test 1 Flashcards
(40 cards)
IMC helps companies adopt a consumer-centric, rather than marketer-
centric, perspective in creating brand messages.
True
Marketing communications encompasses the many forms companies use
to promote their products and services: commercials, websites, text
messages, coupons, sales letters, etc.
False
According to the interactive model of communication, marketers no
longer dominate the exchange of messages.
False
The sponsor does not usually produce the message. That is the typical
role of the sponsor’s ad agency.
True
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.
False
n 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
Of all the business functions, marketing is the only one whose primary
role is to bring in revenue
True
In a free-market economy, when one company starts to make significant
profits, other companies immediately jump in to compete.
True
In a free-market economy, when one company starts to make significant
profits, other companies immediately jump in to compete.
False
Thousands of years ago, most human effort was devoted to meeting
basic survival needs: food, clothing, and shelter. There were no mass
media available for possible advertisers to use. Nevertheless,
archaeologists have found evidence of messages meant to encourage
trade among the Babylonians dating back as far as 3000 BC.
True
The most important economic factor that characterized the marketing
world of the postindustrial age was competition, intensified by lower
trade barriers and growing international trade.
True
Advertising has been a major factor in improving the standard of living
in the United States and around the world.
True
A market economy is characterized by two assumptions: the interest of the community and the presence of externalities.
False
When an advertiser acts unethically or irresponsibly, he/she automatically violates the law.
False
The moment a company begins to advertise, it sets off a chain reaction of economic events.
True
When a bakery claims through an ad that it bakes and sells the “best cinnamon rolls in the world,” it is using puffery.
True
Avoiding negative stereotypes is the same as ignoring cultural diveristy.
False
Companies have control over unplanned messages.
False
Comparative advertising is illegal in the United States
False
Advertising agencies cannot be held legally liable for fraudulent or misleading advertising claims as the products or services belong to their clients.
False
A TV ad for a soft drink falls under the category of _______ advertsing
Consumer Goods
A brochure about a ceiling fan, a pamphlet of recipes from the producers of cranberry juice products, and instructions that come with telephone systems are examples of
Collateral materials
A car dealer’s advertisement inviting people for a test drive is an example of the use of
sales promotion
The _________, who are addressed by the ad’s spokesperson, are not real.
implied consumers
