Advertising and Promotion An Integrated Marketing Communications Perspective Test Bank by QuentinAxel

Chapter 01 - Integrated Marketing Communications

Chapter 01 Integrated Marketing Communications

Multiple Choice Questions 1. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives. A. Integrated marketing communications B. Marketing C. Advertising D. Sales promotion

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing

2. Which of the following is the BEST example of a marketing exchange? A. John gave Sahil a menu, and he placed his food order. B. Jessie helped Alison move a heavy piece of furniture. C. Vlad and Ingrid gave their son a trip for his graduation. D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing

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Chapter 01 - Integrated Marketing Communications

3. Product, price, place and promotion are collectively known as ________ A. the marketing mix. B. marketing communications tools. C. methods of selling goods and services. D. marketing jargon.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-02 Marketing

4. Campo Outdoor Products has developed a new backpack. It will expand to three times its initial size, be water resistant, and lightweight. These are what kind of marketing decisions? A. service level B. product features C. package design D. price allowance

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

5. Navinder Foods offers portable snack items that are low in calories, high in fibre, and taste just like the ones shoppers might consume back home in India. Which of the following is NOT a product benefit delivered by Navinder's snack items? A. functional benefit B. emotional benefit C. performance/convenience benefit D. Low pricing benefit

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Chapter 01 - Integrated Marketing Communications

6. Product protection, storage, communication, and image are all functional benefits of: A. product attributes B. packaging C. brand identity D. brand marketing

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

7. Which is the best example of the use of packaging as a communication vehicle? A. New cellphone SIM cards are enveloped in large plastic packages. B. Costco offers multi-packs of contact lens solution at affordable prices. C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags. D. At Golftown one can purchase used golf balls in bags of 20 or 50.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

8. Each of the following is true about brand equity EXCEPT: A. It is a tangible asset which can provide competitive advantage. B. It is a measure of consumer attachment to a brand. C. It builds on the favourable image and impressions of differentiation of a brand. D. It is a challenge for marketers to consistently measure brand equity.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-03 Communicating Product

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Chapter 01 - Integrated Marketing Communications

9. Which of the following statements about price is true? A. Price refers to what the marketer must give up in order to sell a product. B. Price communicates the economic cost to consumers for all of the product benefits combined. C. Price is not a key aspect of the product conveyed in a promotional offer. D. Levels of recommended ad expenditures are not relative to price.

10. A firm can have an excellent product at a great price, but it will be of little value unless it's available where the consumer wants it and when the consumer wants it. The statement above refers to: A. product decisions. B. price decisions. C. distribution decisions. D. positioning decisions.

11. Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of: A. a multi-channel environment B. a multi-media universe C. a differentiated product approach D. multi-level marketing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-05 Communicating Distribution

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Chapter 01 - Integrated Marketing Communications

12. The AMA has renewed its definition of marketing to directly include the important element of: A. growth B. exchange C. value D. globalization

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-01 Describe the importance of marketing communication within the marketing mix. Topic: 01-06 Communicating Value

13. The relative balance between what a consumer "receives" for what he/she "pays" is known as: A. exchange B. price C. benefit D. value

14. ______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Publicity B. Advertising C. Direct marketing D. Promotion

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-07 The Promotional Mix

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Chapter 01 - Integrated Marketing Communications

15. Which of the following is NOT an element of the promotional mix? A. Packaging B. Advertising C. Personal selling D. Sales promotion

16. When media is used to communicate to a large group of individuals it is deemed ________ communication A. personal B. non-personal C. direct D. indirect

17. Advertising may be defined as any: A. paid form of nonpersonal communication about a product, service, or company B. communication about a product, service, or company C. communication that moves a product from one level to another level of the distribution channel D. personal communication from a company representative to prospective buyers

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Chapter 01 - Integrated Marketing Communications

18. Which the following is NOT an advantage inherent in the use of advertising? A. Ability to control the message B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising

19. Which of the following is NOT a characteristic of advertising as a form of promotion? A. Cost-effective method for communicating with large audiences B. Personal and individually customized nature of the message C. The ability to reach large audiences with the advertising message D. The ability to create images for brands

20. Which of these is NOT a reason why marketers use advertising? A. To set an appropriate price across various channels B. To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult C. To create symbolic appeals for a company or brand D. To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience

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Chapter 01 - Integrated Marketing Communications

21. A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent: A. product appeal B. product symbolism C. brand identity D. brand equity

22. This is the added value or goodwill resulting from a favourable image and/or consumer attachment to a company name, brand name, or trademark: A. product appeal B. product symbolism C. brand identity D. brand equity

23. Canadian advertisers spend more than ________ annually. Identify the closes match. A. $7 billion B. $8 billion C. $14 billion D. $22 billion

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Chapter 01 - Integrated Marketing Communications

24. In the time period noted in the textbook, prime-time network television reached ________ on a daily basis. A. all Canadians B. only older adults C. less than 50 percent of Canadians D. 85 percent of Canadians

25. When a brand encourages potential customers to send them pictures of them in their best "game face" this is called: A. direct marketing B. sales promotion C. brand interaction D. price discounting

26. _____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. A. Professional B. Direct-response C. Business-to-business D. Retail

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Chapter 01 - Integrated Marketing Communications

27. Ads for computers and office furniture in Purchasing Canada, a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising. A. retail B. business-to-business C. direct response D. primary-demand

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-08 Advertising

28. Advertisements for a Parkell tooth polisher in Canadian Dentist, a publication for dentists, are an example of _____ advertising. A. professional B. trade C. primary demand D. progressive

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Chapter 01 - Integrated Marketing Communications

29. Why does Samsung encourage consumers to interact with the brand online by placing advertising messages in media such as television, print, and outdoor? A. Online brand interaction is the least expensive way to connect with consumers. B. Studies show that consumers research their purchase online prior to a store visit, so other media should lead the consumer to visit the company's website. C. Online communication is the best way to convey product attributes and consumer value. D. Samsung only sells their products online, so they must try to drive traffic to their company website.

30. _____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. A. Direct marketing B. Public relations C. Sales promotion D. Brand equity

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Chapter 01 - Integrated Marketing Communications

31. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer sales promotion B. trade sales promotion C. direct marketing incentives D. strategic promotions

32. McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a: A. consumer sales promotion B. direct-response advertising campaign C. primary demand advertising campaign D. service-oriented sales promotion

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Chapter 01 - Integrated Marketing Communications

33. Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. a consumer sales promotion B. a trade sales promotion C. a functional inducement D. integrated promotions

34. _____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations

35. How does advertising differ from publicity? A. Advertising is done by manufacturers, and publicity is done be retailers. B. Advertising is paid for by the sponsoring organization, and publicity may be initiated by the sponsoring organization but is not paid for. C. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. D. Advertising typically utilizes mass media, and publicity does not.

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Chapter 01 - Integrated Marketing Communications

36. Which of the following statements about publicity is true? A. Publicity generally has a broader purpose and objective than public relations. B. Publicity is an important communication technique used in public relations. C. Publicity has more of a long term, on-going purpose than public relations. D. Publicity and public relations are synonyms for each other.

37. Which of the following is NOT a technique used to generate publicity? A. News releases and feature articles B. Photographs, films, and videotapes C. Packaging and product displays D. Press conferences

38. When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies, it is an example of: A. advertising B. publicity C. personal selling D. direct marketing

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Chapter 01 - Integrated Marketing Communications

39. One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized B. Consumer credibility C. almost non-existent variable costs D. ability to be closely controlled and monitored by the organization that is being publicized

40. Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand. This article was reported on in various newspapers and television news programs. This is an example of: A. sales promotion B. advertising C. negative publicity D. positive publicity

41. A review of a movie in Maclean's magazine or on "Canada AM" is an example of: A. personal selling B. publicity C. promotion D. media-selling

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-10 Public Relations

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Chapter 01 - Integrated Marketing Communications

42. When the brand team at Dentyne send out samples of their new fiery gum flavours to radio DJs and television hosts with the hope that they would talk about it on air, it is an example of: A. personal selling B. publicity C. trade sales promotion D. public relations

43. Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible? A. Advertising B. Publicity C. Sales promotion D. Direct marketing

44. When an organization systematically plans and distributes information in an attempt to control its image, it is engaging in a function known as: A. image manipulation B. advertising C. integrated marketing D. public relations

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Chapter 01 - Integrated Marketing Communications

45. _____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Publicity B. Corporate affairs C. Public relations D. Sales promotion

46. Public relations involve all of the following EXCEPT: A. sponsorship of a fun run to benefit breast cancer research B. financial and personnel involvement in local arts and crafts festival C. product design D. publicity

47. _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct marketing D. Public relations

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Chapter 01 - Integrated Marketing Communications

48. Which of the following statements about direct marketing is true? A. Direct marketing and direct mail are synonymous. B. Direct marketing includes a variety of techniques and activities such as direct mail, telemarketing, and direct response advertising. C. Direct marketing has lost popularity over the past two decades, owing primarily to changing lifestyles and technologies. D. Business-to-business marketers criticize direct marketing as an ineffective way to identify potential sales leads, communicate with customers, and provide them with information about their products or services.

49. When Shoppers Drug Mart directly targets their loyalty card members with a special 20X points offer this is considered ______ A. generic advertising B. relationship marketing C. indirect marketing D. direct marketing

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Chapter 01 - Integrated Marketing Communications

50. The Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order. Given this information, which promotional element do you think The Bradford Exchange depends upon most heavily? A. Advertising B. Sale promotion C. Direct marketing D. Public relations

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 01-02 Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose. Topic: 01-11 Direct Marketing

51. One of the major tools of direct marketing is ______ advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. A. direct-response B. third-party C. business-to-business D. product benefit

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Chapter 01 - Integrated Marketing Communications

52. _______ allow for the back-and-forth flow of information using mediums like Facebook, e-commerce enabled websites or Instagram where users participate in and modify its form and content instantly. A. Negotiations B. Price flexibility C. Interactive media D. Sales promotion

53. Company or branded websites that inform or entertain current or potential customers: A. are a form of "owned media" much like product catalogues B. are effective only if they include the ability to make online purchases C. are falling out of favour as marketers turn to social media vehicles D. have taken over from other forms of mass media

54. Each of the following statements about earned media is correct EXCEPT: A. Earned media is the result of a brand manager paying an influential blogger to write positively about the brand. B. Conversations among consumers over social media is a form of earned media. C. Publicity in the form of news articles or editorial opinions constitutes earned media. D. Earned media is a very credible source of influence for current or prospective consumers.

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Chapter 01 - Integrated Marketing Communications

55. Which of the following statements about Internet advertising is NOT true? A. The Internet is a medium which generates paid, owned, and earned media. B. Internet marketing can incorporate many elements of the promotional mix, such as advertising, sales promotion, public relations, and direct marketing. C. In order for interactive Internet marketing to be effective, the overall brand message must customized for the distinct internet vehicle. D. The portability and immediacy of mobile marketing makes this a new forefront for IMC planning.

56. _____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Direct mail B. Personal selling C. Public relations D. Sales promotion

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Chapter 01 - Integrated Marketing Communications

57. This participant in the promotional process has the products to be marketed and assumes major responsibility for developing the marketing program and making final decisions regarding the marketing communication program: A. Advertiser B. Advertising agency C. Media organization D. Public relations firm

58. Outside firms that specialize in the creation, production, placement of promotional messages, and other support services are: A. Advertisers B. Advertising agencies C. Media organizations D. Media buying agencies

59. The primary objective of these members of the promotional process is to sell their time or space so companies can effectively reach their target audiences with their messages. A. Advertisers B. Advertising agencies C. Media organizations D. Interactive agencies

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Chapter 01 - Integrated Marketing Communications

60. Which of the following is NOT a specialized marketing communication service? A. Direct-response agency B. Interactive agency C. Public relations firm D. Marketing research company

61. In advertising a company that specializes in video production would come under what grouping? A. Support agencies B. Collateral services C. Tier-two agencies D. Marketing specialty firms

62. In the 1990s, companies saw __________ as a way to coordinate and manage their marketing communication programs to ensure customers received a consistent and unified thematic message about the company and/or its brands. A. product marketing B. the Internet C. relationship marketing D. integrated marketing communications

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-16 IMC: Evolution

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Chapter 01 - Integrated Marketing Communications

63. Many companies are taking a(n) ___________ perspective in developing their IMC programs whereby they consider all of the potential ways of reaching their target audience and presenting the company or brand in a favourable manner. A. audience contact B. traditional C. modern D. aggressive

64. Marketers first consider ________ in order to determine which IMC tools will be most effective in reaching and influencing consumer behaviour. A. their promotional budget B. the target audience C. the recommendations of their advertising agency D. competitive strategies

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact

65. If you are focusing less on getting new customers and focusing more on nurturing existing customers, this is called? A. Sales promotion B. Brand development C. Direct Marketing D. Relationship marketing

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Chapter 01 - Integrated Marketing Communications

66. The main objective behind the McDonald's "Our Food. Your Questions." campaign was: A. to dispel various "food myths" about the quality of food offered at McDonald's. B. to enhance the presence of McDonald's in the Canadian foodservice market. C. to show the effectiveness of social media in dealing with consumer complaints. D. to eliminate competition between McDonald's and Tim Hortons in the breakfast arena.

67. _____ is the process of creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit. A. Integrated marketing communications B. Marketing planning C. Exchange D. Relationship marketing

68. The increased usage of relationship marketing is due to the fact that: A. brand loyalty is increasing B. customers want products and services that are mass-produced rather than tailored to their specific needs and wants C. retaining customers is generally more cost effective than acquiring new ones D. it is very costly to maintain customer databases

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Chapter 01 - Integrated Marketing Communications

69. Which of the following statements referring to the effects of consumer adoption of technology and media on IMC planning is NOT true? A. TV audiences are fragmented, requiring advertisers to place their messages in other media. B. Broadcasters have been slow to offer their TV shows for viewing over the Internet. C. Brands use traditional media to direct consumers to their website or social media. D. TV advertising reaches smaller and more selective audiences.

70. IMC planning can best be described as: A. placing coupons in each Sunday edition of major newspapers B. skillfully coordinating the promotional mix elements to develop an effective communication program C. measuring the effectiveness of any communication with the target market D. coordinating the activities of people who come in contact with the prospect or consumer

71. The _____ is the framework for developing, implementing, and controlling an organization's integrated marketing communications program and activities. A. IMC plan B. market audit C. situation analysis D. communications process

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned

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Chapter 01 - Integrated Marketing Communications

72. The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. A. promotional plan B. marketing plan C. communications plan D. situation analysis

73. A marketing plan usually includes all of the following EXCEPT: A. a program for implementing marketing strategy B. criteria and procedures for the hiring of all marketing personnel C. the establishment of marketing objectives D. a detailed situation analysis

74. A marketing plan usually includes: A. a corporate mission statement B. the advertising copy C. a detailed situation analysis D. sales and market forecasts

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-21 Review the Marketing Plan

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Chapter 01 - Integrated Marketing Communications

75. The first step in the IMC planning process is: A. the situation analysis B. budget determination C. a review of the marketing plan D. specification of communications objectives

76. Looking at how much time people tend to put in doing their meal preparation would be part of what step if McCain were looking at selling new curly fries? A. Consumer analysis B. Budget analysis C. Communication objectives D. Marketing plan review

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation

77. An internal situation analysis looks at all of the following EXCEPT: A. competitive analysis B. corporate and brand image analyses C. promotional objectives D. results of the firm's previous promotional programs

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned

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Chapter 01 - Integrated Marketing Communications

78. An external situation analysis could include all of the following EXCEPT: A. a competitive analysis B. the product's benefits C. consumer behaviour analysis D. environmental analysis

79. Debbie's Donuts wants to prepare a promotion plan for the upcoming fall season. As part of her internal situation analysis, she should review: A. which competitors are operating in her neighbourhood and how strong is their business. B. her sales and profit objectives. C. how often consumers eat donuts each week. D. the strength of her brand's image.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-19 IMC: Paid, Owned, Earned

80. In order to identify attractive market segments, Brian's Electronics Sales & Service conducts a consumer analysis which includes a review of all of the following EXCEPT: A. The growth of the electronics industry based on new technologies, particularly mobile. B. Demographic and psychographic traits of current and high potential customers. C. Factors influencing consumer purchase decisions for electronics products and services. D. Electronics buying and usage patterns of various consumer groups.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation

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Chapter 01 - Integrated Marketing Communications

81. Before determining the appropriate promotional mix for his new annual campaign, the Triscuit crackers brand manager needs to do a competitive analysis, including: A. A review of how much profit Kraft expects his brand to contribute to the overall marketing plan. B. Whether people prefer eating Triscuit warmed up or straight out of the box. C. The brand equity and consumer preference of PC's Woven Wheat Thins. D. The relative media costs of Chatelaine and Canadian Living magazines.

82. A market analysis includes a number of factors like market size, growth, and ________. A. profitability B. age C. global ownership D. census

83. Suggestions that McCain launch new frozen products based on changing trends and consumer demographics are as a result of: A. global warming B. an external environmental analysis C. an internal financial analysis D. McCain's revised marketing objectives

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01-04 Explain the IMC planning process model and express the steps in developing a marketing communication program. Topic: 01-22 Assess the Marketing Communications Situation

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Chapter 01 - Integrated Marketing Communications

84. _____ refer to what the overall marketing programs hopes to accomplish and is stated in terms of sales, market share, and profitability. A. Communication objectives B. Marketing objectives C. Segmentation approaches D. External analysis factors

85. Which of the following is NOT a good example of a communications objective? A. To create awareness of the attributes of a brand or product B. To create a favourable attitude about a product C. To develop consumers' intentions to purchase a product D. To increase sales volume

86. Tourism BC wished to generate trial or repeat purchase of visitors from other provinces to British Columbia. This is an example of a(n): A. internal analysis B. behavioural objective C. environmental assessment D. database research finding

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Chapter 01 - Integrated Marketing Communications

87. _____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area. A. Communication and behavioural objectives B. Sales and marketing objectives C. Marketing and behavioural objectives D. Promotional and marketing objectives

88. All of the following explain the importance of IMC EXCEPT: A. the many audiences to communicate with B. the vast number of messages consumers receive C. advertising and promotion regulation D. consumer adoption of technology and media

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact

89. _____ is described as one of the "new-generation" marketing approaches that helps companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Transaction marketing B. Public relations C. Online advertising D. IMC

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Chapter 01 - Integrated Marketing Communications

90. Which of the following is NOT a general characteristic of IMC? A. Competitive-oriented communication B. Unified communication for consistent message and image C. Differentiated communication to multiple customer groups D. Relationships fostering communication with existing customers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-17 IMC: Renewed Perspective

91. Which of the following best describes a criticism of IMC? A. Differentiates communication to multiple customer groups B. Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike C. Unifies communication for consistent message and image D. Uses information from databases to develop communication for tangible results

92. Kim Rossister, brand manager at GM, plans for a new communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner. Kim believes this approach can help develop an efficient and effective communication campaign. This approach is best described as: A. database-centred perspective B. relationship marketing perspective C. audience contact perspective D. persuasive communication perspective

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 01-03 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and content. Topic: 01-18 IMC: Audience Contact

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93. Which of the following statements about marketing and IMC plans is NOT necessarily true? A. The first step in the IMC planning process is to review the marketing plan B. The marketing objectives in the marketing plan should be reproduced as communication objectives in the IMC plan C. The marketing plan specifies the roles advertising and other promotional mix elements play in the overall marketing program D. The IMC plan is developed similarly to the marketing plan and often uses its detailed information

94. Each promotional mix element has its own set of objectives, message and media strategy, tactics, and ______. A. target audience B. brand identity C. slogan D. budget

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Chapter 01 - Integrated Marketing Communications

95. The development of the basic message to be conveyed to the target audience is called: A. messaging B. creative strategy C. creative imaging D. IMC planning

96. Media strategy includes each of the following decisions EXCEPT: A. overall slogan B. type of media to be used C. specific titles or shows D. communication channels to be used

97. The ________ approves and pays for the creative work and media plan. A. agency-of-record B. promotional agency C. advertiser D. media planning group

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Chapter 02 - Organizing for IMC: Role of Agencies

Chapter 02 Organizing for IMC: Role of Agencies

Multiple Choice Questions 1. An advertising agency that is set up, owned, and operated by the advertiser is called a(n): A. client management firm B. in-house agency C. centralized system D. full-service agency

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-02 Advertising Agency Decision

2. Two major reason for a client using a(n) ________ include reducing advertising and promotion costs and saving time. A. self-sufficient agency B. client management system C. in-house agency D. full-service system

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Chapter 02 - Organizing for IMC: Role of Agencies

3. Companies who use a combination of in-house and outside agencies tend to use the external firms mostly for: A. sales presentations B. social media content C. direct mail pieces D. creative and media services

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-02 Advertising Agency Decision

4. A major reason why some companies choose to use an in-house agency is to: A. maintain creative freshness B. reduce advertising and promotions costs C. stay better aligned with their brand D. win advertising awards that will enhance the image of their brands

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-02 Advertising Agency Decision

5. Lack of sufficient internal expertise and personnel growing stale while working on the same product might be reasons why a company might move away from: A. a brand marketing system B. an in-house agency C. the use of full-service advertising agencies D. the use of creative boutiques

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Chapter 02 - Organizing for IMC: Role of Agencies

6. Leo Burnett recorded people's reaction to the phrase "run like a girl" when they were developing creative for what brand? A. Always B. Dove C. Nivea D. Nike

7. Target's internal creative department handles the design of each of these elements EXCEPT: A. direct-mail pieces B. branding initiatives C. weekly circulars D. in-store displays

8. Which of the following is assigned to Target's outside agencies? A. weekly circulars and in-store displays B. branding and image-oriented communication C. direct-mail pieces D. Video based promotions

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Chapter 02 - Organizing for IMC: Role of Agencies

9. Which of the following statements explains why an organization would want to use an outside advertising agency? A. An outside advertising agency saves money for the client. B. An outside advertising agency always helps the client gain more prestige and a better image. C. An outside advertising agency has more knowledge of the brand's identity and its previous promotional activities. D. An outside advertising agency provides the client with the services of highly skilled individuals who are experts in a number of areas including creative, media, and research.

10. When a client works for many years with a primary agency whose focus is on building the client's brand, it is known as a(n): A. full-service relationship B. principle agency C. agency-of-record (AOR)0029 D. primary service provider

11. Which of the following best describes an Agency-of-Record (AOR)? A. the previous agency who was recorded working for a particular client B. an agency that performs work on a project-by-project basis C. an agency that is subcontracted by the client directly for a particular assignment D. the primary agency whose foremost interest is in building the client's brand

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Chapter 02 - Organizing for IMC: Role of Agencies

12. Which of the following statements about advertising agencies is true? A. Agencies must be used since companies do not have the capabilities of developing their own advertising. B. Agencies are often used because of the skill, expertise, and experience they can offer in the advertising and brand building area. C. Most large, national advertisers use in-house agencies. D. Most large agencies offer only creative services to their clients, they don't get involved in production.

13. International multi service agencies were formed by mergers and acquisitions of mid-sized agencies in order to: A. facilitate global campaigns B. provide integrated marketing communications services worldwide C. eliminate the need for domestic agencies D. forge stronger alliances between agencies and their clients

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-03 Advertising Agency Industry

14. Major agencies that offer an ever-broadening range of IMC services would be more appropriately called: A. advertising agencies B. full-service partners C. marketing communication agencies D. multinational creative boutiques

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Chapter 02 - Organizing for IMC: Role of Agencies

15. Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying? A. a creative boutique B. a full-service agency C. a media buying service D. a collateral agency

16. A full-service agency offers its clients all of the following EXCEPT: A. full range of marketing, communication, and promotion services B. research and creative development C. human resources management D. public relations expertise

17. The agency Zulu Alpha Kilo is unique in their approach to soliciting new business – how so? A. They don't bid on RFPs. B. The focus only on branding. C. They are only open to new business at certain times of the year. D. They prefer to respond to bids.

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Chapter 02 - Organizing for IMC: Role of Agencies

18. An ad agency that offers its clients a complete range of marketing, communication, and promotion services is known as a(n): A. comprehensive marketing organization B. media buying service C. in-house agency D. full-service agency

19. The communications link between the ad agency and its clients is the department known as: A. account services B. marketing services C. media D. creative services

20. The ________ is responsible for understanding the advertiser's marketing and promotional needs and clearly communicating them to agency personnel. A. account executive B. marketing specialist C. media specialist D. copywriter

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Chapter 02 - Organizing for IMC: Role of Agencies

21. The agency person who is the focal point of the agency-client relationship is the: A. media buyer B. product manager C. account executive D. brand manager

22. The function of gathering, analyzing, and interpreting information that will be useful in developing advertising content is the responsibility of the agency's ________ department. A. production B. traffic C. research D. account management

23. Which of the following functions is NOT performed by the agency's research department? A. interpreting information to assist in advertising decision-making B. planning the creative and media strategies for the advertising campaign C. designing, executing, and interpreting primary research studies D. disseminating information to agency account planners

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Chapter 02 - Organizing for IMC: Role of Agencies

24. The ________ in an agency interacts with personnel from all disciplines and provides insights into consumers and how to communicate with them. A. media director B. traffic manager C. account planner D. account executive

25. Advertising ideas and concepts are derived from the creative brief, which includes information about consumers, competitors, and the market. This is the responsibility of the: A. account executive B. account planner C. creative director D. media director

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-04 Full-Service Agency

26. The department in an advertising agency that is responsible for analyzing, selecting, and contracting for ad space or time that will be used to deliver its client's advertising message is the ________ department. A. public relations B. account services C. marketing research D. Media services

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Chapter 02 - Organizing for IMC: Role of Agencies

27. The ________ department is becoming an increasingly important part of the agency business as many large advertisers consolidate their media buying with one or a few agencies to save money and improve media efficiency. A. traffic B. media C. production D. product management

28. Since most of the client's ad budget is spent on media time and/or space, it is important that the media department: A. coordinates with the creative department to ensure that concepts are not too complex B. focuses on purchasing commercial time on the most popular shows C. develops a plan that communicates to the right audience in a cost-efficient manner D. creates a plan that utilizes the least expensive media vehicles

29. The ________ are the individuals who conceive the ideas for the ads and write the advertising message. A. copywriters B. art directors C. media buyers D. account executives

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Chapter 02 - Organizing for IMC: Role of Agencies

30. The ________ is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards. A. account executive B. product management department C. art director, graphic designer, or studio artist D. copywriter

31. After the creative brief is reviewed and the overall concept has been developed, the ________ is responsible for developing how the ad will look. A. account director B. product management department C. copywriter D. art director or the art department

32. A ________ shows what a print ad will look like, while a ________ depicts the sequence of frames for a commercial or video format. A. layout; storyboard B. concept; trailer C. sketch; storyboard D. storyboard; layout

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Chapter 02 - Organizing for IMC: Role of Agencies

33. Setting the creative philosophy of the agency and overseeing the work of the writers and artists are the responsibilities of the: A. agency president B. director of account service C. master artist D. creative director

34. The growth of the Internet as a media vehicle has led to the need for all of the following, EXCEPT: A. a digital creative services department B. A complete retreat from using traditional media C. the purchase of interactive firms by full-service agencies D. the coordination of digital and mass media advertising components

35. ________ take(s) the creative work done in mass media and add(s) interactive functionality to be used in various digital executions. A. A digital creative services department B. Small, boutique firms C. The production manager D. Computerized adaptation programmers

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Chapter 02 - Organizing for IMC: Role of Agencies

36. Which department within an advertising agency would assume the responsibility for hiring outside persons such as printers, engravers, photographers, or other vendors to turn a layout into a finished product? A. media department B. art department C. production department D. traffic department

37. The ________ department coordinates all phases of production to see that the ads are completed on time. A. media B. production C. art D. traffic

38. A ________ is an agency organizational structure in which each functional area is set up as a separate department. This structure is called on as needed to perform its specialty and serve all of the agency's clients. A. departmental system B. group system C. tiered system D. matrix system

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Chapter 02 - Organizing for IMC: Role of Agencies

39. The Bright Ideas advertising agency handles each of its clients by assigning individuals from various departments to work together as a team on their accounts. The agency is using which organizational structure? A. departmental system B. group system C. matrix system D. dedicated system

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 02-01 Identify the role of the advertising agency and the services it provides. Topic: 02-04 Full-Service Agency

40. For keeping continuity with a client and preserving client knowledge, what system is best? A. Group system B. Creative boutique C. Departmental system D. In-house agency

41. Which of the following might NOT be a reason why an advertising agency would use a group system organizational structure? It would: A. allow agency personnel to become very knowledgeable about a particular client's market and business B. ensure continuity in servicing a particular account C. provide better pricing to a key client D. provide superior service for its accounts

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Chapter 02 - Organizing for IMC: Role of Agencies

42. The traditional method of compensating ad agencies is with: A. the commission system B. hourly billings C. the fee system D. the straight salary method

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

43. Agency compensation under the commission system is based on: A. the total number of hours worked B. a percentage of a client's marketing budget C. a specified percentage of the costs for advertising time or space the agency purchases for its client D. a percentage of advertising production costs

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

44. Opponents of the agency commission system would argue that this system is not effective because a commission: A. keeps the emphasis on creative skills -not on the bottom-line. B. encourages agencies to recommend high media expenditures to increase their commission level. C. encourages agencies to limit their client's advertising expenditures. D. does not tie agency compensation to media costs.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

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Chapter 02 - Organizing for IMC: Role of Agencies

45. The standard agency commission is: A. 15% of media time and space costs B. 15% added on to media time and space costs C. added on to the agency's media costs and personnel time D. a complex formula based on the type of media purchased

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

46. A major argument put forth by defenders of the commission system is that a commission: A. keeps the agencies from placing advertising in expensive media B. ties agency compensation to the inflation in media costs C. encourages agencies to use non-commissionable media such as direct mail D. when choosing agencies keeps emphasis on non-price factors like advertising quality

47. Critics argue that the use of ________ ties agency compensation to media costs. A. the objective-and-task compensation system B. the fixed fee arrangement C. the cost-plus agreement D. the commission system

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Chapter 02 - Organizing for IMC: Role of Agencies

48. Which of the following is NOT a valid criticism of the commission compensation system for an ad agency? A. It is difficult to administer. B. In periods of media cost inflation, the agency is disproportionately rewarded. C. There is an incentive to avoid non-commissionable media. D. Media costs do not relate directly to effort or expertise expended by agencies.

49. Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients? A. commission system B. fee arrangement system C. cost-plus system D. incentive-based compensation system

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

50. An agency books television media space at a cost of $1,000,000. The standard agency commission on this buy is: A. $15,000 B. $150,000 C. dependent upon the time of day the commercials run D. dependent upon the actual shows in which the commercials run

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-06 Commissions From Media

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Chapter 02 - Organizing for IMC: Role of Agencies

51. An agency books television media space at a cost of $1,000,000. If cash discounts do not apply, what price does the agency pay to the media company? A. $985,000 B. $1,150,000 C. $850,000 D. $1,000,000 and the client pays the agency commission

52. Why are negotiated commission structures becoming more common? A. to ensure that agencies do not make too much money B. to consider the needs of clients as well as the amount of time and effort the agency spends on an account C. to encourage agencies to cut back on buying network TV advertising for their clients D. to support the creation of a transactional relationship between agency and client

53. Which of the following statements about agency commissions is true? A. Some leading agencies now receive average commissions of 8 to 10 percent. B. Nearly all of the leading agencies still earn a 15 percent commission. C. Most agencies are earning more of their income from fixed commissions as clients expand their IMC programs to include other forms of promotion. D. Most agencies are unwilling to negotiate their commission rates.

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Chapter 02 - Organizing for IMC: Role of Agencies

54. What form of compensation is used to pay the advertising agency when the client's advertising program does not involve a large amount of media billings? A. a share of the profits B. a negotiated commission C. a rebate from the media D. a 17.65 percent markup on costs

55. Negotiated commission rates for advertising agencies: A. are designed primarily to benefit agencies B. are rarely used by consumer-products advertisers C. are becoming less common D. are becoming more commonplace

56. Which of the following statements about changes in the way advertising agencies are being compensated is true? A. Many agencies and their clients have developed some type of fee arrangement or cost-plus agreement for agency compensation. B. With the move toward integrated marketing services, it is likely that there will be a return to the commission system of compensation. C. From the viewpoints of both the client and the agency, the traditional commission system is much superior to negotiated commissions. D. Since most clients want their agencies to be in total charge of the integrated marketing communications process, they are willing to compensate them based on media commissions.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-07 Fee Arrangement

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Chapter 02 - Organizing for IMC: Role of Agencies

57. A ________ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits media commissions against this monthly rate. A. fixed fee agreement B. negotiated commission C. cost-plus agreement D. fee-commission combination

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-07 Fee Arrangement

58. Under the _______, the client agrees to pay the agency a fee based on the cost of its work plus some agreed-on profit margin. A. cost-plus arrangement B. media commission system C. incentive-based system D. fee-combination arrangement

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-08 Cost-Plus Agreement

59. Under the cost-plus compensation method, all of the following costs might be included in the calculation, EXCEPT: A. production costs B. out-of-pocket expenses C. media costs D. agency self-promotion costs

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Chapter 02 - Organizing for IMC: Role of Agencies

60. Agencies that are reluctant to let clients see their internal cost figures are less likely to accept a: A. fixed-fee arrangement B. cost-plus agreement C. commission-based arrangement D. incentive-based compensation agreement

61. Which of the following compensation methods should an advertiser adopt if its primary goal is to try to maximize agency efficiency and accountability? A. fixed-fee arrangement B. fee-combination arrangement C. commission-based arrangement D. incentive-based compensation agreement

62. The Red River Valley advertising agency receives compensation from its clients based on how well it meets predetermined performance goals. Indicate the compensation method that they are using A. fixed-fee B. fee-commission C. incentive-based D. cost-plus system

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Chapter 02 - Organizing for IMC: Role of Agencies

63. Why would General Motors switch to an incentive-based compensation system with several of its agencies? A. to encourage their agencies to use more mass media advertising B. to encourage their agencies to stop using network TV advertising C. to save money on advertising and divert it to other business departments D. to encourage its agencies to look beyond traditional mass media advertising and develop other ways of reaching consumers

64. The advertising remuneration process which rewards the agency based on the achievement of mutually agreed upon objectives is called: A. the cost-based system B. the Performance by Results (PBR) system C. the fee-combination method D. the advertising reward method

65. The Performance by Results system reflects three groups of performance measures. Which of the following is NOT one of those measures? A. comparison to previous year's communication budget B. marketing communication effectiveness C. overall business performance D. agency process evaluation

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Chapter 02 - Organizing for IMC: Role of Agencies

66. Which of the following, though important, is NOT a direct measure of marketing communication effectiveness? A. brand awareness B. retail sales results C. brand image ratings D. advertising likability

67. The four behavioural objectives that are measures of marketing communication effectiveness are intent to purchase, trial, repeat purchase, and _______. A. viral media B. brand understanding C. brand loyalty D. positioning

68. Jenna sees a commercial for a new brand of toothpaste. She decides to consider it the next time she goes to the drug store. This is an example of which behavioural objective? A. retrial B. sampling C. brand awareness D. intent to purchase

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 02-02 Describe methods for compensating and evaluating advertising agencies. Topic: 02-09 Incentive-Based Compensation

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Chapter 02 - Organizing for IMC: Role of Agencies

69. Which of the following is a business measure under the Performance by Results system? A. market share B. intent to purchase C. brand awareness D. productivity

70. A ________ audit of an agency focuses on factors such as costs, expenses, and payments to outside suppliers while a ________ audit focuses on factors such as the agency's efforts in planning, development, and implementing the advertising program. A. financial/qualitative B. results/process C. financial/creative D. qualitative/quantitative

71. Which of the following should a client its advertising agency's performance NOT take into account when doing an agency evaluation? A. performance of account representatives. B. qualitative considerations, such as the quality of the agency's efforts in creative, media, etc. C. pay levels of agency's CEO. D. market performance measures, such as sales and market share.

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Chapter 02 - Organizing for IMC: Role of Agencies

72. Personality conflicts, unrealistic demands by clients, and personnel changes are all reasons why: A. it is difficult to measure the effectiveness of advertising campaigns B. ad agencies lose clients C. clients need to use more than one agency D. planning and budgeting communication initiatives is difficult

73. Which of the following would NOT be a valid reason for switching advertising agencies? A. dissatisfaction over the quality of the advertising produced by the agency B. conflicts over compensation policies C. a change in research methodology D. no sales growth or a decline in sales of the product

74. Many full-service agencies include sales promotion, merchandising, direct marketing, PR and/or other _______. A. specialized services B. niche opportunities C. consumer needs D. organizational structures

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-11 Specialized Services

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Chapter 02 - Organizing for IMC: Role of Agencies

75. Creative boutiques handle ______ only as companies want to ________. A. creative services; manage other functions internally B. artistic decisions; have full serve organizations do the rest C. retail operations; save money D. analytical services; outsource other functions

76. Which of the following is NOT true about creative boutiques? A. Creative boutiques work directly with clients. B. Clients do not directly hire creative boutiques, but work with them through their Agencyof-Record. C. Creative boutiques are subcontracted by full-service agencies. D. Members of creative departments of larger firms sometimes leave to create smaller creative boutiques.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-12 Creative Boutiques

77. Independent companies that specialize in the purchase of radio and television time are known as: A. media measurement bureaus B. mid-sized agencies C. full-service agencies D. media buying services

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Chapter 02 - Organizing for IMC: Role of Agencies

78. Because ________ purchase such large amounts of time and space, they receive large discounts. A. creative boutiques B. full-service agencies C. in-house agencies D. media buying services

79. Independent media buying services evolved for each of the following reasons EXCEPT: A. media strategy development and planning needs to be separate from the buying function B. the proliferation of specialized media has increased the complexity of purchasing advertising media C. media buying services concentrate on the analysis and purchase of advertising time and space D. advertisers attempt to consolidate their media spending in order to achieve volume efficiencies

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-13 Media Buying Services

80. ________ specialize in offering services, such as database management, direct mail and creative and production capabilities. A. Creative boutiques B. Sales promotion agencies C. Direct-response agencies D. Public relations firms

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Chapter 02 - Organizing for IMC: Role of Agencies

81. ________ specialize in the development and management of sweepstakes, refund and rebate offers, and incentive programs. A. Sales promotion agencies B. Direct response agencies C. Lottery corporations D. Interactive agencies

82. Cheerios has a sweepstakes on their boxes where consumers can win a family trip to Disney World. They hired a ________ to develop the creative, negotiate the trip costs, and administer the prizes. A. creative boutique B. mid-range agency C. sales promotion agency D. direct-response agency

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 02-03 Review the functions of specialized marketing communication organizations. Topic: 02-14 Sales Promotion Agencies

83. A(n) ________ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity, image, and affairs with consumers and other relevant publics. A. public relations firm B. advertising agency C. media mix organization D. direct-response agency

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Chapter 02 - Organizing for IMC: Role of Agencies

84. Publicity seeks to gain positive ______. A. profit margins B. brand recall C. media mentions D. sales returns

85. A typical direct-response agency is divided into three main departments: A. creative, media, and research B. account management, media, and research C. account management, creative, and media D. creative, media, and production

86. The brand manager for Carnation Evaporated Milk wishes to run a holiday cookie contest to find consumers' best recipes. The creator of the best recipe will win a trip to Paris, France. Most likely, Carnation will hire a(n) ________ to plan and execute the campaign. A. public relations firm B. advertising agency C. sales promotion agency D. contest house

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Chapter 02 - Organizing for IMC: Role of Agencies

87. Which of the following statements about the development of interactive media is NOT true? A. Traditional advertising agencies tend not to develop interactive media capabilities. B. Many marketers are using specialized interactive agencies to develop their interactive media. C. Interactive agencies range from smaller companies that specialize in website design and creation to full-service interactive agencies. D. Full-service interactive agencies provide various services including strategic consulting regarding the use of the Internet and online branding, technical knowledge, systems integration, and the development of e-commerce capabilities.

88. Many agencies are moving toward offering more integrated marketing communication (IMC) services: A. because they want to maintain control of the entire promotional process because it leads to more synergy among the various communication elements B. even though it is less convenient for a client to coordinate all of its promotional efforts with one agency C. because an agency with integrated marketing communication capabilities can create a number of different images of the product to appeal to all relevant publics D. although effecting economies of scale and synergy is difficult, especially on large budget campaigns

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 02-04 Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agencyclient responsibilities and partnerships. Topic: 02-19 Integrated IMC Services

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Chapter 02 - Organizing for IMC: Role of Agencies

89. Which of the following is NOT a benefit of integrated IMC services? A. Clients maintain control of the entire promotional process and achieve greater synergy among each of the program elements. B. It is more convenient to coordinate all of its marketing efforts through one agency. C. An integrated approach creates one voice or a broad theme to address all audiences. D. Agency personnel have expertise in particular aspects of the process and therefore are inclined to consider all variables in the planning decision.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 02-04 Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agencyclient responsibilities and partnerships. Topic: 02-19 Integrated IMC Services

90. Which of the following results were found in a U.S. survey on agency-client relationships? A. Agencies and clients tend not to trust one another, as profits seem to guide promotional planning. B. Results would be improved through better briefings from clients and a more thorough agency understanding of the client's business and situation. C. Clients should not be overly focused on creative strength when making an agency selection. D. Stronger results were more often delivered in dynamic, short-term situations than in longterm relationships.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 02-04 Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agencyclient responsibilities and partnerships. Topic: 02-21 Agency-Client Relationships

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

Chapter 03 Consumer Behaviour and Target Audience Decisions

Multiple Choice Questions 1. Consumer behaviour is defined as: A. conspicuous consumption B. the process people engage in when searching, selecting, and using products and services that they need C. the act of physically purchasing a product D. the act of making a final decision as to which product to purchase

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-01 Consumer Decision-Making Process

2. _____ is the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services so as to satisfy their needs and desires. A. Exchange B. Consumer behaviour C. Conspicuous consumption D. Learning

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

3. The consumer decision- making process is not always linear like the arrows suggest. Each of the following statements adds to this argument that EXCEPT: A. Consumers may backtrack to a previous stage as information is acquired. B. The process is actually a meandering journey, with consumers going from store-to-store to get the best deals. C. The process is more continuous, as post purchase evaluation may lead to pre- purchase anticipation at some point in the future. D. Mobile technology allows consumers to experience all stages anywhere at any time.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-01 Consumer Decision-Making Process

4. _____ is the first stage in the consumer decision making process. A. Internal search B. External search C. Need recognition D. Alternative evaluation

5. Steven rides his bicycle everywhere. It is his sole method of transportation, so he does everything necessary to keep it in top running condition. When the chain started to slip a little, he knew that the bike needed to be taken in for servicing at his local bike shop. At this point, Steven was in the _____ stage of the consumer decision-making process. A. internal search B. need recognition C. external search D. post purchase evaluation

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

6. Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake but made with yogurt instead of milk. Even though its marketers tried to use marketer-induced need recognition, the product failed in large measure because: A. consumers did not see a need for the product. B. It is difficult for marketers to induce need recognition. C. consumers do not engage in novelty-seeking behaviour. D. need recognition does not occur with new products.

7. Oral B markets an indicator toothbrush that reminds consumers when they need to replace their old worn brushes. This strategy is focused to push consumers to thinking they are at what stage in the purchase cycle? A. Need recognition B. Internal search C. Alternative evaluation D. Purchase

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

8. Need recognition can be considered to be partially caused by a difference between the consumer's _______. A. attitudes and responses B. ideal state and actual state C. view of the world and their place in it D. past and current consumption patterns

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

9. A ______ is a felt need that is shaped by a person's knowledge, culture, and personality. A. self-actualization B. want C. purchase D. habit

10. New needs might arise from each of the following EXCEPT: A. Improved financial position B. Dissatisfaction with a currently used product C. Increased hours spent on social media comparing yourself to your friends D. Change in lifestyle or stage of life

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

11. _____ are factors that compel or drive a consumer to take a particular action. A. Motives B. Impulses C. Wants D. Temptations

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

12. According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is related to _________. A. physiological B. social C. self-actualization D. esteem

13. Lower level needs such as hunger and thirst are important to marketers because these needs: A. are the hardest to satisfy B. are an ongoing source of motivation for much or most of consumer purchase behaviour C. offer marketers a basis for differentiating their products D. are the source for most market development strategies

14. The headline for the Allstate Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ needs as defined by Maslow's hierarchy. A. physiological B. social C. esteem D. safety

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

15. If you look around campus you will see many students wearing similar outfits, using similar electronic devices, even eating and drinking the same things. Maslow's theory would attribute these trends to ______ needs. A. physiological B. safety C. social D. self-actualization

16. The level of need which a particular product satisfies may vary by consumer. A good example of this is: A. Mark wears the same name-brand boots as other members of the chess club. B. Juan and Maria both bring their lunch to school, but Maria's lunch contains a Motts fruit cup for a snack whereas Juan prefers Pringles chips. C. Celine has finally retired and can now devote time to the local theatre group. D. Tammy buys a new Canada Goose jacket because it's the latest trend, whereas Jessica buys it for its superior protection when winter camping.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 03-01 Describe the consumer decision-making process and demonstrate how it relates to marketing communication. Topic: 03-02 Need Recognition

17. After determining the need for a product, the next stage in the consumer decision- making process is: A. attitude formation B. alternative evaluation C. information search D. motivation to purchase

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

18. An external information search might include each of the following EXCEPT: A. past outcomes from using the brand B. the opinions of friends and relatives C. advertising and/or salespeople D. print media

19. On a trip to Vulcan, AB, Myra experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau for help and looked in the local yellow pages. Finally, she called a friend who used to live in Vulcan for his recommendation. Myra was obviously engaged in which stage of the consumer decision making process? A. Need recognition B. Information search C. Alternative evaluation D. Purchase decision

20. _____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives. A. Internal search B. External search C. Alternative evaluation D. Post purchase evaluation

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

21. Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at Future Shop many questions before purchasing a stereo receiver. These activities are examples of: A. internal search B. external search C. post purchase evaluation D. problem clarification

22. If a person is in a rush to order a pizza as they work late on project at work and they remember the jingle for Pizza they are relying on what type of information search? A. External B. Internal C. Mnemonic D. Alternative

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-04 Alternative Evaluation

23. _____ is formed by a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. A. Information search B. Problem solving C. Perception D. Integration

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-05 Purchase Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

24. Perception is an important consideration for ad creation. Dior perfume used scent strips in its print ads and a caterer mailed free taste samples to potential clients to influence _____ and to increase the probability that the ad will be noticed. A. the level of sensory input B. consumer personality C. perception retrieval D. subliminal perception

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-05 Purchase Decision

25. ______ occurs when the consumer chooses to focus attention on certain stimuli while excluding others. A. Selective attention B. Selective exposure C. Subliminal perception D. Selective comprehension

26. Daria is listening to music on her car radio. When a commercial comes on, she changes the station. Daria is engaging in: A. selective attention B. selective exposure C. selective retention D. subliminal perception

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-05 Purchase Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

27. _____ occurs when Betty elects to read only the book section of the National Post Saturday newspaper and not look at the other sections of the paper. A. Selective attention B. Selective exposure C. Selective retention D. Subliminal perception

28. The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as: A. selective exposure B. selective comprehension C. selective retention D. subliminal perception

29. The Energizer bunny, the "Loving it" McDonalds jingle, and the Mr. Peanut character used by Planters' Peanuts are all examples of: A. cues B. persuaders C. trigger points D. mnemonics

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

30. Symbols, rhymes, association, and images that assist in the learning and memory processes are known as: A. cues B. mnemonics C. trigger points D. persuaders

31. Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1800-HILTONS. The telephone number is based on: A. a subliminal technique B. classical conditioning C. reinforcement theory D. a mnemonic

32. Every afternoon at about 3 o'clock, Neil buys a cold drink. He either buys a Coca-Cola, a Mountain Dew, or a Minute Maid lemonade. He will not buy any other brand or type of soft drink because the three drinks make up his: A. decision criteria B. brand attribution list C. evoked set D. subliminal choices

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

33. The brands identified by the consumer as purchase options to be considered is called a(n): A. evoked set. B. decision criteria. C. brand attribution list. D. choice subset.

34. _____ refer to specific events or outcomes that consumers experience when a product or service is purchased and/or consumed. A. Evaluative criteria B. Attribute assignments C. Dissonance motives D. Consequences

35. An example of functional benefit is: A. the taste of a soft drink B. the number of people you know who own the brand C. the product photo in a magazine ad D. the model number of a plasma TV

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

36. Concrete outcomes of product usage that are tangible and directly related to product performance are: A. experiential benefits B. psychological benefits C. functional benefits D. evaluative proofs

37. Marketers of new brands or brands with low market share need to _______ in order to break into their target's evoked set. A. advertise more B. focus on gaining awareness among consumers C. lower their prices D. use advertising more effectively

38. Which of the following attributes are probable evaluative criteria that students use to purchase a new smart phone? A. advertising on popular YouTube channels B. price, styling, and camera quality C. a favourite with bloggers D. availability in local electronics stores

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

39. The brand image that Coca-Cola's recent slogans "Open Happiness" and "Taste the Feeling" are intended to amplify the ______ of the product. A. experiential benefits B. refreshing cola taste C. value proposition D. long-standing heritage

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-04 Alternative Evaluation

40. Four Seasons Hotels offer their guests a choice of pillow (soft vs. hard), depending on their personal preferences and sleep habits. Which of the following statements does this policy represent? A. Four Seasons spends more on guest satisfaction in the hopes of building brand loyalty. B. By offering the service attribute of a particular pillow, Four Seasons hopes prospective guests will recognize the performance benefit of a better night's sleep. C. Special pillows are a benefit of staying at the Four Seasons Hotel. D. Many people making the decision on which hotel to book consider pillows to be a key criterion.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-04 Alternative Evaluation

41. _____ is a construct or notion that represents an individual's overall feelings or evaluation of an object. A. A motive B. A need C. A perception D. An attitude

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

42. Marketers try to positively influence consumers' evaluation of their products because research shows a strong link between attitudes and ______. A. motives B. value consideration C. purchase behaviour D. needs

43. _____ is a predisposition to buy a certain brand. A. A purchase decision B. A purchase intention C. Affective behaviour D. Satisfaction

44. _____ is a preference for a particular brand that results in its repeated purchase. A. A purchase intention B. Satisfaction C. Cognitive dissonance D. Brand loyalty

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

45. Bryan Nixon owns several apartments. Having tried some other appliance brands in his rental apartments and been dissatisfied with their short life span, Nixon will now only purchase Maytag brand appliances to go into his apartments. Nixon's repeat purchases of Maytag appliances indicate: A. the existence of cognitive dissonance B. the absence of any affect referral decision rule C. strong brand loyalty D. extensive decision making and strong psychosocial consequences

46. Marketers strive to develop and maintain brand loyalty by doing all of these things EXCEPT: A. Dropping the requirement for reminder advertising expenditures as they know the brand already B. maintaining prominent shelf positions and displays in stores C. running periodic promotions to deter customers from switching brands D. using loyalty programs such as Air Miles

47. A judgement that consumers make with respect to the pleasurable level of consumptionrelated fulfillment is more simply known as: A. subliminal choice B. satisfaction C. brand loyalty D. positive reinforcement

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

48. Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through: A. motive stimulation B. subliminal perception C. integration processes D. affective reasoning

49. Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called: A. formal integration strategies B. heuristics C. formalized group norms D. problem-solving consequences

50. Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using: A. the affect referral decision rule B. cognitive input/output C. psychosocial consequences D. non-qualitative evaluative criteria

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-09 Target Audience Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

51. Each of the following statements about the post purchase evaluation process is correct EXCEPT: A. Feedback acquired from actual use of a product will influence the likelihood of future purchases. B. Positive performance leads to retention of the product in a consumer's evoked set. C. Consumer decisions are rarely influenced by the cognitive dissonance of others; they prefer to form their own opinions. D. Unfavourable outcomes may lead to the formation of negative attitudes about the brand.

52. Which circumstance will likely create the most cognitive dissonance? A. Buying a new WIFI router that never works and not returning it because you lost the receipt. B. Buying a sweatshirt that you like but having it no longer fit two months later because you lost weight. C. Buying coffee creamer that you forgot in your car in the summer. D. Buying fertilizer for your lawn and not reading the directions and over fertilizing to the point of burning your lawn.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 03-02 Contrast how the consumer decision-making process varies for different types of purchases. Topic: 03-06 Post-purchase Evaluation

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

53. A feeling of post purchase doubt or psychological tension that a consumer experiences after making a difficult purchase choice is called: A. subliminal anxiety B. dissatisfaction C. cognitive dissonance D. negative reinforcement

54. Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by: A. routine response behaviour B. limited problem solving C. extended problem solving D. cognitive learning

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-07 Types of Decision Making

55. For which of the following situations is a consumer's purchase behaviour likely to be characterized by extended problem solving? A. The purchase of a laundry detergent. B. The purchase of a new pair of running shoes by a consumer who runs regularly. C. The selection of a restaurant for lunch with friends. D. The first-time purchase of a personal computer by a student with no prior knowledge of PCs.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-07 Types of Decision Making

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

56. A product manager for a new brand of laundry detergent must: A. increase problem recognition for detergent purchases B. interrupt consumers' routine choice behaviour and get them to consider a new brand C. maintain a lower price than competitors D. create pioneering advertising

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-07 Types of Decision Making

57. A group whose presumed perspective or values are used by an individual as the basis for his judgments, opinions, and actions is a: A. subculture B. social class C. reference group D. demographic group

58. Alicia does not want to wear that particular brand because those people who wear it at her school are known for taking drugs. This is a _______ group A. dissociative B. disconnected C. confrontational D. segregated

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

59. Reference groups to which one would like to belong are called _____ groups. A. aspirational B. associative C. acquisitive D. integrated

60. Reference group members play many roles in the purchase decision-making process. Which of the following is NOT one of those roles? A. The initiator B. The associate C. The influencer D. The consumer

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 03-03 Compare the similarities and differences of target market and target audience. Topic: 03-08 Group Decision Making

61. The first step in the target market process is to: A. select a target market B. segment the market C. determine the marketing positioning strategy D. develop new products

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-10 Marketing Planning Process

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

62. ______ describe(s) the group of consumers toward whom an overall marketing program is directed. A. Demographics B. Millennials C. Audience D. The target market

63. When television stations sell advertising, time based on age categories of viewers, they are using _____ segmentation. A. demographic B. psychographic C. geographic D. behavioural

64. Which of the following is like the LEAST effective potential basis for segmenting the consumer market for bran muffin mixes? A. age B. rate of use of muffin mixes C. home ownership D. lifestyle

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

65. Lester's Smoked Meat is very popular in Montreal, but not as popular in the rest of Canada. Given this information, Lester's should use _____ segmentation. A. demographic B. personality C. geographic D. behaviouristic

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

66. Division of the market based on age, sex, family size, income, and other measurable characteristics is known as: A. demographic segmentation B. psychographic segmentation C. quantified aggregation D. lifestyle aggregation

67. All of the following are demographic factors EXCEPT: A. age B. family size C. income D. product usage

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

68. Ads for consumer finance companies are often aimed at people making $25,000 or less annual salaries. Consumer finance companies are using _____ segmentation. A. geographic B. demographic C. lifestyle D. behaviouristic

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

69. An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. A. geographic B. demographic C. lifestyle D. behaviouristic

70. An ad for Nivea skin cream which is used by women states that the cream allows you to "give your skin back its own wrinkle control." This ad is using _____ segmentation. A. behaviouristic and benefit sought B. benefit sought and demographic C. psychographic and behaviouristic D. demographic and psychographic

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

71. _____ divides a market on the basis of lifestyles. A. Leisure marketing B. Psychographic segmentation C. Benefit segmentation D. Behaviouristic segmentation

72. The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse himself or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of _____ segmentation. A. psychographic B. demographic C. behavioural D. usage

73. Psychographic segmentation considers values and lifestyle attributes based on an analysis of consumers' AIOs. This stands for: A. Actual involvement and openness to new brands B. Activities, interests and opinions C. Attitudes, initiatives and options D. Aspirations, inhibitions and other psychological barriers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

74. Psychographic segmentation considers each of the following variables EXCEPT: A. culture B. social class C. personality D. spending ability

75. _____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product. A. Benefit B. Demographic C. Behavioural D. Psychographic

76. Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates that ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation. A. benefit B. geographic C. personality D. usage

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

77. Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do. A. behavioural B. lifestyle C. demographic D. VALS

78. Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)? A. Behavioural B. Benefit C. Lifestyle D. Needs

79. _____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Usage C. VALS D. Lifestyle

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

80. An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation. A. benefit B. demographic C. usage D. VALS

81. The fact that some consumers want a toothpaste that fights cavities while others want a toothpaste that freshens their breath and whitens their teeth provides an opportunity for _____ segmentation in the toothpaste market. A. behavioural B. benefit C. psychographic D. demographic

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-11 Segmentation Variables

82. Volvo's strategy of emphasizing the safety of its cars in its advertising reflects a positioning strategy based on: A. benefit segmentation B. psychographic segmentation C. positioning by price/quality D. positioning by product class

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

83. _____ segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS) program. A. Demographic B. Psychographic C. Benefit D. Behaviouristic

84. _____ is the complexity of learned values, norms, and meanings shared by members of a society. A. Instinct B. Culture C. Learning D. Motivation

85. _____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviours can be grouped. A. Social class B. Target market C. Market segment D. Culture

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

86. Promotional planners differentiate between a brand's target market and the target audience. Which of the following statements is the best illustration of this concept? A. Some people prefer BMW's line of cars for the sleek styling and engineering. Others buy them to satisfy their esteem needs. B. Campbell Soup offers a variety of products. Some are ready-to-eat and others are best used as a recipe ingredient. C. Rimmel targets women aged 16-45 for their cosmetic products. They have engaged a popular blogger to review their new line of lipstick in the hopes that young social-media users will be enticed to try it. D. The overall demographic of "women" can be further broken down in terms of lifestyle, values, and interests as well as their geographic location.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 03-04 Identify the options for making a target audience decision for marketing communication. Topic: 03-17 Profile for IMC Tools

87. _____ are customers that buy the main brand, but also buy another brand in the product category within a given relevant time period. A. Brand loyalists B. Favourable brand switchers C. Other brand switchers D. New category users

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 03-05 Express why a profile of the target audience is important for message; media; and IMC tool decisions. Topic: 03-09 Target Audience Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

88. Campbell Soup wishes to maintain consistent consumer purchase and consumption behaviour without having to advertise too often or too heavily. They should focus their communications on: A. brand loyalists B. favourable brand switchers C. other brand switchers D. new category users

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 03-05 Express why a profile of the target audience is important for message; media; and IMC tool decisions. Topic: 03-09 Target Audience Decision

89. Oftentimes, changes in one's life lead a consumer to purchase products they have not used before. These consumers are considered to be: A. brand explorers B. favourable brand switchers C. window shoppers D. new category users

90. Jeff runs several times a week and believes that Nike running shoes are the best for his running style and the shape and size of his foot. Puma may consider it inefficient to advertise to Jeff because they consider him to be: A. a picky consumer B. a favourable brand switcher C. Strongly brand loyal to another brand D. unable to impress with their unique product features

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 03-05 Express why a profile of the target audience is important for message; media; and IMC tool decisions. Topic: 03-09 Target Audience Decision

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Chapter 03 - Consumer Behaviour and Target Audience Decisions

91. If an ad uses language or references to a lifestyle that is unfamiliar to the ____, there is less likelihood of it positively influencing potential customers A. consumer B. end user C. family size D. target audience

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 03-05 Express why a profile of the target audience is important for message, media, and IMC tool decisions. Topic: 03-15 Profile for Messages

92. Developing a(n) ________ allows the message to be more precisely delivered in a medium that has a higher proportion of the target audience. A. detailed profile of the target market B. a study of social media trends C. evaluation of past promotional activity D. substantial promotional budget

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Chapter 04 - Communication Response Models

Chapter 04 Communication Response Models

Multiple Choice Questions 1. The basic function of the elements of the integrated communication program is to: A. communicate with a firm's target audience B. convince customers to make a purchase immediately C. convince customers to pay a higher price for a product or service D. educate customers about the features of a product or service

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-01 A Model of the Communication Process

2. _____ is the passing of information, the exchange of ideas, or process of establishing a commonness of thought between a sender and receiver. A. Advertising B. Encoding C. Decoding D. Communication

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-01 A Model of the Communication Process

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Chapter 04 - Communication Response Models

3. Which of the following statements about effective communication is true? A. Advertising communication is effective because marketers are able to tell consumers how to interpret their messages within the context of the communication. B. For effective communication, marketers must understand the meanings that words and symbols attach to consumers and how these words and symbols are interpreted. C. Effective communication is unaffected by the reception environment. D. Effective communication is not affected by the amount of noise in communication pathway.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-01 A Model of the Communication Process

4. Which of the following is NOT a controllable variable in the communication process? A. Receivers B. Source C. Message D. Channel

5. Successful communication depends on all of the following EXCEPT: A. the nature of the message B. the interpretation of the message by the sender C. the environment in which a message is received D. the receiver's perception of the source of the message

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Chapter 04 - Communication Response Models

6. Which of the following is NOT a basic element of the communication process? A. Source B. Message C. Channel D. Integration

7. Putting thoughts, ideas, images or information together in symbolic form is called: A. encoding B. deciphering C. shaping D. decoding

8. When Sidney Crosby appears in a commercial endorsing Gatorade, the message source is: A. PepsiCo, the company that owns Gatorade B. the television program that the advertising provides financial support for C. Sidney Crosby D. The status of the NHL

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Chapter 04 - Communication Response Models

9. The communication process begins with the process of _____, which leads to the development of a _______ that contains the information or meaning a source hopes to convey. A. encoding; message B. encrypting; transmission C. encoding; response D. decoding; transmission

10. The source or sender of an advertising communication: A. is typically a salesperson or a selling agent of some sorts B. is never a nonpersonal entity C. is typically identified as the owner of the medium in which the communication appeared D. can be an individual or a nonpersonal entity such as the corporation

11. When marketers develop an advertising message, one of their primary goals is to encode the message: A. in a way that makes its message unique to each individual who is exposed to the ad B. so that it can only be understood by members of the target audience C. so that it will be understood and interpreted in a similar way by most consumers D. using nonverbal communication so as to eliminate problems with connotations and jargon

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Chapter 04 - Communication Response Models

12. The encoding process leads to the development of: A. a message B. noise C. a channel D. feedback

13. Which of the following statements best illustrates how important the source of a message can be to a communication campaign? A. Nike is a well-known, successful brand. B. When photos of Olympic swimmer Michael Phelps smoking marijuana appeared on social media, many of his sponsors cancelled his contracts. C. Many perfume brands employ famous, beautiful actresses to represent them in advertising. D. Consumers only pay attention to spokespersons with whom they are familiar.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-03 Encoding

14. Each of the following statements about an advertising message is true EXCEPT: A. advertising messages can be verbal or nonverbal. B. advertising messages cannot be purely visual. C. advertising messages are generally put into a transmittable form that is appropriate for the channel of communication being used. D. the effectiveness of an advertising message may be determined by the impression or image it creates rather than the information it contains.

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Chapter 04 - Communication Response Models

15. The _____ is the method or medium by which communication travels from the source to the receiver. A. channel B. feedback mechanism C. source derivation D. message transmitter

16. Which of the following is an example of a personal channel of communication? A. Online customer service personnel B. Newspaper C. Radio D. Magazines

17. Riley told Terry and Bill, Terry told Melissa, and Melissa told Gwen, Andrew, and Beryl that the new Chinese restaurant in town had authentically prepared Chinese dishes. This word-of-mouth took place via a(n) _____ channel of communication. A. individualized B. nonpersonal C. personal D. verbal

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-05 Non-Personal Channel

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Chapter 04 - Communication Response Models

18. Two-way communication between a brand and its consumers on social media such as Twitter, Facebook and blogs are examples of a(n) _____ channel of communication. A. individualized B. nonpersonal C. personal D. verbal

19. Honda broadcasts a commercial during "Law & Order," a TV program that is seen by a large number of viewers. The broadcasting of this ad takes place in a(n) _____ channel of communication. A. individualized B. nonpersonal C. personal D. verbal

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-05 Non-Personal Channel

20. Loblaws supermarkets buy an insert with product information and a coupon to go into Saturday's Toronto Star. The newspaper is read by over 100,000 people. The newspaper is an example of a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. direct response

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Chapter 04 - Communication Response Models

21. Nonpersonal channels of communication include: A. the neighbour who offers you advise on a car purchase. B. salespeople, relatives, and spokespeople. C. reference groups, sales clerks, and telemarketers. D. online television broadcasts, radio, newspapers, and magazines.

22. Arvin believes that using personal channels will be most effective for communicating the launch of his new restaurant. He should employ each of the following methods EXCEPT: A. billboards in his neighbourhood. B. visiting local school groups and seniors centres. C. promoting current, and asking for new, menu suggestions over Facebook and Twitter. D. rewarding his kitchen and wait staff for recommending the restaurant to their friends and families.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 04-01 Explain the elements of the communication process and identify the role of marketing communication. Topic: 04-06 Personal Channel

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Chapter 04 - Communication Response Models

23. Which of the following statements about word-of-mouth (WOM) communication is NOT TRUE? A. Marketers will target trendsetters and other influencers because consumers tend to listen to others' opinions about a brand. B. Both opinion leadership and opinion seeking contribute to online forwarding and chatting about a message. C. Electronic WOM tends to cut down overall shopping time and time spent considering a product purchase. D. Non-loyal customers may be more responsive to marketing campaigns designed to encourage them to spread the word about a product.

24. _____ is the process of interpreting a sender's message into thought. A. Decoding B. Encoding C. Channeling D. Responding

25. Which of the following communication processes will most likely be influenced by the experiences, perceptions, attitudes, and values of the message recipient? A. Encoding B. Decoding C. Noise D. Transmission

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Chapter 04 - Communication Response Models

26. The field of experience of the receiver most heavily influences which component of the communication process? A. Decoding B. Message C. Feedback D. Noise

27. The experiences, perceptions, attitudes, and values a consumer brings to a communication situation is referred to as his or her: A. field of experience. B. common ground. C. source characteristics. D. selective perceptions.

28. Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. Freshness is the message that the ad is supposed to deliver, but if Dick and Bella Lestor think the ad is simply showing people being rude and boorish, then in terms of the communication process, the Lestors have _____ the message improperly. A. encoded B. interpreted C. decoded D. channeled

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29. The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish: A. feedback mechanisms B. response hierarchies C. common ground D. fields of experience

30. The source and receiver each have a frame of reference that they bring to the communication situation. Effective communication is more likely when there is some _____ between the two parties. A. interpretative link B. feedback mechanism C. common ground D. field of experience

31. _____ is any unplanned distortion or interference in the communication process. A. Selective perception B. Noise C. Feedback D. Blocking

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Chapter 04 - Communication Response Models

32. Marius is watching a suspenseful TV program with a group of friends. During the commercial break everyone starts discussing the show, and he cannot hear the commercials even though he really wanted to hear the Molson Canadian commercial. Marius's inability to receive the Molson Canadian message is an example of which element of the communication process? A. Encoding B. Decoding C. Feedback D. Noise

33. Travis missed the small ad for Walker Nursery in the newspaper today because his attention was distracted by a colourful ad for an estate sale that was on the same page. In terms of the communication process, the ad for the estate sale kept Travis from seeing the plant nursery ad and acted as: A. noise B. a decoding block C. negative feedback D. a receptor block

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Chapter 04 - Communication Response Models

34. Which of the following would NOT be considered "noise" in the communication process? A. A competitor's glossy magazine ad compared to your one-colour newspaper ad B. A decrease in your advertising expenditure versus last year C. The use of a sign, symbol or words that are unfamiliar to the target audience D. The preponderance of commercials during a popular TV show

35. ______ is the part of the receiver's response that is communicated back to the sender. A. Feedback B. Noise C. Reciprocity D. Encoding

36. Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message? A. Encoding mechanisms B. Feedback C. Noise filters D. The channel

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Chapter 04 - Communication Response Models

37. An ad for The Westin Hotel in Ottawa contains an 800-number that people interested in reserving rooms at the hotel or knowing more about the hotel can call. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of: A. feedback B. qualitative research C. noise filtering D. decoding

38. Bob Smythe sells women's clothes and is making a sales presentation to the buyer at a major department store. Which of the following would NOT be considered a form of feedback that Smythe might receive from the buyer? A. The questions the buyer asks B. The nonverbal responses the buyer makes such as frowns or gestures C. The buyer's availability to meet at short notice D. The size of the order the buyer is willing to make

39. The element of the communication process that closes the loop in the communication flow and allows the sender to monitor how a message is being received and interpreted is: A. encoding B. feedback C. reception D. response

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Chapter 04 - Communication Response Models

40. For most marketers, the ultimate form of feedback is: A. use of reply cards B. store visits C. sales D. consumer inquiries

41. Counts of customer visits to a store, consumer inquiries, coupon redemption, and recall of advertising are all possible forms of: A. personal communication B. feedback C. noise D. decoding mechanisms

42. Visits to websites, participation in contests, digital forwarding of ads or stories, and Facebook engagement are all possible forms of: A. interpersonal communication B. electronic commerce C. feedback D. decoding mechanisms

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Chapter 04 - Communication Response Models

43. The AIDA model is often used to represent what ideally happens during: A. personal selling B. the decoding of direct marketing advertising pieces C. sales promotions D. the introduction of innovative new consumer products

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-10 Response

44. Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware that such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized they wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model. A. hierarchy of effects B. AIDA C. learning D. adoption response

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-10 Response

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Chapter 04 - Communication Response Models

45. The _____ model is a response model that was developed for setting and measuring advertising objectives. A basic premise of this model is that advertising effects don't happen instantly and occur over a period of time A. AIDA B. hierarchy of effects C. information processing D. diffusion rate

46. The hierarchical model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model. A. information processing B. hierarchy of effects C. AIDA D. innovation-adoption

47. Which of the following response hierarchy models depicts consumers as going through the stages of awareness - knowledge - liking - preference - conviction - purchase? A. The AIDA model B. The hierarchy of effects model C. The information processing model D. The purchaser learning model

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Chapter 04 - Communication Response Models

48. Which of the response models would involve a customer retaining knowledge of a Cineplex app so they are able to go to the app any time see a movie with their friend? A. The AIDA model B. The hierarchy of effects model C. The information processing model D. The low involvement model

49. Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver? A. The AIDA model B. The hierarchy of effects models C. The low involvement model D. The information processing model

50. Nike conducts a marketing research study and finds that the majority of consumers can recall the company's "Just do it" ad slogan. Nike can safely assume that consumers: A. appear to be aware of Nike's advertising. B. have favourable attitudes toward Nike. C. understand the advertising message Nike is trying to communicate. D. will probably buy Nike athletic shoes.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

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Chapter 04 - Communication Response Models

51. Which of the following statements describes how the traditional hierarchy of effects model can be used as a measure for advertising effectiveness? A. Consumers must pass through each stage before making a purchase. B. Awareness and recall are the most important measures of ad effectiveness. C. The stages of the hierarchy offer useful intermediate measures of advertising effectiveness. D. The hierarchy is not useful because sales are the only appropriate goal of advertising.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

52. Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioural D. conative

53. Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioural D. motivational

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Chapter 04 - Communication Response Models

54. During the 2016 Olympics, Royal Bank of Canada aired heart-warming ads showing athletes who had received financial assistance in order to train and compete. RBC is hoping to influence consumers in the _______ stage of the response process. A. cognitive B. affective C. behavioural D. purchase

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

55. The three traditional hierarchy response models all consistently view that the consumer moves through three stages, even though the steps may vary. These stages, in order, are: A. affective, cognitive, purchase B. knowledge, attention, conviction C. awareness, interest, desire D. cognitive, affective, behavioural

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-15 Implications of the Traditional Response Hierarchy Models

56. According to the __________, the consumer is an active participant in the communication process and gathers information through active learning. A. standard learning hierarchy B. low-involvement hierarchy C. dissonance/attribution model D. maximum likelihood model

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57. For which of the following products would an advertiser be more likely to use the standard learning model to explain the consumer decision-making process? A. Can of Pepsi B. Pickup truck C. Garden rake D. Computer disk

58. The _____ model explains the purchase decision making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands. A. standard learning B. dissonance/attribution C. hierarchy of needs D. Emotional response

59. According to the dissonance/attribution model, the consumer passes through which of the following response sequence during the decision-making process? A. Learn ®feel ®do B. Feel ®learn ®do C. Do ®feel ®learn D. Do ®learn ®feel

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Chapter 04 - Communication Response Models

60. According to the _____ model, the major impact of the mass media occurs after the purchase is made. A. low-involvement B. standard learning C. dissonance/attribution D. cognitive response

61. According to the _____ hierarchy, advertisers of products like light bulbs, ketchup, computer paper, nail clippers, and other items bought without a lot of thought need to use heavy repetition strategy. A. three-orders response B. dissonance-attribution C. low-involvement D. high-involvement

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 04-02 Contrast traditional and alternative response hierarchy models and identify their implications for advertising. Topic: 04-16 Alternative Response Hierarchy Models

62. For which of the following products would an advertiser be more likely to use the lowinvolvement hierarchy to explain the consumer decision making process? A. Bar of basic soap B. Digital camera C. Yard landscaping D. Wedding dress

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63. Which response hierarchy views the consumer as engaging in passive learning and random information catching? A. Standard learning B. Low-involvement C. Dissonance/attribution D. Informative processing

64. Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective. A. products characterized by a low-involvement response hierarchy B. products characterized by high-involvement response hierarchy C. consumer durables that require detailed information D. services where differentiation is important

65. Marketers of _____ often must communicate with passive and uninterested consumers who may focus more on non -message elements such as music, slogans, and jingles than on message content. A. employment services B. ketchup, mustard, margarine, and soy sauce C. personal computers D. x-ray machines, road building equipment, and walk-in refrigeration units

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66. The various models that show how consumers respond to advertising and other forms of marketing communication show that: A. consumers are generally highly involved in the response process and engage in active information processing B. consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising C. the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations D. it is important that marketers try to determine which type of response process is most likely to occur so that they can tailor their programs to favourably influence consumer response

67. Although there is no single precise definition of consumer involvement, most conceptualizations of it focus on: A. consumer wants B. consumer motives C. personal goals D. personal relevance

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Chapter 04 - Communication Response Models

68. _____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication. A. Cognitive responses B. Affective responses C. Elaborations D. Conative impressions

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-03 Review the specifics of the receiver's processing of marketing communication. Topic: 04-21 Cognitive Response Model

69. Molly saw a television commercial that said that a specific brand of pain reliever was much more effective than the brand she had used and trusted and had worked well for her for the last twenty years. As a result of this commercial, Molly is likely to engage in: A. support arguing. B. counter arguing. C. negative dissonance. D. source blockage.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 04-03 Review the specifics of the receiver's processing of marketing communication. Topic: 04-21 Cognitive Response Model

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Chapter 04 - Communication Response Models

70. The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. Someone who knew something about how these additives work might respond to the ad by thinking, "If it has both those ingredients, it must be really good for my skin. I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a: A. negative ad execution thought. B. support argument. C. counterargument. D. positive execution thought.

71. Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. Freshness is the message that the ad is supposed to deliver. When Dick and Bella Lestor saw the ad, Dick said to Bella, "That ad is simply showing people being rewarded for being rude and boorish. How could any company think that sort of ad would appeal to decent people?" Dick's comment about the ad source represents a: A. negative ad execution thought. B. source derogation. C. counterargument. D. positive execution thought.

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Chapter 04 - Communication Response Models

72. Negative thoughts about a spokesperson in an ad are called: A. source derogations B. counterarguments C. source blockages D. message blockages

73. John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes. John thinks to himself, "Boy, is LeBron ever juvenile and obnoxious. I wouldn't buy anything he promotes." This is an example of a: A. counterargument B. support argument C. source derogation D. message blockage

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 04-03 Review the specifics of the receiver's processing of marketing communication. Topic: 04-21 Cognitive Response Model

74. Some people have questioned the fact that Nike maintained their endorsement contract with Tiger Woods after his personal "fall from grace". The ill feelings that some people have towards him and his behaviour could be an example of: A. source derogation B. counterargument C. source blockage D. message blockage

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Chapter 04 - Communication Response Models

75. Of the categories of cognitive responses discussed in the text, which is most likely to predict a viewer's attitude toward the ad? A. Product/message thoughts B. Ad execution-related thoughts C. Brand attitudes D. Purchase intention thoughts

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-03 Review the specifics of the receiver's processing of marketing communication. Topic: 04-21 Cognitive Response Model

76. Which category of cognitive responses includes a message recipient's reactions to factors such as the creativity of an ad, the quality of the visual effects, colours, voice tones, and the like? A. Support arguments B. Source derogations C. Ad execution-related thoughts D. Attitude toward the brand

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 04-03 Review the specifics of the receiver's processing of marketing communication. Topic: 04-21 Cognitive Response Model

77. ______ is a term used to describe a message receiver's feelings of favourability or unfavourability toward an advertisement. A. Brand attitude B. Purchase intent C. Attitude toward the ad D. Source derogation

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Chapter 04 - Communication Response Models

78. The _____ is a model that addresses the differences in the way consumers respond to persuasive messages. A. elaboration likelihood model B. 5-W's model of communication C. AIDA model D. cognitive response model

79. The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications influence: A. dissonance formation B. attributions C. attitudes D. group norms

80. The elaboration likelihood model (ELM) is a function of two elements. They are the ____ to process the message. A. encoding and decoding abilities B. motivation and ability C. knowledge and technical skills D. attitude and linguistics skills

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Chapter 04 - Communication Response Models

81. According to the elaboration likelihood model (ELM), under the _____ route to persuasion a receiver lacks the ability or motivation to process information A. central B. peripheral C. cognitive D. affective

82. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as: A. lacking the motivation to process a message B. having a low level of involvement and relying on imagery processing C. being a very active and involved participant in the communication process D. unlikely to engage in detailed cognitive processing

83. The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. With the peripheral route to persuasion: A. the message will be more likely received if a popular and likeable celebrity endorser is used B. the message should contain a lot of information C. the receiver is viewed as very actively involved in the communication process D. the quality of the message claims is more important than the spokesperson, headline, pictures, or music bed

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Chapter 04 - Communication Response Models

84. Arminda is watching a late-night TV show when a low-budget commercial for a local restaurant comes on the air. She is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information. Arminda is engaging in what type of message processing? A. Support arguing B. Central processing C. Peripheral processing D. Source blocking

85. Research on the elaboration likelihood model (ELM) has shown that: A. celebrities are effective peripheral cues in a high-involvement situation B. celebrities are effective peripheral cues in a low-involvement situation C. the quality of message arguments is likely to be very important in a low-involvement situation D. peripheral cues are more important than detailed messages in high-involvement situations

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Chapter 04 - Communication Response Models

86. Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. This might explain why the company would use which of the following advertising strategies? A. Create very detailed ads with a great deal of information about the causes of body odor B. Create detailed ads with strong message arguments about Gillette brands C. Create ads that are colourful and fun D. Create ads that pay more attention to information in the copy than executional elements such as visual imagery

87. The effectiveness of a celebrity endorser in an ad depends on: A. the receiver's involvement level B. the age of the celebrity C. the music, visuals, and copy that surround the celebrity's image D. whether the consumer uses the brand

88. ______ assumes that learning is an associative process with an already existing relationship between a stimulus and a response. A. Peripheral conditioning B. Instrumental conditioning C. Operant conditioning D. Classical conditioning

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Chapter 04 - Communication Response Models

89. Learning through ______ plays an important role in marketing. Buyers can be conditioned to form favourable impressions and images of various brands through the associative process. A. the elaboration likelihood model B. instrumental conditioning C. operant conditioning D. classical conditioning

90. _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space. A. Association B. Repetition C. Contiguity D. Generalization

91. _____ is likely to occur when a point-of-purchase display for OPI nail polish is teamed with a life-size portrait of Katy Perry, a woman many admire and want to emulate. A. Classical conditioning B. Psychological conditioning C. Affective modelling D. Cognitive conditioning

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Chapter 04 - Communication Response Models

92. According to a comprehensive literature review, what are the three critical intermediate effects between advertising and purchase in the consumers' response process? A. Awareness, affect, comprehension B. Cognition, affect, experience C. Cognition, preference, retention D. Attention, preference, retention

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-23 Conclusion Of Processing Models

93. A comprehensive literature review suggests that the effects of advertising should be evaluated using the following three dimensions: A. cognition, affect, and experience B. awareness, affect, and comprehension C. cognition, preference, and retention D. attention, preference, and retention

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-23 Conclusion Of Processing Models

94. ______ is a feedback dimension based on the outcomes of product purchase and usage. A. Knowledge B. Experience C. Motivation D. Preference

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-23 Conclusion Of Processing Models

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Chapter 04 - Communication Response Models

95. ______ refer to the lasting brand impressions that remain with the target audience after the target audience processes the message. A. Communication effects B. Awareness effects C. Retention effects D. Preference effects

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-24 Response Model for Managerial Decision Making

96. Two critical factors that influence how motivated or involved the audience would be when responding to promotional messages are: A. the popularity and fit of the celebrity chosen to represent the brand B. how new the product is, and whether the consumer has previous experience with it C. whether the product satisfies a high- or low-level need, and the brand's popularity among reference groups D. the consumer's previous brand experience and degree of brand loyalty

97. To attract new customers, a promotional manager may consider brand messages that: A. give less detail, in favour of catchy jingles and visuals B. support high-involvement processing C. include strong peripheral clues D. appeal to the consumer's intellectual capacity

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-20 Processing of Ad messages

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Chapter 04 - Communication Response Models

98. The Rossiter and Percy perspective summarize four communication effects for the target audience. They are: A. consumer memory, brand knowledge, feelings, and action B. level of involvement, brand attitude, reference group influence, and affective behaviour C. category need, brand awareness, brand attitude, and brand purchase intention D. choice, consumption, loyalty, and habits

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-26 Communication Effects of Messages

99. The four communication effects for the target audience summarized in the Rossiter and Percy perspective are category need, brand awareness, brand attitude, and ______. A. brand significance B. brand purchase intention C. brand recognition D. brand value

100. ______ is defined as a consumer's desire for a product category independent of the particular brand. A. Primary demand B. Competitive interest C. Category demand D. Alternative evaluation

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-04 Illustrate a response model for managerial decision making. Topic: 04-26 Communication Effects of Messages

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Chapter 04 - Communication Response Models

101. ______ involves the target audience's overall evaluation of the brand in relation to its ability to satisfy the reason why they want it. A. Brand preference B. Brand awareness C. Brand attitude D. Brand value

102. A study of the various consumer response models shows that each of the following factors in promotional decision making are true EXCEPT: A. Managers should plan for both the cognitive and the affective responses of the message receiver. B. Managers want to know if their messages are achieving the intended results of improving awareness or attitudes towards their brands. C. Managers need to have a detailed profile of the target audience to whom their messages are being directed. D. Managers should not be as concerned about a consumer's previous brand experience as much as the effect that the current message has on both previous and prospective buyers.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 04-05 Construct ideas on how the knowledge of a response model is used for IMC planning. Topic: 04-27 IMC Planning: Managerial Decision Making

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Chapter 04 - Communication Response Models

103. Which of the following statements about managerial decision making is not true? A. Managers should consider cognitive responses. B. Managers should consider affect responses. C. Managers should be concerned with long lasting effects of advertising. D. The primary characteristic that influences communication success appears to be the sender's previous brand experience.

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Chapter 05 - Objectives for the IMC Plan

Chapter 05 Objectives for the IMC Plan

Multiple Choice Questions 1. The purpose of setting specific marketing communication objectives is to: A. provide a benchmark against which the success or failure of the promotional campaign can be measured. B. make sure the advertising department doesn't go off in wild directions. C. have a method of determining when to delete products from the product line. D. forecast the market share level that can be attained by good advertising.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-02 Value of Objectives

2. To many marketing managers, the basic reason a firm spends money on advertising and promotion is to: A. position the company and its brands. B. create a positive corporate image. C. generate sales. D. create awareness of the company.

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Chapter 05 - Objectives for the IMC Plan

3. One key characteristic of good objectives is that they: A. can only be measured at the beginning of the campaign. B. specify a method and criteria for determining how well the promotional program is working. C. create memorable advertising. D. create awareness for the company.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-03 Marketing Objectives

4. Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives: A. will often have too many benchmark measures against which the success or failure of their programs can be assessed. B. may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign. C. will be able to save money since they won't spend too much time worrying about what they are trying to do. D. be more successful than companies that develop IMC programs with specific objectives.

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Chapter 05 - Objectives for the IMC Plan

5. _____ objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment. A. Sales B. Marketing C. Communication D. Organizational

6. Ace Computer has an objective of increasing its share of the home segment of the personal computer market by 5 percent during the upcoming year. This is an example of a(n) _____ objective. A. marketing B. organizational C. advertising D. functional

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Chapter 05 - Objectives for the IMC Plan

7. Which of the following is an example of a "smart" marketing objective? A. Heinz plans to increase ketchup sales in Ontario this year. B. Bob has been told by his manager to grow his number of clients this year. C. Skittles will target 17-year-old boys in order to increase consumption by 80,000 lbs. in the next calendar year. D. The purpose of Mr. Clean's advertising is to show home owners how it can be used to fight grime all around the house.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-03 Marketing Objectives

8. Each of the following is a strategy for stimulating sales through growth in the product category EXCEPT: A. encouraging non-users to buy the product. B. increasing consumption by current users. C. encouraging current users to use the product in different ways. D. providing various packaging sizes and formats.

9. In mature markets with limited growth, firms tend to focus on _____ as the key marketing objective. A. sales growth B. winning market share from the competition C. Increasing profit D. generating awareness

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-03 Marketing Objectives

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Chapter 05 - Objectives for the IMC Plan

10. When advertising doesn't have an immediate effect on sales but nevertheless increases brand awareness, we call this the ______. A. misaligned advertising B. consumer lack affect C. carryover effect D. SMART awareness

11. Achieving marketing objectives depends on the coordination and execution of _____. A. all marketing mix elements B. promotional elements across multiple vehicles C. regional channels D. non-specific corporate priorities

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Chapter 05 - Objectives for the IMC Plan

12. Many marketing managers prefer sales-oriented objectives for advertising for all of the following reasons EXCEPT: A. the reason a company spends money on advertising and promotion is to sell its products or services B. money spent on advertising and promotion can only show measurable results through sales and market share data C. sales-oriented objectives help get everyone involved in the promotional program to think about how advertising and promotion will increase sales D. objectives should be based on the achievement of sales results

13. Which of the following is NOT a likely problem for a manager who uses sales as a measure of advertising effectiveness? A. Sales offer little guidance or direction to those responsible for planning and developing the advertising program. B. There is often a long period between when advertising is run and when sales actually occur. C. Other marketing mix variables besides sales can affect sales results. D. The marketing and competitive environment have very little influence on sales.

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Chapter 05 - Objectives for the IMC Plan

14. Which of the following is an example of the carryover effect of promotional communication? A. Davis has seen many Honda ads on television, as well as on rink boards on NHL broadcasts. His car just broke down, and he will take a test drive this weekend at the Honda dealership based on the strong brand attributes he recalls. B. Betsy is tired of seeing ads for diapers, baby toys, and clothing, as she already has three grown children. C. Parveen tried a perfume sample in the fashion magazine she was reading and liked it so much that she purchased it the following weekend. D. Coke and Pepsi's battle for brand supremacy has been going on for decades, with their respective share of market both hovering around 45%.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-04 Sales Objective Debate

15. The use of sales as an advertising objective can be ineffective due to: A. the fact that it is easy to isolate the effects of advertising on sales. B. the fact that there is often a lagged effect whereby the effect of advertising on sales is not immediate. C. the fact that advertising objectives emphasizing sales are generally the best operational guides to decision making. D. the fact that they offer sufficient guidance for those responsible for planning and developing promotional programs.

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Chapter 05 - Objectives for the IMC Plan

16. Which of the following is NOT an uncontrollable environmental factor? A. The state of the economy and consumers' level of disposable income B. Laws and regulations affecting the industry C. The relative price of the item compared to the competition D. Changing consumer trends and preferences

17. The concept of advertising expenditures producing long term as well as immediate results is known as: A. the carryover effect. B. the communication effect. C. the halo effect. D. DAGMAR.

18. The carryover effect: A. has no impact on sales objectives. B. has no effect on the relationship between advertising and sales. C. encourages the use of nonspecific objectives. D. can be particularly long-lasting with mature, low-priced, and frequently purchased products.

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Chapter 05 - Objectives for the IMC Plan

19. As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding the target audience of how delicious Hellmann's has always tasted in a turkey sandwich. Your primary communication objective most likely is: A. to increase repeat purchases from brand loyalists. B. to remind new category users of how much they have enjoyed Hellmann's in the past. C. to educate other brand users about the use of mayonnaise. D. to convince non-mayonnaise users to eat more turkey.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-05 Behavioural Objectives

20. Michelin creates a TV commercial showing how their HydroEdge tires stop an average of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication objective most likely is: A. to increase repeat purchases from brand loyals. B. to persuade new car owners that they bought the wrong tires. C. to convince other tire brand users about Michelin's superior safety performance to ensure that their next purchase is a set of Michelin tires. D. to convince non-drivers to buy a car and put Michelin tires on it.

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Chapter 05 - Objectives for the IMC Plan

21. Before setting objectives for advertising and promotion, an organization should: A. conduct a situation analysis to identify marketing and promotional issues facing the firm. B. conduct surveys to develop the media objectives. C. develop creative objectives. D. develop communication goals.

22. Kraft distributes baking recipes on the labels of their peanut butter, in order to: A. show new peanut butter consumers what to do with it. B. steal away other brand loyals. C. encourage current users to consume more Kraft peanut butter. D. add value to the peanut butter purchase.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-05 Behavioural Objectives

23. Procter & Gamble wishes to encourage trial usage of Pampers diapers among new parents. An effective way to do this would be to: A. insert coupons into Pampers packages. B. create a strong comparison ad between Pampers and Huggies diapers. C. encourage testimonials from other parents. D. distribute free diaper samples to parents of newborns in the hospital.

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Chapter 05 - Objectives for the IMC Plan

24. Procter & Gamble wishes to encourage trial usage of Pampers diapers among parents who currently use another brand but might be willing to switch to Pampers. An effective way to do this would be to: A. insert coupons into Pampers packages. B. create a strong comparison ad between Pampers and Huggies diapers. C. encourage testimonials from other parents. D. distribute free diaper samples to parents of newborns in the hospital.

25. Which of the following statements best describes the relationship between marketing and communication objectives? A. Marketing objectives and communication objectives are synonymous. B. Communication objectives are derived from marketing objectives. C. For a successful campaign, communication objectives can be developed before or after the development of marketing objectives. D. There is no relationship between the two.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 05-01 Distinguish among marketing, behavioural, and communication objectives and identify the value of setting each type of objective. Topic: 05-06 Communication Objectives

26. DAGMAR is: A. a model of advertising goals based on communication tasks. B. a model of consumer behaviour. C. a method of setting sales objectives. D. the most often used method of setting objectives.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 05-02 Describe the historical approaches for setting communication objectives for advertising. Topic: 05-08 Defining Advertising Goals for Measured Results

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Chapter 05 - Objectives for the IMC Plan

27. _____ is an approach to setting advertising objectives, which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured. A. The hierarchy of effects model B. Zero based communications planning C. Inside-out communications planning D. DAGMAR

28. According to the criteria outlined in DAGMAR, which of the following is the best quantitative benchmark statement? A. Win new customers from our core competitor and increase sales volume by 15 percent. B. Increase the number of female millennials mentioning the brand name when asked for brand preference from 40 percent to 50 percent. C. Increase awareness of the brand in this calendar year. D. Increase sales revenue by 10 percent.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 05-02 Describe the historical approaches for setting communication objectives for advertising. Topic: 05-08 Defining Advertising Goals for Measured Results

29. Under the DAGMAR approach, the communication task is based on the hierarchical model ACCA, which stands for: A. audience, customer, consumer, acquisition. B. awareness, consideration, cost, achievement. C. awareness, comprehension, conviction, action. D. advertise, create, consume, act.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 05-02 Describe the historical approaches for setting communication objectives for advertising. Topic: 05-08 Defining Advertising Goals for Measured Results

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Chapter 05 - Objectives for the IMC Plan

30. According to DAGMAR, the basic function of advertising is to: A. create sales. B. communicate. C. generate action. D. change behaviour.

31. Under the DAGMAR model, a(n) _____ can be performed by, and attributed to, advertising rather than a combination of marketing factors. A. functional communication change B. communication task C. marketing task D. advertising benchmark

32. Using the DAGMAR approach, which of the following is NOT a stage of commercial communication? A. Awareness B. Conviction C. Action D. Sales

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Chapter 05 - Objectives for the IMC Plan

33. A new manufacturer of stereo speakers which has no brand awareness developed a statement of advertising objectives, which stated that the goal of the company's new ad campaign is "To make 30% of the audience aware of our new brand." This statement could serve as an example of a: A. benchmark measure. B. specific communications task. C. sales objective. D. short-term promotional objective.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 05-02 Describe the historical approaches for setting communication objectives for advertising. Topic: 05-08 Defining Advertising Goals for Measured Results

34. Successful communications objectives must be measurable, time specific, have benchmark measures and: A. a specific market share goal. B. be convincing to the sales force. C. Be focused on a well-defined target market. D. be different than the previous year's objectives.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 05-02 Describe the historical approaches for setting communication objectives for advertising. Topic: 05-08 Defining Advertising Goals for Measured Results

35. According to the DAGMAR model, which of the following is NOT a characteristic of a good objective? A. A good objective is concrete and measurable. B. A good objective specifies the target audience. C. A good objective specifies a time period for accomplishment. D. A good objective is based on sales results.

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Chapter 05 - Objectives for the IMC Plan

36. According to the DAGMAR model, a good advertising objective does NOT: A. target a diversified audience. B. specify a time period. C. indicate a starting point. D. specify degree of change sought.

37. Determining a target market's present level of awareness, knowledge, how much they like a product often requires the taking of _____ measures. A. quantitative awareness B. benchmark C. sales interval D. qualitative awareness

38. Before beginning its new advertising campaign, TD Canada Trust conducted a study to determine present consumer awareness and knowledge level of the bank and its services as well as consumers' perceptions of the bank's image. These are examples of: A. communication tasks. B. benchmark measures. C. DAGMAR objectives. D. marketing research goals.

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Chapter 05 - Objectives for the IMC Plan

39. Assume that the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds that 80 percent of its frequent travellers agree that the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that: A. the campaign was successful in changing perceptions regarding its service. B. the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service. C. its advertising is working. D. without benchmark measures, it will never know if the campaign was a success or a failure.

40. For which of the following advertising communication tasks should the specified time period required be the longest? A. Repositioning a brand B. Increasing brand awareness levels C. Creating knowledge regarding a brand attribute D. Increasing knowledge levels about a brand attribute

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Chapter 05 - Objectives for the IMC Plan

41. Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective, what is wrong with this objective? A. It does not contain a benchmark measure and statement of the degree of change sought. B. It does specify a specific time period for accomplishing the objective. C. It does not specify a well-defined target audience. D. Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

42. Which of the following is at the top of the communication effects pyramid? A. Awareness B. Knowledge C. Preference D. Purchase/repurchase

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Chapter 05 - Objectives for the IMC Plan

43. Managers who use the communications effects pyramid to set objectives believe that: A. lower-level objectives such as purchase, and reuse form the foundation of the communications program. B. the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension. C. advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge. D. advertising and promotion cannot accomplish lower-order objectives.

44. The hierarchy of effects model suggests that consumers move through a series of steps enroute to purchase. Which of the following shows the correct order of these steps? A. Awareness, Knowledge, Liking, Preference, Conviction, Purchase B. Awareness, Understanding, Preference, Liking, Agreement, Trial C. Knowledge, Trial, Preference, Word of Mouth, Conviction, Repurchase D. Knowledge, Awareness, Trial, Liking, Preference, Loyalty

45. According to the hierarchy of effects model, the overall percentage of prospective customers will _____ at the higher pyramid levels. A. increase B. decline C. come from current users D. be other brand switchers

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Chapter 05 - Objectives for the IMC Plan

46. Oreo wishes to create awareness of its new Swedish Fish (gummy candy) filled cookies. According to the hierarchy of effects model, which of the following would be an effective tool to use? A. Magazine ads in publications geared to their intended target audience B. Bonus packages in store, offering 20% more for the same price as regular Oreos C. Flashy video content on Oreo's website, showing Swedish Fish "swimming to a store near you" D. Sponsorship of 3-on-3 hockey and basketball tournaments, with signage and product sampling

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 05-02 Describe the historical approaches for setting communication objectives for advertising. Topic: 05-09 Communication Response Model Applications

47. The information processing model may be an effective framework for setting objectives and: A. determining whether consumers will follow through on their intended purchases. B. allocating the advertising budget appropriately. C. evaluating the effects of a promotional campaign. D. researching consumer needs.

48. According to the information processing model, which type of research/test would help determine the effectiveness of a campaign designed to target exposure to the message? A. Message recall tests B. Measurement of digital engagement views C. Indicators of purchase intent D. Actual purchase levels

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Chapter 05 - Objectives for the IMC Plan

49. McDonald's has developed a campaign to highlight their healthier menu items, such as the 290-calorie Egg McMuffin. In order to determine whether the target audience accepts that McDonald's does offer healthy food choices, according to the information processing model, which type of research/test should McDonald's employ? A. Message recall tests B. Listener, reader, viewer recognition tests C. Measurement of brand attitudes and purchase intent D. Changes in inventory levels

50. According to Rossiter & Percy's approach, the link between marketing objectives and communication objectives is: A. geared to sales figures. B. environmental analysis. C. measurement of brand attitudes and purchase intent. D. behavioural objectives.

51. Virgin Mobile is trying to reach consumers who never owned a cell phone. This is an example of: A. fulfilled need. B. category need. C. repressed need. D. unfulfilled need.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 05-04 Choose among the options for setting communication objectives and apply them when designing IMC recommendations. Topic: 05-16 Category Need

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Chapter 05 - Objectives for the IMC Plan

52. Marketers may have a __________ objective when communicating with their current customers who have previously purchased the brand and have the product in their home or work. A. brand-switching B. purchase-related C. category trial D. repeat-consumption

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional plan. Topic: 05-14 Repeat-Consumption Objectives

53. Brand ____________ is often referred to as unaided brand awareness when measuring. A. recognition B. unawareness C. objectives D. recall

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 05-04 Choose among the options for setting communication objectives and apply them when designing IMC recommendations. Topic: 05-17 Brand Awareness

54. Which of the following is the most plausible target audience when the main marketing objective is to increase market share? A. New category users B. Brand loyalists C. Other brand loyalists D. Brand switchers

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Chapter 05 - Objectives for the IMC Plan

55. Which of the following is the most plausible target audience when the main marketing objective is to increase sales volume? A. New category users B. Brand loyalists C. Other brand loyalists D. Other brand switchers

56. Which of the following behavioural objectives is more likely to be selected when a firm plans to increase its profit? A. Repeat purchase B. Brand trial C. Category trial D. Brand switching

57. Sprite soft drink sponsored "Flowrider" surfing exhibits at major summer events, offering free samples of their new citrus flavour to consumers who attended. The behavioural objective behind this campaign was: A. brand trial B. repeat purchase C. purchase timing D. brand awareness

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Chapter 05 - Objectives for the IMC Plan

58. Sara's donut shop aired a commercial with the tag line, "remember when you had your first Sara's donut". The behavioural objective is: A. brand re-trial B. repeat purchase C. purchase intent D. brand switching

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional plan. Topic: 05-11 Trial Purchase Objectives

59. Shahida Rampal owns a neighbourhood restaurant specializing in foods from her native India. Her research has shown that consumers in the area come to her restaurant 2 or 3 times a year, along with their visits to 4 or 5 other establishments nearby. She would like to entice these consumers to visit her restaurant at least one extra time over the course of a year. Her behavioural objective could be described as: A. brand trial B. purchase frequency C. purchase timing D. brand awareness

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Chapter 05 - Objectives for the IMC Plan

60. Steven owns a card and gift shop. Recent research shows that the average sale in his store is $7.50. That is, consumers on average spend $7.50 each time they visit. Steven has initiated a loyalty card program which offers one free greeting card for every 10 that a consumer buys in the hope that can increase his store's average sale to $8.50 per visit. This is an effective tactic to use with what kind of repeat purchase objective? A. Category building B. Purchase frequency C. Purchase amount D. Purchase timing

61. Brands increasingly encourage website visits, interaction with other customers on social media and viewing or posting videos in content communities. This digital fostering of brand experience is a current form of: A. brand experience B. multi-level marketing C. purchase timing D. shopper marketing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 05-03 Evaluate the options for setting behavioural objectives and apply them when constructing a promotional plan. Topic: 05-13 Shopping Objectives

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Chapter 05 - Objectives for the IMC Plan

62. Kool-Aid drink mixes face an interesting dilemma. A study of consumers' pantries in households with young children indicated that Moms have multiple packages of the product in the home. Until she makes up a pitcher or two of the drink, however, no further purchases will occur. Kool-Aid needs to initiate a program to encourage: A. brand trial B. repeat purchase C. repeat consumption D. purchase frequency

63. Which of the following is NOT one of the four communication objectives accommodated by the R&P framework? A. Category need B. Brand attitude C. Brand purchase intention D. Market share growth

64. The "category need" communication objective is also known as: A. non-user stimulation B. demand build C. brand switching D. market share growth

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Chapter 05 - Objectives for the IMC Plan

65. Every single point of communication should contribute to a target audience's understanding and knowledge of the brand name. This universal communication objective is known as: A. brand attitude B. brand insistence C. brand awareness D. market saturation

66. Brand recall is often referred to as: A. unaided brand awareness B. product demand C. message acceptance D. product knowledge

67. ______ at the point of purchase based on past messages can be sufficient for brand consideration or purchase. A. Brand recall B. Brand recognition C. Brand preference D. Brand superiority

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Chapter 05 - Objectives for the IMC Plan

68. Which of the following is NOT a communication objective option for brand attitude? A. Maintain brand attitude B. Increase brand attitude C. Favouring a particular brand attitude D. Create or establish brand attitude

69. The consumer's overall evaluation of the brand is known as _____. A. branding B. brand attitude C. brand value D. brand consideration

70. The ______ brand attitude is when a marketer focuses on a new motive for purchasing the brand that the target audience will be receptive toward. A. modified B. increased C. established D. maintained

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Chapter 06 - Brand Positioning Strategy Decisions

Chapter 06 Brand Positioning Strategy Decisions

Multiple Choice Questions 1. Brand position indicates its: A. relative market share B. location on store shelves C. image D. distribution intensity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-03 Brand Positioning Strategy

2. The key factor in communicating information about the brand and differentiating it from competitors is: A. its perceived price differential B. its integrated promotional strategy C. the market positioning strategy assigned by its manufacturer D. the benefits the brand offers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 06-01 Identify the concepts of market positioning strategy and market position. Topic: 06-02 Market Positioning Strategy

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Chapter 06 - Brand Positioning Strategy Decisions

3. A _____ strategy relates to the intended image of the product or brand relative to a competing brand. A. concentration B. differentiation C. brand positioning D. market positioning

4. Beliefs concerning specific attributes or relevant benefits that form the basis of an attitude are referred to as: A. salient beliefs B. salient attitudes C. salient attributes D. salient benefits

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-08 Target Audience Brand Attitude

5. A market positioning statement: A. reflects the firm's market share in relation to the competition. B. should provide direction for each of the marketing mix decision areas. C. concerns both the business and consumer markets. D. divides potential segments into viable targets.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-01 Identify the concepts of market positioning strategy and market position. Topic: 06-02 Market Positioning Strategy

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Chapter 06 - Brand Positioning Strategy Decisions

6. While developing its market positioning strategy: A. the firm generally chooses the market with the fewest competitors. B. the marketer will choose a single category in which to compete. C. the marketer will emphasize the improvement of product appearance. D. the firm considers as many feasible options as possible in order not to miss a market opportunity.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 06-01 Identify the concepts of market positioning strategy and market position. Topic: 06-02 Market Positioning Strategy

7. The market position of a firm represents: A. the intended or unintended consumer belief in the organization's marketing efforts. B. the way that the company has responded to the competition. C. the firm's position in the global economy. D. an expansion of the consumer's past impressions of the firm's marketing efforts.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 06-01 Identify the concepts of market positioning strategy and market position. Topic: 06-02 Market Positioning Strategy

8. The market position diagram is also called a(n) ______. A. research plot B. perception indicator C. perceptual map D. opportunity diagram

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Chapter 06 - Brand Positioning Strategy Decisions

9. Which of the following illustrates how the use of positioning in a marketing communication context is distinct from positioning in a marketing strategy context? A. There is no distinction. B. A marketer will use the same message and set of IMC tools with every target segment in order to ensure integrated communication. C. A marketer will use IMC tools that speak to a very specific target audience with a particular competitive reference point. D. Only the communication positioning is relevant to the target market.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-03 Brand Positioning Strategy

10. Prior to deciding on the most effective selling message, the marketer can use positioning to determine: A. what competitive space the brand is competing in, as illustrated in a perceptual map. B. whether specific brand characteristics are as relevant to consumers as price. C. the most inexpensive media buy, and then develop messages accordingly. D. their relative market share in comparison to the competition.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-03 Brand Positioning Strategy

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Chapter 06 - Brand Positioning Strategy Decisions

11. What is the distinction between the brand's positioning strategy and its actual brand image? A. Brand image is determined by actual sales figures. B. Actual brand image is the target audience's overall assessment of the brand versus what brand management had intended them to feel and think about the brand. C. A well-conceived brand positioning strategy will guarantee a strong brand image in the hearts and minds of consumers. D. Competitive activity will impact on brand positioning strategy without affecting actual brand image.

12. Which of the following is NOT a good example of a specific competitive space within a broader product category? A. Chocolate bars within the chocolate category B. Anti-dandruff shampoos within the shampoo category C. King size mattresses within the camping category D. Windows Surface vs. iPads within the personal computer category

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Easy Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-03 Brand Positioning Strategy

13. Brand position diagrams should show a comparison of competing brands on the basis of: A. consumers' salient beliefs. B. consumers' aspirations. C. previous response to advertising. D. salient attributes.

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Chapter 06 - Brand Positioning Strategy Decisions

14. When preparing perceptual maps, marketers will name the vertical and horizontal axes based on _____________. A. salient attributes B. consumers' salient beliefs C. previous response to advertising D. quality and price only

15. In addition to salient attributes, brand position diagrams should also compare brands on the basis of __________, such as overall satisfaction or social fulfillment. A. communication effectiveness B. salient benefits to the consumer C. previous purchase decisions D. personal needs assessment

16. All of the following are steps in the development of a brand positioning strategy decision process EXCEPT: A. develop a market partition. B. assess consumer income levels. C. assess brand position. D. determine brand positioning strategy.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-04 Brand Positioning Strategy Decision Process

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Chapter 06 - Brand Positioning Strategy Decisions

17. The first step in the development of a brand positioning strategy is: A. develop a market partition. B. assess competitors' position. C. assess brand position. D. determine brand positioning strategy.

18. The criteria for market partitioning include the type of product, end benefit, usage situation, and: A. salient attitude B. competitive position C. brand name D. individual choice

19. HP is partitioning the laptop market into work vs pleasure. They are partitioning by: A. end benefit B. type of product C. brand name D. usage situation

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-04 Brand Positioning Strategy Decision Process

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Chapter 06 - Brand Positioning Strategy Decisions

20. Peter has been asked to partition the restaurant market by brand. Which of the following would NOT be an appropriate sub-division of this market by brand? A. Drive-through vs dining in B. Family dining vs corporate occasion C. Casual vs fine dining D. Chinese vs Mexican cuisine

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 06-02 Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position. Topic: 06-04 Brand Positioning Strategy Decision Process

21. Brand awareness, purchase intention, changes in consumer perception, and advertising are all factors considered in this stage of the brand positioning strategy decision process: A. develop a market position. B. assess brand position. C. implement brand positioning strategy. D. monitor brand positioning strategy.

22. The decisions within the brand positioning strategy are based on market definition, differential advantage, target audience brand attitude, and: A. consumer purchase motive(s). B. competitive activities. C. demographic changes. D. economic considerations.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-05 Brand Positioning Strategy Decisions

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Chapter 06 - Brand Positioning Strategy Decisions

23. The headline on the ad for Broilmaster Grill read, "The Most Durable Grill Known to Man." Broilmaster is using a positioning strategy based on: A. product class B. end benefit C. brand name D. competitor

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

24. Apple Computers positioned itself as being user friendly and thus gained an advantage over IBM and other computers. Apple used positioning by: A. end benefit B. cultural symbols C. brand name D. product user

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

25. Wal-Mart has been very effective in consistently positioning itself as a store that offers quality products at a very good price. Their strategy reflects positioning based on: A. demographic segmentation B. psychographic segmentation C. brand name D. product category

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

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Chapter 06 - Brand Positioning Strategy Decisions

26. The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not just for breakfast anymore," reflects positioning by: A. product user B. usage situation C. product category D. cultural symbol

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

27. New Balance, which advertises that their shoes are best used for the court, for running, or for walking, is using positioning based on: A. brand name B. product category C. usage situation D. product user

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

28. With end benefit positioning, marketers make a direct link between a particular brand attribute and the consumer's: A. brand preference B. product awareness C. usage situation D. derived benefit

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

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Chapter 06 - Brand Positioning Strategy Decisions

29. With its go anywhere for $69 ad campaign, Greyhound shows how inexpensively one can travel -especially when compared to the higher cost of flying. Greyhound is using positioning by: A. product category B. brand name C. product attributes D. cultural symbols

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

30. Which of the following is NOT an example of a base for implementing a positioning strategy? A. distribution intensity B. brand name C. usage situation D. product category

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

31. Black & Decker introduced its Snakelight as an innovative solution to the problem of trying to hold a flashlight while working. This is an example of positioning by: A. end benefit B. brand name C. salient attitudes D. product category

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

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Chapter 06 - Brand Positioning Strategy Decisions

32. Via Rail is in competition with the airlines and uses positioning by: A. brand name B. usage situation C. product category D. distribution intensity

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

33. Cheerios ran competitive ads that suggested people eat the cereal as a snack while watching TV, instead of chips and other salty products. This is an example of positioning by: A. brand name B. product category C. salient attribute D. end benefit

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-06 Market Definition

34. A _____ positioning strategy is possible when the brand can claim and deliver on the most salient benefits. A. end benefit B. central brand C. brand name D. product category

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-07 Differential Advantage

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Chapter 06 - Brand Positioning Strategy Decisions

35. Shoppers Drug Mart positions its Life Brand products as a leader within the generic drug store brand category. Shoppers is using a _____ positioning strategy. A. differential brand B. central brand C. user D. product category

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-07 Differential Advantage

36. A(n) _____ positioning strategy occurs where the individual is motivated for social or individual reasons, and the ads emphasize how good the consumer feels while using the brand. A. end benefit B. central brand C. user D. product category

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-07 Differential Advantage

37. DC Shoes emphasized the fact that their skateboard shoes minimize heel bruising when doing tricks, an attribute which is important to hardcore skaters. DC were using a _____ positioning strategy. A. product category B. central brand C. brand name D. user

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-07 Differential Advantage

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Chapter 06 - Brand Positioning Strategy Decisions

38. Gatorade's new G Series moved the brand from a hydration platform to a sports nutrition brand for serious athletes. This repositioning essentially expanded on their current brand benefit positioning into a _____ positioning strategy. A. product category B. brand attitude C. brand name D. user

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-07 Differential Advantage

39. A&W's advertising focuses on their use of 100% beef raised without hormones or steroids in their hamburgers, a fact that seems to resonate positively with consumers. A&W are using a ______ positioning strategy. A. central brand B. product category C. brand benefit D. user

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-07 Differential Advantage

40. Multi attribute models are used to gauge consumer attitudes toward a brand and the importance of the brand's ______ to the consumer's purchase decision. A. name B. benefits C. sales D. promises

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Chapter 06 - Brand Positioning Strategy Decisions

41. The ______ model studies consumer attitudes toward the brand, their beliefs about a brand's performance, the number of brand attributes, and the importance attached to each attribute. A. brand belief B. competitive positioning C. multi attribute attitude D. attribute consideration

42. Which of the following is NOT one of the ways that marketers use the multi attribute model to persuade target audiences regarding brand characteristics? A. influence attribute beliefs B. influence attribute importance C. influence attribute belief of competitor brand D. influence brand functionality

43. When consumers do not strongly believe that the brand possesses a particular important attribute, the market will attempt to: A. influence attribute beliefs B. influence attribute importance C. add a new attribute belief D. influence brand functionality

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-08 Target Audience Brand Attitude

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Chapter 06 - Brand Positioning Strategy Decisions

44. Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients, unlike other sandwich spreads. Prior to this, consumers had chosen spreads based mainly on taste. This focus on the health benefits of "real" food was an attempt to: A. influence attribute beliefs B. influence attribute importance C. influence negative beliefs D. influence brand recognition

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-08 Target Audience Brand Attitude

45. Marketers will sometimes focus on additional brand benefits that have not been communicated previously. This multi attribute strategy is called: A. adding attribute beliefs B. Influencing attribute importance C. adding new attribute belief D. influencing brand functionality

46. Comparative advertising based on specific product attributes is an attempt to: A. influence attribute beliefs B. influence attribute importance C. influence attribute belief of competitor brand D. add new attribute benefits

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-08 Target Audience Brand Attitude

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Chapter 06 - Brand Positioning Strategy Decisions

47. Bounty paper towels' claim to be a quicker picker-upper" than the competition is an attempt to: A. influence attribute beliefs B. influence attribute importance C. influence attribute belief of competitor brand D. add new attribute benefits

48. Consumers looking for a shampoo to help with their dandruff problems are exhibiting: A. sensory gratification motives B. social approval motives C. normal depletion motives D. problem removal motives

49. Informational motives are: A. based on the consumer's neutral state B. based on the consumer's negative state C. based on the consumer's normal state D. based on non-users' states

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

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Chapter 06 - Brand Positioning Strategy Decisions

50. All of the following are informational motives EXCEPT: A. incomplete satisfaction B. problem removal C. social approval D. normal depletion

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

51. All of the following are transformational motives EXCEPT: A. incomplete satisfaction B. intellectual stimulation or mastery C. social approval D. sensory gratification

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

52. ________ motives occur when consumers anticipate a problem if they do not take preemptive action through the purchase of a product. A. Incomplete satisfaction B. Problem removal C. Problem avoidance D. Sensory gratification

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

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Chapter 06 - Brand Positioning Strategy Decisions

53. ________ motives are active for consumers in purchase situations where they enjoy some elements of a product, but dislike other parts and are seeking alternative solutions. A. Problem removal B. Problem avoidance C. Incomplete situation D. Mixed approach-avoidance

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

54. Ads for sunscreen in the summer and sidewalk salt in the winter are examples of messages focusing on ________ motives. A. mixed approach-avoidance B. problem avoidance C. social approval D. normal depletion

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

55. Dawn dish detergent claims to remove grease residue that other detergents leave behind. This focuses on consumers' _______ motives. A. incomplete satisfaction B. mixed approach-avoidance C. social approval D. normal depletion

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

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Chapter 06 - Brand Positioning Strategy Decisions

56. ________ motives are based on the product providing a positive experience via taste, smell, hearing, seeing or touching A. Incomplete satisfaction B. Sensory gratification C. Social approval D. Normal depletion

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-03 Illustrate how to formulate brand positioning strategy decisions. Topic: 06-09 Consumer Purchase Motive

57. Ingrained brand attitudes and strong consumer familiarity with the market structure makes ________ difficult for companies. A. brand repositioning B. sensory gratification C. perception monitoring D. response evaluation

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-10 Brand Repositioning Strategy

58. Each of the following scenarios is an example of repositioning EXCEPT: A. Tetley tea began associating its flavours to different moods a consumer might have prior to consumption. B. Molson re-introduced its Canadian Light brand as Canadian 67, to focus on the caloric content of the beer. C. Subaru Outback reversed sales declines by suggesting that consumers deserved to be outdoors more. D. Mercedes-Benz capitalizes on the image of precision German engineering.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-11 Importance of Repositioning

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Chapter 06 - Brand Positioning Strategy Decisions

59. Markets are partitioned by each of the following EXCEPT: A. end benefit B. competitive dynamics C. brand name D. usage situation

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-12 Market Definition

60. Hellmann's used the healthy positioning of its "Real Food Movement" campaign to partition the market according to: A. end benefit B. product category C. brand name D. usage situation

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-12 Market Definition

61. When Philadelphia cream cheese educated consumers on how to use their product in baking or cooking, it partitioned the market according to: A. end benefit B. product category C. brand name D. usage situation

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-12 Market Definition

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Chapter 06 - Brand Positioning Strategy Decisions

62. Dove changed the face of the personal care market with its Campaign for Real Beauty, in which the brand took a _____ position with their focus on "real beauty" rather than "cosmetic beauty." A. differential B. central C. brand benefit D. user

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-13 Differential Advantage

63. Subaru Outback took a _____ position when they showed viewers that life outdoors was better than sitting at home. A. differential B. central C. brand benefit D. user

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-13 Differential Advantage

64. In light of consumers' beliefs that all banks were pretty much the same, Scotiabank repositioned itself on the basis of enhanced financial services. After building loyalty among its own customers, it used the phrase "You're richer than you think" to differentiate itself from other banks and connect with: A. lobby groups B. category non-users C. new home buyers D. those loyal to other brands

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-14 New Target Audience

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Chapter 06 - Brand Positioning Strategy Decisions

65. Reactine's "Fluffy Kittens" ad repositioned the brand using a _____ strategy. A. sensory gratification B. problem-solution C. purchase frequency D. multiple target

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-15 IMC Planning: Brand Positioning Extensions

66. McDonald's has historically employed __________ with communication directed to children featuring Happy Meals, while parents received messages showing how they could spend special time with their family. A. repositioning B. positioning C. multiple target audiences D. single target audiences

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-05 Interpret brand positioning strategy decisions in other contexts. Topic: 06-16 Multiple Target Audiences

67. Consumers who visit websites to gather information while searching for a replacement computer might be considered to be: A. brand switchers B. inquisitive C. loyal customers D. non-category users

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 06-04 Demonstrate brand repositioning strategy opportunities. Topic: 06-14 New Target Audience

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Chapter 06 - Brand Positioning Strategy Decisions

68. Organizations often involve themselves in sponsorship activities to signal that they are socially responsible. This is especially effective when positioning: A. competitively inferior brands B. consumer services C. corporate brands D. business-to-business products

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 06-05 Interpret brand positioning strategy decisions in other contexts. Topic: 06-18 Corporate Brands

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Chapter 07 - Creative Strategy Decisions

Chapter 07 Creative Strategy Decisions

Multiple Choice Questions 1. From the perspective of a brand manager, a commercial is likely to be judged as creative if it: A. has a high level of artistic or aesthetic value B. communicates the message clearly and leaves favourable impressions among the target audience C. wins creative awards D. is unlike anything currently in the marketplace

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 07-01 Summarize the idea and importance of creativity in an advertising context. Topic: 07-03 Importance of Advertising Creativity

2. The ______ determine(s) what the advertising message will communicate, while the _______ lay(s) out exactly how the message will be executed. A. marketing plan; advertising plan B. creative brief; media plan C. creative strategy; creative tactics D. consumer insights; consumer behaviour

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Chapter 07 - Creative Strategy Decisions

3. _____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Positioning D. Advertising creativity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-01 Summarize the idea and importance of creativity in an advertising context. Topic: 07-02 Definition of Advertising Creativity

4. Which of the following statements gives a reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements that are creative for the sake of being creative often fail to produce a sale. B. Creative advertising can break through the clutter and make an impression on consumers. C. Creative advertising cannot create positive feelings that can be transferred to the product or service. D. Creative advertising is effective even if it is irrelevant to the target audience.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 07-01 Summarize the idea and importance of creativity in an advertising context. Topic: 07-03 Importance of Advertising Creativity

5. To be appropriate and effective, a creative idea must be relevant to the: A. marketing objectives B. corporate plan C. creative advertising team D. target audience

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Chapter 07 - Creative Strategy Decisions

6. The relevance of the creativity to the target audience supports the: A. brand positioning strategy. B. efforts of the creative team. C. message transmission. D. marketer's main objectives.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-01 Summarize the idea and importance of creativity in an advertising context. Topic: 07-02 Definition of Advertising Creativity

7. Each of the following statements regarding the relevance of advertising creativity is true EXCEPT: A. relevant creativity will establish brand benefits and reasons why the target consumer should purchase it. B. the creative can stray from the brand's positioning strategy if the advertising idea is original and has artistic value. C. relevance has to create brand associations through specific cognitive and emotional responses. D. the target audience experiences selective comprehension when faced with many competing promotional messages.

8. The degree of ______ is the extent to which an ad contains novel, different, or unusual characteristics. A. positioning B. creativity C. divergence D. relevance

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Chapter 07 - Creative Strategy Decisions

9. This brand established itself as a cultural icon through its creatively divergent ads depicting its uniquely shaped bottle and thought-provoking visions of the world. A. NatrelPure-Filtered Milk B. Monster Energy Drink C. Crown Royal Canadian Whisky D. Absolut Vodka

10. The ______ of a commercial has been proven to be a major determinant of success in changing brand preferences. A. length B. uniqueness C. likability D. frequent airing

11. Studies show that creative advertising can positively impact emotional responses and get consumers' attention by: A. breaking through the cluttered media environment. B. establishing new grounds for communication. C. providing a reason to purchase. D. fulfilling marketing objectives.

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Chapter 07 - Creative Strategy Decisions

12. According to James Webb Young, a former creative director at the J. Walter Thompson agency, the production of creative advertising ideas: A. is a random process that cannot be taught. B. does not follow a definitive plan. C. is a definitive process that can be learned and controlled. D. has as many different routes as there are different forms of creativity.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

13. The creative team _______ when creating ads because clients can feel uncomfortable with advertising that is too different. A. copies last year's campaign B. doesn't divulge their divergent ideas until they are ready for final production C. follows proven formulas D. includes the client at every step of the process

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

14. Reading anything related to the product or market is a part of the _____ stage of the creative process. A. immersion B. verification C. reality check D. incubation

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

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Chapter 07 - Creative Strategy Decisions

15. Andrew is the creative director for an agency that has just taken on a golf ball manufacturer as a client. Before starting to develop creative ideas, Andrew reads some golfing magazines and spends time talking to some friends and co-workers who play golf. These activities are part of which stage of the creative process? A. Immersion B. Incubation C. Illumination D. Verification

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

16. Golda has to create an ad campaign for an online subscription encyclopedia. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the _____ stage of the creative process. She needs to work on another project and put the encyclopedia project completely out of her conscious mind. A. immersion B. digestion C. incubation D. illumination

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

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Chapter 07 - Creative Strategy Decisions

17. For weeks, Jill had been trying to come up with a creative approach to advertise shampoo. She had decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative shampoo advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, she has just gone through the _____ stage. A. immersion B. verification C. digestion D. illumination

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

18. A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast food restaurant account. One of the first things he should do is: A. sit down and begin writing copy for sample ads. B. spend some time visiting fast food restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Wendy's and their competitors. C. try to come up with some big ideas that can be the basis of a creative ad campaign. D. come up with alternative positioning concepts for Wendy's.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

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Chapter 07 - Creative Strategy Decisions

19. In order to develop their creative strategy an advertising creative specialist wants to learn as much as possible about the market for a calcium-enhanced sports drink. Which of the following should he NOT do first? A. Talk to coaches and trainers to get their reactions to the new product. B. Talk to nutritionists about the actual nutritional value of the added calcium. C. Get a group of athletes to sample the drink and give their opinions about its taste and consistency. D. Brainstorm some ideas with colleagues to develop potential slogans.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

20. The creative director of an agency has chosen three likely creative ideas to concept test through focus groups in a couple of major markets. The findings of this research will guide the final tweaking of the creative concept. This represents the ____________ stage of the creative process. A. digestion B. verification C. reality check D. incubation

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-05 Creative Challenge

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Chapter 07 - Creative Strategy Decisions

21. Account planners are responsible for the conducting and analysis of research in order to drive the creative process from a(n) ___________ point of view. A. incubation B. historical C. head office D. customer

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-07 Account Planning

22. Which of the following is NOT one of the responsibilities of the account planner? A. Conduct research and gather all relevant information about the brand and the target market B. Develop the core creative concept on which the campaign will be built C. Provide key agency and client personnel with information required to make strategic decisions D. Lay the strategic foundation and influence the way that the advertising turns out

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-07 Account Planning

23. Petra is the creative director for an ad agency. The agency has just taken on a manufacturer of women's shoes for aqua aerobics as a client. As part of her preparation for developing a creative strategy, Petra reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of the: A. general preplanning input B. product specific preplanning input C. problem detection studies D. illumination studies

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

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Chapter 07 - Creative Strategy Decisions

24. Dara is the creative director for the Wise-Humphrey advertising agency. She spends an hour every morning reading publications such as Marketing Magazine, Strategy, and The National Post to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as: A. general preplanning input B. product specific preplanning input C. verification research D. problem detection research

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

25. Clients give effective direction to their agency by developing a(n) ______ that summarizes important information about the brand's positioning strategy. A. brand mantra B. campaign strategy C. creative brief D. information session

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

26. The creative brief is generally developed by: A. the account planner. B. the Institute of Communications and Advertising. C. the agency's creative team. D. the brand manager on the client side.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

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Chapter 07 - Creative Strategy Decisions

27. Attitude studies and perceptual mapping would be examples of: A. general preplanning inputs. B. product/service specific preplanning inputs. C. verification studies. D. revision studies.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

28. David participated in a study done by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked David specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the airplane attendants. Since the ad agency doing the research is the one that will be the creative strategy for the airline's new ad campaign, you know that David most likely provided the agency with: A. product/service specific preplanning inputs. B. general product inputs to be stored and used later. C. secondary external data. D. quantitative data which will be used by the client to determine market development strategies.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

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Chapter 07 - Creative Strategy Decisions

29. _____ research is a qualitative research method where 10 to 12 consumers from a target market are led through a discussion about a topic such as women's shoes or hunting. A. Focus group B. Problem detection C. Psychographic D. Preparation

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

30. Judy, the creative director for YTT ad agency, is observing a focus group for four-wheel drive SUVs. She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer. A. general preplanning input B. secondary internal data C. product specific preplanning input D. illumination research

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

31. Focus groups can be used during the advertising creative process for each of the following purposes EXCEPT: A. find any special needs that are not being satisfied. B. gain detailed insight into how and why consumers use a product or service. C. evaluate creative concepts, ideas, and campaign themes. D. predict sales figures for a particular period.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

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Chapter 07 - Creative Strategy Decisions

32. Which of the following is NOT a form of qualitative research? A. Focus groups B. In-depth interviews C. Mall-intercept surveys D. Associative tests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

33. A(n) ____ is a series of drawings used to present the visual plan or layout of a proposed commercial along with a description of the audio for each scene. A. animatic B. rough layout C. storyboard D. creative map

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

34. To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the _____ along with an audio soundtrack. A. animatic; storyboard B. storyboard; animatic C. animatic; copy platform D. campaign; storyboard

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

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Chapter 07 - Creative Strategy Decisions

35. The Taxi advertising agency works to test a creative idea they have for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message. The commercial should be tested in which of the following forms? A. Storyboard B. Animatic C. Reaction profile D. Print copy

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-08 Research in the Creative Process

36. The end result of the creative process is the written document referred to as the ___. It specifies the basic elements of the creative strategy and other relevant information. A. animatic B. working document C. creative brief D. selling idea

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-09 Creative Brief

37. The first three sections of the creative brief are: A. independently developed by the agency creative team. B. derived from the client's marketing plan and discussions among brand management and creative specialists. C. a considered response to competitive activities. D. an extension of the previous year's communications plan.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-09 Creative Brief

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Chapter 07 - Creative Strategy Decisions

38. In order for a creative message to be considered a "campaign": A. there should be multiple executions. B. it must be a new creative idea. C. it needs to include many products in the mix. D. it must be scientifically proven to have longevity.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-10 Advertising Campaign

39. An advertising campaign theme: A. is always tactical in nature and design. B. is a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities. C. is typically designed by the client and implemented by the agency. D. is usually used in ads that run in only one type of media vehicle.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-03 Identify the approaches used for determining the creative theme that forms the basis of an advertising campaign. Topic: 07-10 Advertising Campaign

40. Each of the following describes the creative theme, EXCEPT: A. represents the central message of a marketing communication program. B. comprises a variety of unrelated messages pulled together by strong visuals and/or music. C. reflects the market positioning strategy. D. directly communicates the brand positioning strategy to its intended target audience.

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Chapter 07 - Creative Strategy Decisions

41. Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's: A. unique selling proposition B. brand image C. inherent drama D. brand equity

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-03 Identify the approaches used for determining the creative theme that forms the basis of an advertising campaign. Topic: 07-12 Origin of Creative Theme

42. The product's ________ says to the consumer, "Buy this product and you will get this distinct benefit." A. brand equity B. unique selling proposition C. copy platform D. jingle

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 07-03 Identify the approaches used for determining the creative theme that forms the basis of an advertising campaign. Topic: 07-12 Origin of Creative Theme

43. Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the BestPerforming Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline battery's? A. Unique selling proposition B. Brand image C. Inherent drama D. Brand equity

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-03 Identify the approaches used for determining the creative theme that forms the basis of an advertising campaign. Topic: 07-12 Origin of Creative Theme

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Chapter 07 - Creative Strategy Decisions

44. A number of years ago Shell advertised its premium grade of gasoline as the only brand with "Platformate," a special ingredient that helped clean the engine and yield higher gas mileage. This is an example of what type of approach to a major selling idea? A. Brand image B. Inherent drama C. Unique selling proposition D. Transformation

45. Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctorprescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements about this USP is true? A. This USP can be easily imitated. B. This USP does not benefit a large enough target market. C. This USP creates a sustainable competitive advantage. D. This USP automatically allows for the creation of a strong brand personality.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 07-03 Identify the approaches used for determining the creative theme that forms the basis of an advertising campaign. Topic: 07-12 Origin of Creative Theme

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Chapter 07 - Creative Strategy Decisions

46. All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on the Japanese hospitality that is offered on its planes—everything from elegant tableware to the finest in Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. This development of a strong, memorable identity for ANA is an example of: A. unique selling proposition B. attribute-based positioning C. inherent drama D. image advertising

47. Which of the following is the best example of a USP, as defined by Rosser Reeves of the Ted Bates agency? A. Energizer uses their iconic battery-operated bunny to demonstrate how much longer their batteries work than the competition. B. Pepsi-Cola now offers a zero calorie, zero carb beverage to compete with Coke. C. Tesla is building the Model 3, a small, completely electric battery-fueled vehicle, as their entry into this growing market. D. Nike has many entries in the professional sports shoe market.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 07-03 Identify the approaches used for determining the creative theme that forms the basis of an advertising campaign. Topic: 07-12 Origin of Creative Theme

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Chapter 07 - Creative Strategy Decisions

48. Which of the following statements about image advertising is true? A. Image advertising is used most often when there are significant functional or performance differences among brands. B. Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers. D. Image advertising is most commonly used for business-to-business products.

49. The _____ approach is a method to determine the creative theme/idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way. A. positioning B. brand image C. inherent drama D. benefit

50. Trout and Ries originally described ______ as the image consumers have of a brand in relation to competing brands. A. unique selling proposition B. positioning C. inherent drama D. brand image

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51. The ongoing tales of Salty the personified saltshaker in Knorr Sidekicks ads is an example of the use of the _______ approach to determining the creative theme. A. brand image B. unique selling proposition C. consistency across time D. inherent drama

52. The theme for the advertising campaign is usually expressed in the ad through a slogan or ______. A. positioning statement B. consistent illustration C. tagline D. product shot

53. The ________ reduces the creative theme or idea into a few words or a brief statement that reinforces the branding message. A. slogan or tagline B. product illustration C. brand logo D. consistent message

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54. Which of the following qualities does NOT make a good advertising slogan? A. Includes the key benefit of the brand B. Evokes positive feelings C. Is complex and mystifying D. Is distinct from the competition

55. The creative themes of advertising are usually developed with the intention of being used for a long time period. This statement falls under the category of: A. consistency across time B. consistency across executions C. consistency across media D. consistency across products

56. Consistency across time may be beneficial to attract the brand's non-customers because: A. consumers these days exhibit very little brand loyalty, especially the young adult demographic. B. consumers tend to have longer recall when they are loyal to a brand. C. the familiarity of the creative theme is recognizable when the non-customers may be entering the product category, or considering switching from their current brand. D. to be considered an effective communications campaign, brands should follow the "rule of 3".

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-02 Describe the creative strategy planning process. Topic: 07-14 Creative theme Consistency

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57. It is important that marketers ensure that all ads feature a similar "look and feel." This statement falls under the category of: A. consistency across time. B. consistency across executions. C. consistency across specific media. D. consistency across products.

58. Research by Environics suggests that Canadian and American _____ are not exactly the same, so marketers need to come up with uniquely Canadian executions. A. thoughts B. values C. emotions D. motives

59. The _____ are awards given to celebrate Canadian advertising success stories. A. Marketing Awards B. Bessies C. Extra Awards D. Cassies

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60. When Corona beer used their "Find Your Beach" creative on billboards, Instagram, YouTube videos, subway and transit posters, and in-store signage, they were employing a ______ strategy. A. consistency across time B. consistency across executions C. consistency across media D. consistency across products

61. The _____ sponsored by Marketing Magazine identify the top creative communication launched each year in a number of categories. A. Marketing Awards B. Bessies C. Extra Awards D. Cassies

62. On a global level, the _____ is widely considered the most prestigious advertising award competition. A. Marketing Awards B. Cannes C. Extra Awards D. Cassies

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63. The Bessies are awards celebrating the use of _____ as an effective medium. A. sponsorship B. newsprint C. television D. crowd-sourcing

64. The Extra Awards celebrate the use of ads placed in this medium: A. social media. B. newsprint. C. television. D. billboards.

65. A commercial for MADD (Mothers Against Drunk Driving) shows viewers the havoc that is caused by drunk drivers. The factual, news like nature of the ad indicates it is using a(n) _____ appeal. A. rational B. emotional C. fear D. refutational

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-17 Rational Appeals

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66. Advertising appeals that focus on the consumer's practical, functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. rational B. emotional C. price D. inherent drama

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-17 Rational Appeals

67. _______ appeals are often used for brands with a small market share. A. Feature B. Emotional C. Comparative D. Reminder

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-17 Rational Appeals

68. The content of advertising with _____ appeals emphasizes facts, learning, and the logic of persuasion. A. emotional B. rational C. transformational D. subliminal

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69. Technical and high-involvement products often use a(n) _____ appeal. A. news B. subliminal C. feature D. popularity

70. Which of the following statements about feature appeals is true? A. Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. Feature appeals are rarely used for technical and high-involvement products. C. Feature appeals can be used for advertising a product but not a service. D. Feature appeals focus on consumers' affective responses rather than on product attributes or benefits to the consumer.

71. Retailers wanting to announce sales, special offers, or everyday low prices often use a _____ appeal. A. news B. popularity C. favourable price D. promotional

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72. Which of the following is NOT an example of a favourable price appeal? A. The Bay department store announces a new line of women's sportswear. B. Walmart stores advertise their everyday low prices. C. McDonald's restaurant promotes its $2.99 meal deal. D. Nissan advertises the 2008 Altima as the lowest priced car in its class.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-17 Rational Appeals

73. Dell computer has developed a significant technological breakthrough that will make its computers easier for novices to use. Dell will probably use which of the following types of appeals to announce the breakthrough? A. Favourable price appeal B. Emotional appeal C. News appeal D. Popularity appeal

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-17 Rational Appeals

74. Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity

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75. An ad for Neutrogena's Healthy Skin Anti-Wrinkle cream uses a(n) _______ appeal by noting that it is the brand most recommended by dermatologists. A. emotional B. product popularity C. favourable price D. comparative

76. The computer software company Intuit runs an advertising campaign for their Quicken software that promotes the fact that it is the preferred and bestselling brand financial software brand. This is an example of what type of advertising appeal? A. Emotional B. Teaser C. Product popularity D. Transformational

77. At the beginning of summer when the weather begins to get hot, the makers of Kool-Aid beverages wish to ensure that moms will stock up on their kids' favourite flavours. They should use a(n) ______ appeal. A. emotional B. teaser C. reminder D. rational

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-17 Rational Appeals

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78. Advertising appeals that relate to the consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A. informational B. rational C. irrational D. emotional

79. Which of the following statements is NOT a reason for why marketers may use emotional appeals? A. The favourable feeling created by the appeal may transfer to the brand. B. Emotional appeals can create favourable mood states, which make consumers more receptive to an advertising message. C. Research has proven that emotional messages should be based on facts. D. Emotional appeals can create feelings or images that are activated when consumers use the brand.

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80. Each of the following examples uses an emotional appeal EXCEPT: A. Hallmark Cards' advertising focuses on people's reactions to receiving a greeting card for special occasions. B. current commercials for the smart for two compact car show how easy it is to park in small urban spaces. C. Old Spice used humour to update the image of their men's personal care products. D. Penningtons is a women's clothing store specializing in larger sizes. Their advertising shows plus size models "owning" their day, thus empowering women of all sizes.

81. Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals. A. comparative B. irrational C. fear D. nonverbal

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82. A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies that other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____ appeal. A. comparative B. irrational C. humourous D. nonverbal

83. An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." This ad is using a _____ appeal. A. comparative B. humourous C. fear D. nonverbal

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84. The Dial soap ad campaign that used the slogan, "Aren't you glad you use Dial? Don't you wish everybody did?" is a good example of: A. a mild fear appeal B. an irrational appeal C. comparative advertising D. a refutational appeal

85. Before deciding to use a fear-appeal message strategy, an advertiser should consider the level of fear to use in the message because: A. fear appeals have inhibiting effects on typical consumer behaviour. B. defensive reactions such as tuning out a message or perceiving it selectively may occur if the level of fear is low. C. the message recipient may be motivated to act to resolve the threat if the level of fear is quite low. D. a low to medium level of fear can attract attention and interest and may motivate the receiver to act to resolve the threat.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-19 Fear Appeals

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86. A potential problem of using advertising with a strong fear appeal message to try and discourage drug abuse by teenagers is that: A. there is no appropriate medium. B. fear appeals never work with teenagers. C. a message with a high level of fear may have inhibiting effects and thus be tuned out by teenagers. D. parents may be offended if the message is perceived as too frightening.

87. Fear appeal ads promoting _____ would stress negative physical consequences or outcomes while appeals for _____ would stress the threat of social disapproval or rejection. A. anti-smoking; seat belts B. seat belts; deodorant C. deodorant soap; mouthwash D. safe driving; life insurance

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 07-04 Summarize the different types of message appeals that advertisers use to persuade their target audience. Topic: 07-19 Fear Appeals

88. Some marketers avoid the use of humour in their advertising because: A. humour can draw attention away from the product. B. effective humour is difficult to produce. C. humour can put the consumer in a good mood and increase liking of the ad. D. humour compels the receiver to engage in counterarguing.

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89. Which of the following statements about research done by advertising agency about the use of humour in advertising is NOT true? A. Humour always confuses receivers. B. Humour may aid name and simple copy registration. C. Radio and television are the best media for executing humour. D. Humour should not be used for advertising sensitive products.

90. Rational and emotional advertising appeals: A. represent two distinctive approaches which can never be combined. B. are essentially the same. C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives. D. are used together only for low-involvement products.

91. Research shows that consumers perceive Molson's Export beer as strong, bold, and outdoorsy. This is an example of how consumers assign a _____ to a brand. A. product benefit B. personality C. product features D. unique selling proposition

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92. Which of the following statements about the use of teaser advertising is true? A. Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. Teaser ads do not work well because consumers really do not pay much attention to advertising. C. Teaser ads are used by marketers to draw attention to upcoming advertising campaigns and generate interest and publicity for them. D. Teaser ads usually offend consumers.

93. A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n): A. direct source B. indirect source C. message shaper D. source mirage

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 07-05 Identify the source or communicator options a marketer has for a promotional message. Topic: 07-22 Source Characteristics

94. Marketers try to select spokespeople whose traits will maximize their message influence. The three categories of source attributes that should be considered during the selection process are: A. power, image, and knowledge B. credibility, attractiveness, and power C. consistency, credibility, and continuity D. credibility, recognizability, and individuality

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 07-05 Identify the source or communicator options a marketer has for a promotional message. Topic: 07-22 Source Characteristics

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95. Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their spokesperson's credibility. The two important dimensions associated with credibility are: A. consistency and image B. recognizability and expertise C. expertise and trustworthiness D. image and expertise

96. Information from a credible source influences belief, opinions, attitudes, and/or behaviours through a process known as: A. identification B. compliance C. internalization D. conformity

97. A financial services company who wants to use a spokesperson would agree that expertise and trustworthiness are very important when focusing on source ___, one of the categories of source attributes. A. attractiveness B. credibility C. identification D. image

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 07-05 Identify the source or communicator options a marketer has for a promotional message. Topic: 07-23 Source Credibility

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98. A pharmaceutical company wants to promote a new over-the-counter cough medicine. The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera. The first line of the commercial is, "Hi. I play a doctor on television." For people who are unfamiliar with this actor, the message source lacks ___, one of the source attribute categories. A. credibility B. power C. positive image D. charisma

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 07-05 Identify the source or communicator options a marketer has for a promotional message. Topic: 07-23 Source Credibility

99. A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic that most influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived: A. expertise B. attractiveness C. coolness D. likeability

100. One way that a supermarket can make its ads seem more trustworthy is to: A. use cartoon characters in humourous shopping experiences. B. hire attractive actors and actresses who look like people wished they looked. C. show customers talking about the supermarket on hidden cameras. D. use soothing music or an attractive colour combination.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 07-05 Identify the source or communicator options a marketer has for a promotional message. Topic: 07-23 Source Credibility

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101. Which of the following statements about the use of corporate leaders as advertising spokespersons is true? A. Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. B. Only major Fortune 500 type companies use corporate leaders as spokespersons. C. The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual. D. Corporate spokespersons are ineffective for consumer products.

102. The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the: A. sleeper effect B. time/place consequence C. identification outcome D. decay effect

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103. According to the sleeper effect phenomenon: A. the impact of persuasive messages diminishes over time. B. people retain advertising messages when they see them right before going to bed and rehearse them in their sleep. C. the impact of persuasive messages from low-credibility sources can increase over time since the message content becomes disassociated from the source. D. people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.

104. The source characteristic of attractiveness encompasses: A. beauty, familiarity, and recognizability B. similarity, likeability, and familiarity C. comfort, recognizability, and beauty D. expertise, familiarity, and comfort

105. _____ is defined as an attraction for a source based on a resemblance between the source and receiver. A. Likeability B. Familiarity C. Similarity D. Expertise

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106. Source attractiveness leads to persuasion through a process of: A. internalization B. identification C. compliance D. comprehension

107. The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process. A. expertise; yielding B. expertise; identification C. attractiveness; identification D. attractiveness; internalization

108. Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service? A. Celebrities cannot draw attention to advertising messages in a very cluttered media environment. B. The respect, popularity, or admiration a celebrity enjoys may carry over to the product she or he is endorsing. C. Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance. D. Consumers may focus attention on the celebrity and not attend to the product and advertising message.

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109. Which of the following is likely to suffer when a celebrity endorses too many products and is seen too often by consumers? A. Expertise B. Credibility C. Power D. Internalization

110. Which of the following statements about celebrity endorsers is true? A. Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. B. The strongest impact on advertising effectiveness is positive information about the celebrity endorser. C. Research found that college-age students were more likely to have a positive attitude toward a product endorsed by a celebrity than were older consumers. D. Consumers may more strongly believe the message conveyed by a celebrity endorser because they know that they are paid to deliver it.

111. Because of the _____ model, marketers may experience negative publicity if their product endorser is involved in controversy. A. celebrity expertise B. meaning transfer C. celebrity popularity D. endorsement shift

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112. Which of the following statements describes one of the findings of research on the use of decorative or extremely physically attractive models? A. They do not result in favourable evaluations of an advertisement. B. Their effectiveness is limited solely to cosmetics and fashion products. C. The relevancy of the model to the product being advertised is not important. D. A decorative model can facilitate recognition of the ad but not enhance readership or recall of the message.

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Chapter 08 Creative Tactics Decisions

Multiple Choice Questions 1. The ad in the text for Gillette Mach 3 razors is direct and to the point. It uses what execution technique? A. Straight-sell execution B. Demonstration execution C. Dramatization execution D. Animation execution

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-02 Straight Sell

2. Straight-sell message executions are commonly used with _____ advertising appeals. A. rational B. emotional C. teaser D. transformational

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3. When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. testimonial C. scientific/technical evidence D. animation

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-03 Scientific/Technical Evidence

4. An ad for Lipton tea states that, according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example? A. Dramatization B. Testimonial C. Scientific/technical evidence D. Comparison

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-03 Scientific/Technical Evidence

5. Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-04 Demonstration

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6. An ad for the Dodge Caravan shows how the minivan easily handles the requirements of a family on the go. Which ad execution technique is being used in this ad? A. Comparison B. Straight-sell C. Scientific evidence D. Demonstration

7. When a person speaks about his or her personal use and/or experience with a product or service, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. testimonial D. demonstration

8. Skier Tommy Moe appears in ads for Dynastar skis. In the ad he notes how the company's Coupe S Super Sidecut model helped him win the gold medal in the downhill race at the Winter Olympics. This is an example of which type of advertising execution? A. Slice-of-life B. Testimonial C. Demonstration D. Scientific evidence

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9. In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protected both her dogs and cats. These ads are an example of the use of what type of execution? A. Testimonial B. Slice-of-life C. Humour D. Demonstration

10. A television ad features a brand's particular advantage over its competitors. This is an example of a: A. dramatization B. comparison C. demonstration D. straight sell

11. A widely used advertising execution style for packaged-goods products which attempts to portray the product or service in a situation which consumers might face in their daily lives is known as: A. dramatization B. slice-of-life C. peace of mind D. a demonstration

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-07 Slice of Life

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Chapter 08 - Creative Tactics Decisions

12. A Tide detergent ad showed how a high school team manager easily removed all the grass and dirt stains from two dozen or more baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. Dramatization B. Slice-of-life C. Testimonial D. Demonstration

13. Which of the following statements about the use of slice-of-life executions is NOT true? A. Slice-of-life executions are sometimes criticized for being unrealistic and irritating. B. Slice-of-life executions often present a problem consumers encounter and suggest a solution. C. Slice-of-life executions feature a real person talking on the behalf of a product or service based on his or her personal use of and/or experiences with it. D. Slice-of-life executions have also been used in ads for financial institutions that try to show how their products and services can allow a customer to reach their future aspirations.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-07 Slice of Life

14. Which of the following is an example of an advertising personality symbol? A. Celine Dion B. The Man from Glad C. Wayne Gretzky D. William Shatner

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Chapter 08 - Creative Tactics Decisions

15. An ad shows dandruff on Jim's shoulder. He is rebuffed by his girlfriend. He then applies Head and Shoulders, and his dandruff disappears. His girlfriend is attracted to him again. This is an example of: A. demonstration B. testimonial C. slice-of-life advertising D. a response-stimuli execution

16. An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life B. demonstration C. testimonial D. animation

17. Advertisements for M&M candy featuring various colours of the candy taking on human personifications are examples of which type of creative execution? A. Dramatization B. Testimonial C. Animation D. Straight-sell

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18. Which of the following is an example of an advertising personality symbol? A. Michael Jordan B. Snap, Crackle, and Pop characters C. Tiger Woods D. Shaquille O'Neal

19. The Old Spice Man is an example of advertising that uses which of the following advertising execution techniques? A. Testimonial B. Demonstration C. Imagery D. Personality symbol

20. _____ refers to the way a message appeal is presented. A. Creative execution style B. Message structure C. Creative theme D. Creative structure

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21. Which of the following is NOT a critical point of a message structure? A. Order of presentation B. Verbal versus visual message characteristics C. Message sidedness D. Actual body copy

22. Research suggests that Maytag's or Travelocity's employment of _____ is an effective tactical element to ensure awareness. A. laboratory results B. demonstration C. personality symbols D. imagery

23. _____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Slice-of-life

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24. An ad for Corona contains no discussion of the beer or the taste and only employs pleasant beach visuals. This is an example of what execution style? A. Imagery B. Demonstration C. Slice-of-life D. Animation

25. Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian setting of extraordinary landscapes and crystalclear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation

26. A strong example of imagery execution style would be: A. Mr. Clean helping to clean up a huge kitchen mess. B. a young man trying to get his toilet bowl clean. C. a prosperous looking gentleman in a high-end restaurant, wearing a Rolex watch. D. a dentist recommending Trident gum for his patients who chew gum.

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27. A commercial showing trucks and SUVs navigating a beautiful but tough terrain is an example of ______ advertising execution. A. imagery B. slice-of-life C. animation D. testimonial

28. Marketers who rely on image executions have to be sure that the ______ with which they associate their brand evokes the right feelings and reactions from the target audience. A. testimonial B. usage or user imagery C. dramatization D. location

29. Gravenhurst, ON is a beautiful beach community popular with cottage owners and renters. Their key selling proposition is the natural beauty. Likely they would use a(n) _________ execution style. A. animation B. testimonial C. imagery D. dramatization

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-10 Imagery

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30. _____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Imagery

31. Which of the following statements about the dramatization execution technique is NOT true? A. The dramatization execution technique is particularly well suited to television. B. The dramatization execution technique often relies on the problem/solution approach. C. The dramatization execution technique is similar to a slice-of-life execution but uses more excitement and suspense. D. The goal of the dramatization execution technique is to use testimonials to get the audience involved in the advertising story.

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32. Which of the following statements about the humourous execution technique is NOT true? A. Humour can be combined with other executional techniques for greater effectiveness. B. Humour used to garner attention without any direct brand connection is not as persuasive as when used with brand linkages. C. Humour can be combined with other executional techniques but will never end up impeding other kinds of appeal techniques. D. Humour can be effective across various mediums, such as TV, print, and even online.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 08-01 Analyze the creative execution styles that advertisers use and the situations where they are most appropriate. Topic: 08-12 Humour

33. Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating. A. primacy effect B. recency effect C. sleeper effect D. credibility effect

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-14 Order of Presentation

34. A commercial that places the strongest points at the end of the message assumes a ___, whereby the arguments presented at the end are the most persuasive. A. primacy effect B. recency effect C. sleeper effect D. credibility effect

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Chapter 08 - Creative Tactics Decisions

35. An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the: A. primacy effect B. recency effect C. sleeper effect D. credibility effect

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-14 Order of Presentation

36. Research shows that items presented first and last are _____ better than those presented in the middle. A. understood B. liked C. remembered D. less effective

37. A marketer may not want to put weak arguments at the beginning of an advertising message because this action may: A. reduce the level of counterarguing. B. increase the chance the message is forgotten. C. lead to a high level of counterarguing. D. deter recipients from drawing their own conclusions.

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Chapter 08 - Creative Tactics Decisions

38. A marketer may NOT want to use a message that draws an explicit conclusion for a target audience if: A. the audience is highly involved with the topic. B. the audience is highly educated. C. the message is complex. D. the product is highly personal or involves ego issues.

39. Which of the following statements about conclusion drawing is NOT true? A. Messages with explicit conclusions are more effective in influencing attitudes. B. Letting the customer draw their own conclusion should only be done when the marketer is looking for immediate action from the target. C. Less educated people may make incorrect inferences from a message where a conclusion is not stated. D. Whether to draw a conclusion for the audience depends on the complexity of the topic.

40. Buckley's Cough Syrup tells you that their product tastes bad but is effective. This is an example of a: A. one-sided message B. two-sided message C. confrontational appeal D. refutational message

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-16 Message Sidedness

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Chapter 08 - Creative Tactics Decisions

41. Most advertisers refuse to use two-sided messages because they: A. are concerned about the impact of a two-sided message on source credibility. B. are concerned over presenting only the negative attributes of their brands. C. are concerned over the negative effects of acknowledging a weakness in their brand. D. have been proven ineffective by a number of different advertising research studies.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-16 Message Sidedness

42. When a target audience already holds a favourable opinion on a topic or issue a(n) _____ is most effective. A. one-sided message B. two-sided message C. nonverbal appeal D. open-ended message

43. A car dealership that is 50 km out of Winnipeg says, "we're worth the trip." This is what kind of message? A. One-sided message B. Two-sided message C. Nonverbal appeal D. Open-ended message

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Chapter 08 - Creative Tactics Decisions

44. A one-sided message can be effective when: A. the target audience holds an opposing opinion. B. the target audience is highly educated. C. the marketer presents negative information involuntarily. D. when a company acknowledges its shortcomings and communicates how it has improved.

45. A special type of two-sided message is known as a(n) _____ message. The communicator presents both sides of an issue and then shows the opposing viewpoint to be false. A. rational B. nonverbal C. emotional D. refutational

46. Drawing a _______ in the message may make sure that the target audience gets the point the marketer intended. A. picture B. inference C. recency effect D. conclusion

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-15 Conclusion Drawing

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Chapter 08 - Creative Tactics Decisions

47. An ad showed a couple walking through a terrible storm like they were walking through a park in the most beautiful weather. This contrast is (because): A. studies have shown that the use of a visual that is inconsistent with the verbal content leads to more recall and greater processing of the information presented. B. processing stimulated by the picture may be less controlled and less favourable than the processing stimulated by words. C. storms are deemed to be effective in drawing our attention. D. the non-verbal communication of the couple is more important than the immediate visual context.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-17 Verbal/Visual Balance

48. A study showed that the use of pictures providing examples increased message recall when: A. the pictures attracted attention to the product. B. the verbal information was low in imagery value. C. the pictures were low in imagery value. D. the consumer was loyal to a competing product.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 08-02 Explain different types of message structures used to develop a promotional message. Topic: 08-17 Verbal/Visual Balance

49. Which of the following is a basic component of a print advertisement? A. Layout B. Testimonial C. Endorsement D. Slice of life

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 08-03 Express design elements involved in the creation of print, video, and audio messages. Topic: 08-18 Design Elements for IMC Tools

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Chapter 08 - Creative Tactics Decisions

50. The _____ is the words in the leading position of an advertisement that are likely to be read first. A. headline B. body copy C. subheads D. primary copy

51. Research has shown that the first thing people look at in a print ad is the: A. illustration B. visuals C. body copy D. headline

52. Many advertising experts consider that the most important part of a print ad is the: A. illustration B. headline C. layout D. body copy

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Chapter 08 - Creative Tactics Decisions

53. The function of a headline in a print ad is to do all of the following EXCEPT: A. attract readers' attention. B. lead readers to click on the link to the brand's website. C. segment the users by attracting the attention and interest of consumers who are the best prospects for a product or service. D. put forth the main theme, appeal, or proposition of the ad in a few words.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 08-03 Express design elements involved in the creation of print, video, and audio messages. Topic: 08-18 Design Elements for IMC Tools

54. Common types of ______ headlines include those offering a specific benefit and making a promise. A. direct B. indirect C. straight-sell D. rational

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 08-03 Express design elements involved in the creation of print, video, and audio messages. Topic: 08-18 Design Elements for IMC Tools

55. When an advertiser has something important or new to announce to a target audience, a(n) _____ headline will be used. A. visual B. indirect C. affective D. direct

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Chapter 08 - Creative Tactics Decisions

56. _______ headlines may be risky if the headline is not strong enough to get the reader to read the body copy. A. Direct B. Indirect C. Straight-sell D. Rational

57. Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad? A. Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad. B. Indirect headlines may not be provocative or compelling enough to get the readers' attention and offer a reason for reading the remainder of the message. C. Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective. D. Indirect headlines only work when readers are already interested in the product or service being advertised.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 08-03 Express design elements involved in the creation of print, video, and audio messages. Topic: 08-18 Design Elements for IMC Tools

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Chapter 08 - Creative Tactics Decisions

58. _____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Subheads

59. A print ad for Titleist golf balls uses the headline "Do you ever wonder why Mike Weir can hit a golf ball so far?" This is an example of a(n): A. direct headline B. indirect headline C. question D. jingle

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 08-03 Express design elements involved in the creation of print, video, and audio messages. Topic: 08-18 Design Elements for IMC Tools

60. _____ are the print ad components that are used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts

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Chapter 08 - Creative Tactics Decisions

61. What is the main text portion of a print ad called? A. Headline B. Subhead C. Body copy D. Layout

62. _____ is considered the heart of a print ad but is often difficult to get most people to read. A. The headline B. The subhead C. The body copy D. The logo

63. "The ______ must be long enough to communicate the advertiser's message yet short enough to hold readers' interest". A. headline B. subhead C. body copy D. layout

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Chapter 08 - Creative Tactics Decisions

64. The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy, and identifying marks is known as: A. visualization B. copy writing C. art direction D. the layout

65. The ______ portion of an ad must attract attention and work in a synergistic fashion with the headline and body copy to produce an effective message. A. visual(s) B. subheads C. jingles D. trademarks

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 08-03 Express design elements involved in the creation of print, video, and audio messages. Topic: 08-18 Design Elements for IMC Tools

66. Standard poster format, portrait orientation, landscape orientation, vertical or horizontal splits are all terms used to describe: A. illustrations B. subheads C. layouts D. trademarks

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Chapter 08 - Creative Tactics Decisions

67. The audio portion of a commercial is often presented through the use of a(n): A. layout B. voiceover C. illustration D. headline

68. On a cost-per-minute basis, ____ messages are the most expensive messages to produce. A. video B. audio C. celebrity D. print

69. A recent trend among major advertisers is to have _____ do the voiceovers for their commercials. A. singing groups B. celebrities with distinctive voices C. everyday people D. people with accents

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Chapter 08 - Creative Tactics Decisions

70. It is important for marketers to carefully select actors for audio and video messages because: A. visuals may not match the voices of the actors. B. celebrities may require more money than the commercial is projected to bring in. C. incorrect associations may be made if the audience recognizes the celebrity from another ad. D. overexposure of the celebrity can strongly enhance the brand's message.

71. Some marketers have moved to using ______ which is a lower-cost and highly engaging way to show regular people interacting with the brand. A. still photos B. consumer-generated ads C. reality-type filming of customers in purchase and consumption situations D. lesser-known actors

72. _____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. Jingle B. Voiceover C. Needledrop D. Stock music

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Chapter 08 - Creative Tactics Decisions

73. The function of music in a commercial is to do all of the following EXCEPT: A. provide a pleasant background for the message. B. create a mood state that will make consumers more receptive to the message. C. help establish or communicate a key selling point. D. showcase a famous music artist.

74. _____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Voiceovers B. Jingles C. Needledrops D. Theme songs

75. "You always have time for Tim Hortons" is an example of a: A. needledrop B. voiceover C. catchy jingle D. subhead

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Chapter 08 - Creative Tactics Decisions

76. A written version of a commercial that provides a detailed description of its video and audio content is known as a: A. layout B. voiceover C. script D. storyboard

77. A series of drawings used to present the visual plan or layout of a commercial is known as a: A. layout B. voiceover C. script D. storyboard

78. A ______ is a written version of a video message that provides a detailed description of its video and audio content. A. script B. storyboard C. layout D. concept

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Chapter 08 - Creative Tactics Decisions

79. During which stage of the commercial production process do cost estimating, casting, location selection, and selecting a director occur? A. Preproduction B. Production C. Postproduction D. Preparation

80. During which stage of the commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. Preproduction B. Production C. Postproduction D. Preparation

81. Each of the following statements describes microfilm advertising EXCEPT: A. A shorter version of video messages emerged due to social media and the sharing of video messages online. B. It is used to motivate online viewing, discussion and distribution, and is intended to persuade. C. It is important that viewers enjoy the story, as this will motivate them to forward it, and it strengthens brand attitude. D. The inverted U-shaped relationship with purchase intent suggests that brand identification should come before the entertainment, and not after.

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Chapter 08 - Creative Tactics Decisions

82. Historically, radio has been referred to as: A. a low-budget alternative to television. B. a cost-effective way to deliver technical information. C. the theatre of the mind. D. appropriate for local audiences only.

83. Which of the following is true about audio messages? A. The voiceover speaker or actors should maintain an even tone to ensure comprehension. B. Jingles work best when they are introduced in a video ad first, before translating it to an audio-only format. C. Music is not as much of a key component in audio messages, as it can muddle the meaning of the message. D. Brands employ unique sound effects to allow the visual to take hold in the receiver's mind.

84. The R&P planning model argues that _____ is a necessary precursor to _____. A. previous purchase; brand satisfaction B. brand awareness; brand attitude C. creativity; ad recall D. brand exposure; behaviour change

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 08-04 Apply a planning model for making creative tactics decisions. Topic: 08-22 Planning Model for Creative Tactics

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Chapter 08 - Creative Tactics Decisions

85. According to the R&P planning model, in order for _____ to be fully established, the target audience needs to understand how and why the brand exists (i.e. the message context). A. brand loyalty B. ad recall C. brand awareness D. purchase intent

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 08-04 Apply a planning model for making creative tactics decisions. Topic: 08-22 Planning Model for Creative Tactics

86. Which of the following is NOT one of R&P's suggestions regarding building brand awareness through recognition and recall? A. The primary benefit claim in the ad should be lengthy so we are assured it is easily understood. B. A jingle or similar memory tactic should be included. C. The brand and the category need should be connected in the primary benefit claim. D. A bizarre or unusual execution style can be used if it is consistent with the brand attitude objective.

87. The R&P view of consumer attitudes is framed as a planning grid, with dimensions representing ______. A. brand recall and attitude B. involvement and motivation C. satisfaction and purchase intent D. affective and cognitive response

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 08-04 Apply a planning model for making creative tactics decisions. Topic: 08-23 Tactics for Brand Awareness

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Chapter 08 - Creative Tactics Decisions

88. Each of the following is a source of guidelines for the emotional portrayal of motive found in the creative tactics suggestions of the R&P planning model EXCEPT: A. execution style B. like ad C. authenticity D. intensity of benefit claim

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 08-04 Apply a planning model for making creative tactics decisions. Topic: 08-23 Tactics for Brand Awareness

89. Each of the following is a source of guidelines for the benefit claim of the brand message found in the creative tactics suggestions of the R&P planning model EXCEPT: A. information of benefit B. number of benefits C. intensity of benefit claim D. repetition of benefit claim

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 08-04 Apply a planning model for making creative tactics decisions. Topic: 08-23 Tactics for Brand Awareness

90. Which of the following criteria are advertisers less likely to use in evaluating the creative work of their agencies? A. Consistency with the brand's marketing and advertising objectives B. Appropriateness for the target audience C. Is the message easy to port over for use in social media D. Appropriateness for the media

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 08-05 Illustrate how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process. Topic: 08-24 Tactics for Brand Attitude

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

Chapter 09 Measuring the Effectiveness of the Promotional Message

Multiple Choice Questions 1. From a decision-making point of view, research is integrated into communication planning with a three-step process. Which of the following is NOT one of those steps? A. Attribution B. Elaboration C. Optimization D. Allocation

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-01 Identify the decisions for measuring promotional message effectiveness. Topic: 09-01 Decisions for Measuring Effectiveness

2. Each of the following is an argument against measuring advertising effectiveness EXCEPT: A. effectiveness measures whether objectives were met. B. disagreement as to what to test. C. the objections of creative people. D. research problems.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-01 Identify the decisions for measuring promotional message effectiveness. Topic: 09-03 What to Measure

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

3. Each of the following is an argument for measuring advertising effectiveness EXCEPT: A. assessing ad effectiveness can help avoid costly mistakes that minimize return on marketing investment. B. research can assist the manager to determine which competing strategies might be most effective. C. money spent on research could go to improved ad production or additional media buys. D. post testing will establish whether objectives were met, and whether similar programs should be run in future.

4. Research to measure advertising effectiveness can be used to evaluate alternative strategies under consideration because: A. typically a firm would only be considering one main communication strategy. B. strategies used in the past may no longer be interesting to the consumer. C. marketers wish to determine which promotional element gives the most return per dollar of spending. D. they want to be sure that sales objectives will be met through the promotional strategies they employ.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 09-01 Identify the decisions for measuring promotional message effectiveness. Topic: 09-02 Why Measure Effectiveness

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

5. Which of the following is the most likely reason why a small firm would not want to measure the effectiveness of promotional programs it designed? A. Cost of the testing B. Disagreement as to what to test C. The objections of creative people D. Lack of time

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-01 Identify the decisions for measuring promotional message effectiveness. Topic: 09-03 What to Measure

6. What is an obstacle that advertising testers in labs will often come across as they try and get meaningful results? A. Lack of realism in the test B. Lack of control C. Testing bias D. Poor creative execution

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-05 How to Measure

7. All of the following are strengths of focus groups except? A. Cost effective B. Easy to be interpreted C. Good insights for new products D. Good statistical data

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-05 How to Measure

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

8. Asking consumers for their reactions to the message structure, the body copy, or the music used in a communication piece is a test of what decision? A. Choice of media vehicle B. Creative tactics C. Brand positioning D. Creative strategy

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-05 How to Measure

9. Which of the following is a pretest classification used for measuring advertising effectiveness? A. Recognition tests B. Single-source tracking studies C. Association measures D. Concept tests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-06 When to Measure

10. Which of the following is NOT a pretest classification used for measuring advertising effectiveness? A. Concept tests B. Readability tests C. Product test marketing D. Comprehension and reaction tests

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-06 When to Measure

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

11. Which of the following is used in field post testing of ad effectiveness? A. Readability tests B. Consumer juries C. Rough tests D. Recognition tests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-06 When to Measure

12. One disadvantage of _____ is that mock-ups, storyboards, or animatics may not communicate as effectively as the final product. A. pretesting B. post testing C. concept tests D. recall tests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-06 When to Measure

13. Emotional response testing is difficult for all of the following EXCEPT: A. measurement products. B. existing brand attachments. C. it requires too much field testing as opposed to lab testing. D. self-reporting often leads to questions of statistical validity.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-06 When to Measure

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

14. In ____, people are brought to a particular location where they are shown ads and/or commercials. A. tracking studies B. pretests and posttests C. pretests only D. test marketing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-07 Measuring Effectiveness

15. ________ tests are tests of the ad or commercial under natural viewing situations. A. Tracking study B. Posttests C. Field D. Laboratory

16. Commercials and print ads are post tested to: A. gain relatively inexpensive feedback B. avoid the use of surveys C. determine if a campaign is meeting its objectives D. determine if the organization's mission statement needs to be modified

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-06 When to Measure

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

17. The fact that people brought in to a lab setting to look at ad mockups may look at the ads more closely than they might look at them if they were included in a magazine that was delivered to their home is an example of a(n): A. vision myopic perception B. lack of realism C. environmental proclivity D. perceptual propensity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-02 Describe what is measured to assess promotional message effectiveness. Topic: 09-07 Measuring Effectiveness

18. Laboratory methods of testing for advertisement effectiveness generally offer high: A. control B. external validity C. response D. feedback

19. Disadvantages associated with laboratory tests include: A. lack of control B. lack of realism C. the expense associated with collecting feedback information D. a too effective level of communication

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

20. An advantage offered by field test measures is: A. greater control of noise B. more realistic testing conditions C. avoidance of potential sabotage D. the ability to isolate the causes of the viewers' evaluations

21. A ______ is conducted very early in the campaign development process in order to explore the consumer's response to a potential ad. A. recognition test B. concept test C. field test D. laboratory test

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-11 Concept Test

22. Focus group methodology is attractive to marketers for the following reasons EXCEPT: A. results are easily obtained. B. consumer participants' reactions are directly observable. C. immediate feedback from participants means that marketers don't have to delay progress on communication development. D. each focus group gives statistically valid results of the group's opinions.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-11 Concept Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

23. The problem with a ___________ is that one group member or several might overpower the opinions of others A. field test B. litmus test C. laboratory test D. focus group

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-11 Concept Test

24. Sometimes, participants rate an ad as good on all characteristics because they like a few characteristics and they overlook specific weaknesses. This is called: A. prejudice B. bias C. distortion D. halo effect

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

25. When two or more ads are used in a ____, viewers are usually asked to rate, or rank order the ads according to their preferences. A. comprehension test B. consumer jury test C. reaction test D. readability test

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

26. Which of the following questions is more likely to be asked in a consumer jury test? A. Which ad did you like best? B. How did you like the music? C. Will you buy this product after seeing this ad? D. Is the ad layout convincing?

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

27. Subaru wishes to conduct pretest research to determine which of a number of concepts developed by their agency they should choose to launch first. An effective method of testing to determine this ranking would be: A. consumer jury B. field test C. focus group D. mall intercept

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

28. _____ is a rough commercial test in which a succession of photographs are shown to the receiver. A. Animatic rough testing B. Photomatic rough testing C. Live-action rough testing D. Finished product testing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

29. A live-action rough: A. is a series of drawings or cartoons to depict a commercial idea B. uses a rapid sequence of panning and/or zooming to simulate movement C. uses the live motion of stand-in, nonunionized talent to "act out" the creative concept D. is a succession of photographs depicting the intended scenes

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

30. Pretesting of finished ads can consist of each of the following EXCEPT: A. portfolio tests B. dummy advertising vehicles C. readability tests D. inquiry tests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-13 Pretest of Finished Print Ad

31. One of the measures included in in-studio AD*VANTAGE/ACT surveys is _____, which asks, "will the commercial inspire non-users to try the product, and will it enhance brand loyalty among existing customers?" A. branding B. visibility C. persuasion D. memorability

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-13 Pretest of Finished Print Ad

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

32. _____ is the laboratory method of pretesting ads which exposes a group of respondents to both control and test advertisements. A. Millward-Brown's link copy test B. Portfolio testing C. Commercial testing D. The Flesch test

33. The portfolio test for ads assumes that: A. the ad that yields the highest recall is the most effective B. reliability and validity are the most important part of the testing process C. the consumer will closely scrutinize all ads that he or she sees D. field and laboratory tests produce the same results

34. _____ is a readability test which examines the average number of syllables per 100 words. A. Portfolio analysis B. Burke's reflections test C. The Flesch formula D. Contextual testing

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

35. _____ suggests that copy is best understood when sentences are short, words are concrete and familiar, and personal references are drawn. A. Readability testing B. Flesch formula testing C. Focus group research D. Inquiry testing

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-13 Pretest of Finished Print Ad

36. The advantage of the _____ method is that it provides a more natural setting than the portfolio test. A. vehicle source testing B. Burke's reflection test C. a contextual test D. dummy advertising vehicle

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-13 Pretest of Finished Print Ad

37. Which of the following statements DOES NOT describe a disadvantage associated with the theatre testing of ads? A. The environment is very close to a natural advertising scenario. B. The group effect may cause some to react to an ad when they would not have ordinarily. C. The setup will be viewed as phony by many participants. D. Participants will answer like they think they're supposed to not as a reflection of how they really feel.

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

38. Some firms conducting theatre testing also insert the commercial into actual TV programs in certain test markets. This is called conducting: A. readability tests B. on-air tests C. concept tests D. tracking tests

39. The primary measure used in on-air testing is: A. focus group results B. portfolio analysis C. recall scores D. comprehension and reaction tests

40. What mental process theory/testing method used in advertising depends on the contentious question of whether the brain functions laterally? A. Hemispheric lateralization B. Indirect methods C. Alpha activity D. Flesch testing

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

41. Advertising testing that studies dilation or constriction of the eye in response to stimuli is called: A. galvanic eye responses B. Flesch testing C. the reactive test D. pupillometrics

42. Galvanic skin response is also known as: A. electrodermal response B. pupillometrics C. dermal resolution D. alpha beta activity

43. _____ measures electrical frequencies in the brain as the individual being tested responds to ads he or she is viewing. A. Electrodermal B. Pupillometric C. Electroencephalographic D. Cerebral response

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

44. One method of testing how consumers relate to an ad and process the information it contains is to measure ___, the degree of brain activation that occurs when they look at the ad. A. electrodermal response B. electro cranial C. beta activity D. alpha activity

45. _____ distinguishes between alpha activity in the left and right sides of the brain. A. Cerebral response testing B. Gamma activity C. Electrodermal activity D. Hemispheric lateralization

46. A methodology in which viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye is called: A. eye tracking B. electrodermal response C. pupil dilation D. pupil fixation

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

47. Which of the following is NOT an application of eye tracking technology for measuring advertising effectiveness? A. Allows the researcher to determine what viewers actually look at when viewing an ad B. Allows the researcher to analyze the effectiveness of an ad's copy and visuals C. Allows the researcher to determine whether the viewer will purchase the product based on what they saw in the ad D. Allows the researcher to analyze the effectiveness of web designs, print ads and televisions commercials

48. A company runs two variants of an ad in two different locations within a magazine – one is on the inside front cover; one is in the middle. They are engaging in what type of testing? A. Split-run testing B. Laboratory testing C. Consumer juries D. Galvanic measurements

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

49. One example of a(n) ________ is the number of coupons returned or phone calls generated from the print ad. A. portfolio test B. recognition test C. inquiry test D. Flesch test

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

50. The most commonly employed method for post testing print ads is: A. the recognition method B. indirect methods C. consumer juries D. inquiry testing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

51. ____ is a technique for measuring print advertising effectiveness. With this method, three measures of a particular ad appearing in a magazine are taken to determine if the ad was noticed and read. A. Burke Day-After Recall method B. Starch recognition method C. Tracking D. Split-run test

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

52. The most popular method of post testing employed in the broadcast industry for decades was: A. mall intercepts B. Starch recognition method C. (DAR) Day-After Recall method D. consumer juries

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

53. Which one of the following statements about the Starch test is NOT true? A. The pulling power of various aspects of an ad can be assessed. B. The effectiveness of competitors' ads cannot be compared. C. Readership scores are a useful indication of consumers' involvement in the ad. D. The Starch test is a posttest.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

54. The theory about the Starch recognition tests is based on the idea that: A. a quick look or skim over the ads is sufficient. B. the ad can be remembered for days after viewing. C. the reader must get involved with the ads. D. alternative iterations of ad should not be tested.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

55. In recall tests, proponents say what about interpretation? A. It is not the results themselves - it is the interpretation of the results. B. The reader's degree of involvement leads to lower than average recall scores. C. The test always reflects recall accurately. D. There is an inverse relationship between recall and recognition.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

56. Which testing method should Starbucks employ to measure the recall of their first television advertising campaign in over a decade? A. Starch recognition method B. Comprehension and reaction tests C. Day-after recall D. Portfolio tests

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

57. The day-after recall test would be the most appropriate measure of effectiveness for: A. the back outside cover position of the May issue of Chatelaine. B. a full-page ad in a trade journal aimed at the textile industry. C. a 30-second commercial on the CTV network. D. a transit ad on the back of the envelope that contains airplane tickets.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

58. Which of the following is NOT a disadvantage associated with DAR tests? A. Thinking messages may be easier to recall than emotional communication. B. DAR tests may favour emotional appeals by asking respondents to verbalize the message. C. Program content may influence recall. D. Pre-recruited respondents may pay increased attention to the program and ads.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

59. A disadvantage of ______ is that there is always the fear that competitors may discover and intervene in the research process. A. inquiry testing B. recognition testing C. test marketing D. a Flesch test

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

60. _____ track the behaviours of consumers from the television set to the supermarket checkout counter. A. Consumer ride-alongs B. Multi-source tracking methods C. Single-source tracking methods D. In-depth interviews

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

61. _____ take posttest measures of an advertising campaign's effectiveness at regular timed intervals. A. In-depth interviews B. Tracking studies C. Recognition tests D. Recall tests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

62. Samsung, maker of the Galaxy Note, is interested in measuring consumers' movement through the adoption hierarchy. It should employ which of the following ad effectiveness measures? A. Ad tracking study B. Day-after recall tests C. Portfolio testing D. Recognition test

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

63. _____ studies are used to measure the effects of advertising on awareness, recall, interest, and attitudes toward an ad. A. Alpha B. Beta C. Portfolio D. Tracking

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-03 Evaluate pretest approaches for measuring promotional message effectiveness. Topic: 09-12 Rough Test

64. Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. Which of the following is NOT one of the steps in this sequence? A. Establish communication objectives B. Use a consumer response model C. Decide whether to use pretests or posttests D. Use multiple measures

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 09-05 Appraise the requirements of proper effectiveness research. Topic: 09-18 IMC Planning: Program for Measuring Effectiveness

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Chapter 09 - Measuring the Effectiveness of the Promotional Message

65. The set of nine principles adopted by large advertising agencies to improve preparation and testing of ads is referred to as: A. Positioning Advertising Copy Testing (PACT) B. Post-Advertising Commercial Testing (PACT) C. Promotional Advertising Content Testing (PACT) D. Principles of Advertising Consumer Testing (PACT)

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-05 Appraise the requirements of proper effectiveness research. Topic: 09-18 IMC Planning: Program for Measuring Effectiveness

66. Which of the following is one of the nine principles of Positioning Advertising Copy Testing (PACT)? A. Provide multiple measurements to assess ad performance B. Realize that a single measurement is adequate to assess an ad's performance. C. Provide controls to avoid the biasing effects of the ad content. D. Use a convenience sample.

67. Which of the following is NOT a guideline for an effective testing of an ad? A. Use a consumer response model B. Establish communications objectives C. Use multiple measures D. Use mainly pretests

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 09-05 Appraise the requirements of proper effectiveness research. Topic: 09-20 Guidelines for Effective Testing

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Chapter 10 - Media Planning and Budgeting for IMC

Chapter 10 Media Planning and Budgeting for IMC

Multiple Choice Questions 1. The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient, cost-effective manner possible. A. media planning B. market segmentation C. target marketing D. organizational planning

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

2. The media plan: A. includes product development B. requires the development of specific media objectives C. has five formalized stages that cannot be omitted from the process D. includes sales and marketing forecasts and potentials

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

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Chapter 10 - Media Planning and Budgeting for IMC

3. According to Media Digest's research on Canadian media expenditures, the media type which earns the highest revenues is: A. digital online B. magazines C. television D. daily newspapers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-02 Overview

4. Category need, brand awareness, brand attitude and brand trial are all examples of: A. media strategies B. media objectives C. communication strategies D. creative execution

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

5. If the advertiser selects the media so as to allow immediate purchase of the brand, the media objective is most likely: A. category need B. brand attitude C. media optimization D. brand trial

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

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Chapter 10 - Media Planning and Budgeting for IMC

6. Media selected to ensure that a certain percentage of the target audience has favourable beliefs about the brand's benefits are most likely satisfying an objective to improve/increase: A. category need B. brand attitude C. brand awareness D. profit maximization

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

7. Campbell Soup is the market share leader in Canada, but many new competitors have entered the market. In order to protect their leadership position and minimize the frequency of consumers' switching to one of the new brand entries, Campbell should set a _____ media objective. A. head-to-head B. brand trial C. brand leadership D. brand repeat purchase

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

8. _____ is the measure of the number of different audience members exposed at least once to a media vehicle. A. Frequency B. Reach C. Viewer number D. Exposure

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

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Chapter 10 - Media Planning and Budgeting for IMC

9. Each of the following satisfies a brand awareness media objective EXCEPT: A. select media to provide coverage of 80 percent of the target audience this quarter. B. concentrate advertising during the target audience's peak purchasing time. C. provide sufficient number of exposures to ensure that 60 percent of the target audience recognizes the need for the product category. D. provide sufficient number of exposures to ensure that 60 percent of the target audience recognizes the brand name when it's suggested to them.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

10. _____ refers to the potential audience that might receive the message through a vehicle. A. Frequency B. Reach C. Exposure D. Coverage

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

11. _____ is the number of times a receiver is exposed to a message in a given time period. A. Potency B. Reach C. Coverage D. Frequency

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

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Chapter 10 - Media Planning and Budgeting for IMC

12. Which of the following is NOT a part of the media plan? A. Media objectives B. Frequency estimates C. Marketing strategies D. Determination of media coverage

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

13. The _____ is the specific carrier within a media class. A. media vehicle B. medium C. television message D. media type

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

14. What is the ideal mix of media expenditure for an advertising campaign? A. It is always unknown B. TV 30%, Radio, 10%, Internet 50%, print 10% C. TV 30%, Radio, 10%, Internet 60% D. It depends on the objectives

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-03 Media Plan

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Chapter 10 - Media Planning and Budgeting for IMC

15. Media planning is not an easy task. Each of the following explains one of the difficulties inherent in the process EXCEPT: A. insufficient information on audience figures B. inconsistent terminology C. difficulty in measuring the effectiveness of a medium D. indifference of creative directors to the type of media chosen

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-04 Media Planning Challenges

16. Which of the following explains why media planners have difficulty measuring the effectiveness of advertising and promotions? A. The media planner must use both quantitative data as well as subjective judgements based on experience. B. Procurement specialists often put pressure on the media decisions in an effort to save money. C. An opportunity to advertise within a new media vehicle might arise, requiring movement of advertising dollars from one vehicle to another. D. There is a debate as to whether media planning buying should be part of an advertising agency or an independent agency.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-01 Illustrate how a media plan is developed. Topic: 10-04 Media Planning Challenges

17. The wide variety of media available to advertisers is called: A. multi-media B. the media mix C. the media profile D. the media strategy

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-06 The Media Mix

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Chapter 10 - Media Planning and Budgeting for IMC

18. Which of the following is NOT a factor affecting the choice of media used? A. The fact that there is insufficient information on audience figures. B. The characteristics of the product or service. C. The behavioural objectives. D. The size of the budget.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-06 The Media Mix

19. Which of the following is NOT true about media planning? A. The media strategy being used may be the driving force behind the creative strategy. B. The creative strategy being used may be the driving force behind the media strategy. C. The characteristics of the product or service may dictate which media type would be most appropriate. D. The choice of medium generally does not influence the consumer's decision-making process.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-06 The Media Mix

20. TV and video use sight and sound to deliver a message. This makes them more effective in: A. meeting media objectives. B. selling ideas. C. generating emotions. D. meeting communication targets.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-06 The Media Mix

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Chapter 10 - Media Planning and Budgeting for IMC

21. Each of the following is a media-usage characteristic which may affect the achievement of specific communication objectives EXCEPT: A. cost efficiency B. control for selective exposure C. amount of processing time D. creativity for emotional responses

22. Which of the following is a strength of television as a media choice? A. Low price B. Creativity for cognitive responses C. Audience involvement D. Amount of processing time

23. Which of the following is a limitation of television as a media choice? A. Scheduling flexibility B. Frequency C. Cost efficiency D. Precise audience targeting

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Chapter 10 - Media Planning and Budgeting for IMC

24. Which of the following is a strength of radio as a media choice? A. Absolute cost B. Amount of processing time C. Clutter D. Selective exposure

25. Which of the following is a limitation of radio as a media choice? A. Target audience selectivity B. Audience attention C. Media image D. Geographic coverage

26. Which of the following is a strength of magazines as a media choice? A. Frequency B. Reach C. Audience involvement D. Lack of processing time

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Chapter 10 - Media Planning and Budgeting for IMC

27. Which of the following is a limitation of magazines as a media choice? A. Target audience selectivity B. High costs C. Creativity for cognitive responses D. Selective exposure

28. What is one of the chief problems with newspaper advertising? A. Lack of targeting ability B. Declining readership overall C. Clutter D. Inability to use creativity in content presentment

29. Which of the following is a limitation of newspapers as a media choice? A. Selective exposure B. Target audience selectivity C. Absolute cost D. Amount of processing time

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Chapter 10 - Media Planning and Budgeting for IMC

30. Which of the following is a strength of outdoor media? A. Target audience coverage B. Reach C. Audience involvement D. Inability of persons to skip or block billboards?

31. From the provider's standpoint what has significantly improved the billboard market in the last 10-20 years? A. Technology with electronic billboards B. Lower prices C. More people outside D. Other medium's decline

32. Which of the following is a strength of transit as a media choice? A. Target audience selectivity B. Creativity for cognitive responses C. Scheduling flexibility D. Target audience coverage

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Chapter 10 - Media Planning and Budgeting for IMC

33. Which of the following is a limitation of transit as a media choice? A. Cost efficiency B. Clutter C. Absolute cost D. Amount of processing time

34. Media buyers might choose to live with a relatively high degree of waste coverage because: A. it best supports a flighting media schedule B. the media employed are still most likely to be the most effective means of message delivery available C. it allows for more specific targeting D. repetition is the most effective method for pioneering advertising

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-07 Target Audience Coverage

35. Under what conditions are advertisers more likely to achieve full audience coverage with their media buy? A. When they are targeting a small number of customers or potential customers B. When the audience is fragmented C. In a high-involvement purchase situation D. When the media coverage reaches those who are not potential buyers or current users

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Chapter 10 - Media Planning and Budgeting for IMC

36. The situation in which media coverage goes beyond the targeted audience is called: A. audience fragmentation B. underexposure C. waste coverage D. excess media expenditure

37. Nordstrom placed advertising for the launch of their new Toronto stores on mall posters within the Eaton Centre, Yorkdale Plaza, and Sherway Gardens. These posters were seen by many people, not just the typical Nordstrom customers. This is an example of: A. audience fragmentation B. excess media expenditure C. media underexposure D. media overexposure

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-07 Target Audience Coverage

38. Tesla's research shows that approximately 65 percent of their target audience subscribes to The Globe & Mail newspaper. If that is their only media vehicle, they will experience: A. full market coverage B. excess media expenditure C. less media coverage than desired (underexposure) D. media overexposure

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Chapter 10 - Media Planning and Budgeting for IMC

39. _____ helps marketers factor the rate of product usage by geographic area into the decision process. A. The ratio of product usage to availability B. The Brand Development Index C. The Category Development Index D. Statistics Canada's population growth analysis

40. Which of the following is true about the Brand Development Index (BDI)? A. BDI measures the ratio of product usage to availability in a particular market. B. BDI and CDI measure the same consumer behaviours. C. BDI compares the brand's total sales in a given market area with the percentage of the total population in that market. D. BDI indicates where a brand should maximize promotional spending, given their success in a particular geographic area.

41. In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI) a media planner obtains the following results: High BDI and Low CDI. What do these results imply? A. High market share and good market potential B. Low market share and good market potential C. High market share and that they should monitor for sales decline D. Low market share and poor market potential

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Chapter 10 - Media Planning and Budgeting for IMC

42. In calculating both the Brand Development Index (BDI) and the Category Development Index (CDI) a media planner obtains the following results: Low BDI and Low CDI. What do these results imply? A. High market share and good market potential B. Low market share and good market potential C. High market share and monitor for sales decline D. Low market share and overall poor market potential

43. If Volvo wanted to see how sales of their Polestar 2 were performing within the 34-55 age segment they would likely use: A. CDI B. BDI C. CDI / BDI D. share concentration ratio

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-08 Geographic Coverage

44. Which of the following situations offers the advertiser the least attractive marketing opportunity? A. High BDI; high CDI B. High BDI; low CDI C. Low BDI; high CDI D. Low BDI; low CDI

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Chapter 10 - Media Planning and Budgeting for IMC

45. Which of the following indices reflects a company with low market share in a given market? A. Low brand development index (BDI) B. High brand development index (BDI) C. Low category development index (CDI) D. High category development index (CDI)

46. Which of the following scenarios indicates that the brand is not doing well and leads one to believe it would be worthwhile to determine the reasons and make some changes? A. Nestle's Quik has a high market share in a declining powdered flavour market. B. iPhone's share of the growing mobile phone market is at an all-time high. C. Just when Stephanie entered the specialty textile flooring market people don't seem to want shag carpeting anymore. D. Even though the popularity of Asian fast-food restaurants is on the rise, the Flying Wok has seen a fifteen percent decline in sales over the past three months.

47. In terms of advertising, scheduling constant advertising without variation is referred to as: A. flighting B. continuity C. geographical weighting D. circulation

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Chapter 10 - Media Planning and Budgeting for IMC

48. Seasonal products such as Hallowe'en decorations and Valentine flowers would best make use of which scheduling alternative? A. Weighted ratings B. Continuous C. Flighting D. Pulsing

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

49. My product is silk ties, which are purchased at any time of the year, but more often at Christmas and on Father's Day. Given a limited budget, which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales? A. Continuous B. Share C. Flighting D. Pulsing

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

50. A product that may be consumed throughout the year, but has seasonal periods where consumption is higher might best employ a(n) _____ scheduling method. A. continuous B. pulsing C. flighting D. oscillating

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

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Chapter 10 - Media Planning and Budgeting for IMC

51. Which strategy would be most likely to be used by a marketer of dishwashing detergent? A. Continuous B. Share growth C. Flighting D. Pulsing

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

52. Which scheduling method would be inappropriate for the product named? A. Spring-blooming bulbs—continuous B. Soft drinks—pulsing C. Snow blower—flighting D. Accounting services—pulsing

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

53. Chrysler would probably wish to pursue a _____ scheduling strategy, while Rossignol Skis would use a _____ schedule. A. continuous; pulsing B. flighting; pulsing C. pulsing; flighting D. continuous; continuous

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

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Chapter 10 - Media Planning and Budgeting for IMC

54. Continuity scheduling works best for which of the following products? A. Swimming pool chemicals B. Tickets to a hockey game C. Laundry detergent D. Wood burning stoves

55. It is generally felt that consumers should get exposure to the message as close as possible to when they are going to make the purchase. On the basis of this idea, which would be the most effective scheduling method for winter boots? A. Pulsing B. Continuous C. Behavioural D. Flighting

56. _____ is the employment of periods of advertising along with periods of non-advertising. A. Weighting B. Continuity C. Pulsing D. Flighting

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Chapter 10 - Media Planning and Budgeting for IMC

57. For which of the following products is an advertiser most likely to use a flighting schedule? A. Cake mixes B. Shampoo C. Newspaper subscriptions D. Snow tires

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

58. When advertising scheduling involves constant advertising with heavier efforts being made at certain times, a(n) ______ schedule is being employed. A. intermittent B. pulsing C. flighting D. weighting

59. Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily in June and in September. This pattern represents which scheduling method? A. Flighting B. Continuity C. Pulsing D. Oscillating

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

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Chapter 10 - Media Planning and Budgeting for IMC

60. Disney World advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christmas season when most people are vacationing. This is an example of _____ scheduling. A. flighting B. geographical weighting C. continuity D. pulsing

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-02 Explain the process and identify the decisions for implementing media strategies. Topic: 10-09 Scheduling

61. Which of the following is NOT an advantage inherent in the flighting method of schedule advertising? A. Cost efficiency B. Extra strength during "on" periods C. Continuous target coverage D. Ability to include more than one advertising vehicle

62. Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada? A. One that emphasizes frequency rather than reach B. One that emphasizes reach rather than frequency C. One that balances reach and frequency D. One that uses a high cost per thousand approach

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Chapter 10 - Media Planning and Budgeting for IMC

63. New brands need a very high level of ______, since the objective is to make all potential buyers aware of the brand. A. reach B. frequency C. GRPs D. CPM

64. Given that a message is complex, the strategy should be to maximize ______ at the expense of ______. A. frequency; CPM B. reach; frequency C. reach; GRPS D. frequency; reach

65. The _____ the brand share, the _____ the frequency level required. A. lower; higher B. higher; lower C. lower; lower D. higher; higher

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Chapter 10 - Media Planning and Budgeting for IMC

66. A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in the project. The goal of the promotional strategy should be to: A. maximize coverage B. maximize reach C. increase frequency D. sacrifice frequency for reach

67. A company with a substantial advertising budget with little or no awareness in the target market should: A. maximize frequency and sacrifice reach B. maximize reach C. maximize coverage D. sacrifice reach for continuity

68. _____ is the number of target audience individuals exposed at least once to media vehicle in a specific time period. A. Coverage B. Frequency C. Reach D. Continuity

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Chapter 10 - Media Planning and Budgeting for IMC

69. Unduplicated reach is: A. average reach multiplied by average frequency B. duplicated reach plus total reach C. total market coverage less duplicated reach D. total reach less duplicated reach

70. To calculate gross ratings points (GRPs), you will need to: A. multiply reach times frequency B. divide reach times frequency by costs C. multiply CPM times average frequency D. divide average frequency by costs

71. ____ is a summary measure that combines reach and frequency. A. The Brand Development Index (BDI) B. The Category Development Index (CDI) C. Gross ratings points (GRPs) D. Target ratings points (TRPs)

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Chapter 10 - Media Planning and Budgeting for IMC

72. The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired message. A. average frequency B. average reach C. effective reach D. GRPs

73. No one knows the exact number of ______ necessary for an ad to make an impact, although advertisers have settled on ______ as the minimum. A. frequency; one B. reach; two C. GRPs; ten D. exposures; three

74. _____ is the number of times the target audience reached by a media vehicle is exposed to the vehicle over a specified period of time. A. Effective frequency B. Unduplicated reach C. Average reach D. Average frequency

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Chapter 10 - Media Planning and Budgeting for IMC

75. Each of the following statements about frequency is true EXCEPT: A. new brands generally require higher frequency levels. B. the lower the brand's share of voice, the higher the frequency required. C. the more unique the message, the higher the frequency level required. D. continuous scheduling requires less frequency than does pulsing or flighting.

76. Which of the following is NOT relevant to the vehicle source effect? A. People perceive ads differently depending on their context. B. If the advertising message is relevant and compelling to the target audience, the choice of media vehicle is not important. C. Media planners consider the most suitable media class and media vehicle for the target audience and the message. D. Certain media vehicles enhance the message because they create a mood that carries over to the communication.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 10-03 Explain the process and identify the decisions for implementing media tactics. Topic: 10-12 Media Vehicle

77. To evaluate the ______ cost of print media, ______ is used. A. absolute; CPM B. relative; CPM C. absolute; CPRP D. relative; CPRP

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-03 Explain the process and identify the decisions for implementing media tactics. Topic: 10-13 Relative Cost Estimates

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Chapter 10 - Media Planning and Budgeting for IMC

78. CPM is an expression of ______ for various media vehicles. A. relative cost B. absolute cost C. compared reach D. mode

79. The estimated number of people who read the magazine without buying it is called: A. overexposure B. absolute cost C. pass-along rate D. unduplicated reach

80. A major problem with the use of cost per thousand figures is: A. determining pass-along rates B. determining time spent reading the magazine C. calculating cost estimates efficiently D. determining an efficient way to estimate the effects of sweep periods

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 10-03 Explain the process and identify the decisions for implementing media tactics. Topic: 10-13 Relative Cost Estimates

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Chapter 10 - Media Planning and Budgeting for IMC

81. If the circulation of the National Post is 400,000 readers, and the advertising cost per page is $50,000, the CPM is: A. $0.125 B. $125 C. $8 D. $0.008

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-03 Explain the process and identify the decisions for implementing media tactics. Topic: 10-13 Relative Cost Estimates

82. Old Navy is planning a new print campaign. Which of the following media vehicles represents the most attractive CPM? A. The cost of a single-page ad in The Toronto Star (circulation - 309,000) is $58,000. B. The cost of a single-page ad in Canadian Living Magazine (circulation - 425,000) is $53,000. C. The cost of a single-page ad in Today's Parent Magazine (circulation - 116,000) is $22,000. D. The cost of a single-page ad in Metro Toronto newspaper (circulation - 205,000) is $22,500.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 10-03 Explain the process and identify the decisions for implementing media tactics. Topic: 10-13 Relative Cost Estimates

83. The comparative cost figure used for broadcast media is: A. the same as for print media, cost per thousand (CPM) B. cost per point of contact (CPPC) C. gross ratings point (GRP) D. cost per ratings point (CPRP)

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Chapter 10 - Media Planning and Budgeting for IMC

84. The media planning process concludes with the ___, which summarizes many of the media strategy and media tactics decisions. A. marketing plan B. blocking chart C. advertising plan D. CPM

85. In the marginal analysis approach to media budgeting, all of the following should be considered EXCEPT: A. sales B. fixed costs of advertising C. advertising expenditures and other variable costs D. demographic validity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-04 Distinguish among the theoretical and managerial approaches for media budget setting. Topic: 10-17 Theoretical Approaches in Budget Setting

86. The S-shaped response function implies that: A. initial advertising expenditures will have little impact on sales. B. sales effects will follow the microeconomic law of diminishing returns. C. sales will immediately decrease then increase. D. sales will immediately increase then decrease.

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Chapter 10 - Media Planning and Budgeting for IMC

87. The two models that are commonly used to explain the relationship between advertising and sales are the: A. concave-downward function and the S-shaped response function. B. S-shaped response function and the concave-upward function. C. marginal utility function and the S-shaped demand function. D. S-shaped demand function and the convex-downward function.

88. The _____ function is based on the microeconomics law of diminishing returns. A. concave-upward B. S-shaped demand C. concave-downward D. marginal utility

89. According to the S-shaped response curve: A. the effects of advertising quickly begin to diminish. B. the carryover effect is especially true for low-priced, frequently purchased consumer products. C. initial outlays of the advertising budget have a substantial impact on sales. D. sales are not absolutely related to the size of the advertising budget.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 10-04 Distinguish among the theoretical and managerial approaches for media budget setting. Topic: 10-17 Theoretical Approaches in Budget Setting

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Chapter 10 - Media Planning and Budgeting for IMC

90. A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1,000,000 worth of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by: A. arbitrary allocation B. the objective and task method C. competitive parity D. an S-shaped response

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 10-04 Distinguish among the theoretical and managerial approaches for media budget setting. Topic: 10-17 Theoretical Approaches in Budget Setting

91. The S-shaped response curve suggests that: A. advertising effectiveness will not be related to spending. B. very low spending levels will not work. C. advertising effectiveness will vary according to spending levels. D. sales and spending on advertising are not directly related.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-04 Distinguish among the theoretical and managerial approaches for media budget setting. Topic: 10-17 Theoretical Approaches in Budget Setting

92. As a result of __________, large advertisers can maintain advertising shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly. A. economies of scale B. differential advertising advantages C. competitive parity D. a concave-downward response

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 10-05 Apply the methods for allocating the media budget to relevant IMC tools and market situations. Topic: 10-16 Overview

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Chapter 10 - Media Planning and Budgeting for IMC

93. When executives determine the budget amounts to be allocated for each department's advertising expenditures, a ________ approach is being used. A. bottom-up B. marginal contribution C. top-down D. contribution forecast

94. All of the following are considered top-down approaches to determining budgets EXCEPT: A. the objective and task method B. the affordable method C. the percentage of sales method D. arbitrary allocation

95. Which of the following is NOT a top-down approach to budget setting? A. The affordable method B. Payout planning C. Competitive parity D. Return on investment

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Chapter 10 - Media Planning and Budgeting for IMC

96. The _____ method of budget setting consists of three steps: (1) defining the communication objectives, (2) determining the strategies and tasks to attain them, and (3) estimating the costs associated with performance of these strategies and tasks. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment

97. Which top-down budgeting method is being employed when expenditures are allocated by assigning a budget based on gut feelings? A. Arbitrary allocation B. Percentage of sales C. Affordable method D. Payout planning

98. The most commonly utilized method of budget determination by large firms is: A. competitive parity B. objective and task C. percentage of sales D. the affordable method

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Chapter 10 - Media Planning and Budgeting for IMC

99. To set an advertising budget, Entree cologne first examines competitors' advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed? A. Competitive parity and percentage of sales B. Competitive parity and payout planning C. Payout planning and percentage of sales D. Percentage of sales and objective and task

100. Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe? A. Competitive parity B. Marginal analysis C. Percentage of sales D. Objective and task

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 10-04 Distinguish among the theoretical and managerial approaches for media budget setting. Topic: 10-18 Managerial Approaches in Budget Setting

101. The _____ method is difficult to employ for a new company if no sales history is available, there is no basis of establishing the budget. A. objective and task B. affordable C. percentage of sales D. ROI

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Chapter 10 - Media Planning and Budgeting for IMC

102. The major problem with the _____ budgeting method is that cause and effect may be reversed. A. percentage of sales B. objective and task method C. competitive parity D. rapidly diminishing returns

103. The _____ method budgetary allocation method is designed to promote stability and minimize marketing warfare as well as taking advantage of the collective wisdom of the industry. A. percentage of sales B. arbitrary allocation C. objective and task D. competitive parity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 10-04 Distinguish among the theoretical and managerial approaches for media budget setting. Topic: 10-18 Managerial Approaches in Budget Setting

104. According to the competitive parity budgeting method, the firm: A. matches the competition's percentage-of-sales expenditures B. spends as much as it can C. allocates some portion of planned sales for the period to advertising D. spends the same total amount as its major competitors spend

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Chapter 10 - Media Planning and Budgeting for IMC

105. The _____ method of budgeting is being employed when expenditures are allocated according information gathered to determine industry averages for advertising. The budget is set to maintain a level consistent with industry spending. A. objective and task B. percentage of sales C. return on investment D. competitive parity

106. The _____ method of budgeting is being employed when expenditures are allocated after an experienced marketing department manager responds to a new employee's question, "How was the ad budget established in years past?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where." A. arbitrary allocation B. percentage of sales C. ROI D. competitive parity

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Chapter 10 - Media Planning and Budgeting for IMC

107. The _____ method of budgeting is being employed when expenditures are allocated by looking at the revenue generated from sales of the product during one year. The information gathered from this examination is used to determine the next year's dollar amounts. A. arbitrary allocation B. percentage of sales C. payout planning D. return on investment

108. In which of the following methods of budget determination is advertising considered an investment, similar to plant and equipment? A. Payout planning B. Objective and task C. ROI analysis D. Percentage of sales

109. Defining the communications objectives to be accomplished and estimating the costs associated with the performance of determined strategies and tasks are steps in the _____ method of budgeting. A. competitive parity B. payout planning C. objective and task D. return on investment

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Chapter 10 - Media Planning and Budgeting for IMC

110. The major advantage of the ______ method is that the budget is derived by the objectives to be attained. A. ROI B. competitive parity C. objective and task D. percentage of sales

111. All of the following are components of the objective and task method EXCEPT: A. a re-evaluation of objectives B. determination of competitor's expenditures C. monitoring D. estimation of required expenditures

112. _____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation. A. Payout planning B. Percent of sales method C. Objective and task D. Arbitrary allocation

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Chapter 10 - Media Planning and Budgeting for IMC

113. Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product? A. Its advertising budget should be double that needed to maintain the desired market share. B. Its advertising budget should be equal to that of the largest shareholder in the market. C. Its advertising budget should be as much as the firm can afford. D. Its advertising budget should be 10 percent greater than the average budget planned for the entire payout period.

114. The objective and task method is most difficult to utilize when: A. the product to be promoted is intangible and in the maturity stage of its product life cycle B. a service is being promoted C. the product to be promoted is a cash cow D. the product to be promoted is new to the market

115. Which of the following statements about the effects of the size of the market on advertising spending is NOT true? A. It is less expensive to reach the target audience in a large market, due to economies of scale. B. Excessive advertising expenditures in a small market will lead to wasted coverage. C. Audience fragmentation is evident in large markets; therefore, advertisers must spend more to reach their target. D. High growth potential is more important than the actual size of the market.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 10-05 Apply the methods for allocating the media budget to relevant IMC tools and market situations. Topic: 10-18 Managerial Approaches in Budget Setting

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Chapter 10 - Media Planning and Budgeting for IMC

116. Overall, research shows what about typical media spending? A. Organizations overspend B. They spend appropriately C. Organizations underspend D. Organizations struggle to track the amount of media spending

117. As a result of economies of scale, smaller advertisers: A. are likely to enjoy more favourable advertising time and space than large advertisers B. have declining average costs of product C. get higher advertising rates than large advertisers D. can maintain advertising shares that are smaller than their market shares

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Chapter 11 - Broadcast Media

Chapter 11 Broadcast Media

Multiple Choice Questions 1. When a national advertiser runs a commercial on a prime-time program that is seen all over the country, _____ advertising is being used. A. network B. affiliate C. aggregated D. spot

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe the media of television regarding delivery, types of TV advertising, time periods and programs, audience measurement, and streaming. Topic: 11-03 Types of TV Advertising

2. What media/company in Canada is currently untaxed and causing controversy? A. Radio B. Social Media C. Netflix D. TV

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Chapter 11 - Broadcast Media

3. A network assembles a series of ______ local TV stations, to which it supplies programming and services. A. remote B. affiliated C. hostile D. successful

4. The buying period for television advertising time that runs throughout the television season is known as the _____ market. A. up-front B. continual C. scatter D. local

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 11-01 Describe the media of television regarding delivery, types of TV advertising, time periods and programs, audience measurement, and streaming. Topic: 11-03 Types of TV Advertising

5. All non-network television advertising done by a national advertiser is known as _____ advertising. A. up-front B. spot C. local D. regional

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Chapter 11 - Broadcast Media

6. Which of the following is NOT TRUE about Smart TVs? A. Penetration of Smart TVs in the U.S. is still quite low, less than 20% in 2015. B. Consumers are able to connect their TV sets to the Internet through Smart TVs. C. Consumers may soon be able to avoid ads altogether through Smart TVs. D. Smart TV s are changing the advertising experience for TV viewers by allowing interactivity and extended brand content.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 11-01 Describe the media of television regarding delivery, types of TV advertising, time periods and programs, audience measurement, and streaming. Topic: 11-03 Types of TV Advertising

7. _____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers. A. Network advertising B. Spot advertising C. Regional advertising D. Syndication

8. Which of the following is NOT a reason why national advertisers might use spot television advertising? A. Concentrate advertising in areas where market potential is the greatest. B. Concentrate advertising in areas where more ad support is needed. C. Offer support and cooperative advertising to local dealers and retailers. D. They want to advertise a product with wide-spread distribution.

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Chapter 11 - Broadcast Media

9. _____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A. Station managers B. Affiliates C. Negotiators D. Station reps

10. Which of the following statements about spot advertising is true? A. Spot advertising offers flexibility in adjusting to local market conditions. B. Spot advertising is confined to station breaks between programs on network originated shows. C. Spot advertising is subject to less clutter than network advertising. D. Only local advertisers use spot advertising.

11. Most national advertisers: A. use only network advertising. B. prefer spot advertising because of lower rates, less clutter, and more flexibility. C. use both network and spot advertising and try to effectively combine the two types of advertising. D. do not need to concern themselves with spot advertising.

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Chapter 11 - Broadcast Media

12. In the early days of television, the production and content of most television programs was the responsibility of: A. the networks. B. the local affiliate. C. corporations who sponsored the shows. D. independent production companies.

13. With a ____ model advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it. A. sponsorship B. adjacencies C. syndications D. countertrades

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Chapter 11 - Broadcast Media

14. Companies prefer sponsorship arrangements for buying advertising time because sponsorship: A. allows companies to capitalize on the prestige of a high-quality program. B. is relatively inexpensive. C. means the advertiser can run more commercials per hour since time regulations do not apply. D. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.

15. The reason a company uses ______ is that the company has control over the number, placement, and content of its commercials. A. participation B. sponsorship C. syndication D. countertrade

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Chapter 11 - Broadcast Media

16. The traditional approach to sponsorship, with corporations being responsible for developing program content, has been updated, under the name: A. custom TV B. advertiser ownership C. original content D. branded entertainment

17. Branded content programming, where corporations are responsible for developing program content, is moving toward what channel: A. multi-brand participation B. executive sponsorship C. syndication D. the Internet

18. One of the biggest threats to the cable television industry in the 1990s was: A. competition from direct broadcast satellite (DBS) services. B. the creation of consortiums of advertisers for the purpose of improving network television. C. the exponential growth of the use of PVRs. D. CRTC rulings on lengths and commercial placements.

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Chapter 11 - Broadcast Media

19. The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with _________, allowing consumers access to similar extensive channel choices. A. public broadcasters B. advertising consortiums C. digital cable D. CRTC guidelines around competition between telco providers

20. The proliferation of specialty channels has influenced the nature of TV as an advertising medium. Expanded viewing options have led to considerable audience ______. A. hostility B. fragmentation C. happiness D. confusion

21. Cable subscribers can access shows not seen during regularly scheduled times through a service called: A. self-administered programming B. power viewing C. on-demand D. cable your way

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Chapter 11 - Broadcast Media

22. Which of the following is NOT a benefit of advertising on specialty networks? A. No large up-front commitment is necessary. B. Lower overall advertising rates. C. Consumer popularity enhances viewership numbers. D. Mass appeal of specialty programming fits shotgun approach to reach objectives.

23. While most network commercials are 30- or 15-second spots, direct-response advertisers often use these longer ads to describe their products and encourage viewers to order: A. late-night spot ads B. B-to-C specialty ads C. interstitials D. infomercials

24. The most watched specialty channel in Canada in terms of total hours is: A. Hunting channel B. TSN C. Food Network Canada D. CBC News Network

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Chapter 11 - Broadcast Media

25. _____ are the various time periods or segments into which a broadcast day is divided. A. Adjacencies B. Dayparts C. Spots D. Viewing hours

26. When a TV show that deals with new home renovations offers appliance brands the opportunity to display their brands as part of the renovation, they are using: A. product innovation B. sponsorship C. product placement D. dayparts

27. Programs such as "The Tonight Show starring Jimmy Fallon" and "Jimmy Kimmel Live" are aired during the _____ daypart. A. prime-time access B. prime-time C. late fringe D. evening

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 11-01 Describe the media of television regarding delivery, types of TV advertising, time periods and programs, audience measurement, and streaming. Topic: 11-04 Time Periods and Programs

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Chapter 11 - Broadcast Media

28. Which television daypart has the highest rates? A. Morning B. Prime-time C. Late news D. Late fringe

29. The television daypart that attracts the largest viewing audience is: A. daytime B. prime-time C. late news D. prime-time access

30. Since firms that advertise during prime time must pay premium rates, this daypart tends to be dominated by: A. large national brand advertisers B. government sponsored causes C. late news and other network promotions D. spot advertising purchased at the last minute

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Chapter 11 - Broadcast Media

31. This daypart occurs seven days a week between 7:00 p.m. and 11:00 p.m.: A. day time B. popular evening C. late fringe D. prime time

32. Daytime TV generally attracts: A. children B. women C. young adults D. empty nesters

33. Prime time draws about ____ of per capita television consumption. A. twenty percent B. twenty-five percent C. forty percent D. sixty percent

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Chapter 11 - Broadcast Media

34. There has been criticism of PPM because: A. it seemed only suited to networks with large audiences, not specialty channels. B. the PPM logger had sustained technical difficulties. C. it didn't work well with modern fiber optic systems. D. it over weighted data from younger television viewers.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 11-01 Describe the media of television regarding delivery, types of TV advertising, time periods and programs, audience measurement, and streaming. Topic: 11-04 Time Periods and Programs

35. In Canada, television audiences are measured by: A. CCAB and ABC B. BBC Canada and Reuters C. Numeris D. BBM Canada

36. A device worn by individuals that records a silent signal emitted from programming is called a(n): A. electronic diary B. media exposure device C. portable people meter D. prime-time access device

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Chapter 11 - Broadcast Media

37. Each of the following is true about Portable People Meters (PPMs) EXCEPT: A. The PPM is used to collect television viewing data only. B. The PPM collects data nationally and in large local markets. C. The PPM is also capable of receiving the signal from radio and cinema. D. The PPM measures on an individual level instead of a household or television basis.

38. The program rating is calculated when you divide ________ by ________. A. the overall television audience; the viewers who indicate that they like the program B. the number of people tuned to a particular show; the total number of people in the geographic area C. the total population; the total television audience D. the share of audience; the number of ratings points assigned

39. _____ is defined as one percent of all the television households in a particular area tuned to a specific program. A. Share of audience point B. Household using television (HUT) C. A program rating point D. A ratings point

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Chapter 11 - Broadcast Media

40. The amount of money that a station can charge for commercial time is based on the: A. daytime viewership B. prime-time viewership C. program ratings D. pre-negotiated purchases

41. Which of the following statements about program ratings and share of audience measures is true? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same. C. Share of audience is always higher than the program rating unless all of the households in a market have their set-in use. D. Unlike share of audience measures, program ratings consider variation in the number of sets in use since they are based only on those households that have their sets in use.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 11-01 Describe the media of television regarding delivery, types of TV advertising, time periods and programs, audience measurement, and streaming. Topic: 11-05 Measuring the TV Audience

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Chapter 11 - Broadcast Media

42. There are approximately 6 million television households in Canada. During a "Hockey Night in Canada" broadcast, 50 percent of the households had their television sets turned on and 1 million were watching the Montreal Canadiens face the Toronto Maple Leafs hockey game on the CBC. The share of audience for the game would be: A. 23 B. 33 C. 43 D. cannot be determined from information given

43. Numeric also uses the ____ for collecting television audience information in a number of local markets. A. people meter B. audiometer C. diary research D. video monitor

44. In which situation do viewers pay the most attention to advertising? A. TV on TV sets B. Listening to radio C. Watching video on mobile device D. Watching video online on a computer

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-08 Strengths of Television

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Chapter 11 - Broadcast Media

45. Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it: A. has such a low absolute cost. B. is very easy to develop creative television advertising. C. has a high level of geographic selectivity. D. has the ability to reach large audiences in a relatively cost-efficient manner.

46. A toy company runs commercials for its products on the Sponge Bob Square Pants show on Saturday mornings because Saturday morning TV caters to kids. This is an example of how _____ is possible through television. A. geographic diversity B. selectivity C. product exclusivity D. creativity

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-08 Strengths of Television

47. Which of the following is NOT an advantage of television as an advertising medium? A. The creative options available. B. Its mass coverage and cost effectiveness for reaching large markets. C. The intrusive nature of television, which imposes advertising on viewers while watching their favourite programs. D. Its processing time.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-08 Strengths of Television

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Chapter 11 - Broadcast Media

48. Television can offer advertisers selective coverage of target audiences through: A. program content with broad audience appeal B. broadcast time periods that reach specific types of audiences C. national networks which reach groups with general interests D. volume buying

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-08 Strengths of Television

49. Which of television's strengths applies to the advertiser's ability to match strategy according to the brand's BDI or CDI? A. Geographic coverage B. Scheduling flexibility C. Cost efficiency D. Target audience coverage

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-08 Strengths of Television

50. Saturday morning television programming consists largely of cartoons that are watched by children, while sports programming that is watched mostly by young men is prevalent on Saturday and Sunday afternoons. These are examples of ways television offers: A. geographic selectivity B. market penetration C. ways of breaking through advertising clutter D. scheduling focused on distinct audience segments

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Chapter 11 - Broadcast Media

51. Each of the following describes the strength of television's reach EXCEPT: A. advertisers can place ads in a combination of shows to reach as many in their target audience as they wish. B. the average Canadian watches 28 hours of TV per week, thereby consuming this medium more than any other. C. television reaches virtually every Canadian on a weekly basis. D. absolute cost of advertising

52. Which of the following is NOT a limitation associated with the use of television as an advertising medium? A. High costs for airtime B. High costs for production of quality commercials C. Unlimited creative options for developing and presenting advertising messages D. Commercial clutter

53. Which of the following factors make it difficult for companies with small advertising budgets to use television as part of their media mix? A. The fact that television programs do not reach their target markets B. The fact that small ad agencies generally do not know how to produce tv commercials C. The high costs of producing and airing television commercials D. The limited creative options available through television

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Chapter 11 - Broadcast Media

54. Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider, the amount of ______ time must be considered. A. processing B. emotive C. creative D. selective

55. Which of the following statements about the length of television commercials is true? A. Commercials have become longer as the demand for broadcast time has dwindled. B. Commercial length is increasing, and 60-second spots will become dominant by the end of the decade. C. Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. D. Fifteen-second commercials account for over half of the ads seen on network television.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-09 Limitations of Television

56. Which of the following statements about commercial length is true? A. Fifteen-second spots are the most common commercial lengths. B. Spiraling media costs have resulted in advertisers preferring shorter commercials. C. Most advertisers believe that shorter commercials cannot deliver a message as effectively as longer commercials. D. Fifteen-second spots typically sell for about the same amount as 30-second spots.

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Chapter 11 - Broadcast Media

57. Zipping amongst TV viewers is directly related to the use of: A. social media B. PVRs C. satellite dishes D. streaming

58. While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs. This is an example of the problem created by: A. the limited viewer attention for commercials B. message source alienation C. the fleeting nature of television commercials D. clutter

59. _____ refers to the practice of fast-forwarding through commercials on prerecorded programs, while _____ refers to channel changing to avoid commercials. A. Zipping; zapping B. Zapping; zooming C. Zipping; time shifting D. Time shifting; zipping

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Chapter 11 - Broadcast Media

60. Tom likes to watch WWE wrestling on TSN and police car chase videos on Fox. Both shows are on Friday night at the same time. When commercials start on one of the shows, he immediately switches to the other. Tom is engaged in: A. time shifting B. zooming C. zapping D. zipping

61. Tom prerecords "CSI" which is shown on Wednesday nights on CTV, so he can fast forward through the commercials. Tom engages in: A. time shifting B. zooming C. zipping D. zapping

62. Research has shown that the demographic group that engages in the highest level of commercial zapping is: A. older adults B. preteens C. young adult females D. young adult males

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Chapter 11 - Broadcast Media

63. Advertisers can inhibit consumers' zapping commercials by: A. lobbying to have remote control devices banned B. producing creative commercials that are meaningful to consumers and that attract and hold their attention C. devising shorter commercial formats D. advertising more on cable television

64. A tactic used by TV networks to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break B. shorten the commercial breaks C. show previews of the next week's program D. change the standard commercial format to 10-seconds

65. The pervasiveness and intrusive nature of ____ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. television C. newspapers D. direct response

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Chapter 11 - Broadcast Media

66. Studies show that distrust is generally the highest for which of the following types of advertising, though it is the preferred mode of video viewing? A. Personal selling B. Newspapers C. Television D. Magazines

67. TV viewing is thriving for several reasons EXCEPT: A. current TV shows are very good, as evidenced by how many people want to watch them online. B. viewers find watching sports on TV is better than watching it live because you have the added benefit of TV announcers calling the plays. C. people have no awareness of TV shows until they are on TV first. D. online content is not even in the same league as first-run TV content.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-08 Strengths of Television

68. Radio survived as an advertising medium by: A. competing directly with television B. evolving into a national advertising medium C. evolving into a primarily local advertising medium D. charging higher rates than television

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-10 Radio

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Chapter 11 - Broadcast Media

69. Each of the following is a benefit of buying network radio time EXCEPT: A. it reduces advertisers' flexibility in selecting stations B. minimized negotiation and administration work required C. lower costs D. opportunities for national and regional coverage

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-11 Types of Radio Advertising

70. The largest radio audiences occur during which of the following times? A. Early morning and late afternoon drive times B. Early morning and late evening C. Daytime and evening drive time D. Evenings when people are at home

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-12 Time Periods

71. Advertising rates on radio are negotiable based on all of the following factors EXCEPT: A. competitive television rates B. number of spots purchased C. availability D. level of audience selectivity required

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Chapter 11 - Broadcast Media

72. The majority of radio ads are _____ in length. A. 10 seconds B. 15 seconds C. 30 seconds D. 60 seconds

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-12 Time Periods

73. The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population. A. average quarter-hour figure B. cumulative audience C. average quarter-hour rating D. relative quarter hour share

74. Numeris provides information on radio listenership using a _____ method. A. people meter B. people meter method and a diary C. computer D. telephone feedback

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-15 Evaluation of Radio

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Chapter 11 - Broadcast Media

75. ______ are less likely to be heavy users of local radio advertising. A. National grocery product manufacturers B. Auto dealers C. Local retailers D. Restaurants

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-11 Types of Radio Advertising

76. Which of the following is NOT true about radio streaming? A. Many radio stations stream their broadcast online so that an Internet listener is exposed to the same ads as the broadcast listener. B. The largest group of Canadians to stream live radio, is Millennials (Gen Y, 26-34 years old). C. Approximately 25% of all English Canadians listen to radio via Internet streaming. D. Subscription based satellite radio services, such as SiriusXM, offer advertising opportunities as well.

77. Compared to television, radio has: A. fewer segmentation opportunities B. longer buyer lead times for preparing and placing ads C. greater reach and lower frequency opportunities with individual stations D. more of a local flavour

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-16 Strengths of Radio

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Chapter 11 - Broadcast Media

78. Which of the following statements about radio as an advertising medium is NOT true? A. Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. B. Radio has evolved into primarily a local advertising medium. C. A radio commercial is ideal for long copy when detailed information is called for. D. Radio is a high cost medium relative to TV.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-16 Strengths of Radio

79. The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules. A. creativity B. reach and frequency C. inherent drama D. audience selectivity

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-16 Strengths of Radio

80. Radio offers high levels of audience selectivity because of: A. the wide variety of program formats offered by different stations. B. the broadcast overlap of local radio stations. C. the transmission capability of the various stations. D. image transfer capabilities.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-16 Strengths of Radio

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Chapter 11 - Broadcast Media

81. A distinct problem with radio is: A. poor listener attention. B. lack of ability to target ethnic markets. C. absolute cost. D. lack of ability to make creative content.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-17 Limitations of Radio

82. An advertiser has a limited budget and wants to reach a well-defined but broad target audience in a local market area. Which of the following would you recommend? A. Network television B. Network radio C. Social media D. Local radio

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-14 Audio Streaming

83. _____ is just as much a problem with radio as with other advertising media, because radio stations can play as many minutes of advertising as they like. A. Clutter B. Cost C. Flexibility D. Geographic selectivity

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 11-04 Summarize the strengths and limitations of radio as an advertising medium. Topic: 11-17 Limitations of Radio

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Chapter 11 - Broadcast Media

84. Which of the following does NOT limit radio's effectiveness as an advertising medium? A. limited research data on listening audiences B. difficulty in retaining listener attention to commercials C. creative limitations because of the absence of a visual image D. flexibility in producing and scheduling commercials

85. The heaviest users of radio as an advertising medium are: A. national service providers B. local advertisers C. national retail chains D. tobacco and alcohol advertisers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 11-03 Describe types of radio advertising, time periods, and audience measurement. Topic: 11-20 Radio

86. Promoting a product by having it used in a movie is known as: A. out-of-home advertising B. product placement C. a direct response promotion D. publicity

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Chapter 11 - Broadcast Media

87. The use of Nike shoes in the movie "Forrest Gump" and the appearance of the Marriott Hotel logo in the movie "True Lies" are both examples of: A. product placement B. specialty advertising C. transactional advertising D. free-form marketing

88. Which of the following is a disadvantage associated with the use of product placements? A. Limited reach B. High exposure C. Low CPM costs D. Little clutter

89. Which support media should be employed if the objective is to associate the product with a very specific type of user and to appear as though it's really not being advertised at all? A. Mall posters B. Product placements C. Advertising specialties D. In-flight advertising

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90. Research indicates that the greatest strength of ______ lies in maintaining existing loyalty of current customers who see the product they consume actually being used in a realistic situation. A. movie theatre advertising B. product placement C. transit shelter advertising D. an in-flight magazine ad

91. When watching an NHL game on television, the digital advertising around the rink boards changes when the camera cuts away from the boards. This is a form of: A. video advertising B. place-based advertising C. product placement D. specialty advertising

92. Which of the following statements about product placement advertising is true? A. While television advertising can be both visual and verbal, product placement relies on visual exposure only. B. The brand personality and its positioning must "fit" with the characters and plot of the story. C. The more a brand pays for product placement, the longer its exposure in the movie will be. D. The power of product placement is such that it is not necessary to run other product advertising.

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93. Which of the following is an example of an advantage associated with product placement? A. High absolute cost B. Negative public reaction C. Maintaining existing loyalty of current customers D. Lack of control

94. Two Visa decals which were placed on the front window of a travel agency where Toula worked in "My Big Fat Greek Wedding" represent an example of: A. specialty advertising B. promotional products marketing C. product placement D. sales promotion

95. It is very difficult for movie theatre audiences to physically avoid the _____ unless they physically leave the theatre. A. product placement B. sales promotion C. publicity D. TV exposure

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Chapter 11 - Broadcast Media

96. In many ____, the advertiser has no say over when and how often the product will be shown. A. radio commercials B. movies C. infomercials D. TV commercials

97. Which of the following is not a limitation of product placement? A. There is no guarantee that viewers will notice the product. B. The product cannot be placed in a context which is beneficial for branding. C. The viewing period is often brief. D. There is no potential for discussing product benefits or providing detailed information.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Easy Learning Objective: 11-02 Summarize the strengths and limitations of television as an advertising medium. Topic: 11-05 Measuring the TV Audience

98. When a video or piece of music is created by an advertiser in an attempt to entertain viewers while advertising their products, this is called: A. blurred promotion B. brand-generated content C. editorial content D. branded entertainment

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Chapter 11 - Broadcast Media

99. Research companies offer data for all of the following measurements EXCEPT: A. recall of product placement in the previous night's network television shows. B. viewers' attitudes about product placement in TV shows. C. sales generated from product placement in television and movies. D. product placement vs television commercial cost/value comparisons for each hundredth of a second of exposure.

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Chapter 12 - Print Media

Chapter 12 Print Media

Multiple Choice Questions 1. Which of the following statements about newspapers and magazines as advertising media vehicles is TRUE? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising medium but are also used by national advertisers. C. Magazines are primarily a local advertising medium. D. Because of the difference in media format, there is no competition between broadcast and print media.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-01 Magazines

2. New Balance's marketing research has shown that there are a large number of serious runners living in the western region of Canada. These individuals would be willing to pay over $100 for a pair of running shoes. To reach this market the best media option would probably be: A. regional editions of general interest magazines such as Time or Maclean's. B. the sports section of national newspapers such as The Globe & Mail. C. regional editions of general sports magazines such as Sports Illustrated. D. regional editions of specialty magazines such as Runner's World.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-02 Classifications of Magazines

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Chapter 12 - Print Media

3. Because they generally require some attention and effort on the part of the consumer to process the information they provide, _____ are often referred to as high-involvement media. A. newspapers and magazines B. newspapers and television C. magazines and radio D. radio and television

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-01 Magazines

4. Which of the following statements about the role of magazines is true? A. The advantages and disadvantages associated with the use of magazines as an advertising media vehicle are roughly equivalent. B. Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. C. Magazines generate all of their total revenue from advertising. D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising.

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Chapter 12 - Print Media

5. According to Canadian Advertising Rates and Data, magazines are classified as _____ publications. A. consumer, ethnic, farm, and business B. regional, ethnic, national, and international C. agrarian, ethnic, industrial, and specialized D. general, ethnic, specialized, and niche

6. Which advertising medium are consumers most receptive to? A. Magazines B. Radio C. TV D. Newspapers

7. A magazine can be categorized by each of the following EXCEPT: A. the fact that it is only available by subscription B. the fact that it is a monthly publication C. its geographic coverage D. the advertisers who place ads in the publication

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-02 Classifications of Magazines

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Chapter 12 - Print Media

8. Healthy Pet and Photo Life are examples of: A. general interest consumer magazines B. special interest consumer magazines C. trade publications D. special interest business magazines

9. A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a: A. general interest farm publication; specialized farm publication B. specialized farm publication; trade magazine C. general interest farm publication; special interest consumer magazine D. general interest business magazine; general interest farm publication

10. Why are farm publications not classified with business publications? A. Historically, farms have not been perceived as businesses, though today they are certainly considered businesses. B. The number of farm magazines, if added to the number of business magazines, would make the category too large. C. Farm magazines are a hybrid of consumer and business magazines. D. Canadian laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

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Chapter 12 - Print Media

11. What language is the majority of Canadian ethnic publications written? A. French B. Chinese C. English D. Arabic

12. Which of the following is an example of a trade journal? A. Maxim B. Maclean's C. Chatelaine D. Canadian Grocer

13. Floral Management is a publication aimed at providing information to retail florists, so they manage their stores more efficiently and more profitably. It is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial

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Chapter 12 - Print Media

14. Process Equipment and Control News is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial

15. Based on the circulation figures of 2012-13, what is the largest U.S. based magazine in Canada? A. National Geographic B. Martha Stewart Living C. O, The Oprah Magazine D. Men's Health

16. Which of the following would Canadian Advertising Rates and Data (CARD) classify as a general business magazine? A. Canadian Business B. Drug Store News C. Restaurant News D. Architectural Digest

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Chapter 12 - Print Media

17. Why do advertising rates in ethnic magazines tend to be lower than in general interest publications? A. The majority of them are written in English. B. There tend to be only four to seven publications in some of the non-dominant languages. C. They tend to have low or unauthenticated circulation figures. D. National advertisers do not tend to market to ethnic minorities.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-02 Classifications of Magazines

18. Which of the following statements about advertising in foreign publications is NOT true? A. Canadian businesses are not allowed to advertise in foreign magazines sold in Canada. B. Foreign publications can accept up to 18% of their advertising space from Canadian advertisers for magazines sold in Canada. C. Foreign publications can accept a greater amount of Canadian advertising if the majority of editorial content is Canadian. D. About 90% of foreign publications sold in Canada are U.S. based.

19. According to 2012-13 stats the U.S. magazine with the largest paid circulation in Canada is: A. O, The Oprah Magazine B. Prevention C. National Geographic D. Readers Digest

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Chapter 12 - Print Media

20. A magazine's _______ is one of the primary considerations for an advertiser selecting a particular magazine for advertising. A. clutter B. circulation C. price at the newsstand D. lead time

21. Many magazines are provided free to individuals a publisher feels are appropriate members of a product or services target audience. This is known as: A. primary circulation B. guaranteed circulation C. free circulation D. controlled circulation

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Chapter 12 - Print Media

22. Advertisers may be skeptical about placing ads in magazines sold at less than full value for each of the following reasons EXCEPT: A. advertising rates may not be lower even though the price of the magazine is discounted. B. subscribers who pay for a magazine are more likely to read it than are those who get it at a discount or free. C. if a magazine is not audited, there is less data for measuring the success of the message. D. the editorial content in controlled circulation magazines is less targeted than in other consumer publications.

23. Most major publications are audited by ______. A. Alliance for Audited Media B. Business Publications Audit C. Standard Rate and Data Service D. Audit Bureau of Circulations

24. ______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle. A. The Canadian Circulations Audit Board B. Standard Rate and Data Service C. A circulation verification service D. Mediamark Research, Inc.

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Chapter 12 - Print Media

25. Information on the characteristics of magazine audiences in Canada is primarily provided by: A. Magazines Canada B. A. C. Neilson C. the magazines themselves D. SRDS's Business Publication Advertising Source

26. _____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read by numerous individuals in public places. A. Primary readership B. Guaranteed readership C. Pass-along readership D. Total readership

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Chapter 12 - Print Media

27. Which of the following comparisons of primary in-home readers of a magazine and passalong readers is true? A. Advertisers generally attach greater value to primary in-home readers. B. Advertisers generally attach greater value to pass-along readers. C. Pass-along readers should be totally discounted in evaluating magazine readership. D. Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers.

28. A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. A. 2.5 B. 4.5 C. 5.5 D. 7.5

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-03 Magazine Circulation and Readership

29. The cost of advertising space in magazines is primarily a function of: A. the size of the advertisement. B. the ad's position in the magazine. C. the frequency of ad insertions. D. the circulation of the publication.

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Chapter 12 - Print Media

30. Which of the following would NOT affect the cost of advertising in a consumer magazine? A. The size of the advertisement B. The number of total ads in the magazine by all advertisers C. The circulation of the magazine D. Special production requirements

31. Which of the following statements about the use of colour in magazine advertising is true? A. Black and white ads are generally considered superior to colour in terms of recall, awareness, and retention. B. Advertisers prefer using black and white because of the greater visual impact it makes. C. Research has shown that colour ads are superior to black and white ads in terms of attracting and holding attention. D. There is no difference in audience recall, awareness, and attention between black and white and colour ads.

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Chapter 12 - Print Media

32. All of the following may result in additional costs for a single magazine advertisement EXCEPT: A. four-colour illustrations B. bleed pages C. if the buyer chooses to purchase multiple ads D. gatefolds

33. Magazines such as Martha Stewart Living, O The Oprah Magazine, and Men's Journal are succeeding because: A. the magazines have very large circulation bases. B. the publications have large editorial staffs. C. the magazines appeal to the conspicuous consumption lifestyle of today's consumers. D. the magazines have editorial platforms that appeal to the interests, lifestyles, and demographics of many potential consumers.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 12-01 Identify the different types of magazines available for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and the factors that influence advertising rates. Topic: 12-06 Strengths of Magazines

34. Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which advertising medium? A. Place-based media B. Magazines C. Local radio D. Billboards

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-06 Strengths of Magazines

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Chapter 12 - Print Media

35. A company that manufactures ski boots might prefer to advertise in specialized publications such as Ski or Skiing rather than general interest magazines and sports magazines such as Sports Illustrated because of: A. the broader reach of the specialized publications B. the greater audience selectivity of the specialized publications C. fewer ads and less clutter in the specialized publications D. the creative flexibility available in specialized magazines and not available in more general-interest publications

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-06 Strengths of Magazines

36. One of the primary advantages of using magazines as an advertising medium is their: A. Audience selectivity B. low clutter level C. limited reach and frequency D. low absolute costs

37. The fact that most magazines are published for special-interest groups gives them a high degree of: A. permanence B. flexibility C. selectivity D. reach

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-06 Strengths of Magazines

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Chapter 12 - Print Media

38. ______ based on targeted demographics, geographic area, lifestyle and is available in magazines. A. Selectivity B. Flexibility C. Credibility D. Ad rates

39. Zoomer, a magazine targeted to adults over 45, offers advertisers _____ selectivity. A. demographic B. geographic C. lifestyle D. behavioural

40. Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: A. magazines like Toronto Life and Vancouver Magazine. B. special-interest farm publications. C. trade publications. D. international editions of magazines only.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Easy Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-06 Strengths of Magazines

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Chapter 12 - Print Media

41. Marketers can achieve geographic selectivity in magazine advertising by advertising in: A. general-interest business publications. B. national editions of major magazines that cover the entire country. C. magazines that are edited for and targeted toward particular regions, cities, or areas. D. magazines that are targeted at people who enjoy gardening.

42. Which of the following does NOT contribute to the reproduction quality of magazine advertising? A. The high quality of the paper stock used in magazines. B. Printing processes that provide excellent reproduction of black and white pictures. C. Prevalent use of colour in magazine ads. D. Creativity developed to evoke an emotional response.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-06 Strengths of Magazines

43. The use of a third page that folds out to create an extra-large advertising spread in a magazine is called a: A. premium size ad B. print extension C. gatefold D. page manipulator

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Chapter 12 - Print Media

44. Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: A. gatefolds B. bleed pages C. maximum coverage ads D. overruns

45. An ad for PEI potatoes is a close-up view of a baked potato covered in sour cream swirls and bacon bits. The swirls extend to the very edge of the page. This ad is an example of a(n): A. gatefold B. bleed page C. maximum coverage ad D. total page ad

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-06 Strengths of Magazines

46. Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines B. the geographic flexibility of magazines C. the selectivity of magazines D. the creativity of magazine ads and their ability to attract readers' attention

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Chapter 12 - Print Media

47. An advantage of magazines as a medium is that? A. They are consistently a low-cost advertising solution. B. They are read over a few days. C. Most people focus exclusively on this medium. D. They offer a fuller sensory experience than TV.

48. Magazine publishers attempt to control the perception of _________ by maintaining a reasonable balance of editorial pages to advertising. A. quality B. colour C. creativity D. clutter

49. Elena Tomassi is an avid skier and likes to take a weeklong ski vacation every winter. To help plan her vacation, she keeps all of the past issues of Skiing magazine she has received so she can consult them as she makes her selection of a ski resort. Elena's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium? A. Geographic selectivity B. Services C. Permanence D. Prestige

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Chapter 12 - Print Media

50. The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Elm Street and Esquire magazines. The company feels that these magazines are very well respected and provide a favourable environment that helps enhance the image of its products. This example demonstrates which advantage of magazines as an advertising medium? A. Geographic selectivity B. Creative flexibility C. Prestige D. Permanence

51. The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She feels the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over what specific aspect of magazine advertising? A. Permanence B. Creative options C. Media image D. Reproduction quality

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Chapter 12 - Print Media

52. Consumers purchase _____ as much for their advertising as for their editorial content. A. magazines B. travel books C. pay-for-view movies D. subscriptions to blogs

53. "Used a coupon," "switched to a different brand," and "discussed an ad with a friend" are all behavioural effects of which strength of magazine advertising? A. Clutter B. High involvement processing C. Cost efficiency D. Target audience coverage

54. After newspapers, _____ ads are likely to be received most favourably by consumers. A. radio B. TV C. billboard D. magazine

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Chapter 12 - Print Media

55. Which of the following is a disadvantage of advertising in magazines? A. Low publication prestige B. Long lead time C. Poor reproduction quality D. Lack of demographic selectivity

56. What is the main disadvantage for an advertiser of a popular consumer product when they look at advertising in magazines? A. Lack of extensive target audience coverage B. Lack of prestige C. Lack of consumer receptivity to ads D. Limited reach and frequency

57. Advertisers who are seeking broad reach and frequency in their media schedules: A. find magazines very effective since individual publications reach a very broad target audience. B. will find broad reach and frequency an easy goal to accomplish with magazines. C. must purchase space in a number of different magazines since most publications have thin penetration of households. D. need to advertise repeatedly in the same magazine.

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Chapter 12 - Print Media

58. Which of the attributes of magazines is accurate? A. Popular consumer magazines have low reach and frequency. B. Magazines tend to offer significant scheduling flexibility C. Problems with clutter D. Magazines are inefficient at reaching audiences with high cost per thousand reached.

59. A company hired a celebrity to be a spokesperson for the company and developed a print advertising campaign featuring the celebrity. In the interim, it was discovered that the celebrity was involved in embarrassing behaviour. The company immediately dismissed him as a spokesperson. However, this spokesperson could cause serious embarrassment to the company if the organization had already negotiated with several magazines to run these ads. Which characteristic of magazines would be the major source of the problem? A. Long lead time B. Lack of publication permanence C. Loss of publication prestige D. Clutter

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 12-02 Evaluate the strengths and limitations of magazines as an advertising medium. Topic: 12-07 Limitations of Magazines

60. The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: A. clutter B. loss of publication prestige C. long lead times D. high costs

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Chapter 12 - Print Media

61. The flipside of magazine selectivity is: A. scheduling flexibility B. extensive coverage C. narrow coverage D. cost efficiency

62. Which of the following statements about clutter in magazine advertising is true? A. Clutter is not really a problem at all in magazine advertising. B. Most magazines devote less than 30% of their pages to advertising so clutter is not really a problem. C. The clutter problem for a magazine increases as they become more successful since they attract more ad pages. D. Clutter is a more serious issue for magazines than for either television or radio.

63. Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising B. consumers have been trained to expect more ad messages than they can decode C. exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad D. print ads are always more creative and interesting than television ads

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Chapter 12 - Print Media

64. _____ newspapers originate in small towns or suburbs and usually focus on news, sports, and events relevant to a local area or community. A. Daily B. Community C. Special audience D. Regional

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 12-03 Identify the types of newspapers offered for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and how advertising rates are determined. Topic: 12-09 Types of Newspapers

65. The vast majority of newspapers are: A. special-audience newspapers B. weekly community newspapers C. daily publications serving a local community D. national business newspapers

66. The Globe & Mail and The National Post are examples of _____ newspapers. A. weekly B. national C. regional D. weekday

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Chapter 12 - Print Media

67. Linn's Stamp News is a newspaper written specifically for stamp collectors and published monthly. It does not contain any information that would not be of interest to people who collect stamps. It is an example of a: A. trade newspaper B. special-audience newspaper C. demographically oriented newspaper D. newspaper supplement

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 12-03 Identify the types of newspapers offered for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and how advertising rates are determined. Topic: 12-09 Types of Newspapers

68. Which of the following would be an example of special-audience newspaper? A. The Halifax Herald B. The Sunday Sun C. The Calgary Herald D. A college newspaper

69. The Globe and Mail publishes Report on Business magazine monthly, and it is included with the newspaper. This magazine is called a: A. special audience newspaper B. community newspaper C. newspaper supplement D. national newspaper

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Chapter 12 - Print Media

70. Simone rides the subway to work every day. In the morning, she picks up a copy of Metro for free at the subway station. Metro is an example of: A. a free daily newspaper B. a supplement to a full daily newspaper C. an advertising-free news magazine D. a special-audience newspaper

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 12-03 Identify the types of newspapers offered for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and how advertising rates are determined. Topic: 12-09 Types of Newspapers

71. Which of the following statements does NOT describe community newspapers? A. These papers focus on primarily on news, sports, and events relevant to the local area. B. They usually ignore content covered by the city-based daily newspaper. C. National advertisers always prefer the geographic focus and lower absolute cost of community newspapers. D. These papers appeal primarily to local advertisers.

72. Which of the following is NOT true about Internet newspapers? A. Newspaper publishers are concerned about having to charge for a free online service. B. Readers go to online newspapers seeking content that they can trust. C. Newspapers developed apps so that readers could access their content on new reading and mobile devices. D. So far, social media has not impacted the reporting of news through Internet newspapers.

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Chapter 12 - Print Media

73. _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. Display B. Classified C. Branded D. Supplement

74. Which of the following does NOT describe preprinted newspaper inserts? A. They are printed by the advertiser and sent to the newspaper for insertion before delivery. B. They can be used in specific circulation zones to reach shoppers in particular trade areas. C. They must comply with certain printing specs like size and page numbers so that they can be efficiently inserted. D. Promotional inserts can be used to provide information and/or drive readers to online sources.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 12-03 Identify the types of newspapers offered for advertising, how circulation and readership levels are determined, how audience size and its characteristics are measured, and how advertising rates are determined. Topic: 12-10 Types of Newspaper Advertising

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Chapter 12 - Print Media

75. The ____ is a market outside of a city whose residents regularly do business within the city. A. city zone B. retail trading zone C. designated market area D. MSA

76. The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city. A. city zone B. MSA C. consolidated market zone D. retail trading zone

77. One of the core purposes of Newspapers Canada is to: A. make newspaper advertising rates the same for everyone. B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process. C. make sure that national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users. D. publish research information about Canadian daily newspapers.

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Chapter 12 - Print Media

78. Traditionally, newspaper advertising space has been sold by the: A. open rate structure B. absolute cost method C. agate line D. cost per thousand (CPM)

79. When newspapers offer discounts, they are using a(n) _____ structure. A. favourable B. illegal C. unfavourable D. open rate

80. An advertiser can obtain a specific position on a newspaper page by paying a _____ rate. A. frequent advertiser B. run of paper C. preferred position D. custom placement

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Chapter 12 - Print Media

81. When the advertiser allows its ad to be placed on any page or position the publisher desires, it will be quoted a(n) _____ rate. A. custom placement B. run of paper C. preferred position D. open position

82. _____ will find newspapers very inefficient because of the wasted circulation. A. Fishing rod manufacturers B. Supermarkets C. Home electronics retailers D. Hotels

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 12-04 Evaluate the strengths and limitations of newspapers as an advertising medium. Topic: 12-15 Limitations of Newspapers

83. Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ when they are responding to natural disasters such as earthquakes or hurricanes. A. television B. radio C. newspapers D. direct mail

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 12-04 Evaluate the strengths and limitations of newspapers as an advertising medium. Topic: 12-14 Strengths of Newspapers

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Chapter 12 - Print Media

84. Which of the following is NOT an advantage associated with advertising in newspapers? A. High degree of market coverage B. High level reader involvement C. High geographic flexibility D. High reproduction quality

85. Iryna overheard a conversation in which the following terms were used: Short closing times, high penetration, and ad reproduction limitations. Which media vehicle was being discussed in the conversation that Iryna overheard? A. Newspapers B. Magazines C. Direct mail D. Billboards

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 12-04 Evaluate the strengths and limitations of newspapers as an advertising medium. Topic: 12-14 Strengths of Newspapers

86. One of the greatest limitations of newspapers as an advertising medium is: A. its lack of creative ad formatting B. the lack of reader interest and involvement C. consumer distrust of newspapers as a credible source D. its poor reproduction quality

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 12-04 Evaluate the strengths and limitations of newspapers as an advertising medium. Topic: 12-15 Limitations of Newspapers

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Chapter 12 - Print Media

87. An advertiser might use an island ad as a way to: A. break through the clutter typically found in newspapers B. create high reproduction ads C. promote the specific brands of clothing carried by the store D. reduce overall costs of newspaper advertising

88. A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n): A. offset page B. gatefold C. ink-set image D. island ad

89. While _____ can offer geographic selectivity, it is not a selective medium in terms of demographics or lifestyle characteristics. A. radio B. newspapers C. magazines D. television

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 12-04 Evaluate the strengths and limitations of newspapers as an advertising medium. Topic: 12-15 Limitations of Newspapers

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Chapter 12 - Print Media

90. Historically most consumers rely heavily on _____ not only for news, information, and entertainment, but also for the advertising it contains. A. newspapers B. magazines C. newsletters D. direct mail

91. Each of the following statements about readers' selective exposure and attention to newspapers ads is true EXCEPT: A. A daily newspaper is rarely kept around the home for more than a day. B. Consumers tend to spend a short amount of time reading the paper each day, so exposure to ads is limited. C. Readers may not even open certain sections and will miss seeing an ad altogether. D. Advertisers can't specify a specific section of the paper in which to place their ad, which might at least lessen the lack of exposure.

92. Most _____ reach broad and very diverse groups of consumers, which makes it difficult for marketers to focus on narrowly defined market segments. A. newspapers B. magazines C. radio stations D. daytime television dramas

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Chapter 13 - Out-of-Home and Support Media

Chapter 13 Out-of-Home and Support Media

Multiple Choice Questions 1. Those vehicles used to reinforce communications messages that may have been received from other forms of advertising are called: A. support media B. out-of-home advertising C. indirect communications D. advertising accessories

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-01 Outdoor Media

2. _____ delivers advertising messages that we experience while moving about our town or city and accomplishing our day-to-day activities. A. Support media B. Out-of-home advertising C. Indirect communications D. Motion advertising

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Chapter 13 - Out-of-Home and Support Media

3. Which of the following is NOT an example of an out-of-home medium? A. Posters located in high-traffic areas B. A sign for calvin klein jeans inside a bus shelter C. An ad in the subway D. A paid pop up ad on facebook

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-01 Outdoor Media

4. _____ posters are those that have a light behind them so that they are more clearly illuminated. A. Backlit B. Super board C. Rear-projection D. Spectacular

5. The term used to describe ads on trucks or other vehicles is: A. video-display units B. mobile signage C. truck displays D. street-level posters

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Chapter 13 - Out-of-Home and Support Media

6. Which of the following statements about outdoor billboards is true? A. Animation is possible only in indoor locations due to weather conditions and glare. B. Outdoor billboards lack the ability to deliver a lengthy, comprehensive message. C. Outdoor billboards are ideal for providing promotional price information in a timely fashion. D. Lengthy, large headlines always enhance brand recognition.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-02 Outdoor Media Options

7. Which of the following is true about the usefulness of street-level posters? A. Large amounts of text and pictures of people enhance product recognition. B. Short headlines, longer body text and a product shot make the posters more compelling to audiences. C. Specifying a brand name in the headline enhances message appeal. D. The use of humour accelerates brand recognition.

8. These are sold on a per location basis due to their size and the low number of options available in major Canadian markets. A. Street-level posters B. Transit shelters C. Spectaculars D. Mobile signage

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Chapter 13 - Out-of-Home and Support Media

9. Outdoor research needs to rely on: A. geodemographic statistics B. demographic research C. traffic pattern and pedestrian traffic analysis D. traffic pattern analysis and income studies

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-02 Outdoor Media Options

10. The Out-of-Home Marketing Association of Canada (OMAC) investigated time spent inside and outside the home, out-of-home exposure, commuting habits, and shopping behaviour in two studies called: A. "Day in the Life" studies B. "Slice of Life" studies C. "Out-of-Home Media Exposure" studies D. "Consumer Behaviour" studies

11. One strength of OOH is that: A. it is difficult to avoid because it is so pervasive B. it is the least expensive form of advertising C. it offers superior customer targeting abilities D. it allows for lengthy appeals

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Chapter 13 - Out-of-Home and Support Media

12. Studies show that urban commuters are exposed as much by this media as by Internet or television advertising. A. Out-of-home B. Radio C. Special interest magazines D. Daily newspapers

13. Manny is the product manager for a leading brand of men's outer wear. He feels that his message will be best received when his potential consumer is actually shopping for a new jacket. He should use this form of media in his next campaign. A. Radio B. Mall posters C. Internet banner ads D. Sports television

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-03 Audience Measurement

14. A company wishing to advertise to a very specific target market with a message designed to aid comprehension of the product benefits offered should use: A. transit advertising B. billboards C. rolling boards D. specialty magazine advertising

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-05 Limitations of Outdoor Media

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Chapter 13 - Out-of-Home and Support Media

15. According to OMAC studies, what time of day do most workers shop? A. On their way to work B. On their way home from work C. After they get home from work D. Weekends and days not at work

16. Which of the following is NOT an advantage associated with outdoor advertising? A. High levels of frequency B. Low absolute cost C. A very competitive CPM D. The ability to present very creative messages

17. Which of the following is an advantage associated with outdoor advertising? A. High degree of waste coverage B. Clutter C. The potential for a large geographic coverage D. Image problems

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Chapter 13 - Out-of-Home and Support Media

18. An advertiser might decide to NOT use outdoor advertising because the medium: A. is prone to wear out B. does not produce a high level of product or brand awareness C. has a low level of frequency D. does not command attention

19. The two objectives of OOH are generally: A. ability to build category need and ability to deliver absolute cost B. ability to use short copy effectively and to deliver low absolute cost C. high awareness and ability to use short copy effectively D. low absolute cost and ability to use short copy effectively

20. Air Canada wishes to advertise in a medium with wide coverage of local markets and high levels of frequency. Which type of media is best suited to their goal? A. Outdoor B. Newspaper and transit C. Airport advertising and mobile billboards D. In-store and out-of-store

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 13-01 Identify the options within outdoor media for developing an IMC program and audience measurement, and their strengths and limitations. Topic: 13-04 Strengths of Outdoor Media

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Chapter 13 - Out-of-Home and Support Media

21. Which form of support media provides a high degree of geographic selectivity? A. Product placement and mobile billboards B. Movie theatre advertising and video advertising C. Outdoor advertising and transit advertising D. Aerial advertising

22. People tend to speed past outdoor ads, so the most effective messages will be limited to an impactful visual and a few words. This is a function of: A. limited selectivity. B. short processing time. C. high cost per impression. D. executional limitations of outdoor advertising.

23. A percentage of the traffic passing a particular billboard will not be interested in what is being promoted on it. This phenomenon is known as _____. A. over indexing B. excess reach C. clutter D. waste coverage

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Chapter 13 - Out-of-Home and Support Media

24. ____ is targeted at the millions of people who are exposed to commercial transportation facilities including buses, subways, light-rail trains, and airplanes. A. Transit advertising B. Outdoor advertising C. Place-based media D. Point-of-purchase media

25. Which of the following is NOT an advantage associated with transit advertising? A. Long exposure time for interior transit cards B. High frequency of exposure C. Target audience selectivity D. Geographic selectivity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 13-02 Identify the options within transit media for developing an IMC program, and their strengths and limitations. Topic: 13-08 Strengths of Transit Media

26. Which of the following is NOT a disadvantage associated with transit advertising? A. Extensive reach B. Clutter C. Media image D. Waste coverage

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Chapter 13 - Out-of-Home and Support Media

27. The anxious, irritated, or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising. A. specialty B. transit C. radio D. movie

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 13-02 Identify the options within transit media for developing an IMC program, and their strengths and limitations. Topic: 13-08 Strengths of Transit Media

28. Interior cards, exterior posters, station domination are all examples of what kind of media? A. Transit B. Movie theatre C. Airport D. Shopping mall

29. Which of the following is NOT true about superbus advertising? A. Advertisers purchase space on an entire fleet of buses, thus making a "super" impression. B. The advertiser "owns" the bus for the time of the contract. C. Often an advertiser must take a contract of a half- or full year. D. The entire surface of the bus is covered in a vinyl ad.

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Chapter 13 - Out-of-Home and Support Media

30. Transit media is sold: A. to the highest bidder in any particular time period. B. bus-by-bus and station-by-station. C. on a four-week basis with a certain desired level of GRPs. D. according to level of exposure.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 13-02 Identify the options within transit media for developing an IMC program, and their strengths and limitations. Topic: 13-07 Transit Media Options

31. Which of the following is NOT considered transit advertising? A. Air Canada's in-flight magazine B. Super boards C. In-flight radio D. Station domination

32. Bringing an advertising medium to consumers wherever they may be is the strategy behind: A. indoor as well as outdoor media. B. multi-location insertions. C. specific location media. D. place-based media.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 13-03 Identify the options within place-based media for developing an IMC program, and their strengths and limitations. Topic: 13-10 Place-Based Media

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Chapter 13 - Out-of-Home and Support Media

33. Which support media should be employed if the product is expensive cologne, and the target audience for the product is upscale businesspeople? A. Billboards B. Product placements C. Yellow Pages D. In-flight advertising

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 13-02 Identify the options within transit media for developing an IMC program, and their strengths and limitations. Topic: 13-08 Strengths of Transit Media

34. Which support media should be employed if the product/service is an expensive hotel that is attempting to appeal to an international audience? A. Billboards B. Product placements C. Advertising specialties D. In-flight advertising

35. A liqueur company wants to advertise in an in-flight commercial. What are the advantages associated with using this form of in-flight advertising? A. Lack of clutter B. Low wear out C. High attention from target audience D. A captive audience

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Chapter 13 - Out-of-Home and Support Media

36. A liqueur company wants to advertise in an in-flight commercial. What are the disadvantages associated with using this form of in-flight advertising? A. High costs B. Lack of wear out C. Inability to segment market D. An audience feeling that such ads are intrusive

37. Which of the following is the best example of the limitations of transit advertising around target audience coverage? A. A furniture store is considering advertising on interior transit cards but is concerned that not all riders will fit into their target market. B. A trendy clothing store believes that transit advertising would be a cost-effective way to reach their target shopper. C. A jewelry store is concerned that buses, streetcars and subways have so many interior cards that their core customer may not pay attention to their ad. D. It is always a concern for technology firms that their message on the sides of buses won't be comprehensive enough to convince consumers of their products' superiority.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 13-02 Identify the options within transit media for developing an IMC program, and their strengths and limitations. Topic: 13-09 Limitations of Transit Media

38. Which of the following is NOT an example of place-based media? A. Ads inside washrooms B. Televisions in doctors' offices C. A poster in a sports stadium D. Consumer magazines in dentists' offices

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 13-03 Identify the options within place-based media for developing an IMC program, and their strengths and limitations. Topic: 13-11 Place-Based Media Options

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Chapter 13 - Out-of-Home and Support Media

39. Where do consumers report the highest awareness of place-based media? A. Restaurants B. Public transit C. Shopping malls D. Office elevators

40. Which of the following is NOT an advantage of movie theatre advertising? A. Perceived waste of audience's time potentially creates negative reaction to ad B. Audience mood is happy and excited to be going to the movies C. Ability to develop creative ads that evoke emotional responses in the audience D. Absolute low cost

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 13-03 Identify the options within place-based media for developing an IMC program, and their strengths and limitations. Topic: 13-11 Place-Based Media Options

41. The use of products such as pens, calendars, and coffee mugs, featuring advertising and used as promotional tools is referred to as: A. giveaways B. promotional product marketing C. sales promotions D. publicity

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Chapter 13 - Out-of-Home and Support Media

42. ______ ads have a unique opportunity to communicate for a longer period of time than a TV ad. A. Transit B. Yellow Pages C. Radio D. Movie theatre

43. Which of the following is NOT an advantage associated with place-based media ads? A. Audience selectivity B. Generate more in-depth cognitive responses C. Scheduling flexibility D. Reasonable absolute costs

44. Place-based media options include all of the following EXCEPT: A. mall B. cinema C. office building D. backlit poster

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Chapter 13 - Out-of-Home and Support Media

45. What are the two primary objectives of advertising in outdoor, transit, and place-based media? A. brand awareness and brand purchase intention B. brand awareness and brand attitude C. category need and purchase facilitation D. category need and brand purchase intention

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 13-04 Show how out-of-home media is an important element of IMC planning. Topic: 13-13 Limitations of Place-Based Media

46. Most placed-based media typically offer the opportunity for promotional planners to achieve: A. brand awareness B. brand attitude C. category need D. brand purchase intention

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 13-04 Show how out-of-home media is an important element of IMC planning. Topic: 13-13 Limitations of Place-Based Media

47. The two objectives of OOH are generally: A. ability to build category need and ability to deliver absolute cost B. ability to use short copy effectively and to deliver low absolute cost C. high awareness and ability to use short copy effectively D. low absolute cost and ability to use short copy effectively

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 13-04 Show how out-of-home media is an important element of IMC planning. Topic: 13-13 Limitations of Place-Based Media

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Chapter 14 - Sales Promotion

Chapter 14 Sales Promotion

Multiple Choice Questions 1. Why are organizations like McDonald's, Wendy's, and Labatt placing more emphasis on sales promotions than ever before? A. Because they want to use sales promotions rather than engage in price wars. B. Because sales promotions can be used to provide extra incentives for purchasing a brand. C. Because the use of sales promotions allows them to cut back and/or completely eliminate their use of coupons. D. Because consumers have less time to shop.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-01 Explain the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important. Topic: 14-02 Characteristics of Sales Promotion

2. How has the view of sales promotions changed during the past decades? A. Sales promotions are now considered an essential part of an organization's branding strategies. B. Sales promotion tactics are now developed exclusively to provide incentives to purchase. C. Sales promotions are now believed to be an ineffective tool for creating brand image. D. There is no difference between how marketers used to treat sales promotions and how they treat them now.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 14-01 Explain the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important. Topic: 14-02 Characteristics of Sales Promotion

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Chapter 14 - Sales Promotion

3. ______ is defined as a direct inducement that offers an extra value or incentive for the product to the salesforce, distributors, or to ultimate consumer with the primary objective of creating an immediate sale. A. Brand advertising B. Sales promotion C. Direct marketing D. Discounting

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-01 Explain the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important. Topic: 14-02 Characteristics of Sales Promotion

4. Which of the following statements does NOT describe an aspect or characteristic of sales promotion? A. The power shift from manufacturers to retailers has led to a decrease in sales promotion. B. A sales promotion is an acceleration tool designed to speed up the selling process. C. Sales promotion can be targeted to different parties in the marketing channel. D. Sales promotion offers may end up being used by current users of a brand rather than attracting new users.

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Chapter 14 - Sales Promotion

5. When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): A. promotional marketing tool B. brand equity building promotion C. acceleration tool D. value added tool

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 14-01 Explain the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important. Topic: 14-02 Characteristics of Sales Promotion

6. Coupons, bonus packs, premiums, and samples are promotional offers that are targeted toward: A. consumers B. retailers C. wholesalers D. salespeople

7. Consumer-oriented sales promotions are part of a promotional ______ strategy. A. premium B. pull C. trade D. push

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Chapter 14 - Sales Promotion

8. All of the following are examples of trade-oriented sales promotion activities EXCEPT: A. dealer contests B. trade allowances C. point-of-purchase displays D. home delivered coupons

9. All of the following are examples of consumer-oriented sales promotion activities EXCEPT: A. samples B. bonus packs C. trade shows D. refunds/rebates

10. Which of the following statements about a sales promotion programs is true? A. Sales promotion programs are targeted only at consumers. B. Many sales promotion programs are designed to motivate distributors and retailers to carry a product and push it through to their customers. C. A promotional push strategy is directed at current and prospective consumers, in an attempt to push them into retailers who sell their product. D. Sales promotion dollars for most companies are allocated equally between consumers and the trade.

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Chapter 14 - Sales Promotion

11. Over the past decade, the amount of money consumer products firms devote to ______ has been declining while the amount spent on _____ has been increasing. A. consumer promotions; media advertising B. media advertising; sales promotions C. trade promotions; media advertising D. trade promotions; consumer promotions

12. Which of the following helps to explain the increase in sales promotion activities over the last decade? A. The increase of brand loyalty in many product categories. B. The tremendous decrease in the number of new products. C. The increased emphasis on long term strategy and performance by most companies. D. The growing power of retailers and sales performance demands their management pushes on them.

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Chapter 14 - Sales Promotion

13. Which of the following developments have resulted in a transfer of power from manufacturers to retailers? A. The advent of optical scanners and computers gave manufacturers access to sales information. B. Manufacturers are spending more money on media advertising. C. Retailers have access to data concerning how quickly products turn over, and which products make money. D. Manufacturers are introducing more private-label brands.

14. Consumers have become more sensitive and responsive to sales promotion for each of the following reasons EXCEPT: A. consumers are becoming more brand loyal. B. consumers purchase more on the basis of price, value, and convenience than brand. C. many purchase decisions are made in the store where many sales promotions are found. D. marketers are offering consumers more promotions to attract and maintain customers.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 14-01 Explain the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important. Topic: 14-04 Growth of Sales Promotion

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Chapter 14 - Sales Promotion

15. _____ is a recent development whereby companies are customizing their sale promotion programs for specific key retailers. A. Incentive marketing B. Accountability marketing C. Account-specific marketing D. Trade marketing

16. Which of the following types of sales promotions would NOT be used to help in the introduction of a new product? A. Sampling B. New usage suggestions C. Premiums D. Rebates and refunds

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-06 Objectives of Consumer Sales Promotion

17. The toy company Hasbro teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys good only at Toys R Us stores. This is an example of: A. incentive marketing B. a franchise building promotion C. brand equity building D. account-specific marketing

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Chapter 14 - Sales Promotion

18. One problem resulting from the overuse of sales promotion is a decrease in: A. retailer power B. ad readership scores C. brand equity D. promotional traps

19. Which of the following statements does NOT correctly describe the relationship between building brand equity and sales promotion? A. Sales promotion is an ineffective tool for building brand equity. B. Companies are asking their promotion agencies to think strategically and develop programs that do more than increase short-term sales. C. Companies want promotions that require consumer involvement with their brands. D. Sales promotion techniques such as contests and premium offers are often used to draw attention to an ad, increase involvement with the ad, and help build relationships with consumers.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-06 Objectives of Consumer Sales Promotion

20. Advil ran a promotional bonus pack that provided 120 tablets for the price of 100. Their most likely objective behind this incentive was to encourage: A. trial purchase among non-users B. brand equity C. stronger trade relations D. retention of their current customer base

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Chapter 14 - Sales Promotion

21. Each of the following is a reason for marketers to encourage repeat purchase EXCEPT: A. induce consumers to establish ongoing purchase patterns B. retain current customer base C. persuade non-users of the category to try the product D. reduce the likelihood that consumers will switch brands in response to a competitor's promotion

22. In order to expand usage beyond just sandwiches, the Kraft peanut butter brand team included baking recipes on the jar label. This is an example of which promotional objective? A. trial purchase among non-users B. brand equity C. increased consumption D. retention of their current customer base

23. Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. This is an example of: A. event marketing B. franchise building promotion C. high-involvement sales promotion D. sales promotion trap

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Chapter 14 - Sales Promotion

24. Consumer-franchise or image building for a brand: A. is the exclusive responsibility of advertising B. is accomplished through short-term price-oriented promotions C. is becoming less important to marketers as competition intensifies D. can be accomplished through consumer promotions that help build its brand equity

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-07 Consumer Sales Promotion Strategy Decisions

25. Eastern Canadian Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. The heavy emphasis on trade promotion makes it difficult to: A. encourage consumers to buy on the basis of price B. build and maintain store equity for retailers that carry the Eastern Canadian brand C. build an Eastern Canadian brand identity and image D. encourage retailers to use Eastern Canadian's planograms

26. The building or reinforcement of consumer-franchise or equity for a brand: A. can really only be accomplished through advertising B. can be done with carefully planned sales promotion programs C. can be done more easily through trade-oriented promotions than through consumeroriented promotions D. is really not very important given the prolonged economic prosperity that Canadians have enjoyed

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Chapter 14 - Sales Promotion

27. An issue with non-franchise building offers is: A. they train the customer to only look at price. B. they are not effective at moving products. C. customers tend to ignore the offers. D. sometimes customers are confused about the offer being put forward.

28. Promotional activities that are designed quickly facilitate purchase and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: A. consumer franchise-building promotion B. nonfranchise-building promotion C. sweepstakes D. trade promotions

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-07 Consumer Sales Promotion Strategy Decisions

29. Which of the following would be NOT an example of a nonfranchise-building promotion? A. Price-off deals B. Bonus packs C. Image advertising D. Trade promotions

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Easy Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-07 Consumer Sales Promotion Strategy Decisions

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30. The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: A. sweepstakes and contests B. trade promotions C. frequent patronage programs D. event sponsorships

31. If a consumer buys shaving cream on a discount and likes the new product, it becomes easier for them to purchase next time. We deem this: A. brand trial B. trade promotion C. operant conditioning D. sales fluctuation

32. Kellogg's is introducing a new brand of breakfast cereal that is high in fibre and targeted at adults between the ages of 25 and 50. The marketing objectives for the introduction are to generate trial and repeat purchase during the 3-month product launch. Which of the following sales promotion tools work best for Kellogg's? A. Sampling and rebates B. Rebates and high value checkout coupons C. Bonus packs, trade allowances, and slotting fees D. High value coupons and sampling

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-07 Consumer Sales Promotion Strategy Decisions

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33. Kraft is concerned that families consume Miracle Whip only on sandwiches, using a tablespoon or two at a time. In order to increase consumption, which of the following sales promotion tools would work best for Kraft? A. Sampling and rebates B. Recipe books showing alternative uses for Miracle Whip C. Bonus packs, trade allowances, and slotting fees D. In-store coupons for $1.00 off Miracle Whip

34. Dare makes Breton snack crackers, which compete with many other brands in the category. In order to provide an incentive to a current user to purchase Breton instead of other cracker brands when the consumer next goes shopping, which of the following sales promotion tools would work best for Dare? A. In-store sampling B. High value checkout coupons C. Sponsorship of the local Easter parade D. In-pack coupons for any variety of Breton crackers

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-07 Consumer Sales Promotion Strategy Decisions

35. Research has shown that price reductions have more power when they are: A. written in large fonts. B. expressed as percentage discounts, not whole numbers. C. expressed as whole number discount. D. written in cartoon font.

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36. If Sara sees a sign for a sale at Jump! and when she enters the store finds her favourite backpack on sale. This is a case of: A. operant conditioning B. path of least resistance C. continuous reinforcement D. intermittent incentive

37. Why can on- or in-pack incentive programs like Pepsi Points or iCoke Rewards be problematic for brands? A. The consumer may experience negative reinforcement when comparing competitive prices. B. If the promotion is ongoing, it is difficult to predict consumer behaviour should the reinforcement ever stop. C. Consumer switching behaviour is curtailed. D. Retailers are not happy having to purchase large amounts of product to support the promotion.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-07 Consumer Sales Promotion Strategy Decisions

38. Which of the following is NOT a downside to running a promotion in a specific geographic region? A. Additional managerial commitment required B. Greater expenses resulting from fragmented efforts C. Consumer confusion when they shop at their local store D. National accounts' reluctance to run different promotions in different regions

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39. Which of the following is NOT a tactical decision the marketer faces when planning a sales promotion? A. The value of the free in-pack premium B. The percentage discount that the face value of checkout coupons represents C. Seasonality of purchase and length of promotion D. The prime-time evenings that attract the biggest percentage of the brand's target market

40. ______ generate(s) much higher trial rates than advertising and other sales promotion techniques. A. Sampling B. Contests C. Sweepstakes D. Bonus packs

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-10 Sampling

41. _____ is generally considered the most effective method for generating trial of a new product. A. Couponing B. Sampling C. A rebate award D. A bonus pack

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42. Sampling would be an appropriate promotional strategy to do each of the following EXCEPT: A. increase the market share of an established brand B. provide the marketer with an immediate gauge as to how well the product will do in the marketplace C. assist consumers to experience the brand directly D. induce trial of a new brand that is clearly superior to the competition

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-10 Sampling

43. Sampling for a product such as tanning cream that takes 24 hours to take effect is potentially an unwise move because: A. small amounts are of no use to customers. B. it is too expensive to give away. C. the samples could not be distributed. D. the effects are too delayed to generate immediate response.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-10 Sampling

44. Which of the following is NOT a sampling distribution method? A. Door-to-door sampling B. Sampling through the mail C. Self-liquidating sampling D. In-or on-package sampling

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45. An effective sampling program meets three criteria. Which of these is NOT one of them? A. The brand being sampled must be a food or health care product. B. The cost of the sample being provided should be relatively low. C. A small sample must be able to adequately demonstrate the product's core features and benefits. D. The purchase cycle should be short enough that the consumer will consider an immediate purchase.

46. _____ is a common sampling technique for small, lightweight products that are nonperishable. A. Door-to-door sampling B. Sampling through the mail C. Location sampling D. On-package sampling

47. Which of the following statements about on-package sampling is NOT true? A. It is a very costly sampling method, particularly for multiproduct companies. B. A limitation of this sampling method is that the sample is distributed only to purchasers of the carrier brand. C. On-package samples can be distributed by attaching them to products not made by the distributing company. D. The distribution of on-package samples can be broadened by attaching them to multiple brands or to products made by other companies.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-10 Sampling

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48. _____ occurs at venues such as concerts, cultural festivals, and at a brand's marketing activities. A. Door-to-door sampling B. Sampling through the media C. Sampling through the mail D. Event sampling

49. All of the following are problems with couponing except: A. low redemption rate. B. redeemed by existing committed buyers. C. coupon fraud. D. is effective with price sensitive customers.

50. An advantage of coupons is that they: A. build brand loyalty B. usually elicit immediate response from consumers C. are very effective even without brand name awareness D. allow a marketer to offer a price reduction to consumers who are price sensitive without having to reduce the price for everyone

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51. A recent study of coupon redemption patterns found that: A. many coupons are redeemed just before the expiration date rather than in the period following the initial drop B. most coupons are redeemed immediately following the initial coupon drop C. most coupons are redeemed on Thursdays D. most consumers do not use coupons

52. Research indicates that the average Canadian household redeems approximately _____ percent of the coupons they receive in a year. A. 4 B. 15 C. 40 D. There is no general number associated with coupon redemption.

53. When calculating the costs of a couponing program, marketers should consider all of the following EXCEPT: A. production and distribution costs B. the face value of the coupon redeemed C. the copy and layout of the coupon D. handling costs

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54. Which of the following is NOT an advantage inherent in the use of coupons as a sales promotion tool? A. Coupons offer price reductions to consumers who are price sensitive. B. Coupons are an effective way of generating trial of a new product. C. Coupons are often used by consumers who already use the brand and would have purchased it without a coupon. D. Coupons can encourage non-users to try a brand.

55. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. They predict that the redemption rate will be 5%. They pay retailer handling and processing costs of 10¢ per coupon redeemed. What is the total cost of the coupon promotion to Uncle Ben's? A. $7,500 B. $55,000 C. $75,000 D. $150,000

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-11 Coupons

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56. Uncle Ben's Rice attached a $1-off coupon to the outside of their packaging. They distributed 1,000,000 promotional packages, at a cost of $20,000 for design and production. They predict that the redemption rate will be 5%. They pay retailer handling and processing costs of 10¢ per coupon redeemed. What is the cost per coupon redeemed to Uncle Ben's? A. $1.50 B. $1.10 C. $1.00 D. $0.75

57. Duncan Hines printed a 50 cents-off coupon on the inside of their brownie boxes. They distributed 200,000 promotional packages, at a cost of $9,900 for design and production. They predict that the redemption rate will be 3%. They pay retailer handling and processing costs of 10¢ per coupon redeemed. What is the total cost of the coupon promotion to Duncan Hines? A. $13,500 B. $34,000 C. $16,500 D. $3,500

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58. Duncan Hines printed a 50 cents-off coupon on the inside of their brownie boxes. They distributed 200,000 promotional packages, at a cost of $9,900 for design and production. They predict that the redemption rate will be 3%. They pay retailer handling and processing costs of 10¢ per coupon redeemed. What is the cost per coupon redeemed to Duncan Hines? A. $1.25 B. $2.25 C. $0.50 D. $0.57

59. _____ are used to distribute coupons through newspapers. A. Freestanding inserts (FSIs) B. Coupon pages C. Editorials D. Classified ads

60. What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? A. They can be targeted to specific geographic or demographic segments B. Lower cost C. Lower redemption rate D. Most redeemers of direct mail coupons are non-users

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61. Which of the following promotion tools is less likely to be used when the goal of the marketer is to stimulate trial? A. Sampling B. Loyalty programs C. Instant coupons D. Mail-in refunds and rebates

62. Which of the following promotion tools is less likely to be used when the goal of the marker is to build brand equity? A. Price-off deals B. Self-liquidating premiums C. Sweepstakes D. Loyalty programs

63. A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. This is an example of a(n) _____ coupon. A. cross-ruff B. bounce back C. same purchase D. instant

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Easy Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-11 Coupons

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64. An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. A. cross-ruff B. bounce-back C. instant D. same purchase

65. Kellogg's places a 50-cent-off coupon for Rice Krispies cereal in a box of its Frosted Mini-Wheats brand of cereal. This is an example of a(n) _____ coupon. A. bounce-back B. cross-ruff C. instant D. cross-sell

66. Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store. Based on these findings, what form of promotion is most effective for Gillette's Right Guard brand? A. Direct mail coupons B. Event marketing C. Coupons distributed through freestanding inserts in newspapers D. In-store coupons

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67. Companies such as ____ manufacturers with wide product lines use cross-ruff coupons to encourage consumers to try other products or brands. A. baby stroller B. beer C. cereal D. car

68. Which of the following is an advantage of digital coupon distribution? A. Digital coupons enjoy a higher redemption rate because consumers can access a coupon for a desired brand right while shopping. B. Technology associated with smartphones is inexpensive. C. Digital coupons can offer a lower coupon value because the consumer doesn't have to go to too much trouble to redeem them. D. Retailers prefer digital coupons because they don't have as much paper to manage when claiming their handling fees.

69. A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra to purchase. A. coupon B. off-price deal C. premium D. rebate

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Chapter 14 - Sales Promotion

70. Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life cereal. This is an example of a: A. free premium B. self-liquidating premium C. rebate D. bonus pack

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-12 Premiums

71. Perhaps the most successful in-package _____ in Canada in 2001 was a General Mills giveaway of six CD-ROM computer games. A. coupons B. premium C. contest D. bonus pack

72. Consumers must pay the manufacturer's out-of-pocket costs for a _____ premium. A. cost-covered B. self-liquidating C. subsidized D. cost-plus

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73. Which of the following statements about the use of premiums as a sales promotion tool is true? A. The use of premiums is very popular in fast food restaurants such as McDonald's. B. Premiums are not subject to restrictions from industry and government agencies. C. Redemption rates for mail-in premium offers are very high. D. Mail-in premiums offer immediate reinforcement to the purchaser.

74. An effective premium is one that: A. distracts consumers from the firm's main reason for existing. B. reflects the overall quality of the product and is consistent with its image and overall positioning. C. induces one-time trial purchase for a low awareness brand. D. has no impact on an organization's pioneering advertising.

75. Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? A. A free tube of Colgate toothpaste in a box of Life cereal B. A pack of baseball cards in a box of Cheerios cereal C. A free sport bottle with the purchase of a four-pack of Gatorade D. A crystal figurine in a box of Tide laundry detergent

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76. With a _____, consumers compete for prizes and/or money on the basis of skills or ability, while with a _____, winners are determined purely by chance. A. sweepstakes; contest B. contest; sweepstakes C. sweepstakes; event sponsorship D. contest; rebate

77. Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. A. contests; sweepstakes B. sweepstakes; contests C. sweepstakes; premiums D. contests; rebates

78. Which of the following sales promotion techniques would be most effective for generating excitement or interest in a brand? A. Coupons B. Price-off deals C. Bonus packs D. Contests/sweepstakes

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79. Which of the following is NOT a problem associated with the use of contests and sweepstakes? A. The contest or sweepstakes offer may overshadow the brand. B. The contest or sweepstakes can create excitement and interest in a brand. C. Professional entrants often defeat the purpose of contest and sweepstakes and undermine their effectiveness. D. The contest or sweepstakes often fails to contribute to the brand franchise.

80. Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? A. Sampling B. Premiums C. Contests and sweepstakes D. Event sponsorships

81. Which of the following statements about rebates is true? A. Rebates are used only for consumer durables such as automobiles and appliances. B. Most retailers want to be involved with rebate programs. C. Nonusers of rebates sometimes think the rebate redemption process as too complicated. D. Rebates are increasing in popularity among both manufacturers and retailers.

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82. The redemption rate for refunds is lower than that for coupons because: A. the payoff is smaller. B. the reinforcement is immediate. C. more effort is required. D. the payoff is larger.

83. Which of the following is NOT a limitation of rebates? A. Rebates can encourage brand switching or repeat purchase behaviour. B. Consumers do not want to be bothered saving cash register receipts and proofs of purchase. C. Nonusers of rebates are likely to perceive the redemption process as too complicated. D. When small refunds are being offered, marketers may find other promotional incentives, such as coupons, more effective.

84. Which of the following is NOT a strength of refunds and rebates? A. They can encourage non-users of the brand to switch and try the promotional brand. B. A rebate on a vehicle at the end of the model year might be considered as an effort to sell off a car that is not performing well. C. When refund offers require multiple proofs of purchase, this encourages repeat purchase. D. The rebate may be perceived as an immediate savings even though consumers do not follow through on the offer.

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85. Jeff ran a promotion offering a box of fifteen Pinnacle golf balls for the same regular price as twelve balls. This is an example of a: A. price-off deal. B. premium. C. bonus pack. D. rebate.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 14-03 Describe consumer sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-16 Bonus Packs

86. Bonus packs: A. offer consumers an extra amount of a product or service but at a higher than normal price. B. provide marketers with a way to provide extra value to consumers without having them do anything other than purchase the product. C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer. D. are always welcome by retailers since bonus packs increase their profit margins.

87. Which of the following sales promotion techniques would be most effective for loading current users with large amounts of its product, making them less susceptible to a competitor's promotional efforts? A. Coupons B. Price-off deals C. Bonus packs D. Contests/sweepstakes

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88. When reductions from the regular price of a product are offered at the point-of-purchase through specially marked packages, a marketer is using a: A. bonus pack B. price-off deal C. refund offer D. bounce back coupon

89. Catelli might use a specially marked price-off deal on their pasta sauces for each of the following reasons EXCEPT: A. Price-off deals tend to attract current users of the brand instead of attracting non-users. B. This ensures that the discount will go right to the consumer rather than being kept by the retailer. C. Price-off deals present a readily apparent value to shoppers. D. The attention that the lower price attracts can be a strong influence at the point of purchase when price comparison shopping occurs.

90. Molson Coors's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events is considered: A. premiums B. trade shows C. exhibitions D. event marketing

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91. _____ has/have become very popular in recent years as marketers develop integrated marketing programs that create experiences for consumers in an effort to associate their brands with certain lifestyles and activities. A. Contests B. Premiums C. Bonus packs D. Event marketing

92. Event _____ is where a brand creates themed experiences for consumers by linking to an event, whereas event _____ is where the brand develops actual relationships and provides financial support for the event in exchange for signage and other promotional elements. A. linkages; ownership B. marketing; sponsorship C. sponsorship; marketing D. experience; advertising

93. Crashed Ice is an event featuring a new sport, downhill ice-cross, which was established by: A. Smirnoff Vodka. B. Red Bull Energy Drink. C. Orange Crush. D. Bauer Hockey Skates.

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94. All of the following are reasonable objectives for trade-oriented sales promotions EXCEPT: A. to obtain distribution and support for new products. B. to maintain trade support for established brands. C. to encourage the trade to display and support established brands. D. to differentiate a brand through image enhancement.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-20 Objectives of Trade Sales Promotion

95. Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: A. slotting fees B. pull monies C. push money D. promotional allowances

96. Which of the following promotions is targeted toward the trade rather than consumers? A. Spiffs B. Coupons C. Premiums and sweepstakes D. Bonus packs

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97. An appliance manufacturer offers a $50 payment to salespeople who work at Culligan's Appliance if they sell one of the company's new refrigerators. This payment is known as: A. a slotting fee. B. a trade allowance. C. push money. D. pull money.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Easy Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

98. Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: A. pull money B. a rebate C. a spiff D. an off-invoice allowance

99. All the following are advantages associated with the use of trade allowances EXCEPT: A. they provide brands that sell in retail stores the opportunity to have specialized displays to feature their product. B. they strengthen the brand image. C. they permit a brand to obtain prominent placement where high traffic occurs. D. they ensure greater in-store exposure.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

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100. A discount or deal that is offered to a retailer or wholesaler to encourage them to stock, promote, or display a manufacturer's product is known as: A. push money B. merchandising support C. a trade allowance D. a spiff

101. Ralston Purina offers its retail accounts a $3.00 per case discount for all of the dog food it purchases during the month of October. This discount will be deducted straight from the bill. This is an example of: A. push money. B. a slotting allowance. C. an off-invoice allowance. D. a coop allowance.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

102. Payments offered by manufacturers to retailers for performing certain promotional or merchandising activities in support of their brands are called: A. cooperative advertising B. push monies C. advertising subsidies D. promotional allowances

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103. Monies that must be paid to a retailer so they will take on a company's new product are known as: A. slotting allowances B. trade discounts C. spiffs D. new product fees

104. Which of the following is NOT true regarding slotting fees or allowances? A. Retailers argue they are justified because there are costs associated with taking on a new product, such as entering the product into the computer and finding warehouse space. B. Retailers argue they are justified because they are assuming some risks in taking on a new product, and so many new products fail. C. Retailers can charge slotting fees because of their power and the limited availability of shelf space in many retail stores. D. Large manufacturers with popular brands and large promotional budgets always have to pay slotting fees.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

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105. Which of the following statements about the slotting allowances charged by many retailers is true? A. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product. B. Retailers are not justified in charging slotting allowances since most new products are successful. C. Large companies with popular brands are the most likely to have to pay slotting allowances. D. Slotting allowances are illegal and banned by the federal government.

106. Which of the following statements describes a major concern marketer have with trade allowances? A. Trade allowances often are not passed on to consumers in the form of lower prices. B. Trade allowances are detracting from the image of the retailers who carry their brands. C. Consumers pocket most of the savings from trade promotion discounts. D. Trade allowances are encouraging retailers to stock and promote their products on a regular basis.

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107. Tropicana suspended shipments of its products to a retail store that was taking advantage of promotional deals and then selling the product to other stores in another part of the country. The retailer was: A. forward buying B. diverting C. slotting D. transference charging

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

108. _____ is a practice used by retailers whereby they stock-up on a product at a low deal or off-invoice price and resell it to consumers at higher prices when a promotional period has ended. A. Forward buying B. Diverting C. Promotional discounting D. Discount trading

109. _____ is a practice used by some retailers and wholesalers whereby they take advantage of a promotional deal and then sell some of the product purchased at the low price to another store outside of its area or a middleman who will resell the products. A. Forward buying B. Diverting C. Everyday low pricing D. Discount trading

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110. Which of the following is NOT an example of a point-of-purchase display? A. Wall display B. TV display C. Mall poster D. End-of-aisle display

111. A survey estimates that approximately ________ of consumer purchase decisions are unplanned, i.e. made in the store. A. 6% B. 15% C. 24% D. 55%

112. A(n) _______ is an important promotional tool because it can help an advertiser obtain more in-store merchandising of products. A. off-invoice allowance B. point-of-purchase display C. trade allowance D. in-pack coupon

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113. Salomon provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's skis and boots. This is an example of: A. cooperative advertising B. slotting fee C. sales training programs D. spiffs

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

114. _____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. A. An end-of-aisle display B. A trade layout C. A trade show D. Event marketing

115. _____ is advertising or a campaign sponsored in common by a group of retailers or other organizations offering a product or service to the market. A. Horizontal cooperative advertising B. Vertical cooperative advertising C. Indirect advertising D. Dyadic communication

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116. When New Balance sponsors a campaign advertising the availability of its running shoes at Foot Locker stores, this is an example of _____ advertising. A. horizontal cooperative B. vertical cooperative C. dyadic D. aggregated

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 14-04 Describe trade sales promotion strategy options and evaluate the factors to consider in using them. Topic: 14-19 Trade Sales Promotion Strategy Options

117. _____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. A. Vertical cooperative advertising B. Ingredient-sponsored cooperative advertising C. Horizontal cooperative advertising D. Support advertising

118. The "Intel Inside" logo which appears on many computers is an example of: A. vertical cooperative advertising B. ingredient-sponsored cooperative advertising C. horizontal cooperative advertising D. a rebate cooperative advertising

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119. Advertising implemented by retailers and paid for by a manufacturer is called: A. joint sales promotions B. horizontal cooperative advertising C. vertical cooperative advertising D. joint trade promotions

120. Five Paradise Island, Bahamas Resort Hotels combining efforts to sponsor an "It's better in the Bahamas" ad campaign, is an example of: A. horizontal cooperative advertising B. vertical cooperative advertising C. integrated dyadic communications D. a joint trade promotion

121. In the ________ stage of the product life cycle, a large percentage of the promotion budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. A. introduction B. decline C. maturity D. growth

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-05 Apply key IMC issues related to sales promotion decisions. Topic: 14-28 Budget Allocation

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122. Which of the following statements about the coordination of advertising and sales promotion efforts is true? A. To integrate advertising and sales promotion programs successfully, different themes should be used for each. B. Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about. C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising. D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 14-05 Apply key IMC issues related to sales promotion decisions. Topic: 14-27 IMC Planning: Strategic Use of Sales Promotion

123. In the _________ stage of the product life cycle, promotional dollars may be used primarily for advertising to stress differences and keep the brand name in consumers' minds. A. introduction stage B. growth stage C. maturity stage D. decline stage

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-05 Apply key IMC issues related to sales promotion decisions. Topic: 14-28 Budget Allocation

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124. Which of the following statements describes how brand equity is affected by the increased role of sales promotion? A. Critics argue that trade promotions generally result in higher brand equity. B. Sales promotions do not contribute to the erosion of brand equity. C. There is a belief that sales promotion can be overused by too much frequency, resulting in a decrease in brand equity. D. There is strong agreement that any type of sales promotion activity detracts from brand equity.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 14-05 Apply key IMC issues related to sales promotion decisions. Topic: 14-31 Brand Equity

125. When a brand moves to the _________ stage of the product life cycle, advertising is primarily a reminder to keep consumers aware of the brand. Consumer sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. A. growth stage B. maturity stage C. decline stage D. early decline stage

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-05 Apply key IMC issues related to sales promotion decisions. Topic: 14-28 Budget Allocation

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Chapter 14 - Sales Promotion

126. Which of the following statements about measuring the effectiveness of sales promotion activities is NOT true? A. The same four communication goals as for advertising can be used for measuring sales promotion. B. Pre- or post-surveys can be employed to assess brand awareness and/or attitude. C. Tracking of commentary in social media provides guidance of attitudinal effects of the promotional offer. D. Levels of attention and emotional responses to the promotion can be measured, whereas there is no method for assessing switching and loyalty behaviours.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 14-05 Apply key IMC issues related to sales promotion decisions. Topic: 14-32 Measuring Sales Promotion Effectiveness

127. Philips Electronics is considering a media mix that will allow for high exposure for its new flat screen television. A major concern of the company is that it is assured it will maintain a favourable image in the market. Because of the nature of the medium, which of the following might lead to image problems if employed by Philips for its new television? A. Aerial advertising and print advertising B. Promotional product marketing and transit advertising C. Product placement and internet marketing D. Internet advertising, print advertising, and mobile billboards

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 14-01 Explain the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important. Learning Objective: 14-02 Identify the objectives, strategy, and tactical components of a sales promotion plan. Topic: 14-13 Promotional Products

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Chapter 14 - Sales Promotion

128. Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser's name, message, or logo are examples of: A. promotional product marketing items B. product placements C. premiums D. trade promotions

129. Which of the following is NOT one of the top three most used promotional products? A. Wearables/apparel B. Writing instruments C. Calendars D. Coffee mugs

130. Which support media should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder? A. Trade promotions B. Product placements C. Promotional product marketing items D. Mall posters

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Chapter 14 - Sales Promotion

131. Which of the following forms of support media has little waste coverage? A. Transit advertising B. Outdoor advertising C. Promotional products marketing D. Mobile billboards

132. Which of the following is NOT an advantage associated with promotional products marketing? A. Designed for retention B. High degree of target audience selectivity C. Short lead time D. Generates goodwill

133. Which of the following is an example of a disadvantage associated with promotional products marketing? A. intrusive nature of the advertising B. potential saturation of the marketplace C. ability to support other IMC tools D. designed for retention

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Chapter 14 - Sales Promotion

134. According to research, which category of promotional products is the largest in terms of sales? A. Wearables/apparel B. Writing instruments C. Desk/office accessories D. Coffee cups and other drinkware

135. Which of the following statements about audience measurement in promotional products marketing is true? A. Reach and frequency are as easy to measure with promotional products marketing as with print advertising. B. Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales. C. Companies that use promotional products marketing are not interested in sales; they only want to create goodwill. D. There isn't a well-established audience measurement system when it comes to promotional products marketing.

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Chapter 14 - Sales Promotion

136. The use of products such as pens, calendars, and coffee mugs, featuring advertising and used as promotional tools are referred to as: A. giveaways B. promotional product marketing C. sales promotions D. publicity

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Chapter 15 - Public Relations

Chapter 15 Public Relations

Multiple Choice Questions 1. _____ is the management function that executes a program of action and communication to earn public understanding and acceptance. A. Branding B. Public relations C. Sales promotion D. Advertising

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-02 Traditional View of PR

2. For many companies, the PR function is moving more and more toward a "new role," a role much closer to a(n) _____ function than a traditional one. A. accounting B. production C. industrial relations D. marketing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-03 New Role of PR

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Chapter 15 - Public Relations

3. In the new role of ______, both marketing and PR departments work together, blending their talents to provide the best overall image of the firm and its product or service offerings. A. public relations B. advertising C. sales promotion D. interactive media

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-03 New Role of PR

4. The new role of public relations is one characterized by: A. less of a communication role B. less of a marketing orientation C. a tighter, more tightly defined role D. a broader, more marketing-oriented role

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-03 New Role of PR

5. The way companies and organizations use public relations might be best viewed as: A. a waste of corporate expenditure, as it does not appear to assist in brand building B. the opportunity to provide rationale or excuses for activities that the public views as undesirable C. a continuum between a traditional non-marketing function and a more marketing-oriented perspective D. whitewashing key issues

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-03 New Role of PR

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Chapter 15 - Public Relations

6. Which of the following promotional activities would best exemplify the new role of public relations? A. use of Shaquille O'Neal as a spokesperson for Pepsi B. initiation of a contest to find a new spokesperson for a brand C. donation of money to support a local children's soccer team D. sponsorship of a marathon

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-03 New Role of PR

7. Which of the following statements describes a major difference between publicity and public relations? A. Publicity always originates within the firm. B. Public relations is typically a short-term strategy. C. Publicity is always positive. D. Publicity is typically a short-term strategy.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-04 Publicity

8. Publicity is considered: A. typically, a long-term strategy. B. subject to getting picked up by major media vehicles and thus risky. C. an easy low risk strategy. D. is always under the control of the firm.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-04 Publicity

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Chapter 15 - Public Relations

9. _________ is usually controlled by the firm whereas ___________ is neither always positive nor under the control of the firm. A. Marketing programming; advertising B. Strategy; news conferences C. Public relations; publicity D. Publicity; public relations

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-04 Publicity

10. A video news release (VNR) is: A. video footage uploaded to the company's website or YouTube channel by the marketing department B. a piece produced by publicists so that stations can air it as a news story C. video footage uploaded to the company's website or YouTube channel by members of the public D. a publicity story developed by the media and aired on the local news channel

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-01 Recognize the role of public relations in the promotional mix. Topic: 15-04 Publicity

11. The following are some of the reasons for which firms are concerned with the public's attitudes EXCEPT: A. the public's attitudes are formed by firm's positioning. B. no one wants to be perceived as bad citizen. C. negative attitudes carry over to employee moral. D. firms exist in communities where their employees work and live.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-05 Public Relations Plan

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Chapter 15 - Public Relations

12. Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans? A. Does the plan include analysis of recent editorial coverage? B. Do the PR people understand the product's strengths and weaknesses? C. Will the tactics be perceived as silly or gimmicky by the public? D. Are the objectives specific and measurable?

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-05 Public Relations Plan

13. In public relations, internal audiences include all of the following EXCEPT: A. the public at large B. suppliers C. customers D. public share holders

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

14. In public relations targeting, external audiences include: A. customers B. the public at large C. suppliers D. stockholders

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

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Chapter 15 - Public Relations

15. When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT: A. employees of the firm B. the media C. current customers D. suppliers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

16. Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences? A. potential investors and the various media channels B. current customers and employees of the firm C. the media and current customers D. suppliers and employees of the firm

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

17. Public relations often include attempts to influence government bodies directly at both local and national levels. This is called ____. A. politicking B. flighting C. lobbying D. filibustering

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

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Chapter 15 - Public Relations

18. Organizational newsletters, notices on intranet resources, mail/e-mail, and annual reports are methods used to communicate with: A. employees of the firm B. the media C. current customers D. suppliers

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

19. Public relations activities directed to employees of the firm often have this objective: A. explain shareholder value B. distribute the company's annual report C. demonstrate loyalty to suppliers and customers D. create goodwill and boost morale

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-07 Determine Relevant Target Audiences

20. In terms of public relations, the marketer tries to apply certain __________ like "buying into the idea" in order to measure success. A. behavioural objectives B. research methods C. key benefit statements D. brand-building objectives

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-08 Behavioural Objectives

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Chapter 15 - Public Relations

21. Which of the following is NOT one of the communication objectives on which public relations can deliver? A. Generate brand awareness B. Support a cause through financial or physical involvement C. Enhance the corporate image D. Strengthen positive attitudes towards the brand

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-09 Communication Objectives

22. Public relations activities are less likely to give support to the following marketing objective: A. raising awareness B. gaining understanding C. increasing short term sales D. building trust

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-10 Strategy

23. Marketing public relations activities are less likely to be used in the following ways: A. providing information to opinion leaders B. building brand preference C. creating news about a new advertising campaign D. defending products at risk with a message of reassurance

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-10 Strategy

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Chapter 15 - Public Relations

24. Marketing public relations (MPR) are activities designed to support marketing objectives in all of the following ways EXCEPT: A. building marketplace excitement B. creating news about a new advertising campaign C. generating or attempting to generate immediate product sales D. defending products at risk with a message of reassurance

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-10 Strategy

25. Which of the following is NOT a consideration around public relations tactics? A. The marketer needs to know how to issue a press release and make a media presentation. B. Decisions need to be made regarding alternative media such as news conferences, seminars, and events. C. The marketer needs to make a choice of news media or corporate advertising. D. The marketer needs to focus on maximizing paid media.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-11 Tactics

26. Which of the following is NOT a reason for conducting research to determine public attitudes? A. It provides input into the planning process. B. It leads to more product sales. C. It serves as an "early warning system" to detect problems. D. It results in more internal support.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 15-02 Explain how to compile a public relations plan. Topic: 15-12 Public Relations Effectiveness

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Chapter 15 - Public Relations

27. Although most public relations efforts seek a variety of channels for distribution, an alternative strategy is to offer one particular medium _____ rights to the story if that medium reaches a substantial number of people in the target audience. A. legitimate B. legal C. limited D. exclusive

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-03 Examine how public relations is generated through news media publicity and argue its strengths and limitations. Topic: 15-14 Media Options

28. Offering a press release to only one particular newspaper for example may be termed: A. an exclusive B. an advertorial C. advocacy advertising D. lobbying

29. Information in a news release will not be picked up by the media: A. unless they pay retainer fees to the media in question. B. it is relevant to other media stories. C. the media organization thinks it is very interesting to their viewers or listeners. D. it is celebrity related.

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Chapter 15 - Public Relations

30. Which of the following is NOT a strength associated with the marketer's use of media publicity? A. Credibility B. Long-lasting communication effects C. Avoidance of clutter D. Image building

31. Which of the following communications is most likely to have more credibility among its receivers? A. GM's magazine ads introducing its latest models B. Volvo's television ad promoting new standard safety features C. The magazine Motor Trend announcing the "Car of the Year" D. Celine Dion's appearance in Air Canada commercials

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 15-03 Examine how public relations is generated through news media publicity and argue its strengths and limitations. Topic: 15-15 Strengths of News Media Publicity

32. Which of the following is NOT an advantage associated with media publicity? A. Greater credibility B. Ability to build positive image C. Media decides timing of release D. Low absolute and relative cost

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 15-03 Examine how public relations is generated through news media publicity and argue its strengths and limitations. Topic: 15-15 Strengths of News Media Publicity

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Chapter 15 - Public Relations

33. Which of the following is an advantage associated with media publicity? A. Effectiveness at completing the communications product B. High absolute cost but low relative cost C. Ease with which pr activities are coordinated with other promotional activities, even when the activities are performed in different departments D. Ability to reach small market segments and/or specific audiences

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-03 Examine how public relations is generated through news media publicity and argue its strengths and limitations. Topic: 15-15 Strengths of News Media Publicity

34. Because media publicity communications are typically perceived as ____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. corporate-sponsored advertisements B. altruistic C. image building D. news items

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 15-03 Examine how public relations is generated through news media publicity and argue its strengths and limitations. Topic: 15-15 Strengths of News Media Publicity

35. Each of the following is a limitation of media publicity EXCEPT: A. Timing of the publicity is not always completely under the control of the marketer. B. The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible. C. A firm's PR efforts are rarely associated with its sponsors in the public mind. D. Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department.

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Chapter 15 - Public Relations

36. Communications activities designed to the overall image of a firm without reference to a specific product, are called: A. corporate advertising B. advocacy advertising C. advertorials D. lobbying

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-17 Corporate Advertising

37. Marketers seek attainment of corporate advertising's objectives by implementing all the following EXCEPT: A. image advertising B. cause-related advertising C. cooperative advertising D. television sponsorship

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-17 Corporate Advertising

38. Which of the following best reflects an example of corporate advertising? A. Home Depot giving out free calendars to all of its regular customers B. Bank of Montreal promoting its concern for the environment C. Titleist golf equipment signing of golfer Tiger Woods as a spokesperson D. M&M conducting a contest to determine the new colour for M&M candies

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-17 Corporate Advertising

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Chapter 15 - Public Relations

39. While trying to persuade the public _____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization promoting the idea itself. A. advocacy advertising B. consumer relations C. a sponsorship D. image advertising

40. Esso ran an ad campaign that addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of: A. advocacy advertising B. image advertising C. a sponsorship D. public relations advertising

41. Ads that focus on recruiting new employees, that show the company adopting a position on a particular social issue, or that create goodwill both internally and externally are examples of: A. advocacy advertising B. image advertising C. sponsorship D. public relations advertising

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Chapter 15 - Public Relations

42. Companies, like products, need to establish an image in the marketplace. _____ activities are one way to accomplish this objective. A. Trade deal B. Corporate advertising C. Sales promotion D. Personal selling

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-19 Corporate Image Advertising

43. Cause-related marketing refers to: A. all advertising designed to cause sales B. all advertising designed to cause attitude change C. companies linking with charities through financial and/or in-kind support D. corporate advertising designed to change the image of an organization

44. Becel Margarine has supported the Heart and Stroke Foundation for 20 years. This is an example of: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing

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Chapter 15 - Public Relations

45. Which of the following is NOT an example of cause marketing? A. Making outright monetary donations to a non-profit/charitable organization. B. Sponsoring a televised sports tournament. C. Donating building materials to habitat for humanity. D. Running public service announcements.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-20 Cause-Related Advertising

46. When companies establish a worthy cause themselves rather than working with an existing organization it is called: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing

47. Which of the following is NOT a limitation of cause-related marketing? A. It takes time and effort to establish credibility with consumers. B. Companies may support causes that offer little connection or relation to their brands. C. Cause-related marketing can generate a great deal of publicity. D. The results are difficult to quantify.

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Chapter 15 - Public Relations

48. ______ receive the majority of event sponsorship monies. A. Arts B. Causes C. Sports D. Festivals and fairs

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-21 Sponsorship

49. Companies are finding _____ an excellent platform from which to build equity and gain affinity with target audiences as well as a good public relations tool for the corporation in general. A. advertising B. sales promotion C. personal selling D. event sponsorships

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-21 Sponsorship

50. Which of the following statements about sponsorship is NOT true? A. Golf tournaments are a popular event for sponsorship by marketers of luxury automobiles and other upscale products. B. The arts community receive the majority of event sponsorship monies. C. Growth in sponsorship investments has led to a corresponding emergence of measuring the effectiveness of sponsorships. D. Many marketers are attracted to event sponsorship because it gets their company names in front of consumers.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-21 Sponsorship

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Chapter 15 - Public Relations

51. Each of the following is a strength of event sponsorship EXCEPT: A. effective IMC programs can be built around them at the local, regional or national level. B. the brand can be positioned to a well-defined target audience. C. sponsorship of an event that interests the brand's target consumer can help form emotional attachments to the brand. D. many marketers need evidence that event sponsorship is effective and a good return on their investment.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-21 Sponsorship

52. Important research into the persuasion effects of event sponsorship has uncovered all of the following recommendations EXCEPT: A. sponsorship content should be "visible", so that participants are aware of the sponsoring brand. B. event sponsorships are deemed ineffective if there is no mechanism for on-site product sales. C. the sponsorship should offer true value to the audience. D. planners should avoid multiple-sponsor events where their message might be lost in the clutter.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 15-04 Illustrate how public relations is managed through corporate advertising. Topic: 15-21 Sponsorship

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Chapter 16 - Direct Marketing

Chapter 16 Direct Marketing

Multiple Choice Questions 1. Direct marketing: A. is not a useful tool for a company that is using an integrated marketing communications plan. B. seeks the same objectives as advertising, sales promotion, and personal selling strategies. C. is one of the slowest growing forms of promotion in terms of dollar expenditures. D. can generate immediate behavioural response.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-01 Define direct marketing and summarize the importance of a database for direct-marketing communication decisions. Topic: 16-01 Direct Marketing

2. CRM stands for: A. customized relationship marketing B. customer relationship marketing C. Canadian relations management D. customer relationship management

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Chapter 16 - Direct Marketing

3. The interactive use of advertising media to stimulate an immediate behavioural modification is called: A. direct marketing B. database marketing C. telemarketing D. consumer marketing

4. Which of the following is NOT an example of direct response media? A. direct mail B. Internet C. telemarketing D. interior transit boards/ads

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-02 Defining Direct Marketing

5. To segment and target their audiences, direct marketers use a _______, where they store information on customers and/or potential customers. A. catalogue B. database C. CRM D. cross/sell technique

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Chapter 16 - Direct Marketing

6. For market segmentation and targeting, direct marketers rely most heavily on: A. primary qualitative research B. census data C. a database D. survey responses

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 16-01 Define direct marketing and summarize the importance of a database for direct-marketing communication decisions. Topic: 16-03 Developing a Database

7. When Melissa purchased a Maytag dryer, she was given a warranty card to fill out and return to the manufacturer. The warranty card serves two purposes. The first is to protect the consumer in case the dryer breaks down within the first year of ownership. The second purpose is to: A. establish a two-step marketing relationship between Maytag and Melissa B. provide information for Statistics Canada C. provide information for a database for Maytag D. there is no second purpose; the warranty is simply a service offered by Maytag

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 16-01 Define direct marketing and summarize the importance of a database for direct-marketing communication decisions. Topic: 16-04 Direct-Marketing Plan

8. Database marketing is criticized because it is: A. still a largely unsophisticated process B. an invasion of privacy C. unmonitored and uncontrolled by any internal or external forces D. really unnecessary if the advertiser has properly targeted their marketing efforts

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 16-01 Define direct marketing and summarize the importance of a database for direct-marketing communication decisions. Topic: 16-04 Direct-Marketing Plan

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Chapter 16 - Direct Marketing

9. The growth of electronic communication has given legitimate marketers the ability to capture: A. hackers and spammers B. private information not previously available C. monetary transactions between the consumer and the marketer D. consumers' email addresses and social media identification

10. What do Statistics Canada, Canada Post, Info Canada, and The Canadian Marketing Association all have in common? A. They are all government agencies. B. They are all sources of information for direct-marketing databases. C. They are all marketing research houses. D. They all have loyalty programs.

11. Information about consumers with precise purchase patterns can be sourced through access to in house: A. loyalty programs B. consumer promotions C. public relations D. broadcast advertising

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Chapter 16 - Direct Marketing

12. Information on Canada's privacy legislation that places limitations on what marketers can do with information stored in their databases can be found at: A. www.privcom.gc.ca B. www.promotions.gc.ca C. www.canadaprivacy.gc.ca D. www.canadaleg.gc.ca

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 16-01 Define direct marketing and summarize the importance of a database for direct-marketing communication decisions. Topic: 16-04 Direct-Marketing Plan

13. An RFM scoring method is often used to measure the effectiveness of a database. RFM stands for: A. rebates, free premiums, and multiple purchases engaged in by the consumer B. recency, frequency, and monetary transactions between the company and the customer C. rough, fine-tuned, maximized database updates D. recent, fortnightly, monthly transactional data compiled

14. Consumer databases can be used in all of these ways EXCEPT: A. to improve the selection of market segments B. to assist in the stimulation of repeat purchases C. to absolutely pre-determine purchase intention D. with CRM programs

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Chapter 16 - Direct Marketing

15. The National Geographic Society offers a variety of products to its subscribers through direct marketing. This is an example of: A. cross-selling B. renewal marketing C. an unethical business practice D. membership-based marketing

16. When he subscribed to a cooking magazine, John was offered the opportunity to buy a set of cookware, an electric can opener, and a coffee maker that were featured in the publication and selected by the magazine editors as the best value for the money. This is an example of: A. cross-selling B. renewal marketing C. an unethical business practice D. remarketing

17. The aim of _____ is to establish and maintain a relationship with one's customers through personalized communication and customized product/service offerings. A. customized business relationships B. interruption marketing C. transactional marketing D. customer relationship management

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Chapter 16 - Direct Marketing

18. Which of the following statements about direct marketing is NOT true? A. direct marketing is especially useful to target current customers B. direct marketing can generate trial among prospects C. direct marketing is effective in targeting competitors' customers D. direct marketing is only used when the identity of the receiver is known

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-03 Developing a Database

19. When databases are used to identify the most relevant profile variables so the merchant can ensure the highest response rate possible among unknown receivers, the marketer is most likely going to: A. use sweeps marketing B. consult an in-house list C. send unaddressed direct mail D. send to previous responders

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-05 Target Audiences for Direct Marketing

20. With databases containing current customer purchase history, the direct marketer can attempt to influence all of the following EXCEPT: A. the rate of purchase B. repeat consumption or visits C. the timing and amount of the next purchase D. the customer's decision to forward a message to a friend or colleague

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-06 Direct-Marketing Objectives

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Chapter 16 - Direct Marketing

21. A typical objective for direct marketing is a response rate of: A. 2 to 3 percent B. 10 percent C. 25 percent D. the same as the response for an in-store coupon

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-06 Direct-Marketing Objectives

22. In direct response advertising, the "direct response" sought is: A. return on investment (ROI) B. awareness C. sales D. attitude change

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

23. The announcer on the television commercial said, "Get your credit card and call now to order the 'Monster Ballads of Rock & Roll' CD." This is an example of the _____ direct marketing approach. A. primary B. secondary C. one-step D. two-step

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

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Chapter 16 - Direct Marketing

24. Which of the following companies employs a one-step approach to direct marketing? A. The Shopping Channel B. A magazine subscription service that sends an announcement of a forthcoming contest C. An ad advising television viewers to watch their mailboxes for a way to earn free calling cards D. A company asking if a household is interested in an estimate for a new pool

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

25. Cookware, music CDs, and exercise videos are being advertised on television with purchases facilitated by the customer calling a toll-free telephone number. Viewers are instructed to have their credit cards handy when they call to place the order. This form of direct marketing is referred to as: A. telemarketing B. support marketing C. the one-step approach D. the two-step approach

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

26. When a direct advertising medium is designed to directly obtain an order, the _____ approach is being used: A. two-step B. indirect C. direct D. one-step

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

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Chapter 16 - Direct Marketing

27. In direct marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use: A. the two-step approach B. the one-step approach C. direct mail rather than telemarketing D. Canada Post's data on direct marketing purchasers

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

28. The two-step approach to direct marketing: A. asks for an immediate sale B. uses the first contact to screen potential buyers C. is commonly found in direct sales D. is followed by a professional sales call

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

29. A television commercial in which Publishers Clearing House urges consumers to look in their mailboxes for coming sweepstakes entries is an example of: A. sweeps marketing B. add-on marketing C. the one-step approach D. the two-step approach

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

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Chapter 16 - Direct Marketing

30. A successful direct mail program relies on: A. a higher level of marketing dollars than a print campaign B. the use of an external specialty agency for the development and execution of the program C. a database which may be a purchased mailing list from an external source D. the recreation of the in-store experience in order to fully engage the consumer

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

31. Which of the following is NOT a finding of Canada Post research about direct mail? A. Direct mail ads have a short life span in the home. B. Consumers are curious to find out what is in their mailbox. C. A high percentage of consumers read their mail the same day they receive it. D. Direct mail messages contribute to ad recall.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

32. Which of the following statements about catalogues is NOT true? A. Catalogues are now available on the Internet for both consumers and business-to-business customers. B. Most catalogue companies now operate only in physical retail locations. C. In some instances in the consumer market the catalogue and retail divisions are treated as separate entities. D. In some instances in the consumer market the catalogue merchandise is available in retail stores as well.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

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Chapter 16 - Direct Marketing

33. All of the following statements about direct e-mail are true EXCEPT: A. It is basically an electronic version of regular mail. B. It is difficult to finely target the recipients. C. Consumers can opt to have specific types of e-mail sent to them. D. Permission-based e-mail is essentially the opposite of spam.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

34. Which of the following statements about direct e-mail is true? A. Today's marketers use permission-based email instead of having to maintain a comprehensive website. B. The majority of research respondents suggest that branded content makes no impact on whether they forward a message. C. The chance of a consumer passing along a commercial message using email is quite high. D. Studies show that the use of direct mail via e-mail messages has no corresponding effect on visits to the retail location of the sender.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

35. Which of the following is NOT true about direct-response TV? A. It encompasses direct-response TV spots, infomercials, and home shopping shows. B. The television spots are also referred to as short-term programs. C. The process is always one-step; the consumer sees the product she likes and immediately calls a 1-800 number to order. D. Infomercials range from 3 to 60 minutes.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

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Chapter 16 - Direct Marketing

36. Which of the following statements about infomercials is NOT true? A. Infomercials are mandated to fill a 30-minute time slot. B. It is possible to target specific audiences at a low cost via specialty channels. C. Infomercials are popular with small firms, but large firms are beginning to use them as well. D. Studies indicate that infomercials get watched and sell products.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

37. In a study comparing the communication effects of a one-minute ad, a 15-minute infomercial, a 30-minute infomercial, and a direct interactive experience with the product, researchers found: A. infomercials were deemed to be too long and one-minute ads provided the best results. B. infomercials provided a similar cognitive and emotional experience as a direct interaction with the brand. C. specific targeting was not available with infomercials; hence they were much less effective than television advertising. D. because television is such a passive medium, respondents suggested that an infomercial's message tended to get lost in the "noise".

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Hard Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

38. Which off the following is NOT related to telemarketing? A. Inbound and outbound calling B. Potential for fraud and deception C. Call center management D. Negotiated purchase of broadcast time

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-07 Direct-Response Media

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Chapter 16 - Direct Marketing

39. Advertisers can measure the relative effectiveness of a direct marketing campaign quickly by looking at the: A. cost per thousand (CPM) B. breakeven point C. net sales D. cost per order (CPO)

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-08 Direct-Marketing Effectiveness

40. Which effectiveness measure is most commonly employed in direct marketing? A. Cost Per Order (CPO) B. Cost Per Thousand (CPM) C. Cost Per Man-Hour (CPMH) D. Sales Per Database Name (SDN)

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 16-02 Express the decisions of a direct-marketing plan. Topic: 16-08 Direct-Marketing Effectiveness

41. Shoppers Drug Mart gives customers Optimum cards, which allow customers to take advantage of additional discounts on certain products and to be notified of customer-only sales offers. In addition, customers can accrue points each time they present their cards. These points can be used to purchase goods. Shoppers is using a: A. bonus program B. loyalty program C. customer rewards contest D. self-liquidating promotion

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-09 Loyalty Programs

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Chapter 16 - Direct Marketing

42. Every time Beth buys a book at Chapters, she presents her Chapters card, and the sales associate enters her purchase in a database. When she has purchased five books at regular price, she is sent a coupon for a free book to be picked out on her next visit to the store. This is an example of a: A. bonus program B. loyalty program C. customer rewards contest D. subsidized program

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-09 Loyalty Programs

43. ____ are a way of encouraging consumers to buy a company's products or services on a continual basis and hope to develop strong long-term relationships between the customer and brand. A. Sweepstakes and contests B. Interactive websites C. Loyalty programs D. Refunds and rebates

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-10 Purpose of Loyalty Programs

44. Loyalty programs are valuable tools for the participating company to collect: A. reward points B. pricing information C. competitive information D. data on their customers

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-10 Purpose of Loyalty Programs

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Chapter 16 - Direct Marketing

45. This points pressure mechanism does what? A. Encourages consumers to join loyalty programs. B. Encourages consumers to contemplate rewards they will earn from loyalty program. C. Encourages consumers to increases purchases so they can earn points that get them to earning level. D. Encourages consumers to only go to stores that offer rewards.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-11 Loyalty Program Characteristics

46. Air Miles currently offers consumers the option of using points collected as cash when making purchases at a point of sale: A. in order to lessen the time delay associated with collecting points for big-ticket items. B. because some of the partners would rather give out cash than merchandise. C. because forcing the collection of points in order to achieve non-monetary rewards did not effectively build brand equity among the partners. D. in order to enhance the rewarded-behaviour mechanism.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-11 Loyalty Program Characteristics

47. On average, each Canadian is a member of roughly ____ loyalty programs. A. four B. seven C. eleven D. twenty

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-12 Consumer Attitudes and Usage

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Chapter 16 - Direct Marketing

48. Functional satisfaction with loyalty programs is strongly associated with each of the following EXCEPT: A. appeal of the rewards or benefits B. proximity of the store to the consumer's home C. ability to reach desired reward levels in a timely manner D. amount of reward "points" accumulated per $1 spent

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 16-03 Describe the content of a loyalty program. Topic: 16-12 Consumer Attitudes and Usage

49. Which of the following describes an advantage that an advertiser using direct marketing is likely to enjoy? A. limited segmentation capabilities B. high overall costs relative to sales C. difficulty in measuring effectiveness D. less planning time required as compared to most other forms of media use

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 16-04 Evaluate the strengths and limitations of direct marketing. Topic: 16-15 Strengths of Direct Marketing

50. Direct marketing lets the advertiser reach a large number of people and reduces or eliminates waste coverage through its strong: A. frequency. B. flexibility. C. segmentation capabilities. D. target audience coverage.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-04 Evaluate the strengths and limitations of direct marketing. Topic: 16-15 Strengths of Direct Marketing

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Chapter 16 - Direct Marketing

51. No other advertising medium can personalize the message as well as: A. television B. direct mail C. magazines D. newspapers

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Easy Learning Objective: 16-04 Evaluate the strengths and limitations of direct marketing. Topic: 16-15 Strengths of Direct Marketing

52. All of the following are advantages of direct marketing EXCEPT: A. ability to personalize B. image factors C. segmentation capabilities D. creative flexibility

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-04 Evaluate the strengths and limitations of direct marketing. Topic: 16-16 Limitations of Direct Marketing

53. Which of the following describes a disadvantage associated with direct marketing? A. poor media image B. high costs C. inability to measure effectiveness D. lack of creative flexibility

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 16-04 Evaluate the strengths and limitations of direct marketing. Topic: 16-16 Limitations of Direct Marketing

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Chapter 16 - Direct Marketing

54. Disadvantages inherent in the use of direct marketing include: A. the difficulty in obtaining effectiveness measurements. B. the fact that the audience exerts control for selective exposure. C. a lack of flexibility. D. the difficulty in acquiring tv time.

55. An ad for pet health insurance contains both a toll-free number to call and a website to visit for more information. This ad is an example of the combining of direct marketing with: A. consumer promotion B. public relations C. advertising D. personal selling

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 16-05 Apply the ideas of direct marketing within the development of an IMC plan. Topic: 16-19 Direct Marketing and IMC Tools

56. A press conference called by the Maritime Museum of the Atlantic informed the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings. During the conference, the museum representative announced that each family in Halifax County and the neighbouring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of the combining of direct marketing with: A. consumer promotion B. public relations C. advertising D. personal selling

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Chapter 16 - Direct Marketing

57. When the University of Western Ontario calls its alumni and asks them to make contributions to pay for the remodelling of Alumni House, it is an example of the combining of direct marketing with: A. a trade promotion B. public relations C. advertising D. personal selling

58. The National Post calls its subscribers to tell them of a contest that they can enter to win a trip to Bermuda. This is an example of combining direct marketing with: A. sales promotion B. public relations C. advertising D. personal selling

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Chapter 17 - Internet Media

Chapter 17 Internet Media

Multiple Choice Questions 1. Approximately ____ percent of all Canadians accessed Internet media from any location in 2015, with nearly universal access for those under _____ years of age. A. 92; 35 B. 86; 55 C. 80; 50 D. 98; 40

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-02 Internet Usage

2. Mobile access to Internet media via smartphones was ___ percent in 2015. A. 50 B. 68 C. 77 D. 85

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-02 Internet Usage

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Chapter 17 - Internet Media

3. The amount of time Canadians consumed Internet media was just over _____ hours per week, compared to _____ hours for TV. A. 12; 20 B. 16; 24 C. 20; 29 D. 27; 34

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-02 Internet Usage

4. Research shows that _____ is the number one activity on the Internet for most Canadians. A. sending or receiving email B. general Internet search C. banking online D. visiting social media

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-02 Internet Usage

5. Internet media advertising is so pervasive that specialized recognition now happens in the form of which awards? A. E-Promo Awards B. Webby Awards C. Interactive Marketing Awards D. Canadian Marketing Association Interactive Awards of Excellence

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-04 Website Strategy

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Chapter 17 - Internet Media

6. The Internet may not be the optimal medium for awareness in many situations due to its limited _____. A. recall B. branding C. frequency D. reach

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-03 Website Communication

7. Which of the following is NOT one of the four broad communication objectives of a nonecommerce enabled website? A. Disseminate information B. Create awareness C. Stimulate category purchase D. Build brand image

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-03 Website Communication

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Chapter 17 - Internet Media

8. Which of the following statements about the Internet's objective of disseminating information is true? A. In business-to-business markets, having a website has become a necessity, especially for buyers to get detailed information about the seller's offerings. B. Due to privacy issues, certain levels of government have reduced their use of the Internet to provide citizens with information. C. Many consumer companies no longer use their websites as a means of communicating information about their products and services. They are turning instead to various forms of social media. D. Consumer-generated content, as a means of disseminating information, suffers from lack of credibility.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-03 Website Communication

9. The Internet can be used for branding purposes: A. as long as these efforts stand alone as a communication piece. B. because it is fairly simple to adapt this medium to branding and image-creating strategies. C. since there are many tools such as videos and animation that can create a transformational experience for the viewing consumer. D. with the use of consumer-generated content, which resonates more closely with the audience.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-03 Website Communication

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Chapter 17 - Internet Media

10. Procter & Gamble's website, Vocal point, provides moms access to information, products, and samples. It is a forum for feedback on new ideas and products. It was established to achieve the objective of: A. creating business-to-business opportunities. B. generating on-line sales. C. facilitating interaction. D. disseminating information.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-03 Website Communication

11. Marketers use their websites to invite consumers to sign up for a newsletter, go to a retail location, try a simulation, or participate in a game or promotion in order to achieve the objective of: A. creating awareness B. facilitating interaction C. building brand image D. generating online sales

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-03 Website Communication

12. A website demonstrates _____ if it offers multiple opportunities for the consumer to act upon, such as links, buttons, or connections to other utilities like social media. A. responsiveness B. reciprocity C. nonverbal information D. stickiness

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-04 Website Strategy

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Chapter 17 - Internet Media

13. What mode of content contributes enormously to positive or negative word of mouth? A. Video B. Interstitial ads C. User generated content D. Use of emojis

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-04 Website Strategy

14. Extensive use of pictures, sounds, and animation in a website gives consumers _____. A. responsiveness B. reciprocity C. nonverbal information D. interactivity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-04 Website Strategy

15. A website's degree of _____ is the extent to which someone involved in communication over the Internet perceives the communication to be reciprocal, responsive, speedy, and characterized by the use of nonverbal information. A. effectiveness B. impact C. interaction D. stickiness

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-04 Website Strategy

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Chapter 17 - Internet Media

16. In 2014, Internet media advertising revenue: A. reached $2.5 billion B. surpassed television ad spending C. reached $3.8 billion, almost as high as television ad spending D. was about the same as total print advertising revenue

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-05 Digital Advertising Planning

17. Which of the following statements about display advertising on the Internet is NOT true? A. Internet display ads tend to look like the ads found in print media. B. Display ads are placed on virtually any Internet site, including social media and within email messages. C. Canada's top advertisers put half of their display ad expenditures in social media. D. While display advertising revenue has grown substantially, it is still nowhere near the revenues generated by magazine advertising.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-02 Review Internet media advertising. Topic: 17-06 Overview

18. ComScore 2015 data shows which type of Internet media having the most ad impressions? A. Entertainment sites B. Web portals C. Social media sites D. News/information sites

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

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Chapter 17 - Internet Media

19. This type of Internet ad accounted for one-third of total Internet media advertising revenues in 2014: A. pay-for-click ads B. display ads C. content marketing D. paid search ads

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

20. Banner ads: A. have a link embedded allowing users to move to another digital location. B. are mainly found at the top of the home page of Internet portal sites. C. are the reason why click rates in Canada are extremely high. D. cannot be measured for effectiveness, and this is the reason why advertisers are moving to other forms of Internet advertising.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Hard Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

21. Which of the following is true about banner ad click through rates? A. In Canada, the average click through rate is 10 percent. B. Click through rates are slightly higher for mobile ads on social media. C. There is no difference in click through rates according to ad size. D. The use of flash technology makes no difference in click through rates.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

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Chapter 17 - Internet Media

22. _____ is created by newer computer software technology that permit(s) user interaction such as expansion of the ad, additional product description or movement that appears videolike. A. Interstitials B. Rich media C. Secure sites D. Pop-ups

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

23. Advertisements that appear on the screen when someone is browsing on the Internet are known as: A. Flash ads B. interstitials C. pop-ups D. banners

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

24. The most common form of display advertising on the Web is: A. pop-ups B. interstitials C. banner ads D. sponsorships

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

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Chapter 17 - Internet Media

25. At the website for iVillage.com, there is an ad that stretches across the top of the page for Clinique cosmetics. If you click on the ad, it will take you to the Clinique website where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage website is an example of a(n): A. interstitial ad B. banner ad C. pop-up ad D. sponsorship post

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

26. While Annie waited for the Mendocino apparel site to download, a small ad encouraging her to check out the summer clothes at the Hudson's Bay website appeared on her computer screen. The Hudson's Bay ad is an example of: A. content sponsorship B. an interstitial C. push technology D. a pop-up

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

27. ______ are ads that appear underneath the Web page and become visible only when the user leaves the site. A. Pop-unders B. Cookies C. Interstitials D. Pop-ups

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

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Chapter 17 - Internet Media

28. A preliminary page that precedes the homepage of an Internet site is known as a(n): A. pop-up. B. splash page. C. interstitial. D. sponsored link.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-12 Display Ads

29. A substantial form of advertising on the Internet is _____, in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. A. banners B. content sponsorship C. pop-ups D. paid search

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-13 Paid Search Ads

30. As of 2014, _____ was the dominant provider of paid search advertising. A. Yahoo B. Microsoft C. Google D. Facebook

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-13 Paid Search Ads

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Chapter 17 - Internet Media

31. Almost all of Google's revenue comes from selling advertisements associated with: A. search keywords. B. name brands. C. retailers. D. banner ads.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-02 Review Internet media advertising. Topic: 17-13 Paid Search Ads

32. _____ is the process of improving the volume of organic search traffic driven to one's site - as opposed to paid inclusions. A. Google AdSense B. Keyword targeting C. Search engine optimization D. Popularity detection

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-13 Paid Search Ads

33. Which of the following is NOT a recommended strategy for search success? A. Optimize customization through past search history. B. Embed keyword text in visuals on the company's web page. C. Pay extra money for the search terms to increase the site's ranking. D. Provide unique and valuable content to appeal to designers of other sites so they will include a link on their site.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-13 Paid Search Ads

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Chapter 17 - Internet Media

34. Which of the following is NOT a way that companies are using video advertising on the Internet? A. Companies create new video messages for the Internet. B. Companies run the same spots they show on TV, using a hosting site such as YouTube. C. Companies run a television spot and then direct consumers to their website in order to view it, or a sequel to it, again. D. Companies generally run longer video ads, of two minutes or more, on hosted sites such as YouTube and others, because of the captive audiences found there.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-14 Video Ads

35. Recent research into video ads on the Internet found that: A. the most ad impressions were achieved for ads shown on desktop/laptop only. B. total ad impressions for mobile only advertising surpassed those achieved on desktop/laptops only. C. video streaming penetration has reached its maximum in Canada and is actually a little bit on the decline. D. most video ads are 30 seconds long.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-14 Video Ads

36. The increased use of streaming video advertising messages is a direct result of: A. the increased penetration of broadband into households. B. the decreased readership of newspapers among young adults in Canada. C. the decreased viewership of television shows across all age groups. D. the fact that young viewers are looking for more exciting and engaging content.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-14 Video Ads

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Chapter 17 - Internet Media

37. ______ is a medium that uses the Internet to distribute downloadable audio and video files to various portable handheld devices for learning or entertainment purposes. A. Paid search B. Video on demand C. Digital video ads D. Podcasting

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-02 Review Internet media advertising. Topic: 17-14 Video Ads

38. The most prominent form of advertising on podcasts at this time is: A. paid search. B. sponsorship. C. interstitials. D. there is no advertising on podcasts.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-15 Audio Ads

39. ______ are ads found on Internet sites such as Kijiji and Auto Trader, where consumers search for information when comparison shopping. A. Pay-per-click ads B. Classified and directory ads C. Used goods advertising D. Banner ads

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-16 Classified and Directory Ads

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Chapter 17 - Internet Media

40. How does Kijiji make money? A. Consumers now have to pay a small amount to post their classified ad. B. Kijiji sells ad space on its directory on a CPM basis and offers consumers the ability to move up in the search queue for a fee. C. Kijiji doesn't charge to post a classified ad but takes a 2% commission on all sales. D. Kijiji has yet to earn revenue.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-16 Classified and Directory Ads

41. Online directories such as Kijiji and Auto Trader have stolen a significant portion of ad revenue from: A. Yellow Pages ads. B. Google search ads. C. Newspaper classifieds. D. Local radio ads.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-03 Identify the advertising formats of Internet media. Topic: 17-16 Classified and Directory Ads

42. One of the newest and fastest growing forms of electronic advertising is: A. mobile advertising. B. sponsorships. C. digital billboards. D. video advertising.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

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Chapter 17 - Internet Media

43. An overall problem with the mobile platform is: A. a small screen which lowers response to visual ads. B. preference for desk top viewing. C. lack of interest in mobile search. D. low bandwidth capacity.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

44. Which of the following is NOT one of the top four Internet media activities using a smartphone? A. Checking the weather B. Making an online purchase C. Searching the internet D. Accessing a map

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

45. Air Miles sending permission-based text alerts customized by transaction activity to encourage shopping at affiliated sponsors is an example of: A. SMS advertising. B. cooperative advertising. C. digital partnership. D. mobile display advertising.

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

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Chapter 17 - Internet Media

46. Each of the following is a limitation of SMS codes EXCEPT: A. There is a time delay for registration with the Canadian Wireless Telecommunications Association to protect consumers against spam. B. The relatively low penetration of smart phones in Canada does not ensure that the use of SMS advertising will deliver a favourable ROI to advertisers. C. Cell phone carriers are not all fully able to work with each type of code. D. Marketers are concerned with not having the proper metrics with which to measure success.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

47. A related communication to apps and SMS codes is the 2-dimensional barcode called a(n): A. 2-D SMS code. B. Smart code. C. quick response code. D. 2-dimensional mobile code.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

48. Which of the following is true about cellphone apps? A. Mobile apps do not appear to influence shopping behaviour. B. The highest use of cellphone apps is for social networking. C. Apps act as ads since they generally carry brand identification and a brand experience. D. The banking industry has experienced the fastest app growth among smartphone users in Canada.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

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Chapter 17 - Internet Media

49. TV broadcasters are developing apps to foster enhanced viewer experiences while watching TV shows on their mobile devices. This relatively new phenomenon is referred to as: A. auxiliary advertising. B. a second-screen experience. C. TV-to-mobile video viewing. D. mobile direct streaming.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

50. Promotional planners consider social media to be a media type, just like television or radio. Carrying that notion through would mean that social networking would be the ____, and Twitter would be an example of a ____. A. media class; media vehicle B. objective; social media site C. media vehicle; media strategy D. mobile strategy; tactic

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

51. Planning to direct display ads to any other Internet site relies on _____ to determine which sites would be appropriate. A. media planners B. results from second-screen experiences C. contextual targeting D. mobile direct streaming media

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

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Chapter 17 - Internet Media

52. Which of the following statements is NOT true regarding time of day targeting? A. Working people are accessing Internet media during the day for business purposes, primarily in the morning. B. Internet accessing declines during the afternoon and dinner time and then peaks again during the evening for leisure purposes. C. Recent Canadian data suggest that the biggest growth in Internet media use is evening access of news and information sites. D. Time of day targeting allows advertisers to direct a message to consumers when they are consuming certain Internet media vehicles.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

53. ____ targeting is the practice of advertising on a particular Internet site based on its content. A. Time of day B. Contextual C. Subject matter D. Behavioural

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

54. The Lakeside Bistro places an ad on www.penticton.ca, a website directing consumers to interesting sites and services around Penticton, BC. This is an example of _____ targeting. A. contextual B. time of day C. behavioural D. psychographic

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

17-19

Chapter 17 - Internet Media

55. The targeting that allows advertisers to adjust their brand messages depending upon where the user is located is known as: A. contextual targeting B. latitudinal targeting C. geographic targeting D. environmental targeting

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

56. Targeting consumers according to their website-surfing conduct is known as: A. contextual targeting B. attitudinal targeting C. behavioural targeting D. site-loyalty targeting

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

57. Which of the following statements is true regarding behavioural targeting? A. Behaviour is not a critical variable when applying audience segmentation to Internet advertising. B. Research has determined that a consumer's leisure-oriented Internet behaviour is more indicative of one's purchase patterns than their business-oriented behaviour. C. Clickstream data and Internet protocol information can help identify segments of potential buyers in order to direct ads at them. D. There is a one-to-one correlation between a consumer's Internet surfing behaviour and their intention to purchase.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

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Chapter 17 - Internet Media

58. Which of the following is true about measuring the effectiveness of Internet media? A. In order to address concerns about how to measure Internet media effectiveness, one advertiser took on the challenge on behalf of the rest of the industry. B. A standardized method for determining the size of the audience has been developed. C. Technical procedures for accurately reporting whether an ad impression has occurred are in place. D. Industry representatives have agreed upon guidelines for disclosure of research methodology.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-01 Describe Internet media usage and explain website communication. Topic: 17-20 Mobile Device Usage

59. All of the following are results of the IAB task force formed to address issues surrounding Internet effectiveness measures EXCEPT: A. identified technical procedures for accurately reporting when an ad impression had occurred. B. developed accepted procedures for auditing the data which are different from those of traditional major media. C. metrics were developed to determine the size of the target audience. D. agreed upon guidelines for the disclosure of research methodology were put into place.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 17-04 Explore mobile advertising. Topic: 17-19 Mobile Ads

60. Which of the following is NOT an advantage associated with using the Internet? A. Its ability to target very specific groups of individuals B. Interactive capabilities of the medium C. Lack of clutter D. Potential for creativity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

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Chapter 17 - Internet Media

61. The _____ of the Internet make it possible to carry on one-to-one marketing and gain increased success in both the business and the consumer markets. A. interactive capabilities B. media image C. costs D. creativity

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-23 Measuring Internet Media Effectiveness

62. Which of these has been cited as a disadvantage associated with using the Internet? A. Message tailoring B. Limited creativity C. Interactive capabilities D. Poor reach

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 17-05 Define measures of Internet media effectiveness. Topic: 17-24 Audience Measures

63. One example of the use of _____ on the Internet is provided by Chrysler. Working with reporters, Chrysler developed a one-stop information source for the media. A. sales promotion B. personal selling C. direct marketing D. public relations

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 17-06 Apply the ideas of Internet media within an IMC program. Topic: 17-25 Communication Model Measures

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Chapter 17 - Internet Media

64. Yesterday when Enrique checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. A. sales promotion B. personal selling C. direct marketing D. public relations

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 17-06 Apply the ideas of Internet media within an IMC program. Topic: 17-25 Communication Model Measures

17-23

Chapter 18 - Social Media

Chapter 18 Social Media

Multiple Choice Questions 1. According to the textbook, the most significant media trend in recent years is: A. the melding of sales promotion and advertising activities. B. the consumer adoption of social media. C. the incidence of multiple television sets in the majority of Canadian households. D. video gaming.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-05 Social Media Usage

2. Virtual game world advertising is most closely aligned with which traditional media vehicle? A. Billboards B. Product placement C. Public relations D. Cinema advertising

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-02 Social Media Classes

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Chapter 18 - Social Media

3. Research has defined consumers' online brand-related activities (COBRAs) as being each of the following EXCEPT: A. consuming B. contributing C. critiquing D. creating

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-02 Social Media Classes

4. Each of the following is a social media class resulting from user-generated content EXCEPT: A. collaborative projects B. podcasts C. blogs D. virtual game worlds

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-02 Social Media Classes

5. Rating products, joining a brand's social network page, and commenting in brand blogs are all part of this consumers' online brand-related activity (COBRA): A. consuming B. contributing C. critiquing D. creating

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-02 Social Media Classes

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Chapter 18 - Social Media

6. Because a branded Instagram account further promotes the brand's image and extends the content of the brand's website, one might call it a form of _____ media. A. earned B. social C. consumption D. owned

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-02 Social Media Classes

7. Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media? A. The brand develops a Facebook page with similar content to its branded website, in order to extend the brand's image. B. Ads are displayed on third-party Facebook pages. C. Ads on Facebook pages are targeted according to the visitor's online surfing behaviour. D. Consumers visit a branded Facebook page, "like" it, and further communicate their positive consumption experiences to their friends or online acquaintances.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-02 Social Media Classes

8. Facebook as a media vehicle is an attractive advertising opportunity for each of the following reasons EXCEPT: A. Facebook allows for substantial segmentation precision. B. advertising on Facebook is a series of simple "point and click" steps. C. the news feed is cluttered with both ads and content from friends. D. a company can place ads directly into the consumers' news feed or on the right-hand rail.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 18-02 Review social networking. Topic: 18-06 Social Networking

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Chapter 18 - Social Media

9. Much of the content on a branded Facebook page is often: A. developed by the advertising agency. B. is a form of advertising or another kind of marketing communication message. C. mirrors the brand's website almost exactly. D. contains images and comments contributed by consumers but controlled by the advertiser.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 18-02 Review social networking. Topic: 18-06 Social Networking

10. Ad products such as promoted accounts, promoted tweets, and promoted trends are all associated with which social media platform? A. Facebook B. Foursquare C. Twitter D. Tumblr

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-06 Social Networking

11. In what social media platform does the message from a customer during a performance of Cirque du Soleil act as a testimonial so that potential customers can virtually experience the spectacle? A. Twitter B. Promoted account C. Blog post D. Social networking exchange

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-06 Social Networking

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Chapter 18 - Social Media

12. Any piece of social media content that goes viral from consumer to consumer is by its nature: A. earned media B. owned media C. branded content D. paid media

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-06 Social Networking

13. Who is required to pay when a person retweets, replies, favourites, or clicks on a brand's promoted tweet? A. The consumer B. The advertiser C. Twitter D. There is no cost to do these things

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-06 Social Networking

14. It's recommended that brands on Facebook pursue what consumer related strategy? A. Profile their customers B. Upsell their customers C. Segment their customers D. Create user generated content

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-07 Facebook

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Chapter 18 - Social Media

15. Vehicles on the Internet where users can share video, photo images, and audio media are called: A. social networking sites. B. content communities. C. podcasts. D. interactive activity zones.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-09 Content Communities

16. YouTube generates revenue through each of the following EXCEPT: A. viewing fees. B. standard banner display ads. C. rich media ads. D. in-video overlay ads.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-09 Content Communities

17. YouTube channels host branded video messages, thus offering an organization a form of _____ media. A. earned B. social C. consumption D. owned

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-09 Content Communities

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Chapter 18 - Social Media

18. The majority of Instagram users are: A. women, aged 18-34 years B. men, aged 18-34 years C. women, aged 35-50 years D. men, aged 35-50 years

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-03 Illustrate content communities. Topic: 18-09 Content Communities

19. Which of the following statements about Instagram are NOT true? A. Many of the targeting features found with Facebook are also available on Instagram since Facebook owns Instagram. B. Most Instagram use is on desktops and laptops, as display ads don't work well on the small screens of smartphones. C. Instagram pushes ads through the news feed, with ads having the same look as the media content. D. The creative potential of sequencing images for owned and earned media is strong with Instagram.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 18-03 Illustrate content communities. Topic: 18-09 Content Communities

20. A ______ is a Web-based publication consisting primarily of periodic articles. A. sales promotion B. podcast C. blog D. social networking site

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-13 Blogs

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Chapter 18 - Social Media

21. ____ reflect the writings of an individual, a community, a political organization, or a corporation. A. Promoted tweets B. User-generated content C. Blogs D. Video overlays

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-13 Blogs

22. Blogs are a multifaceted brand communication tool; in that it provides all of the following opportunities EXCEPT: A. paid media through ad placement within the blog. B. user-generated content allowing for only positive feedback, as the blogger monitors and controls added content. C. owned media akin to the brand's website. D. a friendly public relations face to the general public.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-13 Blogs

23. Bloggers act similarly to journalists who feature product stories in traditional print media. This gives them: A. source credibility with consumers. B. the ability to charge whatever they wish for ad space within their blogs. C. access to free products and passes to events. D. the space to write as much as they wish about a particular subject or experience.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-13 Blogs

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Chapter 18 - Social Media

24. The need for digital ad placement firms is supported by the fact that: A. celebrities are charging exorbitant rates to add their voice to a brand's social media presence. B. the blogosphere is very fragmented, which makes it difficult to determine where to place one's ads. C. personal bloggers wield a great deal of influence over consumers when describing their brand experiences. D. specialized vehicles like blogs and YouTube channels are selling their advertising space far too cheaply to be effective.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-13 Blogs

25. A collaborative project which permits users to add, remove, or change text-based content is known as: A. a tweet. B. a user-generated promotion. C. a wiki. D. a group think.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-14 Collaborative Projects

26. Which of the following is NOT a social bookmarking site? A. Tumblr B. Pinterest C. Reddit D. Facebook

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-14 Collaborative Projects

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Chapter 18 - Social Media

27. In terms of sales promotional tools such as contest entries and other incentives, Internet media: A. acts as the mechanism for delivery or execution. B. is a buffer between more credible branded content and short-term promotional hype. C. is not very useful due to audience fragmentation. D. ensures continued use of the product beyond the promotional timing.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-04 Describe blogs and collaborative projects. Topic: 18-14 Collaborative Projects

28. Loyal customers can be awarded with _____ such as ringtones, wallpapers, emoticons, etc. A. promotional overlays B. branded content C. digital treats D. contest overlays

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 18-02 Review social networking. Topic: 18-15 Social Media Influence

29. Marketers use ______ to reward loyal customers with various types of points, badges, opportunities to play extended games and other incentives. A. wikis and sales promotions B. electronic overlays C. digital treats D. virtual continuity programs

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 18-02 Review social networking. Topic: 18-15 Social Media Influence

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

Chapter 19 Regulatory, Ethical, Social, and Economic Issues for IMC

Multiple Choice Questions 1. Which area is NOT regulated by the CRTC (Canadian Radio-Television and Telecommunications Commission)? A. Infomercials B. Advertising time limits C. False or misleading ads D. Signal substitution

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-02 Canadian Radio-Television and Telecommunications Commissions (CRTC)

2. The ______ approves all infomercials for any television station and network. A. CRTC B. Competition Act C. Consumer Protection Act D. Advertising Standards Canada

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

3. The CRTC is involved in the regulation of: A. false ads B. misleading ads C. advertising time limits D. alcohol and drugs

4. The CRTC ensures that specialty services carry a maximum of ___ minutes of advertising per hour during the broadcast day. A. 5 B. 12 C. 15 D. There is no advertising time limit for specialty TV services.

5. The CRTC ensures that conventional TV and radio stations carry a maximum of ___ minutes of advertising per hour during the broadcast day. A. 5 B. 8 C. 15 D. There is no advertising time limit for conventional TV and radio stations.

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

6. The mandate that allows the CRTC to preclude Canadian Super Bowl fans from seeing some of the U.S. ads broadcast during the big game is an issue of: A. advertising time limits. B. signal substitution. C. cross-border exchange. D. Canadian protectionism.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-02 Canadian Radio-Television and Telecommunications Commissions (CRTC)

7. The federal Competition Act addresses ______. A. infomercials B. advertising limits for TV commercials during the broadcast day C. Internet D. any false or misleading advertising

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-03 Competition Act

8. Mattel advertised a Parisian Barbie doll, complete with chic outfit, a designer purse, a convertible sports car and a tiny Eiffel Tower. While the outfit was included with the doll, the ad failed to mention that the other accessories were sold separately. This false impression would fall under the jurisdiction of: A. the CRTC B. the Competition Act C. Advertising Standards Canada D. the Association of Canadian Advertisers

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-03 Competition Act

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

9. Which of the following would NOT fall under the Competition Act? A. Xerox portraying women in non-leadership roles B. Bell hiding mandatory fees in fine-print disclaimers C. Mr. Clean making false claims of product performance D. Triscuit showing misleading portrayals of package size and number of portions in a box

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-03 Competition Act

10. The decision to advertise on ‘good products’ directly into schools comes from A. a desire to positively influence children B. a response to the growing obesity problem among children. C. a desire to improve children's relationships with their teachers D. a desire to improve children's relationships with their parent(s)

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-04 Regulations on Advertising to Children

11. According to the Consumer Protection Act of Quebec, it is illegal to direct commercial advertising messages to persons younger than: A. 6 B. 10 C. 13 D. 15

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-04 Regulations on Advertising to Children

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

12. Which one of the following statements about the Advertising Standards Canada is NOT true? A. The ASC (Advertising Standards Canada) is a not-for-profit, self-regulatory, industry body with a mandate to create and maintain community confidence in advertising. B. The ASC represents advertisers, media organizations, and advertising industry suppliers. C. Its Standards Division administers government-regulated codes. D. Its Advertising Clearance Division previews advertisements in five industry categories, as well as ads directed toward children.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-05 Ad Standards (AS)

13. The ______ is a not-for-profit, self-regulatory industry body with a mandate to create and maintain community confidence in advertising. A. CRTC B. Competition Act C. Consumer protection Act D. Advertising Standards Canada

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-05 Ad Standards (AS)

14. Which of the following is NOT a clause/title contained in the Canadian Code of Advertising Standards? A. Bait and switch B. Superstitions and fears C. Testimonials D. Subliminal tactics

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-05 Ad Standards (AS)

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

15. Advertising Standards Canada gender portrayal guidelines pertain to each of the following overall clauses EXCEPT: A. sexuality B. decision making C. ageism D. violence

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-05 Ad Standards (AS)

16. Which of the following is NOT an area from which complaints to the Standards Division of the ASC arise? A. Contravention of government guidelines B. Consumer complaints C. Advertiser disputes D. Special interest group complaints

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-05 Ad Standards (AS)

17. The Advertising Standards Canada guidelines do not cover product evaluations and reviews found on the Internet because: A. the Internet is too new a medium to be included in guidelines crafted twenty years ago. B. product reviews on websites and blogs are not considered advertising. C. the guidelines make certain concessions for more innovative media types. D. there have not yet been any complaints against this type of communication.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-05 Ad Standards (AS)

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

18. _____ are moral principles and values that govern the actions and decisions of an individual or group. A. Regulations B. Guidelines C. Ethics D. Social criticisms

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-06 Ethical Effects of Advertising

19. Which of the following principles is NOT one of the guidelines that a member of the Association of Canadian Advertisers should consider in preparing and evaluating its ads? A. advertisers must behave responsibly B. advertisers forego their right to freedom of speech in order to not offend or mislead consumers C. advertisers make an important contribution to the Canadian economy of culture D. advertisers support a vibrant, competitive economy

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-07 Advertising as Untruthful or Deceptive

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

20. Which of the following DOES NOT express a valid conclusion about the truthfulness of advertising? A. It is difficult to determine what constitutes untruthful or misleading advertising since deception can occur in subtle ways. B. One of the major complaints about advertising is that many ads are misleading. C. Most advertisers do not intentionally mislead or deceive consumers, but some will test the limits of various rules and regulations to gain a competitive advantage. D. National advertisers are very likely to risk consumer trust and confidence by intentionally deceiving them.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-07 Advertising as Untruthful or Deceptive

21. Which of the following expresses a valid conclusion about the truthfulness of advertising? A. It can be difficult to determine if an ad is misleading consumers since deception is partly dependent on how a consumer perceives an advertising message. B. Even though most advertisers intend to deliberately mislead consumers, they often present only information that is favourable to their position. C. Many critics of advertising feel that advertising should include puffery or embellished messages. D. Many critics of advertising do not believe that advertising can or should be informative.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-07 Advertising as Untruthful or Deceptive

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

22. _____ is advertising which praise the item to be sold with subjective opinions, superlatives, or exaggerations, while all the while stating no specific facts supporting these opinions. A. Misleading advertising B. A false claim C. Puffery D. Embellishment

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-07 Advertising as Untruthful or Deceptive

23. In the 1950s and 1960s, many auto shops gave away promotional calendars to customers. The calendars typically showed some buxom beauty that was scantily clothed and posed in some atypical position in or on an automobile. Critics of advertising today would call such calendars: A. asocial B. unfair C. deceptive D. offensive and in bad taste

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

24. Which of the following ads would likely be considered irritating or distasteful to some consumers? A. ads for weight loss products B. ads for feminine hygiene products C. ads for online dating services D. infomercials for acne remedies

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

25. Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT: A. Consumers can be offended by the mere fact that certain products such as contraceptives are even advertised. B. A study of prime-time commercials found that consumers have become used to ads for personal care products, and they seldom perceive them as irritating or distasteful anymore. C. Consumers tend to dislike ads for products they don't use or brands they don't buy. D. Ads using sexual appeals or nudity offend many consumers.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

26. The type of advertising appeal that receives the most criticism for being in poor taste is: A. personal computer ads targeted at children B. fear appeals used to sell shampoos and deodorants C. humorous appeals used to make fun of people who are socially inept D. ads using sex and/or nudity

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

27. Which of the following describes the use of sexual appeals in advertising? A. Sexual appeals are often criticized because they are not even relevant or appropriate for the product being advertised. B. Sexual appeals are less often criticized for containing nudity or using suggestive dialogue as consumers become more used to these elements in movies and video games. C. Sexual appeals are never criticized because they are demeaning to men. D. Networks have the right to scrutinize commercials carefully when it comes to sexually oriented advertising since they are similarly diligent with their programs.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Hard Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

28. Which of the following does NOT relate to the use of fear appeals? A. an ad depicting a radio about to commit suicide on the edge of a bathtub B. an ad exploiting the fear of social rejection for having bad breath C. an ad for a luxury power boat with a gorgeous female model in a low-cut gown draped over the front of the boat D. a series of ads showing the gory consequences of poor safety regulations at work

Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

29. Many advertising experts argue that what underlies the increased use of shock appeal is: A. consumer resistance to advertising that needs to be overcome. B. actually, the reduction in clutter has made shock appeal less necessary. C. that sexual appeal is having less of an effect on audiences. D. it is a new type of appeal that consumers tend to react to.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-08 Advertising as Offensive or in Bad Taste

30. Young children may be especially vulnerable to advertising for all of the following reasons EXCEPT: A. they lack the experience and knowledge required to understand and evaluate persuasive messages. B. they cannot distinguish between reality and fantasy. C. they often have trouble differentiating between commercials and programs. D. their parents do not always perceive the selling intent of commercials.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-09 Advertising and Children

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

31. Critics of advertising aimed at children use all of the following arguments to explain why it is wrong EXCEPT: A. preschool children cannot discriminate between commercials and television programs. B. children lack an understanding of how advertising works and thus cannot effectively use cognitive defenses against it. C. children do not perceive the selling or persuasive intent of commercials. D. advertising is a part of life, and children must learn to deal with it as part of the consumer socialization process.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-09 Advertising and Children

32. The consumer socialization process: A. refers to how consumers satisfy their need to belong B. explains why consumers will never completely abandon department store shopping for Internet shopping C. is the process of a person acquiring the skills needed to function in the consumer marketplace D. explains how marketers engage in relationship marketing

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-09 Advertising and Children

33. Acquiring the skills needed to function in the marketplace is called the _____ process. A. consumer socialization B. consumer education C. caveat emptor D. needs-focus

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-02 Evaluate the ethical perspectives of advertising. Topic: 19-09 Advertising and Children

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

34. Which of the following is NOT a social criticism of advertising? A. Advertising controls the media. B. Advertising perpetuates stereotypes. C. Advertising increases product costs and reduces competition. D. Advertising makes consumers buy things they don't need.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-10 Social Effects of Advertising

35. Critics of advertising claim that it can have a(n) _____ effect on consumer values by encouraging ____, which is a preoccupation with material things rather than intellectual or spiritual concerns. A. positive; corporeality B. adverse; materialism C. negative; cocooning D. detrimental; stereotyping

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-11 Advertising Encourages Materialism

36. By creating needs rather than merely fulfilling them, by surrounding consumers with images of the good life, and by showing products as symbols of status and success, advertising can exacerbate the problems with: A. ethnocentricity B. consumer socialization C. materialism D. informative ads

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-11 Advertising Encourages Materialism

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

37. According to those who believe that advertising does NOT have an adverse effect on consumer values, advertising: A. is a major determinant of society's taste and values B. is merely a reflection of society's tastes and values C. is solely accountable for the increase in materialism due to its nature and power D. cannot create needs but only exploit existing ones

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-11 Advertising Encourages Materialism

38. A response to the perceived problem of advertising and materialism in society is: A. that advertising does not shape society, merely reflecting it. B. that materialism is a positive force in society. C. that advertising has little effect on society overall. D. to have government have complete control over advertising.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-11 Advertising Encourages Materialism

39. Defenders of advertising take issue with the argument that it should be limited to dealing with basic needs. One of their reasons is: A. in our society, most higher-level needs are already satisfied for most people. B. it is natural to move from higher-order needs to basic ones. C. consumers are free to choose to what degree they attempt to satisfy their desires. D. wise advertisers associate their products and services with lower-level needs like safety and food.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-12 Advertising and Persuasion

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

40. For which of the following products might one argue that advertising has created needs rather than responded to them? A. Automobiles B. Calculators C. Canned soup D. $300 designer jeans

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-12 Advertising and Persuasion

41. According to author and marketing theorist, Shelby Hunt, the purpose of all advertising is to: A. inform B. persuade C. enhance brand image D. change attitude

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-12 Advertising and Persuasion

42. Stereotypical portrayals of adult women in North American television and print advertising emphasize their: A. activism and autonomy B. power C. passivity and deference D. ability to achieve under any circumstances

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-13 Advertising and Stereotyping

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

43. Which of the following statements describing how advertising portrays women is NOT the case? A. Advertising is often criticized for their portrayals of women in strong leadership roles. B. While sexism and stereotyping of women still exists, advertising's portrayal of women has improved in recent years. C. Many advertisers depict women in a diversity of roles since their place in society has changed in recent years. D. Stereotypical portrayals of women show them as lacking intelligence and credibility.

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-13 Advertising and Stereotyping

44. A recent study suggests that minorities in Canadian advertising are _________. A. very overrepresented B. under-represented C. reflecting the Canadian population D. not represented at all

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-13 Advertising and Stereotyping

45. In an advertisement on TV a company portrays a group of old people as forgetful, feeble and dull. This would be considered: A. chauvinistic B. ageism C. gender stereotyping D. illegal

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-01 Describe the advertising regulation system in Canada. Topic: 19-13 Advertising and Stereotyping

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

46. Recent ads showing men as dumb, goofy, or inept in the kitchen or around their children have been criticized under the Advertising Standards Council's clause regarding: A. unacceptable depictions and portrayals B. price claims C. accuracy and clarity D. sexual exploitation

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-13 Advertising and Stereotyping

47. Which of the following media would be most vulnerable to influence and pressure from advertisers on the type of stories the medium covers? A. A major television network such as CBC. B. A major newspaper such as The Globe and Mail. C. A major magazine such as Time or Maclean's. D. A growing newspaper or magazine which receives a high amount of advertising from one particular industry.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-14 Advertising and the Media

48. Which of the following is an argument that supports the charge that advertisers can and do control the media? A. Advertisers need the media more than the media needs any individual advertisers. B. The media are dependent on advertising for to stay in business. C. Many media have a broad base of advertiser support and can afford to lose advertisers attempting to exert control over them. D. There is no such argument; it is in the best self-interest of the media not to be influenced or controlled by the advertiser.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-14 Advertising and the Media

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

49. Using economic censorship, applying pressure to limit the coverage of a controversial story that might reflect negatively on a company and trying to control the editorial content of magazines are all ways that: A. consumer advocates fight for the rights of the masses. B. media manipulates advertisers. C. advertisers exert influence on the media. D. media controls content on television.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-03 Explain the social effects of advertising. Topic: 19-14 Advertising and the Media

50. What is the traditional defense for advertising's role in our economic system? A. Advertising leads to an increased standard of living. B. Advertising stimulates new product development. C. Advertising provides useful information for buying decisions. D. Advertising increases competition and prevents monopolies.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 19-04 Examine the economic role of advertising and its effects on consumer choice, competition, and product costs and prices. Topic: 19-16 Economic Effects of Advertising

51. Economists argue that advertising can have a negative effect on consumer choice by: A. using market aggregation B. reducing the opportunities for new products to be introduced C. adding to the cost of products and creating competitive barriers which limit market entry D. creating brand monopolies

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

52. Which of the following statements can be used to refute the argument that advertising reduces the number of choices available to consumers? A. Advertising can be used to create and maintain brand loyalty for dominant brands. B. Dominant brands can afford to spend more on advertising and that makes it difficult for smaller brands to compete against them. C. Heavily advertised brands dominate the market in certain product categories such as soft drinks, beer, and cereal. D. When a successful new product is introduced, competitors quickly follow and use advertising to tell consumers about their new brand.

Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 19-04 Examine the economic role of advertising and its effects on consumer choice, competition, and product costs and prices. Topic: 19-17 Effects on Consumer Choice

53. A situation where a company creates conditions that makes it difficult for other firms to enter a market is known as: A. a barrier to entry B. economies of scale C. a market blockade D. market dominance

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

54. Procter & Gamble spend millions of dollars a year on advertising for its various consumer products and thus they can make large media purchases at rates lower than its smaller competitors. This is an example of how a large advertiser can achieve a competitive advantage based on: A. differentiation B. economies of scale C. market aggrandizement D. discrimination

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 19-04 Examine the economic role of advertising and its effects on consumer choice, competition, and product costs and prices. Topic: 19-18 Effects on Competition

55. Defenders of advertising that argue that advertising is NOT a barrier to market entry contend that: A. large volumes of advertising are necessary to compete in many industries B. there are economies of scale in advertising C. advertising is only one factor amongst many that ultimately contribute to the success of a product D. there is no relationship between intensity of advertising and market share

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 19-04 Examine the economic role of advertising and its effects on consumer choice, competition, and product costs and prices. Topic: 19-18 Effects on Competition

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

56. Many economists argue that advertising can have a detrimental effect on competition by: A. creating barriers to entry that lead to less competition and higher prices B. allowing unfair comparative advertising C. minimizing the importance of pricing and distribution strategy D. lessening the importance of good budgeting strategies

57. For many years, Hershey's spent very little money on advertising, yet its chocolate bar was a successful brand. This success can be interpreted as evidence that: A. advertising is really not needed for a brand to be successful B. advertising increases product costs and prices C. luck plays a major role in the success of a product D. product quality and image are important determinants of success

58. Critics of advertising argue that: A. monies spent on advertising is an expense that must be covered and is generally passed on to the consumer B. consumers are only willing to purchase heavily advertised brands and thus will end up paying more for them C. advertising makes markets more competitive, which in turns requires more advertising and more price competition D. advertising makes consumers purchase products and services for irrational reasons

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

59. From an economic perspective, advertising might lower the cost of a product by: A. creating barriers to entry for less efficient firms B. moving consumers to the consumer socialization stage of the buying process C. making it possible for firms to realize economies of scale through expansion of sales volume D. allowing firms to advertise at high levels along with competitors

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 19-04 Examine the economic role of advertising and its effects on consumer choice, competition, and product costs and prices. Topic: 19-19 Effects on Product Costs and Prices

60. The belief that the power of advertising equals _____ reflects traditional economic thinking that views advertising as a way to change consumers' tastes, lower their sensitivity to price, and build brand loyalty among buyers of the advertised brand. A. economies of scale B. materialism C. competitive advantage D. market power

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Chapter 19 - Regulatory, Ethical, Social, and Economic Issues for IMC

61. The belief that advertising equals _____ sees advertising as providing consumers with useful information, increasing their price sensitivity, and increasing competition in the market. A. information B. materialism C. market power D. competitive advantage

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