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102 Test Bank for Contemporary Advertising and Integrated Marketing Communication 13th Edition by Arens True - False Questions The ultimate goal of the marketing process is to build customer relationships 1 True 2 False Companies use media advertising, also known as collateral materials, to communicate information about themselves and their brands 1 True 2 False B2B advertising rarely uses consumer mass media and is typically invisible to consumers 1 True 2 False Word-of-mouth qualifies as an advertising medium 1 True 2 False The three receiver dimensions are implied, sponsorial, and actual consumers 1 True 2 False Implied consumers are the people in the real world who comprise the ad's target audience 1 True 2 False The billboard advertising a car dealership is an example of a medium 1 True 2 False A real or an imaginary character, within the text of the ad, who lends some voice or tone to the ad is referred to as persona 1 True 2 False In advertising, the sponsor's ad competing with hundreds of other commercial and noncommercial messages is referred to as noise 1 True 2 False Companies that do not compete on price typically use image advertising to create a particular perception of the company or personality for the brand 1 True 2 False Every business organization typically performs a number of diverse activities that are usually classified as operations, finance/administration, and marketing 1 True 2 False Advertising is a type of marketing communications tool 1 True 2 False A car wash is an example of a good 1 True 2 False The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they shop 1 True 2 False The three specialized types of business advertising are trade, professional, and retail 1 True 2 False Sponsorial consumers are the gatekeepers who decide whether the ad will run or not 1 True 2 False A spokesperson for a brand of golf clubs is part of the message dimension for marketing communications 1 True 2 False The three source dimensions are the sponsor, the narrative, and the author 1 True 2 False The source is the manufacturer of the product 1 True 2 False When Mariel uses a 50-cents-off coupon to purchase spaghetti sauce, she is providing feedback 1 True 2 False Advertising reaches us through a channel of communication referred to as a medium 1 True 2 False A firm's marketing activities are always aimed at a particular segment of the population called the target market 1 True 2 False The only element in the marketing strategy that does not influence the type of advertising to be used is the element of place 1 True 2 False Feedback employs a sender-message-receiver pattern, except that it is directed from the receiver back to the source 1 True 2 False Designing a successful advertising campaign requires a broad understanding of the whole marketing process 1 True 2 False Multiple Choice Questions - Page 1 In the receiver dimension of advertising, _ are the people in the real world who comprise the ad's target audience 1 A personae 2 B actual consumers 3 C sponsorial consumers 4 D implied consumers 5 E creative director In the receiver dimension of advertising, _ are the gatekeepers who decide whether the ad will run or not 1 A persona 2 B advertising agency 3 C sponsorial consumers 4 D implied consumers 5 E authors The text of each advertisement and commercial presumes an audience In terms of the receiver dimension of advertising, this audience is: 1 A persona 2 B actual consumers 3 C sponsorial consumers 4 D implied consumers 5 E creative director Which of the following statements about advertising media is true? 1 A WOM is a type of advertising media 2 B Addressable media and interactive media are synonyms 3 C The Internet is classified as a noninteractive advertising medium 4 5 D An advertising medium is any nonpersonal means used to present an ad to a target market E WOM is a more structured type of media than most other mass media Andy Gee operates a catering business that can prepare barbecue for 2,000 people In a trade journal, Gee learned about a new kind of meat thermometer that was designed to operate in temperatures as high as 290°C Gee used _ to become familiar with this new product 1 A encoded message 2 B public service message 3 C mass communications 4 D WOM 5 E intangible services To the consumers of cosmetics, Halle Berry, who appears as a spokesperson in commercials, is a(n): 1 A encoder 2 B sponsor 3 C media personality 4 D author 5 E persona Advertising reaches us through a channel of communication referred to as a: 1 A feedback 2 B medium 3 C public service message 4 D distribution channel 5 E noise In the _ advertising message, a third-person persona tells a story about another person to an imagined audience 1 A autobiographical 2 B demographic 3 C narrative 4 D biographical 5 E drama Which of the following is an example of a source dimension for an ad for jeans? 1 A The ad's slogan 2 B The product itself 3 C The manufacturer of the jeans 4 D The dramatic message of the ad 5 E Sponsorial consumers Which of the following is the best example of a good? 1 A Math tutoring 2 B A car wash 3 C Greeting cards 4 D An accountant's tax preparation business 5 E A dry cleaner's spot removal certification guarantee Which of the following is NOT an example of an advertising medium? 1 A The Internet 2 B Broadcast television 3 C Newspaper 4 D Word-of-mouth 5 E A NASCAR automobile Internet is an example of _ media 1 A interactive 2 B print 3 C nontraditional 4 D broadcasting 5 E addressable In advertising, the source dimension includes: 1 A the sponsor, the author, and the persona 2 B the headline, the body copy, and the closing 3 C the implied, sponsorial, and actual decoders 4 D autobiography, narrative, and drama values assigned to the message 5 E the biography, the epic and the invective Because advertising is typically directed to groups of people rather than to individuals, advertising is referred to as: 1 A a non-persuasive communication 2 B a network medium 3 C a general medium 4 D non-directed communication 5 E mass communication Which of the following statements about advertising is true? 1 A Advertising is considered individual communication 2 B Advertising is just a business process 3 C Advertising has an identifiable sponsor 4 D Advertising is unstructured communication 5 E Marketing communications are just one type of advertising In terms of the application of the human communication process to advertising, the restaurant owner who read all of the copy in an ad for the international trade show for people in the food and drink industry would be a(n): 1 A encoder 2 B medium 3 C receiver 4 D source 5 E channel In the _ advertising message, "I" tell a story about myself to "you," the imaginary audience eavesdropping on my personal experience 1 A autobiographical 2 B demographical 3 C narrative 4 D biographical 5 E drama In 2005, singer Enrique Iglesias signed a multi-year deal as spokesperson for a new fragrance Iglesias will be part of the _ dimension in ads for the new fragrance 1 A message 2 B channel 3 C decoder 4 D source 5 E receiver When Oren buys a cup of coffee to drink and when Joachim buys a newspaper to read on the train, both are acting as: 1 A buying centers 2 B consumers 3 C reference groups 4 D strategic points of service 5 E opinion leaders As artful imitations of life, advertising uses one or a blend of three literary forms These are: 1 A sponsor, author, persona 2 B implied, actual, and sponsorial 3 C invective, philosophy, and saga 4 D novel, epic and academic journals 5 E narrative, autobiography, and drama In advertising, the receiver dimension includes: 1 A encoders, decoders, and feedback 2 B implied, actual, and sponsorial consumers 3 C brand-loyal, product-loyal, and general consumers 4 D the art director, its personae, and authors 5 E feedback, perception, and behavior Which of the following is the best example of a service? 1 A A 2-year warranty on gym equipment 2 B A how-to book on losing weight 3 C Flowers for Mother's Day 4 D Gift wrapping paper sold as an elementary school fund-raiser 5 E A social worker's PDA that lists all clients by area of need There is an ad for pretzels in a women's magazine In terms of applying the human communication process model to advertising, the magazine serves as a(n): 1 A encoder 2 B medium 3 C receiver 4 D source 5 E channel In terms of the source dimension of advertising, the copy writer and the art director are categorized as: 1 A receivers 2 B authors 3 C implied consumers 4 D sponsors 5 E personae _ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media 1 A Marketing 2 B Sales promotion 3 C Advertising 4 D Personal selling 5 E Collateral materials In the _ advertising message, the characters act out events directly in front of an imagined empathetic audience 1 A autobiographical 2 B demographic 3 C narrative 4 D biographical 5 E drama 52 Free Test Bank for Contemporary Advertising and Integrated Marketing Communications 13th Edition by Arens Multiple Choice Questions - Page 2 Which of the following is the most likely potential target market for a manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in their matches? 1 A People who enjoy Olympic wrestling 2 B Pre-teen males who wish to emulate their favorite wrestlers 3 C People who believe wrestling promotes violence 4 D Parents who are sports enthusiasts 5 E Anyone who has attended a wrestling match What is a role of advertising in marketing? 1 A It includes developing products and pricing them strategically 2 B To inform, persuade, and remind groups of customers about the company's goods and services 3 C To deal directly with customers, face-to-face conveying information, giving demonstrations on high-ticket items such as real estate and furniture 4 5 D To make the product available through the distribution network E To earn a profit for the firm by consummating the exchange of products or services with those customers who need or want them The process of integrating all the messages created by an advertiser's various communication agencies and sent out by various departments within the company to achieve consistency is called: 1 A integrated marketing communications 2 B integrated project management 3 C integrated accountability communications 4 D integrated business administration 5 E integrated employee communications The brochure you receive from the ceiling fan manufacturer, the pamphlet of recipes from the producers of cranberry juice products, and the instructions that came with your new telephone system are all examples of: 1 A sales gimmicks 2 B premiums 3 C sales promotions 4 D bonus goods 5 E collateral material Lee did not see the ad for the aquarium that was in Wednesday's local paper because he was much more interested in an article on classic car collectibles that was right next to the ad for the aquarium In terms of the communication process, the classic car article served as _ for the aquarium 1 A noise 2 B feedback 3 C information overload 4 D a source maze 5 E a reception blocker A growing concern about accountability, the proliferation of new media, and the increasing cost of competition has led corporate management to realize that: 1 A the mass media is the most specialized media 2 B consumers are less sophisticated 3 C tremendous gaps exist between what companies say in their advertising and what they actually do 4 D there is a need to allow multiple forms of marketing communications to work in isolation in order to achieve consistency 5 E there is a high degree of coordination among all the messages created by an advertiser's various communication agencies The ad for sunny Florida beaches is designed to make people want to visit Florida It contains a Web site address and a toll-free number that can be used by people planning a vacation to Florida This type of advertising is an example of: 1 A trade advertising 2 B product advertising 3 C awareness advertising 4 D noncommercial advertising 5 E direct-response advertising The two primary types of target markets are _ markets 1 A domestic and international 2 B internal and external 3 C demographic and psychographic 4 D business and consumer 5 E non-controllable and controllable A restaurant owner, who read all of the copy in an ad for the international trade show for people in the food and drink industry, decided to request a registration form In the context of advertisement, this is referred to as: 1 A acting as a source 2 B providing feedback 3 C creating a persona 4 D using integrated marketing communications 5 E creating a new communication channel The advertising used by high-end car companies creates the perception that the automobile is a luxury product and is intended for the elite Which element of its marketing strategy most likely dictates its use of image advertising? 1 A Production 2 B Promotion 3 C Distribution 4 D Price 5 E Product The thirteen-year-old teenage boy will more than likely ignore the commercial about preventing baldness because he is NOT the part of the advertiser's: 1 A evoked set 2 B consideration set 3 C encoding market 4 D persona dimension 5 E target market An advertisement by a dishwashing liquid that invites you to visit their Web site to learn how the product is being used to help our environment is an example of: 1 A awareness advertising 2 B product advertising 3 C nonproduct advertising 4 D noncommercial advertising 5 E action advertising Of all the business functions, _ is the only function whose primary role is to bring in revenues 1 A finance 2 B research and development 3 C human relations management 4 D marketing 5 E accounting Which of the following activities refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies? 1 A Personal selling 2 B Publicity 3 C Marcom 4 D The communications process 5 E Promotion What type of advertising would an organization devoted to finding cures for catastrophic childhood diseases most likely use to raise donations? 1 A Trade advertising 2 B Product advertising 3 C Nonproduct advertising 4 D Noncommercial advertising 5 E Professional advertising In 2002, a Swedish home electrical appliance manufacturer decided to use the same advertising message wherever it advertised around the world In other words, the company decided to use: 1 A national advertising 2 B international advertising 3 C global advertising 4 D regional advertising 5 E local advertising The advertising targeted at the pet stores to increase the sale of pet food is: 1 A trade advertising 2 B professional advertising 3 C consumer advertising 4 D noncommercial advertising 5 E retail advertising Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost? 1 A Sales promotion advertising 2 B Public relations advertising 3 C Direct-response advertising 4 D Nonproduct advertising 5 E Brand advertising Which of the following aspect of advertising will be determined by the marketing strategy? 1 A Which sales person would demonstrate the product to customers? 2 B What would be the incentive per product sale? 3 C Who should the target consumer be and what media should be used? 4 D How to build the company's image in the eyes of the employees and stakeholders? 5 E What information should be included in product specification sheets? In order to convey the benefits of sponsorship to a potential sponsor, a rodeo show would most likely use _ This enables the marketer to answer the prospect's questions on the spot 1 A personal selling 2 B direct-response advertising 3 C a sales promotion 4 D public relations 5 E nonproduct advertising As of January 2006, a supermarket chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas The store only advertises in those states where it has stores The store would more than likely use _ advertising 1 A international 2 B local 3 C regional 4 D national 5 E global A horse stable operator, who reads an ad for a worming medicine, decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning In the context of the advertisement, this is referred to as: 1 A acting as a source 2 B providing feedback 3 C creating a persona 4 D using bi-lateral marketing communications 5 E creating a new communication channel Which of the following is a major drawback to the use of personal selling? 1 A Its low frequency and reach 2 B Its high per-customer costs 3 C Its inability to convey large amounts of information 4 D Its ineffectiveness as a motivator 5 E Its ineffectiveness to build brand value Which of the following organizations is most likely to use PSA? 1 A Save our world 2 B The Home Depot 3 C Purina dog chow 4 D FedEx 5 E State Farm insurance _ is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations 1 A Management 2 B Advertising 3 C Communications 4 D Logistics 5 E Marketing The type of advertising published in a psychiatry journal aimed at the practitioners is called: 1 A trade advertising 2 B professional advertising 3 C consumer advertising 4 D noncommercial advertising 5 E retail advertising Free Text Questions Write a note on the nonpersonal aspect of advertising Answer Given Advertising is directed to groups of people rather than to individuals It is therefore nonpersonal, or mass, communication These people could be consumers, who buy products like Minis for their personal use Or they might be businesspeople who buy fleets of cars for commercial or government use Why is feedback so important to the advertising communication process? Answer Given Feedback completes the cycle and verifies that the message was received List the three specialized types of business advertising Answer Given The three specialized types of business advertising are trade, professional, and agricultural (farm) advertising List and briefly describe the elements of the human communication process model described in the text Answer Given The various parts of the human communication process model are: (a) source— formulates an idea, (b) encoding—encodes the idea as a message, (c) message —a form of communication that can be understood, (d) channel—the message is sent through a channel to another party, (e) receiver this party receives the message from the source through a channel, (f) decoding—to understand the message the receiver must decode it, (g) feedback—a message that has been sent is now acknowledged and a response is sent back to the source, and (h) noise—can interfere with the message transmission or understanding How does the human communication process relate to the advertising process? Answer Given The source is the sponsor, the message is the ad, the channel is the medium, the receiver is the customer or prospect, and the noise is competing ads List and briefly define the three dimensions of advertising communication identified by Barbara Stern Answer Given (1) The source dimension includes the sponsor, who is legally responsible for the communication, the author, who is typically either a copywriter or an art director, and the persona the person who is the voice in the ads (2) The message dimension includes how the ad uses or blends the autobiographical message, the narrative message, and the drama message (3) The receiver dimension includes the implied consumers, who are addressed by the persona, the sponsorial consumers, who decide if the ad will run or not, and the actual consumers, who are equivalent to the receivers in oral communications What is the difference between consumer and business advertising? Answer Given Usually sponsored by the producer (or manufacturer) of the product or service, these ads are typically directed at consumers, people who buy the product for their own or someone else's personal use Companies use business advertising to reach people who buy or specify goods and services for business use It tends to appear in specialized business publications or professional journals, in direct mail pieces sent to businesses, or in trade shows Since business advertising rarely uses consumer mass media, it is typically invisible to consumers Which marketing communication tool is the most effective at reaching more prospects at lower costs than personal selling? Answer Given Advertising is the marketing communication tool which is the most effective at reaching more prospects at lower costs than personal selling What is the ultimate goal of the marketing process? Answer Given The ultimate goal of the marketing process is to earn a profit by consummating the exchange of goods or services with those customers who need or want them What is the primary role of marketing in a business? Answer Given The primary role of marketing is to bring in revenue What are the two main types of target markets? Answer Given The two main types of target markets are consumers and businesses What is meant by the term 'advertising medium'? Give examples Answer Given An advertising medium is any nonpersonal means used to present an ad to its target audience Examples of advertising mediums include radio advertising, television advertising, newspaper ads, and so on What is the role played by the interactive media in the advertising communication process? Answer Given The interactive media allows consumers to participate in the communication by extracting the information they need, manipulating what they see on their computers or TV screens in real time, and responding in real time Which element of the receiver dimension serves as a communication gatekeeper? Answer Given he element of the receiver dimension which serves as a communication gatekeeper is the sponsorial consumers Why is a word-of-mouth (WOM) advertising not an advertising medium? Answer Given Although WOM is a communication medium, it's not an advertising medium because it is not structured, sponsored, or paid for What is the difference between global advertising and international advertising? Answer Given Global advertising uses messages that are consistent around the world International advertising may contain different messages and even be created in each geographic market What are the three elements of the source dimension of advertising communication? Answer Given The three elements of the source dimension of advertising communication are the sponsor, the author, and the persona What are the objectives of awareness advertising? Answer Given The objectives of awareness advertising are to create an image for a product and to position it competitively with the goal of getting readers or viewers to select the brand the next time they buy Which element of the receiver dimension is equivalent to the receivers in oral communications? Answer Given The element of the receiver dimension that is equivalent to the receivers in oral communications is the actual consumers What kind of advertising would typically be used by nonprofit organizations? Answer Given Nonprofit organizations would typically use noncommercial advertising to seek donations, volunteer support, or changes in consumer behavior Give some examples of collateral materials Answer Given Collateral materials include fliers, brochures, catalogs, posters, sales kits, product specification sheets, instruction booklets, and so on What is meant by noise in the advertising communication process? Answer Given Noise is the situation in which the sponsor's advertisement competes with hundreds of other commercial and noncommercial messages What three literary forms are used in the message dimension of advertising communication? Answer Given The three literary forms used in the message dimension of advertising communication are autobiography, drama, and narrative Define advertising Answer Given Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media Describe how advertising fits into the marketing process Answer Given Advertising helps the organization achieve its marketing goals Marketing functions such as marketing research have an impact on the type of advertising a company employs Companies and organizations use many different types of advertising, depending on their particular marketing strategy The marketing strategy will determine who the targets of advertising are, where the advertising should appear, what media should be used, and what purposes the advertising should accomplish ... for Contemporary Advertising and Integrated Marketing Communications 13th Edition by Arens Multiple Choice Questions - Page Which of the following is the most likely potential target market for. .. advertising communication are autobiography, drama, and narrative Define advertising Answer Given Advertising is the structured and composed nonpersonal communication of information, usually paid for and. .. awareness and credibility for a business firm at relatively low cost? A Sales promotion advertising B Public relations advertising C Direct-response advertising D Nonproduct advertising E Brand advertising