question

The retailer of Craftsmen tools is using product differentiation when it advertises that unlike some other tools, its brand of tools have a lifetime warranty.

answer

True

question

An ad in Fit magazine offered a 30 day in home trial of lifestyle exercise bike with free shipping and return if you weren't satisfied. The function of the ad was to?

answer

encourage consumer to try the bike

question

Of all business functions ______ is the only one whose primary role is to bring in revenue

answer

Marketing

question

the standard agency commission is 22% of total billing

answer

true

question

which statement about FDA is true?

answer

they have authority over labeling, packaging, and branding of all packaged foods and therapeutic devices.

question

when state farm insurance uses adv to show that it has lower rates than progressive it is using competitive advertising

answer

true

question

the two requirements for adv are centralized exchange and an environment where supply exceeds demand

answer

true

question

the ____ element of the marketing mix includes the way the product is designed, positioned, branded and packaged.

answer

Product

question

which of the following assumptions for free market economics suggest that people are acquisitive and always want more for lest

answer

self-interest

question

_____ means doing what the advertiser and the advertisers peers believe is morally right in a given situation

answer

Ethical advertising

question

the adv industry as a whole doesn't like the responsibility of self-regulation, instead they encourage the gvt to regulate industry and tell them exactly what to do

answer

False

question

The use of puffery in advertising is illegal

answer

False

question

the concept of speech vs commercial speech is of greatest significant when determining the legitimacy of advertising for:

answer

Tobacco

question

Which of the following is an example of a good?

answer

a bottle of water

question

Tammy works at P&G and is responsible for all strategic decisions relation to P&Gs tide brand of laundry design and manufacturer as well as the brand's pricing. What is most likely Tammy's job?

answer

Product or Brand Manager

question

Trends are short-term in focus and fads are long-term.

answer

False

question

A marketer of Muir Gien brand organic soup would want to stimulate primary demand for its brand of soups.

answer

False

question

Which of the following is the BEST example of a service

answer

a short class to repair a bike flat tire

question

the 4 P's of marketing mix are

answer

Product, price, place, promotion

question

____ is a structured communication tool, usually paid for and persuasive in nature about products or ideas by identified sponsors through various media

answer

Advertising

question

When the city of Pensicola Florida advertises itself as the "perfect place for the perfect florida vacation" it is using

answer

puffery

question

a(n) _____ is an independent organization of creative specialists who work for advertiser and occasionally subcontracts to advertising agencies

answer

Creative Boutique

question

to differentiate its candy from that produced by other candy companies, the manufacturer of green and block brand confections advertisers that it is the only one to make its chocolate organically. this commitment to market only organic chocolate is an example of

answer

Unique Selling Proposition

question

An ad agency's traffic dept:

answer

Coordinates all phases of ad production including deadlines

question

the modern ____ advertising agency supplies both adv and nod-acv services in all areas of communications and promotions for its clients.

answer

Full-Service

question

Retailers like the home depot use TV, catalogs, internet and magazines to transmit advertising messages to consumers, in terms of the four distinct groups around which advertising is organized the home depot was:

answer

Media

question

the better business bureau is a government agency that investigates advertising for possible violations of truth and accuracy at the national level

answer

False

question

the big cursive G that appears in all ads for General Mill is an example of a trademark

answer

True

question

the term _____ can be used to explain why most of the automobile manufacturers produce almost similar products and yet consumers have developed preferences for specific brands.

answer

Product Differentiation

question

under current law the only product claims, explicit or implied, that are considered deceptive are those that;

answer

are factual false and have the potential of misleading reasonable people

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

socially responsible advertisers;

answer

act upon society views as best for the welfare of people in general

question

one of the primary differences between national and local advertisers is that local advertisers plan strategically and national advertisers think tactically

answer

False

question

account executives are;

answer

the liaisons between the agency and the client

question

when compared to an in-house agency an outside or independent ad agency offers which of the following advantages

answer

more objective viewpoint to the advertisers business

question

the harvard school of public health college alcohol study studied popular marketing campaigns that try to curl college binge drinking by easing peer pressure among students and determined they are failures. this info gathered by this study would be an example of ____ data because it was collected from a college campus for a specific purpose

answer

Primary

question

Which of the following is an example of a variable used in demographic segmentation?

answer

Income

question

_____ determine the specific short-term actions to be taken, internally and externally by whom and when

answer

Tactics

question

_______ is the pattern of attitudes and activities that help people reinforce, sustain or modify their social and self-image.

answer

Primary Motivation

question

Consumers are immune to psychological pricing

answer

False

question

which of the following types of distribution would be BEST used for a new live of vitamins that is only going to be available via health stores?

answer

Selective

question

When JAna uses $1-off coupon to purchase an exercise mat, she is providing a form of feedback to the source

answer

True

question

taking into account the Elaboration Likelihood Model, which of the following purchases would be MOST likely to involve the peripheral route to persuasion?

answer

a new flavor of energy drink

question

Technology research company, Forrester REsearch has carried out an evaluation of European online retailer by asking consumers on how well the Web sites helped them achieve their goals. Forrester only surveyed a ____, small portion of the people that represent the consumers who shop online

answer

Sample

question

_______ objectives can be stated in terms of profit, return on investment, net worth, grown or corporate system.

answer

...

question

to increase the likelihood of preparing the most effective advertising messages, companies will often utilize:

answer

Pre-Testing

question

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. in allocating funds for adv the new light bulbs the manufacturer decided to budget 5% of last years sales for adv expenditures. which allocation method was the manufacturer using?

answer

Percentage of Sales

question

A marketing researcher designed a qualitative questioner that asked "in your opinion, how should the government take a more active role in making sure that your food is handled properly?" there were lines provided to write an answer. what type of question would this researcher be using?

answer

Open-ended

question

a smart advertising decision is to target everyone for a parity item, so to save time and money

answer

False

question

When looking for a babysitter, a mom may consider the teen next door and a former daycare employee. These two make up her evoked set.

answer

True

question

_____ is creating, maintaining and enhancing long-term relationship with consumers and other stakeholders that result in exchange of info and other items of mutual value.

answer

Relationship Marketing

question

Assume bakery that wholesaler's gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. which of the following is the BEST sales-target objective for the bakery use?

answer

to increase sales of pecan pies by 3% during the next 6 months

question

what is the first step in the traditional top-down marketing plan?

answer

Conducting a situation analysis

question

The ____ for an organization assembles all the pertinent facts about the organization the marketers it serves and its products, services, customers and competition

answer

Marketing Plan

question

___ refers to lifestyle and psychological characteristics such as attitudes interest and opinions

answer

Psychographics

question

An impulse purchase would be a typical ex of high involvement type of persuasion

answer

False

question

what is the greatest disadvantage for using the percentage of sales method when determining the adv budget?

answer

the % of sales method is only as good as the previous sales numbers. if last year was bad, the percentage of the advertising budget will be lower, thus equating adv with sales and revenue

question

background research that uses available and already published info about a topic is called ____`

answer

secondary research

question

Value is defined as the ration of price to the scientifically proven benefits provided

answer

False

question

_____ means that the research actually measures what it says it measures

answer

validity

question

in which section of a typical adv plan are media objectives, media vehicle selection and budget allocations and media scheduling started?

answer

Media Strategy

question

____ are the roadmaps or blueprints for making the objectives possible

answer

Strategies

question

____ are what you want to accomplish with a strategic plan

answer

Objectives

question

In a SWOT analysis, opportunities and threats are _____, and strengths and weaknesses are _____

answer

External, Internal

question

____ is the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy particular needs and wants.

answer

Consumer Behavior

question

through marketing research, prudential insurance discovered that about 40% of its sales were initiated by current customers rather than company insurance agents. With this knowledge it used what kind of behavioristic segmentation variable to segment its market into prudential policy holders and non-policy holders?

answer

user status

question

think about the various sources of brand messages. which message form is considered to be a confirm message because that is what others say and conform (or not) about what the company says or does?

answer

Unplanned

question

With advertising research its possible to have reliable results that aren't necessarily valid results

answer

True

question

a smaller sample size of volunteer respondents can be more easily generalized to a population as a whole

answer

False

question

when engaged in media planning activities, it is important to note that media objectives directly result from

answer

the advertising blue

question

baseball commissioner authorized an investigation to alleged steroid use by MLB players. the scandal which revolved around certain baseball superstar enhancing their abilities with the illegal substance, necessitated MLB's need for _____ as a way to maintain its popularity

answer

Reputation Management

question

there are 2 components to media tactics when developing a media schedule. one is characterized as periods of relatively short bursts when campaign exposures increases and is called ____. The other is referred to as ____, occurs when there is a rather continuous media effort with periodic peaks.

answer

Flighting, Pulsing

question

which of the following is a basic objective for direct marketing

answer

develop leads, create sales, traffic generation

question

an advantage to sales promotions are that they may become a consumer expectation

answer

false

question

the 2 major components of media objectives are audience objectives and:

answer

message distribution objectives

question

an example of cause marketing would be a company adopting a good cause and sponsoring its fund-raising and other community-oriented efforts

answer

True

question

Public communication campaigns can be used to discourage behavior

answer

True

question

Advertising is often referred to as ____, whereas PR is often referred to as ____

answer

above/below

question

____ require participants to compete fora prize based on skill

answer

contest

question

a professional specializing in fundraising is known as

answer

development officer

question

coproorate comm programs with government and with the public on issues related to government and regulation are called

answer

public affairs

question

PR practitioners track the impact of a campaign in terms of ____.

answer

output and outcome

question

media planners often define media objectives by the adv schedules ____. the total size of the audience for a set of ads or an entire campaign

answer

message weight

question

which of the following products would most likely advertise using a continuos scheduling pattern?

answer

cat food

question

advertising that asks the reader viewer or listener to provide feedback straight to the sender

answer

direct response adv

question

one of the drawbacks to direct marketing is the fact that such efforts must often stand of their own without content support of the media that advertising offers

answer

True

question

an example of a ____ is the avalon hill general, which has on outside advertising. it features news, strategy articles, and essay on game design- all about the companies brand of games.

answer

House organ

question

the growth of direct marketing has been fueled by

answer

the expanding use of credit cards

question

___ refers to the number of different ppl or households exposed at least once to a medium during a given period of time

answer

Reach

question

an opportunity to see (OTS) is sometimes referred to as

answer

ad impression

question

Loyalty programs that require membership are popular with marketers because they generate info for databases

answer

true

question

direct marketing interaction can take place at any location

answer

True

question

Campbells soups maintain a low-level of adv during the entire year, but it advertises heavily during winter when people are cold and looking for soothing warm. what strategy is used

answer

Pulsing

question

the person in charge of negotiation and contracting with media is called a(n)

answer

Media Buyer

question

A sales promotion aimed at members of the distribution channel is called a

answer

Trade Promotion

question

____ typically measures TV audiences whereas ___ measures radio

answer

AC Nelson, Arbirtron

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