ADV 206 Test #1
Short answer – (3 points each)
1) What is the definition of advertising (that we agreed in class)?
2) What are the 4 P’s of the marketing mix? Where does advertising fit in?
3) What does SWOT stand for and when would you use it?
4) Name three types of qualitative research.
Multiple Choice (3 points each)
1) Which of the following is NOT a fundamental component of advertising?
a.
strategy
b.
creative idea
c.
creative execution
d.
media
e.
pricing
2. ___________ is the logic and planning behind the advertisement that gives it direction
and focus.
a.
Creative idea
b.
Execution
c.
Media
d.
Idea Generation
e.
Strategy
3. 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
4. Which key concept in marketing suggests that marketing should focus first on
identifying the needs and wants of the customer?
a.
customer concept
b.
marketing concept
c.
product concept
d.
exchange
e.
production concept
5. Who gathers all available intelligence on the market and consumers and acts as the
voice of the consumer, becoming the strategic specialist who prepares
comprehensive recommendations about consumers’ wants, needs, and
relationship to the client’s brand and how the advertising should work to satisfy
those elements based on insights they derive from consumer research?
a.
account manager
b.
copywriter
c.
account planner
d.
management supervisor
e.
account director
6. Lovemarks are different than brands because they go beyond respect, including such
things as the following EXCEPT:
a.
Reputation
b.
Mystery
c.
Storytelling
d.
Intimacy
e.
Sensuality
7. Statements which praise a product that are vague, stating no specific facts or claims
are known as ________.
a.
comparative ads
b.
puffery
c.
endorsements
d.
small print
e.
disclaimers
8. A ________ is a representation of a cultural group that emphasizes a trait or group of
traits that may or may not communicate an accurate representation of the group.
a.
norm
b.
reference group
c.
libel
d.
mean
e.
stereotype
9. 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
10. What is the problem with hierarchical models that advertisers use to plan their
advertising?
a.
They are technically complex and difficult to use.
b.
They are not complex enough.
c.
The models do not take into account the rational, information-driven
process consumers use to make a decision.
d.
Advertisers now know that people don’t always proceed through steps in a
predictable fashion.
e.
The models do not take into account consumers’ perceptions.
11. Age, gender, education, income, occupation, race, and family size are all examples of
________ variables.
a.
psychographic
b.
lifestyle
c.
demographic
d.
geographic
e.
censusgraphic
12. According to Maslow’s Hierarchy of Needs, which is the highest level of needs (top
of the pyramid)?
a.
ego needs
b.
belongingness needs
c.
safety needs
d.
self-actualization needs
e.
physiological needs
13. ________ research delivers numerical data (usually projectable) such as number of
users and purchases, their attitudes and knowledge, their exposure to ads, and
other market-related information, and it also provides information on reactions to
advertising and motivation to purchase.
a.
Secondary
b.
Quantitative
c.
Qualitative
d.
Purchase intent analysis
e.
Consumer insight
14. A simple strategy statement that includes target, frame of reference and product point
of difference is called:
a.
product statement
b.
semiotic analysis
c.
differentiation claim
d.
positioning statement
e.
competitive posture
15. ________ means that the research actually measures what it says it measures.
a.
Metaphor
b.
Reliability
c.
Validity
d.
Criteria
e.
Quantitative
16. ________ lies where the product has a strong feature in an area that is important to
the target and the competition is weaker.
a
Position
b
Competitive advantage
c
Creative execution
d
Brand position
e
Brand equity
17. What is at the foundation of all account planning?
a
consumer research
b
pricing plans
c
creative executions
d
product management
e.
distribution management
18. ________ are what you want to accomplish with a strategic plan.
a
Strategies
b
Objectives
c
Tactics
d
Motives
e
Ends
True or False (1 point each)
1) Advertising sent from one business to another is known as direct-response advertising.
True or False?
2) Positioning refers to how consumers view and compare competitive brands or types of
products—how they see a brand relative to other brands in the category. True or False?
3) Advertising is increasingly a one-way process with messages going from advertiser to
consumer. True or False?
4) Gathering information from already existing and published sources is known as
primary research. True or False?
5) A push strategy directs marketing efforts at the consumer in an attempt to stimulate
consumer demand. True or False?
6) Good marketing communication is effective when it generates the advertiser’s desired
response. True or False?
7) Association is the process of making symbolic connections between a brand and
characteristics, qualities, or lifestyles that represent the brand’s image and personality.
True or False?
8) Psychographics refers to lifestyle and psychological characteristics, such as activities,
interests, and opinions. True or False?
9) According to the Pareto Rule, 20 percent of the users buy 80 percent of the products.
True or False?
10) In the VALS system, psychographic profiles are connected to purchase behavior.
True or False?
11) Quantitative research methods might include having consumers tell stories about
artifacts of their lives, like objects in their home that they treasure. True or False?
12) Marketers wanting insight into the underlying psychological reasons for how
consumers behave should conduct qualitative research. True or False?
13) On the Diffusion of Innovation Curve, the early majority and the late majority are
roughly the same size. True or False?
14) Ivan Preston states that all puffs are harmless and should not be prohibited. True or
False?
15) A product must be differentiated on tangible differences for it to create long-lasting
product differentiation. True or False?
Short Essays –4.5 pts each— (75 words or less each, for more room use back)
1) When you are not the number one or number two top brand in a highly
competitive market, you need to find ways to stand out from the clutter. How did
Chick-fil-A and Puma achieve differentiation in their markets against big
competitors with bigger budgets?
2) There are many theories about how advertising works. Explain (and/or diagram)
the Facets of Effects model (in detail) and two other models (briefly).
3) What is the definition of Branding and why is branding important to brands like
Tiffany, Target and Cheerios.
4) How did consumer research lead to a big insight for the Activision and Holiday
Inn Express? What was the insight in each case, and what type of research did
they use to get it? Were there other types of research that could have netted the
same result?
1pt: What do you like about this course so far? Dislike?
Extra Credit (1pt): In what way was the picture of General Sherman relevant to
our discussion on brands