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Hoffman First Test 2011
Advert 380 Washington State
100
Advertising
Undergraduate 3
09/19/2011

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Cards

Term
Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass media
Definition
C
Term
Advertising is usually paid for by the ________.
Definition
Advertiser
Term
Catalogs and flyers sent to the office or home are examples of which type of promotional tool?
Definition
Direct-response
Term
Which of the following is considered a societal role of advertising?
A) creates a more rational economy
B) reaches a mass audience
C) serves an educational function
D) makes consumers focus on nonprice benefits
E) all of the above
Definition
E
Term
________ advertising is the most visible type of advertising; it focuses on the development of a long-term brand identity or image.
Definition
Brand
Term
________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.
Definition
Direct-Response
Term
________ is the logic and planning behind an advertisement that gives it direction and focus.
Definition
Strategy
Term
The agency person in charge of an advertiser's business is the ________
Definition
account manager
Term
Big companies may have hundreds of agencies working for them, but they normally have a(n) ________, which does most of their advertising business and may even manage the other agencies.
Definition
agency-of-record (AOR)
Term
In an advertising agency, who is usually responsible for interpreting the client's marketing research and strategy for the rest of the agency?
Definition
Account Executive
Term
________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.
Definition
Integrated Marketing Communication
Term
An advertisement that uses puffery makes an exaggerated promise about the advertised product. True or False?
Definition
True
Term
The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea. True or False?
Definition
False
Term
Integrated marketing communication (IMC) means that ads can now be customized to individual consumers. True or False?
Definition
False
Term
Synergistic marketing communication (SMC) is the practice of ensuring that all brand messages present the same basic brand strategy. True or False?
Definition
False
Term
Which of the following refers to the way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted?
Definition
Marketing
Term
The goal of marketing is to match a product's availability to ________.
Definition
To the consumer’s need, desire, or demand for the product.
Term
What term is used to mean a place or a particular type of buyer?
Definition
Market
Term
Most advertising dollars are spent in ________ markets.
Definition
consumer
Term
What is the first step in the marketing process?
Definition
Research the consumer market and and the competitive market place and develop a situation analysis or a SWOT analysis (Strengths, weaknesses, opportunities, threats)
Term
Which marketing communication tool uses face-to-face contact between the marketer and a prospective customer?
Definition
Personal Sales
Term
A(n) ________ is a perception, often imbued with emotion, which results from experiences with and information about a company or a line of products.
Definition
Brand
Term
Store brands are also referred to as ________
Definition
House brands or private labels
Term
________ refers to how consumers see a brand relative to the other brands in the product category.
Definition
Brand position
Term
Brand value comes in two forms: the value to the ________ and the value to the ________.
A) consumer; competitor
B) consumer; corporation
C) competitor; channel
D) corporation; competitor
E) shareholder; stakeholder
Definition
B
Term
The goal in marketing is to sell as many products as possible. True or False?
Definition
False
Term
When marketing strategists speak of markets, they generally refer to a particular type of buyer. True or False?
Definition
True
Term
Implementation of IMC is most successful through the use of cross-functional organization. True or False?
Definition
True
Term
Marketers who calculate ROI do not need to use other tools or techniques to evaluate the efficiency and effectiveness of their marketing communications. True or False?
Definition
False
Term
________ results when an external message drives people to feel a need or want to buy a product.
Definition
Demand creation
Term
The question of whether advertising creates social values rather than merely reflecting them is known as ________
Definition
Social responsibility
Term
________ is advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts.
Definition
Puffery
Term
Under U.S. law, businesses can seek damages from an advertiser who misrepresents the nature, characteristics, qualities, or geographic origin of a product in ________
Definition
Comparative Advertising
Term
The American Association of Advertising Agencies' Creative Code says that advertising agencies will not create advertising that has any of the following EXCEPT which one?
false or misleading statements
B) puffs
C) price claims that are misleading
D) testimonials that do not reflect the real opinion of the individual involved
E) statements offensive to public decency
Definition
B
Term
Many professions write a code of ________ to help guide practitioners toward ethical behavior.
Definition
Code of Ethics
Term
In the TARES Test of Ethical Advertising, TARES stands for ________
Definition
Truthfulness, Authenticity, Respect, Equity, Social Responsibility
Term
The ________ prohibits unfair and deceptive acts and practices regardless of whether competition is injured.
A) Lanham Act
B) Wheeler-Lea Amendment
C) National Advertising Review Council
D) Pure Food and Drug Act
E) Magnuson-Moss Act
Definition
B
Term
A brand, a corporate or store name, or a distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers is called a ________.
Definition
Trademark
Term
Which of the following is NOT an FTC course of action for deception and unfair advertising?
A) consent decrees
B) cease-and-desist orders
C) incarceration
D) corrective advertising
E) consumer redress
Definition
C
Term
Customs can be even stronger than laws. True or False?
Definition
True
Term
Obviously exaggerated "puffing" claims are illegal. True or False?
Definition
False
Term
Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute. True or False?
Definition
False
Term
The Federal Trade Commission (FTC) is the primary agency governing the advertising industry. True or False?
Definition
True
Term
Advertisers must comply with a consent decree. True or False?
Definition
False
Term
The basic communication model begins with ________
Definition
The Source/Sender
Term
When a message is interpreted by the receiver, it means it has been ________
Definition
Decoded
Term
________ is the multitude of messages all competing to get consumers' attention
Definition
Clutter
Term
Using ________ marketing, advertisers ask consumers if it is okay to contact them
Definition
Permission marketing
Term
According to your text, good marketing communication is effective when it generates the advertiser's desired ________
Definition
Response
Term
According to the Facets model, which of the following is NOT considered a consumer response?
A) perception
B) cognition
C) emotion
D) association
E) communication
Definition
E
Term
________ means people remember seeing the ad, and ________ means they remember what the ad said.
A) Recall; recognition
B) Recognition; recall
C) Aided recognition; unaided recognition
D) Relevance; awareness
E) Awareness; relevance
Definition
B
Term
Ads that rely on arousing feelings such as humor, love, or fear are using ________ appeals
Definition
emotional
Term
________ is stronger than liking because it involves an element of self-identification.
A) Resonance
B) Cognitive learning
C) Transformation
D) Symbolism
E) Conditioned learning
Definition
A
Term
________ takes place when a set of thoughts and feelings become linked to a brand through repetition of the message.
Definition
Conditioned Learning
Term
Recognition means people remember seeing the ad, and recall means they remember what the ad said. True or False?
Definition
True
Term
The emotion effect from the Facets Model of Effects refers to the consumer's understanding of an advertisement. True or False?
Definition
False
Term
The key drivers of the affective response are needs, wants, emotions, liking, and resonance. True or False?
Definition
False
Term
Cognitive learning occurs when the learner links one thing with another. True or False?
Definition
False
Term
________ describes how individuals or groups select, purchase, use, or dispose of products, as well as the needs and wants that motivate these behaviors.
Definition
Consumer Behavior
Term
Which of the following is a social/cultural influence on consumer decision making?
A) state of mind
B) innovation
C) satisfaction
D) family
E) personality
Definition
D
Term
A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples of ____
Definition
Basic Core Values
Term
Which of the following does NOT determine an individual's social class?
A) income
B) wealth
C) education
D) occupation
E) geography
Definition
E
Term
________ needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.
Definition
Acquired needs
Term
According to Maslow's Hierarchy of Needs, which level of needs includes self-fulfillment and enriching experiences?
Definition
Self Actualization
Term
A(n) ________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.
Definition
Motivation
Term
Which approach to segmentation divides people into groups based on product category and brand usage?
Definition
behavioral segmentation
Term
Psychographic analysis looks at ________ in terms of patterns of consumption, personal relationships, interests, and leisure activities.
Definition
Lifestyles
Term
________ are trend spotters who specialize in identifying trendy fads that appeal to young people
Definition
Cool hunters
Term
A need is an internal force that stimulates an individual to behave in a particular manner. True or False?
Definition
False
Term
Acquired needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning. True or False?
Definition
True
Term
The critical behavior predictor called usage refers to how much of a product category or brand a customer buys. True or False?
Definition
True
Term
According to the Pareto Rule, 20 percent of the users buy 80 percent of the products. True or False?
Definition
True
Term
________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of advertising strategy.
Definition
Market research
Term
Which of the following is NOT a type of research used in planning advertising and marketing communication?
A) market research
B) consumer research
C) advertising research
D) strategic research
E) segmentation research
Definition
E
Term
Government organizations and trade associations are both sources of ________ data.
Definition
Secondary Research
Term
Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published by someone else.
B) Many statistics used by advertisers come from government census records on the population's size, geographic distribution, age, income, occupation, education, and ethnicity.
C) Secondary research found on the Internet is not valid.
D) Trade associations are a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic areas for other interested parties.
Definition
C
Term
Information that is collected for the first time from original sources is called ________
Definition
Primary Research
Term
Experimental research is used to ________
Definition
...test marketing factors as well as advertising appeals and executions in areas as product features and design, price, and various creative ideas
Term
________ is formal research, such as surveys, in-depth interviews, observational methods, focus groups, and all types of primary and secondary data used to develop a marketing plan and, ultimately, provide information for an advertising plan.
Definition
Marketing research
Term
________ evaluates the relative power of various creative ideas, while ________ informs media selection.
A) Competitive analysis; content analysis
B) Semiotic analysis; content analysis
C) Concept testing; media research
D) Competitive testing; copy testing
E) Copy testing; semiotic analysis
Definition
C
Term
Using ________, a researcher might ask a respondent what he or she remembers without using a magazine or other medium to refresh the respondent's memory.
Definition
Unaided recognition
Term
________ means that the research actually measures what it says it measures.
Definition
Validity
Term
Focus groups use no interviewer to bias the answers, may produce more honest answers, and can be used to collect large amounts of data at a low cost per respondent. True or False?
Definition
True
Term
Psychographic research involves the researcher participating in the lives of the people being studied. True or False?
Definition
False
Term
As a part of a research team, Fatima observed five groups of teenagers shop, socialize, and eat dinner at a local mall. Fatima was participating in traditional quantitative research. True or False?
Definition
False
Term
Quantitative research is more useful than qualitative research. True or False?
Definition
False
Term
________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics. True or False?
Definition
Strategic Planning
Term
________ are goals to be accomplished with a strategic plan.
Definition
Objectives
Term
A strategic business unit is ________
Definition
Line of products or all the offerings under a single brand name
Term
A(n) _______ assesses the external and internal environments that affect marketing operations
Definition
Market situation analysis
Term
The percentage of the category purchases that are made by the brand's customers is known as ________
Definition
Share of market
Term
The practice of ________ involves mobilizing a digital crowd to provide collective intelligence in the marketing analysis process.
Definition
Crowdsourcing
Term
Which step of campaign planning details the process by which the effectiveness of the campaign is determined?
A) situation analysis
B) key strategic decisions
C) media strategy
D) message strategy
E) campaign management
Definition
E
Term
In a SWOT analysis, a(n) ________ is an area in which the company could develop an advantage over its competition.
Definition
opportunity
Term
What kind of problems can advertising solve?
Definition
advertising can solve only message-related problems such as image, attitude, perception, and knowledge or information
Term
________ refers to any group of people who have a stake in the success of a company or a brand
Definition
stakeholder
Term
Marketing planning follows business planning. True or False?
Definition
True
Term
Benchmarking refers to using a comparable effort to predict a logical goal.
Definition
True
Term
A communication brief should be both strategic and inspirational.
Definition
True
Term
For advertising to be truly effective, it must focus on only one effect at a time. True or False?
Definition
False
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