chapter one introduction to advertising. prentice hall, © 20091-2 advertising is: a) an...

Chapter One

Introduction to Advertising

Prentice Hall, © 2009 1-2

Advertising is:

a) An unidentified messageb) A type of marketing

communication, which utilizes a range of tools

c) Conveyed through personal mass media

d) The least effective way to communicate to the consumer

Prentice Hall, © 2009 1-3

Advertising is:

a) An unidentified messageb) A type of marketing

communication, which utilizes a range of tools

c) Conveyed through personal mass media

d) The least effective way to communicate to the consumer

Prentice Hall, © 2009 1-4

In its earliest forms, advertising was intended to:

a) Identify manufacturers and storesb) Inform consumers of new

products and servicesc) Promote and generate sales for

products and servicesd) All of the above

Prentice Hall, © 2009 1-5

In its earliest forms, advertising was intended to:

a) Identify manufacturers and storesb) Inform consumers of new

products and servicesc) Promote and generate sales for

products and servicesd) All of the above

Prentice Hall, © 2009 1-6

The four key components of advertising are:

a) Strategy, consumers, communication, and media creation

b) Creative ideas, creative execution, creative media use, and consumers

c) Advertising strategy, creative idea, creative execution, and media planning and buying

d) Marketing strategy, creative communication, creative execution, and consumer

Prentice Hall, © 2009 1-7

The four key components of advertising are:

a) Strategy, consumers, communication, and creative execution

b) Creative ideas, creative execution, creative media use, and consumers

c) Advertising strategy, creative idea, creative execution, and media planning and buying

d) Advertising strategy, creative communication, creative execution, and consumer

Prentice Hall, © 2009 1-8

In advertising, a product can be services and ideas, as well as goods.

a) True

b) False

Prentice Hall, © 2009 1-9

In advertising, a product can be services and ideas, as well as goods.

a) True

b) False

Prentice Hall, © 2009 1-10

Marketing is:

a) The process a business uses to predict consumer needs and wants by providing goods and services

b) A mix of four important elements: product, price, place/distribution, and promotion

c) The development of a brand, indistinguishable from the competition

d) The last step in developing advertising

Prentice Hall, © 2009 1-11

Marketing is:

a) The process a business uses to predict consumer needs and wants by providing goods and services

b) A mix of four important elements: product, price, place/distribution, and promotion

c) The development of a brand, indistinguishable from the competition

d) The last step in developing advertising

Prentice Hall, © 2009 1-12

In its economic role, advertising does all of the following except:

a) Mirrors fashion and design trendsb) Creates a demand for a productc) Helps consumer assess value of a

productd) Decreases the likelihood a

consumer will switch to an alternative (competitive product)

Prentice Hall, © 2009 1-13

In its economic role, advertising does all of the following except:

a) Mirrors fashion and design trendsb) Creates a demand for a productc) Helps consumer assess value of a

productd) Decreases the likelihood a

consumer will switch to an alternative (competitive product)

Prentice Hall, © 2009 1-14

In its societal role, does advertising help shape an image of ourselves?

a) Yes

b) No

Prentice Hall, © 2009 1-15

In its societal role, does advertising help shape an image of ourselves?

a) Yes

b) No

Prentice Hall, © 2009 1-16

The soft-sell technique of advertising assumes that:

a) Consumers have emotions related to their product choice

b) Consumers make decisions based on the image of the brand

c) Consumers cannot be persuaded to buy based on symbolic representation

d) Consumers seek clear, distinctive differences in product benefits

Prentice Hall, © 2009 1-17

The soft-sell technique of advertising assumes that:

a) Consumers have emotions related to their product choice

b) Consumers make decisions based on the image of the brand

c) Consumers cannot be persuaded to buy based on symbolic representation

d) Consumers seek clear, distinctive differences in product benefits

Prentice Hall, © 2009 1-18

The key players in the practice of advertising are:

a) The advertiser, the agency, the government, and the audience

b) The advertiser, the agency, the media, and the supplier

c) The advertiser, the agency, the media, and the television networks

d) The advertiser, the agency, the media, the supplier, and the target audience

Prentice Hall, © 2009 1-19

The key players in the practice of advertising are:

a) The advertiser, the agency, the government, and the audience

b) The advertiser, the agency, the media, and the supplier

c) The advertiser, the agency, the media, and the television networks

d) The advertiser, the agency, the media, the supplier, and the target audience

Prentice Hall, © 2009 1-20

The emergence of consumer society enabled advertisers to charge a premium for their goods.

a) True

b) False

Prentice Hall, © 2009 1-21

The emergence of consumer society enabled advertisers to charge a premium for their goods.

a) True

b) False

Prentice Hall, © 2009 1-22

Does social responsibility mean that advertisers must sometimes completely stop producing a good or service?

a) Yesb) No

Prentice Hall, © 2009 1-23

Does social responsibility mean that advertisers must sometimes stop producing a good or service?

a) Yesb) No

Prentice Hall, © 2009 1-24

The “new” advertising means everything but:

a) The “new” advertising is consistent with older forms of mass advertising

b) Electronic media are changing the media landscape

c) Communication is now more interactive and personalized

d) Traditional media revenue is decreasing

Prentice Hall, © 2009 1-25

The “new” advertising means everything but:

a) The “new” advertising is consistent with older forms of mass advertising

b) Electronic media are changing the media landscape

c) Communication is now more interactive and personalized

d) Traditional media revenue is decreasing

Prentice Hall, © 2009 1-26

Interactivity in advertising suggests that one-way communication may no longer work well.

a) True

b) False

Prentice Hall, © 2009 1-27

Interactivity in advertising suggests that one-way communication may no longer work well.

a) True

b) False

Prentice Hall, © 2009 1-28

Integrated Marketing Communication means that:

a) All elements of marketing must work together

b) Each element can create its own unique brand message

c) Stakeholders must be carefully considered in branding decisions

d) Both a and c

Prentice Hall, © 2009 1-29

Integrated Marketing Communication means that:

a) All elements of marketing must work together

b) Each element can create its own unique brand message

c) Stakeholders must be carefully considered in branding decisions

d) Both a and c

Prentice Hall, © 2009 1-30

If an audience responds to an ad differently than the advertiser intended, was the ad effective?

a) Yes

b) No

Prentice Hall, © 2009 1-31

If an audience responds to an ad differently than the advertiser intended, was the ad effective?

a) Yes

b) No

Prentice Hall, © 2009 1-32

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