Question 1

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

Accepted Answer

This statement is true. Before making any marketing decision, it is important to have a clear understanding of the objectives and goals that need to be achieved. This helps to ensure that the decision is aligned with the overall strategy and will be effective in achieving desired outcomes.

Question 2

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

Accepted Answer

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

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.

Accepted Answer

In the typical advertising process, the sender (not the receiver) sends out a message, which is then encoded and transmitted to the receiver.

Question 4

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

Accepted Answer

This statement is true. Marketing goals can include both short-term objectives, such as increasing sales, and long-term objectives, such as developing a strong brand reputation over time.

Question 5

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

Accepted Answer

Advertising is a means of communicating information about a product or service to potential customers, which helps to build awareness and increase familiarity with the brand.

Question 6

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

Accepted Answer

A cognitive ad aims to persuade the audience through logical argumentation, factual information, and evidence-based reasoning. It seeks to engage the consumer's brain by presenting rational and analytical arguments that emphasize the benefits and advantages of a product or service.

Question 7

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

Accepted Answer

The answer of Advertising goals fall into one of three...

Question 8

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

Accepted Answer

Television commercials have been a dominant form of advertising for several decades and many people associate the term "advertising" with them. However, with the rise of digital marketing, the definition of advertising has expanded to include various other channels and formats.

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.

Accepted Answer

The advertising successfully influenced Brian's decision to consider seeing the movie, as it created a positive image in his mind and informed him of its release date.

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.

Accepted Answer

A marketing research project can definitely measure pre- and post-advertising attitudes in the relevant target segment to see if they have improved, through techniques such as surveys, focus groups, and tracking studies.

Question 11

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

Accepted Answer

Advertising effects build over time and are influenced by various factors, making it hard to attribute them to a single campaign. Therefore, it takes time for the effects to become noticeable.

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.

Accepted Answer

Advertising is one of the primary means by which companies communicate to their customers about their products, brands, and positions in the marketplace. While there are other ways, such as public relations and direct marketing, advertising is often the most visible and widespread form of communication. Therefore, the 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.

Accepted Answer

The answer of At brand maturity, ad campaigns are developed...

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.

Accepted Answer

IMC is about integrating all forms of communication to create a consistent message. This includes advertising, public relations, direct marketing, TV, magazines, and other forms of media.

Question 15

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

Accepted Answer

An ad message should have a clear and singular focus to effectively communicate its message and be memorable to the audience. Trying to achieve multiple goals can lead to confusion and dilution of the message.

Question 16

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

Accepted Answer

In a noncomparative ad, the focus is on the brand and its features, attributes, and image portrayal, without directly comparing it to other brands.

Question 17

AIDA stands for Attention, Interest, Desire, Action.

Accepted Answer

AIDA is a commonly used marketing and advertising model that 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.

Accepted Answer

Advertising is expected to generate sales and profitability, not just create awareness. While creating awareness is a key component of advertising, the ultimate goal is to persuade potential customers to buy the product or service being advertised.

Question 19

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

Accepted Answer

This statement is true. The goal of advertising is to appeal to customers' rational and emotional desires in order to ultimately persuade them to purchase the advertised product or service.

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.

Accepted Answer

The ad presents both the benefits and drawbacks of consuming Brand X soda, making it a two-sided argument.

Quiz 11: Advertising Messages and Marketing Communication