The New World of Marketing Communication

1. The New World of Marketing Communication

2. The basic purpose of advertising has always been to _____. • sell a product • separate fact from fiction • promote a corporate agenda • amuse the consumer base

3. The basic purpose of advertising has always been to _____. • sell a product • separate fact from fiction • promote a corporate agenda • amuse the consumer base The basic purpose of advertising has always been to sell a product, which can be goods, services, or ideas.

4. Advertising is a paid form of persuasive communication that uses media to _____. • connect an identified sponsor with buyers • provide information about products • link products to customers’ wants and needs • All of the above

5. Advertising is a paid form of persuasive communication that uses media to _____. • connect an identified sponsor with buyers • provide information about products • link products to customers’ wants and needs • All of the above Advertising uses media to connect sponsors and buyers, provide product information, and interpret products’ features in terms the wants and needs of consumers.

6. The term _____ refers to all forms of communication about a brand. • mass media intervention • public relations outreach • marketing communication • business communication

7. The term _____ refers to all forms of communication about a brand. • mass media intervention • public relations outreach • marketing communication • business communication Marketing communication is an umbrella term that refers to all forms of communication about a brand that appear in a variety of media.

8. Which of the following is not an important role of advertising? • The social role • The economic role • The communication role • None of the above

9. Which of the following is not an important role of advertising? • The social role • The economic role • The communication role • None of the above In addition to marketing communication, advertising also has a role in the functioning of the economy and society.

10. Advertising’s _____ promotes cost efficient marketing and lowers consumer prices. • societal role • economic role • marketing role • communications role

11. Advertising’s _____ promotes cost efficient marketing and lowers consumer prices. • societal role • economic role • marketing role • communications role Since it reaches large groups of consumers, economists assert that advertising improves marketing cost efficiencies, thus lowering prices to consumers.

12. Brand advertising is _____. • the most visible type of advertising • a direct consumer-to-business medium • limited to business-to-business transactions • used by not-for-profit organizations

13. Brand advertising is _____. • the most visible type of advertising • a direct consumer-to-business medium • limited to business-to-business transactions • used by not-for-profit organizations Brand advertising is the most visible type of advertising. It is also known as national or consumer advertising.

14. _____ focuses on building a corporation’s identity or advancing its point of view. • Brand advertising • Nonprofit advertising • Institutional advertising • Public service advertising

15. _____ focuses on building a corporation’s identity or advancing its point of view. • Brand advertising • Nonprofit advertising • Institutional advertising • Public service advertising Institutional advertising focuses on establishing a corporate identity or winning the public over to an organization’s point of view.

16. Which of the following is not a part of the advertising timeline? • The Creative Revolution • The Era of Accountability • The Era of Capital Markets • The Scientific and Regulation Era

17. Which of the following is not a part of the advertising timeline? • The Creative Revolution • The Era of Accountability • The Era of Capital Markets • The Scientific and Regulation Era The advertising timeline includes: Early Age of Print, Early Age of Agencies, Scientific and Regulation Era, Creative Revolution, Era of Accountability, and Era of Change.

18. The term “targeting” means that messages should be directed at _____. • Particular groups of prospective buyers • Fragmented groups of prospective buyers • Heterogeneous groups of prospective buyers • Unrelated groups of prospective buyers

19. The term “targeting” means that messages should be directed at _____. • Particular groups of prospective buyers • Fragmented groups of prospective buyers • Heterogeneous groups of prospective buyers • Unrelated groups of prospective buyers Targeting is the idea that messages should be directed at particular groups of prospective buyers.

20. Strategy, message, media, and evaluation are the _____. • foundations of social responsibility • four key components of advertising • key elements of the advertising timeline • principles of accountability and integration

21. Strategy, message, media, and evaluation are the _____. • foundations of social responsibility • four key components of advertising • key elements of the advertising timeline • principles of accountability and integration The key components that describe advertising practices are strategy, message, media, and evaluation.

22. All of the following except _____ are key players in the advertising industry. • the advertiser • the agency • the consumers • the suppliers

23. All of the following except _____ are key players in the advertising industry. • the advertiser • the agency • the consumers • the suppliers The key players include the advertiser who sponsors the message, the agency, the media, and the suppliers who provide expertise.

24. A _____ is not a specialized agency. • creative boutique • full-service agency • media-buying service • None of the above

25. A _____ is not a specialized agency. • creative boutique • full-service agency • media-buying service • None of the above Rather than specializing in certain functions, industries, or markets, full-service agencies plan and manage accounts, and provide creative services and media planning.

26. Which of the following forces is changing the practice of advertising? • Consumer-generated advertising • Blurring lines and converging media • Accountability and effectiveness • All of the above

27. Which of the following forces is changing the practice of advertising? • Consumer-generated advertising • Blurring lines and converging media • Accountability and effectiveness • All of the above Advertising is being changed because consumers are taking control, the media environment is changing, and there is a demand for accountability and effectiveness.

28. Advertising is effective when it _____. • achieves its objectives • reaches niche markets • attracts mass viewership • wins advertising awards

29. Advertising is effective when it _____. • achieves its objectives • reaches niche markets • attracts mass viewership • wins advertising awards Advertising messages are effective when they achieve the advertiser’s objectives.

30. The first principle of _____ isthat “everything communicates.” • institutional brand communication • integrated marketing communication • informative advertising communication • international marketing communication

31. The first principle of _____ isthat “everything communicates.” • institutional brand communication • integrated marketing communication • informative advertising communication • international marketing communication Companies use integrated marketing communication to focus on the consistency of their brand communication to establish a coherent brand perception.