Deck 1: The World of Advertising and Integrated Brand Promotion

Question 1

A television commercial showing the effects of smoking displays a fresh apple and another that has decayed.The ad states, "Smoking kills." The commercial was paid for by a medical company.This is an example of a public service announcement.

Answer 1

False

Question 2

Mass-mediated communication has three major components: production, accommodation, and distribution.

Answer 2

False

Question 3

Orange Inc., a cell phone manufacturer, has launched promotions of its new product in local newspapers, billboards, and the company's website, and has distributed flyers in local universities.This is an example of an integrated brand promotion.

Answer 3

True

Question 4

Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders.To promote its product, it uses the same billboard ads across different countries around the world.This is an example of international advertising.

Question 5

In the new world of advertising, mass media is nonexistent.

Question 6

Brand equity occurs over a short period of time.

Question 7

An advertisement refers to a specific message that an organization has created to persuade an audience.

Question 8

Advertising is only one area of the marketing mix, and it represents only one of the many different integrated brand promotion tools used in the marketing mix.

Question 9

The marketing mix involves four areas of responsibility-conceiving, pricing, promoting, and distributing-involved
in the promotion of goods, services, or ideas.

Question 10

A brand that does not meet customer needs can still be very successful if it advertises its products extensively.

Question 11

Consumer preferences and new technologies are reshaping the communication environment.

Question 12

A brand variant is created when a company adapts and expands its current brand into a new product area.

Question 13

Government officials are the most conspicuous audience category in that most mass media advertising is directed at them.

Question 14

A firm that manufactures a device that alleviates sleep apnea, produces a television commercial that delivers facts about the product.Therefore, the objective of the ad is not to persuade the customer because the ad is purely informational.

Question 15

A producer of educational materials wants to deliver an advertising message to an audience of teachers and principals.In this scenario, personal selling would be the best option because this tool is appropriate for large groups of people.

Question 16

Integrated brand promotion (IBP) tools include various types of advertising, but does not include traditional advertising forms.

Question 17

A target audience is a particular group of consumers singled out by an organization for an advertising or IBP
campaign.

Question 18

The organization that pays for an advertisement is referred to as the client.

Question 19

Harry's World is a department store that operates in three different states in the country of Rhodia.Harry's World advertises its stores only in these three states.This is an example of regional advertising.

Question 20

Kristen Cross, an actress, was interviewed by news reporters about what she thought her fans should know about her new movie.This would be considered as an advertisement.

Question 21

Cuddles, a baby's retail clothing brand, uses the softest cotton wool that enables its products to stand out from those of its competitors.Cuddles has used external positioning to stand out over its competitors.

Question 22

To survive in today's marketplace, contemporary businesses and organizations are strongly focusing on one single concept-communication.

Question 23

Firms have not fully exploited all the opportunities that smartphones or iPads.

A)broadcast media
B)mobile marketing
C)personal selling _{d. print media}
Has to offer through communication via devices like

Question 24

Primary demand stimulation is likely to have an impact only on those products that have been in the market for a long time.

Question 25

Delayed response advertising relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand.

Question 26

Gross domestic product is the measure of the total value of goods and services produced by an organization.

Question 27

The marketing process is designed to generate revenue for the firm.

Question 28

Integrated marketing communication lays emphasis on communication, and not on the brand.

Question 29

Rachel, the mayor of Genovia, had recently appeared on a local news telecast.She stated that she should be re- elected because she contributed to the increased rate of employment in the metropolitan area.In order for her message to be considered as an advertisement, which of the following conditions should be met?

A)The message must be noncommercial.
B)There must be a public service announcement included.
C)The airtime must be paid for.
D)The message must involve the promotion of a product.

Question 30

Advertising is related to the gross domestic product in that it can contribute to levels of overall consumer demand when it helps introduce new products.

Question 31

When an organization creates large-scale demand for its brand, the quantity of product produced is increased which leads to higher unit production costs.

Question 32

When a brand is perceived by consumers as one in which the value of products is lower than its costs, the brand is said to have brand equity.

Question 33

Which of the following is true regarding advertising?

A)Advertising is a external to the social interaction process.
B)Advertising is solely responsible for the increase of product sales.
C)Advertising plays a pivotal role in world commerce.
D)Advertising is a simple communication process.

Question 34

KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on WXXY (a local TV station) to promote its annual toy collection.Amazing Ads, a local ad agency, shoots the video and produces a 30-second commercial and Downtown Deli donates sandwiches for volunteers on the days that KidsCause collects, wraps, and distributes toys.In this promotional effort, who is the client?

A)Amazing Ads
B)Downtown Deli
C)WXXY
D)KidsCause

Question 35

The essential task for advertising is to develop a message that is different and unmistakably linked to a company's
brand.

Question 36

Public service announcements (PSAs):

A)are a type of advertising that are run by nonprofit organizations.
B)are commercial they way that ads are.
C)attempt only persuade and not to inform.
D)are not paid for like an ad.

Question 37

Consumers' perceptions can be based on tangible differences or on image and style factors.

Question 38

A late­night television commercial for kitchen appliances urges viewers to respond to the ad.It states, "Call this toll­free number in the next 30 minutes to receive a free cutting board" and assures them that "Operators are on duty." This is an example of direct response advertising.

Question 39

Symbolic value differs from social meaning in that social meaning refers to what a product or services means to an organization in a non-literal way.

Question 40

Social meaning refers to what a product or service means in a societal context.

Question 41

Which of the following is an essential criteria for communication to be considered as an advertisement?

A)The communication must be noncommercial.
B)It must be a mass-mediated attempt to persuade.
C)The message conveyed must be short.
D)It must involve face-to-face communication.

Question 42

Based on the criteria that defines advertising, which of the following examples would be considered as advertising?

A)A candidate for city council going door-to-door urging people to vote for her
B)A car manufacturer stating the efficiency of its product to motivate customers to make a purchase
C)A public service announcement about the dangers of talking on the phone while driving
D)An actor being interviewed on television about his campaign to aid people with physical disabilities

Question 43

Which of the following would be considered as a trade journal?

A)A publication written for health professionals
B)An e-zine for emerging writers to publish their work
C)A magazine for fitness enthusiasts
D)A newspaper carrying news articles about a particular city

Question 44

The advertising aimed at government officials and employees is dominated by:

A)local and regional television commercials.
B)point-of-purchase advertising and influencer marketing.
C)direct mails, catalogs, personal selling, and Web ads.
D)event sponsorships.

Question 45

"Make love, not war" stated at the end of a radio station broadcast is an example of:

A)a mobile advertisement.
B)influencer marketing.
C)personal selling.
D)a public service announcement.

Question 46

During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist.A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way.Which of the following is a reason why audience members share a similar interpretation of the ad?

A)The backgrounds and value systems of audience members are similar.
B)The interpretation of an ad is a function of an isolated solitary thinker.
C)Ads contain a single meaning for all members of a target audience.
D)Communication is inherently an individual process and not a social process.

Question 47

Brad and his wife, Carla are watching a commercial that they've never seen before.Brad thinks that the ad is humorous.However, Carla finds the ad monotonous and uninteresting.This example illustrates that:

A)ads are interpreted differently based on a person's experiences and beliefs.
B)what a message means to any given consumer is a function an isolated solitary thinker.
C)the ad is communicated effectively to its target audience.
D)the ad contains the same meaning for all audience members.

Question 48

The two major components of the mass-mediated communication model are:

A)primary demand and selective demand.
B)advertiser and consumer.
C)internal position and external position.
D)production and reception.

Question 49

Members of trade channels include:

A)not-for-profit businesses.
B)retailers.
C)household consumers.
D)government officials.

Question 50

A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called:

A)a target audience.
B)cooperative advertising.
C)a focus group
D)a sponsorship.

Question 51

Samsonic is the leading manufacturer of televisions in the world.It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country.This is an example of:

A)national advertising.
B)international advertising.
C)regional advertising.
D)global advertising.

Question 52

HireUp Inc., a recruitment agency, has launched a series of advertisements about its capabilities in effectively managing firms' labor forces.Which of the following audience categories is HireUp most likely targeting?

A)Household members
B)Members of business organizations
C)Professionals
D)Government employees

Question 53

Which of the following is considered as a member of a trade channel?

A)Wholesalers
B)Household consumers
C)Government employees
D)Philanthropic groups

Question 54

Which of the following is an example of international advertising?

A)Crispy Cracks promoting their new line of cracker at the Olympics
B)Flextronic advertising its flat-screen TVs in different states of a country
C)Radicle creating different versions of its new detergent ad for various countries
D)Unicorn featuring its "unicorn" logo on gear worn by tennis players

Question 55

Integrated brand promotion (IBP) can be defined as:

A)the collaboration of two or more brands within a single advertisement with the intent of sharing costs.
B)the coordination of a number of promotional tools to create widespread brand exposure.
C)a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms.
D)a unique concept seen mainly in local advertising campaigns.

Question 56

YouStock, an online broker, pays for a 60-second television commercial to be telecast during the Football World Cup.The commercial promotes the reliability of YouStock's advice, expertise, and personal attention in assisting online customers with stock portfolio creation and management.The spot created by YouStock is:

A)a public service announcement.
B)a point-of-purchase advertisement.
C)representative of personal selling.
D)an advertisement promoting a service.

Question 57

Which of the following is true of integrated brand promotion (IBP)?

A)It is a simple process.
B)It uses promotional tools that do not need to be evaluated.
C)It prevents the exposure of a brand.
D)It allow marketers to reach target customers in different ways.

Question 58

In the model of mass-mediated communication, the:

A)producers of the message control the reception of the content.
B)producers of the message control the interpretation of the content.
C)consumers interpret ads in a way that makes sense to them individually and serves their needs.
D)receiver's interpretations are invariably compatible with what the producer intended to convey.

Question 59

The promotional tool used most often to communicate with members of a trade channel is personal selling.Which of the following is a reason behind this?

A)Personal selling is the most inexpensive form of communication.
B)Members of trade channels are the most conspicuous audience.
C)Members of trade channels are the target audience for producers of only household products.
D)The target audience represents a relatively small, easily identifiable group.

Question 60

Nature Fresh, a local grocery store chain, has decided to run a series of advertisements.For this to be considered as an advertising campaign, Nature Fresh's ads must:

A)focus on store products rather than store services.
B)target a mass audience.
C)appear in print media.
D)be unpaid communication.

Question 61

Which of the following slogans is an example of corporate advertising?

A)"Ohh­Soo­Good" by Yummy's, a biscuit company
B)"The quick fix stick" by Quicks, a glue manufacturer
C)"Fizzy! Bubble! Guzzle!" by Fizzy Pop, a soft drink company
D)"Think creatively" by Helix phones

Question 62

Cryptic Inc., a literary publisher, has established offices in more than 20 states in Lentasia.Additionally, it has advertised in all states of the country.This is an example of advertising.

A)local
B)national
C)regional
D)global

Question 63

attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand.

A)Delayed response advertising
B)Co-op advertising
C)Direct response advertising
D)Sales promotion

Question 64

Which of the following is true of inelasticity of demand?

A)The supply of the product is greater than its demand.
B)Consumers are less sensitive to price increases.
C)Customers have low brand loyalty.
D)It leads firms to decrease profit margins.

Question 65

is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company.

A)Advocacy advertising
B)Corporate advertising
C)Brand advertising
D)Institutional advertising

Question 66

Sparkles Inc.has launched an advertisement on a local television channel.The ad promotes the new set of Acrylic paints and informs customers that the first five people who call in the next two days would receive a free sample.This is an example of .

A)direct response advertising
B)personal selling
C)delayed response advertising
D)internal positioning

Question 67

CoolNature, a manufacturer of mineral water, has recently launched its product in the market.It starts a rigorous advertising campaign to highlight the benefits of its product.This is an example of .

A)selective demand stimulation
B)economies of scale
C)market segmentation
D)primary demand stimulation

Question 68

is the process of creating a perceived distinction between an organization's brand and a competitor's brand.

A)Market analysis
B)Co-op advertising
C)Market segmentation
D)Differentiation

Question 69

RomTech, a cell phone manufacturer, displays in its advertisement that its products are better than others in the market because they are waterproof and scratch proof.This is an example of .

A)selective demand stimulation
B)economies of scale
C)inelasticity of demand
D)direct response advertising

Question 70

CarlBerrys, a department store, has launched a series of advertisements inviting people to do their holiday shopping at their store.This is an example of .

A)institutional advertising
B)delayed response advertising
C)corporate advertising
D)advocacy advertising

Question 71

If Caltec Corp., a computer manufacturer, increased the number of computers produced to twice the amount it used to, the economies of scale would:

A)lower the fixed cost per unit.
B)increase the fixed cost per unit.
C)increase the variable costs.
D)lower the defect rate of products.

Question 72

Which of the following is an example of a brand extension?

A)Tracker, a company selling security systems, advertises its product on a local television network.
B)Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base.
C)Blossoms, a women's perfume line, advertises its new line through sales promotions and point­of­purchase ^{advertising at department stores.}
D)The manufacturers of Cocoa flakes, a popular cereal, launches a biscuit called "Cocoa crunch" in a new product category.

Question 73

Effective internal positioning is accomplished by:

A)distributing products to a market that is wider than those of one's competitors.
B)using advertising to compare a product's distinctions from those of one's rival firms.
C)developing brand features and values that are distinctive from the competition.
D)developing vastly different products within the firm's product line.

Question 74

When national companies and local merchants share advertising expenses, they are taking part in .

A)brand extension
B)international advertising
C)cooperative advertising
D)trade channeling

Question 75

The customers of TimeZone watches have high brand loyalty and although the watches are priced at high rates, TimeZone's customers are willing to pay the market price of the product.This is an example of .

A)low brand equity
B)market segmentation
C)economies of scale
D)inelasticity of demand

Question 76

WoodChuck Inc., a furniture retailer, establishes itself in the North-east state of Largonia and has spread to many other states within the country.It has conducted promotional activities in all of these states to create awareness among the public about its products.This is an example of advertising.

A)global
B)local
C)cooperative
D)regional

Question 77

Which of the following is one of the four areas of responsibility in the marketing mix?

A)Price
B)Communication
C)Convenience
D)Process

Question 78

A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper.These newspaper ads are forms of advertising.

A)local
B)trade
C)regional
D)national

Question 79

Which of the following is a similarity between the market strategies, positioning and differentiation?

A)Both involve standardizing and regularizing products.
B)Both depend on a perceived image of tangible or intangible features.
C)Both involve marketing products in a way that make them seem similar to competitors' products.
D)Both involve targeting a small market segment.

Question 80

Market segmentation is the process of:

A)creating advertising strategies to reach out to a wide consumer base.
B)creating a new product line that is relatively different from the firm's existing product line.
C)breaking down a large widely varied market into more similar sub-markets.
D)identifying competitors in the market that could be possible threats to the success of the company.