ADV 206 Test #1
Name ___________________________________________
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 are the three elements of a positioning statement?
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.
pricing
e.
media
2. ___________ is the planning and logic behind the advertisement that gives direction
and focus for developing the message.
a.
Creative idea
b.
Execution
c.
Media
d.
Idea Generation
e.
Strategy
3. The ________ is the ad’s central concept that grabs your attention and sticks in your
memory.
a.
advertising strategy
b.
creative idea
c.
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 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
intangible things as the following EXCEPT:
a.
Performance
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.
puffs
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 describe how advertising works?
a.
They are technically complex and difficult to use.
b.
They are not rational and emotional.
c.
The models do not take into account the rational, information-driven
process consumers use to make a decision.
d.
People don’t always proceed through the 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, our need for prestige and status sit
where on 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. When is the best time to do a SWOT analysis:
a.
In the beginning of the planning process
b.
After qualitative research
c.
After quantitative research
d.
Just before media planning
e.
At the end of the planning process
15. ________ means that the research can be run over and over again with the same
result.
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
Positioning
b
Competitive advantage
c
Creative execution
d
Branding
e
Brand equity
17. McDonalds inability to reach some customers with its message based on public
opinion of fast food leading to childhood obesity is an example of __________?
a
Interference
b
Positioning
c
Pretesting
d
Otto the Orange
e.
Noise
18. An advertisement’s effectiveness is based primarily on its ability to achieve an
intended ___________.
a
Consumer Response
b
Sales level
c
Store traffic
d
Level of publicity
e
Media exposure
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 two-way process with messages going from advertiser to
consumer and back again. 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) According to Carson Wagner (“Inside Story” ch. 4), the government’s anti-drug
advertising helps curb drug use. 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, innovators and early adopters are the two
largest behavioral groups. True or False?
14) Ivan Preston (“A Matter of Principle” ch. 3) 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 advertising’s effects on people. Explain (and/or
diagram) the Facets of Effects model (in detail) and two other models that
compete with Facets of Effects (briefly).
3) What is the definition of Branding and why is branding important to brands like
Tiffany, Target and Cheerios specifically.
4) How did consumer research lead to big insights for the Activision and the Holiday
Inn Express shower campaign? 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.