Deck 11: Advertising Messages and Marketing Communications

Question 1

Advertising goals fall into one of three camps: cognition, affect, or action.

Answer 1

False

Question 2

An ad message needs to be simple, and so it is best to focus on achieving multiple goals.

Answer 2

False

Question 3

In advertising, a company expresses its brand positioning by emphasizing a feature or benefit that makes it seem better than any other options.

Answer 3

True

Question 4

At brand maturity, ad campaigns are developed to enhance a target segment's positive attitudes about the brand.

Question 5

In a cognitive ad, a cognitive or rational appeal engages the consumer's brain.

Question 6

Any marketing decision must begin with a clear understanding of what needs to be achieved.

Question 7

Integrated Marketing Communications (IMC) means advertising in many forms, including public relations, direct marketing, TV, and magazines.

Question 8

AIDA stands for Attention, Interest, Desire, Action.

Question 9

A marketing research project probably cannot measure the pre- and post-advertising attitudes in the relevant target segment to see if they have improved.

Question 10

Advertising is important because it facilitates customer awareness by providing information about the brands to the target customers.

Question 11

A non-comparative ad focuses on a single brand's features, attributes, and image portrayal.

Question 12

ABC Company is creating an advertisement to announce its new service.It follows the typical advertising process in which the source sends out a certain message, which is transmitted and then encoded.

Question 13

Many people think of television commercials when they think of advertising.

Question 14

Advertising Agency's promotional materials include a statement indicating that advertising is the primary means by which a company communicates to its customers about its products, brands, and position in the marketplace.Advertising Agency's statement is accurate.

Question 15

Brian, a racing fan, sees an ad for a new movie, Fast and Furious 10.The movie shows fast cars and racing.This puts a positive image in his mind.The ad also says the movie is coming out this month.He considers going to see the movie.This is an example of advertising success.

Question 16

Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn't expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace.Bill's assessment of advertising is correct.

Question 17

Advertising effects might not appear immediately because they are cumulative and therefore difficult to attribute to a single ad campaign.

Question 18

Brand X is a type of carbonated beverage.Brand X's ad mentions both its fresh taste and its high sugar content, which can be bad for your teeth.This is an example of a one-sided argument.

Question 19

Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand reputation.

Question 20

The goal of advertising is to get the customers' "heads, hearts, and pocketbooks."

Question 21

The following formula is how marketers hope ads will affect consumers: to purchase.

Question 22

DAR scores are important to justify advertising costs.

Question 23

StopSigns Co.specializes in making durable, weather-proof signs for local communities.In a non-comparative ad designed by the company's marketing department, the StopSigns brand name should be mentioned and its market positioning with respect to other firms in the industry should be referenced.

Question 24

Testimonials by regular people can convey credibility because they are like us, the target audience of regular people.

Question 25

Concept testing involves a focus group of eight to 10 consumers in the target segment who are shown an early version of the ad using illustrative props to explain the ad's basic idea.

Question 26

Even though subliminal messages are effective, they have been banned because they are unethical.

Question 27

Attitude-to-the-ad (A_ad) is the attitude that is measured when looking at making strong positive brand attitudes.

Question 28

An ad that has a feel-good portrayal is an image ad.

Question 29

The success of the more effective goals (image, preference) is tested with numerous measures of attitudes and behavioral intentions.

Question 30

Source credibility refers to a consumer interpreting a message as the most important piece of information, but the consumer also processes the source's credibility as a cue to the validity of that message.

Question 31

An important potential problem with humorous ads is that people remember the joke, but they do not necessarily remember the brand being advertised.

Question 32

Company X is trying to increase awareness and positive attitudes about a new brand.Company X should use a humorous ad instead of a non-comparative ad.

Question 33

An advertisement that induces enough fear to be creepy or horrifying is very effective because consumers remember the product.

Question 34

"Hey! I heard that's a really good movie.Let's go see it tonight," Kyle suggested."Where did you hear that?" Marta asked.Kyle thought for a second and shrugged."I don't remember, but it's supposed to be good." This is an example of the sleeper effect.

Question 35

A hotel has the following conditional probabilities of customers in the marketplace:
Awareness 25%, Attitude 80%, Trial 100%, Repeat 75%
To optimize business success via advertising, the hotel should spend more money on advertising and choose media that reaches more broadly.

Question 36

Ad copy testing is usually conducted via surveys.

Question 37

As a product matures, its appeals are likely to be less image-based.

Question 38

When an ad for Kroger toothpaste mentions Crest toothpaste, it is using comparative advertising.

Question 39

Billboard advertising often employs dramatization, a narrative, or a slice-of-life vignette to communicate with consumers.

Question 40

If a celebrity behaves badly, the brand he or she has been endorsing could be affected by the celebrity's new, bad associations.

Question 41

When a marketer looks for his ads to have a holistic nature that is consistent across all media choices, he is using

A) Comprehensive Marketing Communications.
B) Full Marketing Approach.
C) Integrated Marketing Communications.
D) Complete Marketing Solutions.

Question 42

When a brand is growing, what should an ad campaign do?

A) develop the positivity of the attitudes toward the brand
B) inform the consumer about the brand
C) pull it from the market
D) remind consumers, "Hey, we are still here!"

Question 43

SnowBlowers, Inc.expresses the benefits of using its snowblowers.What type of argument is SnowBlowers, Inc.using?

A) two-sided argument
B) one-sided argument
C) four-sided argument
D) three-sided argument

Question 44

A two-sided ad is viewed as being more

A) emotional.
B) humorous.
C) objective.
D) reliant on the celebrity's reputation.

Question 45

In the basic model of dyadic communication, there are three parts.Which of the following is NOT one of the parts?

A) source
B) receiver
C) message
D) transfer agent

Question 46

SuperStore is researching its options regarding the quickest way the company can increase sales.SuperStore's research should lead it to which of the following?

A) price promotion
B) raise prices
C) advertise
D) duplicate competitor's products

Question 47

SnowBlowers, Inc.is targeting consumers in the northern regions of the United States and focusing on giving consumers practical and functional reasons to buy its snowblowers.What type of ad is SnowBlowers, Inc.using?

A) comparative
B) non-comparative
C) cognitive
D) emotional

Question 48

FunnyTime Products uses humor in its ads to communicate with its fun-loving consumers.What type of ads does FunnyTime Products create?

A) comparative
B) emotional
C) cognitive
D) non-comparative

Question 49

Companies advertise in many different ways.Which of the following is NOT a likely method of advertising?

A) TV
B) Internet
C) radio
D) books

Question 50

In a(n) __________, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.

A) non-comparative ad
B) comparative ad
C) emotional ad
D) cognitive ad

Question 51

Which of the following is NOT a reason that marketing is important?

A) Advertising facilitates customers' awareness.
B) Advertising attempts to persuade potential customers that the featured brand is superior to competitors' market offerings.
C) Advertising informs shareholders of the company's status and plans.
D) Advertising creates long-term brand awareness and positive attitudes.

Question 52

In a(n) __________, the featured brand name is mentioned, as is the brand name of a competitor.

A) cognitive ad
B) non-comparative ad
C) comparative ad
D) emotional ad

Question 53

If the advertising goal is to increase awareness, what type of ad should be run?

A) an ad with lots of humor
B) an ad with lots of information
C) an ad with a celebrity endorsement
D) an ad with a combination of information and action

Question 54

Hite Enterprises avoids using negative emotions in its advertisements.Hite Enterprises likely does not use emotions such as __________ to sells its products.

A) excitement
B) amusement
C) happiness
D) fear

Question 55

Saffire Clothing's ads claim that the brand is an exclusive, premium brand.Saffire's products need to be __________, priced relatively high, and distributed relatively exclusively.

A) trendy
B) high quality
C) stylish
D) well known

Question 56

Which of the following is NOT a way marketers wish to affect consumers in advertising?

A) cognition
B) affect
C) behavior
D) fashion

Question 57

AIDA represents attention, interest, desire, and

A) action.
B) assessment.
C) attitude.
D) advertising.

Question 58

The goal of getting the consumer to purchase is

A) simple.
B) easily achieved.
C) not easily achieved.
D) easily measured.

Question 59

What is the primary means by which a company communicates with its customers about its products, brands, and position in the marketplace?

A) company website
B) annual reports
C) advertising
D) product packaging

Question 60

All elements of the marketing mix are important, but __________ is the most direct communication link.

A) marketing
B) price
C) advertising
D) place

Question 61

Which of the following identifies a basic attitude that marketers measure in evaluating ads?

A) attitude toward the market
B) attitude toward the line extension
C) attitude toward the ad
D) attitude toward the company

Question 62

__________ is when a piece of information is conveyed by any type of source, expert or not, and the consumer remembers the information, but not the source.

A) Source credibility
B) Cultural meaning
C) Sleeper effect
D) Subliminal advertising

Question 63

ABC Co.is adding a few brand extensions to its products.The company wants to create positive attitudes and awareness about its extensions.What type of ads should the company use?

A) humorous
B) non-comparitive
C) fear appeal
D) image

Question 64

Which of the following theories describes how spokespeople's endorsements work?

A) cultural meaning
B) source credibility
C) subliminal source
D) source effect

Question 65

For __________ tests, the primary consideration is memory.

A) cognitive
B) affective
C) behavioral
D) value

Question 66

A movie theater flashes the word "Popcorn" on the screen before showing the movie.It is attempting which form of advertising?

A) one-sided
B) subliminal
C) cognitive
D) image

Question 67

The idea that familiarity from repeated exposure to a brand name, logo, or ad will over time enhance the viewer's favorability toward the ad (and brand) refers to which term?

A) sleeper effect
B) cognitive
C) source credibility
D) mere exposure

Question 68

__________ are tested with numerous measures of attitudes and behavioral intentions.

A) Behavioral goals
B) Affective goals
C) Cognitive goals
D) Assessment goals

Question 69

A(n) __________ ad is used for a new product, whereas a mature brand uses an image ad.

A) two-sided
B) emotional ad
C) non-comparative
D) comparative

Question 70

Marketers can use __________ to find the conditional probabilities of customers in the marketplace who are aware of, have a positive attitude towards, will try, and who will repeat use of a product.

A) ad concept testing
B) moment-by-moment processing
C) copy testing
D) marketing diagnostics

Question 71

According to the elaboration likelihood model (ELM), which of the following is a way into your brain?

A) peripheral
B) middle
C) emotional
D) rational

Question 72

What term is used to describe an experiment run by an ad agency where the ad agency will recruit consumers to come watch a TV series and commercials? The consumer will then answer questions about the ads and the agency uses the responses to determine how well the ads will do in the real world.

A) focus groups
B) sampling
C) copy testing
D) ad concept testing

Question 73

Coffee Bean Co.competes in the crowded coffee bean product category and sells its products in grocery stores and other stores selling coffee products.The firm has struggled to distinguish its brand because consumers view many products in many purchase categories as

A) differentiated.
B) commodity-like.
C) private label brands.
D) too expensive.

Question 74

If a company spends a considerable amount of money on an ad, and it wants to measure how well consumers remembered the ad, it should run what type of test?

A) RAD
B) DAR
C) cognition
D) analysis

Question 75

__________ is a type of experiment advertisers will run on consumers, where the consumer watches an ad and has a dial and will indicate whether he likes the ad or does not like the ad.

A) Ad concept testing
B) Moment-by-moment processing
C) Copy testing
D) Cognitive testing

Question 76

Customer Insights, Inc.operates a facility that recruits eight to 10 consumers and screens them on criteria such as relevance to the target segment or usage in a product category.What type of research is Customer Insights, Inc.engaging in?

A) focus groups
B) sampling
C) online surveys
D) copy testing

Question 77

Ralph's Big & Tall retail stores, a national men's apparel retail shop, does not use celebrity endorsers in its advertising.Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph's and the superior customer service the store provides.Firms such as Ralph's Big & Tall opt to use regular people instead of celebrities because

A) they are more expensive.
B) they are more authentic and trustworthy.
C) they are not well known or famous.
D) people dislike celebrities.

Question 78

What should a company do if a competitor starts a price war?

A) cut prices
B) use an image ad
C) launch a comparative ad
D) use an emotional ad

Question 79

Which of the following ad types does NOT trigger emotional responses?

A) humorous
B) comparative
C) fear appeals
D) image ads

Question 80

Which of the following ad types does NOT tend to be rational in content and processed cognitively?

A) one-sided
B) comparative
C) dramas
D) image ads