Deck 11: Advertising Messages and Marketing Communication

Question 1

Any marketing decision must begin with a clear understanding of what needs to be achieved.

Answer 1

True

Question 2

Companies advertise in an attempt to persuade potential customers that their brand is less superior to
competitors' market offerings.

Answer 2

False

Question 3

Company XYZ is planning a new advertisement, and in the typical advertising process, the receiver sends out a certain message, which is encoded and then transmitted.

Answer 3

False

Question 4

Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand reputation.

Question 5

Advertising facilitates customer awareness by providing information about the brands to the target customers.

Question 6

In a cognitive ad, a cognitive or rational appeal engages the consumer's brain.

Question 7

Advertising goals fall into one of three camps: cognition, affect, or action.

Question 8

In a marketing meeting, Gordon comments that for many people "advertising" is synonymous with television
commercials. Gordon is correct.

Question 9

Brian, a racing fan, sees an ad for a new movie, Fast and Furious 10. The movie shows fast cars and racing. This puts a positive image in his mind. The ad also says the movie is coming out this month. He considers going to see the movie. This is an example of advertising success.

Question 10

A marketing research project probably cannot measure the pre- and post-advertising attitudes in the relevant target segment to see if they have improved.

Question 11

Advertising effects might not appear immediately because they are cumulative and therefore difficult to attribute to a single ad campaign.

Question 12

Advertising Agency's promotional materials include a statement indicating that advertising is the primary means by which a company communicates to its customers about its products, brands, and position in the marketplace. Advertising Agency's statement is accurate.

Question 13

At brand maturity, ad campaigns are developed to enhance a target segment's positive attitudes about the brand.

Question 14

Integrated Marketing Communications (IMC) means advertising in many forms, including public relations, direct
marketing, TV, and magazines. It's important that the message is consistent across all forms.

Question 15

An ad message needs to be simple, and so it is best to focus on achieving multiple goals.

Question 16

In a noncomparative ad, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.

Question 17

AIDA stands for Attention, Interest, Desire, Action.

Question 18

Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn't expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace. Bill's assessment of advertising is correct.

Question 19

The goal of advertising is to get the customers' "head, heart, and pocketbook".

Question 20

Brand X is a type of soda pop (carbonated beverage). In Brand X's ad, they listed the benefits of fresh taste and how it is trendy. They also mentioned the sugar is not so great for your teeth. This is an example of a two-sided argument.

Question 21

When an ad for Kroger toothpaste mentions Crest toothpaste in their ad, they are using comparative advertising.

Question 22

Ad copy testing is usually conducted via surveys.

Question 23

The success of the more affective goals (image, preference) are tested with numerous measures of attitudes and behavioral intentions.

Question 24

Ad concept testing involves usually 8 to 10 consumers who are in the target segment. These consumers are shown an early version of the ad using illustrative props.

Question 25

The following formula is how marketers hope ads will affect consumers: Aad Abrand likelihood to purchase

Question 26

Some advertisements use fear appeal. For a fear appeal to be effective, an ad must provide a solution to reduce
the consumer's fear.

Question 27

An ad that has a "feel good" portrayal is an image ad.

Question 28

Company X is trying to increase awareness and positive attitudes about a new brand. Company X should use a humorous ad instead of a noncomparative ad.

Question 29

Billboard advertising often employs dramatization, a narrative, or a slice-of-life vignette to communicate with consumers.

Question 30

As a product matures, its appeals are likely to be less image-based.

Question 31

A hotel has the following conditional probabilities of customers in the marketplace: Awareness 25%, Attitude 80%, Trial 100%, Repeat 75%
To optimize business success via advertising, the hotel should spend more money on advertising and choose media that reaches more broadly.

Question 32

An important potential problem with humorous ads is that people remember the joke but they do not necessarily remember the brand being advertised.

Question 33

The sleeper effect is characterized by a piece of information being conveyed by any type of source, regardless of whether the source is an expert or not.

Question 34

DAR scores are important to justify advertising costs.

Question 35

The relationship between Hanes and Michael Jordan is an example of a series of endorsement ads that feature a spokesperson on behalf of a brand.

Question 36

Testimonials by regular people can convey credibility because they are like us, the target audience of regular people.

Question 37

StopSigns Co. specializes in making durable, weather-proof signs for local communities. In a noncomparative ad designed by the company's marketing department, the StopSigns brand name should be mentioned and its market positioning with respect to other firms in the industry should be referenced.

Question 38

Attitude-to-the-ad (Aad) is the attitude that is measured when looking at making strong positive brand attitudes.

Question 39

Subliminal messages are the best way to advertise a message.

Question 40

Source credibility refers to a consumer interpreting a message as the most important piece of information, but the consumer also processes the source's credibility as a cue to the validity of that message.

Question 41

In the basic model of dyadic communication there are three parts. Which of the following is NOT one of the parts?

A) source
B) receiver
C) message
D) transfer agent

Question 42

SnowBlowers, Inc. is targeting consumers in the northern regions of the U.S., and focusing on giving consumer practical and function reasons to buy its snowblowers. What type of ad is SnowBlowers, Inc. using?

A) comparative
B) noncomparative
C) cognitive
D) emotional

Question 43

When a marketer looks for his ads to have a holistic nature that is consistent across all media choices, he is using .

A) Comprehensive Marketing Communications
B) Full Marketing Approach
C) Integrated Marketing Communications
D) Complete Marketing Solutions

Question 44

In a(n) , a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.

A) noncomparative ad
B) comparative ad
C) emotional ad
D) cognitive ad

Question 45

What is the primary means by which any company communicates to its customers about its products, brands, and position in the marketplace?

A) marketing
B) consumer behavior
C) advertising
D) accounting

Question 46

FunnyTime Products uses humor in its ads to communicate with its fun-loving consumers. What type of ads does FunnyTime Products create?

A) comparative
B) emotional
C) cognitive
D) noncomparative

Question 47

If the advertising goal is to increase awareness, what type of ad should be run?

A) an ad with lots of humor
B) an ad with lots of information
C) an ad with a celebrity endorsement
D) an ad with a combination of information and action

Question 48

SuperStore is researching its options regarding the quickest way the company can increase sales. SuperStore's research should lead them to which of the following?

A) price promotion
B) raise prices
C) advertise
D) duplicate competitor's products

Question 49

In a(n) , an advertisement emphasizes the positive benefits, but also acknowledges either some product weakness or that a competitor dominates on some attribute.

A) three-sided argument
B) one-sided argument
C) two-sided argument
D) four-sided argument

Question 50

Which of the following is NOT a way marketers wish to affect consumers in advertising?

A) cognitions
B) affect
C) behaviors
D) passivity

Question 51

In a(n) , the featured brand name is mentioned, as is the brand name of a competitor.

A) cognitive ad
B) noncomparative ad
C) comparative ad
D) emotional ad

Question 52

SnowBlowers, Inc. expresses the benefits of using its snowblowers. What type of argument is SnowBlowers, Inc. using?

A) two-sided argument
B) one-sided argument
C) four-sided argument
D) three-sided argument

Question 53

Companies advertise in many different ways. Which of the following is NOT a likely method of advertising?

A) TV
B) Internet
C) radio
D) books

Question 54

Saffire Clothing's ads claim that the brand is an exclusive, premium brand. Saffire's products need to be , priced relatively high, and distributed relatively exclusively.

A) trendy
B) high quality
C) stylish
D) well known

Question 55

Hite Enterprises avoids using negative emotions in its advertisements. Hite Enterprises likely does not use emotions such as to sells its products.

A) happiness and excitement
B) sadness and loneliness
C) aches and pains
D) fear and embarrassment

Question 56

Which of the following is NOT a reason marketing is important?

A) advertising facilitates customers' awareness
B) advertising attempts to persuade potential customers that the featured brand is superior to competitors' market offerings
C) advertising usually creates short-term gains in sales
D) advertising creates long-term brand awareness and positive attitudes

Question 57

When a brand is growing, what should an ad campaign do?

A) develop the positivity of the attitudes toward the brand
B) inform the consumer about the brand
C) pull it from the market
D) remind consumers, "Hey, we are still here!"

Question 58

All elements of the marketing mix are important, but is the most direct communication link.

A) marketing
B) price
C) advertising
D) place

Question 59

AIDA represents attention, interest, desire and .

A) action
B) assessment
C) attitude
D) accountability

Question 60

The goal of getting the consumer to purchase is .

A) possible only with highly informative ads
B) easily achieved
C) not easily achieved
D) guaranteed with enough advertising

Question 61

A movie theater flashes the word "Popcorn" on the screen before showing the movie. They are attempting with form of advertising?

A) one-sided
B) subliminal
C) cognitive
D) image

Question 62

The idea that familiarity from repeated exposure to a brand name, logo or ad will over time enhance the viewer's favorability toward the ad (and brand) refers to which term?

A) sleeper effect
B) cognitive
C) source credibility
D) mere exposure

Question 63

Which of the following ad types does NOT trigger emotional responses?

A) humorous
B) comparative
C) fear-appeals
D) image ads

Question 64

is when a piece of information is conveyed by any type of source, expert or not.

A) Source credibility
B) Cultural meaning
C) Sleeper effect
D) Fear

Question 65

Which of the following ad types does NOT tend to be rational in content and processed cognitively?

A) one-sided
B) comparative
C) dramas
D) image ads

Question 66

Marketers can use to find the conditional probabilities of customers in the marketplace who are aware of, have a positive attitude towards, will try and who will repeat use of a product.

A) ad concept testing
B) moment-by-moment processing
C) copy testing
D) marketing diagnostics

Question 67

Customer Insights, Inc. operates a facility that recruits 8 to 10 consumers and screens them on criteria such as relevance to the target segment or usage in a product category. What type of research is Customer Insights, Inc. engaging in?

A) focus groups
B) sampling
C) online surveys
D) copy testing

Question 68

Memory is the primary consideration for measuring results.

A) cognitive
B) affective
C) behavioral
D) thoughtful

Question 69

Ralph's Big & Tall retail stores, a national men's apparel retail shop, does not use celebrity endorsers in its advertising. Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph's and the superior customer service the store provides. Firms such as Ralph's Big & Tall opt to use regular people instead of celebrities because .

A) they are more expensive
B) they are more authentic and trustworthy
C) they are not well known or famous
D) people dislike celebrities

Question 70

A(n) ad is used for a new product, where as a mature brand uses an image ad.

A) two-sided
B) emotional ad
C) non-comparative
D) comparative

Question 71

Coffee Bean Co. competes in the crowded coffee bean product category, and sells its products in grocery stores and other stores selling coffee products. The firm has struggled to distinguish its brand because consumers view many products in many purchase categories as .

A) differentiated
B) commodity-like
C) private label brands
D) too expensive

Question 72

is a type of experiment advertisers will run on consumers, where the consumer watches an ad and has a dial and will indicate whether he likes the ad or does not like the ad.

A) Ad concept testing
B) Moment-by-moment processing
C) Copy testing
D) Cognitive testing

Question 73

There are two conceptual ideas about how spokespeople's endorsements work. The first theory is called source credibility. What is the second?

A) cultural meaning
B) sleeper effect
C) conceptual meaning
D) source effect

Question 74

If a competitor starts a price war, what should the company do?

A) cut prices
B) use an image ad
C) launch a comparative ad
D) use an emotional ad

Question 75

If a company spends a considerable amount of money on an ad, and it wants to measure how well consumers remembered the ad, it should run what type of test?

A) RAD
B) DAR
C) cognition
D) analysis

Question 76

There is a popular theory called elaboration likelihood model (ELM) that assumes that there are two ways into your brain. One way is a central path. What is the other?

A) peripheral
B) middle
C) emotional
D) rational

Question 77

What term is used to describe an experiment run by an ad agency where the ad agency will recruit consumers to come watch a TV series and commercials? The consumer will then answer questions about the ads and the agency uses the responses to determine how well the ads will do in the real world.

A) focus groups
B) sampling
C) copy testing
D) ad concept testing

Question 78

are tested with numerous measures of attitudes and behavioral intentions.

A) Behavioral goal
B) Affective goals
C) Cognitive goals
D) Assessment goals

Question 79

There are two basic attitudes that marketers measure in evaluating ads. The first is attitude toward the ad. What is the second?

A) attitude toward the market
B) attitude toward the line extension
C) attitude toward the brand
D) attitude toward the company

Question 80

If a company is trying to create positive attitudes and awareness about a brand extension, they should use what type of ad?

A) humorous
B) noncomparitive
C) fear-appeal
D) image