Question 1

Which of the following terms explains the availability of cable networks devoted to food, home repair, golf, history, or animals?

Accepted Answer

Narrowcasting refers to the delivery of specialized content or programming to a small, specific audience. The availability of cable networks devoted to specific niches, such as food, home repair, golf, history, or animals, is an example of narrowcasting.

Question 2

As the U.S. economy slowed in the 1980s, which cost-effective method did companies use to trim their advertising budgets?

Accepted Answer

Sales promotions are a cost-effective method that companies can use to trim their advertising budgets during an economic slowdown. Sales promotions may include offering discounts, coupons, or special deals to customers, which can help to maintain sales while reducing advertising expenses. Additionally, sales promotions can be targeted to specific customer segments, which may be more effective than a mass market advertising approach. Other options, such as viral marketing and internet advertising, were not widely used in the 1980s, while word-of-mouth advertising is difficult to control and may not provide the same cost savings as sales promotions.

Question 3

The _____ age, which began around 1980, has been a period of cataclysmic change due to increased environmental awareness.

Accepted Answer

The term "postindustrial" refers to an economy that has shifted away from heavy industry and manufacturing and toward service-based industries, while also placing greater emphasis on technology and information. This choice best fits the description of a period of cataclysmic change due to increased environmental awareness.

Question 4

For years Levi-Strauss advertised its jeans to baby boomers because that is what most baby boomers wore during the 1960s, and many baby boomers are trying to buy back their youth. Unfortunately, this strategy of making Levi's a baby boomer icon has decreased the brand's appeal to today's teens who perceive the Levi brand as old-fashioned. In this example, the _____ did not produce a positive effect.

Accepted Answer

The positioning strategy of making Levi's a baby boomer icon has decreased its appeal to today's teens, indicating that it did not produce a positive effect.

Question 5

During a drought in the southeastern United States, marketing campaigns were implemented to encourage consumers to use less water by increasing rates and issuing fines to those who used more than their fair share. A marketing effort such as this would best be classified as:

Accepted Answer

Demarketing is a marketing strategy that aims to decrease demand for a product or service. In this case, the marketing campaign is intended to discourage excessive water usage, which is a form of demarketing. The campaign is not focused on promoting a product or cause, so options A, B, D, and E are incorrect.

Question 6

A(n) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.

Accepted Answer

A positioning strategy is designed to distinguish a brand from its competitors by positioning it in the mind of the consumer in a unique and favorable way. This is achieved by identifying the particular set of customer needs that are important to the consumer and highlighting the ways in which the brand can fulfill those needs better than its competitors. By doing this, the brand can create a more compelling and attractive image in the consumer's mind, which can lead to increased sales and market share.

Question 7

The Cold War ended when the Berlin Wall came down and Western companies and financiers began to invest heavily in what were once called the Warsaw Pact countries. Big multinational companies and their advertising agencies went on a binge, buying other big companies and adding a new term to the financial lexicon. This term was:

Accepted Answer

The term that was added to the financial lexicon during the post-Cold War era when big multinational companies indulged in buying other big companies was "mega merger." This term refers to massive mergers and acquisitions that create a conglomerate with a market share dominance.

Question 8

Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States. One of those factors was:

Accepted Answer

The aging of traditional products and a corresponding growth of competition was one of the economic factors that characterized the marketing world of the late 1980s and early 1990s in the United States. As products became more dated, competition grew stronger as companies tried to differentiate themselves from their competitors. This led to an increased focus on innovation and new product development.

Question 9

By publicizing the material, social, and cultural opportunities of a free enterprise society, advertising has encouraged:

Accepted Answer

Advertising has encouraged increased productivity by both management and labor by highlighting the benefits and rewards of hard work and success within a free enterprise system.

Question 10

Which of the following is the largest advertising medium in terms of advertising revenues?

Accepted Answer

According to the latest data, television advertising still holds the top spot in terms of advertising revenue, generating billions of dollars each year. Internet advertising is a close second, but television continues to draw the largest audience among all advertising mediums, making it highly appealing to advertisers. Newspapers, magazines, and radio are all much smaller in terms of advertising revenue compared to television and internet advertising.

Question 11

In 2005, Comcast created AZN, a television network for Asian Americans. What type of strategy did Comcast use when it found this unique group of consumers whose specific needs were not being addressed by a cable station?

Accepted Answer

Comcast used market segmentation, which involves identifying and targeting specific groups of consumers with unique needs and characteristics. By creating a television network for Asian Americans, Comcast recognized the potential of this particular market segment and developed a product tailored to their specific needs and interests.

Question 12

Many urban hotels are creating women-only floors for female travelers. Enhanced security and toiletries more likely to appeal to women such as bubble bath and curling irons are made available. To specifically target women who are traveling on their own, these hotels have implemented a _____ strategy.

Accepted Answer

The hotels have implemented a market segmentation strategy by creating a specific segment for women travelers and tailoring their services to meet the specific needs and preferences of that segment. This includes offering enhanced security and toiletries, as well as creating women-only floors.

Question 13

The term integrated marketing communications means:

Accepted Answer

Integrated marketing communications refers to coordinating a firm's messages from a variety of sources, such as advertising, public relations, personal selling, and digital marketing, to create a consistent message that effectively reaches the target audience. It involves a strategic approach to communication that aims to build long-term relationships with customers by delivering consistent and relevant messages across all channels.

Question 14

To differentiate its candy from that produced by other candy manufacturers, the manufacturer of Green & Black brand confections advertises that it is the only company to make its chocolate organically. This commitment to market only organic chocolate is an example of a(n):

Accepted Answer

The manufacturer's commitment to producing only organic chocolate is a unique selling proposition, which is a statement that distinguishes a product from its competitors and highlights its unique features.

Question 15

Due to mobile phones, PCs, the Internet, e-mail, and cable TV, advertising is evolving into a(n):

Accepted Answer

The presence of mobile phones, PCs, the Internet, e-mail, and cable TV has enabled advertising to become a two-way medium where consumers can engage with ads and provide feedback, rather than a traditional broadcast medium that only delivers messages one way.

Question 16

Which term refers to the distinctive benefits that make a product different than any other?

Accepted Answer

The term that refers to the distinctive benefits that make a product different than any other is the unique selling proposition (USP). It is a marketing concept developed in the 1940s by Rosser Reeves, which emphasizes the creation of a unique benefit that sets a product apart from the competition. The USP should communicate a clear and single-minded message that resonates with the target audience and helps drive sales.

Question 17

_____ is a process by which marketers search for unique groups of people whose needs can be addressed through more specialized products.

Accepted Answer

Market segmentation is the process of dividing a larger market into smaller groups of consumers with similar needs and characteristics, in order to tailor products and marketing strategies to their specific demands. This helps companies improve the effectiveness of their marketing efforts by reaching out to the right audience with the right message.

Question 18

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners?

Accepted Answer

The strategy being used by CNNMoney.com is positioning, which involves creating a distinctive image in the minds of the target market. In this case, CNNMoney.com is positioning itself as a valuable resource for small business owners by claiming to cover everything they need to know in one place. This distinguishes CNNMoney.com from other websites that may offer similar content but do not position themselves specifically for small business owners. Market penetration involves increasing market share for existing products or services, target differentiation involves identifying and targeting specific segments within a market, market segmentation involves dividing a larger market into smaller groups based on shared characteristics, and sales promotion involves incentives to encourage sales.

Question 19

_____ is a type of marketing used to slow down the demand for certain products, such as energy-consuming goods.

Accepted Answer

Demarketing is a type of marketing that is aimed at discouraging the demand for certain products or services in order to slow down their consumption or usage. It is often used to promote more sustainable and environmentally-friendly practices by reducing the demand for energy-consuming goods. Co-marketing refers to a joint marketing effort between two or more companies, while environmental advertising and eco-marketing both focus on promoting environmentally-friendly products and practices. Systems marketing is a holistic approach to marketing that focuses on optimizing the entire value chain of a product or service.

Question 20

There is some of the most beautiful scenery in the world at the Banff National Park in Canada. Too many tourists have led to potential ecological disasters in the park. In response, park officials are trying to decrease the number of visitors to the park. They could most likely use _____ to accomplish this objective.

Accepted Answer

Demarketing is the process of reducing demand for a product or service. In this case, the park officials are trying to decrease the number of visitors to the park to prevent ecological disasters. Therefore, demarketing is the best choice to accomplish this objective.

Quiz 1: The Evolution of Advertising