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The New World of Marketing
Communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 1
The basic purpose of advertising
has always been to _____.
1.
2.
3.
4.
sell a product
separate fact from fiction
promote a corporate agenda
amuse the consumer base
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 2
The basic purpose of advertising
has always been to _____.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 3
Advertising is a paid form of persuasive
communication that uses media to _____.
1.
2.
3.
4.
connect an identified sponsor with buyers
provide information about products
link products to customers’ wants and needs
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 4
Advertising is a paid form of persuasive
communication that uses media to _____.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 5
The term _____ refers to all forms of
communication about a brand.
1.
2.
3.
4.
mass media intervention
public relations outreach
marketing communication
business communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 6
The term _____ refers to all forms of
communication about a brand.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 7
Which of the following is not
an important role of advertising?
1.
2.
3.
4.
The social role
The economic role
The communication role
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 8
Which of the following is not
an important role of advertising?
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 9
Advertising’s _____ promotes cost efficient
marketing and lowers consumer prices.
1.
2.
3.
4.
societal role
economic role
marketing role
communications role
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 10
Advertising’s _____ promotes cost efficient
marketing and lowers consumer prices.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 11
Brand advertising is _____.
1.
2.
3.
4.
the most visible type of advertising
a direct consumer-to-business medium
limited to business-to-business transactions
used by not-for-profit organizations
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 12
Brand advertising is _____.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 13
_____ focuses on building a corporation’s
identity or advancing its point of view.
1.
2.
3.
4.
Brand advertising
Nonprofit advertising
Institutional advertising
Public service advertising
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 14
_____ focuses on building a corporation’s
identity or advancing its point of view.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 15
Which of the following is not a part
of the advertising timeline?
1.
2.
3.
4.
The Creative Revolution
The Era of Accountability
The Era of Capital Markets
The Scientific and Regulation Era
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 16
Which of the following is not a part
of the advertising timeline?
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 17
The term “targeting” means that
messages should be directed at _____.
1.
2.
3.
4.
Particular groups of prospective buyers
Fragmented groups of prospective buyers
Heterogeneous groups of prospective buyers
Unrelated groups of prospective buyers
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 18
The term “targeting” means that
messages should be directed at _____.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 19
Strategy, message, media, and
evaluation are the _____.
1.
2.
3.
4.
foundations of social responsibility
four key components of advertising
key elements of the advertising timeline
principles of accountability and integration
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 20
Strategy, message, media, and
evaluation are the _____.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 21
All of the following except _____ are key
players in the advertising industry.
1.
2.
3.
4.
the advertiser
the agency
the consumers
the suppliers
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 22
All of the following except _____ are key
players in the advertising industry.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 23
A _____ is not a specialized agency.
1.
2.
3.
4.
creative boutique
full-service agency
media-buying service
None of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 24
A _____ is not a specialized agency.
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 25
Which of the following forces is changing
the practice of advertising?
1.
2.
3.
4.
Consumer-generated advertising
Blurring lines and converging media
Accountability and effectiveness
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 26
Which of the following forces is changing
the practice of advertising?
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 27
Advertising is effective when it _____.
1.
2.
3.
4.
achieves its objectives
reaches niche markets
attracts mass viewership
wins advertising awards
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 28
Advertising is effective when it _____.
1.
2.
3.
4.
achieves its objectives
reaches niche markets
attracts mass viewership
wins advertising awards
Advertising messages are effective when they achieve the
advertiser’s objectives.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 29
The first principle of _____ is
that “everything communicates.”
1.
2.
3.
4.
institutional brand communication
integrated marketing communication
informative advertising communication
international marketing communication
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 30
The first principle of _____ is
that “everything communicates.”
1.
2.
3.
4.
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.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 31