Deck 10: Marketing and Advertising

Question 1

Which of the following is true of product placement?

A) It is a form of advertisement.
B) There is often disclosure that it is an instance of advertisement.
C) It carefully details the merits of the advertised product.
D) None of these answers is correct.

Answer 1

A
Explanation: Product placement is the careful placement of a product in a form of media other than an advertisement, such as a movie or television program. Quite often it is never disclosed that the product appeared for the purposes of advertising as in the use of Coke in American Idol.

Question 2

Which of the following is NOT a purpose of advertising?

A) to create produce awareness
B) to inform customers about a product or service
C) to create demand for the product
D) to inform customers of rival products

Answer 2

D
Explanation: Advertising has as its main goal increasing sales. This can be done in a number of ways. Customers must be aware of product in order to purchase it. And mere awareness is not enough alone. Informing the customer of the details of a product can also increase profits for the company by increasing sales. Advertising also seeks to create a demand for a product where no or little demand existed before.

Question 3

Which of the following is a strategic model?

A) a specification of a product's designs
B) a list of policies guiding the complete operations of a company
C) a set of future plans for the introduction of a new product
D) None of these answers is correct.

Answer 3

B
Explanation: Businesses typically employ strategic plans for using their resources. This often involves the use of a strategic model that is a set of policies concerning the future actions and values of the business. It is a set of guidelines that give guidance when developing and running the company in the future.

Question 4

Which of the following is true of marketing research?

A) It is purely a deductive enterprise.
B) It is not helpful for increasing the attractiveness of a product for the consumer.
C) It can involve carefully monitoring what is actually being bought.
D) None of these answers is correct.

Question 5

What does a business's success depend on?

A) the appeal of its advertisements
B) its ability to provide what customers need at a reasonable price
C) its ability to provide what customers want, but don't need, at a reasonable price
D) All of these answers are correct.

Question 6

Which of the following is a fallacy often used to great effect in advertising?

A) affirming the consequent
B) the ad hominem fallacy
C) snob appeal
D) All of these answers are correct.

Question 7

Which of the following are the first two components of the SWOT model?

A) an internal assessment of the companies' strengths and weaknesses
B) an assessment of any future opportunities and threats to the company
C) an assessment of the statistical ways and means of a company
D) None of these answers is correct.

Question 8

Which of the following would count as a weakness of a company in the SWOT model?

A) limited financial resources
B) expertise in marketing
C) the existence of a powerful rival company
D) laws that the limit the ability of the company to conduct business

Question 9

Which of the following is a method of marketing research?

A) keeping a dream journal
B) conducting surveys
C) disjunctive dilemmas
D) All of these answers are correct.

Question 10

Which of the following is true of advertising?

A) Teenagers are more critical of advertisements than are older adults.
B) The average child sees approximately 40,000 television commercials a year.
C) Children under the age of eight can usually recognize the purpose of an advertisement.
D) Children easily resist advertisements that play on their need for peer acceptance.

Question 11

Which of the following best describes an instance of scare tactics in advertising?

A) claiming that a product increases your chances of success in social relationships
B) claiming that a product will increase your chances of success in business
C) claiming that a product will make up for your physical inadequacies
D) All of these answers are correct.

Question 12

Which of the following is an opportunity for a company in the SWOT model?

A) expertise in marketing
B) emergence of a new and relevant technology
C) the existence of a powerful rival company
D) All of these answers are correct.

Question 13

Which of the following is true of threats in the SWOT model?

A) They are often unavoidable.
B) They are almost always something a company can control.
C) They are due to factors purely internal to the company.
D) They typically present a chance to increase the profitability of a company.

Question 14

Which of the following is true of advertising?

A) Advertising is the least common form of media.
B) Advertising often carries little or no information.
C) Advertising is always presented as advertising.
D) All of these answers are correct.

Question 15

Which of the following is important when introducing a product to a foreign market?

A) packaging
B) labeling
C) the name of the product
D) All of these answers are correct.

Question 16

Which of the following is true of marketing research?

A) It only provides information about what products will probably succeed or fail.
B) Focus groups are a type of marketing research that can provide an important source of information about a target market's preferences.
C) Experimentation is an important type of marketing research.
D) All of these answers are correct.

Question 17

Which of the following is/are commonly used in advertisements?

A) euphemisms
B) vague language
C) ambiguous language
D) All of these answers are correct.

Question 18

Which of the following introduced a new and successful line of clothing at the age of twenty?

A) Bo Dietl
B) Marc Ecko
C) Geroge Foreman
D) Jorgen Vig Knudstorp

Question 19

Which of the following best describes the strengths of a company in the SWOT model?

A) an important opportunity that can increase the profitability of a company
B) something the company does well
C) a rival or potential pitfall that may decrease a company's profitability in the future
D) something the company does poorly

Question 20

Confirmation bias in marketing research can lead to which of the following outcomes?

A) commitment aversion
B) the diversion fallacy
C) escalation of commitment
D) escalation of aversion

Question 21

A business's weaknesses always adversely affect the business.

Question 22

The law does not allow ads to present false or misleading information.

Question 23

Media consumers usually notice instances of product placement.

Question 24

Market anomalies can safely be ignored.

Question 25

The ultimate purpose of advertising is to inform customers about products.

Question 26

Most purchases are planned ahead of time.

Question 27

Endorsements by well-known figures in advertisements are not always fallacious forms of arguing.

Question 28

A strategic plan is a method by which an organization uses it resources to reach its goals.

Question 29

One typical fallacy employed by advertisements is the fallacy of popular appeal.

Question 30

Children under the age of eight can usually recognize the intent of advertisements.

Question 31

Creating brand recognition is an important marketing strategy.

Question 32

Nielsen Media Research uses observation to track television viewer behavior.

Question 33

In business,the only method of responding to a threat from a competitor is to reach out to a wider market.

Question 34

Experimentation can be used to measure cause-effect relationships between product purchase and factors such as logos and price.

Question 35

Nissan's first sports car for the American market was originally named "My Fair Lady."

Question 36

Marketing research is only the process of identifying a market for a product or service.

Question 37

SWOT is an acronym for "strengths,weaknesses,opportunities,and theories."

Question 38

Businesses,unlike individuals,are immune to confirmation bias.

Question 39

Survey research is always done in person.

Question 40

SONY's continued production of Betamax systems well past the point at which it was profitable to continue to do so is an example of escalation commitment.