91 test bank for advertising and integrated brand promotion 7th by OGuinn

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91 Test Bank for Advertising and Integrated Brand Promotion 7th by OGuinn

True - False Questions

Delayed response advertising relies on imagery and message themes that emphasize the benefits and satisfying characteristics

1 True

2 False

A television commercial showing the effects of smoking displays afresh apple and another that has decayed The ad states,

"Smoking kills." The commercial was paid for by a medical

company This is an example of a public service announcement

Advertising is only one area of the marketing mix, and it

represents only one of the many different integrated brand

promotion tools used in the marketing mix

Consumers’ perceptions can be based on tangible differences or

on image and style factors

1 True

2 False

An advertisement refers to a specific message that an

organization has created to persuade an audience

1 True

2 False

Government officials are the most conspicuous audience category

in that most mass media advertising is directed at them

1 True

2 False

A firm that manufactures a device that alleviates sleep apnea, produces a television commercial that delivers facts about the

product Therefore, the objective of the ad is not to persuade the customer because the ad is purely informational

1 True

2 False

Integrated marketing communication lays emphasis on

communication, and not on the brand

1 True

2 False

Harry's World is a department store that operates in three

different states in the country of Rhodia Harry's World advertises

its stores only in these three states This is an example of

1 True

2 False

A producer of educational materials wants to deliver an

advertising message to an audience of teachers and principals Inthis scenario, personal selling would be the best option because this tool is appropriate for large groups of people

1 True

2 False

A target audience is a particular group of consumers singled out

by an organization for an advertising or IBP campaign

an example of international advertising

1 True

2 False

The marketing mix involves four areas of responsibility—

conceiving, pricing, promoting, and distributing—involved in the promotion of goods, services, or ideas

1 True

2 False

Orange Inc., a cell phone manufacturer, has launched promotions

of its new product in local newspapers, billboards, and the

company's website, and has distributed flyers in local universities.This is an example of an integrated brand promotion

Cuddles, a baby's retail clothing brand, uses the softest cotton wool that enables its products to stand out from those of its competitors Cuddles has used external positioning to stand out over its competitors

Multiple Choice Questions

When national companies and local merchants share advertising expenses, they are taking part in

1 a “OhhSooGood" by Yummy's, a biscuit company

2 b “The quick fix stick" by Quicks, a glue manufacturer

3 c "Fizzy! Bubble! Guzzle!" by Fizzy Pop, a soft drink company

4 d “Think creatively" by Helix phones

CarlBerrys, a department store, has launched a series of

advertisements inviting people to do their holiday shopping at their store This is an example of

advertising campaign, Nature Fresh's ads must:

1 a focus on store products rather than store services.

2 b target a mass audience.

3 c appear in print media.

4 d be unpaid communication.

KidsCause, a metropolitan outreach organization that collects anddonates toys for needy children, buys airtime on WXXY (a local

TV station) to promote its annual toy collection Amazing Ads, a local ad agency, shoots the video and produces a 30-second commercial and Downtown Deli donates sandwiches for

volunteers on the days that KidsCause collects, wraps, and

distributes toys In this promotional effort, who is the client?

1 a Amazing Ads

2 b Downtown Deli

3 c WXXY

4 d KidsCause

Public service announcements (PSAs):

1 a are a type of advertising that are run by nonprofit organizations.

2 b are commercial they way that ads are.

3 c attempt only persuade and not to inform.

4 d are not paid for like an ad.

"Make love, not war" stated at the end of a radio station broadcast

is an example of:

1 a a mobile advertisement.

2 b influencer marketing.

3 c personal selling.

4 d a public service announcement.

Radical, a men's deodorant brand, displays its product in

advertisements as being worn by men who are attractive and popular This is an example of

1 a symbolic value

2 b direct response advertising

3 c selective demand stimulation

4 d internal positioning

Based on the criteria that defines advertising, which of the

following examples would be considered as advertising?

1 a A candidate for city council going door-to-door urging people to vote for her

2 b A car manufacturer stating the efficiency of its product to motivate

customers to make a purchase

3 c A public service announcement about the dangers of talking on the phone while driving

4 d An actor being interviewed on television about his campaign to aid people with physical disabilities

Which of the following is true of integrated brand promotion

(IBP)?

1 a It is a simple process.

2 b It uses promotional tools that do not need to be evaluated.

3 c It prevents the exposure of a brand.

4 d It allow marketers to reach target customers in different ways.

If Caltec Corp., a computer manufacturer, increased the number

of computers produced to twice the amount it used to, the

economies of scale would:

1 a lower the fixed cost per unit.

2 b increase the fixed cost per unit.

3 c increase the variable costs.

4 d lower the defect rate of products.

Samsonic is the leading manufacturer of televisions in the world

It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country This

1 a Price

2 b Communication

3 c Convenience

4 d Process

Which of the following is an example of international advertising?

1 a Crispy Cracks promoting their new line of cracker at the Olympics

2 b Flextronic advertising its flat-screen TVs in different states of a country

3 c Radicle creating different versions of its new detergent ad for various countries

4 d Unicorn featuring its “unicorn” logo on gear worn by tennis players

The mixing of various promotional tools is known as

1 a integrated marketing communications

metropolitan area In order for her message to be considered as

an advertisement, which of the following conditions should be met?

1 a The message must be noncommercial.

2 b There must be a public service announcement included.

3 c The airtime must be paid for.

4 d The message must involve the promotion of a product.

CoolNature, a manufacturer of mineral water, has recently

launched its product in the market It starts a rigorous advertising campaign to highlight the benefits of its product This is an

example of

1 a selective demand stimulation

2 b economies of scale

3 c market segmentation

4 d primary demand stimulation

Market segmentation is the process of:

1 a creating advertising strategies to reach out to a wide consumer base.

2 b creating a new product line that is relatively different from the firm's existing product line.

3 c breaking down a large widely varied market into more similar

Effective internal positioning is accomplished by:

1 a distributing products to a market that is wider than those of one's

4 d developing vastly different products within the firm's product line.

Which of the following is true regarding advertising?

1 a Advertising is a external to the social interaction process.

2 b Advertising is solely responsible for the increase of product sales.

3 c Advertising plays a pivotal role in world commerce.

4 d Advertising is a simple communication process.

attempts to develop brand awareness and preference over time,

as well as emphasize the benefits of using that brand

1 a Delayed response advertising

1 a economies of scale

2 b social meaning

3 c internal positioning

4 d low brand equity

Integrated brand promotion (IBP) can be defined as:

1 a the collaboration of two or more brands within a single advertisement with the intent of sharing costs.

2 b the coordination of a number of promotional tools to create widespread brand exposure.

3 c a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms.

4 d a unique concept seen mainly in local advertising campaigns.

The promotional tool used most often to communicate with

members of a trade channel is personal selling Which of the following is a reason behind this?

1 a Personal selling is the most inexpensive form of communication.

2 b Members of trade channels are the most conspicuous audience.

3 c Members of trade channels are the target audience for producers of only household products.

4 d The target audience represents a relatively small, easily identifiable group.

YouStock, an online broker, pays for a 60-second television

commercial to be telecast during the Football World Cup The commercial promotes the reliability of YouStock’s advice,

expertise, and personal attention in assisting online customers with stock portfolio creation and management The spot created

by YouStock is:

1 a a public service announcement.

2 b a point-of-purchase advertisement.

3 c representative of personal selling.

4 d an advertisement promoting a service.

The customers of TimeZone watches have high brand loyalty andalthough the watches are priced at high rates, TimeZone's

customers are willing to pay the market price of the product This

Which of the following is true of inelasticity of demand?

1 a The supply of the product is greater than its demand.

2 b Consumers are less sensitive to price increases.

3 c Customers have low brand loyalty.

4 d It leads firms to decrease profit margins.

Brad and his wife, Carla are watching a commercial that they’ve never seen before Brad thinks that the ad is humorous However,Carla finds the ad monotonous and uninteresting This example illustrates that:

1 a ads are interpreted differently based on a person's experiences and beliefs.

2 b what a message means to any given consumer is a function an isolated solitary thinker.

3 c the ad is communicated effectively to its target audience.

4 d the ad contains the same meaning for all audience members.

A brand of soup is perceived by consumers as a “good deal,” one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few cans In this example, the soup is considered to have:

1 a low brand loyalty.

2 b elasticity of demand.

3 c economies of scale.

4 d value.

A particular group of consumers that is singled out by an

organization for its advertising or integrated brand promotion campaign is called:

1 a The communication must be noncommercial.

2 b It must be a mass-mediated attempt to persuade.

3 c The message conveyed must be short.

4 d It must involve face-to-face communication.

Which of the following is considered as a member of a trade

channel?

1 a Wholesalers

2 b Household consumers

RomTech, a cell phone 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

1 a selective demand stimulation

2 b economies of scale

3 c inelasticity of demand

4 d direct response advertising

Which of the following is a difference between IBP and IMC?

1 a IBP ignores the importance of communication whereas IMC does not.

2 b IBP focuses more on the need for coordinated and synergistic

messages.

3 c IMC emphasizes the brand, whereas IBP does not.

4 d IBP goes beyond the parameters of IMC.

is the measure of the total value of goods and services produced within an economic system

1 a Gross domestic product

2 b Residual income

3 c Net present value

4 d Gross domestic income

The two major components of the mass-mediated communicationmodel are:

1 a primary demand and selective demand.

2 b advertiser and consumer.

3 c internal position and external position.

4 d production and reception.

is the process of creating a perceived distinction between an organization's brand and a competitor's brand

1 a Market analysis

2 b Co-op advertising

3 c Market segmentation

4 d Differentiation

Which of the following would be considered as a trade journal?

1 a A publication written for health professionals

2 b An e-zine for emerging writers to publish their work

3 c A magazine for fitness enthusiasts

4 d A newspaper carrying news articles about a particular city

In the model of mass-mediated communication, the:

1 a producers of the message control the reception of the content.

2 b producers of the message control the interpretation of the content.

3 c consumers interpret ads in a way that makes sense to them individually and serves their needs.

4 d receiver's interpretations are invariably compatible with what the

producer intended to convey.

is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular

WoodChuck Inc., a furniture retailer, establishes itself in the

North-east state of Largonia and has spread to many other states within the country It has conducted promotional activities in all of these states to create awareness among the public about its

products This is an example of advertising

1 a local and regional television commercials.

2 b point-of-purchase advertising and influencer marketing.

3 c direct mails, catalogs, personal selling, and Web ads.

4 d event sponsorships.

A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper These

newspaper ads are forms of advertising

1 a local

2 b trade

3 c regional

4 d national

HireUp Inc., a recruitment agency, has launched a series of

advertisements about its capabilities in effectively managing firms’

labor forces Which of the following audience categories is HireUpmost likely targeting?

students watching the ad in a fraternity house interprets the

commercial in roughly the same way Which of the following is a reason why audience members share a similar interpretation of the ad?

1 a The backgrounds and value systems of audience members are similar.

2 b The interpretation of an ad is a function of an isolated solitary thinker.

3 c Ads contain a single meaning for all members of a target audience.

4 d Communication is inherently an individual process and not a social process.

Which of the following is a similarity between the market

strategies, positioning and differentiation?

1 a Both involve standardizing and regularizing products.

2 b Both depend on a perceived image of tangible or intangible features.

3 c Both involve marketing products in a way that make them seem similar to competitors' products.

4 d Both involve targeting a small market segment.

In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts?

1 a Awareness, identity, and preference

2 b Attention, curiosity, and response

3 c Demand, value, and interaction

4 d Information, message, and communication