Question

1. The proponents of creative advertising argue that
Select one:
a. advertising should be designed to make consumers buy products that they do not want or need.
b. the more information in the ad, the more effective the ad is.
c. advertising should break through the clutter by focusing on logos and products.
d. the only purpose of advertising is to sell the product.
e. advertising should be designed to create an emotional bond between consumers and the brand or company.

2.Buzz marketing, consumer-generated marketing, and viral marketing are new names for what used to be known simply as word-of-mouth communication. Select one:
True False

3.Which of the following is true of integrated marketing communication? Select one:
a. It segregates and highlights various independent promotional activities.
b. It does not include sales promotion.
c. It is also typically referred to as mobile marketing.
d. It relies on mass-media advertising.
e. It calls for a "big picture" approach to promotional activities.

4.In-depth interviews involve a structured questionnaire that includes numerous yes-or-no questions. Select one:
True False

5.According to classical conditioning theory, there is no preexisting relationship between an unconditioned stimulus and unconditioned response. Select one: True False

6.A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _ execution. Select one:
a. emotional b. endorsement c. demonstration d. dramatization e. slice-of-life

7. Advertisements that create feelings, meanings, images, or beliefs about a product or service that can be activated when consumers use it are known as _ ads. Select one:
a. transformational b. rational c. reminder d. informational e. consumer-generated

8.Which of the following is an example of a nonpersonal communication channel? Select one:
a. magazines b. social media c. e-mail d. stress interviews e. telemarketing

Answer 1

1. Creative advertising refers to planning, creation and execution of advertisement involving all the people associated with promotional activities. Creative advertisements involve critical thinking and creation of advertisements in such a way that it strikes consumers emotionally.

Therefore the answer for first question is (e) advertising should be designed to create an emotional bond between consumers and the brand or company

2. Word of mouth is a form of advertisement where the satisfied and happy consumers spread the message about the brand and act as advertisers for the brand. Buzz word, consumer-generated marketing, and viral marketing all have same meaning; they are spread by consumers.

Therefore, the answer for second question is true

3. Integrated marketing communication (IMC) is a comprehensive and unified system of consumer interaction with a brand. IMC includes all forms of promotion namely; direct selling/personal selling, publicity, sales promotion, digital marketing etc. The purpose of IMC is to create integrated and unifying communication channels for seamless communication rather than treating every communication channel as separate.

Therefore, the answer for third question is e. It calls for a "big picture" approach to promotional activities.

4. In depth interviews explores the underlying behavior, attitude, motivation etc. of the people. It is a qualitative method wherein the interviewer captures the underlying elements of the interviewee based on his responses and body language. In depth interviews generally invite open ended answers and do not stick to yes/no, true/false.

Therefore, the answer for fourth question is false.

5. There is a pre-existing relationship between unconditional stimulus and unconditional response. The response for the pre-existing relationship is triggered by stimulus.

Therefore, the answer for fifth question is false.

6. Slice of life is a form of advertisement wherein a real life problem is presented along with its solution to the viewers.

Therefore, the answer for the sixth question is slice of life.

7. Transformational advertisement refers to advertising the brand in such a way that real experience of the product is activated and transformed after its actual use.

Therefore, the answer for seventh question is (a) transformational.

8. Personal communication involves contacting the consumers personally to advertise their brand. Examples of personal communication in marketing include e-mail, telephone, letters etc. Non personal communication refers to advertising a brand without directly contacting the consumers. Examples of non-personal communication include television ads, newspaper ads, publicity campaigns etc.

Therefore, the answer for eighth question is (a) magazines,