Question 1

Who among the following introduced the idea that every ad must point out the product's USP?

Accepted Answer

A)   Rosser Reeves
B)   Leo Burnett
C)   David Ogilvy
D)   Bill Bernbach
E)   Claude Hopkins

Question 2

A. C. Nielsen produced the earliest catalogs, bringing a wide variety of products to new, rural markets.

Accepted Answer

A) True 
 B)False

Question 3

Beginning around 1980,the postindustrial age has been a period of relative stability.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a benefit provided to a company by strong brands?

Accepted Answer

A)   They tend to trigger price wars.
B)   They eliminate the chance of failure for new products completely.
C)   They garner consumer loyalty.
D)   They encourage customers to choose products from different companies.
E)   They ensure uniform pricing versus competitors.

Question 5

The most significant function of advertising is to lower the overall cost of sales.

Accepted Answer

A) True 
 B)False

Question 6

Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____.

Accepted Answer

A)   Johannes Gutenberg
B)   Benjamin Franklin
C)   Claude Hopkins
D)   Volney B. Palmer
E)   Francis Ayer

Question 7

Which of the following statements is true of the traditional advertising industry in America in the beginning of the 1990s?

Accepted Answer

A)   The traditional advertising industry suffered from overpopulation.
B)   Clients were satisfied with the results from their promotional dollars.
C)   The traditional advertising industry found it easiest to reach affluent consumers.
D)   The traditional advertising industry was deregulated, which led to international growth.
E)   The traditional advertising industry faced the greatest level of prosperity in its history during the postindustrial age.

Question 8

Who among the following is regarded as the father of advertising art and was the first American known to use illustrations in ads?

Accepted Answer

A)   Benjamin Franklin
B)   Johannes Gutenberg
C)   Samuel Johnson
D)   Samuel Pepys
E)   Marcel Bleustein-Blanchet

Question 9

A feature that differentiates a coffee-maker from other similar products in the market is its _____.

Accepted Answer

A)   trademark
B)   share of wallet
C)   Q score
D)   brand value
E)   unique selling proposition

Question 10

The advertising industry existed before the industrial age.

Accepted Answer

A) True 
 B)False

Question 11

_____ refers to a process by which marketers search for unique groups of people whose needs can be addressed through more specialized products.

Accepted Answer

A)   Relationship marketing
B)   Demarketing
C)   Action advertising
D)   Branding
E)   Market segmentation

Question 12

The sale or consumption of products rarely benefits or harms other people who are not involved in the transaction and who did not pay for the product.

Accepted Answer

A) True 
 B)False

Question 13

A market economy is characterized by two assumptions: the interest of the community and the presence of externalities.

Accepted Answer

A) True 
 B)False

Question 14

Economics has created the need for advertising and has made it a staple of the free enterprise system.

Accepted Answer

A) True 
 B)False

Question 15

_____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.

Accepted Answer

A)   Visual merchandising
B)   Mobile marketing
C)   Positioning strategy
D)   Market aggregation strategy
E)   Demarketing

Question 16

The record decline in advertising activity in America in 2001 resulted from:

Accepted Answer

A)   the lack of creative thinking in advertising.
B)   the declining popularity of television as a medium for the mass market.
C)   a mild recession, a weak stock market, and the burst of the dot-com.
D)   rapid deregulation.
E)   the increasing use of the Internet as an advertising medium.

Question 17

Which of the following is the marketing imperative for the 21st century?

Accepted Answer

A)   Diversification
B)   Divestment
C)   Customer relationship
D)   Direct selling
E)   Demarketing

Question 18

The assumptions characterizing a market economy describe an ideal economy,not one that actually exists.

Accepted Answer

A) True 
 B)False

Question 19

An ad in a fitness magazine offered a 30-day,free,at-home trial of an exercise bicycle with free shipping,and the option of returning the bicycle if the customer was not satisfied with it.The primary function of the ad was to:

Accepted Answer

A)   control competitive pricing practices.
B)   establish exclusive distribution rights for the bicycle.
C)   communicate the company's quality mission.
D)   induce consumers to try the bicycle.
E)   communicate information about the bicycle's after-sale service.

Question 20

Which of the following is true of a market economy?

Accepted Answer

A)   The government determines what and how much is produced and consumed.
B)   Firms and households rarely interact in the marketplace.
C)   Open competition between self-interested sellers advertising to self-interested buyers adversely affects product availability.
D)   The role of information is negligible with regard to buying decisions.
E)   People and firms pursue their own goals.

Exam 2: The Big Picture: The Evolution of Advertising and Imc

Which of the following statements is true of the traditional advertising industry in America in the beginning of the 1990s?

Correct AnswerverifiedShow Answer

The sale or consumption of products rarely benefits or harms other people who are not involved in the transaction and who did not pay for the product.

Correct AnswerverifiedShow Answer

The advertising industry existed before the industrial age.

Correct AnswerverifiedShow Answer

The most significant function of advertising is to lower the overall cost of sales.

Correct AnswerverifiedShow Answer

_____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that rank high on the consumer's priority list.

Correct AnswerverifiedShow Answer

Beginning around 1980,the postindustrial age has been a period of relative stability.

Correct AnswerverifiedShow Answer

Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by _____.

Correct AnswerverifiedShow Answer

An ad in a fitness magazine offered a 30-day,free,at-home trial of an exercise bicycle with free shipping,and the option of returning the bicycle if the customer was not satisfied with it.The primary function of the ad was to:

Correct AnswerverifiedShow Answer

The assumptions characterizing a market economy describe an ideal economy,not one that actually exists.

Correct AnswerverifiedShow Answer

A feature that differentiates a coffee-maker from other similar products in the market is its _____.

Correct AnswerverifiedShow Answer

Which of the following is true of a market economy?

Correct AnswerverifiedShow Answer

A market economy is characterized by two assumptions: the interest of the community and the presence of externalities.

Correct AnswerverifiedShow Answer

Which of the following is a benefit provided to a company by strong brands?

Correct AnswerverifiedShow Answer

Who among the following is regarded as the father of advertising art and was the first American known to use illustrations in ads?

Correct AnswerverifiedShow Answer

Economics has created the need for advertising and has made it a staple of the free enterprise system.

Correct AnswerverifiedShow Answer

A. C. Nielsen produced the earliest catalogs, bringing a wide variety of products to new, rural markets.

Correct AnswerverifiedShow Answer

Who among the following introduced the idea that every ad must point out the product's USP?

Correct AnswerverifiedShow Answer

Which of the following is the marketing imperative for the 21st century?

Correct AnswerverifiedShow Answer

The record decline in advertising activity in America in 2001 resulted from:

Correct AnswerverifiedShow Answer

_____ refers to a process by which marketers search for unique groups of people whose needs can be addressed through more specialized products.

Correct AnswerverifiedShow Answer

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Which of the following is the marketing imperative for the 21^st century?

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