Chapter 10 | Exam Prep – Advertising Integrated Marketing

Chapter 10 “Advertising: Integrated Marketing Communication (IMC)”

Multiple-Choice Questions

Mark all answers that apply for each question. The correct answers are shown in bold type.

1. Which of the following fits the definition of advertising that Arens gave?

_____ A. Structured nonpersonal communication.

_____ B. Paid persuasive communication by sponsors.

_____ C. About products, goods, or services.

_____ D. All of the above.

1. Advertising is which form of campaign?

_____ A. Political campaign.

_____ B. Ideological campaign.

_____ C. Product campaign.

_____ D. All of the above.

1. Advertising comes from the Latin word:

_____ A. Siquis, handbill.

_____ B. Advetere, to turn.

_____ C. Caveat emptor, buyer beware.

_____ D. Carpe diem, sieze the day.

1. Which of the following are advertising tactics?

_____ A. Product placement.

_____ B. Branding.

_____ C. Niche marketing.

_____ D. All of the above.

1. Positioning in advertising is the stage where:

_____ A. The store decides where to put the product on the shelf.

_____ B. The product is classified and differentiated from others.

_____ C. The product has celebrity endorsements.

_____ D. Coupons are sent to consumers.

1. Promotions are characterized by:

_____ A. All the communication used to reach consumers.

_____ B. Only samples given to consumers.

_____ C. Primarily television ads.

_____ D. Newspaper ads.

1. IMC stands for which of the following?

_____ A. Internal marketing campaign.

_____ B. Integrated marketing communication.

_____ C. Innovative marketing campaign.

_____ D. None of the above.

1. Endorsements can best be defined as which one of the following?

_____ A. Man-on-the-street opinions.

_____ B. Super Bowl ads.

_____ C. Testimonials from celebrities or others.

_____ D. Consumer Reports information.

1. Some celebrities who have lost contracts with sponsors because of bad behavior are:

_____ A. Kate Moss.

_____ B. Tiger Woods.

_____ C. Kobe Bryant.

_____ D. All of the above.

1. Julius Caesar, in 59 BC, used to promote his military campaigns in the Acta Diurna, which meant:

_____ A. The People’s Press.

_____ B. Actor’s Daily.

_____ C. Daily Events.

_____ D. Agent’s Journal.

1. Which of the following began a subsidy for newspapers by selling advertisements in his penny press?

_____ A. Benjamin Franklin.

_____ B. Benjamin Day

_____ C. Cyrus Curtis.

_____ D. Peter Zenger.

1. Which of the following published Ladies’ Home Journal as a means to join manufacturers with consumers?

_____ A. Cyrus Curtis.

_____ B. Benjamin Day.

_____ C. Benjamin Franklin.

_____ D. Randolph Hearst.

1. Which of the following complaints are recurring against advertising?

_____A. Advertising is intrusive.

_____ B. Advertising is deceptive.

_____ C. Advertising exploits children.

_____ D. Advertising corrupts values.

1. The AIDA approach to advertising stands for:

_____ A. Approach integrating dynamics in advertising.

_____ B. Attention, interest, desire, and action.

_____ C. Advertisements intended to direct attention.

_____ D. Attention in direct advertisements.

1. The Federal Trade Commission was called which two of the following?

_____ A. The Fiasco for Trade and Commerce.

_____ B. The Little Old Lady of Pennsylvania Avenue.

_____ C. The Tyrannosaurus rex of federal regulatory agencies.

_____ D. The Federal Truth Commission.

1. The Federal Trade Commission may take which of the following action to correct advertising?

_____ A. Issue a cease-and-desist order.

_____ B. Impose heavy fines.

_____ C. Force firms to issue corrective messages to the public.

_____ D. All of the above.

1. The Food and Drug Administration polices foods, drugs, medicines, and liquors. They were largely ineffective in which one of the following recent incidents?

_____ A. The Tylenol poisoning.

_____ B. China’s pet food imports.

_____ C. Fruit from Bolivia.

_____ D. Onions from Mexico.

1. Thorstein Veblen coined which of the following phrases?

_____ A. The hidden persuaders.

_____ B. Conspicuous consumption.

_____ C. Pyramid of needs.

_____ D. Keeping up with the Joneses.

1. Martha Stewart and the CEO of Enron were prosecuted by which of the following regulatory agencies?

_____ A. The U.S. Postal Service.

_____ B. The Federal Trade Commission.

_____ C. The Federal Food and Drug Administration.

_____ D. The Securities and Exchange Commission.

1. Evolutionary psychology suggests that humans have which of the following?

_____ A. A caveman appetite for conflict.

_____ B. A Stone Age brain.

_____ C. A Freudian complex.

_____ D. A highly evolved brain.

1. Research done at CMU, Stanford, and MIT used brain mapping to study brain activity regarding consumer behavior. They found which of the following?

_____ A. There was no activity when products were shown.

_____ B. The pleasure-seeking center responded to attractive products.

_____ C. The pain-sensing insula activated when the price was flashed.

_____ D. None of the above.

1. Subliminal advertising can be defined as:

_____ A. Advertising that is embedded and works below the threshold of consciousness.

_____ B. Advertising that is unethical.

_____ C. Advertising that most practitioners believe is ineffective.

_____ D. All of the above.

1. The RATS ad was run by which political campaign?

_____ A. Al Gore.

_____ B. George W. Bush.

_____ C. Barack Obama.

_____ D. Hillary Clinton.

1. Which federal agency investigated the RATS ad that caused such an uproar?

_____ A. The Federal Securities and Exchange Commission (SEC).

_____ B. The Federal Communication Commission (FCC).

_____ C. The Federal Trade Commission (FTC).

_____ D. The U.S. Postal Service.

1. Psychographics involves the study of:

_____ A. VALS.

_____ B. PARS.

_____ C. MOPS.

_____ D. ACHE.

1. The challenge in the 21st century to study psychographics involves:

_____ A. Urbanization and gentrification.

_____ B. The loss of roots.

_____ C. Multiculturalism and segmentation.

_____ D. Lack of assimilation.

1. Population diversification and the use of new media will challenge advertisers to:

_____ A. Hire ethnic marketing specialists.

_____ B. Study foreign languages.

_____ C. Train on social networks.

_____ D. Study census trends.

1. The word “niche” derives from the Latin word meaning:

_____ A. Place.

_____ B. Nest.

_____ C. Trunk.

_____ D. Age.

1. Technological Darwinism is predicted to cause:

_____A. Predatory advertising practices in marketing.

_____ B. Agencies to become fit to survive.

_____ C. Continents to dissolve with networks joining consumers and providers.

_____ D. Animal behaviors to become more prominent in advertising.

1. Children were able to identify which ad character as readily as they could recognize Mickey Mouse?

_____ A. The Budweiser frogs.

_____ B. The Duracell bunny.

_____ C. Old Joe Camel.

_____ D. The Gateway cow.

1. Which industry is the FTC targeting to protect the health of children?

_____ A. The electronic toys industry.

_____ B. The snack food industry.

_____ C. The transportation industry.

_____ D. The sports industry.

1. The “third-person effect” is the belief that:

_____ A. There should be hidden appeals in ads.

_____ B. Three people make ads more attractive.

_____ C. Media affects other people but not you.

_____ D. Media makes us more violent.

1. Following 9/11, marketing specialists had to:

_____ A. Use adaptative strategies.

_____ B. Show patriotic ads only.

_____ C. Ignore the attacks.

_____ D. Use only children or animals in ads.

and Questions

1. Advertising is paid communication with a sponsor that attempts to persuade consumers to like and purchase a product or service.
2. An ideological campaign focuses on an idea like climate change.
3. A political campaign focuses upon a produce or service.
4. Ads do more than sell products; they also sell illusions, fantasies, and dreams.
5. Advertisements subsidize media and make newspapers, magazines, and television more affordable.
6. Product placement in movies is illegal.
7. A unique selling position makes the produce stand out from the rest, like Volkswagen in the 1960s.
8. Advertisers hope to build brand loyalty so that the word monopolizes all similar products, like Kleenex.
9. Celebrity endorsements are not effective as a means to advertise products.
10. A survey of Fortune 500 companies showed that a majority understood and supported the benefits of integrated marketing communication.
11. Sponsors keep celebrities regardless of their unethical behaviors if they are still popular, such as Tiger Woods.
12. Advertising began in the 19th century.
13. Benjamin Day was the first newspaper man to use advertisements to support the price of his newspaper.
14. Cyrus Curtis sold the Ladies’ Home Journal for 25 cents compared to $3 or $4 because of ad subsidies.
15. Proctor & Gamble hired a young economist to study human behavior rather than commodity markets.
16. Television advertising lacked the audience targeting that the Internet offers.
17. Online advertising is more expensive and prices small companies out of the market.
18. Advertising is neither deceptive nor intrusive, but always presents a balanced picture.
19. Some children have been attacked or even killed for their Air Jordan tennis shoes.
20. The Federal Trade Commission is a lame federal agency now.
21. “Puffery” in advertising is expected but deception can be prosecuted for claims.
22. The Johnson & Johnson Company CEO was highly effective in handling damage from the Tylenol poisoning case.
23. Soap operas got their name from the detergents that were advertised in the afternoon shows by sponsors like Proctor & Gamble.
24. Thorstein Veblen was influenced by the new Darwinian theory of evolution when he explored how the wealthy exhibited their status.
25. Vance Packard’s eight hidden needs are irrelevant to persuasive attempts.
26. The U.S. Postal Service has nothing to do with deceptive advertisements.
27. Sexy advertisements that show a lot of skin are consistent with the Stone Age theory that values reproduction, power, speed, and survival.
28. Newer research suggests that sex does not always sell, but rather causes viewers to ignore the commercials altogether in such shows as Sex and the City.
29. Subliminal advertising has been found to be highly successful in laboratory tests.
30. The executive vice president of the American Association of Advertising Agencies, Hal Shoup, said, “Subliminal advertising is a myth.”
31. Social science research has been used by advertising since the early 20th century.
32. Demographics show the characteristics of consumers, voters, or a population.
33. Advertisers believe psychographics are more useful to them than demographics.
34. Target, Starbucks, and Apple began as mass advertisers rather than niche positioners.
35. Children do not remember adult products that use cartoon characters.
36. The average model in beauty magazines is about 5 feet 11 inches and weighs 130 pounds.
37. Advertising negatively affects body images of young women, sometimes leading to eating disorders.
38. The third-person effect in media means that communication is sent from one person to another, then another.
39. Many advertisers refuse to use older models because they fear alienating young consumers.
40. Advertisers are unaffected by national disasters such as Hurricane Katrina, 9/11, or the wars in Afghanistan and Iraq.

Essay Questions.

Please answer all parts of each question and be specific, offering examples or other evidence to support your answers.

1. Explain the differences among advertising campaigns, political campaigns, and ideological campaigns.
2. Explain the following advertising strategies: branding, unique selling position, product placement, and niche marketing.
3. Explain what adaptive advertising strategies are and then apply this concept to ads that followed the months close to 9/11.
4. Explain how celebrity endorsements work persuasively and include in your answer why the celebrity must have credibility to be useful.
5. Compare and contrast television advertising and Internet advertising, giving advantages and disadvantages of each.
6. Explain the complaints against advertisements that are recurring and give solutions to each complaint.
7. Explain the AIDA approach to advertising.
8. Name five regulatory agencies in the U.S. government that control advertising. Explain the function of each agency.
9. Explain the Stone Age brain theory and the premises that it is built on.
10. Define subliminal advertising. Discuss its history and the present attitudes toward it in the business community.
11. Describe the RATS ad that came out in George W. Bush’s campaign and the action that the FCC took to investigate it.
12. Discuss the factors that are predicted to necessitate the specialization of ethnic marketing in the United States.
13. Define niche marketing and explain why this is a growing trend.
14. Explain the debate over using cartoon characters in children’s ads. What solutions do psychologists propose to protect children?
15. Explain what a stereotype is and then explain how advertisements that target the elderly portray them.