Deck 1: What Is Advertising Today

Question 1

Sponsorial consumers are the gatekeepers who decide whether the ad will run or not.

Answer 1

True

Question 2

When Mariel uses a 50-cents-off coupon to purchase spaghetti sauce,she is providing feedback.

Answer 2

True
Explanation: In advertising, feedback can take many forms such as redeemed coupons, telephone inquiries, or visits to a store.

Question 3

Advertising reaches us through a channel of communication referred to as a medium.

Answer 3

True

Question 4

A real or an imaginary character,within the text of the ad,who lends some voice or tone to the ad is referred to as persona.

Question 5

Word-of-mouth qualifies as an advertising medium.

Question 6

A firm's marketing activities are always aimed at a particular segment of the population called the target market.

Question 7

Designing a successful advertising campaign requires a broad understanding of the whole marketing process.

Question 8

A car wash is an example of a good.

Question 9

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

Question 10

Feedback employs a sender-message-receiver pattern,except that it is directed from the receiver back to the source.

Question 11

The three source dimensions are the sponsor,the narrative,and the author.

Question 12

The three receiver dimensions are implied,sponsorial,and actual consumers.

Question 13

The source is the manufacturer of the product.

Question 14

In advertising,the sponsor's ad competing with hundreds of other commercial and noncommercial messages is referred to as noise.

Question 15

The billboard advertising a car dealership is an example of a medium.

Question 16

The ultimate goal of the marketing process is to build customer relationships.

Question 17

Every business organization typically performs a number of diverse activities that are usually classified as operations,finance/administration,and marketing.

Question 18

A spokesperson for a brand of golf clubs is part of the message dimension for marketing communications.

Question 19

Implied consumers are the people in the real world who comprise the ad's target audience.

Question 20

Advertising is a type of marketing communications tool.

Question 21

Which of the following is the best example of a good?

A) Math tutoring
B) A car wash
C) Greeting cards
D) An accountant's tax preparation business
E) A dry cleaner's spot removal certification guarantee

Question 22

Which of the following is NOT an example of an advertising medium?

A) The Internet
B) Broadcast television
C) Newspaper
D) Word-of-mouth
E) A NASCAR automobile

Question 23

_____ is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature,about products or ideas by identified sponsors through various media.

A) Marketing
B) Sales promotion
C) Advertising
D) Personal selling
E) Collateral materials

Question 24

Companies use media advertising,also known as collateral materials,to communicate information about themselves and their brands.

Question 25

Because advertising is typically directed to groups of people rather than to individuals,advertising is referred to as:

A) a non-persuasive communication.
B) a network medium.
C) a general medium.
D) non-directed communication.
E) mass communication.

Question 26

The three specialized types of business advertising are trade,professional,and retail.

Question 27

In terms of the application of the human communication process to advertising,the restaurant owner who read all of the copy in an ad for the international trade show for people in the food and drink industry would be a(n):

A) encoder.
B) medium.
C) receiver.
D) source.
E) channel.

Question 28

Which of the following statements about advertising is true?

A) Advertising is considered individual communication.
B) Advertising is just a business process.
C) Advertising has an identifiable sponsor.
D) Advertising is unstructured communication.
E) Marketing communications are just one type of advertising.

Question 29

Which of the following is the best example of a service?

A) A 2-year warranty on gym equipment
B) A how-to book on losing weight
C) Flowers for Mother's Day
D) Gift wrapping paper sold as an elementary school fund-raiser
E) A social worker's PDA that lists all clients by area of need

Question 30

Which of the following statements about advertising media is true?

A) WOM is a type of advertising media.
B) Addressable media and interactive media are synonyms.
C) The Internet is classified as a noninteractive advertising medium.
D) An advertising medium is any nonpersonal means used to present an ad to a target market.
E) WOM is a more structured type of media than most other mass media.

Question 31

The only element in the marketing strategy that does not influence the type of advertising to be used is the element of place.

Question 32

Companies that do not compete on price typically use image advertising to create a particular perception of the company or personality for the brand.

Question 33

Andy Gee operates a catering business that can prepare barbecue for 2,000 people.In a trade journal,Gee learned about a new kind of meat thermometer that was designed to operate in temperatures as high as 290 ^$\circ$ C.Gee used _____ to become familiar with this new product.

A) encoded message
B) public service message
C) mass communications
D) WOM
E) intangible services

Question 34

When Oren buys a cup of coffee to drink and when Joachim buys a newspaper to read on the train,both are acting as:

A) buying centers.
B) consumers.
C) reference groups.
D) strategic points of service.
E) opinion leaders.

Question 35

To the consumers of cosmetics,Halle Berry,who appears as a spokesperson in commercials,is a(n):

A) encoder.
B) sponsor.
C) media personality.
D) author.
E) persona.

Question 36

Advertising reaches us through a channel of communication referred to as a:

A) feedback.
B) medium.
C) public service message.
D) distribution channel.
E) noise.

Question 37

There is an ad for pretzels in a women's magazine.In terms of applying the human communication process model to advertising,the magazine serves as a(n):

A) encoder.
B) medium.
C) receiver.
D) source.
E) channel.

Question 38

Internet is an example of _____ media.

A) interactive
B) print
C) nontraditional
D) broadcasting
E) addressable

Question 39

The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop.

Question 40

In-store advertising is commonplace.A retail network operates the network of televisions prominently positioned at high-traffic locations in more than 3,000 stores \nationwide.In 2005,the company offered the store the opportunity to target Hispanic customers by offering bilingual content in stores that have the highest concentration of Spanish-speaking customers.Which of the following statements about this new tactic is FALSE?

A) The flat screen televisions are the channel.
B) The network will encode the advertising messages.
C) The store is the source.
D) The store's customers will decode the advertising messages.
E) High-traffic locations are the feedback.

Question 41

As artful imitations of life,advertising uses one or a blend of three literary forms.These are:

A) sponsor, author, persona.
B) implied, actual, and sponsorial.
C) invective, philosophy, and saga.
D) novel, epic and academic journals.
E) narrative, autobiography, and drama.

Question 42

In advertising,the receiver dimension includes:

A) encoders, decoders, and feedback.
B) implied, actual, and sponsorial consumers.
C) brand-loyal, product-loyal, and general consumers.
D) the art director, its personae, and authors.
E) feedback, perception, and behavior.

Question 43

Which of the following is an example of a source dimension for an ad for jeans?

A) The ad's slogan
B) The product itself
C) The manufacturer of the jeans
D) The dramatic message of the ad
E) Sponsorial consumers

Question 44

What is a role of advertising in marketing?

A) It includes developing products and pricing them strategically.
B) To inform, persuade, and remind groups of customers about the company's goods and services.
C) To deal directly with customers, face-to-face conveying information, giving demonstrations on high-ticket items such as real estate and furniture.
D) To make the product available through the distribution network.
E) To earn a profit for the firm by consummating the exchange of products or services with those customers who need or want them.

Question 45

_____ is the process of planning and executing the conception,pricing,distribution,and promotion of ideas,goods,and services to create exchanges that satisfy the perceived needs,wants,and objectives of individuals and organizations.

A) Management
B) Advertising
C) Communications
D) Logistics
E) Marketing

Question 46

In terms of the source dimension of advertising,the copy writer and the art director are categorized as:

A) receivers.
B) authors.
C) implied consumers.
D) sponsors.
E) personae.

Question 47

The text of each advertisement and commercial presumes an audience.In terms of the receiver dimension of advertising,this audience is:

A) persona.
B) actual consumers.
C) sponsorial consumers.
D) implied consumers.
E) creative director.

Question 48

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

A) finance
B) research and development
C) human relations management
D) marketing
E) accounting

Question 49

In the _____ advertising message,the characters act out events directly in front of an imagined empathetic audience.

A) autobiographical
B) demographic
C) narrative
D) biographical
E) drama

Question 50

In the _____ advertising message,a third-person persona tells a story about another person to an imagined audience.

A) autobiographical
B) demographic
C) narrative
D) biographical
E) drama

Question 51

Which of the following is the most likely potential target market for a manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in their matches?

A) People who enjoy Olympic wrestling
B) Pre-teen males who wish to emulate their favorite wrestlers
C) People who believe wrestling promotes violence
D) Parents who are sports enthusiasts
E) Anyone who has attended a wrestling match

Question 52

In 2005,singer Enrique Iglesias signed a multi-year deal as spokesperson for a new fragrance.Iglesias will be part of the _____ dimension in ads for the new fragrance.

A) message
B) channel
C) decoder
D) source
E) receiver

Question 53

In the receiver dimension of advertising,_____ are the people in the real world who comprise the ad's target audience.

A) personae
B) actual consumers
C) sponsorial consumers
D) implied consumers
E) creative director

Question 54

Lee did not see the ad for the aquarium that was in Wednesday's local paper because he was much more interested in an article on classic car collectibles that was right next to the ad for the aquarium.In terms of the communication process,the classic car article served as _____ for the aquarium.

A) noise
B) feedback
C) information overload
D) a source maze
E) a reception blocker

Question 55

A restaurant owner,who read all of the copy in an ad for the international trade show for people in the food and drink industry,decided to request a registration form.In the context of advertisement,this is referred to as:

A) acting as a source.
B) providing feedback.
C) creating a persona.
D) using integrated marketing communications.
E) creating a new communication channel.

Question 56

Which of the following aspect of advertising will be determined by the marketing strategy?

A) Which sales person would demonstrate the product to customers?
B) What would be the incentive per product sale?
C) Who should the target consumer be and what media should be used?
D) How to build the company's image in the eyes of the employees and stakeholders?
E) What information should be included in product specification sheets?

Question 57

A horse stable operator,who reads an ad for a worming medicine,decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertisement,this is referred to as:

A) acting as a source.
B) providing feedback.
C) creating a persona.
D) using bi-lateral marketing communications.
E) creating a new communication channel.

Question 58

In the _____ advertising message,"I" tell a story about myself to "you," the imaginary audience eavesdropping on my personal experience.

A) autobiographical
B) demographical
C) narrative
D) biographical
E) drama

Question 59

In the receiver dimension of advertising,_____ are the gatekeepers who decide whether the ad will run or not.

A) persona
B) advertising agency
C) sponsorial consumers
D) implied consumers
E) authors

Question 60

In advertising,the source dimension includes:

A) the sponsor, the author, and the persona.
B) the headline, the body copy, and the closing.
C) the implied, sponsorial, and actual decoders.
D) autobiography, narrative, and drama values assigned to the message.
E) the biography, the epic and the invective.

Question 61

An advertisement by a dishwashing liquid that invites you to visit their Web site to learn how the product is being used to help our environment is an example of:

A) awareness advertising.
B) product advertising.
C) nonproduct advertising.
D) noncommercial advertising.
E) action advertising.

Question 62

When a fast-food chain entered the Chinese market,it was at a time when childhood obesity was becoming a real problem.As a result,the chain teamed with the Chinese education system to develop nutrition classes for elementary school students featuring their mascot,a clown.The clown show was an example of _____ because it showed the fast-food chain as a company that cares about its consumers.

A) a sales promotion
B) public relations
C) noncommercial advertising
D) direct-response advertising
E) personal selling

Question 63

The advertising targeted at the pet stores to increase the sale of pet food is:

A) trade advertising.
B) professional advertising.
C) consumer advertising.
D) noncommercial advertising.
E) retail advertising.

Question 64

The advertising used by high-end car companies creates the perception that the automobile is a luxury product and is intended for the elite.Which element of its marketing strategy most likely dictates its use of image advertising?

A) Production
B) Promotion
C) Distribution
D) Price
E) Product

Question 65

The process of integrating all the messages created by an advertiser's various communication agencies and sent out by various departments within the company to achieve consistency is called:

A) integrated marketing communications.
B) integrated project management.
C) integrated accountability communications.
D) integrated business administration.
E) integrated employee communications.

Question 66

Gary Silva,senior vice president of sales of an auto parts store,says his store doesn't have a cookie-cutter layout but builds stores based on market need,with each designed independently."It would be easier if all the stores had the exact same layout,but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers," he explained.From this information,you know that his store targets both _____ markets.

A) domestic and international
B) internal and external
C) demographic and psychographic
D) business and consumer
E) non-controllable and controllable

Question 67

The thirteen-year-old teenage boy will more than likely ignore the commercial about preventing baldness because he is NOT the part of the advertiser's:

A) evoked set.
B) consideration set.
C) encoding market.
D) persona dimension.
E) target market.

Question 68

The type of advertising published in a psychiatry journal aimed at the practitioners is called:

A) trade advertising.
B) professional advertising.
C) consumer advertising.
D) noncommercial advertising.
E) retail advertising.

Question 69

In 2002,a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world.In other words,the company decided to use:

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

Question 70

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

A) Sales promotion advertising
B) Public relations advertising
C) Direct-response advertising
D) Nonproduct advertising
E) Brand advertising

Question 71

Which of the following activities refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies?

A) Personal selling
B) Publicity
C) Marcom
D) The communications process
E) Promotion

Question 72

Which of the following organizations is most likely to use PSA?

A) Save our world
B) The Home Depot
C) Purina dog chow
D) FedEx
E) State Farm insurance

Question 73

Which of the following is a major drawback to the use of personal selling?

A) Its low frequency and reach
B) Its high per-customer costs
C) Its inability to convey large amounts of information
D) Its ineffectiveness as a motivator
E) Its ineffectiveness to build brand value

Question 74

The ad for sunny Florida beaches is designed to make people want to visit Florida.It contains a Web site address and a toll-free number that can be used by people planning a vacation to Florida.This type of advertising is an example of:

A) trade advertising.
B) product advertising.
C) awareness advertising.
D) noncommercial advertising.
E) direct-response advertising.

Question 75

The two primary types of target markets are _____ markets.

A) domestic and international
B) internal and external
C) demographic and psychographic
D) business and consumer
E) non-controllable and controllable

Question 76

The brochure you receive from the ceiling fan manufacturer,the pamphlet of recipes from the producers of cranberry juice products,and the instructions that came with your new telephone system are all examples of:

A) sales gimmicks.
B) premiums.
C) sales promotions.
D) bonus goods.
E) collateral material.

Question 77

What type of advertising would an organization devoted to finding cures for catastrophic childhood diseases most likely use to raise donations?

A) Trade advertising
B) Product advertising
C) Nonproduct advertising
D) Noncommercial advertising
E) Professional advertising

Question 78

As of January 2006,a supermarket chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas.The store only advertises in those states where it has stores.The store would more than likely use _____ advertising.

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

Question 79

A growing concern about accountability,the proliferation of new media,and the increasing cost of competition has led corporate management to realize that:

A) the mass media is the most specialized media.
B) consumers are less sophisticated.
C) tremendous gaps exist between what companies say in their advertising and what they actually do.
D) there is a need to allow multiple forms of marketing communications to work in isolation in order to achieve consistency.
E) there is a high degree of coordination among all the messages created by an advertiser's various communication agencies.

Question 80

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

A) personal selling
B) direct-response advertising
C) a sales promotion
D) public relations
E) nonproduct advertising