70 test bank for advertising and integrated brand promotion 5th edition by oguinn

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70 Test Bank for Advertising and Integrated Brand Promotion 5th Edition by Oguinn

Mutiple Choice Questions

Great Outdoors, a manufacturer of camping equipment, sells several lines of tents that are very similar to each other The company does not want one line of its tents to steal market share from another line of its tents To protect against this, it must be concerned with

1 a.creating differences between the lines of tents, based on tangible, real

differences.

2 b.making sure advertising for one line of tents does not appear in the same

medium as advertising for another line.

3 c.primary demand stimulation.

4 d.effective internal positioning.

Attempts to create brand awareness or reinforce the benefits

of using a brand is

1 a.corporate advertising.

2 b.selective demand stimulation.

3 c.delayed response advertising.

4 d.primary demand stimulation.

A critic of advertising tells you that the costs of advertising are built into the costs for products, which are then passed

on to the consumer You have decided to argue the point with him Which argument should you not present?

1 a.This must be balanced against the time it would take a person if he or she had to search for information about products without advertising.

2 b.Economies of scale spread fixed costs over a large number of production units

3 c.The increased demand for products that results from advertising can lower the cost of the production of the products.

4 d.This is a misconception Often, the costs of advertising are not built into the costs for products.

Hallmark runs a commercial saying that people who receive greeting cards appreciate the cards more when they see the Hallmark name on the back This is an example of

1 a.primary demand stimulation.

2 b.direct response advertising.

3 c.attempting to add symbolic value to a product.

4 d.integrated marketing communications.

The sharing of advertising expenses between national

advertisers and local merchants is called advertising

1 a.cooperative

2 b.local

3 c.augmented

4 d.split support

Acme products markets a new line of eco-friendly household cleaning products in Southwest Florida To raise awareness and encourage trial, they buy advertising time on cable TV, place full page ads in women’s magazines, and provide

“cents off” coupons via local newspapers Each new

communication undergoes a review process to ensure that it displays the new “green” brand logo Acme is doing which

of the following:

1 a.Segmenting its target audience

2 b.Commissioning an advertising campaign

3 c.Managing the IBP process

4 d.None of these

Which one of the following communication efforts would be considered advertising?

1 a.A public service announcement urging motorcycle riders to wear helmets

2 b.A musician on a radio talk show plugging his concert tour

3 c.A politician going door-to-door urging people to vote for him

4 d.A television message from the National Milk Council urging everyone to drink milk

Public service announcements (PSAs)

1 a.are not mass-mediated.

2 b.are not paid for.

3 c.are not an attempt to persuade.

4 d.do not use copy similar to advertising.

Honda purchases a 30-second television commercial on ESPN to run in a telecast of an NCAA men's basketball

game The commercial touts the reliability of Honda and its new 100,000 mile manufacture warranty This advertising for Honda is all the following except:

1 a.paid for.

2 b.mass-mediated.

3 c.an attempt to create needs.

4 d.a communication.

Which of the following is an accurate description of

advertising?

1 a.Advertising plays a pivotal role in world commerce.

2 b.Advertising is a big part of our language and culture.

3 c.Advertising reflects the way we think about things and see ourselves.

4 d.All of these are accurate descriptions of advertising.

GM is trying to reinvent the Cadillac brand with new car

designs and a new brand story They commission an

integrated marketing communications campaign using

several media A key component of their ads is music by contemporary groups like the Teddy Bears and Melikka GM

is considered:

1 a.the client

2 b.the advertising agency.

3 c.regulatory agencies that control advertising.

4 d.the audience member who receives a message.

The model of mass-mediated communication presents the processes of message production and message reception

as

1 a.most often totally independent of each other.

2 b.most often an interaction of the two elements.

3 c.either face-to-face or through a medium.

4 d.independent of cultural influences.

When demand for goods and services is stimulated by

advertising, the economic system of the country benefits by

1 a.increased brand loyalty.

2 b.an increase in the gross domestic product.

3 c.increased inelasticity of demand.

4 d.reducing the amount of money needed to compete within a product category.

Daffy’s retail chain has stores in New York City, southern New York state and northern New Jersey and advertises only

in those locations This is an example of:

1 a.cooperative advertising.

2 b.regional advertising.

3 c.an advertising campaign.

4 d.business-to-business advertising.

You have been placed in charge of all the elements of the marketing mix for a regional brewery Which one of the

following is not one of your responsibilities?

1 a.The conception of products

2 b.The production of products

3 c.The pricing of products

4 d.The promotion of products

You have been placed in charge of all advertising for a

product that has common appeal in different cultures around the world You will most likely engage in

1 a.global advertising.

2 b.international advertising.

3 c.national advertising.

4 d.regional advertising.

Market segmentation is

1 a.breaking down a large, heterogeneous market into submarkets that are more homogeneous.

2 b.aggregating small, homogeneous submarkets into a large, homogeneous market.

3 c.creating a perceived difference in the mind of the consumer between the

advertiser's brand and competitors' brands.

4 d.identifying a competitive niche the brand will occupy.

When an advertiser seeks to create demand for a product category in general, this is known as

1 a.selective demand stimulation.

2 b.primary demand stimulation.

3 c.latent demand stimulation.

4 d.elastic demand stimulation.

In 2000, Volkswagen spent about $551 million per year in advertising Volkswagen sales were around $15.7 billion Volkswagen's advertising spending as a percentage of sales was approximately 3.4 percent General Motors spent about

$3.9 billion in advertising over the same period of time GM's sales were around $136 billion GM's advertising spending

as a percentage of sales was approximately 2.8 percent According to the book, this information supports the

argument that

1 a.it is difficult to identify a predictable relationship between advertising and sales.

2 b.the cost of advertising results in higher prices for consumers.

3 c.advertising does not stimulate competition.

4 d.advertising does not ultimately benefit the economy as a whole.

A series of coordinated messages and promotional efforts that communicate a cohesive and integrated brand theme is known as

1 a.an advertisement

2 b.an advertising campaign

3 c.integrated brand promotion

4 d.accommodation and negotiation

A small private college situated in a rural geographic setting,

a research lab at a bio-tech company and an attorney could all be considered:

1 a.too diverse to be audiences for advertising.

2 b.not aligned, therefore not efficient.

3 c.appropriate audiences for an advertising campaign.

4 d.too complex to be reached by pure advertising.

As president of a successful advertising agency, you have been asked by a potential client to tell her about the roles advertising can play for her business Which one of the

following should you not tell the potential client?

1 a.Advertising has the greatest reach and creative power of any available

promotional tool.

2 b.Advertising can contribute to economies of scale.

3 c.Effective advertising can create inelasticity of demand.

4 d.Effective advertising can make up for an ineffective marketing mix to generate sales.

An incumbent senator appears on television, saying that she should be re-elected because she has brought jobs to the state Obviously, this effort is mass mediated and is an

attempt to persuade For it to be considered advertising, which other condition must be met?

1 a.The claim must be regulated by the Federal Communications Commission.

2 b.The airtime must be paid for.

3 c.It must be a public service announcement.

4 d.The other candidates' opinions must be presented.

Lowering the cost of each item produced because of high-volume production brought on by demand stimulation is

1 a.brand loyalty.

2 b.inelasticity of demand.

3 c.economies of scale.

4 d.economies of sales.

Which of the following is NOT an element of the marketing mix?

1 a.Product

2 b.Price

3 c.People

4 d.Distribution

Titleist, the manufacturer of golf balls, runs a commercial featuring professional golfer John Daly A group of people watching the commercial at a country club all interpret the commercial in a similar manner When members of an

audience share a similar interpretation of an advertisement like this, it is most likely the result of

1 a.the content of the commercial.

2 b.the choice of spokesperson.

3 c.the similar background and social standing of the audience.

4 d.the characteristics of the product being advertised.

For a communication to be classified as advertising, which

of the following essential criteria must be met?

1 a.The communication must be paid for.

2 b.The communication must be delivered to the audience by mass media.

3 c.The communication must be attempting to persuade.

4 d.All of these are true.

You are product manager for a company that manufactures copy machines for offices Therefore, you will most likely

1 a.ignore not-for-profit businesses.

2 b.use consumer advertising to reach as many people as possible.

3 c.eliminate government organizations as a potential target market.

4 d.use both personal selling and advertising.

CampusTown Foods, a local grocery store, has decided to run a series of advertisements For this to be considered an advertising campaign, which one of the following conditions must be met?

1 a.The advertisements must communicate a cohesive and integrated idea or theme.

2 b.The advertisements must appear over an extended period of time.

3 c.The advertisements must appear in multiple media.

4 d.The advertisements must focus on store products rather than store services.

Advertising that is designed to generate demand for a

particular company's brand is known as

1 a.corporate advertising

2 b.selective demand stimulation

3 c.direct response advertising

4 d.primary demand stimulation

When advertising acts to encourage and maintain brand loyalty it supports successful price increases Economists call this:

1 a.inelasticity of demand

2 b.selective demand stimulation

3 c.direct response advertising

4 d.primary demand stimulation

In the model of mass-mediated communication presented in the text, the processes of production and reception are

considered partially independent because

1 a.the producers of the message cannot control the reception of content.

2 b.the producers of the message cannot control the interpretation of content.

3 c.audience members can interpret advertising any way they want.

4 d.all of these.

You have been asked to analyze advertising industry

expenditures by target market You want to start with the market that is most often targeted by advertisers You begin

by looking at

1 a.household consumers.

2 b.government employees.

3 c.professionals.

4 d.members of trade channels.

Integrated Brand Promotion

1 a.is only important for national advertising campaigns.

2 b.pertains only to campaigns involving three or more media options.

3 c.uses various promotional tools, including advertising, in a coordinated manner to build and maintain brand preference and loyalty.

4 d.Is regulated on a federal level by the Federal Trade Commission (FTC).

is the process of creating a perceived difference

between an organization's brand and the competition's

1 a.Differentiation

2 b.Positioning

3 c.An external position

4 d.An internal position

In targeting professionals (such as doctors, lawyers, and teachers) with advertising, the advertiser must be aware that

1 a.the language and images used in the advertising for this audience often rely on esoteric terminology.

2 b.the advertising is best placed in general interest magazines such as Time.

3 c.members of this audience have broad, generalized needs.

4 d.there are only common circumstances that members of the audience recognize.

In the language of advertising, a particular group of

consumers singled out for an advertisement is(are)

1 a.household consumers.

2 b.a trade channel.

3 c.a target audience.

4 d.professionals and business organizations.

According to the model of mass-mediated communication, which of the following statements is not true?

1 a.Advertising content is the product of interacting institutions.

2 b.Advertising content is, in part, a function of the conventions, rules, and

regulations of the media being used.

3 c.Advertising content is, in part, a function of the advertiser's expectations of its audience.

4 d.all of these

FireFighters is a company that manufactures smoke

detectors It runs a newspaper advertisement that reminds people of the need to have a smoke detector on every floor

of their house In the advertisement, the company also asks people to think about this the next time they're in the smoke detector section of a hardware store According to the

information provided here, this is an example of

1 a.direct response advertising.

2 b.private label advertising.

3 c.primary demand stimulation.

4 d.selective demand stimulation.

You and your best friend watch the same television

commercial together You think that the spokesperson in the

ad is quite humorous Your friend thinks that the

spokesperson is just plain stupid This is an example of

1 a.the result of differing content upon viewers.

2 b.the creation of different meanings based on social and cultural context.

3 c.an ad that cannot be effective.

4 d.one person not exercising intent of interpretation.

True - False Questions

Household consumers are the most conspicuous audience

in that most mass media advertising is directed at them

1 True

2 False

Will Smith, the actor, appears on the Late Show With David Letterman to promote his newest action-adventure movie This is not an example of a successful use of advertising

1 True

2 False

For advertising strategies to be effective, they must work within the confines of the overall marketing strategy

1 True

2 False

Motorola's worldwide advertising campaign for cell phones

is an attempt to provide a common theme and presentation

in all markets including consumers in North America,

Europe, Asia, Africa, Australia and South America This is an example of a global advertising campaign

1 True

2 False

IBP is the use of many tools, including advertising, in a

coordinated manner to build and maintain brand awareness, identity, and preference

1 True

2 False

To be effective, brand differentiation must be based on

tangible as well as intangible differences between brands

1 True

2 False