MKT 440 EXAM 1 QUESTIONS AND ANSWERS
100% CORRECT
What type of MARCOM objective is this ad related to?
(T-Mobile. We'll pay your family's termination fees when you trade in your devices. Switch
Today.) - ANSWER Persuading
Examples of paid media include mobile sites and blogs. (T/F) - ANSWER False. This is owned
media.
What is 360-degree branding? - ANSWER Using a range of promotional tools.
Discuss three ethical issues in advertising. - ANSWER 1. Advertising is untruthful and
deceptive. Deception occurs when an advertisement falsely represents a product, and
consumers believe the false representation. While some advertising is deceptive, it would be
naive to assume the most advertising is deceptive.
2. Advertising is manipulative. Critics claim that advertising has the power to influence people
to do things they would not do if they were not exposed to advertising. However, people are
aware that attempts are being made to persuade or influence them, and they have the
cognitive capacity to resist efforts to motivate them in a direction they wish not to be moved.
However, communicators can influence consumers.
3. Advertising is offensive and in bad taste. Critics contend that advertisements sometimes are
insulting to human intelligence, vulgar, and generally offensive to the tastes of many
consumers.
, 4. Advertising creates and perpetuates stereotypes. Critics claim that advertising tends to
portray certain groups in a very narrow and predictable fashion. While advertising may be
guilty of perpetuating stereotypes, it would be unfair to blame advertising for creating these
stereotypes, which, in fact, are perpetuated by all elements of society.
5. People buy things they don't really need. Advertising may influence consumer tastes and
encourages them to undertake purchases they may not otherwise make, but this criticism is a
value-laden judgement because who is to say what anyone else needs?
6. Advertising plays on people's fears and insecurities. Some advertisements appeal to the
negative consequences of not buying and using certain products, and certainly some
advertising attempts to influence consumer behavior by appealing to negative emotions.
What type of consumers are being targeted here?
"New Heinz culinair ketchup" - ANSWER Awareness class.
already aware of the product. it has built brand equity.
Age is the best indicator of how an individual lives and what role consumption plays. -
ANSWER False
Which brand name quality does EasyJet have? - ANSWER Suggestiveness.
100% CORRECT
What type of MARCOM objective is this ad related to?
(T-Mobile. We'll pay your family's termination fees when you trade in your devices. Switch
Today.) - ANSWER Persuading
Examples of paid media include mobile sites and blogs. (T/F) - ANSWER False. This is owned
media.
What is 360-degree branding? - ANSWER Using a range of promotional tools.
Discuss three ethical issues in advertising. - ANSWER 1. Advertising is untruthful and
deceptive. Deception occurs when an advertisement falsely represents a product, and
consumers believe the false representation. While some advertising is deceptive, it would be
naive to assume the most advertising is deceptive.
2. Advertising is manipulative. Critics claim that advertising has the power to influence people
to do things they would not do if they were not exposed to advertising. However, people are
aware that attempts are being made to persuade or influence them, and they have the
cognitive capacity to resist efforts to motivate them in a direction they wish not to be moved.
However, communicators can influence consumers.
3. Advertising is offensive and in bad taste. Critics contend that advertisements sometimes are
insulting to human intelligence, vulgar, and generally offensive to the tastes of many
consumers.
, 4. Advertising creates and perpetuates stereotypes. Critics claim that advertising tends to
portray certain groups in a very narrow and predictable fashion. While advertising may be
guilty of perpetuating stereotypes, it would be unfair to blame advertising for creating these
stereotypes, which, in fact, are perpetuated by all elements of society.
5. People buy things they don't really need. Advertising may influence consumer tastes and
encourages them to undertake purchases they may not otherwise make, but this criticism is a
value-laden judgement because who is to say what anyone else needs?
6. Advertising plays on people's fears and insecurities. Some advertisements appeal to the
negative consequences of not buying and using certain products, and certainly some
advertising attempts to influence consumer behavior by appealing to negative emotions.
What type of consumers are being targeted here?
"New Heinz culinair ketchup" - ANSWER Awareness class.
already aware of the product. it has built brand equity.
Age is the best indicator of how an individual lives and what role consumption plays. -
ANSWER False
Which brand name quality does EasyJet have? - ANSWER Suggestiveness.
