question

IMC helps companies adopt a consumer-centric, rather than marketer-centric perspective in creating brand messages. (t or f)

answer

True

question

In a basic transactional relationship, a company sells its products and encourages customers to call if they encounter any problems. (t or f)

answer

False

question

Is most advertising that is mass media business-to-business advertising?

answer

No, it mostly geared towards consumers.

question

the most significant function of advertising to reduce the cost of sales (t or f)

answer

true

question

of all of the business functions, ______ is the only one whose primary function is to bring in revenue

answer

marketing

question

IMC is both a concept or process (t or f)

answer

True

question

one of the basic differences between advertising and public relations is that many PR activities aren't openly sponsored (t or f)

answer

true

question

when an advertiser acts unethically, it is a violation of law (t or f)

answer

False, it is a violation of what you should do.

question

exaggerated, subjective claims that can't be proven true or false

answer

puffery

question

image advertising, which creates a perception of a company or personality for a brand, is rarely explicit about price (t or f)

answer

true

question

any advertising can set off a chain reaction (t or f)

answer

true

question

the principal benefit of IMC

answer

synergy

question

of all of the business functions, _______ is the only one whose primary role is to bring in revenue

answer

marketing

question

the most significant function of advertising is to lower overall costs of sales (t or f)

answer

true

question

advertising serves as a marketing tool to ______

answer

increase the use of products

question

a company's efforts to slow the demand for cigarettes through public service messages

answer

demarketing

question

advertising adds value to a brand by educating customers about new uses for a product. (t or f)

answer

true

question

the more commercials that hit the consumer's brain, advertising becomes less effective (t or f)

answer

true

question

When an advertiser acts unethically or irresponsibly, he/she automatically violates the law ( t or f)

answer

false

question

television networks rarely review advertising (t or f)

answer

false

question

advertising helps keep prices down by:

answer

encouraging competition

question

under current law, the only product claims that are considered deceptive are those that are factually false (t or f)

answer

true

question

doing what is right in a given situation

answer

ethical

question

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

answer

social responsibility

question

corporate social initiatives that depend on consumer participation

answer

cause related marketing

question

main objective of guerilla or stealth marketing

answer

to get the right people talking about the product without appearing to be company sponsored

question

the last thing that a consumer sees before they make a purchase (radio, billboard, commercial, coupon)

answer

recency

question

advertising's professional purpose is to be a constructive force in business (t or f)

answer

true

question

diversity is an ethical issue (t or f)

answer

true

question

basic function of branding

answer

differentiate the product, buy the product because of brand loyalty

question

the straight-fee method of pricing the services of an ad agency is also called the retainer method (t or f)

answer

true

question

type of advertising that promotes a specific good or service and stimulates short-term action while building awareness of the business

answer

product advertising

question

the personal chemistry between the client's employees and the agency staff

answer

critical factor in the agency-client relationship

question

in the central route to persuasion, consumers have a higher level of involvement with the product or messages (t or f)

answer

true

question

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

information we receive through our 5 senses

answer

perception

question

reminds current customers of the value of their original purchase and encourages them to continue purchasing

answer

reinforcing habits

question

the product package is a component of the promotion element of the marketing mix (t or f)

answer

false

question

the usual purpose of advertising is to inform, persuade, and remind customers about particular products and services (t or f)

answer

true

question

business markets uses a more complex process than consumer markets to evaluate new products (t or f)

answer

true

question

process that determines the content, look and feel of product advertisements

answer

target marketing

question

example of a people-based service

answer

management consulting

question

there are 4 stages in the product life cycle, sometimes 5 with extension (t or f)

answer

true

question

example of publicity

answer

feature stories

question

pursuasion is the change in belief, attitude, or behavioral intention caused by promotioin communication (t or f)

answer

true

question

product price placement promotion

answer

4 P's of marketing mix

question

message, audience and medium chosen to communicate

answer

creative mix

question

marketing research refers to information gathered about a particular market or market segment (t or f)

answer

false

question

companies use IMC research to know how people perceive its products, how they view the competition, what brands or company image would be most credible and what messages offer the greatest appeal (t or f)

answer

true

question

acquiring secondary data is typically expensive and time-consuming when compared to primary data (t or f)

answer

false

question

to get a general impression of the market, the consumer, or product marketers typically start with quantitative research (t or f)

answer

false

question

focus groups are a representative smaple of the production (t or f)

answer

false

question

for a test to be reliable, its results must be free of bias and reflect the true status of the market (t or f)

answer

false

question

the systemtatic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns

answer

IMC researcg

question

successful organizations separate IMC plans from marketing (t or f)

answer

false

question

a marketing tactic refers to a specific action for helping to accomplish a marketing strategy (t or f)

answer

true

question

integrated marketing communications activities begin with the customer and work back to the brand (t or f)

answer

false

question

sales goals are advertising objectives, not marketing objectives (t or F)

answer

false

question

dictates the role of promotional messages in the marketing mix

answer

marketing plan

question

in a SWOT analysis, which of the following represents environmental factors

answer

opportunities

question

describes how the company plans to meet it's marketing objectives

answer

marketing strategy

question

the cost of reaching target audiences is decreasing for all media due to the greater number of media choices (t or F)

answer

false

question

media objectives translate the advertising strategy into goals that media can accomplish (t or f)

answer

true

question

reach refers to the number of people who will actually be exposed to and consume the advertising ( t or f)

answer

false

question

for a test to be reliable, its results must be free from bias and repeatable (t or f)

answer

true

question

advertising is the most effective when it positions a product as part of the solution that consumers seek ( t or f)

answer

true

question

an example of a nontraditional advertising medium

answer

DVD

question

the elements of the ______ are the product concept, target audience, advertising message and communication media

answer

creative mix

question

Why do we use stereotypes in advertising?

answer

Why do we use stereotypes in advertising?

question

what do critics say about advertising?

answer

it is a powerful force that persuades and manipulates

question

creating, maintaining, and enhancing long term relationships with stakeholders that result in exchanges of mutual value

answer

relationship marketing

question

-maximize value of profitable customers -manage customers/company contacts -use data to know customer

answer

relationship marketing goals

question

-transactional -reactive -accountable -proactive -partnership

answer

relationship levels

question

less advertising included

answer

mass media

question

heavier reliance on targeted messages

answer

target messages

question

increased use of consumer data

answer

consumer data

question

changed expectations for marketing communication suppliers

answer

expectations

question

advertising and publicity release low impact

answer

planned messages

question

product price packaging great impact

answer

product messages

question

employee interactions positive or negative impact

answer

service messages

question

new stories rumors competitors remarks disasters -company can influence impact

answer

unplanned messages

question

communication economic marketing social/ethical

answer

dimensions of advertising

question

target audience geographic area medium purpose

answer

advertising classifications

question

two types of target markets

answer

consumers and businesses

question

retail and public service

answer

consumer markets

question

trades, professions, and agriculture

answer

business/industrial markets

question

introduced marketers to unique groups of people addressing needs through more specialized products

answer

market segmentation

question

How does advertising lower the cost of sales?

answer

increasing the volume of sales, lowers costs of manufacturing and distribution

question

examples of companies or organizations using demarketing strategy

answer

government discouraging smoking

question

As a consumer, are you more likely to save money buying at a store that does not advertise?

answer

Depends. dollar stores do not advertise and consumers save money. Norstrom value in great service.

question

example of companies engaged in marketing warfare

answer

Coke and Pepsi

question

stimulates primary demand influences selective demand influences conquest sales

answer

consumer demand

question

encourages unique products, services new, better brands dominate wider choices of consumers

answer

consumer choice

question

an economy that produces more goods and services than can be consumed, keeping customers informed aout alternatives and allowing companbies to compete more effectively

answer

abundance principal

question

example of deception (puffery) in advertising

answer

beauty products, hair growth

question

purpose of the advertising campaign

answer

to induce a change in behavior in the people it reaches

question

the most effective means of inducing purchasing changes because it comes from people that we trust

answer

word of mouth (WOMM)

question

corporate social initiatives that depend on consumer participation

answer

cause related marketing

question

Most advertising awards are based on creativity rather than effectiveness. (T or f)

answer

True

question

change in belief, attitude, or behavioral intention is caused by promotion communication

answer

persuasion

question

the underlying forces that contribute to our actions

answer

motivation

question

customers evaluate selection alternatives

answer

evoked set

question

Why pre-test advertising?

answer

increase the likelihood of preparing the most effective messages

question

used to get people to share their motives, beliefs, and perceptions

answer

qualitative research

question

used to regain reliable, hard statistics about specific market conditions and situations

answer

quantitative research

question

acquaint people with the company, product, service and brand

answer

awareness

question

communicate enough information about the product so that some percentage of the aware group recognizes the product's purpose, image, or position and some of it's features

answer

comprehension

question

persuade a certain number of people to actually believe in the product's value

answer

conviction

question

once convinced, some people may be moved to desire the product and will take action

answer

desire

question

the total size of the audience for a set of ads or an entire campaign; gives an indication of the scope of the campaign in a given market

answer

message weight

question

calculated by taking the number of times an ad runs by the total audience

answer

impression

question

the percentage of homes or individuals exposed to an advertising medium

answer

rating

question

refers to the number of different people or households exposed to at least once to an ad during a period of time, usually 4 weeks

answer

reach

question

measures the intensity of a media schedule; how many time is is repeated

answer

frequency

question

the average number of times a person must see or hear a message before is becomes effective

answer

effective reach

question

markets money media mechanics methodology

answer

5 m's

question

the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives

answer

methodology

question

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

answer

BDI (brand development index)

question

the cost of exposing the message to the target audience rather than to total circulation

answer

cost efficiency

question

steady, varies little over the campaign period

answer

continuous advertising

question

alternating periods of advertising with periods of no advertising

answer

flighting advertising

question

mixes continuous and flighting strategies

answer

pulsing advertising

question

running same commercial every half hour on the same network

answer

bursting

question

buying airtime on all major networks simultaneously

answer

road blocking

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