Quiz
Exam 1
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Fragen in diesem Quiz (40)
1A broad, unpaid message reminding consumers to wear their seat belt is and example of
- AA. a mobile advertisement
- BB. influencer marketing
- CC. personal selling
- DD. a public service announcement
2Integrated Brand Promotion (IBP) is:
- AA. the collaboration of two or more brands within a single advertisement with the intent of sharing costs.
- BB. the coordination of a number of promotional tools to create widespread brand exposure.
- CC. a company's decision to focus on wide range of traditional advertising forms to replace nontraditional forms.
- DD. a unique concept seen mainly in local advertising campaigns.
3Market segmentation is the process of:
- AA. creating advertising strategies to reach out to a wide consumer base.
- BB. creating a new product line that is relatively different from the firm's existing product line.
- CC. identifying competitors in the market that could be possible threats to the success of the company.
- DD. breaking down a large, widely varied market into more similar sub-markets.
4_______________ is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company.
- AA. advocacy advertising
- BB. corporate advertising
- CC. brand advertising
- DD. institutional advertising
5In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts?
- AA. awareness, identity, and preference
- BB. attention, curiosity, and response
- CC. demand, value, and interaction
- DD. information, message, and communication
6The foundation was laid for advertising to become a prominent part of the business environment when the Western world turned to ________ as the foundation of economics.
- AA. socialism
- BB. marxism
- CC. capitalism
- DD. syndicalism
7Which of the following is true about advertisements in the pre-industrialization era?
- AA. The advertisements were published in magazines
- BB. The advertisements in dailies were the most popular
- CC. The advertisements ushered in a dominant consumer culture
- DD. The messages were informational in nature.
8During which era were the big businesses and advertising viewed with suspicion?
- AA. The Depression (1929 to 1941)
- BB. The 1920s (1918 to 1929)
- CC. The P.T Barnum Era (1875 to 1918)
- DD. The Designer Era (1980 to 1992)
9Which of the following is true about advertising during the period between 2000 to the present?
- AA. Traditional advertising gained a stronger foothold than ever before.
- BB. Interactive media hindered the direct measurement of ad exposure and impact.
- CC. Consumer-generated content, e-business, and ad blockers became key aspects of the IBP industry.
- DD. The internet was able to yield precise measurements of ROI in advertisement.
10Which of the following is true of branded entertainment?
- AA. it blends advertising and integrated brand promotion with entertainment.
- BB. it is a subset of product placement.
- CC. It uses solely television programming to create entertainment.
- DD. it is also known as consumer-generated content.
11Although its role is changing, traditionally, the role of public relations is to:
- AA. foster goodwill between a firm and its constituent groups.
- BB. damage the image of a rival company
- CC. use paid media to convey a message
- DD. increase the productivity of employees in a firm
12Dell, a computer firm in Austin, Texas had many of its employees volunteer at an event by a charity group to help give out free winter coats to people who have demonstrated financial need. By doing so, Dell is ________________.
- AA. promoting a product
- BB. preparing internal communications
- CC. promoting goodwill
- DD. Greenwashing
13As opposed to a news release, a feature story:
- AA. gives a single journalist exclusive rights to the information.
- BB. is short and precise
- CC. gives the company no control over the content.
- DD. can be written by an employee of the firm.
14Influencer marketing involves individuals or groups who:
- AA. represent the larger public in their opinions on products or brands.
- BB. support social causes or issues promoted by an organization.
- CC. spread positive word of mouth to a broad population.
- DD. are unusually impacted by branded marketing programs.
15In the context of corporate advertising, the green movement looks sustainable for some time because:
- AA. it helps companies focus on their bottom-line.
- BB. companies no longer engage in greenwashing.
- CC. environmental issues are of major concern to consumers.
- DD. it allows companies to overpromise and under deliver.
16According to Maslow's hierarchy of needs structure, ads for food or health care products can be thought of as promotions for products that address:
- AA. physiological needs
- BB. love and belonging needs
- CC. self-actualizing needs
- DD. esteem needs
17Well-known illustrator Andy Warhol felt strongly that:
- AA. visual manifestations of a sick society were being overtaken with consumerism and greed.
- BB. art was for the people and the most accessible form of art is advertising.
- CC. pioneering graphic innovations visually displayed the power of elitism.
- DD. flashy images and tasteless visuals cluttered the cultural landscape.
18Which of the following is true about advertising of alcohol and cigarettes?
- AA. Brands in these categories don't spend a lot of money on advertisements to truly influence consumers.
- BB. These ads are usually designed to be subliminal, suggesting but not causing behavior.
- CC. Brands in these categories are only advertised as part of other programs which do not interest children.
- DD. Advertising cannot create primary demand in mature product categories such as these.
19Which of the following best describes the concept of "consumerism"?
- AA. It is a relatively recent concept to explain the movement towards mobile marketing and location-based services.
- BB. it involves consumer-oriented promotions such as coupons. premiums, and sweepstakes.
- CC. It defines the actions that individuals and groups use to enact power in the marketplace.
- DD. It refers to the ongoing expansion of contemporary marketing beyond traditional production of ads and commercials, including e-commerce and behavioral targeting.
20______________ is and advertising technique whereby a manufacturer and wholesaler share the expense of advertising.
- AA. differentiation
- BB. subliminal advertising
- CC. market segmentation
- DD. vertical cooperative advertising
21According to the History of Advertising video, the Boston Newsletter published in 1704 is a milestone in advertising history because it contained the first ad to appear in America.
- AA. True
- BB. False
22Both the utility theory of consumer behavior and the law of supply and demand assume that the consumer behaves ____________.
- AA. normally
- BB. economically
- CC. emotionally
- DD. tastefully
- EE. rationally
23Google Analytics provides a website owners with information about what visitors are viewing including specific content.
- AA. True
- BB. False
24The research studies presented in class supported the general idea that cigarette advertising:
- AA. caused people to begin smoking more than anything else
- BB. was important to brand preference
- CC. was not related to primary demand
- DD. all of the above
- EE. only b and c are correct
25What is missing from the following definition of advertising?
"Advertising is the communication process of using paid media to reach a selected audience with a persuasive message."- AA. The definition doesn't include the word earned
- BB. The definition doesn't include a marketing element
- CC. The definition doesn't include a target market
- DD. The definition doesn't include a specific time frame
- EE. The above definition is correct
26In class we saw a potentially offensive ad for "Jesus Jeans". This ad might be considered offensive because:
- AA. you couldn't tell whether it was a male or female
- BB. of the manner in which it was advertised
- CC. where it was advertised
- DD. the race of the model
- EE. the model wasn't wearing any underwear
27The 1998 Attorney General's settlement with Big Tobacco allowed the ________ to become a new business partner with the tobacco companies.
- AA. FTC
- BB. FCC
- CC. alcohol companies
- DD. states
- EE. both a & b
28During the cigarette advertising video, the anti-smoking ads to convince people to stop smoking never aired during prime-time television.
- AA. True
- BB. False
29Which famous advertising practitioner can be termed "the Picasso of the ad world", meaning that he broke all the rules of advertising, for ad campaigns such as the Volkswagen Beetle?
- AA. David Olgivy
- BB. Leo Burnett
- CC. Rosser Reeves
- DD. Mary Wells
- EE. Bill Bernbach
30When we looked at TV spots from the 1970s, the appeals the advertisers used were very different to the appeals used by today's advertisers.
- AA. True
- BB. False
31According to the History video presentation, the unique selling proposition is a strategic approach used in advertising that focuses on:
- AA. the reason why consumers should purchase a brand
- BB. always results in ads with lots of copy
- CC. how the product is different from other products.
- DD. all of the above
- EE. only a & c
32Most people in the USA say they like advertising because:
- AA. advertising can be fun
- BB. it is an easy scapegoat for criticisms of advertising
- CC. it supports the media they use
- DD. all of the above
- EE. only a & c are correct
33Advertising has been proven to manipulate consumers by "inventing desires" for products they wouldn't want or need otherwise.
- AA. True
- BB. False
34Advertising stimulates the economic system by:
- AA. Providing direct dollars to media
- BB. Creating a demand for goods and services
- CC. Raising the price of all products
- DD. All of the above are ways of advertising stimulates the economic system
- EE. only a & b are ways advertising stimulates the economic system.
35According to the Cigarette advertising video, over 90% of all adults in the US smoked cigarettes in the 1950s.
- AA. true
- BB. false
36According to the Advertising History video, Coca-Cola was the third most recognized word on earth.
- AA. true
- BB. false
37In advertising, ethics matter because the main goal of advertising and public relations is to influence attitudes and behaviors.
- AA. True
- BB. False
38The "Bud Gear" campaign was criticized by California consumers because:
- AA. it might lead to excessive consumption
- BB. it was offensive because of the manner in which the products were advertised
- CC. Brooke Shields was underage when she did the spots
- DD. Famous athletes would cause underage consumption behavior.
- EE. none of the above
39Advertisers interested in connecting with consumers via their mobile devices are able to track specific places and geographic locations. They can also send targeted text messages based on consumers movements.
- AA. True
- BB. False
40Retail advertising is designed to motivate intermediaries such as distributors and retailers to accept and actively sell a marketer's product.
- AA. true
- BB. false
Informationen
- Beschreibung
- Design Quiz am Exam 1, erstellt von Elliott Pennebaker am 16/05/2019.
- Autor
- Elliott Pennebaker
- Sprache
- English
- Aufrufe
- 6
- Schlagwörter
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