1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 1 The New World of Marketing Communication

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 2 The basic purpose of advertising has always been to _____. 1.sell a product 2.separate fact from fiction 3.promote a corporate agenda 4.amuse the consumer base

3. 1.sell a product 2.separate fact from fiction 3.promote a corporate agenda 4.amuse the consumer base Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 3 The basic purpose of advertising has always been to _____. The basic purpose of advertising has always been to sell a product, which can be goods, services, or ideas.

4. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 4 Advertising is a paid form of persuasive communication that uses media to _____. 1.connect an identified sponsor with buyers 2.provide information about products 3.link products to customers’ wants and needs 4.All of the above

5. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 5 Advertising is a paid form of persuasive communication that uses media to _____. 1.connect an identified sponsor with buyers 2.provide information about products 3.link products to customers’ wants and needs 4.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.

6. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 6 The term _____ refers to all forms of communication about a brand. 1.mass media intervention 2.public relations outreach 3.marketing communication 4.business communication

7. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 7 The term _____ refers to all forms of communication about a brand. 1.mass media intervention 2.public relations outreach 3.marketing communication 4.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.

8. 1.The social role 2.The economic role 3.The communication role 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 8 Which of the following is not an important role of advertising?

9. 1.The social role 2.The economic role 3.The communication role 4.None of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 9 Which of the following is not an important role of advertising? In addition to marketing communication, advertising also has a role in the functioning of the economy and society.

10. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 10 Advertising’s _____ promotes cost efficient marketing and lowers consumer prices. 1.societal role 2.economic role 3.marketing role 4.communications role

11. 1.societal role 2.economic role 3.marketing role 4.communications role Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 11 Advertising’s _____ promotes cost efficient marketing and lowers consumer prices. Since it reaches large groups of consumers, economists assert that advertising improves marketing cost efficiencies, thus lowering prices to consumers.

12. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 12 Brand advertising is _____. 1.the most visible type of advertising 2.a direct consumer-to-business medium 3.limited to business-to-business transactions 4.used by not-for-profit organizations

13. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 13 Brand advertising is _____. 1.the most visible type of advertising 2.a direct consumer-to-business medium 3.limited to business-to-business transactions 4.used by not-for-profit organizations Brand advertising is the most visible type of advertising. It is also known as national or consumer advertising.

14. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 14 _____ focuses on building a corporation’s identity or advancing its point of view. 1.Brand advertising 2.Nonprofit advertising 3.Institutional advertising 4.Public service advertising

15. 1.Brand advertising 2.Nonprofit advertising 3.Institutional advertising 4.Public service advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 15 _____ focuses on building a corporation’s identity or advancing its point of view. Institutional advertising focuses on establishing a corporate identity or winning the public over to an organization’s point of view.

16. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 16 Which of the following is not a part of the advertising timeline? 1.The Creative Revolution 2.The Era of Accountability 3.The Era of Capital Markets 4.The Scientific and Regulation Era

17. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 17 Which of the following is not a part of the advertising timeline? 1.The Creative Revolution 2.The Era of Accountability 3.The Era of Capital Markets 4.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.

18. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 18 The term “targeting” means that messages should be directed at _____. 1.Particular groups of prospective buyers 2.Fragmented groups of prospective buyers 3.Heterogeneous groups of prospective buyers 4.Unrelated groups of prospective buyers

19. 1.Particular groups of prospective buyers 2.Fragmented groups of prospective buyers 3.Heterogeneous groups of prospective buyers 4.Unrelated groups of prospective buyers Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 19 The term “targeting” means that messages should be directed at _____. Targeting is the idea that messages should be directed at particular groups of prospective buyers.

20. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 20 Strategy, message, media, and evaluation are the _____. 1.foundations of social responsibility 2.four key components of advertising 3.key elements of the advertising timeline 4.principles of accountability and integration

21. 1.foundations of social responsibility 2.four key components of advertising 3.key elements of the advertising timeline 4.principles of accountability and integration Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 21 Strategy, message, media, and evaluation are the _____. The key components that describe advertising practices are strategy, message, media, and evaluation.

22. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 22 All of the following except _____ are key players in the advertising industry. 1.the advertiser 2.the agency 3.the consumers 4.the suppliers

23. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 23 All of the following except _____ are key players in the advertising industry. 1.the advertiser 2.the agency 3.the consumers 4.the suppliers The key players include the advertiser who sponsors the message, the agency, the media, and the suppliers who provide expertise.

24. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 24 A _____ is not a specialized agency. 1.creative boutique 2.full-service agency 3.media-buying service 4.None of the above

25. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 25 A _____ is not a specialized agency. 1.creative boutique 2.full-service agency 3.media-buying service 4.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.

26. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 26 Which of the following forces is changing the practice of advertising? 1.Consumer-generated advertising 2.Blurring lines and converging media 3.Accountability and effectiveness 4.All of the above

27. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 27 Which of the following forces is changing the practice of advertising? 1.Consumer-generated advertising 2.Blurring lines and converging media 3.Accountability and effectiveness 4.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.

28. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 28 Advertising is effective when it _____. 1.achieves its objectives 2.reaches niche markets 3.attracts mass viewership 4.wins advertising awards

29. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 29 Advertising is effective when it _____. 1.achieves its objectives 2.reaches niche markets 3.attracts mass viewership 4.wins advertising awards Advertising messages are effective when they achieve the advertiser’s objectives.

30. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 30 The first principle of _____ is that “everything communicates.” 1.institutional brand communication 2.integrated marketing communication 3.informative advertising communication 4.international marketing communication

31. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 1 - 31 The first principle of _____ is that “everything communicates.” 1.institutional brand communication 2.integrated marketing communication 3.informative advertising communication 4.international marketing communication Companies use integrated marketing communication to focus on the consistency of their brand communication to establish a coherent brand perception.