Transcript Moriarty_8e_CRS_01

Chapter One
Introduction to Advertising
Advertising is:
a)
b)
c)
d)
An unidentified message
A type of marketing communication,
which utilizes a range of tools
Conveyed through personal mass
media
The least effective way to
communicate to the consumer
Prentice Hall, © 2009
1-2
Advertising is:
a)
b)
c)
d)
An unidentified message
A type of marketing communication,
which utilizes a range of tools
Conveyed through personal mass
media
The least effective way to
communicate to the consumer
Prentice Hall, © 2009
1-3
In its earliest forms,
advertising was intended to:
a)
b)
c)
d)
Identify manufacturers and stores
Inform consumers of new products
and services
Promote and generate sales for
products and services
All of the above
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1-4
In its earliest forms,
advertising was intended to:
a)
b)
c)
d)
Identify manufacturers and stores
Inform consumers of new products
and services
Promote and generate sales for
products and services
All of the above
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1-5
The four key components
of advertising are:
a)
b)
c)
d)
Strategy, consumers, communication, and
media creation
Creative ideas, creative execution, creative
media use, and consumers
Advertising strategy, creative idea, creative
execution, and media planning and buying
Marketing strategy, creative communication,
creative execution, and consumer
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The four key components
of advertising are:
a)
b)
c)
d)
Strategy, consumers, communication, and
creative execution
Creative ideas, creative execution, creative
media use, and consumers
Advertising strategy, creative idea, creative
execution, and media planning and buying
Advertising strategy, creative
communication, creative execution, and
consumer
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1-7
In advertising, a product can be
services and ideas, as well as goods.
a)
True
b)
False
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1-8
In advertising, a product can be
services and ideas, as well as goods.
a)
True
b)
False
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1-9
Marketing is:
a)
b)
c)
d)
The process a business uses to predict
consumer needs and wants by providing
goods and services
A mix of four important elements: product,
price, place/distribution, and promotion
The development of a brand,
indistinguishable from the competition
The last step in developing advertising
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1-10
Marketing is:
a)
b)
c)
d)
The process a business uses to predict
consumer needs and wants by providing
goods and services
A mix of four important elements: product,
price, place/distribution, and promotion
The development of a brand,
indistinguishable from the competition
The last step in developing advertising
Prentice Hall, © 2009
1-11
In its economic role, advertising
does all of the following except:
a)
b)
c)
d)
Mirrors fashion and design trends
Creates a demand for a product
Helps consumer assess value of a
product
Decreases the likelihood a consumer
will switch to an alternative
(competitive product)
Prentice Hall, © 2009
1-12
In its economic role, advertising
does all of the following except:
a)
b)
c)
d)
Mirrors fashion and design trends
Creates a demand for a product
Helps consumer assess value of a
product
Decreases the likelihood a consumer
will switch to an alternative
(competitive product)
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1-13
In its societal role, does advertising
help shape an image of ourselves?
a)
Yes
b)
No
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1-14
In its societal role, does advertising
help shape an image of ourselves?
a)
Yes
b)
No
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1-15
The soft-sell technique
of advertising assumes that:
a)
b)
c)
d)
Consumers have emotions related to
their product choice
Consumers make decisions based on
the image of the brand
Consumers cannot be persuaded to
buy based on symbolic representation
Consumers seek clear, distinctive
differences in product benefits
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1-16
The soft-sell technique
of advertising assumes that:
a)
b)
c)
d)
Consumers have emotions related to
their product choice
Consumers make decisions based on
the image of the brand
Consumers cannot be persuaded to
buy based on symbolic representation
Consumers seek clear, distinctive
differences in product benefits
Prentice Hall, © 2009
1-17
The key players in the
practice of advertising are:
a)
b)
c)
d)
The advertiser, the agency, the
government, and the audience
The advertiser, the agency, the media,
and the supplier
The advertiser, the agency, the media,
and the television networks
The advertiser, the agency, the media,
the supplier, and the target audience
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1-18
The key players in the
practice of advertising are:
a)
b)
c)
d)
The advertiser, the agency, the
government, and the audience
The advertiser, the agency, the media,
and the supplier
The advertiser, the agency, the media,
and the television networks
The advertiser, the agency, the media,
the supplier, and the target audience
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1-19
The emergence of consumer society
enabled advertisers to charge a
premium for their goods.
a)
True
b)
False
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1-20
The emergence of consumer society
enabled advertisers to charge a
premium for their goods.
a)
True
b)
False
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1-21
Does social responsibility mean that
advertisers must sometimes completely
stop producing a good or service?
a)
b)
Yes
No
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1-22
Does social responsibility mean that
advertisers must sometimes stop
producing a good or service?
a)
b)
Yes
No
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1-23
The “new” advertising means
everything but:
a)
b)
c)
d)
The “new” advertising is consistent
with older forms of mass advertising
Electronic media are changing the
media landscape
Communication is now more
interactive and personalized
Traditional media revenue is
decreasing
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1-24
The “new” advertising
means everything but:
a)
b)
c)
d)
The “new” advertising is consistent
with older forms of mass advertising
Electronic media are changing the
media landscape
Communication is now more
interactive and personalized
Traditional media revenue is
decreasing
Prentice Hall, © 2009
1-25
Interactivity in advertising suggests
that one-way communication may no
longer work well.
a)
True
b)
False
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1-26
Interactivity in advertising suggests
that one-way communication may no
longer work well.
a)
True
b)
False
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Integrated Marketing Communication
means that:
a)
b)
c)
d)
All elements of marketing must work
together
Each element can create its own
unique brand message
Stakeholders must be carefully
considered in branding decisions
Both a and c
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Integrated Marketing Communication
means that:
a)
b)
c)
d)
All elements of marketing must work
together
Each element can create its own
unique brand message
Stakeholders must be carefully
considered in branding decisions
Both a and c
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1-29
If an audience responds to an ad
differently than the advertiser
intended, was the ad effective?
a)
Yes
b)
No
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1-30
If an audience responds to an ad
differently than the advertiser
intended, was the ad effective?
a)
Yes
b)
No
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