Members of trade channels include:
not-for-profit businesses
retailers
household consumers
government officials
retailers
_______is the process of creating a perceived distinction between an organization’s brand and a competitor’s brand.
Differentiation
Market analysis
Co-op advertising
Market segmentation
Differentiation
In today’s world, what three elements do marketers want to build and maintain through their promotional and advertising efforts?
Awareness, identity, and preference
Attention, curiosity, and response
Demand, value, and interaction
Information, message, and communication
Awareness, identity, and preference
When national companies and local merchants share advertising expenses, they are taking part in_____.
brand extensions
international advertising
cooperative advertising
trade channeling
cooperative advertising
Which of the following is true of integrated brand promotion (IBP)?
it is a simple process
it uses promotional tools that do not need to be evaluated
it prevents the exposure of a brand
it creates synergy by having a consistent image or message
it creates synergy by having a consistent image or message
Which of the following is true regarding advertising?
Advertising is external to the social interaction process
Advertising is solely responsible for the increase of product sales
Advertising must consider audience categories, such as household consumers or members of business organizations, for its IBP communications
Advertising is a simple communication process
Advertising must consider audience categories, such as household consumers or members of business organizations, for its IBP communications
Public service announcements (PSAs):
are a type of advertising that are run by nonprofit organizations
are commercial the way that ads are
attempt only to persuade and not to inform
are not necessarily “paid media” like advertisements are
are not necessarily “paid media” like advertisements are
There is a production source, a message, encoding, and decoding in a model of ____.
mass-mediated communication
cooperative advertising
a focus group
a sponsorship
mass-mediated communication
Firms are developing opportunities in ___ through communication via devices like smart phones, tablets, and wearables.
broadcast media
mobile marketing, digital marketing, and social media marketing
personal selling
print media
mobile marketing, digital marketing, and social media marketing
Integrated brand promotion (IBP) is:
the collaboration of two or more brands within a single advertisement with the intent of sharing costs
the coordination of a number of promotional tools to create widespread brand exposure
a company’s decision to focus on a wide range of traditional advertising forms to replace nontraditional forms
a unique concept seen mainly in local advertising campaigns
the coordination of a number of promotional tools to create widespread brand exposure
Which of the following is one of the four areas of responsibility in the marketing mix?
Privacy
Permissions
People
Promotions
Promotions
____attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand.
Co-op advertising
Direct response advertising
Sales promotion
Delayed response advertising
Delayed response advertising
The mixing of various promotional tools with a branding perspective is known as _____.
integrated brand promotion
a marketing mix
cooperative advertising
market segmentation
integrated brand promotion
____ is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company.
Advocacy advertising
Corporate advertising
Brand advertising
Institutional advertising
Brand advertising
Effective internal positioning is accomplished by:
distributing products to a market that is wider than those of one’s competitors
using advertising to compare a product’s distinctions form those of one’s rival firms
developing brand features and values that are distinctive from the competition
developing vastly different products within the firm’s product line
developing vastly different products within the firm’s product line
Two components of the mass-mediated communication model are:
primary demand and selective demand
advertiser and consumer.
internal position and external position.
production and reception.
production and reception.
Which of the following is considered as a member of a trade channel?
Wholesalers
Household consumers
Government employees
Philanthropic groups
Wholesalers (retailers, distributors)
A compensation system that adds a percentage amount to a variety of services the agency purchases from outside suppliers is known as a ____.
markup charge
fee system
pay-for-results compensation
commission system
markup charge
___are specialists that design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers.
Creative boutiques
Sales promotion agencies
Database agencies
Fulfillment centers
Sales promotion agencies
Which of the following best describes digital agencies?
They focus on ways to use digital solutions for direct marketing and target market communications and social media
They implement direct response campaigns using all forms of media
They design direct marketing campaigns that mainly use emails and telemarketing
They specialize in buying media time and space and offer media strategies to advertisement agencies
They focus on ways to use digital solutions for direct marketing and target market communications and social media
___help firms in creating the visual impression of its advertising material.
Sales promotion agencies
Fulfillment centers
Designers
Bloggers
Designers
____is used by organizations to get consumers committed to brands in a way that passive advertising cannot.
Co-op advertising
Phishing
Crowdsourcing
Broadcasting
Crowdsourcing
Which of the following services occur within an ad agency?
Administrative services
Creative services
Account services
Production services
Production services
Which of the following services of an advertising agency involves expressing the benefits of a company’s brand in interesting and memorable ways?
Creative services
Billing services
Administrative services
Media buying services
Creative services
Websites frequented by individuals with common interests where they can post facts, opinions, and personal experiences are known as ___.
paywalls
blogs
infomercials
creative boutiques
blogs
____is a high-speed technology that allows consumers to customize their programming and target very specific audiences.
Transit
Crowdsourcing
Broadband
Cable
Broadband
The___ services department of an advertising agency typically includes the company’s art directors, illustrators, and copywriters.
creative
media buying
marketing
administrative
creative
A(n)___ coordinates the research effort of an advertisement agency.
graphic designer
media specialist
account planner
fulfillment center
account planner
Which of the following best describes a media conglomerate?
It is a firm that operates multiple media combinations
It is a firm that is a specialist in one particular form of media
It is a firm that specializes solely in buying media time and space
It is a firm that uses print media instead of broadcast media
It is a firm that operates multiple media combinations
The graphic mark that identifies a company is known as a(n)___.
patent
blog
logo
slogan
logo
Advertisers and their agencies rely primarily on external facilitators for:
consumer research
media buying
assessing the effectiveness of promotional programs
production processes
production processes
A ____ is a general description for all organization in the marketing channel of distribution that buy products to make them available to customers.
sponsor
media buyer
media specialist
trade reseller
trade reseller
A(n) ___ is often known as the advertising department in a firm.
creative boutique
full-service agency
interactive agency
in-house agency
in-house agency
____are experts in finding locations, securing dates, and putting together a team of people to pull off a promotional activity.
Event- planning agencies
Creative boutiques
Fulfillment centers
Direct marketing agencies
Event-planning agencies
In which of the following areas is the federal government’s spending on advertising and promotion concentrated?
The internal revenue service
Political campaigns
Armed forces recruitment
Trade and commerce
Armed forces recruitment
Advertisers are also known as ____ by their advertising and promotion agency partners.
consultants
facilitators
sponsors
clients
clients
_____ provide the physical facilities, including sets, stage equipment, and crews needed for broadcasting.
Production houses
Creative boutiques
Fulfillment centers
Interactive agencies
Production houses
____is an advertising technique whereby a manufacturer and wholesaler share the expense of advertising.
Differentiation
Subliminal advertising
Market segmentation
Vertical cooperative advertising
Vertical cooperative advertising
___are moral standards and principles against which behavior is judged.
Ethics
Appropriations
Sects
Dailies
Ethics
What concept is involved when a statement that occurs in print is untrue and damages the reputation of a person, based on words found in magazine, newspaper, direct mail, or Internet reports?
Libel
Slander
Larceny
Appropriation
Libel
Marketers have to be particularly cautious about using___ without legal protection, as fraud abounds.
coupons
billboards
premiums
trade allowances
coupons
The __ is dedicated to one dedicated idea—“unleashing the world-changing power of consumers.”
Consumer Finance Protection Agency
Consumer Federation of America
Consumers Union
Consumer Review Unit
Consumers Union
The ___ outlines the responsibilities and social impact of advertising and promotes high ethical standards of honestly and decency.
Advertising Substantiation Program
American Association of Advertising Agencies’ Creative Code
Federal Communications Commission
Code Authority of the NAB
American Association of Advertising Agencies’ Creative Code
The ____ of the FTC was initiated in 1971 with the intention of ensuring that advertisers make supporting evidence for claims available to consumers.
Wheeler-Lea Amendment
advertising substantiation program
Robinson-Patman Act
Federal Communication Commission
advertising substantiation program
Despite being registered under the Do Not Call Registry, a person can receive calls from:
businesses they’ve contacted in the last six months
charities, political groups, market research firms, and companies you do business with
companies that have delivered something to the person in the last 24 months
co-operatives and insurance firms
charities, political groups, market research firms, and companies you do business with
Which of the following best describes primary demand?
It is the demand for an entire range of various products
It is the demand for a specific brand
It is the demand for a specific product
It is the demand for an entire product category
It is the demand for an entire product category
Which nonprofit consumer organization was established in 1936 and is known for its publication of Consumer Reports?
Consumer Federation of America
Consumers Union
Consumer Alert
Commercial Alert
Consumers Union
According to Maslow’s hierarchy of needs theory, which of the following is the highest order of all human needs?
Esteem needs
Physiological needs
Safety needs
Self-actualization needs
Self-actualization needs
____ refers to unsolicited commercial messages, usually sent through e-mail.
Behavioral targeting
Spam
Premiums
Infomercials
Spam
The ____ gives broad oversight over consumer products such as credit cards, money transfers, and payday loans.
Monetary Exchange Regulatory Board
Federal Communications Commission
Consumer Finance Protection Agency
National Consumer Fiscal Agency
Consumer Finance Protection Agency
____ is an insidious version of spam where Web users are enticed into entering personal information on a fake website that is forged to look like it is from a bank, the IRS, or other organizations.
Click-Fraud
Appropriation
Geofencing
Phishing
Phishing
Stephen Fox, a history and social observer, concludes that the history of American advertisement has been:
genuine and trustworthy
simple and smart
irrelevant and incoherent
money-mad and hedonistic
money-mad and hedonistic
____ was established by the Better Business Bureau to evaluate ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as emphasis on positive social traits such as friendship and kindness.
The Family Research Council
The Children’s Food and Beverage Advertising Initiative
The Children’s Advertising Review Unit
The Children’s Television Act
The Children’s Advertising Review Unit
Although the courts and the FTC have been quite specific about defining many other practices, the definition of ____ has always been relatively vague.
unfair advertising
copyright infringement in advertising
false labelling and packaging
phishing in online advertising
unfair advertising
The Fair Packaging and Labeling Act regulating advertising focuses on:
a way for consumers to compare the cost of household commodities and to prevent deceptive packaging
regulation of direct mail advertising and prohibiting lotteries
preventing obscenity, fraud, and the ability to deny or revoke licenses
direct mail
a way for consumers to compare the cost of household commodities and to prevent deceptive packaging
Which of the following best describes stealth sponsorship?
it is when corporations pay journalists to give negative opinions about their competitors in their editorials
it is when corporations embed hidden messages in social media advertisements to unconsciously stimulate people to want something
it is when journalists are paid by corporations to receive favorable treatment in their editorials
it is when corporations partner with ancillary firms that they deal with to receive monetary favors from them
it is when journalists are paid by corporations to receive favorable treatment in their editorials
_____ is the use of pictures or images owned by someone else without permission.
defamation
spamming
phishing
appropriation
appropriation
The cost of products is lowered:
when there are high success rates of a product
by lowering the economies of scale of a product
when there is a high inelasticity of demand for a product
when there are little or no competitors with a similar product
by lowering the economies of scale of a product
According to Maslow’s hierarchy of needs structure, ads for food or health care products can be thought of as promotions for products that address:
physiological needs
love and belonging needs
self-actualizing needs
esteem needs
physiological needs
What was one of the government’s earliest restrictions that targeted specific techniques and polices being used in programming and advertising designed for children?
The Children’s Food and Beverage Advertising Initiative
The Nutrition Labeling and Education Act
The “Cheeseburger Bill”
The Children’s Television Act
The Children’s Television Act
The Cheeseburger Bill passed by the U.S. House of Representatives:
restricts advertisements featuring high calorie and high fat foods during children’s programming
prevents falsifying nutrition information for fast foods
bars the promotion of toys to children that tie in with fast foods, sugary drinks, and salty snacks
blocks people from suing food companies for their obesity
blocks people from suing food companies for their obesity
A person is most likely to have a high degree of involvement while buying:
laundry detergent
a notepad
paper towels
a car
a car
____ memory is the kind of memory through which names, words, and concepts are retrieved from people’s minds.
Iconic
Episodic
Emotional
Semantic
Semantic
The idea of involvement in the context of consumer decision-making refers to how:
a person will use a product or service
much importance accompanies the choice of a product
an individual’s past experience with a product makes the person more aware about it
the consumer first heard about a product or brand
much importance accompanies the choice of a product
Which of the following serves as a solution to a simple consumption problem and occurs in settings where a decision isn’t involving?
Extended problem solving
Habit
Conversion
Brand loyalty
Habit
Two bases in consumer behavior are ___.
psychological and social
formal and informal
predictable and non-predictable
accounting and real estate
psychological and social
The set of brands that comes to mind when a category is mentioned is referred to as _____.
an external search
conversion
cognitive dissonance
an evoked set
an evoked set
A person’s standing in American society is often based on social stratification, which reflects the systematic inequalities within that society regarding:
caste and gender
cultural engagement and emotional intelligence
wealth, power, education, and status
religious beliefs, morals, and values
wealth, power, education, and status
Which of the following is stratification based on?
Political beliefs
Emotional intelligence
Religious beliefs
Income
Income
_____ refers to when consumers change information in a positive way to favor a particular brand with which they have an emotional connection.
A need state
Cognitive dissonance
Predecisional distortion
Stratification
Predecisional distortion
In the world of advertising, culture is seen as:
people’s rules and regulations
the total way of life of a people
a sense of morality in society
the spiritual beliefs of people
the total way of life of a people
____ are groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service.
Brand ambassadors
Trend setters
Trade channels
Brand communities
Brand communities
The concept of cognitive dissonance is more commonly referred to as:
advertising clutter
buyer’s remorse
variety seeking
a need state
buyer’s remorse
Need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:
creation of brands
integrated brand promotion process
consumer decision-making process
cultural branding method
consumer decision-making process
Maria decides to make herself her morning cup of juice. However, she realizes that she’s run out, which leaves her feeling discontent and wanting juice. This example relates with ____.
a need state
cognitive dissonance
an evoked set
stratification
a need state
A(n) ___ arises when a consumer’s desired state of affairs is different from one’s actual state of affairs.
evoked state
need state
consideration set
top-of-mind awareness
need state
___ can tap into information that has accumulated in one’s memory as a result of repeated advertising exposure.
Involvement
Stratification
An internal search
A life-stage variable
An internal search
Which of the following modes of consumer decision-making involves low involvement and low experience?
Limited problem solving
habit or variety seeking
Extended problem solving
Brand loyalty
Limited problem solving
Once consumers decide that they need something, what is the first step they take as they begin to think about a product purchase?
Use an external search process
Conduct an internal search for information
Use an alternative evaluation process
Determine the degree of cognitive dissonance
Conduct an internal search for information
Which of the following is a difference between brand loyalty and a habit?
Habit involves low involvement, whereas brand loyalty involves high involvement
Brand loyalty is not based on emotional connections, whereas habit is based on emotional connections
Brand loyalty can be easily disrupted with skillful advertisement, whereas habit cannot be disrupted with advertisements
Unlike brand loyalty, habit is based a conscious commitment to find the brand each time the consumer purchases from the category
Habit involves low involvement, whereas brand loyalty involves high involvement
A _____ is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences over time.
brand extension
brand orientation
brand initial
brand platform
brand platform
____ is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers’ activities, interests, and opinions.
Demographics
Geodemographics
Psychographics
Micrographics
Psychographics
The top of the strategic planning triangle is ____, as it relates to customers.
specification of the brand’s history
identification and specification of the target segment
identification of the various headlines that may be deployed as part of the campaigns
specification of ideas
identification and specification of the target segment
A major criterion to consider during segment selection is the _____, or the companies that are vying for that segment’s business.
ad clutter
business market
competitive field
niche market
competitive field
What does “T” stand for in the term STP marketing?
Tangible
Technology
Target
Territory
Target
A characteristic that ____ share is that their brand preferences are still under development.
variety seekers
brand-freaks
heavy users
emergent consumers
emergent consumers
In STP marketing, the term____ refers to an attempt to give a brand a certain meaning relative to its competitors.
segmentation
redistribution
positioning
targeting
positioning
(Scenario 6-1) According to the information provided here, Gillette has identified market segments along lines.
benefit
demographic
geographic
usage pattern
demographic
Which system has identified many market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?
Thorson and Moore’s model
PRIZM
SIC Codes
VALS
PRIZM
What does the acronym STP mean?
Sales, Target, Product
Sell To People
Segmenting, Targeting, Positioning
Sell The Product
Segmenting, Targeting, Positioning
What is niche marketing?
A relatively small group of consumers within a segment that has a distinctive set of needs or seeks very specific benefits
A large group of heavy users who are loyal to a brand because it provides value at a relatively low price
A market segment that is served by many firms and is characterized by high levels of competition
A market segment that is characterized by high sales volumes and low prices
A relatively small group of consumers within a segment that has a distinctive set of needs or seeks very specific benefits
Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation. This is the basis of ____ segmentation.
psychographic
commitment-level-based
geographic
demographic
geographic
Effective positioning strategies should be linked to the ____ offered by the brand.
history
substantive benefits
sale
drama
substantive benefits
(Scenario 63) The information provided says that Keds was trying to “turn around a long-term slide” in its shoe business, and that “for years, it has depended on its image as the women’s no-frills summer shoe.” Obviously, things had changed and what Keds needed was a change in its once-successful strategy and identity to meet new market conditions. This change in strategy is called:
internal consistency
self-expressive marketing
repositioning
business-to-business marketing
repostitioning
Scenario 6-5
Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket. As a result, the school’s administrators decided to institute a “priority seating” plan in which fans would be given access to advance tickets based on the following schedule:
”Lanemaster Club” $10,000 annual donation to the bowling program guaranteed free box seats to any match (100 seats total)
“Strike Club” $1,000 annual donation to the bowling program guaranteed free bleacher seats to any match (100 seats total)
“Kingpin Club” participates in local recreation bowling leagues guaranteed bleacher seats for $10.00 to any match (100 seats total)
“Alleycat Club” students who have maintained a 3.9 GPA or better guaranteed bleacher seats for $1.00 to any match (100 seats total)
Based on the planned schedule described here, students who have maintained a 3.9 GPA would be described as one of the bowling team’s:
nonuser groups
positioning strategies
target segments
diverse markets
target segments
Location is most related to ____ segmentation.
geographic
psychographic
competitive
demographic
geographic
(Scenario 6-4) A small group of customers have mentioned that they would like to browse through several varieties of cactus, so the Garretts have decided to devote a small corner exclusively to rare cacti. These customers constitute an example of:
market niche
psychographic segmentation
geographic segmentation
demographic segmentation
market niche
For most products and services, some users will purchase much more, and more frequently, than others. These consumers are called _____.
lead users
switchers
emergent consumers
variety seekers
lead users
(Scenario 6-5)
A group of about 30 students who are roommates and friends of the team members—many are casual bowlers themselves—have attended every match for nearly three years. These students would best be described as:
competitive users
emergent consumers
heavy users
variety seekers.
heavy users