Principles of Advertising

Positioning can be hard to gauge and cannot be controlled, only persuaded by advertising, because it's about how brands are viewed within a consumer's mind.

True

What age saw the introduction and rise of television advertising?

The Golden Age

What age saw the need for mass production to match mass consumption, increasing competition among brands?

Industrial

The advertising strategy determines targets, markets, and goals, while the marketing strategy refines the target audience and defines the response sought.

False

Word-of-mouth advertising has been reconsidered as a medium with the rise of what?

Social media

Which is NOT one of the four fundamental assumptions of free-market economics?

Small number of buyers and sellers

Which P of marketing does advertising fall under?

Promotion

Who is credited with forming the first ad agency as we know it today?

Francis Ayer

Advertising has struggled with truthfulness and what?

Ethics

Which is NOT a component of advertising discussed in class?

Verbal

What government organization is the major regulator of advertising and promotes a fair, competitive marketplace?

Federal Trade Commission (FTC)

The average person in the U.S. may be exposed to 500–1,000 commercial messages a day.

True

Exaggerated claims that cannot be proven, such as "the best burger in town," are examples of what?

Puffery

What principle states that an economy produces more goods and services than can be consumed?

Abundance

Which medium has the strictest review of advertising?

Television

Which is NOT a course of action for unfair or deceptive advertising?

Constant Degree

What are small pieces of information stored on your computer when you visit certain websites?

Cookies

What are negative or limiting preconceived beliefs about a group that ignore individual differences?

Stereotypes

Primary demand is the demand for only basic needs such as food and shelter.

False

The statement defining a logo as any word, name, symbol, device, or combination used to identify and distinguish goods is false.

False

Local advertising is important because most consumer sales are made locally.

True

Which type of advertising focuses more on the long-term perception of a business?

Institutional

What type of advertising builds a manufacturer's brand image and helps distributors and dealers increase sales?

Cooperative advertising

Which advertisers are more likely to think tactically about price changes or placing a print ad?

Local advertisers

Who are agencies' ethical, financial, and legal obligations to?

Clients, consumers, and the public

What type of agency serves clients in all areas of communication and promotion, from planning to production?

Full-service agency

An account executive needs to be more of a strategist than an advocate.

True

Which is NOT a way agencies make money: media commission, markups, meeting goals, or fees/retainers?

Meeting goals

List two of the four C categories of influences in the client-agency relationship.

Chemistry and communication

Which is NOT a job in the creative department: copywriter, account planner, creative director, or graphic designer?

Account planner

What type of advertising involves buying digital audiences matching desired demographics?

Programmatic advertising

What is a product's ability to satisfy functional needs and symbolic or psychological wants?

Product value

The target market receives all marketing activities, while the target audience is the specific group addressed by the advertising message.

True

Which type of segmentation is determined by age and gender?

Demographic

Which type of segmentation divides consumers based on benefits sought?

Behavioristic

Which type of segmentation uses variables such as values and attitudes?

Psychographic

What is the projection of future consumer demand for a product category based on past demand and other market influences?

Future Demand Trend

Which is NOT a stage of the product life cycle: introduction, growth, peak, or decline?

Peak

The pull strategy focuses marketing and advertising efforts on consumer purchases.

True

Which product life cycle stage is when early adopters first try a product and discover their need for it?

Introduction stage

Great Value at Walmart is an example of a private label.

True

Which distribution strategy makes a product available at every possible location?

Intensive distribution

Which of the four Ps of marketing includes advertising?

Promotion

What part of the communication cycle completes the cycle and verifies that the message was received?

Feedback

What is an example of a channel in the advertising communication process?

A communication medium, such as TV, radio, social media, newspapers, or websites

If friends influence you to switch phone brands, is this interpersonal or nonpersonal influence?

Interpersonal

Which is NOT one of the three personal processes of consumer behavior: perception, satisfaction, learning and persuasion, or motivation?

Satisfaction

Perception refers to information received through the five senses.

True

Which theory says learning is a trial-and-error process: cognitive or conditional theory?

Conditional theory

One reason consumer behavior is habitual is that repurchasing a familiar product feels safe.

True

Targeting people of Italian descent within the United States means targeting a reference group, culture, or subculture?

Subculture

What is an acquired or developed behavior pattern that has become nearly or completely automatic?

Habit

Consumer loyalty is the conscious or unconscious decision to continually repurchase a brand.

True

What is one way to segment a target market from Chapter 4?

Demographic segmentation

Maturity is the product life cycle phase when sales start to decline.

False

What is an isolated geographic area used to introduce and test a product or campaign before a national rollout?

Test Market

Which research type would help evaluate creative concepts for future campaigns?

Post-testing

Creative concept research evaluates audience acceptance of different creative ideas after a campaign has already started.

False

What research technique uses indirect questions to understand underlying or subconscious feelings, attitudes, and interests?

Projective

For a test to be reliable, it must be what?

Repeatable

Which is NOT one of the four common types of survey questions: dichotomous, scale, true/false, or open-ended?

True/False

What kind of research includes focus groups and in-depth interviews?

Qualitative

Attitude tests measure a campaign's effectiveness in creating a favorable image for a company, brand, or product.

True

Advertising research concerns only creative elements and messaging, not media platforms.

False

What technique runs two creative versions simultaneously to see which performs better?

A/B test

What is the factual statement of an organization's current situation and how it got there?

Situation analysis

Positioning refers to how the brand is portrayed in advertising.

True

Which approach starts with one specific tactic and develops an overall strategy from it: top-down or bottom-up marketing?

Bottom-up marketing

What is the effect when the sum of the parts is greater than expected from adding the individual components?

Synergy

Which is NOT a source of a brand message, according to the study guide?

Service

List one part of the advertising pyramid.

Awareness

What does IMC stand for?

Integrated Marketing Communications

Advertising strategy consists of two sub-strategies: creative strategy and media strategy.

True

What does SWOT stand for?

Strengths, weaknesses, opportunities, threats

Survey questions should be written so respondents can interpret them in different ways.

False

What is one type of primary research?

Surveys

Benefit and question are both types of headlines.

True

What is NOT a component of the message strategy?

Positioning

What ad element complements the headline, is slightly smaller, and provides additional information?

Subheading

Which is NOT a role identified by Von Oech for stages of the creative process?

Director

According to the textbook, action and awareness are in both the advertising and creative pyramids.

False

What thinking approach uses intuition and moral codes and embraces change, conflict, and paradox?

Value

The work of the copywriter and art director is always subject to approval.

True

What type of ad promises benefits that will reward consumers?

Transformational

What is the oldest and simplest type of commercial?

Straight announcement

What is NOT part of the creative strategy, according to the study guide?

Headlines