Deck 10: Advertising: Integrated Marketing Communication IMC

Question 1

Which of the following fits the definition of advertising that Arens gave?

A) Structured nonpersonal communication.
B) Paid persuasive communication by sponsors.
C) About products, goods, or services.
D) All of the above.

Answer 1

D

Question 2

Advertising is which form of campaign?

A) Political campaign.
B) Ideological campaign.
C) Product campaign.
D) All of the above.

Answer 2

C

Question 3

Advertising comes from the Latin word:

A) Siquis, handbill.
B) Advetere, to turn.
C) Caveat emptor, buyer beware.
D) Carpe diem, sieze the day.

Answer 3

B

Question 4

Which of the following are advertising tactics?

A) Product placement.
B) Branding.
C) Niche marketing.
D) All of the above.

Question 5

Positioning in advertising is the stage where:

A) The store decides where to put the product on the shelf.
B) The product is classified and differentiated from others.
C) The product has celebrity endorsements.
D) Coupons are sent to consumers.

Question 6

Promotions are characterized by:

A) All the communication used to reach consumers.
B) Only samples given to consumers.
C) Primarily television ads.
D) Newspaper ads.

Question 7

IMC stands for which of the following?

A) Internal marketing campaign.
B) Integrated marketing communication.
C) Innovative marketing campaign.
D) None of the above.

Question 8

Endorsements can best be defined as which one of the following?

A) Man-on-the-street opinions.
B) Super Bowl ads.
C) Testimonials from celebrities or others.
D) Consumer Reports information.

Question 9

Some celebrities who have lost contracts with sponsors because of bad behavior are:

A) Kate Moss.
B) Tiger Woods.
C) Kobe Bryant.
D) All of the above.

Question 10

Julius Caesar, in 59 BC, used to promote his military campaigns in the Acta Diurna, which meant:

A) The People's Press.
B) Actor's Daily.
C) Daily Events.
D) Agent's Journal.

Question 11

Which of the following began a subsidy for newspapers by selling advertisements in his penny press?

A) Benjamin Franklin.
B) Benjamin Day
C) Cyrus Curtis.
D) Peter Zenger.

Question 12

Which of the following published Ladies' Home Journal as a means to join manufacturers with consumers?

A) Cyrus Curtis.
B) Benjamin Day.
C) Benjamin Franklin.
D) Randolph Hearst.

Question 13

Which of the following complaints are recurring against advertising?

A) Advertising is intrusive.
B) Advertising is deceptive.
C) Advertising exploits children.
D) Advertising corrupts values.

Question 14

The AIDA approach to advertising stands for:

A) Approach integrating dynamics in advertising.
B) Attention, interest, desire, and action.
C) Advertisements intended to direct attention.
D) Attention in direct advertisements.

Question 15

The Federal Trade Commission was called which two of the following?

A) The Fiasco for Trade and Commerce.
B) The Little Old Lady of Pennsylvania Avenue.
C) The Tyrannosaurus rex of federal regulatory agencies.
D) The Federal Truth Commission.

Question 16

The Federal Trade Commission may take which of the following action to correct false advertising?

A) Issue a cease-and-desist order.
B) Impose heavy fines.
C) Force firms to issue corrective messages to the public.
D) All of the above.

Question 17

The Food and Drug Administration polices foods, drugs, medicines, and liquors. They were largely ineffective in which one of the following recent incidents?

A) The Tylenol poisoning.
B) China's pet food imports.
C) Fruit from Bolivia.
D) Onions from Mexico.

Question 18

Thorstein Veblen coined which of the following phrases?

A) The hidden persuaders.
B) Conspicuous consumption.
C) Pyramid of needs.
D) Keeping up with the Joneses.

Question 19

Martha Stewart and the CEO of Enron were prosecuted by which of the following regulatory agencies?

A) The U.S. Postal Service.
B) The Federal Trade Commission.
C) The Federal Food and Drug Administration.
D) The Securities and Exchange Commission.

Question 20

Evolutionary psychology suggests that humans have which of the following?

A) A caveman appetite for conflict.
B) A Stone Age brain.
C) A Freudian complex.
D) A highly evolved brain.

Question 21

Research done at CMU, Stanford, and MIT used brain mapping to study brain activity regarding consumer behavior. They found which of the following?

A) There was no activity when products were shown.
B) The pleasure-seeking center responded to attractive products.
C) The pain-sensing insula activated when the price was flashed.
D) None of the above.

Question 22

Subliminal advertising can be defined as:

A) Advertising that is embedded and works below the threshold of consciousness.
B) Advertising that is unethical.
C) Advertising that most practitioners believe is ineffective.
D) All of the above.

Question 23

The RATS ad was run by which political campaign?

A) Al Gore.
B) George W. Bush.
C) Barack Obama.
D) Hillary Clinton.

Question 24

Which federal agency investigated the RATS ad that caused such an uproar?

A) The Federal Securities and Exchange Commission (SEC).
B) The Federal Communication Commission (FCC).
C) The Federal Trade Commission (FTC).
D) The U.S. Postal Service.

Question 25

Psychographics involves the study of:

A) VALS.
B) PARS.
C) MOPS.
D) ACHE.

Question 26

The challenge in the 21st century to study psychographics involves:

A) Urbanization and gentrification.
B) The loss of roots.
C) Multiculturalism and segmentation.
D) Lack of assimilation.

Question 27

Population diversification and the use of new media will challenge advertisers to:

A) Hire ethnic marketing specialists.
B) Study foreign languages.
C) Train on social networks.
D) Study census trends.

Question 28

The word "niche" derives from the Latin word meaning:

A) Place.
B) Nest.
C) Trunk.
D) Age.

Question 29

Technological Darwinism is predicted to cause:

A) Predatory advertising practices in marketing.
B) Agencies to become fit to survive.
C) Continents to dissolve with networks joining consumers and providers.
D) Animal behaviors to become more prominent in advertising.

Question 30

Children were able to identify which ad character as readily as they could recognize Mickey Mouse?

A) The Budweiser frogs.
B) The Duracell bunny.
C) Old Joe Camel.
D) The Gateway cow.

Question 31

Which industry is the FTC targeting to protect the health of children?

A) The electronic toys industry.
B) The snack food industry.
C) The transportation industry.
D) The sports industry.

Question 32

The "third-person effect" is the belief that:

A) There should be hidden appeals in ads.
B) Three people make ads more attractive.
C) Media affects other people but not you.
D) Media makes us more violent.

Question 33

Following 9/11, marketing specialists had to:

A) Use adaptative strategies.
B) Show patriotic ads only.
C) Ignore the attacks.
D) Use only children or animals in ads.

Question 34

Advertising is paid communication with a sponsor that attempts to persuade consumers to like and purchase a product or service.

Question 35

An ideological campaign focuses on an idea like climate change.

Question 36

A political campaign focuses upon a produce or service.

Question 37

Ads do more than sell products; they also sell illusions, fantasies, and dreams.

Question 38

Advertisements subsidize media and make newspapers, magazines, and television more affordable.

Question 39

Product placement in movies is illegal.

Question 40

A unique selling position makes the produce stand out from the rest, like Volkswagen in the 1960s.

Question 41

Advertisers hope to build brand loyalty so that the word monopolizes all similar products, like Kleenex.

Question 42

Celebrity endorsements are not effective as a means to advertise products.

Question 43

A survey of Fortune 500 companies showed that a majority understood and supported the benefits of integrated marketing communication.

Question 44

Sponsors keep celebrities regardless of their unethical behaviors if they are still popular, such as Tiger Woods.

Question 45

Advertising began in the 19th century.

Question 46

Benjamin Day was the first newspaper man to use advertisements to support the price of his newspaper.

Question 47

Cyrus Curtis sold the Ladies' Home Journal for 25 cents compared to $3 or $4 because of ad subsidies.

Question 48

Proctor & Gamble hired a young economist to study human behavior rather than commodity markets.

Question 49

Television advertising lacked the audience targeting that the Internet offers.

Question 50

Online advertising is more expensive and prices small companies out of the market.

Question 51

Advertising is neither deceptive nor intrusive, but always presents a balanced picture.

Question 52

Some children have been attacked or even killed for their Air Jordan tennis shoes.

Question 53

The Federal Trade Commission is a lame federal agency now.

Question 54

"Puffery" in advertising is expected but deception can be prosecuted for false claims.

Question 55

The Johnson & Johnson Company CEO was highly effective in handling damage from the Tylenol poisoning case.

Question 56

Soap operas got their name from the detergents that were advertised in the afternoon shows by sponsors like Proctor & Gamble.

Question 57

Thorstein Veblen was influenced by the new Darwinian theory of evolution when he explored how the wealthy exhibited their status.

Question 58

Vance Packard's eight hidden needs are irrelevant to persuasive attempts.

Question 59

The U.S. Postal Service has nothing to do with deceptive advertisements.

Question 60

Sexy advertisements that show a lot of skin are consistent with the Stone Age theory that values reproduction, power, speed, and survival.

Question 61

Newer research suggests that sex does not always sell, but rather causes viewers to ignore the commercials altogether in such shows as Sex and the City.

Question 62

Subliminal advertising has been found to be highly successful in laboratory tests.

Question 63

The executive vice president of the American Association of Advertising Agencies, Hal Shoup, said, "Subliminal advertising is a myth."

Question 64

Social science research has been used by advertising since the early 20th century.

Question 65

Demographics show the characteristics of consumers, voters, or a population.

Question 66

Advertisers believe psychographics are more useful to them than demographics.

Question 67

Target, Starbucks, and Apple began as mass advertisers rather than niche positioners.

Question 68

Children do not remember adult products that use cartoon characters.

Question 69

The average model in beauty magazines is about 5 feet 11 inches and weighs 130 pounds.

Question 70

Advertising negatively affects body images of young women, sometimes leading to eating disorders.

Question 71

The third-person effect in media means that communication is sent from one person to another, then another.

Question 72

Many advertisers refuse to use older models because they fear alienating young consumers.

Question 73

Advertisers are unaffected by national disasters such as Hurricane Katrina, 9/11, or the wars in Afghanistan and Iraq.

Question 74

Explain the differences among advertising campaigns, political campaigns, and ideological campaigns.

Question 75

Explain the following advertising strategies: branding, unique selling position, product placement, and niche marketing.

Question 76

Explain what adaptive advertising strategies are and then apply this concept to ads that followed the months close to 9/11.

Question 77

Explain how celebrity endorsements work persuasively and include in your answer why the celebrity must have credibility to be useful.

Question 78

Compare and contrast television advertising and Internet advertising, giving advantages and disadvantages of each.

Question 79

Explain the complaints against advertisements that are recurring and give solutions to each complaint.

Question 80

Explain the AIDA approach to advertising.