Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Are 136 MT 1
| Question | Answer |
|---|---|
| Based on the criteria that defines advertising, which of the following examples would be considered as advertising? | A car manufacturer stating the efficiency of its product to motivate customers to make a purchase |
| The reality of today’s promotions, beyond all else, centers around a strong emphasis on the | brand |
| Product differentiation is the process of | creating a perceived difference between the brand of one firm and the brand of a competitor. |
| Which of the following is a major factor that gave rise to advertising? | The industrial revolution |
| Ads in the 1920s showed slices of life in a way that depicted: | how consumers should have a good time |
| Vertical cooperative advertising is usually legal, except when | advertising allowances are given in the form of hidden price concessions. |
| Ethan owns a Redwood Bicycle, a brand of high-tech bicycles well known among bike enthusiasts. He is admired among his friends at UC Davis for owning a Redwood Bicycle. This scenario demonstrates the concept of ________ . | cultural capital |
| Developmental research looks at consumers’ identities, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent. This type of ad research is also called: | consumer insight |
| Both advertising and promotion are used to build brands. For which of the two is it easier to measure effects that estimate contribution to sales, and why? | Promotion, because responses can be better identified and tracked |
| In theory, of the major options for advertising objectives, ______asks the least of consumers and _______demands the most of consumers | brand awareness; brand switching |
| Combining sales objectives with communications objectives | is a good way to develop an advertising campaign. |
| 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 receive a free sample. This is an example of ____________ . | direct response advertising |
| A marketer has been given the task of monitoring all the elements of the marketing mix for a large California winery. He has many responsibilities, but one aspect that he is not concerned with is the ____ of the winery’s product | Production |
| Of the three entities regulating the advertising landscape, which one is the most effective? | Consumers |
| An established cereal manufacturer is being investigated by the FTC for claims that its oatmeal can prevent heart disease. if the claims are found to be false, the firm may receive the FTC’s most severe penalty, which involves: | ordering corrective advertising |
| The _______outlines the responsibilities and social impact advertising can have and promotes high ethical standards of honesty and decency for the industry. | 4As Creative Cod |
| What is the most fundamental ethical issue in advertising? | Deception, particularly false or misleading statements |
| The purpose behind all efforts at market segmentation is to identify the | consumers with common characteristics that will respond similarly to an advertising message. |
| Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars? | share-of-voice approach |
| In an advertising plan, the ____ is the section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor | situation analysis |
| An advantage offered by secondary data from government sources is that the information is | available even to small businesses with no research budget. |
| During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ________ markets. | target |
| The selection of key themes or concepts that the organization will feature when communicating with customers about their brand is known as | positioning strategy |
| What is the basic premise behind a recall test? | For an ad to work, it has to be remembered. |
| Managers use SWOT analyses to: | assess their companies’ internal and external environments |
| According to the BCG growth-share matrix, _____ are strategic business units with products that have a high market share in a high-growth market. | stars |
| Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase? | conducting an internal search for information |
| A top-of-mind brand is: | the brand that comes to mind in a product category when asked to name the first brand one can think of |
| What does the objectives section of an advertising plan do? | identifies concrete goals |
| Brands that meet consumers' initial buying criteria are called the ________ set. | consideration |
| Integrated brand promotion (IBP) is | the coordination of a number of promotional tools to create widespread brand exposure. |
| The model of advertising discussed assumes that with an increase in advertising expenditure, the demand function ________. | increases first at an increasing rate, then at a decreasing rate |
| RomTech, a cell phone case 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 . | selective demand stimulation |
| Which of the following modes of consumer decision making involves low involvement and low experience? | Limited problem solving |
| A young mother consistently buys Oreos for a special treat, which her kids love. However, every now and then, she buys Salerno Butter Cookies or Keebler Animal Crackers, for a change in taste. Which mode of consumer decision making does this demonstrate? | Variety seeking |
| The research that best allows to identify a causal relationship is ________ research. | experimental |
| The ________ market is the set of consumers with an adequate interest, income, and access to a particular offer. | available |
| A ________ is a gathering of 6 to 10 people carefully selected by researchers and brought together to discuss various topics of interest at length. | focus group |
| A company wants to study the impact of increases in advertising expenditure on sales and sales revenue. This is an example of ________ research. | causal |
| Why must researchers avoid generalizing from focus group participants to the whole market? | The size of the group is small and the sample may not be drawn randomly. |
| The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age. When the team chose to focus on just-graduated-20-somethings, it was | targeting. |
| Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population? | questionnaire research |
| Originally, one reason that the iPhone outsold other smartphones was the feeling of pride many consumers associated with owning one. This represents | an emotional benefit. |
| While deciding on what brand of cell phone he should buy, Mark, a university student, asks his friend for suggestions on different models of cell phones. His friend immediately says that the iphone and Nexus 5x are good options. This is an example of . | an evoked set |
| While searching for a phone with bluetooth and Wi-Fi features, Kate finds seven different advertisements stating that their phones have the best features when compared to others. Kate is now confused about which to choose. This is an example of_______. | advertising clutter |
| After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the one she purchased because the iphone is more popular and elegant. This is an example of . | cognitive dissonance |
| The position for any one market segment should | be easily communicated to consumers |
| The original plan to sell new products to the female market | fit all the criteria of an STP effort by Gillette. |
| According to the information provided here, Gillette has identified market segments along _______ lines. | demographic |
| It appears that the management at Gillette has performed the fundamental task behind effective segmentation. Gillette has matched what members of different segments want with | the company's ability to provide it. |
| Advertisers include business organizations, but exclude not-for-profit organizations. | False |
| In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began | True |
| Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative ads | False |
| The Dorfman-Steiner condition states that advertising makes demand more inelastic. | False |
| Primary demand stimulation impacts only on those products that advertise. | False |
| Experience and involvement are both low in the extended problem solving decision making mode. | False |
| Prospect Theory predicts that goods are valued more before they are owned or partially adapted. | False |
| Setting a default option and allowing consumers to opt out at a certain deadline takes advantage of Present bias and time inconsistent preferences | True |
| The Household production function could be interpreted as consumers deriving utility from creating their own identity via consuming products and brands they identify with | True |
| Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite social shifts and technological advances, a culture’s views on what is acceptable and unacceptable never change | False |
| The underlying role and purpose of advertising and promotion has changed drastically and will continue to change. | False |
| Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense. | False |
| Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity. | False |
| Demographic segmentation is used in selecting target segments by focusing on consumers’ descriptors such as their values, beliefs, philosophies, and opinions. | False |
| A brand’s value proposition is a statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefit | True |
| Consumer preferences and new technologies are reshaping the communication environment. | True |
| An advertisement for a peanut butter product of one firm that compares itself to the peanut butter product of another firm would be considered illegal because it mentions brand-name goods produced by another firm. | False |
| A communication test simply explores whether the people “get” the ad—whether they understand the main point, get the joke, or see the connection | True |
| Advertisers promote brand recall through repetition and memory aids | True |
| When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market | True |
| One way to obtain information about marketing and advertising is to purchase data from commercial services such as Current Population Survey | False |
| Internal company data such as customer service reports and customer complaints are considered sources of primary data | False |
| The initial section of the ad plan should be a budgeting section that directly states what it will cost to implement this plan | False |
| Ethnocentrism is the tendency to view and value things from the perspective of another individual’s culture. | False |
| Well-stated objectives in an advertising plan work best when they set a benchmark, specify a measurement method, and define a time frame. | True |
| Integrated brand promotion (IBP) can be defined as: | the coordination of a number of promotional tools to create widespread brand exposure. |
| The reality of today’s marketing, despite rapid change, centers around a strong emphasis on the | brand |
| Product differentiation is the process of | creating a perceived difference between the brand of one firm and the brand of a competitor. |
| By the late 1800s, manufacturers were developing brand names. This helped them | charge higher prices for their products. |
| Social media presence and blogging means advertisers have more control over content. | False |
| Pay for results, a payment scheme emerging in the advertising industry emphases the need for marketing research | True |
| Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative and sometimes deceiving ad | False |
| Which of the following best describes primary demand? | It is the demand for an entire product category. |
| Although the courts and the FTC have been quite specific about defining many other practices, the definition of _______ has always been relatively vague. | unfair advertising |
| If firms decide to use comparison advertisements, they: | may be required by the FTC to substantiate their claims. |
| Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against? | Emotional appeals |
| Proponents of advertising claim that advertising addresses a wide variety of basic human needs and wants. | True |
| Advertisers of “controversial products” are in danger of deceiving the public when they attempt to show social responsibility, such as beer companies spending millions a year promoting responsible drinking. | False |
| It is possible to make a reasonable argument that advertising is actually quite good for the American society, and for other cultures around the world. | True |
| We explored the concept of consumer behavior from two perspectives. These two perspectives are ________. | psychological and socio-cultural. |
| ________can tap into information that has accumulated in one's memory as a result of repeated advertising exposure. | An internal search |
| A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is | conducting an external search |
| Which of the following is a difference between brand loyalty and a habit? | Habit involves low involvement, whereas brand loyalty involves high involvement. |
| Advertising has never been able to point out or activate a need state, but it has been able to provide information on how to alleviate the discomfort of an existing unfulfilled need. | False |
| Shortly after Juan bought a truck, he began to doubt his decision and questioned himself on whether the other trucks were better deals. He started wondering if he made the right purchase. The process Juan is experiencing is called an internal search. | False |
| While grocery shopping, Kate picks up the "Krispys" cereal instead of the usual cereal that she buys every day. This is an example of variety seeking. | True |
| What does T stand for in the term STP marketing? | Target |
| What is a downside to adopting a heavy-user-focused segmentation plan? | Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand. |
| What is the first step in STP marketing? | Segmenting |
| Which tool has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation? | PRIZM |
| When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market. | True |
| Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses. | False |
| Any meaningful positioning strategy needs to include several broad elements in its message— including attention getting, variety, flexibility, and complexity. | False |
Created by:
codymaples