MKTG 1070 Exam 1 Moriarity 8E F09

MKTG 1070 Exam 1 Moriarity 8e F09 MKTG 1070 Exam 1 (Chapters 1-6)

Multiple Choice. Choose the one alternative that best completes the statement or answers the question. Place your answers on the Scantron. (2 points each)

1. The _____ is the ad’s central idea that grabs your attention and sticks in your memory a. advertising strategy b. creative concept c. creative execution d. creative media e. tagline

2. Which advertising approach uses reasons to persuade consumers? a. mass-sell b. logical-sell c. hard-sell d. soft-sell e. emotional-sell

3. The target market of an organization is _____. a. demographically homogeneous b. the particular group of consumers thought to be potential customers for the organization’s goods and services c. the largest market segment d. made up of services and ideas, as well as goods e. referred to as the marketing objective

4. The distinctive identity of a particular product that distinguishes it from its competitors is known as the _____. a. advertising b. brand c. tagline d. logo e. trademark

5. In which types of societies does advertising tend to flourish? a. ones where demand exceeds supply b. ones where there is little price competition c. ones where there are few distinguishing characteristics among product offerings by competitors d. ones in which government does not regulate commercial speech e. ones where supply exceeds demand

6. What is the biggest advantage of mass media advertising? a. provide specialized services regarding ad execution b. cost efficiency – because costs are spread over the large number of people reached by the ad c. high level of effectiveness d. few restrictions e. unlimited inventory available for advertisers MKTG 1070 Exam 1 Moriarity 8e F09

7. What is meant by the term effective with respect to advertising? a. The advertising delivers the results the marketer has specified for the advertising b. The advertising wins creativity awards, such as the EFFIE or the CLIO. c. The advertising is remembered by at least 50 percent of the target audience. d. The advertising resulted in increased sales. e. The advertising media exposure was purchased at the lowest possible cost to reach the target audience.

8. How many times did the “1984” commercial for Apple computer run? a. 1 b. 2 c. 20 d. 50 e. More than 100

9. The goal of marketing is to match a product’s availability to _____. a. the competition’s availability b. the previous year’s level of sales c. the company’s production capabilities d. the consumers’ needs, desire, or demand for the product e. the legal limits with respect to productivity

10. When a brand name or brand mark is legally protected through registration with the Patent and Trademark Office of the Department of Commerce, it becomes a _____ a. known name b. generic name c. brand mark d. trademark e. brand identity

11. The percentage of the total market in a product category that buys a particular brand is known as _____. a. share of voice b. market segment c. consumer market d. share of market e. industrial market

12. What is the first step in the marketing process? a. Set objectives for the marketing effort b. Research the consumer market and the competitive marketplace and develop a situation analysis. c. Assess consumer needs and wants relative to the product, segment the market into groups that are likely to respond, and target specific markets. d. Differentiate and position the product relative to the competition. e. Develop the marketing mix strategy MKTG 1070 Exam 1 Moriarity 8e F09

13. Marketing research, which is original research undertaken to answer specific questions, is known as _____ research. a. primary b. secondary c. non-original d. objective e. subjective

14. The process of identifying groups within the market whose needs and wants intersect with the product and its features, is known as _____. a. setting objectives b. research c. differentiation d. positioning e. segmentation

15. When a company distributes its products directly to buyers without the use of a reseller, this is known as _____. a. indirect marketing b. no-channel marketing c. direct marketing d. indirect channel marketing e. integrated marketing

16. Paid persuasive communication that uses non-personal mass media to reach broad audiences – as well as other forms of interactive communication - to connect an identified sponsor with a target audience is known as _____. a. advertising b. personal selling c. public relations d. sponsorship e. marketing communication

17. Wholesalers primarily use which promotion tool? a. advertising b. public relations c. personal selling d. television e. all of the above

18. Which department of an advertising agency acts as a liaison between the client and the agency? a. account management b. creative services c. media planning and buying d. account planning e. traffic MKTG 1070 Exam 1 Moriarity 8e F09

19. The practice of inviting prospective customers to sign up or self-select themselves into a brand’s target market in order to receive marketing communications is referred to as _____. a. integrated marketing b. relationship marketing c. permission marketing d. customer relationship management e. selective marketing

20. Under which amendment or act are unique trademarks protected from infringement by competitors? a. Pure Food and Drug Act b. Wheeler-Lea Amendment c. Lanham Act d. Federal Trade Commission Act e. FTC Improvement Act

21. A(n) _____ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution. a. endorsement b. comparative ad c. puffed ad d. one-sided message e. two-sided message

22. What is the primary agency governing the advertising industry? a. Federal Communications Commission b. Federal Trade Commission c. Food and Drug Administration d. National Advertising Review Council e. National Advertising Division

23. The _____ prohibits unfair and deceptive acts and practices regardless of whether competition is injured. a. formation of the Federal Trade Commission b. Wheeler-Lea Amendment c. Formation of the National Advertising Review Council d. Pure Food and Drug Act e. Formation of the Bureau of Alcohol, Tobacco, and Firearms

24. Which federal agency oversees package labeling, ingredient listing, and advertising for food and drugs? a. Federal Trade Commission b. Food and Drug Administration c. Federal Communications Commission d. Bureau of Alcohol, Tobacco, and Firearms e. National Advertising Division MKTG 1070 Exam 1 Moriarity 8e F09

25. Charley’s Fish Fry restaurant claims it has the “best seafood in town.” What type of claim does the Federal Trade Commission consider this to be? a. deceptive b. comparative c. puffery d. subliminal e. indirect

26. Newspaper, radio, and television are all examples of which element of the basic communication model? a. the receiver b. the channel c. the source d. the encoder e. the decoder

27. Things that interrupt the sending as well as the receiving of the message are known as _____ in the basic communication model. a. Encoders b. Decoders c. Feedback d. Interference e. Noise

28. Good marketing communications is effective when it generates the advertiser’s desired _____. a. response b. sales c. market share d. creative awards e. media efficiency

29. Turning the page in the newspaper or a magazine, hitting the mute button on the television, tossing unopened mail that looks like an ad, and deleting spam without looking at it are all examples of consumers _____ the message. a. decoding b. encoding c. perceiving d. filtering e. accepting

30. Which of the following is NOT an element of the AIDA hierarchy-of-effects model? a. attention b. action c. attitude d. desire e. interest MKTG 1070 Exam 1 Moriarity 8e F09

31. _____ 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. Unaided recognition, aided recognition e. Aided recall, unaided recognition

32. Ads that rely on arousing feelings such as humor, love, or fear are referred to as _____ appeals. a. resonant b. symbolic c. emotional d. cognitive e. transformational

33. Lisa will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede and she doesn’t want her children to be influenced by this. While some claim to have seen it, the word cannot be seen, and if it is there at all, it is below the threshold of perception. What type of effect is this? a. sub-perceptual b. sub-exposure c. subversive d. subliminal e. sub-cognitive

34. What was the main purpose for advertising the “Got Milk” milk mustache campaign? a. to provide information about milk b. to change the attitudes of adults toward milk c. to combat lost market share of milk d. to increase awareness of milk e. to get more retailers to sell milk

35. The AFLAC duck had a higher Q score than both Ronald McDonald and the Energizer Bunny. What is a Q score? a. a measure of a character’s longevity b. a measure of efficiency in developing a character c. a measure of how much is spent to develop a character d. a measure of a charaters’s believability e. a measure of a character’s familiarity and appeal

36. Teenagers, college students, retirees, southerners, Texans, athletes musicians, and working single mothers all have what in common? a. They all come from the same social class. b. They all share the same culture. c. They all share the same behavioral characteristics. d. They all share the same demographic characteristics. e. They can all be considered subcultures. MKTG 1070 Exam 1 Moriarity 8e F09

37. A _____ is a group of people we use as a guide for behavior in specific situation. a. subgroup b. social class c. reference group d. normal group e. culture

38. A _____ consists of all those who occupy a dwelling whether they are related or not. a. subculture b. family c. household d. reference group e. normative group

39. _____ are the statistical, social, ad economic characteristics used to describe a population, including age, gender, education, income, occupation, race, and family size. a. Psychographics b. Lifestyles c. Geographics d. Demographics e. Censusgraphics

40. Prestige, status, and accomplishments are all examples of which level of needs in the Maslow’s Hierarchy of Needs? a. ego needs b. belongingness needs c. safety needs d. self-actualization e. physiological needs

41. What two variables are used to organize the VALS classification of consumers? a. resources and innovation b. age and self-orientation c. age and social class d. resources and psychographics e. social class and education

42. _____ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn’t work out. a. Adoption b. Adaptation c. Perceived risk d. Selective exposure e. Selective distortion MKTG 1070 Exam 1 Moriarity 8e F09

43. _____ means dividing the market into groups of people who have similar characteristics in certain key product-related areas. a. Targeting b. Marketing c. Positioning d. Segmenting e. Profiling

44. The Dove “Campaign for Beauty” punctured the obsession with stick-thin bodies and Barbie Doll images. What type of influence on consumer decision making is this obsession? a. psychological b. cultural c. family d. target market e. demographic

45. Information that has been collected and published by someone else is known as _____. a. market research b. consumer research c. primary research d. secondary research e. government research

46. _____ research provides insight into the underlying reasons for how consumers behave and why, and common research methods include such tools as observation, ethnographic studies, in-depth interviews, and case studies. a. Secondary b. Quantitative c. Qualitative d. Purchase intent analysis e. Consumer insight

47. A subset of the population that is representative of the entire population is known as a _____. a. sample b. subsample c. subpopulation d. census e. subcensus

48. _____ means the research actually measures what it says it measures. a. Metaphor b. Reliability c. Validity d. Criteria e. Quantitative MKTG 1070 Exam 1 Moriarity 8e F09

49. What did Holiday Inn Express learn about the people who choose their limited service hotel? a. They love getting mints on their pillows at night. b. They are moms with young children. c. They are primarily college students on a road trip. d. They are men who travel two to three nights per week on business. e. They are not picky about the cleanliness of their rooms.

50. Which method of adding value to a product is purely psychological? a. branding b. quality c. features d. convenience e. service