question

When a company sells a product but does not follow up in any way is a(n) _____ relationship.

answer

Basic Transactional

question

In a(n) _____, a salesperson sells products and encourages customers to call if they encounter any problems.

answer

Reactive Relationship

question

_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media.

answer

Advertising

question

In _____, a third-person persona tells a story about others to an imagined audience.

answer

Narrative Messages

question

A bargain barn in the suburbs of Philadelphia placed an ad in the local newspaper to attract consumers with heavy discounts over the Thanksgiving weekend. But, most people missed the ad owing to a spate of promotional ads placed by a newly-opened pizzeria in the same locality. The ads of the pizzeria were colorful and attractive which distracted many potential consumers of the bargain barn. Consequently, there was much less footfall over the Thanksgiving weekend in the bargain barn than expected. The ads of the local pizzeria served as _____ for the bargain barn.

answer

Noise

question

A firm's advertising is always aimed at a particular segment of the population referred to as the _____.

answer

Target Audience

question

The type of advertising published in psychiatry journals aimed at practicing psychiatrists is referred to as _____.

answer

Business advertising

question

Define integrated marketing communications.

answer

Coordinating a strategic communications program that enables a customer to make constructive contact with the company or brand through a variety of media.

question

What is relationship marketing?

answer

Creating, maintaining and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value.

question

According to Kotler and Armstrong, what are the five levels of relationships that can be formed between a company and its various stakeholders?

answer

1. Transactional 2. Reactive 3. Accountable 4. Proactive 5. Partnership

question

Describe the traditional human communication process.

answer

source, encoding, message, channel (NOISE), decoding, receiver (FEEDBACK)

question

How does the human communication process relate to the advertising process?

answer

Advertising is a more structured form of communication between advertiser and customer.

question

What is the ultimate goal of the marketing process?

answer

To earn a profit for the firm by consummating the exchange of products or services with those customers who need or want them.

question

Describe how advertising fits into the marketing process.

answer

Advertising is an important tool that can help the organization achieve its marketing goals.

question

What is the difference between consumer and business advertising?

answer

Consumer advertising is more emotionally persuasive and entertaining. Business advertising is meant to persuade professional buyers who are buying goods or services for business use. It is more factual and has more copy.

question

During the _____, the Chinese invented paper and Gutenberg invented the printing press in Germany.

answer

Pre-industrial age

question

Who among the following is regarded as the father of advertising art and was the first American known to use illustrations in ads?

answer

Ben Franklin

question

An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free shipping, and the option of returning the bicycle if the customer was not satisfied with it. The primary function of the ad was to:

answer

Induce non-users to try the product

question

During the Great Depression in America, each brand sought to convince the public of its own special qualities. What is this marketing strategy known as?

answer

product differentiation

question

During the 19th century, manufacturers changed their focus to _____ in order to wrest back control from wholesalers.

answer

marketing

question

A feature that differentiates a coffee-maker from other similar products in the market is its _____.

answer

Branding

question

A publishing company prints three monthly magazines—one each for horse breeders, adventure sports enthusiasts, and care givers—to cater to different groups of readers with varying interests. This is an instance of _____.

answer

Market segmentation

question

When a soft drink company introduced a new peach-flavored drink in a market saturated with colas, it immediately found favor with health-conscious consumers. In this example, the soft drink company effectively uses _____ by associating its brand with the consumers' focus on healthy living.

answer

positioning strategy

question

During the postindustrial age, a growing affluence and sophistication of the consuming public characterized the marketing world of that time period in America. This trend was led by the _____.

answer

Baby Boomers

question

The record decline in advertising activity in America in 2001 resulted from:

answer

stockmarket decline, mild recession, 9/11

question

Typically, advertising expenditures are higher in countries with higher _____.

answer

personal incomes

question

What is the significance of information in the context of a market economy?

answer

customer can make an informed decision

question

Name the first "typefounder" who perfected a roman typeface that bears his name and is still used today.

answer

Garamond

question

What are consumer packaged goods?

answer

inexpensive brands of consumer luxury and convenience goods that are consumable

question

Describe the four fundamental assumptions of free-market economics.

answer

1. Self interest 2. Many buyers and sellers 3. Complete information 4. Absence of externalities

question

Simon Bates, a market analyst, believes that advertising sometimes causes prices of products to increase which, in turn, affect consumer demand adversely. In this instance, Bates is focusing on the _____ role of advertising.

answer

economic

question

David visited the supermarket to buy soft drinks. In this instance, David's demand for soft drinks can be classified as _____.

answer

primary demand

question

David visited the supermarket to buy soft drinks. In this instance, David's demand for soft drinks can be classified as _____.

answer

primary demand

question

When the city of Pensacola in Florida uses the slogan, "the best seafront vacation in the Americas" to promote tourism in the area, it is using _____.

answer

puffery

question

According to African American Sam Perkins, the owner of Maryland's largest ad agency, "If you were to come from another planet and watch American television, you would think that all black people did was play basketball and hang out on street corners, and do rap music." In this instance, Perkins is accusing advertising of:

answer

stereotyping

question

_____ refers to doing what society views as best for the welfare of people in general or for a specific community of people.

answer

social responsibility

question

The FTC defines _____ as any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.

answer

deceptive advertising

question

MedPro, an American drug manufacturer, claimed in an ad that its new drug for reducing cholesterol in adults is better than other similar drugs currently available in the market. According to the claims made by MedPro, the new drug significantly reduced the chance of heart disease, a dreaded side effect of some cholesterol-reducing drugs. Furthermore, laboratory tests helped substantiate MedPro's claim that the new drug substantially reduced the risk of heart disease in patients with high cholesterol. This is an example of _____.

answer

comparative advertising

question

Through the issuance of _____, the government provides incentives to invent, invest in, and disclose new technology worldwide.

answer

patents

question

The _____, an association of the largest ad agencies in the United States, controls agency practices by denying membership to any agency judged unethical.

answer

AAAA

question

What reason do the proponents of advertising cite when they say advertised products are safer?

answer

because they are more regulated

question

How does advertising add value to a brand?

answer

builds reputation, informs public, builds brand equity

question

How does advertising help lower prices?

answer

by increasing demand, allowing manufacturers to produce more for less, increases competition

question

What is selective demand?

answer

Consumer demand for the particular advantages of one brand over another

question

What is a trademark?

answer

Any word, name, symbol or device used to differentiate a product from its competition

question

A hardware store mails an advertising flyer to all the residents in its community. This is an example of _____ advertising

answer

local

question

During the first week of November, local pharmacies ran ads to announce they were selling all of their Halloween candy and decorations at half their original prices. This advertisement is an example of:

answer

Clearance advertising

question

A petroleum company ran a series of commercials in which they asked consumers how they could improve and preserve the natural environment. After consumers responded to the ad, a spokesperson explained how the company was doing more than its share to protect the environment. These commercials are examples of _____ advertising.

answer

Institutional

question

A national manufacturer assisting a distributor in product promotion by providing direct mail flyers is an example of _____ advertising.

answer

Vertical co-op

question

As of January 2012, a super market chain operates 142 supermarkets in the metropolitan areas of New York, New Jersey, and Philadelphia. The chain advertises only in states where it has stores. This form of advertising is known as:

answer

Horizontal co-op

question

In a _____, a company sets up separate ad departments for different divisions, subsidiaries, regions, brands, or other categories that suit the company's needs.

answer

decentralized department structure

question

A(n) _____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies. Their mission is to develop exciting creative concepts and to produce fresh, distinctive advertising messages.

answer

creative boutique

question

_____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.

answer

copy writer

question

An ad agency's _____ coordinates all phases of production and makes sure everything is completed before the client and/or media deadlines.

answer

creative director

question

When an advertising agency purchases several hours of television time for its customers' commercials from a television station, the agency receives 15 percent of the gross amount charged by the station. The 15 percent is known as:

answer

media commissions

question

An ad agency in Atlanta, Georgia, buys a quarter-page ad in a golfing magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, on a 15 percent commission basis. The cost of the ad is $300. How much money should the agency pay the publication?

answer

$255

question

An ad agency may need to purchase photographs and illustrations from an outside supplier for its client. The agency pays the outside supplier a fee and adds a(n) _____, usually 17.65 percent, to the client's bill.

answer

Markup

question

In the _____ method of compensation, advertising agencies charge clients for all their services and credit any media commissions earned to the client.

answer

straight fee (retainer) method

question

What is the greatest disadvantage associated with in-house ad agencies?

answer

Loss of objectivity, lower creativity, less experience or talent

question

The advertising business has evolved into four distinct groups. List them.

answer

Advertisers, Agencies, Suppliers and Media

question

_____ refer(s) to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

answer

consumer behavior

question

The term _____ refers to the information we receive through our five senses.

answer

perception

question

_____ is a relatively permanent change in thought process or behavior.

answer

learning

question

_____ occur(s) when the change in belief, attitude, or behavioral intention is caused by promotion communication.

answer

persuasion

question

A(n) _____is our acquired mental position regarding some idea or object.

answer

attitude

question

Paula always drinks a Softpop, a brand of soda. If the department store where she usually shops does not stock Softpop, she refuses to buy a different brand and goes to another store to find it. In this instance, she displays _____ for Softpop through her behavior.

answer

brand loyalty

question

An advertisement for an elite school invites students "who want to be more, who can be more, and who dare to be more" to call or write for additional information. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to one's _____ need.

answer

self-actualization

question

_____ refer to people one tries to emulate or whose approval is important.

answer

reference groups

question

A famous basketball player endorses a brand of sportswear. For the brand's target market that consists of young males, the basketball player is most likely to be a(n) _____.

answer

opinion leader

question

Since Americans love hot dogs, peanut butter, corn on the cob, and apple pie, a foreign fast food restaurant that recently opened in an American city changed its menu to suit local tastes. This is an example of the influence of _____ in marketing.

answer

culture

question

When buying a new backpack, Maria selected four different brands in the shop and checked them for durability and quality. In this scenario, the alternative brands that she evaluated comprised the _____.

answer

evoked set or consideration set

question

Johann buys an expensive microwave oven for his wife from an online retailer. After having made the purchase, he begins to wonder whether he should have bought a different model. He starts to weigh the pros and cons of both models but decides that the one he had bought was better anyway. This is an example of _____.

answer

post purchase dissonance

question

List the three general categories of customers.

answer

Current customers, prospective customers and centers of influence

question

What are the two routes to persuasion according to the Elaboration Likelihood Model?

answer

central and peripheral

question

What are the three aims related to habits that companies have in the quest for brand loyalty?

answer

breaking habits, acquiring habits, reinforcing habits

question

In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.

answer

repertoire users

question

A manufacturer of wax for snow skis offers different versions of its product so that it is suitable for areas where the snow tends to be wet and heavy, in regions where the snow is packed, and in places where the snow is a fine powder. This is an example of _____ segmentation.

answer

geographic segmentation

question

A home building company specializes in constructing houses for old people. The houses are constructed with doors wide enough for wheelchairs to pass through, lever-operated door handles, roll- out shelves, and raised toilet seats. Which of the following types of market segmentation does this company employ?

answer

benefit segmentation

question

By marketing products to people who desire a luxurious lifestyle, a company is using _____ segmentation.

answer

psychographic segmentation

question

To appeal to a new target market, a coffee manufacturer changed the product's package design, reformulated the coffee, began advertising price discounts in magazines, and started distributing samples of the new product at coffee shops. In this scenario, the coffee manufacturer changed the _____ in order to boost sales.

answer

Marketing Mix

question

_____ represent(s) the value of a brand's capital.

answer

equity

question

When companies manufacture a product and sell it to resellers (distributors or dealers), who put their own brand on the product, it is called a(n) _____ strategy.

answer

private labeling

question

A cosmetics company allows customers to purchase its products through its Web site. This represents _____ distribution.

answer

direct

question

A(n) _____ includes all the firms and individuals that take title or assist in taking title to the product as it moves from the producer to the consumer.

answer

distribution channel

question

List the four major stages in the product life cycle.

answer

introduction, growth, maturity, decline

question

How is product pricing affected by market demand?

answer

Higher demand=lower price; Lower demand=higher price

question

Describe the steps involved in the market segmentation process.

answer

1. identify groups of people with shared needs. 2. aggregate these groups into larger market segments according to their interest in the product's utility

question

According to Stephan and Tannenholz, what are the six categories of consumers based on user status? Briefly describe them.

answer

1. Sole users 2. Semi-sole users 3. discount users 4. aware non triers 5. trial/rejectors 6. repertoire users

question

Briefly describe the 4Ps of marketing.

answer

Product- what are we selling, Price-How much should it cost, Place-where will it be distributed, Promotion-How will we advertise it

question

Distinguish between primary demand and selective demand.

answer

Primary Demand - consumer demand for the whole category, Selective Demand - consumer demand for a specific brand

question

_____, a category of IMC research, provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.

answer

post-testing

question

_____ refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions.

answer

marketing research

question

To increase the likelihood of preparing the most effective advertising messages, companies use ____, a category of IMC research.

answer

pre-testing

question

A marketing research agency conducted a study to determine the reasons for the failure of a campaign aimed at curbing binge drinking among college students. The researchers visited various university campuses and collected information by speaking to students as well as members of the staff. This information gathered by the researchers is an example of _____.

answer

informal research

question

In order to get hard numbers about specific marketing situations, researchers may perform a survey or use some other form of _____.

answer

quantitative research

question

Investigators use _____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

answer

qualitative research

question

The _____ method of conducting marketing research is used to measure cause-and-effect relationships.

answer

experimental method

question

A technology research company conducted an evaluation of its service by asking consumers to fill a questionnaire about how well the company's Web site helped them find the information they were looking for. In this scenario, which method of marketing research did the technology company use?

answer

survey

question

In _____, test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses.

answer

clutter tests

question

_____ measure what respondents noticed, not whether they actually buy the product.

answer

recall tests

question

Researchers select from the population a(n) _____ that they expect will represent the population's characteristics.

answer

sample

question

_____ do not give every unit in the entire target population an equal chance of being included, so there is no guarantee the sample is representative.

answer

non-probability samples

question

Describe how research objectives should be established in the marketing research process.

answer

A company must be clear about what decisions it has to make that research results will guide. Once it knows the application, it can set down clear, specific research objectives in writing.

question

What are the advantages and disadvantages of using focus groups?

answer

Pros: can help determine if spokesperson is viable, can point out if ad is unclear or if claims are not plausible Cons: aren't a representative sample of population, may fall victim to halo effect

question

Briefly describe how questionnaires are designed.

answer

Effective survey questions have three important attributes: focus, brevity and clarity. The 4 most common types of questions used are: open-ended, dichotomous, multiple choice and scale Demographic questions should come at the end of the survey.

question

A(n) _____ is a document that serves as a guide for the present and future marketing activities of an organization.

answer

A marketing plan

question

Starting the marketing plan with a _____ helps remind planners and marketing partners about what the organization is and what it stands for.

answer

mission statement

question

A(n) _____ refer(s) to a detailed description of a brand's current marketing position.

answer

situation analysis

question

_____ refer to outcomes that can reasonably be associated with promotional activities, such as increases in brand recognition or awareness.

answer

communication objectives

question

_____ refer(s) to the place a brand occupies competitively in the minds of consumers.

answer

positioning

question

In terms of marketing strategy, the _____ of a company determine(s) the specific short-term actions to be taken, internally and externally, by whom, and when, and largely influence advertising campaigns.

answer

tactics

question

What is the first step in Wang and Schultz's seven-step IMC planning model?

answer

segmentation/classification

question

In the IMC pyramid, _____ refers to acquainting people with the company, product, service, and brand.

answer

awareness

question

In terms of IMC strategy, the _____ refer(s) to the specific people the IMC will reach.

answer

target audience

question

The "bundle of values" the advertiser presents to the consumer is referred to as the _____.

answer

product concept

question

What is meant by SWOT analysis?

answer

Strengths, Weaknesses, Opportunities, Threats

question

Distinguish between sales target objectives and communication objectives.

answer

Sales Target Objectives: increasing and maintaining sales volume and market share Communication Objectives: Increasing brand awareness, comprehension or image

question

Briefly describe the bottom-up marketing plan.

answer

A company begins by finding one great tactic, then focuses all elements of the marketing mix and strategy on the tactic

question

Describe the five communication objectives in terms of the IMC pyramid.

answer

Awareness- to acquaint people with the company, product, service and brand Comprehension- to communicate enough information about the product so that some percentage of the aware group recognizes the product's purpose, image, or position, and perhaps some of its features Conviction- to persuade a certain number of people to actually believe in the product's value Desire- moving people to want the product Action- some percentage of those who desire the product will take action

question

Briefly describe any five of the nine methods for setting an IMC budget.

answer

% of sales, % of profits, unit of sale, competitive parity, All available funds

question

The elements of the _____ are the product concept, target audience, advertising message, and communications media.

answer

creative mix

question

For print media, _____ refers to the number of subscribers.

answer

the circulation

question

For print media, firms like the Audit Bureau of Circulations count and verify the number of subscribers and then multiply by the estimated number of _____ to determine the total audience.

answer

reader per copy (RPC)

question

An _____ refers to a possible exposure of the advertising message to one audience member.

answer

advertising impression

question

The _____ refers to the percentage of homes exposed to an advertising medium.

answer

rating

question

_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks.

answer

reach

question

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program.

answer

frequency

question

_____ refers to the duration of an advertising message or campaign over a given period of time.

answer

continuity

question

The _____ indicates the sales potential of a particular brand in a specific market area.

answer

brand development index (BDI)

question

In a _____ media schedule, advertising runs steadily and varies little over the campaign period.

answer

continuous

question

The _____ method for scheduling media alternates periods of advertising with periods of no advertising.

answer

flighting

question

In the _____ method for scheduling media, the advertiser maintains a low level of advertising all year but periodically increases the intensity during peak selling periods.

answer

pulsing

question

_____, a method for scheduling media, refers to buying air time on all networks simultaneously.

answer

road blocking

question

List the two methods an advertiser may use to accumulate reach.

answer

By using the same media vehicle continuously, or by combining two or more media vehicles

question

What is meant by effective reach and effective frequency?

answer

Effective Reach: Measures the number or percentage of audience that receive enough exposures to truly receive the message Effective Frequency: The average number of times a person must see or hear a message before it becomes effective

question

The _____, a member of the creative team, is responsible for the nonverbal aspect of the message, the design, which determines the visual look and intuitive feel.

answer

art director

question

In advertising, the _____ is determined by what a company wants to say and how it wants to say it.

answer

IMC message

question

A(n) _____ refers to a simple written statement of the most important issues to consider in the development of a campaign: the who, why, what, where, and when.

answer

creative brief

question

Marketers use _____ appeals that are directed at the consumer's practical, functional need for the product or service.

answer

rational

question

_____ appeals target the consumer's psychological, social, or symbolic needs.

answer

emotional

question

A(n) _____ refers to a simple description and explanation of a campaign's overall creative approach— what the campaign says, how it says it, and why.

answer

message strategy

question

In terms of the technical component of a message strategy, _____ refer(s) to specific requirements such as addresses, logos, and slogans.

answer

mandatories

question

_____ thinkers make decisions based on intuition and ethical judgments. They are better able to embrace change, conflict, and paradox.

answer

value based

question

_____ thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.

answer

fact based

question

_____ refers to a process in which two or more people get together to generate new ideas.

answer

brainstorm

question

In the advertising process, who are the creatives?

answer

copy writer, art director and creative director

question

Briefly describe the composition of a creative team.

answer

Copywriter is responsible for the verbal message, the art director for the nonverbal message, the creative director is responsible for the creative product's final form

question

Briefly describe the two dimensions of great advertisements.

answer

Audience impact dimension- an ad is most effective when it resonates with an audience. This can be done through informational methods or transformational methods. (this is my nutshell description, pg. 307-308) Relevance dimension- the tone, words and ideas must be relevant to the strategy, or it will fail, even if it resonates with the audience (pg. 308)

question

Describe Roger Von Oech's four-step creative model.

answer

Van Oech describes four distinct, imaginary roles that every copywriter and art director has to adopt at some point in the creative process: 1. The Explorer- searches for new info, pays attention to unusual patterns 2. The Artist- experiments and plays with a variety of approaches, looking for an original idea 3. The Judge- evaluate the results of experimentation and decides which approach is most practical 4. The Warrior- overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization

question

When the brain is overloaded with information about a problem, creatives sometimes find it's best to just walk away from it for a while. Why?

answer

Stepping away from the problem puts it back into perspective. The brain has a chance to rest while the problem incubates in the subconscious. This enables better ideas to percolate to the top

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