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ARE 136 Final
| Question | Answer |
|---|---|
| Integrated brand promotion (IBP) can be defined as: | the coordination of a number of promotional tools to create widespread brand exposure. |
| The reality of today’s marketing, despite rapid change, centers around a strong emphasis on the | brand. |
| Product differentiation is the process of | creating a perceived difference between the brand of one firm and the brand of a competitor. |
| By the late 1800s, manufacturers were developing brand names. This helped them | charge higher prices for their products. |
| Social media presence and blogging means advertisers have more control over content. | False |
| Pay for results, a payment scheme emerging in the advertising industry emphases the need for marketing research. | True |
| Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative and sometimes deceiving ads | False |
| Which of the following best describes primary demand? | It is the demand for an entire product category. |
| Although the courts and the FTC have been quite specific about defining many other practices, the definition of --------- has always been relatively vague. | unfair advertising |
| If firms decide to use comparison advertisements, they: | may be required by the FTC to substantiate their claims. |
| Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against? | Emotional appeals |
| Proponents of advertising claim that advertising addresses a wide variety of basic human needs and wants. | True |
| Advertisers of “controversial products” are in danger of deceiving the public when they attempt to show social responsibility, such as beer companies spending millions a year promoting responsible drinking. | False |
| It is possible to make a reasonable argument that advertising is actually quite good for the American society, and for other cultures around the world. | True |
| We explored the concept of consumer behavior from two perspectives. These two perspectives are ________. | psychological and socio-cultural. |
| ________can tap into information that has accumulated in one's memory as a result of repeated advertising exposure. | An internal search |
| A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is: | conducting an external search. |
| Which of the following is a difference between brand loyalty and a habit? | Habit involves low involvement, whereas brand loyalty involves high involvement. |
| Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need. | False |
| Shortly after Juan bought a truck, he began to doubt his purchasing decision and nervously questioned himself on whether the other trucks were better deals. The process Juan is experiencing is called an internal search. | False |
| While grocery shopping, Kate picks up the "Krispys" cereal instead of the usual cereal that she buys every day. This is an example of variety seeking. | True |
| What does T stand for in the term STP marketing? | Target |
| What is a downside to adopting a heavy-user-focused segmentation plan? | Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand. |
| What is the first step in STP marketing? | Segmenting. |
| Which tool has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation? | PRIZM |
| When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market. | True |
| Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses | False |
| Any meaningful positioning strategy needs to include several broad elements in its message— including attention getting, variety, flexibility, and complexity. | True |
| When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n): | concept test. |
| ______is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create. | Design thinking |
| An advantage offered by secondary data from government sources is that the information is: | available even to small businesses with no research budget. |
| ______ is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions. | Copy research |
| Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight. | False |
| Google Groups and Facebook are good sources of secondary research data today. | True |
| New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called: | creative abrasion. |
| Comparison ads try to demonstrate a brand’s ability to satisfy consumers by: | weighing its features against those of competitive brands. |
| A hard-sell ad is most likely to create a(n)----------- in potential consumers. | sense of urgency |
| An advertiser for gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending? | A feel-good message |
| Advertisers promote brand recall through repetition and memory aids. | True |
| Fear-appeal ads can be successfully used in almost all product categories. | False |
| Which of the following is true of the media environment today? | Digital media must synergize with traditional media to work effectively. |
| When comparing the cost of radio and television advertising, which of the following is true? | Radio offers a low absolute cost that television can't match. |
| To be most effective, brands should leverage social media as a digital advertising opportunity that can target by | consumer lifestyle |
| Which of the following is true of paid media? | They are advertisements that can be purchased on a social network or other digital platforms. |
| In the context of social media advertising, earned media are brand assets or objects created within social networks by organizations. | False |
| Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies | True |
| The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests. | True |
| Which of the objectives of promotion did all these activities have in common? | Eliciting immediate purchase of a product |
| Which of the following promotional concepts was demonstrated by the company that hired a sales person to hand out slices of pizza? | In-store sampling |
| Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste. This is an example of a(n): | on-package sampling. |
| The store gives Stacey a loyalty card for the toothpaste which she must produce the next time she visits the store to purchase the product. This is an example of a: | frequency program |
| Digital media is a more cost effective alternative to traditional media. | False |
| Sales promotion is the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers. | True |
| Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer. | False |
| Today’s dynamic marketing environment has led to a new order in which brand builders want to: | be part of the entertainment that their target consumers enjoy. |
| Which of the following is a reason for brand builders to participate in various forms of event sponsorships? | They are looking for benefits through unique associations with something new and smart. |
| In order to make the most of event sponsorships, marketers should not only establish media impressions, but also: | find a way to link the brand with a positive feeling that will go beyond the duration of the event. |
| Which of the following is true of branded entertainment? | It would not exist without the marketer’s support. |
| Using events, product placement, and branded entertainment in an IBP makes the rules for its success easy to pin down. | False |
| The majority of the promotional funds spent on event sponsorships today go toward sporting events. | True |
| A brand’s pricing strategy is an essential part of the overall marketing plan. | True |
| Nature Fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered as an advertising campaign, Nature Fresh's ads must: | target a mass audience. |
| A possible definition of marketing says ________. | marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others |
| The task of any business is to ________. | deliver customer value at a profit |
| In the model of mass-mediated communication, the: | consumers interpret ads in a way that makes sense to them individually and serves their needs. |
| Product differentiation is the process of | creating a perceived difference between the brand of one firm and the brand of a competitor. |
| Which of the following is a major factor that gave rise to advertising? | The industrial revolution |
| Ads in the 1920s showed slices of life in a way that depicted: | how consumers should have a good time. |
| During which era did advertising become art? | The Creative Revolution (1960 to 1972) |
| An established manufacturer is being investigated by the FTC for claims that its oatmeal can prevent heart disease. Its executives are aware that if the claims are found to be false, the firm may receive the FTC’s most severe penalty, which involves: | ordering corrective advertising. |
| What is the most fundamental ethical issue in advertising? | Deception, particularly false or misleading statements |
| Vertical cooperative advertising is usually legal, except when | advertising allowances are given in the form of hidden price concessions. |
| Of the three entities regulating the advertising landscape, which one is the most effective? | Consumers |
| The _______outlines the responsibilities and social impact advertising can have and promotes high ethical standards of honesty and decency for the industry. | 4As Creative Code |
| Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against? | Emotional appeals |
| The purpose behind all efforts at market segmentation is to identify the | consumers with common characteristics that will respond similarly to an advertising message |
| During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ________ markets. | target |
| The selection of key themes or concepts that the organization will feature when communicating with customers about their brand is known as | positioning strategy. |
| Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase? | conducting an internal search for information |
| A top-of-mind brand is: | the brand that comes to mind in a product category when asked to name the first brand one can think of |
| Brands that meet consumers' initial buying criteria are called the ________ set. | consideration |
| Integrated brand promotion (IBP) is | the coordination of a number of promotional tools to create widespread brand exposure. |
| Which of the following modes of consumer decision making involves high involvement and low experience? | Extended problem solving |
| A young mother consistently buys Oreos for a special treat, which her kids love. However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste. Which mode of consumer decision making does this demonstrate? | Variety seeking |
| A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is: | conducting an external search. |
| After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the Samsung 7 she purchased. This is an example of --------- . | cognitive dissonance |
| A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds. To maintain internal consistency, the firm might take all of the steps below, EXCEPT for which one? | expanding on its menu |
| Managers use SWOT analyses to: | assess their companies’ internal and external environments |
| According to the BCG growth-share matrix, _____ are strategic business units with products that have a high market share in a high-growth market. | stars |
| Torque is using advertising which involves the --------- | semantic memory |
| A lot of fans have joined Torque's media page. This is an example of a -------. | brand community |
| The people of Benson believe that a person driving a sports car marks success. It is most likely that owning a sports car manufactured by Torque would have ------. | high cultural capital |
| The consumers of segment A can be classified as________. | heavy users |
| Which of the following marketing strategies is more likely to have been used by the company to target segment B users? | Point-of-entry marketing |
| Segment C consumers are more likely to be ______________. | variety seekers |
| If Sunshine Meals Inc. begins producing a range of sugar free marmalades to target a small segment of health conscious consumers who would be willing to pay a premium price for products appropriate for their diets, this would be an example of | niche marketing |
| Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite social shifts and technological advances, a culture’s views on what is acceptable and unacceptable never change | False |
| Advertisers include business organizations, but exclude not-for-profit organizations. | False |
| The Dorfman-Steiner condition states that firms in a competitive market have no incentive to advertise | True |
| In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began | True |
| Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative ads. | False |
| The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools. | False |
| Social media presence and blogging means advertisers have less control over content. | True |
| The Household production function could be interpreted as consumers deriving utility from creating their own identity via consuming products and brands they identify with | True |
| The underlying role and purpose of advertising and promotion has changed drastically and will continue to change. | False |
| Prospect Theory predicts that goods are valued more before they are owned or partially adapted. | False |
| Setting a default option and allowing consumers to opt out at a certain deadline takes advantage of present bias and time inconsistent preferences | True |
| When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product | False |
| The consumption process is based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation. | True |
| Demographic segmentation is used in selecting target segments by focusing on consumers’ descriptors such as their age, gender, and income level. | True |
| Consumer preferences and new technologies are reshaping the communication environment. | True |
| While purchases based on brand loyalty are merely consumption simplifiers, purchases based on habit are the result of a strong commitment to a brand. | False |
| Advertisers promote brand recall through repetition and memory aids | True |
| Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd. The campaign alone will be enough to gain the loyalty of the younger segment. | False |
| Primary demand stimulation impacts only on those products that advertise. | False |
| A brand’s value proposition is a statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefit | True |
| Four P's | 1. Product (brand name, packaging, sizes, services, quality, design, features,) 2. Price (list price, discounts, payment period, credit terms) 3. Promotion (sales, advertising, marketing) 4. Place (coverage, locations, inventory). |
| The selection of key themes or concepts that the organization will feature when communicating with customers about their brand is known as | positioning strategy. |
| Brands that meet consumers' initial buying criteria are called the ________ set. | consideration |
| Sparkles Inc. has launched an advertisement on a local television channel. The ad promotes the new set of Acrylic paints and informs customers that the first five people who call in receive a free sample. This is an example of --------. | direct response advertising |
| The model of advertising discussed assumes that with an increase in advertising expenditure, the demand function ________. | increases first at an increasing rate, then at a decreasing rate |
| A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers and brought together to discuss various topics of interest at length. | focus group |
| A company wants to measure the impact of increases in advertising expenditure on sales and sales revenue. This is an example of ________ research. | causal |
| Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population? | questionnaire research |
| The research that allows to directly identify a causal relationship is ________ research. | experimental |
| Of the three entities regulating the advertising landscape, which one is the most effective? | Consumers |
| Though it is almost impossible to define, creativity is essentially the ability to: | hold together seemingly inconsistent elements. |
| In the context of advertising, which of the following is true concerning teams? | They have become the primary means for getting things done. |
| When comparing the cost of radio and television advertising, which of the following is true? | Radio offers a low absolute cost that television can't match. |
| Which type of advertising is the most sophisticated, and though difficult to pull off, can powerfully weave ad images with real-life experiences? | Transformational |
| For advertising to achieve communications and sales objectives, the media placement should | not miss the target audience |
| Which of the following is true of the media environment today? | Digital media must synergize with traditional media to work effectively. |
| For an item to be defined as an advertising specialty, it must: | contain the sponsor's brand name or slogan. |
| In the model of mass-mediated communication, the: | consumers interpret ads in a way that makes sense to them individually and serves their needs. |
| Which of the following types of advertisements evolved during the 1920s? | Slice-of-life |
| During which of the following eras did consumer culture become the new normal, a permanent central feature of society? | World War II and the 1950s (1942 to 1960) |
| Which of the following best describes primary demand? | It is the demand for an entire product category. |
| The greatest advantage of television as an advertising medium is its ability to: | send a message through sight and sound. |
| Which of the following is true of paid media? | They are advertisements that can be purchased on a social network or other digital platforms. |
| Eventually, they come to the conclusion that they would ultimately gain the most—but would also have to spend the most—if the business decided to: | be an exclusive sponsor of an event. |
| MyMVPs arranges to sponsor a few high schools, and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as: | any collateral communication or activity reinforcing the link between a brand and an event. |
| MyMVPs decides to make sponsorship its priority. Not only can they build relationships, but they can get their name out. They also print cards and signs to distribute. In a small-scale, this is the same thing corporations do when they make an effort to: | leverage the event as much as they can. |
| The type of advertising research undertaken before ads are made is known as_______. | developmental research |
| Both advertising and promotion are used to build brands. For which of the two is it easier to measure effects that estimate contribution to sales, and why? | Promotion, because responses can be specifically identified and tracked |
| Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective. As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase? | Hard-sell |
| Which type of ads do PepsiCo's throwback commercials represent? | Feel-good ads |
| Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can: | become a product attribute linked to the brand |
| If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use? | Slice-of-life ads |
| Below-the-line promotion is also referred to as ________. | unmeasured media |
| Which of the following is most likely to be used for above-the-line promotion? | Magazines |
| The blend of different media that will be used to effectively reach the target audience is called the: | media mix. |
| friends talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, “Yeah, that is one great ad. Who was that for again?” From this scenario, it is clear that the ad the friends were talking about: | is not a persuasive ad. |
| A company wants to launch a new campaign to boost sales. In order to target the right customer base, the company refers to their social media. Through these sites, it collects data.. Which of the following is being used to find customers? | Big Data |
| Which of the following measures media weight based on both reach and frequency? | Gross rating points |
| A client agrees to launch a new line of flavored mouthwashes by running heavy advertising for two weeks, followed by no advertising at all for a while, and then again having a two-week period of heavy advertising. What kind of a media schedule is this? | Flighting |
| A regional office store wants to serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build loyalty. Which of the following forms of sales promotion works best? | Frequency programs |
| An business has reinvented itself and come up with some new products. The owners want to go beyond the same ads to promote the products. you suggest a merger of advertising and entertainment, including promotions in video games. This mix is known as: | Madison & Vine. |
| The primary role for consumer sales promotion is to: | elicit a purchase from a customer. |
| A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy’s new toy is an example of a: | free premium. |
| For an item to be defined as an advertising specialty, it must: | contain the sponsor's brand name or slogan. |
| A soft drink brand sponsors a baseball match that is broadcast to large audiences on the tv and radio, in newspapers, and on social media. However, this does not result in an increase in sales. Which of the following is most likely a reason for this? | The brand failed to connect with the audience. |
| Event sponsorship is more likely to be effective when there is a significant overlap between the: | event’s participants and the marketer’s target audience. |
| New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called: | creative abrasion. |
| Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers would prompt her to consider the teen magazine? | Their limited ability to segment target audiences |
| The media planner understands that a teen-oriented magazine will have one big advantage that magazines have over other print and broadcast media. Which of the following advantages is the media planner most likely referring to? | A high degree of audience selectivity |
| The agency has designed an ad for a teenage girls' magazine and is fairly sure that the ad will be very effective. Which of the following is most likely a reason for this? | The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure. |
| The client is interested in placing an ad in the teen magazine and cites several reasons why placing an ad in the magazine would be a good idea. Which of the following is an incorrect statement and would not be a good reason for this placement? | Magazines are free of ad clutter that other forms of media are subjected to. |
| As opposed to using digital media, using traditional media makes it easier to make an advertising campaign global. | False |
| Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media. | True |
| Using events, product placement, and branded entertainment in an IBP makes the benchmarks for its success easy to measure. | False |
| Consumer preferences and new technologies are reshaping the communication environment. | True |
| The underlying role and purpose of advertising and promotion has changed drastically and will continue to change. | False |
| The Dorfman-Steiner condition states that advertising makes demand more inelastic | False |
| When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising. | True |
| In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible | True |
| It is critical to realize that for the most part, mass media are supported by advertising. | True |
| One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey. | False |
| Internal company data such as customer service reports and customer complaints are considered sources of primary data. | False |
| Subliminal advertisement has been proved to be an effective way of embedding images and messages into an advertisement that influences the unconscious minds of people. | False |
| It is almost impossible to legislate against emotional appeals in ads, since even if they seem exaggerated or inaccurate, they are unquantifiable and hard to prove. | True |
| An advertisement for a peanut butter product of one firm that compares itself to the peanut butter product of another firm would be considered illegal because it mentions brand-name goods produced by another firm. | False |
| An individual would tend to have higher involvement in a purchase of an item if it is of a lower price. | False |
| Experience and involvement are both low in the extended problem solving decision making mode. | False |
| When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market. | True |
| Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense. | False |
| A communication test simply explores whether the people “get” the ad—whether they understand the main point, get the joke, or see the connection. | True |
| Advertisers promote brand recall through repetition and memory aids. | True |
| Fear-appeal ads can be successfully used in almost all product categories. | False |
| Events are an example of measured media. | False |
| Businesses like to promote their products with rebates because they often do not get cashed in due to procrastination. | True |
| Program rating is the best-known measure of TV audience, and it is the basis for the rates TV stations charge for advertising on different programs. | True |
| The only medium that places the advertising, the product, and the consumer together in the same place at the same time is Point-of-Purchase advertising. | True |
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