Question 1

The _____ are the gatekeepers who decide if the ad will run or not.

Accepted Answer

When we move outside the text of the ad the first audience is, in fact, a group of decision makers at the sponsor or advertiser. These sponsorial consumers are the gatekeepers who decide if the ad will run or not.

Question 2

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

Accepted Answer

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

Question 3

The hundreds of other commercial and noncommercial messages a sponsor's advertising message must compete with every day is known as _____.

Accepted Answer

A sponsor's advertising message must compete with hundreds of other commercial and noncommercial messages every day. This is referred to as noise.

Question 4

A restaurant owner, who, in a magazine, came across an ad for an international trade show for people in the hospitality business, decided to request for further information on the show together with a registration form. In the context of advertising, this is a form of _____.

Accepted Answer

In advertising, feedback can take many forms: redeemed coupons, Web site visits, phone inquiries, visits to a store, requests for more information, increased sales, responses to a survey, or e-mail inquiries.

Question 5

The _____, who are addressed by the ad's spokesperson, are not real.

Accepted Answer

The receivers of advertising are also multidimensional. Within the text, every ad or commercial presumes an audience. These implied consumers, who are addressed by the ad's persona, are not real.

Question 6

A firm's advertising is always aimed at a particular segment of the population referred to as the _____.

Accepted Answer

A firm's marketing activities are always aimed at a particular segment of the population-its target market. Likewise, advertising is aimed at a particular group called the target audience.

Question 7

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

Accepted Answer

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

Question 8

According to the integration triangle, which of the following are "say" messages ?

Accepted Answer

Planned messages are "say" messages-what companies say about themselves.

Question 9

In _____, a third-person persona tells a story about others to an imagined audience.

Accepted Answer

Ads use narrative messages in which a third-person persona tells a story about others to an imagined audience.

Question 10

According to the integration triangle, which of the following are "do" messages?

Accepted Answer

Product and service messages are "do" messages because they represent what a company does.

Question 11

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

Accepted Answer

Of all the business functions, marketing is the only one whose primary role is to bring in revenue.

Question 12

A horse stable operator comes across an ad for a worming medicine in the local newspaper. He 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 advertising, this is a form of _____.

Accepted Answer

In advertising, feedback can take many forms: redeemed coupons, Web site visits, phone inquiries, visits to a store, requests for more information, increased sales, responses to a survey, or e-mail inquiries.

Question 13

Which of the following refer to traditional promotional messages?

Accepted Answer

Planned messages are traditional promotional messages-advertising, sales promotion, personal selling, merchandising materials, publicity releases, event sponsorships.

Question 14

According to the integration triangle, which of the following are "confirm" messages?

Accepted Answer

Unplanned messages are "confirm" messages because that's what others say and confirm (or not) about what the company says and does.

Question 15

The company that is advertising a product or idea is known as the _____.

Accepted Answer

The company that is advertising a product or idea is the sponsor.

Question 16

_____ messages often have the least impact because they are seen as self-serving.

Accepted Answer

Planned messages often have the least impact because they are seen as self-serving.

Question 17

A bargain barn in the suburbs of Philadelphia placed an ad in the local newspaper to attract consumers with heavy discounts over the Thanksgiving weekend. But, most people missed the ad owing to a spate of promotional ads placed by a newly-opened pizzeria in the same locality. The ads of the pizzeria were colorful and attractive which distracted many potential consumers of the bargain barn. Consequently, there was much less footfall over the Thanksgiving weekend in the bargain barn than expected. The ads of the local pizzeria served as _____ for the bargain barn.

Accepted Answer

Advertising messages must compete with hundreds of other commercial and noncommercial messages every day. This is referred to as noise.

Question 18

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

Accepted Answer

Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media.

Question 19

A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n) _____.

Accepted Answer

A persona is a character created to represent a brand or product and communicate the brand's message. They help give the ad a distinct voice or tone and make the advertisement more relatable and memorable for the target audience.

Question 20

_____ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Accepted Answer

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Quiz 1: Advertising and IMC Today