Deck 2: Advertisings Role in Marketing

Question 1

Profit-making and non-profit making organisations like hospitals,government agencies and schools are all examples of this type of market:

A)consumer markets
B)business markets
C)internet markets
D)institutional markets
E)intermediary markets

Answer 1

E

Question 2

An organisational function and set of processes for creating,communicating and delivering value to customers,and for managing customer relationships in ways that benefit the organisation is known as ________.

A)advertising
B)promotion
C)marketing
D)management
E)production

Answer 2

C

Question 3

In the world of exchange there is a unique type of advertising known as __________,which is the antithesis of display advertising.

A)classified advertising
B)television advertising
C)website advertising
D)newspaper advertising
E)billboard advertising

Answer 3

A

Question 4

Which method of adding value to a product is purely psychological?

A)Branding
B)Reliability
C)Features
D)Availability
E)Durability

Question 5

The major types of markets include all of the following EXCEPT _________.

A)consumer markets
B)business markets
C)institutional markets
D)intermediary markets
E)internal markets

Question 6

A particular form of advertising that only aims to facilitate exchange between sellers and buyers is known as ________ advertising.

A)classified
B)branding
C)display
D)colour
E)black and white

Question 7

________ is the reputation,meaning and value that the brand name or symbol has acquired over time.

A)Trademark
B)Copyright
C)Brand image
D)Brand identity
E)Brand equity

Question 8

Which key concept suggests that a business should focus first on identifying the needs and wants of the customer?

A)Customer concept
B)Marketing concept
C)Product concept
D)Exchange
E)Production concept

Question 9

The Hercules glue manufacturer distributes their goods locally through a wholesaler,who provides the product to resellers.They sell their products internationally through a distributor.Which of these is NOT an intermediary?

A)Wholesaler
B)Reseller
C)Manufacturer
D)Distributor
E)All of the above are considered intermediaries.

Question 10

________ is the process of creating a special meaning for a product,one that makes it distinctive in the marketplace and in its product category.

A)Advertising
B)Branding
C)Exchange
D)Marketing
E)Adding value

Question 11

Which of these is the main reason a marketer might use sales promotion rather than display advertising?

A)Build the brand image
B)Generate immediate sales
C)Create new customers
D)Raise product awareness
E)Change people's perceptions

Question 12

Which of the following does NOT add value to a product?

A)Advertising
B)Convenience
C)Useful features
D)Branding
E)All of the above can add value to a product.

Question 13

Marketing research,which is original research undertaken to answer specific questions,is known as ________ research.

A)primary
B)secondary
C)non-original
D)objective
E)subjective

Question 14

The Alchemy brand of disinfectants sell their products to a range of hospitals.This is an example of a(n)________ market.

A)consumer
B)business-to-business (industrial)
C)reseller
D)institutional
E)direct

Question 15

All of the following are critical marketing concepts that influence advertising EXCEPT:

A)exchange
B)adding value
C)cultivating relationships
D)building brands
E)manufacturing

Question 16

Many businesses have invested in customer ________ to drive communication with customers and keep track of their interactions with the company.
A)relationship management

A)inquiry management
B)value management
C)complaint management
D)regional management

Question 17

The percentage of the total market in a product category that buys a particular brand is known as ________.

A)share of voice
B)market segment
C)consumer market
D)share of market
E)industrial market

Question 18

Thomas saw two boxes of breakfast cereal in the supermarket,with identical ingredients and nutritional profiles.One was in a plain pack with the supermarket name on it;one was from a well-known cereal maker.He knew that his kids were fussy with the cereal they ate,so he bought the well-known cereal,despite the cost being higher.Which key concept of marketing does this illustrate?

A)Exchange
B)Branding
C)Added value
D)Marketing
E)Distribution

Question 19

________ is a process that identifies customers and potential customers and attempts to calculate their lifetime value to the business.
A)Target marketing

A)Viral marketing
B)Corporate marketing
C)Relationship marketing
D)None of the above

Question 20

Both David Jones and Myer department stores use celebrities,such as Megan Gale and Jennifer Hawkins.By advertising their merchandise with women who represent contemporary style and glamour,they are intending that their target audience find their products more desirable.Which key concept of marketing and advertising does this illustrate?

A)Exchange
B)Added value
C)Promotion
D)Marketing concept
E)Distribution

Question 21

The promotion 'P' of marketing is also known as ________.

A)product
B)distribution
C)price
D)marketing communication
E)differentiation

Question 22

Howard's Shirt Shop decides to analyse the internal business factors that are strengths for the company and the things they do not do well.They also decide to analyse external factors and identify the opportunities and threats that are present.This is called a ________ analysis.

A)SWOT
B)market
C)situation
D)corporate
E)product

Question 23

A common approach to segmenting markets by recognising differences and adjusting to them accordingly is called a(n)________ approach.

A)heterogeneous
B)differences
C)alien
D)niche
E)none of the above

Question 24

According to Frank-Martin Belz,a sustainable marketing orientation encompasses four principles.The principle of viability is evaluated from the ________ and ________ perspectives:

A)political/legal
B)technical/economic
C)financial/business
D)cultural/linguistic
E)fairness/safety

Question 25

The four Ps-product,price,place and promotion-are often labelled as the four Cs.In this sense,product can also be referred to as ________.

A)communication
B)channels
C)customer value
D)customer satisfaction
E)computer costs

Question 26

Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

A)Marketing research
B)Account management
C)Creative services
D)Media planning
E)Account planning

Question 27

When Tylenol pain tablets were tampered with in the 1980s in the US,causing some customers to be hospitalised,the manufacturer Johnson & Johnson pulled all of its products from store shelves,redesigned packaging to resist tampering,and ran advertising to explain what steps it was taking over a period of many weeks.This was very expensive,but the organisation was cognisant that its brand equity-the reputation,meaning and value that the brand name had acquired over time-was intrinsic to the financial value of the company.Johnson & Johnson was applauded by the public for its actions,and Tylenol become more profitable than ever.In terms of sustainable marketing,which factor most likely influenced Johnson & Johnson's decision to pull its products?

A)Concern for consumer safety
B)Trademark infringement worries
C)Adverse accounting practices
D)Added value
E)Brand externalities

Question 28

A ________ strategy directs marketing efforts at resellers,and success depends on the ability of these intermediaries to market the product,which they often do with advertising.

A)push
B)pull
C)coverage
D)direct
E)pulley

Question 29

The process of identifying groups within the market whose needs and wants intersect with the product and its features is known as ________.

A)setting objectives
B)research
C)differentiation
D)positioning
E)segmentation

Question 30

The sustainable marketing principle of planet includes all of these EXCEPT:

A)life-cycle assessment
B)externalities
C)input materials
D)rejuvenation
E)repatriation

Question 31

The AtoB Transport and Logistics Company use a face-to-face contact strategy between their marketers and businesses that may be prospective customers.This is an example of ________.

A)advertising
B)sales promotion
C)public relations
D)personal selling
E)customary marketing

Question 32

The Moo Milk Company decides to sell a new type of milk,enriched with vitamins.They design and develop the new milk,brand it Moo Milk Plus and design a milk carton with a jumping cow on the front.Which marketing element do these activities represent?

A)Packaging
B)Pricing
C)Product
D)Place
E)Promotion

Question 33

What is the final step of the marketing process?

A)Differentiating
B)Implementing
C)Evaluating
D)Targeting
E)Segmenting

Question 34

An advertising agency that is formed for a particular client project and dispersed on completion is called a ________.

A)temporary agency
B)virtual agency
C)limited agency
D)disposable agency
E)collapsible agency

Question 35

Shell advertises its alternative energy experiments in order to:

A)demonstrate the company's response to climate change
B)encourage consumers to avoid purchasing petroleum
C)discourage development of solar energy
D)promote use of public transportation
E)prevent a sustainable future

Question 36

Which pricing strategy uses advertising to manipulate the customer's judgement of value?

A)Psychological pricing
B)Deceptive pricing
C)Relative pricing
D)Comparative pricing
E)Customary pricing

Question 37

In addition to the traditional four P's of market,the sustainable marketing approach adds the new 'three Ps' of 'people,plant,and _________'.

A)peace
B)place
C)power
D)profit
E)population

Question 38

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

A)department
B)holding company
C)network
D)account
E)boutique

Question 39

According to Frank-Martin Belz,a sustainable marketing orientation is one that encompasses all of these principles EXCEPT:

A)ecological
B)viable
C)ethical
D)relationship-based
E)ethnocentric

Question 40

Consumers see Parfum,a perfume maker,as an exclusive high-end brand,compared with other brands in the perfume category.This is an example of ________.

A)segmentation
B)targeting
C)evaluation
D)positioning
E)comparing

Question 41

Consumer markets consist of people who buy products and services for personal or household use.

Question 42

A brand is what distinguishes one product from another from the audience's point of view.

Question 43

Customary pricing is also called expected pricing.

Question 44

Positioning refers to how brands view and compare competitive brands or types of products-how they see a brand relative to other brands in the category.

Question 45

A process of identifying customers and potential customers and attempting to calculate their lifetime value is called direct marketing.

Question 46

Which of the following positions in an advertising agency is most closely involved with creative development?

A)Account executive
B)Account planner
C)Media buyer
D)Copywriter
E)Management supervisor

Question 47

Intermediaries form the links in the distribution chain between sellers and buyers.

Question 48

Bill works in an ad agency.His job is to recommend how the advertising should work to satisfy the consumers' wants and needs.His insights into the consumer and role as the voice of the consumer define his position.What is his job title likely to be?

A)Account manager
B)Copywriter
C)Account planner
D)Management supervisor
E)Account coordinator

Question 49

Prospect marketing is the practice of inviting prospective customers to sign up or self-select into a brand's target market.

Question 50

The primary members of the media department or media agency are ________.

A)media researchers
B)planners
C)buyers
D)all of the above

Question 51

The marketing process begins with research into markets,consumers and an understanding of the competitive situation.

Question 52

A company that operates with a marketing concept philosophy focuses on satisfying its customers' needs and wants.

Question 53

Advertising always adds value to a brand.

Question 54

Brand equity is the reputation,meaning and value that the brand name or symbol has acquired over time and measures the financial value the brand contributes to the company.

Question 55

Which of the following departments in an advertising agency fulfils the three functions of research,planning and buying?

A)Account planning department
B)Art department
C)Traffic department
D)Print production department
E)Media department

Question 56

The first step in the marketing process is to write a marketing plan.

Question 57

The process of assessing whether there are identifiable groups within the market whose needs and wants intersect with the product and its features is known as targeting.

Question 58

Business markets are places where businesses meet to exchange goods or services.

Question 59

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

A)The research and development department
B)The production department
C)The traffic department
D)The creative department
E)The copywriter

Question 60

When marketing strategists speak of markets,they generally refer to groups of people or organisations.

Question 61

Name and briefly describe the four Ps (or Cs)of the marketing mix.

Question 62

The account management department does not liaise between the agency and the client.

Question 63

Sales promotion is aimed at developing long-term relationships with customers.

Question 64

The traffic department in a full-service advertising agency acts as a liaison between the client and the agency.

Question 65

Explain why someone would rather have a Rolex watch than a Timex watch,which is as reliable as a Rolex but considerably less expensive.

Question 66

Compare and contrast the four main types of markets,and the types of entities that are served by these markets.

Question 67

Explain the differences between classified advertising and display advertising.

Question 68

Describe the role of an account planner in an advertising agency.

Question 69

Describe the different markets in which marketers may compete.

Question 70

Describe five types of specialist advertising agencies.

Question 71

Explain the concept of integrated marketing communications.

Question 72

According to an Adweek-sponsored survey of 105 clients in the United States,less than 50% of the respondents indicated that advertising was the 'most important communication tool' in the marketing mix.

Question 73

Toyota Motor featured a print advertisement for its hybrid car with the phrase 'You're the kind of person who knows when to save energy'.
In the ad,the innovative Japanese car company emphasises its continuous innovation in fuel efficiency,not just in its improved hybrid engines,but also in its improved energy-efficient manufacturing plants.Half the power for these plants comes from solar energy.
In terms of sustainable marketing,discuss whether this advertising approach would be effective in the Australian market.

Question 74

Name the new three Ps of sustainable marketing and give a brief interpretation of their meaning.

Question 75

Name and describe the seven steps of the marketing process.

Question 76

The ecological principle of satisfying consumer needs without compromising the health and regeneration of ecosystems is integral to the sustainable marketing orientation.

Question 77

You work for an advertising agency and you go to visit a prospective client.They aren't sure why they need an advertising agency in the first place and what a full-service agency does.What would you tell them?