Deck 1: Introduction to Advertising

Question 1

What of the following is NOT a stage in the evolution of advertising?

A) identification
B) information
C) promotion
D) pricing
E) sales

Answer 1

pricing

Question 2

In the early 20^th century _______ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it.

A) advertising
B) communications
C) integrated marketing communications
D) integrated communications
E) product

Answer 2

advertising

Question 3

Which of the following is NOT a fundamental concept of advertising?

A) strategy
B) creative idea
C) creative execution
D) media
E) pricing

Answer 3

pricing

Question 4

Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________.

A) efficient
B) effective
C) creative
D) interesting
E) entertaining

Question 5

In which fundamental concept of advertising does the advertiser develop the ad to meet specific objectives, carefully direct it to a certain audience, create its message to speak to that audience's most important concerns, and run it in media that will reach its audience most effectively?

A) advertising strategy
B) creative strategy
C) execution strategy
D) media strategy
E) evaluation strategy

Question 6

The ________ is the ad's central idea that grabs your attention and sticks in your memory.

A) advertising strategy
B) creative concept
C) creative execution
D) creative media
E) tagline

Question 7

Which best describes a critical aspect of advertising that drives the entire field of advertising?

A) strategic
B) media
C) nonpersonal
D) mass
E) creative

Question 8

Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry?

A) advertising strategy
B) creative idea
C) creative execution
D) creative media
E) creative strategy

Question 9

Which advertising approach uses reasons to persuade consumers?

A) mass-sell
B) logical-sell
C) hard-sell
D) soft-sell
E) informative-sell

Question 10

Which of the following is NOT a role that advertising plays in business and in society?

A) marketing
B) communication
C) economic
D) network
E) all of the above

Question 11

Which of the following is a role advertising plays in business and in society?

A) marketing
B) communication
C) economic
D) societal
E) all of the above

Question 12

The target market of an organization is ________.

A) demographically homogeneous
B) the particular group of consumers thought to be potential customers for the organization's goods and services
C) the largest market segment
D) made up of services and ideas, as well as goods
E) referred to as the marketing objective

Question 13

Which of the following statements is true?

A) Product category refers to whether the product is a good, a service, or an idea.
B) The term product refers only to tangible goods, such as automobiles, clothing, or soft drinks.
C) A product can be services and ideas, as well as goods.
D) Advertising is the process a business uses to satisfy consumer needs and wants by providing goods and services to a target market.
E) A tagline is the distinctive identity of a particular product that distinguishes it from its competitors.

Question 14

Which of the following is NOT considered a tool available in the marketing mix?

A) product
B) distribution
C) price
D) marketing communication
E) customer relationship management

Question 15

The distinctive identity of a particular product that distinguishes it from its competitors is known as the ________.

A) advertising
B) brand
C) tagline
D) logo
E) trademark

Question 16

Coke and Pepsi are examples of different ________ of soft drinks.

A) trademarks
B) taglines
C) products
D) brands
E) ideas

Question 17

Which of the following is considered a strength of advertising as a marketing technique?

A) directly affects sales
B) best communication tool for persuading consumers
C) it's inexpensive
D) can reach a mass audience
E) all of the above

Question 18

Which of the following is NOT considered a strength of advertising as a marketing technique?

A) persuades
B) influences culture
C) introduces products
D) explains important changes
E) reminds and reinforces

Question 19

In which types of societies does advertising tend to flourish?

A) ones where demand exceeds supply
B) ones where there is little price competition
C) ones where there are few distinguishing characteristics among product offerings by competitors
D) ones in which government does not regulate commercial speech
E) ones where supply exceeds demand

Question 20

Which of the following is NOT considered a social role of advertising?

A) Advertising informs consumers about new and improved products.
B) Advertising teaches consumers about new products and how to use them.
C) Advertising helps consumers compare products and features, and generally keeps consumers informed about innovations and issues.
D) Advertising reinforces past purchases and brand experiences.
E) Advertising mirrors fashion and design trends and adds to our aesthetic sense.

Question 21

Builds awareness of products and brands, creates a brand image, provides product and brand information, persuades people, provides incentives to take action, provides brand reminders, and reinforces past purchases and brand experiences are all ________ of advertising.

A) criticisms
B) strengths
C) definitions
D) roles
E) functions

Question 22

Which major type of advertising demands creative, original messages that are strategically sound and well executed?

A) nonprofit
B) brand
C) direct-response
D) business-to-business
E) all of the above

Question 23

Which of the following is considered a "key player" in advertising?

A) media
B) advertiser
C) agency
D) audience
E) all of the above

Question 24

Which of the following is NOT considered a "key player" in advertising?

A) media
B) advertiser
C) government
D) agency
E) suppliers

Question 25

The primary responsibility of this department is to act as a liaison between the marketing department in large organizations and the advertising agency (or agencies) and other vendors.

A) accounting department
B) traffic department
C) advertising department
D) brand manager
E) communications department

Question 26

Which of the following is NOT a task performed by an advertiser's advertising department?

A) creates the advertising
B) coordinates activities with vendors, such as media, production, and photography
C) makes sure the work gets done as scheduled
D) determines whether the work has achieved prescribed objectives
E) all of the above

Question 27

Companies that need closer control over their advertising usually ________ that performs most, and sometime all, of the functions of advertising.

A) hire an outside agency
B) hire a vendor
C) have their own advertising department
D) have their own in-house agency
E) have their own agency-of-record

Question 28

Which of the following is NOT a reason other advertising players hire a vendor?

A) vendors are the only ones that can produce commercials
B) may not have expertise in that area
C) may be overloaded
D) may want a fresh perspective
E) vendors provide specialized services

Question 29

During the _______ in the late 1990s corporations were challenged on questions of social responsibility and insensitivity to diverse viewpoints.

A) Age of Print
B) Age of social responsibility
C) Age of agencies
D) Creative era
E) Modern advertising era

Question 30

Which of the following is NOT a characteristic of effective ads?

A) hold consumers' interest
B) gain consumers' attention
C) convince consumers to change their purchasing behavior
D) convince consumers to continue buying the brand
E) provides all the necessary information so that consumers can make a purchase

Question 31

On which level do ads and their goals work?

A) satisfying consumers' objectives by engaging them with a relevant message that catches their attention, speaks to their interests, and remains in their memories
B) achieves the company's marketing objectives
C) are recognized by peers in the industry for their creativity
D) A and B
E) A, B, and C

Question 32

________ is the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.

A) Marketing communications (MC)
B) Integrated advertising execution (IAE)
C) Integrated promotional activities (IPA)
D) Integrated marketing communications (IMC)
E) Global marketing communications

Question 33

All groups of people who have an interest in the brand, including such groups as employees, vendors and suppliers, distributors, investors, government and regulators, the community, watchdog groups, the media, and so forth, are known as ________.

A) constituencies
B) interest groups
C) stakeholders
D) regulators
E) social forces

Question 34

In advertising, only the creative idea and execution require creative thinking.

Question 35

The particular group of consumers thought to be potential customers for the goods and services constitute the target market.

Question 36

Advertising can be used to build a brand, which is the distinctive identity of a particular product that distinguishes it from its competitors.

Question 37

Advertising has no redeeming social value.

Question 38

Advertising strategy starts with the identification of the customer or prospective customer.

Question 39

Purchasers and product users are synonymous terms.

Question 40

During the "Age of Print" stage of advertising's evolution, ads were primarily like classified advertising in format, and print media carried them.

Question 41

The period when advertising grew in importance and size was the "Modern Advertising" era.

Question 42

Synergistic marketing communication (SMC) is the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.

Question 43

The advertising question with respect to globalization is whether to standardize ads or advertising strategies across all cultures or to adapt ads and strategies to local markets.

Question 44

Name and describe the four fundamental concepts of advertising and what makes an ad truly effective.

Question 45

What was the objective of the truth campaign run by the American Legacy Foundation discussed in the opening vignette?

A) to encourage teens to buy products
B) to sell lighters
C) to empower teens against manipulation by tobacco company's tactics
D) to develop a campaign that was consistent with traditional preachy anti-smoking ads
E) to win an EFFIE award

Question 46

Polo Ralph Lauren clothing is of high quality and style. Instead of stressing the quality of their clothing, Polo Ralph Lauren does not even include copy (i.e., words) other than their brand name in their print ads and merely shows beautiful people wearing their clothing performing activities of the "rich," such as attending a polo match, or merely depicting a very well dressed, handsome man. What approach is Polo using?

A) hard-sell
B) soft-sell
C) image-sell
D) direct-sell
E) creative-sell

Question 47

In the 1990s, McCann-Erickson developed a television ad for Coke to kick off that year's summer campaign. The ad was trying to convey a father and son from another planet, with the father explaining that, in the summer, earthlings worship something called the "sun." The camera zoomed in on a beach as though the two were flying in from outer space when the picture showed a beautiful, young woman drinking a refreshing Coke in front of a Coke vending machine on the beach, and the son asked his father, "Is that the sun?" The agency struggled with the commercial to get the message across that they wanted Coke to be perceived as the center of our universe, eventually coming up with a new editing technique to convey the meaning they wanted. According to a McCann-Erickson professional working on the campaign, they wanted to do it because "it had never been done before." In spite of these creative efforts and the highly professional execution, the ad was not effective and ran for only a short time on television. In terms of the four fundamental concepts that must work in concert for an ad to be truly effective, which one was deficient in this campaign that caused it to be ineffective?

A) creative idea
B) execution
C) media
D) strategy
E) all of the above

Question 48

Roach-B-Gone is a brand of bug spray available to consumers to combat pests in their home. This brand has an ingredient that instantly kills roaches on contact, which is superior to all the other competitive bug sprays available in the consumer market. Which type of advertising approach should Roach-B-Gone use to persuade consumers that their brand is superior to all others?

A) hard-sell
B) soft-sell
C) image-sell
D) direct-sell
E) creative-sell

Question 49

The success of the new VW Beetle was built upon its ability to connect with the antistatus ________ of the original "lowly" Beetle.

A) reliability
B) price
C) brand image
D) attitude
E) promotion

Question 50

Pepsi-Cola is a brand of soft drink that has been around for a long time and has been advertised continuously over the last 50 years. From Pepsi's perspective, what is the most likely strength of advertising for them?

A) can reach a mass audience
B) introduces products
C) explains important changes
D) reminds and reinforces
E) persuades

Question 51

The cost to advertisers to purchase a 30-second advertising spot during the Super Bowl is very high. From the advertiser's perspective, what is the most important strength of advertising if they decide to use this media vehicle?

A) can reach a mass audience
B) introduces products
C) explains important changes
D) reminds and reinforces
E) persuades

Question 52

For the truth campaign Porter + Bogusky and Arnold was the _______ that planned and implemented the advertising effort.

A) marketer
B) media buying company
C) account manager
D) advertising agency
E) advertising department

Question 53

Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. Which "key player" in the advertising industry will Brad likely be associated with after he graduates?

A) advertiser
B) agency
C) media
D) vendor
E) creative

Question 54

6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of their product. They claim that users of their product can reduce their waist and lose one size in a week when following their workout plan. Viewers can call the 1-800 number on the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this?

A) deceptive
B) national
C) retail
D) direct response
E) direct-to-consumer

Question 55

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.

-Refer to Mini-Case. What type of advertising approach would be the most appropriate for Polo Ralph Lauren's objectives?

A) hard-sell
B) soft-sell
C) image-sell
D) direct-sell
E) creative-sell

Question 56

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.

-Refer to Mini-Case. Because Polo Ralph Lauren wants to maintain close control over its image and advertising, which of the following statements is most likely true?

A) They will most likely use an outside advertising agency to develop and execute their advertising.
B) They will most likely use an agency-of-record to develop and execute their advertising.
C) They will most likely not use any outside resources, such as vendors, to assist in developing and executing their advertising.
D) They will get better media rates by not using an advertising agency to purchase their advertising time and space.
E) They will most likely use an in-house agency to develop and execute their advertising.

Question 57

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.

-Refer to Mini-Case. When Polo Ralph Lauren advertises in fashion magazines, they focus on their brand identity and image by merely illustrating a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?

A) retail advertising
B) image advertising
C) brand advertising
D) direct-response advertising
E) indirect advertising

Question 58

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.

-Refer to Mini-Case. Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas. Of the following, what type of awards might these have been?

A) EFFIE
B) CLIOS
C) Reggie
D) Silver Anvil
E) Halo

Question 59

Define advertising and discuss where it fits in the marketing process.

Question 60

What is the evidence that the truth campaign worked?

Question 61

Critique the statement, "Advertising is the communications arm of the marketing process."

Question 62

Critique the statement, "Advertising has no redeeming social value." Why do you think some hold this view of advertising?

Question 63

Why do businesses advertise?

Question 64

What message was Apple trying to convey with its "1984" advertisement, which aired only once during the 1984 Super Bowl?

Question 65

MINI-CASE
Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs, and end tables, but mostly home-decorating accessories. She is also a certified interior decorator, and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far, and she decides she needs to promote her business.
-Refer to Mini-Case. If Joan decides to use advertising, what type of advertising will that be and what should it emphasize?

Question 66

MINI-CASE
Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs, and end tables, but mostly home-decorating accessories. She is also a certified interior decorator, and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far, and she decides she needs to promote her business.
-Refer to Mini-Case. What other communications tools besides advertising can Joan use? Give some specific examples.

Question 67

MINI-CASE
Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs, and end tables, but mostly home-decorating accessories. She is also a certified interior decorator, and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far, and she decides she needs to promote her business.
-Refer to Mini-Case. Joan does not have a lot of resources to spend on promoting her business. What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?