102 test bank for contemporary advertising and integrated marketing communication 13th edition by arens

102 Test Bank for Contemporary Advertising and
Integrated Marketing Communication 13th Edition by
Arens
True - False Questions
The ultimate goal of the marketing process is to build customer
relationships.
1.

True

2.

False

Companies use media advertising, also known as collateral materials, to
communicate information about themselves and their brands.
1.

True

2.

False

B2B advertising rarely uses consumer mass media and is typically
invisible to consumers.
1.

True

2.

False

Word-of-mouth qualifies as an advertising medium.
1.

True

2.

False

The three receiver dimensions are implied, sponsorial, and actual
consumers.
1.

True

2.

False


Implied consumers are the people in the real world who comprise the ad's
target audience.
1.

True

2.

False

The billboard advertising a car dealership is an example of a medium.
1.

True

2.

False

A real or an imaginary character, within the text of the ad, who lends some
voice or tone to the ad is referred to as persona.
1.

True

2.

False

In advertising, the sponsor's ad competing with hundreds of other
commercial and noncommercial messages is referred to as noise.
1.

True

2.

False

Companies that do not compete on price typically use image advertising
to create a particular perception of the company or personality for the
brand.
1.

True

2.

False

Every business organization typically performs a number of diverse
activities that are usually classified as operations, finance/administration,
and marketing.
1.

True

2.

False


Advertising is a type of marketing communications tool.
1.

True

2.

False

A car wash is an example of a good.
1.

True

2.

False

The objectives of awareness advertising are to create an image for a
product and to position it competitively with the goal of getting readers or
viewers to select the brand the next time they shop.
1.

True

2.

False

The three specialized types of business advertising are trade,
professional, and retail.
1.

True

2.

False

Sponsorial consumers are the gatekeepers who decide whether the ad will
run or not.
1.

True

2.

False

A spokesperson for a brand of golf clubs is part of the message
dimension for marketing communications.
1.

True

2.

False


The three source dimensions are the sponsor, the narrative, and the
author.
1.

True

2.

False

The source is the manufacturer of the product.
1.

True

2.

False

When Mariel uses a 50-cents-off coupon to purchase spaghetti sauce, she
is providing feedback.
1.

True

2.

False

Advertising reaches us through a channel of communication referred to
as a medium.
1.

True

2.

False

A firm's marketing activities are always aimed at a particular segment of
the population called the target market.
1.

True

2.

False

The only element in the marketing strategy that does not influence the
type of advertising to be used is the element of place.
1.

True

2.

False


Feedback employs a sender-message-receiver pattern, except that it is
directed from the receiver back to the source.
1.

True

2.

False

Designing a successful advertising campaign requires a broad
understanding of the whole marketing process.
1.

True

2.

False


Multiple Choice Questions - Page 1
In the receiver dimension of advertising, _____ are the people in the real
world who comprise the ad's target audience.
1.

A. personae

2.

B. actual consumers

3.

C. sponsorial consumers

4.

D. implied consumers

5.

E. creative director

In the receiver dimension of advertising, _____ are the gatekeepers who
decide whether the ad will run or not.
1.

A. persona

2.

B. advertising agency

3.

C. sponsorial consumers

4.

D. implied consumers

5.

E. authors

The text of each advertisement and commercial presumes an audience. In
terms of the receiver dimension of advertising, this audience is:
1.

A. persona.

2.

B. actual consumers.

3.

C. sponsorial consumers.

4.

D. implied consumers.

5.

E. creative director.

Which of the following statements about advertising media is true?
1.

A. WOM is a type of advertising media.


2.

B. Addressable media and interactive media are synonyms.

3.

C. The Internet is classified as a noninteractive advertising medium.

4.

5.

D. An advertising medium is any nonpersonal means used to present an ad to a
target market.
E. WOM is a more structured type of media than most other mass media.

Andy Gee operates a catering business that can prepare barbecue for
2,000 people. In a trade journal, Gee learned about a new kind of meat
thermometer that was designed to operate in temperatures as high as
290°C. Gee used _____ to become familiar with this new product.
1.

A. encoded message

2.

B. public service message

3.

C. mass communications

4.

D. WOM

5.

E. intangible services

To the consumers of cosmetics, Halle Berry, who appears as a
spokesperson in commercials, is a(n):
1.

A. encoder.

2.

B. sponsor.

3.

C. media personality.

4.

D. author.

5.

E. persona.

Advertising reaches us through a channel of communication referred to
as a:
1.

A. feedback.

2.

B. medium.

3.

C. public service message.


4.

D. distribution channel.

5.

E. noise.

In the _____ advertising message, a third-person persona tells a story
about another person to an imagined audience.
1.

A. autobiographical

2.

B. demographic

3.

C. narrative

4.

D. biographical

5.

E. drama

Which of the following is an example of a source dimension for an ad for
jeans?
1.

A. The ad's slogan

2.

B. The product itself

3.

C. The manufacturer of the jeans

4.

D. The dramatic message of the ad

5.

E. Sponsorial consumers

Which of the following is the best example of a good?
1.

A. Math tutoring

2.

B. A car wash

3.

C. Greeting cards

4.

D. An accountant's tax preparation business

5.

E. A dry cleaner's spot removal certification guarantee

Which of the following is NOT an example of an advertising medium?

1.

A. The Internet

2.

B. Broadcast television


3.

C. Newspaper

4.

D. Word-of-mouth

5.

E. A NASCAR automobile

Internet is an example of _____ media.
1.

A. interactive

2.

B. print

3.

C. nontraditional

4.

D. broadcasting

5.

E. addressable

In advertising, the source dimension includes:
1.

A. the sponsor, the author, and the persona.

2.

B. the headline, the body copy, and the closing.

3.

C. the implied, sponsorial, and actual decoders.

4.

D. autobiography, narrative, and drama values assigned to the message.

5.

E. the biography, the epic and the invective.

Because advertising is typically directed to groups of people rather than
to individuals, advertising is referred to as:
1.

A. a non-persuasive communication.

2.

B. a network medium.

3.

C. a general medium.

4.

D. non-directed communication.

5.

E. mass communication.

Which of the following statements about advertising is true?
1.

A. Advertising is considered individual communication.

2.

B. Advertising is just a business process.

3.

C. Advertising has an identifiable sponsor.

4.

D. Advertising is unstructured communication.

5.

E. Marketing communications are just one type of advertising.

In terms of the application of the human communication process to
advertising, the restaurant owner who read all of the copy in an ad for the
international trade show for people in the food and drink industry would
be a(n):
1.

A. encoder.

2.

B. medium.

3.

C. receiver.

4.

D. source.

5.

E. channel.

In the _____ advertising message, "I" tell a story about myself to "you,"
the imaginary audience eavesdropping on my personal experience.
1.

A. autobiographical

2.

B. demographical

3.

C. narrative

4.

D. biographical

5.

E. drama

In 2005, singer Enrique Iglesias signed a multi-year deal as spokesperson
for a new fragrance. Iglesias will be part of the _____ dimension in ads for
the new fragrance.
1.

A. message

2.

B. channel

3.

C. decoder


4.

D. source

5.

E. receiver

When Oren buys a cup of coffee to drink and when Joachim buys a
newspaper to read on the train, both are acting as:
1.

A. buying centers.

2.

B. consumers.

3.

C. reference groups.

4.

D. strategic points of service.

5.

E. opinion leaders.

As artful imitations of life, advertising uses one or a blend of three literary
forms. These are:
1.

A. sponsor, author, persona.

2.

B. implied, actual, and sponsorial.

3.

C. invective, philosophy, and saga.

4.

D. novel, epic and academic journals.

5.

E. narrative, autobiography, and drama.

In advertising, the receiver dimension includes:
1.

A. encoders, decoders, and feedback.

2.

B. implied, actual, and sponsorial consumers.

3.

C. brand-loyal, product-loyal, and general consumers.

4.

D. the art director, its personae, and authors.

5.

E. feedback, perception, and behavior.

Which of the following is the best example of a service?
1.

A. A 2-year warranty on gym equipment

2.

B. A how-to book on losing weight


3.

C. Flowers for Mother's Day

4.

D. Gift wrapping paper sold as an elementary school fund-raiser

5.

E. A social worker's PDA that lists all clients by area of need

There is an ad for pretzels in a women's magazine. In terms of applying
the human communication process model to advertising, the magazine
serves as a(n):
1.

A. encoder.

2.

B. medium.

3.

C. receiver.

4.

D. source.

5.

E. channel.

In terms of the source dimension of advertising, the copy writer and the
art director are categorized as:
1.

A. receivers.

2.

B. authors.

3.

C. implied consumers.

4.

D. sponsors.

5.

E. personae.

_____ is the structured and composed nonpersonal communication of
information, usually paid for and usually persuasive in nature, about
products or ideas by identified sponsors through various media.
1.

A. Marketing

2.

B. Sales promotion

3.

C. Advertising

4.

D. Personal selling

5.

E. Collateral materials


In the _____ advertising message, the characters act out events directly in
front of an imagined empathetic audience.
1.

A. autobiographical

2.

B. demographic

3.

C. narrative

4.

D. biographical

5.

E. drama

52 Free Test Bank for Contemporary Advertising and
Integrated Marketing Communications 13th Edition by
Arens Multiple Choice Questions - Page 2
Which of the following is the most likely potential target market for a
manufacturer who is licensed by a wrestling entertainment company to

make Halloween costumes based on characters seen in their matches?
1.

A. People who enjoy Olympic wrestling

2.

B. Pre-teen males who wish to emulate their favorite wrestlers

3.

C. People who believe wrestling promotes violence

4.

D. Parents who are sports enthusiasts

5.

E. Anyone who has attended a wrestling match

What is a role of advertising in marketing?
1.

A. It includes developing products and pricing them strategically.

2.

B. To inform, persuade, and remind groups of customers about the company's
goods and services.

3.

C. To deal directly with customers, face-to-face conveying information, giving
demonstrations on high-ticket items such as real estate and furniture.

4.
5.

D. To make the product available through the distribution network.
E. To earn a profit for the firm by consummating the exchange of products or
services with those customers who need or want them.


The process of integrating all the messages created by an advertiser's
various communication agencies and sent out by various departments
within the company to achieve consistency is called:
1.

A. integrated marketing communications.

2.

B. integrated project management.

3.

C. integrated accountability communications.

4.

D. integrated business administration.

5.

E. integrated employee communications.

The brochure you receive from the ceiling fan manufacturer, the pamphlet
of recipes from the producers of cranberry juice products, and the
instructions that came with your new telephone system are all examples
of:
1.

A. sales gimmicks.

2.

B. premiums.

3.

C. sales promotions.

4.

D. bonus goods.

5.

E. collateral material.

Lee did not see the ad for the aquarium that was in Wednesday's local
paper because he was much more interested in an article on classic car
collectibles that was right next to the ad for the aquarium. In terms of the
communication process, the classic car article served as _____ for the
aquarium.
1.

A. noise

2.

B. feedback

3.

C. information overload

4.

D. a source maze

5.

E. a reception blocker


A growing concern about accountability, the proliferation of new media,
and the increasing cost of competition has led corporate management to
realize that:

1.

A. the mass media is the most specialized media.

2.

B. consumers are less sophisticated.

3.

C. tremendous gaps exist between what companies say in their advertising and
what they actually do.

4.

D. there is a need to allow multiple forms of marketing communications to work in
isolation in order to achieve consistency.

5.

E. there is a high degree of coordination among all the messages created by an
advertiser's various communication agencies.

The ad for sunny Florida beaches is designed to make people want to visit
Florida. It contains a Web site address and a toll-free number that can be
used by people planning a vacation to Florida. This type of advertising is
an example of:
1.

A. trade advertising.

2.

B. product advertising.

3.

C. awareness advertising.

4.

D. noncommercial advertising.

5.

E. direct-response advertising.

The two primary types of target markets are _____ markets.
1.

A. domestic and international

2.

B. internal and external

3.

C. demographic and psychographic

4.

D. business and consumer

5.

E. non-controllable and controllable


A restaurant owner, who read all of the copy in an ad for the international
trade show for people in the food and drink industry, decided to request a
registration form. In the context of advertisement, this is referred to as:
1.

A. acting as a source.

2.

B. providing feedback.

3.

C. creating a persona.

4.

D. using integrated marketing communications.

5.

E. creating a new communication channel.

The advertising used by high-end car companies creates the perception
that the automobile is a luxury product and is intended for the elite. Which
element of its marketing strategy most likely dictates its use of image
advertising?
1.

A. Production

2.

B. Promotion

3.

C. Distribution

4.

D. Price

5.

E. Product

The thirteen-year-old teenage boy will more than likely ignore the
commercial about preventing baldness because he is NOT the part of the
advertiser's:
1.

A. evoked set.

2.

B. consideration set.

3.

C. encoding market.

4.

D. persona dimension.

5.

E. target market.


An advertisement by a dishwashing liquid that invites you to visit their
Web site to learn how the product is being used to help our environment
is an example of:
1.

A. awareness advertising.

2.

B. product advertising.

3.

C. nonproduct advertising.

4.

D. noncommercial advertising.

5.

E. action advertising.

Of all the business functions, _____ is the only function whose primary
role is to bring in revenues.
1.

A. finance

2.

B. research and development

3.

C. human relations management

4.

D. marketing

5.

E. accounting

Which of the following activities refers to all the planned messages that
companies and organizations create and disseminate to support their
marketing objectives and strategies?
1.

A. Personal selling

2.

B. Publicity

3.

C. Marcom

4.

D. The communications process

5.

E. Promotion

What type of advertising would an organization devoted to finding cures
for catastrophic childhood diseases most likely use to raise donations?

1.

A. Trade advertising


2.

B. Product advertising

3.

C. Nonproduct advertising

4.

D. Noncommercial advertising

5.

E. Professional advertising

In 2002, a Swedish home electrical appliance manufacturer decided to use
the same advertising message wherever it advertised around the world. In
other words, the company decided to use:
1.

A. national advertising.

2.

B. international advertising.

3.

C. global advertising.

4.

D. regional advertising.

5.

E. local advertising.

The advertising targeted at the pet stores to increase the sale of pet food
is:
1.

A. trade advertising.

2.

B. professional advertising.

3.

C. consumer advertising.

4.

D. noncommercial advertising.

5.

E. retail advertising.

Which of the following types of advertising is considered good at creating
awareness and credibility for a business firm at relatively low cost?
1.

A. Sales promotion advertising

2.

B. Public relations advertising

3.

C. Direct-response advertising

4.

D. Nonproduct advertising


5.

E. Brand advertising

Which of the following aspect of advertising will be determined by the

marketing strategy?
1.

A. Which sales person would demonstrate the product to customers?

2.

B. What would be the incentive per product sale?

3.

C. Who should the target consumer be and what media should be used?

4.

D. How to build the company's image in the eyes of the employees and
stakeholders?

5.

E. What information should be included in product specification sheets?

In order to convey the benefits of sponsorship to a potential sponsor, a
rodeo show would most likely use _____. This enables the marketer to
answer the prospect's questions on the spot.
1.

A. personal selling

2.

B. direct-response advertising

3.

C. a sales promotion

4.

D. public relations

5.

E. nonproduct advertising

As of January 2006, a supermarket chain operated 142 supermarkets in
the New York-New Jersey and Philadelphia metropolitan areas. The store
only advertises in those states where it has stores. The store would more
than likely use _____ advertising.
1.

A. international

2.

B. local

3.

C. regional

4.

D. national

5.

E. global


A horse stable operator, who reads an ad for a worming medicine, decides
to call the toll-free number provided in the ad to see if the company can
deliver 40 doses of its worming medicine before Saturday morning. In the
context of the advertisement, this is referred to as:
1.

A. acting as a source.

2.

B. providing feedback.

3.

C. creating a persona.

4.

D. using bi-lateral marketing communications.

5.

E. creating a new communication channel.

Which of the following is a major drawback to the use of personal selling?
1.

A. Its low frequency and reach

2.

B. Its high per-customer costs

3.

C. Its inability to convey large amounts of information

4.

D. Its ineffectiveness as a motivator

5.

E. Its ineffectiveness to build brand value

Which of the following organizations is most likely to use PSA?
1.

A. Save our world

2.

B. The Home Depot

3.

C. Purina dog chow

4.

D. FedEx

5.

E. State Farm insurance

_____ is the process of planning and executing the conception, pricing,
distribution, and promotion of ideas, goods, and services to create
exchanges that satisfy the perceived needs, wants, and objectives of
individuals and organizations.
1.

A. Management


2.

B. Advertising

3.

C. Communications

4.

D. Logistics

5.

E. Marketing

The type of advertising published in a psychiatry journal aimed at the
practitioners is called:
1.

A. trade advertising.

2.

B. professional advertising.

3.

C. consumer advertising.

4.

D. noncommercial advertising.

5.

E. retail advertising.


Free Text Questions
Write a note on the nonpersonal aspect of advertising.
Answer Given

Advertising is directed to groups of people rather than to individuals. It is therefore
nonpersonal, or mass, communication. These people could be consumers, who
buy products like Minis for their personal use. Or they might be businesspeople
who buy fleets of cars for commercial or government use.

Why is feedback so important to the advertising communication process?
Answer Given

Feedback completes the cycle and verifies that the message was received.

List the three specialized types of business advertising.
Answer Given

The three specialized types of business advertising are trade, professional, and
agricultural (farm) advertising.

List and briefly describe the elements of the human communication
process model described in the text.
Answer Given

The various parts of the human communication process model are: (a) source—
formulates an idea, (b) encoding—encodes the idea as a message, (c) message

—a form of communication that can be understood, (d) channel—the message is
sent through a channel to another party, (e) receiver--this party receives the
message from the source through a channel, (f) decoding—to understand the
message the receiver must decode it, (g) feedback—a message that has been
sent is now acknowledged and a response is sent back to the source, and (h)
noise—can interfere with the message transmission or understanding.

How does the human communication process relate to the advertising
process?
Answer Given


The source is the sponsor, the message is the ad, the channel is the medium, the
receiver is the customer or prospect, and the noise is competing ads.

List and briefly define the three dimensions of advertising communication
identified by Barbara Stern.
Answer Given

(1) The source dimension includes the sponsor, who is legally responsible for the
communication, the author, who is typically either a copywriter or an art director,
and the persona the person who is the voice in the ads. (2) The message
dimension includes how the ad uses or blends the autobiographical message, the
narrative message, and the drama message. (3) The receiver dimension includes
the implied consumers, who are addressed by the persona, the sponsorial
consumers, who decide if the ad will run or not, and the actual consumers, who
are equivalent to the receivers in oral communications.

What is the difference between consumer and business advertising?
Answer Given

Usually sponsored by the producer (or manufacturer) of the product or service,
these ads are typically directed at consumers, people who buy the product for
their own or someone else's personal use. Companies use business advertising to
reach people who buy or specify goods and services for business use. It tends to
appear in specialized business publications or professional journals, in direct mail
pieces sent to businesses, or in trade shows. Since business advertising rarely
uses consumer mass media, it is typically invisible to consumers.

Which marketing communication tool is the most effective at reaching
more prospects at lower costs than personal selling?
Answer Given

Advertising is the marketing communication tool which is the most effective at
reaching more prospects at lower costs than personal selling.

What is the ultimate goal of the marketing process?
Answer Given

The ultimate goal of the marketing process is to earn a profit by consummating the
exchange of goods or services with those customers who need or want them.


What is the primary role of marketing in a business?
Answer Given

The primary role of marketing is to bring in revenue.

What are the two main types of target markets?
Answer Given

The two main types of target markets are consumers and businesses.

What is meant by the term 'advertising medium'? Give examples.
Answer Given

An advertising medium is any nonpersonal means used to present an ad to its
target audience. Examples of advertising mediums include radio advertising,
television advertising, newspaper ads, and so on.

What is the role played by the interactive media in the advertising
communication process?
Answer Given

The interactive media allows consumers to participate in the communication by
extracting the information they need, manipulating what they see on their
computers or TV screens in real time, and responding in real time.

Which element of the receiver dimension serves as a communication
gatekeeper?
Answer Given

he element of the receiver dimension which serves as a communication
gatekeeper is the sponsorial consumers.

Why is a word-of-mouth (WOM) advertising not an advertising medium?
Answer Given

Although WOM is a communication medium, it's not an advertising medium
because it is not structured, sponsored, or paid for.

What is the difference between global advertising and international
advertising?
Answer Given

Global advertising uses messages that are consistent around the world.
International advertising may contain different messages and even be created in
each geographic market.

What are the three elements of the source dimension of advertising
communication?
Answer Given

The three elements of the source dimension of advertising communication are the
sponsor, the author, and the persona.

What are the objectives of awareness advertising?
Answer Given

The objectives of awareness advertising are to create an image for a product and
to position it competitively with the goal of getting readers or viewers to select the
brand the next time they buy.

Which element of the receiver dimension is equivalent to the receivers in
oral communications?
Answer Given

The element of the receiver dimension that is equivalent to the receivers in oral
communications is the actual consumers.

What kind of advertising would typically be used by nonprofit
organizations?
Answer Given

Nonprofit organizations would typically use noncommercial advertising to seek
donations, volunteer support, or changes in consumer behavior.

Give some examples of collateral materials.
Answer Given