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WorksheetsAdvertising Chapter 8 Review
Total questions: 29
Worksheet time: 19mins
Storytelling is a creative element that can simultaneously create an emotional connection with the audience and emphasize important product features.
True
False
Using troublemakers, tricks, or rebels in advertising is a risky creative strategy that often backfires or “falls flat.”
True
False
It has been shown that teams come up with better ideas than individuals working alone, even when the idea generation process leads to clashing ideas.
True
False
An advertising campaign for a new product will typically try to encourage trial purchases as the first step toward building sales.
True
False
Once consumers have tried a new brand and developed a positive attitude toward it, advertisers have attained their ultimate goal.
True
False
Surveys, interviews, and focus groups are all examples of primary market research sources.
True
False
Accurate marketing research is rarely inexpensive.
True
False
Marketing research can help companies identify threats to the business as well as opportunities.
True
False
It is the responsibility of marketing researchers to keep personal information confidential, only using the information for lawful and ethical purposes.
True
False
Sweepstakes are an effective way to encourage new-product use through trial purchases and can also be used to encourage repeat purchases.
True
False
A bonus given to salespeople for selling a specific brand is known as a deal loader.
True
False
A trade allowance can take several forms, including a buying allowance, an advertising allowance, and/or a slotting allowance.
True
False
Creativity is probably best defined as having elements of
unexpectedness, relevant product information, and/or a character that represents the brand
unexpectedness, storytelling, and/or emotional content
factual information, statistics that are relevant to the target market, and/or storytelling
mischief, unexpectedness, and/or ideas conceived as a team
Commercials featuring Ford trucks pulling heavy loads, in combination with the tagline, “Built Ford Tough,” best exemplifies the use of
synergy
an emotional connection
concrete images
storytelling
Advertising a product’s benefits should focus on issues that are most relevant to consumers. If the target market is senior citizens, the MOST relevant issues might include
health and leisure time
image and esteem
family and the environment
none of these
All of the following are necessary steps in the marketing research process EXCEPT
developing the research design
developing an appropriate questionnaire
carefully identifying the problem
analyzing the data
Researchers primarily use two different processes when collecting data. These two basic processes are
online market research and in-person market research
primary market research and online market research
primary market research and secondary market research
data collection research and intuitive, creative research
All of the following are generally benefits of marketing research EXCEPT
it is an easy task that anyone in the company can perform
it reduces the risk of doing business
it helps a company identify threats and opportunities
it guides a company’s communication with consumers
To encourage the purchase of organic cotton clothing, a business decides to give away a free organic cotton T-shirt to the first one hundred customers who purchase any other item of organic cotton clothing. This best exemplifies a
loyalty marketing program
premium
rebate
point-of-purchase display
A certificate that can be redeemed for 25% off the price of any meal at a new, upscale restaurant best exemplifies the use of a
sample
coupon
rebate
premium
A food manufacturer wants to place a new cereal at eye level on the grocery store shelves of a retailer. The manufacturer is likely to offer the retailer a(n) _____ allowance.
buying
slotting
advertising
training
A really clever advertising campaign can get people talking, lead to news stories, and even make its way into everyday language. This is known as building (a) .
The first objective of an advertising campaign for a new brand is to build brand (a) .
A(n) (a) is a list of questions used to obtain facts, opinions, and attitudes.
A(n) (a) is an organized method of collecting, storing, processing, and reporting information that is needed to make marketing decisions.
A(n) (a) is an item offered to consumers for free or at a reduced price with the purchase of another item.
A refund of money after the purchase of a product, known as a (a) , is often used for products such as automobiles, computers, and major appliances.
A(n) (a) allows consumers to compete for a prize based on their skills or abilities.
A bonus given to salespeople for selling a specific brand is called (a) money.
