Chap 00123

Chapter 01 - Advertising Today?
Chapter 01
Advertising Today?

True / False Questions

1. Advertising is a type of marketing communications tool.
True False

2. A car ash is an e!ample of a good.
True False

". The #ill#oard advertising a car dealership is an e!ample of a medium.
True False

$. Advertising reaches us through a channel of communication referred to as a medium.
True False

%. &ord-of-mouth 'ualifies as an advertising medium.
True False

(. The source is the manufacturer of the product.
True False

). The three source dimensions are the sponsor* the narrative* and the author.
True False

1-1
+. A real or an imaginary character* ithin the te!t of the ad* ho lends some voice or tone to
the ad is referred to as persona.
True False

,. A spokesperson for a #rand of golf clu#s is part of the message dimension for marketing
communications.
True False

10. The three receiver dimensions are implied* sponsorial* and actual consumers.
True False

11. -mplied consumers are the people in the real orld ho comprise the ad.s target audience.
True False

12. /ponsorial consumers are the gatekeepers ho decide hether the ad ill run or not.
True False

1". -n advertising* the sponsor.s ad competing ith hundreds of other commercial and
noncommercial messages is referred to as noise.
True False

1$. &hen 0ariel uses a %0-cents-off coupon to purchase spaghetti sauce* she is providing
feed#ack.
True False

1%. Feed#ack employs a sender-message-receiver pattern* e!cept that it is directed from the
receiver #ack to the source.
True False

1-2
1(. 1very #usiness organi2ation typically performs a num#er of diverse activities that are
usually classified as operations* finance3administration* and marketing.
True False

1). The ultimate goal of the marketing process is to #uild customer relationships.
True False

1+. 4esigning a successful advertising campaign re'uires a #road understanding of the hole
marketing process.
True False

1,. A firm.s marketing activities are alays aimed at a particular segment of the population
called the target market.
True False

20. 525 advertising rarely uses consumer mass media and is typically invisi#le to consumers.
True False

21. The three speciali2ed types of #usiness advertising are trade* professional* and retail.
True False

22. Companies that do not compete on price typically use image advertising to create a
particular perception of the company or personality for the #rand.
True False

2". The only element in the marketing strategy that does not influence the type of advertising
to #e used is the element of place.
True False

1-"
2$. The o#6ectives of aareness advertising are to create an image for a product and to
position it competitively ith the goal of getting readers or vieers to select the #rand the
ne!t time they shop.
True False

2%. Companies use media advertising* also knon as collateral materials* to communicate
information a#out themselves and their #rands.
True False

Multiple Choice Questions

2(. 77777 is the structured and composed nonpersonal communication of information* usually
paid for and usually persuasive in nature* a#out products or ideas #y identified sponsors
through various media.
A. 0arketing
5. /ales promotion
C. Advertising
4. 8ersonal selling
1. Collateral materials

2). &hich of the folloing statements a#out advertising is true?
A. Advertising is considered individual communication.
5. Advertising is 6ust a #usiness process.
C. Advertising has an identifia#le sponsor.
4. Advertising is unstructured communication.
1. 0arketing communications are 6ust one type of advertising.

1-$
2+. 5ecause advertising is typically directed to groups of people rather than to individuals*
advertising is referred to as9
A. a non-persuasive communication.
5. a netork medium.
C. a general medium.
4. non-directed communication.
1. mass communication.

2,. &hen :ren #uys a cup of coffee to drink and hen ;oachim #uys a nespaper to read on
the train* #oth are acting as9
A. #uying centers.
5. consumers.
C. reference groups.
4. strategic points of service.
1. opinion leaders.

"0. Andy <ee operates a catering #usiness that can prepare #ar#ecue for 2*000 people. -n a
trade 6ournal* <ee learned a#out a ne kind of meat thermometer that as designed to operate
in temperatures as high as 2,0C. <ee used 77777 to #ecome familiar ith this ne product.
A. encoded message
5. pu#lic service message
C. mass communications
4. &:0
1. intangi#le services

"1. &hich of the folloing is the #est e!ample of a good?
A. 0ath tutoring
5. A car ash
C. <reeting cards
4. An accountant.s ta! preparation #usiness
1. A dry cleaner.s spot removal certification guarantee

1-%
"2. &hich of the folloing is the #est e!ample of a service?
A. A 2-year arranty on gym e'uipment
5. A ho-to #ook on losing eight
C. Floers for 0other.s 4ay
4. <ift rapping paper sold as an elementary school fund-raiser
1. A social orker.s 84A that lists all clients #y area of need

"". Advertising reaches us through a channel of communication referred to as a9
A. feed#ack.
5. medium.
C. pu#lic service message.
4. distri#ution channel.
1. noise.

"$. -nternet is an e!ample of 77777 media.
A. interactive
5. print
C. nontraditional
4. #roadcasting
1. addressa#le

"%. &hich of the folloing is =:T an e!ample of an advertising medium?
A. The -nternet
5. 5roadcast television
C. =espaper
4. &ord-of-mouth
1. A =A/CA> automo#ile

"(. &hich of the folloing statements a#out advertising media is true?
A. &:0 is a type of advertising media.
5. Addressa#le media and interactive media are synonyms.
C. The -nternet is classified as a noninteractive advertising medium.
4. An advertising medium is any nonpersonal means used to present an ad to a target market.
1. &:0 is a more structured type of media than most other mass media.

1-(
"). -n-store advertising is commonplace. A retail netork operates the netork of televisions
prominently positioned at high-traffic locations in more than "*000 stores ?nationide. -n
200%* the company offered the store the opportunity to target @ispanic customers #y offering
#ilingual content in stores that have the highest concentration of /panish-speaking customers.
&hich of the folloing statements a#out this ne tactic is FAA/1?
A. The flat screen televisions are the channel.
5. The netork ill encode the advertising messages.
C. The store is the source.
4. The store.s customers ill decode the advertising messages.
1. @igh-traffic locations are the feed#ack.

"+. -n terms of the application of the human communication process to advertising* the
restaurant oner ho read all of the copy in an ad for the international trade sho for people
in the food and drink industry ould #e aBnC9
A. encoder.
5. medium.
C. receiver.
4. source.
1. channel.

",. There is an ad for pret2els in a omen.s maga2ine. -n terms of applying the human
communication process model to advertising* the maga2ine serves as aBnC9
A. encoder.
5. medium.
C. receiver.
4. source.
1. channel.

$0. To the consumers of cosmetics* @alle 5erry* ho appears as a spokesperson in
commercials* is aBnC9
A. encoder.
5. sponsor.
C. media personality.
4. author.
1. persona.

1-)
$1. &hich of the folloing is an e!ample of a source dimension for an ad for 6eans?
A. The ad.s slogan
5. The product itself
C. The manufacturer of the 6eans
4. The dramatic message of the ad
1. /ponsorial consumers

$2. -n advertising* the source dimension includes9
A. the sponsor* the author* and the persona.
5. the headline* the #ody copy* and the closing.
C. the implied* sponsorial* and actual decoders.
4. auto#iography* narrative* and drama values assigned to the message.
1. the #iography* the epic and the invective.

$". -n 200%* singer 1nri'ue -glesias signed a multi-year deal as spokesperson for a ne
fragrance. -glesias ill #e part of the 77777 dimension in ads for the ne fragrance.
A. message
5. channel
C. decoder
4. source
1. receiver

$$. -n terms of the source dimension of advertising* the copy riter and the art director are
categori2ed as9
A. receivers.
5. authors.
C. implied consumers.
4. sponsors.
1. personae.

1-+
$%. As artful imitations of life* advertising uses one or a #lend of three literary forms. These
are9
A. sponsor* author* persona.
5. implied* actual* and sponsorial.
C. invective* philosophy* and saga.
4. novel* epic and academic 6ournals.
1. narrative* auto#iography* and drama.

$(. -n the 77777 advertising message* D-D tell a story a#out myself to Dyou*D the imaginary
audience eavesdropping on my personal e!perience.
A. auto#iographical
5. demographical
C. narrative
4. #iographical
1. drama

$). -n the 77777 advertising message* the characters act out events directly in front of an
imagined empathetic audience.
A. auto#iographical
5. demographic
C. narrative
4. #iographical
1. drama

$+. -n the 77777 advertising message* a third-person persona tells a story a#out another
person to an imagined audience.
A. auto#iographical
5. demographic
C. narrative
4. #iographical
1. drama

1-,
$,. -n advertising* the receiver dimension includes9
A. encoders* decoders* and feed#ack.
5. implied* actual* and sponsorial consumers.
C. #rand-loyal* product-loyal* and general consumers.
4. the art director* its personae* and authors.
1. feed#ack* perception* and #ehavior.

%0. The te!t of each advertisement and commercial presumes an audience. -n terms of the
receiver dimension of advertising* this audience is9
A. persona.
5. actual consumers.
C. sponsorial consumers.
4. implied consumers.
1. creative director.

%1. -n the receiver dimension of advertising* 77777 are the gatekeepers ho decide hether
the ad ill run or not.
A. persona
5. advertising agency
C. sponsorial consumers
4. implied consumers
1. authors

%2. -n the receiver dimension of advertising* 77777 are the people in the real orld ho
comprise the ad.s target audience.
A. personae
5. actual consumers
1. creative director

1-10
%". Aee did not see the ad for the a'uarium that as in &ednesday.s local paper #ecause he
as much more interested in an article on classic car collecti#les that as right ne!t to the ad
for the a'uarium. -n terms of the communication process* the classic car article served as
77777 for the a'uarium.
A. noise
5. feed#ack
C. information overload
4. a source ma2e
1. a reception #locker

%$. A horse sta#le operator* ho reads an ad for a orming medicine* decides to call the toll-
free num#er provided in the ad to see if the company can deliver $0 doses of its orming
medicine #efore /aturday morning. -n the conte!t of the advertisement* this is referred to as9
A. acting as a source.
5. providing feed#ack.
C. creating a persona.
4. using #i-lateral marketing communications.
1. creating a ne communication channel.

%%. A restaurant oner* ho read all of the copy in an ad for the international trade sho for
people in the food and drink industry* decided to re'uest a registration form. -n the conte!t of
advertisement* this is referred to as9
5. providing feed#ack.
4. using integrated marketing communications.

1-11
%(. &hat is a role of advertising in marketing?
A. -t includes developing products and pricing them strategically.
5. To inform* persuade* and remind groups of customers a#out the company.s goods and
services.
C. To deal directly ith customers* face-to-face conveying information* giving
demonstrations on high-ticket items such as real estate and furniture.
4. To make the product availa#le through the distri#ution netork.
1. To earn a profit for the firm #y consummating the e!change of products or services ith
those customers ho need or ant them.

%). :f all the #usiness functions* 77777 is the only function hose primary role is to #ring in
revenues.
A. finance
5. research and development
C. human relations management
4. marketing
1. accounting

%+. 77777 is the process of planning and e!ecuting the conception* pricing* distri#ution* and
promotion of ideas* goods* and services to create e!changes that satisfy the perceived needs*
ants* and o#6ectives of individuals and organi2ations.
A. 0anagement
5. Advertising
C. Communications
4. Aogistics
1. 0arketing

%,. &hich of the folloing aspect of advertising ill #e determined #y the marketing
strategy?
A. &hich sales person ould demonstrate the product to customers?
5. &hat ould #e the incentive per product sale?
C. &ho should the target consumer #e and hat media should #e used?
4. @o to #uild the company.s image in the eyes of the employees and stakeholders?
1. &hat information should #e included in product specification sheets?

1-12
(0. &hich of the folloing is the most likely potential target market for a manufacturer ho
is licensed #y a restling entertainment company to make @alloeen costumes #ased on
characters seen in their matches?
A. 8eople ho en6oy :lympic restling
5. 8re-teen males ho ish to emulate their favorite restlers
C. 8eople ho #elieve restling promotes violence
4. 8arents ho are sports enthusiasts
1. Anyone ho has attended a restling match

(1. The thirteen-year-old teenage #oy ill more than likely ignore the commercial a#out
preventing #aldness #ecause he is =:T the part of the advertiser.s9
A. evoked set.
5. consideration set.
C. encoding market.
4. persona dimension.
1. target market.

(2. &hich of the folloing organi2ations is most likely to use 8/A?
A. /ave our orld
5. The @ome 4epot
C. 8urina dog cho
4. Fed1!
1. /tate Farm insurance

(". The to primary types of target markets are 77777 markets.
A. domestic and international
5. internal and e!ternal
C. demographic and psychographic
4. #usiness and consumer
1. non-controlla#le and controlla#le

1-1"
($. <ary /ilva* senior vice president of sales of an auto parts store* says his store doesn.t have
a cookie-cutter layout #ut #uilds stores #ased on market need* ith each designed
independently. D-t ould #e easier if all the stores had the e!act same layout* #ut it.s not the
right thing to do for independent oners #ecause some areas have more professional
customers and others have more do-it-yourselfers*D he e!plained. From this information* you
kno that his store targets #oth 77777 markets.
4. #usiness and consumer

(%. The advertising targeted at the pet stores to increase the sale of pet food is9
A. trade advertising.
5. professional advertising.
C. consumer advertising.
4. noncommercial advertising.
1. retail advertising.

((. The type of advertising pu#lished in a psychiatry 6ournal aimed at the practitioners is
called9

(). The advertising used #y high-end car companies creates the perception that the
automo#ile is a lu!ury product and is intended for the elite. &hich element of its marketing
strategy most likely dictates its use of image advertising?
A. 8roduction
5. 8romotion
C. 4istri#ution
4. 8rice
1. 8roduct

1-1$
(+. As of ;anuary 200(* a supermarket chain operated 1$2 supermarkets in the =e Eork-
=e ;ersey and 8hiladelphia metropolitan areas. The store only advertises in those states
here it has stores. The store ould more than likely use 77777 advertising.
A. international
5. local
C. regional
4. national
1. glo#al

(,. -n 2002* a /edish home electrical appliance manufacturer decided to use the same
advertising message herever it advertised around the orld. -n other ords* the company
decided to use9
A. national advertising.
5. international advertising.
C. glo#al advertising.
4. regional advertising.
1. local advertising.

)0. &hich of the folloing activities refers to all the planned messages that companies and
organi2ations create and disseminate to support their marketing o#6ectives and strategies?
A. 8ersonal selling
5. 8u#licity
C. 0arcom
4. The communications process
1. 8romotion

)1. -n order to convey the #enefits of sponsorship to a potential sponsor* a rodeo sho ould
most likely use 77777. This ena#les the marketer to anser the prospect.s 'uestions on the
spot.
A. personal selling
5. direct-response advertising
C. a sales promotion
4. pu#lic relations
1. nonproduct advertising

1-1%
)2. &hich of the folloing is a ma6or dra#ack to the use of personal selling?
A. -ts lo fre'uency and reach
5. -ts high per-customer costs
C. -ts ina#ility to convey large amounts of information
4. -ts ineffectiveness as a motivator
1. -ts ineffectiveness to #uild #rand value

)". An advertisement #y a dishashing li'uid that invites you to visit their &e# site to learn
ho the product is #eing used to help our environment is an e!ample of9
A. aareness advertising.
5. product advertising.
C. nonproduct advertising.
1. action advertising.

)$. &hat type of advertising ould an organi2ation devoted to finding cures for catastrophic
childhood diseases most likely use to raise donations?
A. Trade advertising
5. 8roduct advertising
C. =onproduct advertising
4. =oncommercial advertising
1. 8rofessional advertising

)%. The ad for sunny Florida #eaches is designed to make people ant to visit Florida. -t
contains a &e# site address and a toll-free num#er that can #e used #y people planning a
vacation to Florida. This type of advertising is an e!ample of9
C. aareness advertising.
1. direct-response advertising.

1-1(
)(. &hen a fast-food chain entered the Chinese market* it as at a time hen childhood
o#esity as #ecoming a real pro#lem. As a result* the chain teamed ith the Chinese
education system to develop nutrition classes for elementary school students featuring their
mascot* a clon. The clon sho as an e!ample of 77777 #ecause it shoed the fast-food
chain as a company that cares a#out its consumers.
A. a sales promotion
5. pu#lic relations
C. noncommercial advertising
1. personal selling

)). &hich of the folloing types of advertising is considered good at creating aareness and
credi#ility for a #usiness firm at relatively lo cost?
A. /ales promotion advertising
5. 8u#lic relations advertising
C. 4irect-response advertising
4. =onproduct advertising
1. 5rand advertising

)+. The #rochure you receive from the ceiling fan manufacturer* the pamphlet of recipes from
the producers of cran#erry 6uice products* and the instructions that came ith your ne
telephone system are all e!amples of9
A. sales gimmicks.
5. premiums.
C. sales promotions.
4. #onus goods.
1. collateral material.

),. The process of integrating all the messages created #y an advertiser.s various
communication agencies and sent out #y various departments ithin the company to achieve
consistency is called9
A. integrated marketing communications.
5. integrated pro6ect management.
C. integrated accounta#ility communications.
4. integrated #usiness administration.
1. integrated employee communications.

1-1)
+0. A groing concern a#out accounta#ility* the proliferation of ne media* and the
increasing cost of competition has led corporate management to reali2e that9
A. the mass media is the most speciali2ed media.
5. consumers are less sophisticated.
C. tremendous gaps e!ist #eteen hat companies say in their advertising and hat they
actually do.
4. there is a need to allo multiple forms of marketing communications to ork in isolation
in order to achieve consistency.
1. there is a high degree of coordination among all the messages created #y an advertiser.s
various communication agencies.

Short Answer Questions

+1. &hat is meant #y the term .advertising medium.? <ive e!amples.

+2. &hy is a ord-of-mouth B&:0C advertising not an advertising medium?

+". &hat are the three elements of the source dimension of advertising communication?

1-1+
+$. &hat three literary forms are used in the message dimension of advertising
communication?

+%. &hich element of the receiver dimension serves as a communication gatekeeper?

+(. &hich element of the receiver dimension is e'uivalent to the receivers in oral
communications?

+). &hat is meant #y noise in the advertising communication process?

1-1,
++. &hy is feed#ack so important to the advertising communication process?

+,. &hat is the primary role of marketing in a #usiness?

,0. &hat are the to main types of target markets?

,1. Aist the three speciali2ed types of #usiness advertising.

1-20
,2. &hich marketing communication tool is the most effective at reaching more prospects at
loer costs than personal selling?

,". &hat are the o#6ectives of aareness advertising?

,$. &hat kind of advertising ould typically #e used #y nonprofit organi2ations?

,%. <ive some e!amples of collateral materials.

1-21
,(. 4efine advertising.

Essay Questions

,). &rite a note on the nonpersonal aspect of advertising.

,+. Aist and #riefly descri#e the elements of the human communication process model
descri#ed in the te!t.

,,. &hat is the role played #y the interactive media in the advertising communication
process?

1-22
100. @o does the human communication process relate to the advertising process?

101. Aist and #riefly define the three dimensions of advertising communication identified #y
5ar#ara /tern.

102. &hat is the ultimate goal of the marketing process?

10". 4escri#e ho advertising fits into the marketing process.

1-2"
10$. &hat is the difference #eteen consumer and #usiness advertising?

10%. &hat is the difference #eteen glo#al advertising and international advertising?

1-2$
Chapter 01 &hat is Advertising Today? Anser Fey

True / False Questions

1. (p. 8) Advertising is a type of marketing communications tool.
T!E

AACSB: Analytic
Bloom's Taxonomy: Knowledge
Difficlty: !asy
"ea#ning $%&ecti'e: ()*)
Topic: +,at is Ad'e#tising-

2. (p. .) A car ash is an e!ample of a good.
FA"SE
-n addition to promoting tangi#le goods such as oranges* oatmeal* and olive oil* advertising
helps pu#lici2e the intangi#le services of #ankers* #eauticians* #ike repair shops* #ill
collectors* and car ashes.

AACSB: Analytic
Difficlty: !asy

". (p. .) The #ill#oard advertising a car dealership is an e!ample of a medium.
T!E
An advertising medium is any nonpersonal means used to present an ad to a large audience.

AACSB: Analytic
Difficlty: !asy

1-2%
$. (p. .) Advertising reaches us through a channel of communication referred to as a medium.
T!E

AACSB: Analytic
Difficlty: !asy

%. (p. .) &ord-of-mouth 'ualifies as an advertising medium.
FA"SE

AACSB: /eflecti'e t,in0ing
Bloom's Taxonomy: Comp#e,ension
Difficlty: 1edim

(. (p. )() The source is the manufacturer of the product.
FA"SE
There is a series of events that takes place hen people share ideas in informal oral
communication. The process #egins hen one party* called the source* formulates an idea*
encodes it as a message* and sends it via some channel to another party* called the receiver.

Difficlty: 1edim
"ea#ning $%&ecti'e: ()*2
Topic: T,e 3man Commnication 4#ocess

). (p. ))) The three source dimensions are the sponsor* the narrative* and the author.
FA"SE

Difficlty: 1edim
Topic: Applying t,e Commnication 4#ocess to Ad'e#tising

1-2(
+. (p. ))) A real or an imaginary character* ithin the te!t of the ad* ho lends some voice or
tone to the ad is referred to as persona.
T!E

AACSB: Analytic
Difficlty: !asy

,. (p. ))) A spokesperson for a #rand of golf clu#s is part of the message dimension for
marketing communications.
FA"SE
&ithin the te!t of the ad is a real or imaginary spokesperson Ba personaC ho lends some
voice or tone to the ad. To the consumer* this persona* ho represents the sponsor* is the
source of the ithin-te!t message.

Difficlty: 1edim

10. (p. )5) The three receiver dimensions are implied* sponsorial* and actual consumers.
T!E

AACSB: Analytic
Difficlty: !asy

1-2)
11. (p. )5) -mplied consumers are the people in the real orld ho comprise the ad.s target
audience.
FA"SE
-mplied consumers are imagined #y the ad.s creators to #e ideal consumers ho accept
uncritically the arguments made #y the ad.

Difficlty: !asy

12. (p. )5) /ponsorial consumers are the gatekeepers ho decide hether the ad ill run or not.
T!E

AACSB: Analytic
Difficlty: !asy

1". (p. )5) -n advertising* the sponsor.s ad competing ith hundreds of other commercial and
noncommercial messages is referred to as noise.
T!E

AACSB: Analytic
Difficlty: !asy

1-2+
1$. (p. )5) &hen 0ariel uses a %0-cents-off coupon to purchase spaghetti sauce* she is providing
feed#ack.
T!E
-n advertising* feed#ack can take many forms such as redeemed coupons* telephone in'uiries*
or visits to a store.

AACSB: Analytic
Difficlty: !asy

1%. (p. )5) Feed#ack employs a sender-message-receiver pattern* e!cept that it is directed from
the receiver #ack to the source.
T!E

AACSB: Analytic
Difficlty: !asy

1(. (p. )6) 1very #usiness organi2ation typically performs a num#er of diverse activities that are
usually classified as operations* finance3administration* and marketing.
T!E

AACSB: Analytic
Difficlty: !asy
Topic: 1a#0eting: Dete#mining t,e Type of Ad'e#tising to 7se

1). (p. )6) The ultimate goal of the marketing process is to #uild customer relationships.
FA"SE

AACSB: Analytic
Difficlty: !asy
Topic: +,at is 1a#0eting-

1-2,
1+. (p. )8) 4esigning a successful advertising campaign re'uires a #road understanding of the
hole marketing process.
T!E
An effective advertising specialist must have a #road understanding of the hole marketing
process in order to kno hat type of advertising to use in a given situation.

Difficlty: !asy
Topic: Ad'e#tising and t,e 1a#0eting 4#ocess

1,. (p. ):) A firm.s marketing activities are alays aimed at a particular segment of the
population called the target market.
T!E

AACSB: Analytic
Difficlty: !asy
Topic: ;dentifying Ta#get 1a#0ets and Ta#get Adiences

20. (p. )8) 525 advertising rarely uses consumer mass media and is typically invisi#le to
consumers.
T!E

AACSB: Analytic
Difficlty: !asy

1-"0
21. (p. )8) The three speciali2ed types of #usiness advertising are trade* professional* and retail.
FA"SE
-n addition to general #usiness advertising* there are three speciali2ed types of #usiness
advertising9 trade* professional* and agricultural.

AACSB: Analytic
Difficlty: !asy

22. (p. ).) Companies that do not compete on price typically use image advertising to create a
particular perception of the company or personality for the #rand.
T!E
-mage advertising* hich creates a perception of a company or personality for a #rand* is
rarely e!plicit a#out price.

Difficlty: 1edim
Topic: ;mplementing 1a#0eting St#ategy

2". (p. ).) The only element in the marketing strategy that does not influence the type of
advertising to #e used is the element of place.
FA"SE
0arketing strategy is the particular #lend* or mi!* of strategic elements over hich the
marketer has control9 product concept* pricing* distri#ution* and communication. For ease of
memory* marketers often refer to these elements as the $8s9 product* price* place* and
promotion. 1ach of these elements also influences the type of advertising used.

Difficlty: 1edim

1-"1
2$. (p. 26) The o#6ectives of aareness advertising are to create an image for a product and to
position it competitively ith the goal of getting readers or vieers to select the #rand the
ne!t time they shop.
T!E

AACSB: Analytic
Difficlty: !asy

2%. (p. 28) Companies use media advertising* also knon as collateral materials* to
communicate information a#out themselves and their #rands.
FA"SE
Companies use a ide variety of promotional tools other than media advertising to
communicate information a#out themselves and their #rands. These collateral materials
include fliers* #rochures* catalogs* posters* sales kits* product specification sheets* instruction
#ooklets* and so on.

AACSB: Analytic
Difficlty: 1edim

Multiple Choice Questions

1-"2
2(. (p. 8) 77777 is the structured and composed nonpersonal communication of information*
usually paid for and usually persuasive in nature* a#out products or ideas #y identified
sponsors through various media.
A. 0arketing
5. /ales promotion
C# Advertising
4. 8ersonal selling
1. Collateral materials

AACSB: Analytic
Difficlty: !asy

2). (p. 8) &hich of the folloing statements a#out advertising is true?
A. Advertising is considered individual communication.
5. Advertising is 6ust a #usiness process.
C# Advertising has an identifia#le sponsor.
4. Advertising is unstructured communication.
1. 0arketing communications are 6ust one type of advertising.
Advertising is the structured and composed nonpersonal communication of information*

Difficlty: 1edim

1-""
2+. (p. .) 5ecause advertising is typically directed to groups of people rather than to individuals*
advertising is referred to as9
A. a non-persuasive communication.
5. a netork medium.
C. a general medium.
4. non-directed communication.
E# mass communication.

AACSB: Analytic
Difficlty: !asy

2,. (p. .) &hen :ren #uys a cup of coffee to drink and hen ;oachim #uys a nespaper to read
on the train* #oth are acting as9
A. #uying centers.
$# consumers.
C. reference groups.
4. strategic points of service.
1. opinion leaders.
Consumers #uy products like cars* deodorant* or food for their personal use.

Difficlty: 1edim

1-"$
"0. (p. .) Andy <ee operates a catering #usiness that can prepare #ar#ecue for 2*000 people. -n
a trade 6ournal* <ee learned a#out a ne kind of meat thermometer that as designed to
operate in temperatures as high as 2,0C. <ee used 77777 to #ecome familiar ith this ne
product.
A. encoded message
5. pu#lic service message
C# mass communications
4. &:0
1. intangi#le services
Advertising is directed to groups of people* usually referred to as audiences* rather than to
individuals. -t is therefore nonpersonal* or mass* communication.

Difficlty: 1edim

"1. (p. .) &hich of the folloing is the #est e!ample of a good?
A. 0ath tutoring
5. A car ash
C# <reeting cards
4. An accountant.s ta! preparation #usiness
1. A dry cleaner.s spot removal certification guarantee
Advertising promotes tangi#le goods such as oranges* oatmeal* and olive oil* as ell as
pu#lici2ing intangi#le services of #ankers* #eauticians* #ike repair shops* and #ill collectors.

AACSB: Analytic
Difficlty: !asy

1-"%
"2. (p. .) &hich of the folloing is the #est e!ample of a service?
A# A 2-year arranty on gym e'uipment
5. A ho-to #ook on losing eight
C. Floers for 0other.s 4ay
4. <ift rapping paper sold as an elementary school fund-raiser
1. A social orker.s 84A that lists all clients #y area of need
Advertising helps pu#lici2e the intangi#le services of #ankers* #eauticians* #ike repair shops*
and #ill collectors.

Difficlty: 1edim

"". (p. .) Advertising reaches us through a channel of communication referred to as a9
A. feed#ack.
$# medium.
C. pu#lic service message.
4. distri#ution channel.
1. noise.

AACSB: Analytic
Difficlty: !asy

"$. (p. .) -nternet is an e!ample of 77777 media.
A# interactive
5. print
C. nontraditional
4. #roadcasting
1. addressa#le

AACSB: Analytic
Difficlty: !asy

1-"(
"%. (p. .) &hich of the folloing is =:T an e!ample of an advertising medium?
A. The -nternet
5. 5roadcast television
C. =espaper
%# &ord-of-mouth
1. A =A/CA> automo#ile

AACSB: Analytic
Difficlty: !asy

"(. (p. .) &hich of the folloing statements a#out advertising media is true?
A. &:0 is a type of advertising media.
5. Addressa#le media and interactive media are synonyms.
C. The -nternet is classified as a noninteractive advertising medium.
%# An advertising medium is any nonpersonal means used to present an ad to a target market.
1. &:0 is a more structured type of media than most other mass media.

Difficlty: !asy

1-")
"). (p. )() -n-store advertising is commonplace. A retail netork operates the netork of
televisions prominently positioned at high-traffic locations in more than "*000 stores
?nationide. -n 200%* the company offered the store the opportunity to target @ispanic
customers #y offering #ilingual content in stores that have the highest concentration of
/panish-speaking customers. &hich of the folloing statements a#out this ne tactic is
FAA/1?
A. The flat screen televisions are the channel.
5. The netork ill encode the advertising messages.
C. The store is the source.
4. The store.s customers ill decode the advertising messages.
E# @igh-traffic locations are the feed#ack.
A message that acknoledges or responds to the original message constitutes feed#ack* hich
also affects the encoding of a ne message.

Bloom's Taxonomy: Application
Difficlty: 1edim

"+. (p. )() -n terms of the application of the human communication process to advertising* the
restaurant oner ho read all of the copy in an ad for the international trade sho for people
in the food and drink industry ould #e aBnC9
A. encoder.
5. medium.
C# receiver.
4. source.
1. channel.
The process #egins hen one party* called the source* formulates an idea* encodes it as a
message* and sends it via some channel to another party* called the receiver. The receiver must
decode the message in order to understand it.

Difficlty: !asy

1-"+
",. (p. )() There is an ad for pret2els in a omen.s maga2ine. -n terms of applying the human
communication process model to advertising* the maga2ine serves as aBnC9
A. encoder.
5. medium.
C. receiver.
4. source.
E# channel.
The process #egins hen one party* called the source* formulates an idea* encodes it as a
message* and sends it via some channel to another party* called the receiver.

Difficlty: !asy

$0. (p. ))*)2) To the consumers of cosmetics* @alle 5erry* ho appears as a spokesperson in
commercials* is aBnC9
A. encoder.
5. sponsor.
C. media personality.
4. author.
E# persona.
&ithin the te!t of the ad is a real or imaginary spokesperson Ba personaC ho lends some
voice or tone to the ad. To the consumer* this persona* ho represents the sponsor* is the
source of the ithin-te!t message.

Difficlty: 1edim

1-",
$1. (p. ))) &hich of the folloing is an e!ample of a source dimension for an ad for 6eans?
A. The ad.s slogan
5. The product itself
C# The manufacturer of the 6eans
4. The dramatic message of the ad
1. /ponsorial consumers
The manufacturer of the 6eans ould have paid for the ad and therefore ould #e categori2ed
as its sponsor.

Difficlty: 1edim

$2. (p. ))) -n advertising* the source dimension includes9
A# the sponsor* the author* and the persona.
5. the headline* the #ody copy* and the closing.
C. the implied* sponsorial* and actual decoders.
4. auto#iography* narrative* and drama values assigned to the message.
1. the #iography* the epic and the invective.

AACSB: Analytic
Difficlty: 1edim

1-$0
$". (p. ))) -n 200%* singer 1nri'ue -glesias signed a multi-year deal as spokesperson for a ne
fragrance. -glesias ill #e part of the 77777 dimension in ads for the ne fragrance.
A. message
5. channel
C. decoder
%# source
1. receiver
-n advertising* the source* the message* and the receiver all have multiple dimensions.
4etermining the source of a message is not simple.

Difficlty: 1edim

$$. (p. ))) -n terms of the source dimension of advertising* the copy riter and the art director
are categori2ed as9
A. receivers.
$# authors.
C. implied consumers.
4. sponsors.
1. personae.
The author of the communication is actually a creative team at an ad agency. Commissioned
#y the sponsor to create the advertising message* these people e!ist in the real orld #ut are
unknon to the reader or vieer.

Difficlty: 1edim

1-$1
$%. (p. )2) As artful imitations of life* advertising uses one or a #lend of three literary forms.
These are9
A. sponsor* author* persona.
5. implied* actual* and sponsorial.
C. invective* philosophy* and saga.
4. novel* epic and academic 6ournals.
E# narrative* auto#iography* and drama.

AACSB: Analytic
Difficlty: !asy

$(. (p. )2) -n the 77777 advertising message* D-D tell a story a#out myself to Dyou*D the
imaginary audience eavesdropping on my personal e!perience.
A# auto#iographical
5. demographical
C. narrative
4. #iographical
1. drama

AACSB: Analytic
Difficlty: !asy

$). (p. )2) -n the 77777 advertising message* the characters act out events directly in front of an
imagined empathetic audience.
A. auto#iographical
5. demographic
C. narrative
4. #iographical
E# drama

AACSB: Analytic
Difficlty: !asy

1-$2
$+. (p. )2) -n the 77777 advertising message* a third-person persona tells a story a#out another
person to an imagined audience.
A. auto#iographical
5. demographic
C# narrative
4. #iographical
1. drama

AACSB: Analytic
Difficlty: !asy

$,. (p. )5) -n advertising* the receiver dimension includes9
A. encoders* decoders* and feed#ack.
$# implied* actual* and sponsorial consumers.
C. #rand-loyal* product-loyal* and general consumers.
4. the art director* its personae* and authors.
1. feed#ack* perception* and #ehavior.

AACSB: Analytic
Difficlty: !asy

%0. (p. )5) The te!t of each advertisement and commercial presumes an audience. -n terms of
the receiver dimension of advertising* this audience is9
A. persona.
5. actual consumers.
C. sponsorial consumers.
%# implied consumers.
1. creative director.

AACSB: Analytic
Difficlty: !asy

1-$"
%1. (p. )5) -n the receiver dimension of advertising* 77777 are the gatekeepers ho decide
hether the ad ill run or not.
A. persona
5. advertising agency
C# sponsorial consumers
1. authors

AACSB: Analytic
Difficlty: !asy

%2. (p. )5) -n the receiver dimension of advertising* 77777 are the people in the real orld ho
comprise the ad.s target audience.
A. personae
$# actual consumers
1. creative director

AACSB: Analytic
Difficlty: !asy

1-$$
%". (p. )5) Aee did not see the ad for the a'uarium that as in &ednesday.s local paper #ecause
he as much more interested in an article on classic car collecti#les that as right ne!t to the
ad for the a'uarium. -n terms of the communication process* the classic car article served as
77777 for the a'uarium.
A# noise
5. feed#ack
C. information overload
4. a source ma2e
1. a reception #locker
The a'uarium.s advertising message must compete ith hundreds of other commercial and
noncommercial messages every day. This is referred to as noise.

Difficlty: 1edim

%$. (p. )5) A horse sta#le operator* ho reads an ad for a orming medicine* decides to call the
toll-free num#er provided in the ad to see if the company can deliver $0 doses of its orming
medicine #efore /aturday morning. -n the conte!t of the advertisement* this is referred to as9
$# providing feed#ack.
4. using #i-lateral marketing communications.
Feed#ack can take many forms9 redeemed coupons* &e# site visits* phone in'uiries* visits to a
store* re'uests for more information* increased sales* responses to a survey* or e-mail
in'uiries.

Difficlty: 1edim

1-$%
%%. (p. )5) A restaurant oner* ho read all of the copy in an ad for the international trade sho
for people in the food and drink industry* decided to re'uest a registration form. -n the conte!t
of advertisement* this is referred to as9
$# providing feed#ack.
4. using integrated marketing communications.
Feed#ack verifies that the message as received. Feed#ack employs a sender-message-
receiver pattern* e!cept that it is directed from the receiver #ack to the source.

Difficlty: 1edim

%(. (p. )6) &hat is a role of advertising in marketing?
A# -t includes developing products and pricing them strategically.
5. To inform* persuade* and remind groups of customers a#out the company.s goods and
services.
C. To deal directly ith customers* face-to-face conveying information* giving
demonstrations on high-ticket items such as real estate and furniture.
4. To make the product availa#le through the distri#ution netork.
1. To earn a profit for the firm #y consummating the e!change of products or services ith
those customers ho need or ant them.
0arketing is the process of planning and e!ecuting the conception* pricing* distri#ution* and
promotion of ideas* goods* and services to create e!changes that satisfy the perceived needs*
ants* and o#6ectives of individuals and organi2ations.

Difficlty: 1edim

1-$(
%). (p. )6) :f all the #usiness functions* 77777 is the only function hose primary role is to
#ring in revenues.
A. finance
5. research and development
C. human relations management
%# marketing
1. accounting

AACSB: Analytic
Difficlty: !asy

%+. (p. )6) 77777 is the process of planning and e!ecuting the conception* pricing* distri#ution*
and promotion of ideas* goods* and services to create e!changes that satisfy the perceived
needs* ants* and o#6ectives of individuals and organi2ations.
A. 0anagement
5. Advertising
C. Communications
4. Aogistics
E# 0arketing

AACSB: Analytic
Difficlty: !asy

%,. (p. )8*):) &hich of the folloing aspect of advertising ill #e determined #y the marketing
strategy?
A. &hich sales person ould demonstrate the product to customers?
5. &hat ould #e the incentive per product sale?
C# &ho should the target consumer #e and hat media should #e used?
4. @o to #uild the company.s image in the eyes of the employees and stakeholders?
1. &hat information should #e included in product specification sheets?

Difficlty: 1edim

1-$)
(0. (p. ):) &hich of the folloing is the most likely potential target market for a manufacturer
ho is licensed #y a restling entertainment company to make @alloeen costumes #ased on
characters seen in their matches?
A. 8eople ho en6oy :lympic restling
$# 8re-teen males ho ish to emulate their favorite restlers
C. 8eople ho #elieve restling promotes violence
4. 8arents ho are sports enthusiasts
1. Anyone ho has attended a restling match
A firm.s marketing activities are alays aimed at a particular segment of the population - its
target market.

Difficlty: 1edim

(1. (p. ):) The thirteen-year-old teenage #oy ill more than likely ignore the commercial a#out
preventing #aldness #ecause he is =:T the part of the advertiser.s9
A. evoked set.
5. consideration set.
C. encoding market.
4. persona dimension.
E# target market.
A firm.s marketing activities are alays aimed at a particular segment of the population - its
target market.

AACSB: Analytic
Difficlty: !asy

1-$+
(2. (p. ):) &hich of the folloing organi2ations is most likely to use 8/A?
A# /ave our orld
5. The @ome 4epot
C. 8urina dog cho
4. Fed1!
1. /tate Farm insurance
Consumer advertising includes most of the advertising e see in the mass media. This
includes pu#lic service announcements B8/AsC from organi2ations such as the American
Cancer /ociety or the 8artnership for a 4rug-Free America.

Difficlty: !asy

(". (p. ):) The to primary types of target markets are 77777 markets.
%# #usiness and consumer

Difficlty: !asy

1-$,
($. (p. ):) <ary /ilva* senior vice president of sales of an auto parts store* says his store doesn.t
have a cookie-cutter layout #ut #uilds stores #ased on market need* ith each designed
independently. D-t ould #e easier if all the stores had the e!act same layout* #ut it.s not the
right thing to do for independent oners #ecause some areas have more professional
customers and others have more do-it-yourselfers*D he e!plained. From this information* you
kno that his store targets #oth 77777 markets.
%# #usiness and consumer
There are to main types of target markets* consumers and #usinesses.

AACSB: /eflecti'e t,in0ing< Commnication a%ilities
Difficlty: 1edim

(%. (p. )8) The advertising targeted at the pet stores to increase the sale of pet food is9
A# trade advertising.
Companies aim trade advertising at resellers Bholesalers* dealers* and retailersC to o#tain
greater distri#ution of their products.

Difficlty: 1edim

1-%0
((. (p. )8*).) The type of advertising pu#lished in a psychiatry 6ournal aimed at the practitioners
is called9
$# professional advertising.
Advertising aimed at teachers* accountants* doctors* dentists* architects* engineers* layers*
and the like is called professional advertising and typically appears in official pu#lications of
professional societies.

Difficlty: 1edim

(). (p. 29) The advertising used #y high-end car companies creates the perception that the
automo#ile is a lu!ury product and is intended for the elite. &hich element of its marketing
strategy most likely dictates its use of image advertising?
A. 8roduction
$# 8romotion
C. 4istri#ution
4. 8rice
1. 8roduct
As a marketing communications tool* advertising ena#les marketers to reach more prospects
at loer cost than a salesperson could ever do. Further* the creativity inherent in advertising
allos the marketer to create an image or personality* full sym#olic meaning and #enefits* for
the company.s #rand.

Difficlty: 1edim

1-%1
(+. (p. 29) As of ;anuary 200(* a supermarket chain operated 1$2 supermarkets in the =e
Eork-=e ;ersey and 8hiladelphia metropolitan areas. The store only advertises in those
states here it has stores. The store ould more than likely use 77777 advertising.
A. international
5. local
C# regional
4. national
1. glo#al
/ome companies sell only in one part of the country or in to or three states. They use
regional advertising* placing their ads in local media or regional editions of national media.

Difficlty: 1edim

(,. (p. 29) -n 2002* a /edish home electrical appliance manufacturer decided to use the same
advertising message herever it advertised around the orld. -n other ords* the company
decided to use9
A. national advertising.
5. international advertising.
C# glo#al advertising.
4. regional advertising.
1. local advertising.
<lo#al marketers may use glo#al advertising* in hich messages are consistent in ads placed
around the orld.

Difficlty: 1edim

1-%2
)0. (p. 29) &hich of the folloing activities refers to all the planned messages that companies
and organi2ations create and disseminate to support their marketing o#6ectives and strategies?
A. 8ersonal selling
5. 8u#licity
C# 0arcom
4. The communications process
1. 8romotion

AACSB: Analytic
Difficlty: !asy

)1. (p. 29) -n order to convey the #enefits of sponsorship to a potential sponsor* a rodeo sho
ould most likely use 77777. This ena#les the marketer to anser the prospect.s 'uestions on
the spot.
A# personal selling
C. a sales promotion
4. pu#lic relations
1. nonproduct advertising
8ersonal selling is hen salespeople deal directly ith customers either face-to-face or via
telemarketing.

Difficlty: !asy

1-%"
)2. (p. 29*26) &hich of the folloing is a ma6or dra#ack to the use of personal selling?
A. -ts lo fre'uency and reach
$# -ts high per-customer costs
C. -ts ina#ility to convey large amounts of information
4. -ts ineffectiveness as a motivator
1. -ts ineffectiveness to #uild #rand value

AACSB: Analytic
Difficlty: !asy

)". (p. 26) An advertisement #y a dishashing li'uid that invites you to visit their &e# site to
learn ho the product is #eing used to help our environment is an e!ample of9
A. aareness advertising.
C# nonproduct advertising.
1. action advertising.
To sell ideas* organi2ations use nonproduct advertising.

Difficlty: 1edim

1-%$
)$. (p. 26) &hat type of advertising ould an organi2ation devoted to finding cures for
catastrophic childhood diseases most likely use to raise donations?
A. Trade advertising
5. 8roduct advertising
C. =onproduct advertising
%# =oncommercial advertising
1. 8rofessional advertising
=oncommercial advertising is used around the orld #y governments and nonprofit
organi2ations to seek donations* volunteer support* or changes in consumer #ehavior.

Difficlty: 1edim

)%. (p. 26) The ad for sunny Florida #eaches is designed to make people ant to visit Florida. -t
contains a &e# site address and a toll-free num#er that can #e used #y people planning a
vacation to Florida. This type of advertising is an e!ample of9
C. aareness advertising.
E# direct-response advertising.
4irect-response advertising seeks an immediate* direct response from the reader.

Difficlty: 1edim

1-%%
)(. (p. 26) &hen a fast-food chain entered the Chinese market* it as at a time hen childhood
o#esity as #ecoming a real pro#lem. As a result* the chain teamed ith the Chinese
education system to develop nutrition classes for elementary school students featuring their
mascot* a clon. The clon sho as an e!ample of 77777 #ecause it shoed the fast-food
chain as a company that cares a#out its consumers.
A. a sales promotion
$# pu#lic relations
C. noncommercial advertising
1. personal selling
8u#lic relations is an um#rella process - much like marketing - responsi#le for managing the
firm.s relationships ith its various pu#lics.

Difficlty: 1edim

)). (p. 26) &hich of the folloing types of advertising is considered good at creating aareness
and credi#ility for a #usiness firm at relatively lo cost?
A. /ales promotion advertising
$# 8u#lic relations advertising
C. 4irect-response advertising
4. =onproduct advertising
1. 5rand advertising

AACSB: Analytic
Difficlty: 1edim

1-%(
)+. (p. 28) The #rochure you receive from the ceiling fan manufacturer* the pamphlet of recipes
from the producers of cran#erry 6uice products* and the instructions that came ith your ne
telephone system are all e!amples of9
A. sales gimmicks.
5. premiums.
C. sales promotions.
4. #onus goods.
E# collateral material.
Companies use a ide variety of promotional tools other than media advertising to
communicate information a#out themselves and their #rands. These collateral materials
include fliers* #rochures* catalogs* posters* sales kits* product specification sheets* instruction
#ooklets* and so on.

Difficlty: 1edim

),. (p. 2:) The process of integrating all the messages created #y an advertiser.s various
communication agencies and sent out #y various departments ithin the company to achieve
consistency is called9
A# integrated marketing communications.
5. integrated pro6ect management.
C. integrated accounta#ility communications.
4. integrated #usiness administration.
1. integrated employee communications.

AACSB: Commnication a%ilities< Analytic
Difficlty: !asy
Topic: ;nteg#ating 1a#0eting Commnications

1-%)
+0. (p. 2:) A groing concern a#out accounta#ility* the proliferation of ne media* and the
increasing cost of competition has led corporate management to reali2e that9
A. the mass media is the most speciali2ed media.
5. consumers are less sophisticated.
C# tremendous gaps e!ist #eteen hat companies say in their advertising and hat they
actually do.
4. there is a need to allo multiple forms of marketing communications to ork in isolation
in order to achieve consistency.
1. there is a high degree of coordination among all the messages created #y an advertiser.s
various communication agencies.

Difficlty: 1edim
Topic: ;nteg#ating 1a#0eting Commnications

Short Answer Questions

+1. (p. .) &hat is meant #y the term .advertising medium.? <ive e!amples.
An advertising medium is any nonpersonal means used to present an ad to its target audience.
1!amples of advertising mediums include radio advertising* television advertising* nespaper
ads* and so on.

AACSB: Analytic
Difficlty: 1edim

+2. (p. .) &hy is a ord-of-mouth B&:0C advertising not an advertising medium?
Although &:0 is a communication medium* it.s not an advertising medium #ecause it is not
structured* sponsored* or paid for.

AACSB: Analytic
Difficlty: !asy

1-%+
+". (p. ))) &hat are the three elements of the source dimension of advertising communication?
The three elements of the source dimension of advertising communication are the sponsor* the
author* and the persona.

AACSB: Analytic
Difficlty: !asy

+$. (p. )2) &hat three literary forms are used in the message dimension of advertising
communication?
The three literary forms used in the message dimension of advertising communication are
auto#iography* drama* and narrative.

AACSB: Analytic
Difficlty: !asy

+%. (p. )5) &hich element of the receiver dimension serves as a communication gatekeeper?
The element of the receiver dimension hich serves as a communication gatekeeper is the
sponsorial consumers.

AACSB: Analytic
Difficlty: !asy

1-%,
+(. (p. )5) &hich element of the receiver dimension is e'uivalent to the receivers in oral
communications?
The element of the receiver dimension that is e'uivalent to the receivers in oral
communications is the actual consumers.

AACSB: Commnication a%ilities
Difficlty: 1edim

+). (p. )5) &hat is meant #y noise in the advertising communication process?
=oise is the situation in hich the sponsor.s advertisement competes ith hundreds of other
commercial and noncommercial messages.

AACSB: Analytic
Difficlty: !asy

++. (p. )5) &hy is feed#ack so important to the advertising communication process?
Feed#ack completes the cycle and verifies that the message as received.

AACSB: Commnication a%ilities
Difficlty: 1edim

1-(0
+,. (p. )6) &hat is the primary role of marketing in a #usiness?
The primary role of marketing is to #ring in revenue.

AACSB: Analytic
Difficlty: !asy

,0. (p. ):) &hat are the to main types of target markets?
The to main types of target markets are consumers and #usinesses.

AACSB: Analytic
Difficlty: !asy

,1. (p. )8) Aist the three speciali2ed types of #usiness advertising.
The three speciali2ed types of #usiness advertising are trade* professional* and agricultural
BfarmC advertising.

AACSB: Analytic
Difficlty: !asy

1-(1
,2. (p. 26) &hich marketing communication tool is the most effective at reaching more
prospects at loer costs than personal selling?
Advertising is the marketing communication tool hich is the most effective at reaching more
prospects at loer costs than personal selling.

AACSB: Analytic
Difficlty: !asy

,". (p. 26) &hat are the o#6ectives of aareness advertising?
The o#6ectives of aareness advertising are to create an image for a product and to position it
competitively ith the goal of getting readers or vieers to select the #rand the ne!t time they
#uy.

AACSB: Analytic
Difficlty: !asy

,$. (p. 26) &hat kind of advertising ould typically #e used #y nonprofit organi2ations?
=onprofit organi2ations ould typically use noncommercial advertising to seek donations*
volunteer support* or changes in consumer #ehavior.

AACSB: Analytic
Difficlty: !asy

1-(2
,%. (p. 28) <ive some e!amples of collateral materials.
Collateral materials include fliers* #rochures* catalogs* posters* sales kits* product
specification sheets* instruction #ooklets* and so on.

AACSB: Analytic
Difficlty: !asy

,(. (p. 8) 4efine advertising.
Advertising is the structured and composed nonpersonal communication of information*

AACSB: Analytic
Difficlty: !asy

Essay Questions

,). (p. .) &rite a note on the nonpersonal aspect of advertising.
Advertising is directed to groups of people rather than to individuals. -t is therefore
nonpersonal* or mass* communication. These people could #e consumers* ho #uy products
like 0inis for their personal use. :r they might #e #usinesspeople ho #uy fleets of cars for
commercial or government use.

Difficlty: 1edim

1-("
,+. (p. )() Aist and #riefly descri#e the elements of the human communication process model
descri#ed in the te!t.
The various parts of the human communication process model are9 BaC sourceGformulates an
idea* B#C encodingGencodes the idea as a message* BcC messageGa form of communication
that can #e understood* BdC channelGthe message is sent through a channel to another party*
BeC receiver--this party receives the message from the source through a channel* BfC decoding
Gto understand the message the receiver must decode it* BgC feed#ackGa message that has
#een sent is no acknoledged and a response is sent #ack to the source* and BhC noiseGcan
interfere ith the message transmission or understanding.

Difficlty: 1edim

,,. (p. ))) &hat is the role played #y the interactive media in the advertising communication
process?
The interactive media allos consumers to participate in the communication #y e!tracting the
information they need* manipulating hat they see on their computers or TH screens in real
time* and responding in real time.

AACSB: 7se of ;nfo#mation Tec,nology
Difficlty: 1edim

100. (p. ))) @o does the human communication process relate to the advertising process?
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.

AACSB: Analytic
Difficlty: 1edim

1-($
101. (p. ))*)5) Aist and #riefly define the three dimensions of advertising communication
identified #y 5ar#ara /tern.
B1C The source dimension includes the sponsor* ho is legally responsi#le for the
communication* the author* ho is typically either a copyriter or an art director* and the
persona the person ho is the voice in the ads. B2C The message dimension includes ho the
ad uses or #lends the auto#iographical message* the narrative message* and the drama
message. B"C The receiver dimension includes the implied consumers* ho are addressed #y
the persona* the sponsorial consumers* ho decide if the ad ill run or not* and the actual
consumers* ho are e'uivalent to the receivers in oral communications.

Difficlty: 1edim

102. (p. )6) &hat is the ultimate goal of the marketing process?
The ultimate goal of the marketing process is to earn a profit #y consummating the e!change
of goods or services ith those customers ho need or ant them.

Difficlty: 1edim

10". (p. )8*):) 4escri#e ho advertising fits into the marketing process.
Advertising helps the organi2ation achieve its marketing goals. 0arketing functions such as
marketing research have an impact on the type of advertising a company employs. Companies
and organi2ations use many different types of advertising* depending on their particular
marketing strategy. The marketing strategy ill determine ho the targets of advertising are*
here the advertising should appear* hat media should #e used* and hat purposes the
advertising should accomplish.

AACSB: /eflecti'e t,in0ing< Analytic
Difficlty: 1edim

1-(%
10$. (p. ):*)8) &hat is the difference #eteen consumer and #usiness advertising?
Isually sponsored #y the producer Bor manufacturerC of the product or service* these ads are
typically directed at consumers* people ho #uy the product for their on or someone else.s
personal use. Companies use #usiness advertising to reach people ho #uy or specify goods
and services for #usiness use. -t tends to appear in speciali2ed #usiness pu#lications or
professional 6ournals* in direct mail pieces sent to #usinesses* or in trade shos. /ince
#usiness advertising rarely uses consumer mass media* it is typically invisi#le to consumers.

Difficlty: 1edim

10%. (p. 29) &hat is the difference #eteen glo#al advertising and international advertising?
<lo#al advertising uses messages that are consistent around the orld. -nternational
advertising may contain different messages and even #e created in each geographic market.

Difficlty: 1edim

1-((

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Chapter 01 - Advertising Today?

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