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Exam 2
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Questions in this quiz (40)
1Grand Resorts has acquired the services of Elegant Inc. to develop advertisements for their organization. Elegant Inc. has advised them to add a panoramic view to billboard ads and to portray tourists lounging by the sea. Elegant Inc. is an example of a(n) ____________.
- AA. media specialists
- BB. creative boutique
- CC. digital/interactive agency
- DD. in-house agency
2A(n) ______ is often known as the advertising department in a firm.
- AA. creative boutique
- BB. full-service agency
- CC. interactive agency
- DD. in-house agency
3______ are experts in finding locations, securing dates, and putting together a team of people to pull off a promotional activity.
- AA. Event-planning agencies
- BB. Creative Boutiques
- CC. Fulfillment Centers
- DD. Direct Marketing agencies
4Harper & Kane advertising agency sets and hourly rate for the services it provides to its clients. This rate is based on the average salary of all the members in the creative department. Harper & Kane uses the __________ system.
- AA. commission
- BB. cost-plus
- CC. markup charge
- DD. fee
5Which of the following best describes a media conglomerate?
- AA. It is a firm that operates multiple media combinations.
- BB. It is a firm that is a specialist in one particular form of media.
- CC. It is a firm that specializes solely in buying media time and space.
- DD. It is a firm that uses print media instead of broadcast media.
6A(n) ____ arises when a consumer's desired state of affairs is different from one's actual state of affairs.
- AA. evoked set
- BB. need state
- CC. consideration set
- DD. top-of-mind awareness
7A young woman tends to buy things that allow her to experience pleasure, avoid guilt, feel pride, or relieve fear. In doing so, she chooses products based on:
- AA. emotional benefits
- BB. rituals
- CC. cognitive dissonance
- DD. life-stage variables
8The concept of cognitive dissonance is more commonly referred to as:
- AA. advertising clutter
- BB. buyer's remorse
- CC. variety seeking
- DD. a need state
9There is a value that cultures place on certain objects. Gloria gets a nod among groups for her expensive and rare Porsche, which is admired. This scenario demonstrates the concept of __________.
- AA. an internal search
- BB. conversion
- CC. cultural capital
- DD. variety seeking
10A person's standing in American society is often based on social stratification which reflects the systematic inequalities within that society regarding:
- AA. caste and gender
- BB. cultural engagement and emotional intelligence
- CC. wealth, power, education, and status
- DD. religious beliefs, morals, and values
11The type of advertising research undertaken before ads are made is known as _____.
- AA. copy research
- BB. developmental research
- CC. post-hoc research
- DD. single-source research
12Projective techniques can test consumer response to ads with:
- AA. in-depth, on-on-one, open-ended discussions
- BB. physiological techniques and brain scans
- CC. fragments of pictures or words that need to be completed
- DD. demographic profiles of market members
13Which of the following is true of recall tests?
- AA. they are more commonly used for print ads than for TV ads.
- BB. recall tests are ineffective for ads on online media.
- CC. they are designed to determine how much, if anything, an audience member remembers of an ad.
- DD. a recall test involves less actual memory than a recognition test.
14Attitude studies, which can be used in both account planning and advertising research,
- AA. look at variables that cannot be accurately measured with a test.
- BB. rely heavily on an artificial viewing experience.
- CC. look at variables that only occur with repetitive exposures.
- DD. measure consumer attitudes after exposure to a brand.
15Which of the following is an example of product placement?
- AA. a race car featuring advertisements for several brands on the outside of the car.
- BB. a movie featuring the lead actor drinking a branded beverage at various times throughout the movie.
- CC. a t-shirt featuring a sport celebrity.
- DD. an actor endorsing an anti-aging lotion in a magazine ad.
16The major sweet spot in event sponsorship comes when there is a significant overlap between the:
- AA. event participants and the marketer's target audience
- BB. primary sponsor and the secondary sponsor
- CC. brand preferences of attendees and the brand preferences of competitors
- DD. international sponsors and the local sponsors
17A firm has decided to sponsor a PGA golf tournament. Its marketing director knows its critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to:
- AA. estimate the number of viewers who will see the company name.
- BB. allow the CEO to meet with top golfers on the course.
- CC. calculate the brand exposure received by people attending the tournament.
- DD. use the tournament to entertain important clients and recruit new ones.
18Which of the following components of American movies have been regularly used as a platform for launching new brands?
- AA. the restaurant meal
- BB. the romantic stroll through the city
- CC. the car chase
- DD. the drink at the local bar
19________ can be considered a natural extension and outgrowth of product placement.
- AA. branded entertainment
- BB. authenticity
- CC. market oversaturation
- DD. event sponsorship
20Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:
- AA. value that a culture places on a certain consumption practices and objects.
- BB. particular pattern of consumption that depends on fiscal stability.
- CC. financial investment needed to create a brand.
- DD. monetary value of a brand in a particular area.
21In a centralized structure of a company, one ad manager or team at the corporate level handles advertising for all regions or divisions.
- AA. True
- BB. False
22Federal Trade Commission (FTC) Act prohibits _________ methods of competition in or affecting commerce, and _________ or ___________ acts or practices in or affecting commerce. Which of the following best describes those components?
- AA. unethical, fair, offensive
- BB. offensive, unethical, unfair
- CC. offensive, aggressive, deceptive
- DD. unfair, unethical, aggressive
- EE. unfair, unfair, deceptive
23A consumer's attitude toward a product or brand can be modified by attitude toward the ad itself, and especially by whether its viewed as credible and likeable. This theory of attitude is known as:
- AA. cognitive processing
- BB. external research
- CC. central route
- DD. persuasive route
- EE. peripheral
24Dannon Activia Yogurt and Luminosity ads were both issued a _____________ by the FTC.
- AA. publicity
- BB. advisory opinions
- CC. trade regulation rules
- DD. cease and desist order
- EE. A & B
25In making an attitude connection, using the _________ route, a consumer's attitude can be modified by persuasion in the form of product information.
- AA. product
- BB. feeling
- CC. cognitive
- DD. reverse
- EE. central
26__________ is how consumers sense and interpret the world around them.
- AA. psychology
- BB. culture
- CC. attitude
- DD. influence
- EE. none of the above
27The person at the ad agency who works with the creative team and is responsible for message strategy is the __________.
- AA. account executive
- BB. marketing manager
- CC. agency head
- DD. art director
- EE. account planner
28Advertising did not fall under the protection of the First Amendment of the US constitution until 1964 in the landmark case New York Times v Sullivan.
- AA. True
- BB. False
29The Parent's Television Council was upset with Miller Lite because of the illegal act portrayed in the tv ad in which the referees ran away with beer.
- AA. True
- BB. False
30According to the video on the First Amendment, one side argued that advertising for cigarettes should not be banned because:
- AA. the facts from the study demonstrate cigarette advertising does not cause people to start smoking.
- BB. advertising does not really relate to the amount of consumption, therefore the ban on ad has no effects on diminishing cigarette consumption.
- CC. cutting off and controlling the flow of information about the lawful products would risk the efficiency of free market.
- DD. the better way to deal with a smoking issue is that public will make autonomous rational choice about smoking when they get all sides of information about tobacco through various media.
- EE. all of the above
31As mentioned by our guest speaker Sean Thompson, a charrette is a meeting of the minds of the stakeholders on a project to map solutions.
- AA. True
- BB. False
32The Campbell's soup and Volvo ads used in class illustrated a violation of the FTC policy and were ruled unfair advertising.
- AA. True
- BB. False
33As one of the models for managing Ad/PR functions, ___________ divides a company into units based on the consumers who they deal with.
- AA. product management model
- BB. integrated communication model
- CC. brand management model
- DD. functional model
- EE. consumer involvement model
34According to Josh Phipps from the Richards Group, Augmented Reality (AR) is different than virtual reality (VR) because AR allows you to view the real world around you.
- AA. True
- BB. False
35Joe Camel, used as a trade character, was ruled by the FTC to be __________ advertising and was banned from future use, Bye Bye Joe camel!
- AA. deceptive
- BB. gross
- CC. misleading
- DD. both a and c are correct
- EE. unfair
36Consumer decision process model includes the 5 steps. Which one is in the correct order?
- AA. problem recognition, exposure to advertising, search, purchase, evaluation.
- BB. exposure to advertising, search, alternative evaluation, choice, outcomes.
- CC. problem recognition, search, choice, outcomes, alternative evaluation.
- DD. problem recognition, search, alternative evaluation, choice, outcomes.
- EE. exposure to advertising, problem recognition, search, alternative evaluation, choice.
37According to Josh Phipps from the Richards Group, today, more time is spent on websites than on in-phone apps.
- AA. True
- BB. False
38Survey, single source data, and big data customization are all methods for doing which of the following?
- AA. brand research
- BB. media research
- CC. qualitative research
- DD. attitude research
- EE. quantitative research
39Solving the problem of "whats for dinner tonight?" would typically be referred to as ________ involvement decision making.
- AA. high
- BB. medium
- CC. secondary
- DD. extended
- EE. low
40In 2011, the latest James Bond film Skyfall featured Mr. Bond drinking Heineken beer instead of his usual martini. This change was the result of a $45 million product placement strategy.
- AA. True
- BB. False
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- Quiz on Exam 2, created by Elliott Pennebaker on 18/05/2019.
- Author
- Elliott Pennebaker
- Language
- English
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