ADV 206 Test #1
Short answer – Choose 3 (4 points each)
1) What is the definition of advertising (that we agreed in class)?
2) What are the three elements of a positioning statement?
3) What does SWOT stand for and when would you use it?
4) According to Carson Wagner (“Inside Story” ch. 4), does the government’s
anti-drug advertising help curb drug use? Why or why not?
Multiple Choice (3 points each)
1) Which of the following is NOT a fundamental concept 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
f.
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. 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
7. Verbal or written words in an advertisement that indicate exceptions to the advertising
claim made 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 technique used to analyze advertisements is ________, which is a way to take
apart the signs and symbols in a message to uncover layers and types of meanings
with the objective of finding deeper meanings in the symbolism and meanings,
particularly as they relate to different groups of consumers.
a.
content analysis
b.
semiotic analysis
c.
brand experience
d.
advertising review
f.
competitive analysis
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 basis of all account planning?
a
consumer research
b
pricing plans
c
message strategies
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) The greatest potential weakness to the success of online research is the number of
respondents you can reach. True or False?
12) Marketers wanting insight into the underlying psychological reasons for how
consumers behave and why 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 –7 pts each—choose 3 (75 words or less each, for more room use back)
1) How does the Dove “Real Beauty” campaign relate to advertising and society .
Explain the social role it played and explain specifically how Dove’s
understanding of their target audience through research led to such a breakthrough
campaign.
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) Do a short SWOT analysis for Eukanuba.