Chapter 1 Flashcards
_ is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media.
Advertising
Which of the following statements about advertising is true?
Advertising has an identifiable sponsor
Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as:
nonpersonal or mass communication
When Oren buys a cup of Starbucks coffee to drink and when Joachim buys New York Times newspaper to read on the train, both are acting as:
consumers
Which of the following organizations is most likely to benefit from a PSA?
United Way
Which of the following is the best example of a good?
greeting cards
Which of the following is the best example of a service?
a seminar on how to quit smoking
Which of the following is an example of a product?
all of the above: a dog obedience training course, a box of chocolate candy, the script for a new Broadway-bound musical, an idea for a new reality television show
Advertising reaches us through various channels of communication referred to as:
media
Which of the following is NOT an example of an advertising medium?
word of mouth between consumers
Of all the business functions, __ is the only function whose primary role is to bring in revenues.
marketing
___ is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods and service, to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.
marketing
which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in?
presence of opportunity costs
as a marketing tool advertising as a marketing tool is used to:
increase product use
As a marketing tool, advertising is used for all of the following purposes EXCEPT:
to insure that all products are offered at everyday low prices
During the preindustrial age, most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:
most people were illiterate and could not read
The period in the evolution of advertising that extended from the beginning of recorded history to roughly the start of the nineteenth century was called the
preindustrial age
What did the first ad in English advertise?
a prayerbook
Which of the following ages in the evolution of advertising was characterized but the Chinese inventing paper, Johannes Guttenberg inventing the printing press, and the Boston Newsletter beginning to carry advertisements that appealed to American colonists?
preindustrial age
In the history of advertising, the __ made possible the first advertising formats–posters, handbills,signs, and newspapers.
printing press
Benjamin Franklin
was the first American known to use illustrations in ads
During the __ age, manufacturers were principally concerned with production. The primary burden of marketing fell on the wholesalers. They used advertising primarily as an information vehicle. Advertising to the consumer was the job of the retailers and the large mail-order catalog companies.
industrializing
which of the following statements best describes how Volney b, Palmer influenced advertising?
in 1841, he set up the first professional advertising agency in the United States
What role did the firm N.W. Ayer & Son play in the history of U.S. advertising?
it was the first ad agency to charge a commission based on the “net cost of space”
Why did magazines become the ideal medium for advertising in the 1840’s?
magazines offered customized capabilities
Why is 1896 considered to be an extremely import an year for direct mail advertising and mail-order selling?
The federal government inaugurated rural free mail delivery
Which of the following events directly affected the growth of advertising in the nineteenth century?
all of the above: the increased literacy rate in the late 1800’s, the invention of the telegraph, the development of a nationwide railroad system, the inauguration of rural free delivery (RFD)
Which of the following factors occurred near the end of the nineteenth century and was most responsible for accelerating the usage of print ads by manufacturers who wished to sell their products?
the nation had reached a 90 percent literacy rate
With respect to the evolution of advertising in the United States, the __age started around the turn of the twentieth century and lasted well into the 1970’s.
Industrial
A decade after World War I ended, a significant event occurred then caused consumer sales resistance, corporate budged cutting, and advertising expenditures to plummet. This event was:
the stock market crashed on October 29 1929
The term__ can be used to explain why automobile manufacturers have continued to produce similar products and yet consumers have developed preferences for specific brands.
product differentiation
A products __ is a feature of features that differentiate it from competitive products.
unique selling proposition
__ is a process by which marketers searched for unique groups of people whose needs could be addressed through more specialized products.
Market segmentation
A(n) __ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumers priority list.
positioning strategy
For years Levi-Strauss advertised its jeans to baby boomers because that is what most baby boomers wore during the 1960’s, and baby boomers are trying to buy back their youth. Unfortunately, this strategy of making Levi’s baby boomer icon has decreased the brands appeal to today’s teens who perceive the Levi brand as old-fashioned. In this example, a(n) __ did not produce a positive effect.
positioning strategy
The __ age has been a period of cataclysmic change, For the first time, people became truly aware of the sensitive environment in which we live and became alarmed by our dependence on vital natural resources.
postindustrial
__is a type of marketing used to slow down the demand for certain products, such as energy-consuming goods.
Demarketing
There is some of the most beautiful scenery in the world at the Bannff National Park in Canada. Too many tourists have led to potential ecological disasters in the park. In response, park officials are trying to decrease the number of visitors to the park. They could use __ to accomplish this objective.
demarketing
An end to the Cold War came as the Berlin Wall came down and Western companies and financiers began to invest heavily in what were once called Warsaw Pact countries. Big multinational companies and their advertising agencies went on a binge, buying other big companies and adding a new term to the financial lexicon. This term was:
megamerger
Two related economic factors characterized the marketing world of the late 1980’s and early 1990’s in the United States. One of those factors was:
the gaining of traditional products and a corresponding growth of competition
By 2001, a decline in advertising activity imp aced the U.S. economy. The decline resulted from:
a mild recession, a weak stock market, and the bursting of the dot.com bubble
In an effort to do a better job of __, companies are now learning that they must be consistent in both what they say and what they do.
relationship marketing
What started as the internal manifestation of Tyson’s mission statement–a set of core values that includes being a faith based company–has turned into marketing to “faithful” consumers, with the beef, chicken, and pork marketer recently offering free prayer books with mealtime words of thanks expressed across different beliefs. By being consistent in both what it says and what it does. Tyson is engaged in:
relationship marketing
Because of the PC’s, the Internet, CD-ROMs, and cable TV advertising is evolving into a(n):
two-way medium
By publicizing the material, social and cultural opportunities of a free enterprise society, advertising has encouraged:
increased productivity by both management and labor
