a surrogate measure that is often used instead.

A) shareholder value B) recognition C) recall D) trial E) repeat purchase Answer: A Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools 42) Promotions with a coupon have the built-in evaluation measure of ________.

A) redemption rate B) recognition C) recall D) trial E) repeat purchase Answer: A Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools 43) At the most basic level of evaluation of the effectiveness of a sales promotion, managers require proof of ________.

A) brand recognition B) brand recall C) promotion execution D) trial rates E) sales rates Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools 13 ..

44) A comparison of the costs of promotion to the forecasted sales generated by the promotion is called a ________.

A) cost per thousand B) payout analysis C) response count D) response per thousand E) redemption assessment Answer: B Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools 45) Which type of payout plan seeks to determine the point at which the total cost of the promotion exceeds the total revenues?

A) inflection point B) crossover point C) point of no return D) break-even analysis E) optimization point Answer: D Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools 46) ________ drives a transaction or generates immediate behavioral response, which makes it easily measurable.

A) Public relations B) Buzz marketing C) Retail advertising D) Media optimization E) Direct-marketing communication Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication

14 ..

47) The marketing communication tool of ________ is attractive because the measurement for response is always built in.

A) public relations B) buzz marketing C) retail advertising D) media optimization E) direct-marketing Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Describe the different forms of direct marketing AACSB: Written and oral communication 48) Website traffic volume is measured by the metric of ________.

A) pay-per-click B) cost-per-lead C) click-through rates D) conversion rates E) page views Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 49) Click-through rates are a metric most closely associated with ________.

A) consumer sales promotions B) social media C) banner ads D) public relations E) guerilla marketing Answer: C Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

15 ..

50) Some online advertising uses a ________ metric that records how well the click-through generates prospects.

A) pay-per-click (PPC) B) cost-per-lead C) click-through rate D) conversion rate E) page view Answer: B Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 51) The Internet advertising metric of ________ is the percentage of visitors to a site who complete a desired action.

A) click-through rates B) page views C) cost-per-lead D) pay-per-click (PPC) E) conversion rate Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 52) Which of the following does Forrester use to evaluate the quality of user experience on websites?

A) click-through rates B) conversion rates C) heuristic evaluation D) break-even analysis E) payout analysis Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology

16 ..

53) The goal of media optimization is to optimize ________.

A) reach B) frequency C) engagement D) the response rate E) the budget Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 54) Media planners operate with computer models of ________ that are used in decisions about media selection, scheduling, and weights (amount of budget).

A) animatics B) media efficiency C) heuristics D) media optimization E) wave analysis Answer: D Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 55) Which of the following is a service that measures audiences for print media?

A) RADAR B) Ameritest C) Mediamark D) Millward Brown E) A.C. Nielsen Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 56) Which of the following is a service that measures audiences for broadcast media?

A) RADAR B) Ameritest C) Mediamark D) Millward Brown E) A.C. Nielsen Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies

17 ..

57) Traffic counts are a metric used to evaluate the effectiveness of ________.

A) Internet advertisements B) consumer promotions C) out-of-home media D) social marketing E) guerilla marketing Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 58) The TAB visibility research program uses ________ to determine the effectiveness of out-ofhome media.

A) conversion rates B) response rates C) circulation D) traffic counts E) eye-tracking technology Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 59) TREMOR, created by Procter & Gamble, is used to track measurable business results for ________ campaigns.

A) public relations B) word-of-mouth C) sales promotion D) advertising E) direct-marketing Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 60) Newspapers measure their audiences in ________ and readership.

A) response rate B) conversions C) traffic D) circulation E) coverage Answer: D Difficulty: Easy Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies

18 ..

61) Radio stations measure their audiences in ________ and ratings.

A) response rate B) conversions C) traffic D) circulation E) coverage Answer: E Difficulty: Easy Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 62) The problem with evaluating campaigns, particularly IMC campaigns, is estimating the impact of ________ since it's difficult to prove that multichannel communication with messages that reinforce and build on one another has more impact than single messages from a single source.

A) efficiency B) conversion C) synergy D) advocacy E) brand penetration Answer: C Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 63) The cost of creating and running the advertisement versus the revenue it generates is known as ________.

A) reach B) frequency C) gross rating point D) brand communication ROI E) optimization Answer: D Difficulty: Easy Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies

19 ..

64) Another way to look at advertising ROI is the ________.

A) cost-to-sales ratio B) reach-to-frequency ratio C) GRP ratio D) CPM ratio E) RPM ratio Answer: A Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies 65) Of the following, ROI is easiest to calculate for ________.

A) public relations B) advertising C) social marketing D) direct marketing E) buzz marketing Answer: D Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies 66) Using ________, a campaign is launched in several similar markets at different levels of media activity, providing the opportunity to compare campaign results.

A) copy testing B) concept testing C) test marketing D) competitive marketing E) social marketing Answer: C Difficulty: Easy Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies 67) The delayed impact of advertising is referred to as the ________effect.

A) halo B) social C) indirect D) carryover E) instantaneous Answer: D Difficulty: Easy Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication

20 ..

68) Any evaluation of an advertising campaign's effectiveness should track both ________ and ________ over time.

A) direct effects; indirect effects B) social effects; independent effects C) carryover effects; instantaneous effects D) concept effects; copy effects E) major performance effects; minor performance effects Answer: C Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 69) An IMC campaign that has a(n) ________ effect has overall results that are greater than the sum the individual functional areas would have if they were used separately.

A) indirect B) interdependent C) synergistic D) instantaneous E) carryover Answer: C Difficulty: Easy Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 70) Product purchase and page views are both examples of ________ that might be used to measure the success of digital marketing.

A) objectives B) heuristics C) key performance indicators D) carryover effects E) synergistic effects Answer: C Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Information technology 71) Most brand communication campaigns have more than one objective.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication

21 ..

72) Determining advertising's impact on sales is typically a straightforward process.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-2 Course LO: Identify and describe the processes and tools of strategic marketing 73) Brand communication is considered successful when set objectives—attitudinal, behavioral, or both—have been met.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-2 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 74) A thorough evaluation of an advertising campaign includes both quantitative and qualitative research.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing 75) With new metrics available to more accurately evaluate campaign effects, informal evaluation of brand communication based on the judgment of experienced managers is no longer needed.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 76) Semiotic testing is conducted before a campaign "goes live" in the marketplace.

Answer: TRUE Difficulty: Easy Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing 77) Standards allow the advertiser to tell whether a particular advertisement is above or below the average score for the brand or its product category.

Answer: FALSE Difficulty: Easy Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing

22 ..

78) Tracking studies can be used to determine whether a campaign's core message has the staying power to be effective in another campaign cycle.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 79) Both retail outlets where a brand is sold to consumers and manufacturers of the brand are interested in data gathered through scanner research.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 80) Studies that periodically collect information from consumers throughout a campaign and after it has concluded are called tracking studies.

Answer: TRUE Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 81) Single-source research allows researchers to come closer to showing a causal relationship between advertising and sales.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 82) Single-source research is better for measuring the long-term effects of sales promotions than the short-term sales effects.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 83) One way to measure memory is to show the advertisement to people and ask them whether they remember having seen it before; this is known as a recall test.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing

23 ..

84) A recall test is more rigorous than a recognition test.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 85) Campaign evaluation is typically conducted on a tool-by-tool basis before overarching campaign synergy is measured.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 86) A form of action response, inquiry tests measure the number of responses to an advertisement and are the primary measurement tool for direct-response communication.

Answer: TRUE Difficulty: Easy Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Written and oral communication 87) Advertising is particularly effective in accomplishing exposure, awareness, and brand image, as well as delivering brand reminders.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 88) The evaluation of public relations examines the success of the program in getting the message out to the target audience in terms of output and outcomes, as well as public opinion and relationship tracking.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 89) In public relations evaluation, tracking studies help us determine the favorability of the coverage, share of voice, and competitor coverage.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools

24 ..

90) Research methods and analytical techniques are readily available to demonstrate ROI for public relations activities.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools 91) Direct-response communication is meant to drive a transaction or generate some other type of immediate behavioral response, and this is easily measurable.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 92) Direct-response communication is measured in terms of cost-per-lead.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Written and oral communication 93) Banner advertising is decreasing in effectiveness.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Information technology 94) Media efficiency refers to reaching the largest audience possible.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 95) The only accurate measure of the effectiveness of out-of-home media is a traffic count.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies 96) Magazine rates are based on the guaranteed readership that a publisher promises to provide.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the steps involved in developing an advertising campaign 25 ..

97) Another way to look at advertising return on investment (ROI) is to use the cost-to-sales ratio.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the steps involved in developing an advertising campaign 98) Advertising has both instantaneous effects and carryover effects, so both should be measured over time.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Written and oral communication 99) Brand tracking is the most common method for measuring a campaign's synergistic effect.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Written and oral communication 100) The use of different measurement systems and data analysis techniques often complicates the comparison of data from one market to another in the evaluation of international brand communication.

Answer: TRUE Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Diverse and multicultural work environments 101) Even though advertising is complex, most practitioners believe that advertising effects can be reduced to a single measure.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing 102) "Do you remember seeing a commercial for wireless communication?" is an example of an aided recall question.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 26 ..

103) Although fairly inexpensive and widely used, single-source data should be used with caution because the data tend to be unreliable and weak in external validity.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 104) Accurately measuring the mobile audience of outdoor advertising is fairly easy as one would merely have to count passing cars.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing 105) One problem with test marketing for collecting tracking data is that the possibilities for isolating variables in test markets are very limited.

Answer: FALSE Difficulty: Moderate Chapter LO: 19-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 106) Why should evaluation be a component of any campaign? What are the risks of not using formal evaluation?

Answer: Evaluation should be included as part of any campaign because it determines the success of a campaign from an objective perspective and also provides valuable feedback as brands plan campaigns for the future. In other words, evaluation allows brands to identify what worked and what didn't. Brand managers also need to demonstrate the effectiveness of their efforts, showing that their campaign contributed to the success of the brand. If there is no proof that a campaign worked, companies may be tempted to cut back on brand communication spending, negatively affecting the future of the brand.

Difficulty: Difficult Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

27 ..

107) Explain what tracking studies are and how they are used.

Answer: Tracking studies are conducted from the time the campaign is launched until after it has ended. They are designed to collect information from random samples of consumers who live in markets where they would be exposed to the campaign. In best practices, information is collected two weeks after the campaign is launched, and then in another four weeks, and then at regular intervals throughout the campaign until the campaign ends. Information collected includes brand recognition, comprehension, and relevance of brand communications as well as information about how consumers see the personality of a brand. Tracking studies show how a marketer's brand is performing over time, especially after changes are made in the marketing communication.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 108) Discuss the use of scanners and scanner research.

Answer: Many retail outlets use electronic scanners to tally up purchases and collect consumer buying information. The brand name, the product code, and the price are all on the bar code of each product. Some stores have a frequent buyer program and have a membership card that entitles consumers to special promotional offers. The store can track an enrolled consumer's purchases. Scanner research is also used to see what type of sales spikes are created when certain ads and promotions are used in a given market. Both the retailer and the manufacturers of the brands are interested in this data. Stores may establish a consumer panel to track sales among various consumer groups. In scanner research, customers are asked to join a panel, which might contain hundreds of other customers. They complete a fairly extensive questionnaire and are assigned an ID number. They might receive a premium or a discount on purchases for their participation. Each time they make a purchase, they also submit their ID number. Various manufacturers who sell products to the stores can do the same kind of testing. The panel questionnaire also contains a list of media that each member reported using, so media performance can also be evaluated.

Difficulty: Difficult Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

28 ..

109) Public relations programs are evaluated in terms of output and outcomes. Explain what this means and discuss two questions that might be used to evaluate each.

Answer: The evaluation of public relations examines the success of the program in getting the message out to the target audience in terms of output (materials produced and distributed) and outcomes (acceptance and impact of the materials), as well as public opinion and relationship tracking.

Output questions (students can use any two of the following): (1) How many placements (news releases that ran in the media) did we get?

(2) How many times did our spokesperson appear on talk shows?

(3) How much airplay did our public service announcement receive?

(4) How much and what kind of buzz are tweets generating?

Outcome questions: (1) Has there been a change in audience knowledge, attitudes, or behavior?

(2) Can we associate behavioral change with the public relations effort?

Difficulty: Difficult Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking 110) Discuss several of the challenges involved in evaluating international IMC campaigns.

Answer: International brand communication is difficult to evaluate because of market differences in language, laws, cultural norms, etc. Also, different research tools are used and accepted in different markets, and there may be some incompatibilities among various tools and evaluation systems used in different markets. This makes it challenging to compare data from market to market. Because countries may have different starting points for brand awareness and affinity, the evaluation must be conducted on a market-by-market basis as well as an international basis. Compounding the issue is the fact that people in different markets often interpret research tools differently, such as the reluctance of consumers in some parts of Asia to give a brand low ratings because it would be disrespectful. Finally, the interpretation of results will vary from market to market, making it a challenge for managers across markets to "get on the same page" about the performance brand communication efforts.

Difficulty: Difficult Chapter LO: 19-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

29 ..

111) One of AT&T's requirements of its advertising is that everything must be pretested and proven to be effective before it goes on the air or appears in print. Which of the following is NOT a company listed in the text that AT&T might hire to help test the strong and weak points of its advertising?

A) Ameritest B) Millward Brown C) Ogilvy D) Ipsos ASI E) GfK Answer: C Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 112) Frank is a senior account planner and is in charge of concept testing. At which stage of a campaign is concept testing performed?

A) before an ad or campaign runs B) while an ad or campaign runs C) after an ad or campaign has run D) before and after a campaign runs E) before, during, and after a campaign runs Answer: A Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 113) To understand the effectiveness of the most recent campaign for Table Time, a packaged meal brand, planners used tracking studies to measure changes in consumer brand awareness, knowledge, and affinity. These are all examples of ________ measures.

A) concept B) semiotic C) surrogate D) behavioral E) cognitive Answer: C Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

30 ..

114) To understand how effective Table Time's most recent IMC campaign was in comparison to its closest competitors' campaigns, brand planners would most likely use which of the following data?

A) norms B) semiotics C) coverage D) ratings E) circulation Answer: A Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 115) Mars, Inc., the makers of M&M's candy, was recently running television ads featuring the colorful nature of its candy with the tagline, "Chocolate is better in color." What type of research would be used to evaluate these commercials as the campaign is running?

A) development research B) tracking study C) post-testing research D) concept testing E) semiotic testing Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 116) Marwin is a senior account planner and is in charge of tracking studies. At which stage of a campaign is a tracking study performed?

A) before an ad or campaign runs B) while an ad or campaign runs C) after an ad or campaign has run D) during and after a campaign runs E) before and after a campaign runs Answer: D Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

31 ..

117) The planners for Cat Care, a line of cat food and products, want to gather information about which commercial in a new campaign is most effective at increasing sales. Which of the following methods would be best for helping the planners gather the information they need?

A) semiotics testing B) single-source research C) recognition testing D) brand linkage testing E) conversion research Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 118) You received a phone call one evening from a research company asking about your television viewing the night before. After confirming that you did watch the program, the researcher then asked you, "Do you remember seeing a commercial for any fast food restaurants?" You didn't remember any, so then she asked you, "Do you remember seeing a commercial for Wendy's?" Once she said that, you did remember seeing a Wendy's commercial.

What type of question got you to remember seeing the ad?

A) recognition B) unaided recall C) aided recall D) unprompted recall E) prompted recall Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 119) You received a phone call one evening from a research company asking about your television viewing the night before. After confirming that you did watch the program, the researcher then asked you, "Do you remember seeing a commercial for any fast food restaurants?" Which type of question is this?

A) recognition B) unaided recall C) aided recall D) unprompted recall E) prompted recall Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

32 ..

120) You and your family are part of a consumer panel, and each time you go to the grocery store, you give the sales clerk your ID number. The research company tracks your purchases, as well as several other households' purchases, to determine the extent to which its clients' advertising works. What type of research are you participating in?

A) inquiry test B) scanner research C) concurrent research D) optimization research E) test marketing Answer: B Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 121) Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers. Which of the following tools would Molly most likely use?

A) inquiry test B) scanner research C) recognition testing D) single-source research E) test marketing Answer: A Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 122) Which of the following public relations outputs measures coverage?

A) number of PR products, such as news releases or brochures, generated B) number of media outlets receiving PR products C) number and size of clips, column inches, or minutes of time or space D) media placements multiplied by circulation or broadcast reach E) equivalent ad costs for time or space Answer: C Difficulty: Difficult Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge

33 ..

123) Aziza is responsible for determining the efficiency of an in-store coupon promotion for a new Cat Care food product. Which of the following would Aziza most likely use?

A) inquiry test B) recognition test C) break-even analysis D) single-source research E) test marketing Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 124) Which measure would be most helpful for determining how well a banner ad achieves the objective of increasing the number of transactions on a retail website?

A) click-through rate B) recognition test C) break-even analysis D) cost-per lead E) conversion rate Answer: E Difficulty: Difficult Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 125) Computer models are most important for which of the following techniques?

A) recognition tests B) payout analysis C) break-even analysis D) media optimization E) test marketing Answer: D Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Information technology

34 ..

126) Of the following, which would be the biggest number for a magazine?

A) circulation B) guaranteed circulation C) coverage D) ratings E) total audience Answer: E Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 127) Six months ago, Volkswagen launched a new campaign that included print ads and television commercials. Edwin thought the commercials were clever, but exposure to the commercials didn't change Edwin's behavior. However, six months after viewing the commercials, Edwin has decided he needs to purchase a new car, and he includes Volkswagen on the list of cars he wants to test drive. Edwin's behavior is an example of which of the following?

A) the break-even point B) unaided recall C) an instantaneous effect D) a carryover effect E) a synergistic effect Answer: D Difficulty: Moderate Chapter LO: 19-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

35 ..

Refer to the passage below to answer the questions that follow.

You are having dinner with your former college roommate, who is a neurosurgeon. You are an account planner at an advertising agency, and you do a lot of ad testing. You're trying to get him to help you with some neurological tests to determine the effectiveness of some of your clients' ads, especially those that attempt to evoke strong emotional responses. He asks you, "If advertising is done to sell a product, why don't you just measure sales to determine the effectiveness of an ad?" You try to explain to him that it is not that simple, and you tell him about all the types of research you conduct at various stages of a campaign.

128) Which of the following is a reason that advertisers use other measures in addition to sales as a measure of advertising effectiveness?

A) Sales are never an accurate measurement of advertising effectiveness.

B) Measuring other data is far cheaper than measuring sales.

C) Manufacturers, and therefore their advertising agencies, do not have access to sales data because it is collected by retailers who don't make that available to them.

D) Creating higher levels of brand recognition is one of the major objectives of advertising and isn't necessarily reflected in sales.

E) Advertisers don't normally measure advertising effectiveness with other measures besides sales.

Answer: D Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 129) You tell your friend about the research you do before an ad even appears in any medium.

This research assists in the go/no-go decision about finished or nearly finished ads. This type of testing that assesses the strengths of the finished message and predicts how well it will perform is known as ________.

A) message strategy testing B) surrogate testing C) tracking studies D) pretesting E) test marketing Answer: D Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

36 ..

130) You also explain that while it is important to calculate the return on investment (ROI) for brand communication efforts, it is often difficult to directly measure ROI. For which marketing tool is it easiest to determine ROI? A) broadcast advertising B) out-of-home advertising C) direct marketing D) public relations E) buzz marketing Answer: C Difficulty: Moderate Chapter LO: 19-3 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 131) According to this chapter's "A Matter of Practice," what are the three performance measures that can be used to assess executional quality of advertising?

Answer: According to Charles Young, President of Ameritest, the three executional quality performance measures are attention-getting power, branding, and motivational impact.

Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking 132) Is it better to test earlier or later in the course of an advertising campaign? Why? Answer: It is better to test earlier than later for two reasons. First, the earlier you test, the cheaper it is to conduct the evaluation. Second, the earlier you test, the more opportunity you have to use information from the test to make adjustments that will improve the effectiveness of the campaign.

Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Application of knowledge 133) Briefly explain the distinctions between pretesting, monitoring, and measurement of a campaign.

Answer: Pretesting is done before a campaign "goes live" to determine which adjustments might make the campaign more effective. Monitoring occurs while a campaign is running, and measurement is the evaluation conducted after a campaign to determine its actual effects and results.

Difficulty: Moderate Chapter LO: 19-1 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

37 ..

134) How might a marketer use Google to create an experiment to judge the effectiveness of a campaign?

Answer: Google provides many tools for campaign evaluation, including the ability to set up an experiment delivering one campaign to one set of consumers and another version of the campaign to a second set of consumers. Consumer response to the different aspects of the campaign can then be more accurately measured.

Difficulty: Difficult Chapter LO: 19-1 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge 135) What are two disadvantages of using single-source research to evaluate a campaign?

Answer: Single-source research can produce dependable results, but it is expensive in comparison to some other evaluation methods. Also, while it is effective for measuring shortterm immediate sales effects, it doesn't effectively capture other brand-building effects.

Difficulty: Difficult Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 136) What are the differences between a recognition test, an unaided recall test and an aided recall test?

Answer: A recognition test, the least rigorous of the three, involves showing an advertisement to a participant and asking if he or she remembers seeing it before. An unaided recall test involves asking a participant if he or she recalls seeing an ad for a product without mentioning the brand name, while an aided recall test asks whether the participant recalls seeing an ad for a particular brand. The ad itself is not shown in either recall test.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 137) In the measurement of a public relations campaign, what is the difference between output and outcomes?

Answer: Output refers to the count of how many news releases led to stories or mentions in stories in the media. Outcome is the effect of this output on the target audience, typically measured by attitudinal or behavioral change due to the public relations material.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Analytical thinking

38 ..

138) Hector is a media buyer, and one of his responsibilities is to evaluate the media vehicles he will purchase for his clients. Name the companies that he most likely uses to give him information on print and broadcast media audiences.

Answer: The Audit Bureau of Circulations, Experian Simmons (formerly known as SMRB), and MediaMark provide audience data for print media. For broadcast, Arbitron and A.C. Nielsen provide audience monitoring.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 139) Charles is going to be a member of a discussion panel at an upcoming conference on issues facing media planners and buyers. The topic of his panel's discussion will be the biggest challenge facing media planners and what is currently being done in the industry to address this challenge. Briefly describe what specific issues will most likely be discussed during this session.

Answer: The biggest challenge in media planning is media efficiency. Advertisers want to know their dollars are being spent in the most efficient way and for the greatest impact. Media planners use computer media optimization models of media performance in making decisions about media selection, scheduling, and weights (amount of budget). Models are always theoretical, so one result of post-evaluation is that the actual performance of a plan can be compared with the results projected by the media planner's model. The goal in testing media planning is always to optimize the budget—to get the most impact possible with the least expenditure of money.

Difficulty: Difficult Chapter LO: 19-3 Course LO: Describe the decisions involved in developing effective promotion mix strategies AACSB: Application of knowledge 140) RoC Retinol Correxion is a skin cream product that says you can "Get 10 Years Back." The print ad doesn't really give much information regarding the product, but it does say, "For more about the science behind RoC, visit rocskincare.com." How can the effectiveness of this ad be measured?

Answer: Ads containing elements that can be returned (i.e., Web address) are evaluated by using direct-response counts. Because this ad contains a direct-response element, RoC can simply count the number of readers who visit the website.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Application of knowledge

39 ..

141) Maria is a public relations specialist who works primarily on writing news releases and feature stories for the clients of the agency in which she works. On the most basic level, how can her efforts be evaluated?

Answer: The evaluation of public relations examines the success of the program in getting the message out to the target audience in terms of output (materials produced and distributed) and outcomes (acceptance and impact of the materials), as well as public opinion and relationship tracking. It would seem that the most basic level of analysis for evaluating Maria's efforts would be to look at output measures.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of effective public relations tools AACSB: Application of knowledge 142) The Kitchen Table is a specialty kitchen store that tries to get customers to make repeat visits. To do that, the Kitchen Table holds cooking demonstrations hosted by various chefs from restaurants around town. To promote these events, the store advertises in the newspaper for two weeks leading up to each event. How can the store know if the ads are successful?

Answer: A simple way to assess the effectiveness of the ads is to count how many people show up for the cooking demonstration that was advertised.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 143) What does Melissa Read, director of marketing analysis and strategy at Sapient, mean when she says that consumers experience an "ecosystem of digital properties"?

Answer: The "ecosystem of digital properties" refers to the multichannel and multiplatform experiences consumers have with products and brands. While websites are an important part of this ecosystem, mobile communication, tablet communication, and outdoor display are increasingly valued channels. Brand messages are carried through multiple channels, such as social networks, games, paid digital media, consumer reviews, and video sharing.

Difficulty: Difficult Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking

40 ..

144) Why is it important for creatives working in digital media to have user-centered design skills?

Answer: Many product sites are simply not user friendly; they are difficult to navigate and do not provide the information that consumers most want and need to make a purchase decision.

Digital media designers should have a detailed understanding of the target customers' needs, goals, and context in order to provide the desired product information in an engaging and accessible format. A product website that is frustrating to use will negatively affect the brand image.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss how marketers can develop a safe and effective online presence AACSB: Analytical thinking 145) Coca-Cola is a global brand that advertises all over the world. Discuss the special problems managers face that make evaluation of international programs difficult.

Answer: First, many markets with distinctive characteristics must be analyzed, not just the markets in one country. Furthermore, the costs of running evaluation programs in smaller markets may not be cost effective. There may also be incompatibilities among various measurement systems and data analysis techniques that make it difficult to compare the data from one market to similar data from another market.

Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Diverse and multicultural work environments 146) What were the three objectives of the UPS campaign described in the chapter?

Answer: (1) Breaking through awareness.

(2) Breaking through the inertia trance.

(3) Breaking the relevance trance.

Difficulty: Difficult Chapter LO: 19-4 Course LO: Identify and describe the processes and tools of strategic marketing AACSB: Analytical thinking

41 ..

Refer to the passage below to answer the questions that follow.

Dell Computers dramatically increased its consumer advertising, resulting in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's website. One of Dell's popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell."

Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.

147) Dell's media buyers purchased television commercial slots based on audience estimate measures and then compared those estimates to the actual audience. What else should the Dell media buyers consider when using these exposure numbers to evaluate impact?

Answer: Any impact judged only by media audience measures should be viewed with caution because exposure to a message (i.e., the television was on) does not necessarily mean that the audience attended to the message. For example, what percentage of the audience leaves the room during a commercial or turns down the volume and attends to something else? For this reason, exposure should not be the only measure of impact.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Describe the steps involved in developing an advertising campaign AACSB: Application of knowledge 148) It seems like every week Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How could marketers evaluate the effectiveness of sales promotion offers such as this?

Answer: Marketers typically use sales as the leading evaluation measure. Other measures of effectiveness can include response rates, awareness and redemption rates.

Difficulty: Moderate Chapter LO: 19-3 Course LO: Discuss the selection of appropriate sales promotion tools AACSB: Application of knowledge 149) Dell uses a combination of media, one of which is direct mail. How can Dell evaluate the efficiency and effectiveness of the direct-mail ads?

Answer: In this case, Dell can measure effectiveness by using direct-response counts of consumers who request more information or who buy the product. In some ways, direct-response mechanisms are the easiest marketing communication tool to evaluate, both in terms of the message effectiveness and in terms of ROI efficiency, the sales-to-cost ratio.

Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the different forms of direct marketing AACSB: Application of knowledge

42 ..

150) Dell wants to use its "Dude, you're gettin' a Dell" campaign in other countries. At the very least, what type of research should Dell conduct before using this ad?

Answer: The effectiveness of an international evaluation program for advertising should focus, at least initially, on pretesting. Unfamiliarity with the culture, language, and consumer behavior can result in major miscalculations. Pretesting helps the advertiser correct major problems before miscommunication occurs.

Difficulty: Moderate Chapter LO: 19-4 Course LO: Describe the global marketing environment today and explain the options companies consider as they go global AACSB: Application of knowledge

43 ..