MC 2040 – Flashcard

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IMC helps companies adopt a consumer-centric, rather than marketer-centric perspective in creating brand messages. (t or f)
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True
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In a basic transactional relationship, a company sells its products and encourages customers to call if they encounter any problems. (t or f)
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False
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Is most advertising that is mass media business-to-business advertising?
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No, it mostly geared towards consumers.
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the most significant function of advertising to reduce the cost of sales (t or f)
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true
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of all of the business functions, ______ is the only one whose primary function is to bring in revenue
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marketing
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IMC is both a concept or process (t or f)
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True
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one of the basic differences between advertising and public relations is that many PR activities aren't openly sponsored (t or f)
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true
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when an advertiser acts unethically, it is a violation of law (t or f)
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False, it is a violation of what you should do.
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exaggerated, subjective claims that can't be proven true or false
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puffery
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image advertising, which creates a perception of a company or personality for a brand, is rarely explicit about price (t or f)
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true
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any advertising can set off a chain reaction (t or f)
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true
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the principal benefit of IMC
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synergy
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of all of the business functions, _______ is the only one whose primary role is to bring in revenue
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marketing
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the most significant function of advertising is to lower overall costs of sales (t or f)
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true
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advertising serves as a marketing tool to ______
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increase the use of products
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a company's efforts to slow the demand for cigarettes through public service messages
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demarketing
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advertising adds value to a brand by educating customers about new uses for a product. (t or f)
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true
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the more commercials that hit the consumer's brain, advertising becomes less effective (t or f)
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true
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When an advertiser acts unethically or irresponsibly, he/she automatically violates the law ( t or f)
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false
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television networks rarely review advertising (t or f)
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false
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advertising helps keep prices down by:
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encouraging competition
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under current law, the only product claims that are considered deceptive are those that are factually false (t or f)
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true
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doing what is right in a given situation
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ethical
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doing what society views as best for the welfare of people in general or for a specific community of people
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social responsibility
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corporate social initiatives that depend on consumer participation
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cause related marketing
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main objective of guerilla or stealth marketing
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to get the right people talking about the product without appearing to be company sponsored
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the last thing that a consumer sees before they make a purchase (radio, billboard, commercial, coupon)
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recency
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advertising's professional purpose is to be a constructive force in business (t or f)
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true
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diversity is an ethical issue (t or f)
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true
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basic function of branding
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differentiate the product, buy the product because of brand loyalty
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the straight-fee method of pricing the services of an ad agency is also called the retainer method (t or f)
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true
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type of advertising that promotes a specific good or service and stimulates short-term action while building awareness of the business
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product advertising
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the personal chemistry between the client's employees and the agency staff
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critical factor in the agency-client relationship
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in the central route to persuasion, consumers have a higher level of involvement with the product or messages (t or f)
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true
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the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants
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consumer behavior
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information we receive through our 5 senses
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perception
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reminds current customers of the value of their original purchase and encourages them to continue purchasing
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reinforcing habits
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the product package is a component of the promotion element of the marketing mix (t or f)
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false
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the usual purpose of advertising is to inform, persuade, and remind customers about particular products and services (t or f)
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true
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business markets uses a more complex process than consumer markets to evaluate new products (t or f)
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true
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process that determines the content, look and feel of product advertisements
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target marketing
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example of a people-based service
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management consulting
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there are 4 stages in the product life cycle, sometimes 5 with extension (t or f)
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true
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example of publicity
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feature stories
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pursuasion is the change in belief, attitude, or behavioral intention caused by promotioin communication (t or f)
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true
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product price placement promotion
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4 P's of marketing mix
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message, audience and medium chosen to communicate
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creative mix
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marketing research refers to information gathered about a particular market or market segment (t or f)
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false
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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)
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true
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acquiring secondary data is typically expensive and time-consuming when compared to primary data (t or f)
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false
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to get a general impression of the market, the consumer, or product marketers typically start with quantitative research (t or f)
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false
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focus groups are a representative smaple of the production (t or f)
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false
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for a test to be reliable, its results must be free of bias and reflect the true status of the market (t or f)
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false
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the systemtatic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns
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IMC researcg
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successful organizations separate IMC plans from marketing (t or f)
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false
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a marketing tactic refers to a specific action for helping to accomplish a marketing strategy (t or f)
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true
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integrated marketing communications activities begin with the customer and work back to the brand (t or f)
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false
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sales goals are advertising objectives, not marketing objectives (t or F)
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false
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dictates the role of promotional messages in the marketing mix
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marketing plan
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in a SWOT analysis, which of the following represents environmental factors
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opportunities
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describes how the company plans to meet it's marketing objectives
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marketing strategy
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the cost of reaching target audiences is decreasing for all media due to the greater number of media choices (t or F)
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false
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media objectives translate the advertising strategy into goals that media can accomplish (t or f)
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true
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reach refers to the number of people who will actually be exposed to and consume the advertising ( t or f)
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false
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for a test to be reliable, its results must be free from bias and repeatable (t or f)
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true
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advertising is the most effective when it positions a product as part of the solution that consumers seek ( t or f)
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true
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an example of a nontraditional advertising medium
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DVD
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the elements of the ______ are the product concept, target audience, advertising message and communication media
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creative mix
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Why do we use stereotypes in advertising?
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Why do we use stereotypes in advertising?
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what do critics say about advertising?
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it is a powerful force that persuades and manipulates
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creating, maintaining, and enhancing long term relationships with stakeholders that result in exchanges of mutual value
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relationship marketing
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-maximize value of profitable customers -manage customers/company contacts -use data to know customer
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relationship marketing goals
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-transactional -reactive -accountable -proactive -partnership
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relationship levels
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less advertising included
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mass media
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heavier reliance on targeted messages
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target messages
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increased use of consumer data
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consumer data
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changed expectations for marketing communication suppliers
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expectations
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advertising and publicity release low impact
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planned messages
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product price packaging great impact
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product messages
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employee interactions positive or negative impact
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service messages
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new stories rumors competitors remarks disasters -company can influence impact
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unplanned messages
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communication economic marketing social/ethical
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dimensions of advertising
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target audience geographic area medium purpose
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advertising classifications
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two types of target markets
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consumers and businesses
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retail and public service
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consumer markets
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trades, professions, and agriculture
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business/industrial markets
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introduced marketers to unique groups of people addressing needs through more specialized products
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market segmentation
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How does advertising lower the cost of sales?
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increasing the volume of sales, lowers costs of manufacturing and distribution
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examples of companies or organizations using demarketing strategy
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government discouraging smoking
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As a consumer, are you more likely to save money buying at a store that does not advertise?
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Depends. dollar stores do not advertise and consumers save money. Norstrom value in great service.
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example of companies engaged in marketing warfare
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Coke and Pepsi
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stimulates primary demand influences selective demand influences conquest sales
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consumer demand
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encourages unique products, services new, better brands dominate wider choices of consumers
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consumer choice
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an economy that produces more goods and services than can be consumed, keeping customers informed aout alternatives and allowing companbies to compete more effectively
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abundance principal
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example of deception (puffery) in advertising
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beauty products, hair growth
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purpose of the advertising campaign
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to induce a change in behavior in the people it reaches
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the most effective means of inducing purchasing changes because it comes from people that we trust
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word of mouth (WOMM)
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corporate social initiatives that depend on consumer participation
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cause related marketing
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Most advertising awards are based on creativity rather than effectiveness. (T or f)
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True
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change in belief, attitude, or behavioral intention is caused by promotion communication
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persuasion
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the underlying forces that contribute to our actions
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motivation
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customers evaluate selection alternatives
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evoked set
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Why pre-test advertising?
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increase the likelihood of preparing the most effective messages
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used to get people to share their motives, beliefs, and perceptions
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qualitative research
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used to regain reliable, hard statistics about specific market conditions and situations
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quantitative research
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acquaint people with the company, product, service and brand
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awareness
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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
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comprehension
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persuade a certain number of people to actually believe in the product's value
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conviction
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once convinced, some people may be moved to desire the product and will take action
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desire
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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
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message weight
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calculated by taking the number of times an ad runs by the total audience
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impression
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the percentage of homes or individuals exposed to an advertising medium
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rating
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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
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reach
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measures the intensity of a media schedule; how many time is is repeated
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frequency
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the average number of times a person must see or hear a message before is becomes effective
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effective reach
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markets money media mechanics methodology
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5 m's
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the overall strategy of selecting and scheduling media vehicles to achieve the desired message weight, reach, frequency, and continuity objectives
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methodology
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indicates the sales potential of a particular brand in a specific area market
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BDI (brand development index)
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the cost of exposing the message to the target audience rather than to total circulation
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cost efficiency
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steady, varies little over the campaign period
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continuous advertising
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alternating periods of advertising with periods of no advertising
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flighting advertising
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mixes continuous and flighting strategies
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pulsing advertising
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running same commercial every half hour on the same network
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bursting
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buying airtime on all major networks simultaneously
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road blocking
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