Test Bank Solutions Manual For Contemporary Advertising 16th Edition By Arens PDF
| Title | Test Bank Solutions Manual For Contemporary Advertising 16th Edition By Arens |
|---|---|
| Author | Student Resources |
| Course | Advertising and Society |
| Institution | New York University |
| Pages | 81 |
| File Size | 4.6 MB |
| File Type | |
| Total Downloads | 66 |
| Total Views | 123 |
Summary
Test Bank, Solutions Manual, ebook, CONNECT Assignments and Learn Smart Quizzes for Contemporary Advertising 16th Edition By William Arens • ISBN10: 1260259307 , ISBN13: 9781260259308...
Description
6/4/2020
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1.
Award:
IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.
True False
IMC helps companies adopt a consumer-centric, rather than marketer-centric, perspective in creating brand messages.
Difficulty: 1 Easy
2.
Learning Objective: 01-01 Define integrated marketing communications.
Award:
Marketing communications refers to the internal communication at a company.
True False
Marketing communications encompasses the many forms companies use to promote their products and services: commercials, websites, text messages, coupons, sales letters, etc.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-02 Clarify what advertising is and how it differs from other kinds of marketing communications.
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3.
Award:
According to the interactive model of communication, marketers dominate the exchange of messages.
True False
According to the interactive model of communication, marketers no longer dominate the exchange of messages.
Difficulty: 1 Easy
4.
Learning Objective: 01-03 Describe the human communication process and compare it with how advertising communicates.
Award:
The sponsor of a product does not usually produce the advertising message.
True False
The sponsor does not usually produce the message. That is the typical role of the sponsor's ad agency.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-03 Describe the human communication process and compare it with how advertising communicates.
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5.
Award:
The implied consumers are people in the real world who make up the ad's target audience and who critically evaluate the arguments made by the ad.
True False
The implied consumers, who are addressed by the ad's persona, are not real. They are imagined by the ad's creators to be ideal consumers who accept uncritically the arguments made by the ad.
Difficulty: 1 Easy
6.
Learning Objective: 01-03 Describe the human communication process and compare it with how advertising communicates.
Award:
No amount of advertising can win back a customer lost as the result of shoddy products or poor service.
True False
Great marketing will not bring back a customer lost as the result of shoddy products or poor service.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
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7.
Award:
Defensive marketing typically costs less than offensive marketing because it isn't easy to lure satisfied customers away from competitors.
True False
Defensive marketing typically costs less than offensive marketing because it isn't easy to lure satisfied customers away from competitors. In fact, it costs five to eight times as much in marketing, advertising, and promotion to acquire a new customer as it does to keep an existing one.
Difficulty: 1 Easy
8.
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
Award:
An example of a basic transactional relationship is when you buy a car and the car dealer reminds you to call them if there are any problems with the vehicle.
True False
In a basic transactional relationship a company sells the product but does not follow up in any way, such as when you buy a meal at a fast food chain.
Difficulty: 2 Medium
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
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9.
Award:
In an accountable relationship, a salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.
True False
In an accountable relationship, a salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.
Difficulty: 1 Easy
10.
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
Award:
High profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.
True False
Low profit margins per customer suggest that the marketer should pursue basic transactional relationships augmented by brand image advertising.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
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11.
Award:
While IMC is a concept it isn’t really a process.
True False
IMC is both a concept and a process.
Difficulty: 1 Easy
12.
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
Award:
Synergy is the principal benefit of IMC.
True False
The concept of integration is wholeness. Achieving this wholeness in communications creates synergy —the principal benefit of IMC—because each element of the communications mix reinforces the others for greater effect.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
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13.
Award:
For a company to truly understand IMC, it must view it through their own eyes and not let customer preference cloud their view.
True False
Clearly, to understand IMC, we have to look through the customer’s eyes. Customers develop perceptions of the company or brand through a variety of sources: news reports, word of mouth, gossip, experts’ opinions, financial reports, websites, blogs, and even the CEO’s personality.
Difficulty: 1 Easy
14.
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
Award:
Planned messages often have the least impact because they are seen as self-serving.
True False
Planned messages are the traditional promotional messages and often have the least impact because they are seen as self-serving.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
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15.
Award:
Messages from the product, price, or distribution elements are typically referred to as inferred messages.
True False
Messages from the product, price, or distribution elements are typically referred to as product (or inferred) messages.
Difficulty: 1 Easy
16.
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
Award:
Companies have the most control over unplanned messages.
True False
Companies have little control over the unplanned messages that emanate from employee gossip, unsought news stories, comments by the trade or competitors, word-of-mouth rumors, or major disasters.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-04 Offer reasons why companies want relationships with their customers and show how IMC helps them to develop such relationships.
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17.
Award:
Of all the business functions, marketing is the only one whose primary role is to bring in revenue.
True False
Of all the business functions, marketing is the only one whose primary role is to bring in revenue.
Difficulty: 1 Easy
18.
Learning Objective: 01-05 Define marketing and identify the four elements of marketing strategy.
Award:
While the marketing process isn’t involved with developing products, it is involved with pricing them, promoting them, and making them available to customers.
True False
This process includes developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-05 Define marketing and identify the four elements of marketing strategy.
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19.
Award:
Companies aim trade advertising at resellers to obtain greater distribution of their products.
True False
Companies aim trade advertising at resellers (wholesalers, dealers, and retailers) to obtain greater distribution of their products.
Difficulty: 1 Easy
20.
Learning Objective: 01-05 Define marketing and identify the four elements of marketing strategy.
Award:
B2B advertising rarely uses consumer mass media and is typically invisible to consumers.
True False
Since business advertising (also called business-to-business, or B2B, advertising) rarely uses consumer mass media, it is typically invisible to consumers.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-05 Define marketing and identify the four elements of marketing strategy.
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21.
Award:
From the consumers’ viewpoint, if two brands are equal in quality, the one with the highest price is the best value.
True False
If two brands are priced similarly, the one highest in quality is the better value. If two brands are equal in quality, the one with the lowest price is the best value.
Difficulty: 1 Easy
22.
Learning Objective: 01-06 Illustrate IMC's role in marketing strategy.
Award:
Image advertising, which creates a perception of a company or a personality for a brand, is rarely explicit about price.
True False
Image advertising, which creates a perception of a company or personality for a brand, is rarely explicit about price.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-06 Illustrate IMC's role in marketing strategy.
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23.
Award:
In global advertising, messages are rarely consistent in ads placed around the world.
True False
In global advertising, messages are consistent in ads placed around the world.
Difficulty: 1 Easy
24.
Learning Objective: 01-06 Illustrate IMC's role in marketing strategy.
Award:
Personal selling would typically be used by companies producing consumer beauty products such as lotion and shampoo.
True False
Personal selling is for conveying information and consummating the sale especially on high-ticket items such as cars and real estate.
Difficulty: 2 Medium
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-07 Identify important categories under promotion: the communication element of strategy.
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25.
Award:
Media advertising is the only promotional tool that companies use to communicate information about themselves and their brands.
True False
Companies use a wide variety of promotional tools other than media advertising to communicate information about themselves and their brands. These collateral materials include fliers, brochures, catalogs, posters, sales kits, product specification sheets, instruction booklets, and so on.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-07 Identify important categories under promotion: the communication element of strategy.
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26.
Award:
When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing
integrated marketing communications.
sales promotion.
word-of-mouth advertising.
personal selling.
viral marketing.
When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing integrated marketing communications, or IMC.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-01 Define integrated marketing communications.
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27.
Award:
________ is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
Advertising
Word-of-mouth publicity
Sales promotion
Direct marketing
Public relations
Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-02 Clarify what advertising is and how it differs from other kinds of marketing communications.
15/81
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28.
Award:
All Wheels Motor Group hired an advertising agency to promote its products. All Wheels Motor group is the ________ of the advertising.
author
sponsor
persona
actor
player
The company that is advertising a product or idea is the sponsor.
Difficulty: 3 Hard
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-03 Describe the human communication process and compare it with how advertising communicates.
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29.
Award:
A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n)
composer.
benefactor.
persona.
author.
source.
A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a persona.
Difficulty: 1 Easy
https://ezto.mheducation.com/hm marketing.tpx
Learning Objective: 01-03 Describe the human communication process and compare it with how advertising communicates.
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30.
Award:
The advertisement for the auto insurance company included a young woman who had been injured in a car accident because she wasn’t wearing her seat belt. She shared her story to let others know the importance of using seat belts. Th...
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