ADV 201 Best Ads in the Universe TEST ONE
Choose the BEST answer. Be careful to keep the scantron very neat. The computer will mark you incorrect if you don’t.
1) According to the American Marketing Association, what is a brand? a. a name, term, sign, symbol, or any other feature that identifies one seller’s good or device from those of other sellers
2) According to David Aaker, a brand is:
a. an organization’s promise to a consumer to deliver what the brand stands for not only in terms of functional benefits but also emotional, self
expressive and social benefits
3) Branding defines:
a. what it is, what it stands for, personality, what it means to consumers, what you expect from it
4) People can be brands
5) Why do we create brands?
a. because brands are worth more money than products
6) Who is Ralph Lipschitz?
a. Ralph Lauren
7) What is the largest clothing company in the world?
8) What is number 2 largest clothing company?
a. Ralph Lauren
9) What are the 4 P’s of marketing?
a. Product, Price, Place, and Promotion
10) Name one company that gives “values” to brands.
a. Malboro, Coke, Nike, Sony
11) When valuing brands, we consider: (underlined - most important) a. Market(growing, declining, trendy, steady?), Stability(how well established), leadership(brand dominate the category?), internationality, trend (growth trend proves relevance to consumers), support (amount of investment the brand receives), protection (ability to sustain brand legally) 12) What is the most valuable brand in the world?
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13) To build a strong brand, you need to be:
a. hyper-focused, target market understanding, bold brand promise, human characteristics, create an unfair advantage in the marketplace
14) Who is Nike’s main advertising agency?
a. Weiden + Kennedy
15) An umbrella brand architecture:
a. FedEx, FedEx Ground
b. “using a single brand name for the sale of 2 or more products” 16) A product based brand architecture:
a. P&G - Downy, Febreeze, Tide
17) What are “brand attributes?”
a. functional and emotional associations which are assigned to a brand by its customers If you want to learn more check out name the pns neuroglial cell that forms myelin
18) Brand essence is:
a. the heart and soul of a brand
19) Brand awareness is
a. customer’s ability to retrieve a brand from memory when given the product category but not mentioning of the brand
20) A brand’s core values are defined as: Don't forget about the age old question of the marginal seller is the seller who
a. principles or philosophical ideology a brand lives up to
21) Brand Equity is:
a. attributes a brand “owns”
22) A brand experience is
a. experience a customer has when they come in contact with the brand 23) A brand extension is:
a. leveraging the values of your brand into a new and unrelated marketing segment
24) A brand image is defined as:
a. the image the customer has that comes as a result of the experience with product performance and brand communications
25) Brand Market Share is:
a. percentage of all sales in a product category that your brand has achieved 26) Brand Loyalty is:
a. the tendency to continue buying the same brand over and over 27) If I am brand loyal to Ben & Jerry’s ice cream and Wegman’s is all out of Ben & Jerry’s ice cream, what would you expect me to do?
a. drive to the vermont factory
28) A brand personality is:
a. set of human characteristics attributed to a brand If you want to learn more check out zee notes
29) What is the difference between a Brand Vision and a Brand Mission? a. Brand Vision - a statement of what the brand is trying to accomplish in the future
b. Brand Mission - a short written statement of the brand’s purpose in the lives of their consumers
30) A brand contact is:
a. Wherever and however a consumer comes into contact with your brand 31) Brands are primarily created through:
32) The American Marketing Association defines Marketing as:
a. the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large If you want to learn more check out byu humanities testing sign up
33) Who wrote the first ever Marketing textbook?
a. Jerome McCarthy
34) The 1950’s and 1960’s is known as the “make it and sell it period” because: a. we were coming out of the Depression and WWII
35) America came under increased competition in the 1960’s because: a. Europe had higher quality products and Asia had higher quality AND cheaper
36) In the 1970’s, American went from a product shortage to a product surplus. How did they handle that?
37) To try and sell more in the US during the 1970’s product surplus, companies did what?
a. Price Promotion - lower the price and consumers will buy
38) The 1980’s were a decade of product re-engineering. What does that mean? a. closing plants, reducing overheads, outsourcing/marketing pushed to background
39) The most important technological invention in the 1980’s in retail stores was: a. Skanners
40) The manufacturers controlled marketing until 1980 when retailers started controlling marketing. Who has the power today?
41) What percentage of Americans own a cell phone today?
a. 95% If you want to learn more check out wayne state university speech pathology
42) Professor Russell defined Marketing as:
a. The manipulation of product, price, place, and promotion to maximize sales and or profitability
43) What is a KPI?
a. Key Performance Indicators
44) When Northwestern University asked consumers to define what advertising is and isn’t, they said:
a. paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (target audience) provide information about products (goods, services and ideas), and interpret the product’s features in terms of the customer’s needs and wants.
45) The Russell/Sheehan simplified advertising definition say advertising is: a. a sponsored message intended to persuade you to think, do, or buy something
46) What can advertising do for a brand?
a. build awareness, create an image, provide information, persuade consumers of your products benefits, provide incentives to buy, reinforce past purchases
47) The Old Spice commercial starring Isaiah Mustafa targets:
a. women to buy men deodorant
48) Name three things that make an ad effective:
a. separates your brand from all other’s in consumer’s minds, creates a memorable impression of the brand, and influences consumers to purchase your brand
49) The ad agency which started in 1970 and was #1 largest in the world by 1986 was:
50) The largest marketing influencer in the world is:
a. PewDiePie (Felix Kjelberg)
51) Key components of advertising include:
a. Strategy (what im trying to accomplish), message (how I try to accomplish it) media (where I try to accomplish it, evaluation (did I accomplish it?) 52) Old Spice is a good example of what kind of advertising?
a. brand advertising
53) Amnesty International is an excellent example of what kind of advertising? a. non profit advertising
54) Car dealer Billy Fuccillo’s “It’s Huge” is a great example of what kind of advertising?
a. local/retail advertising
55) The four groups of people necessary for the creation and distribution of advertising are:
a. advertiser, advertising agency, suppliers, and media
56) The main four departments in an ad agency are:
a. account management, account planning/research, media planning and buying, and creative development and production
57) How is advertising regulated in America?
a. industry self regulation, government regulation, consumer lawsuits, and media review
58) The main government bodies which regulate advertising are:
a. FDA (Food and Drug Administration), FCC (Federal Communications Commission), and FTC (Federal Trade Commission)
59) Why was the AMVETS “Please Stand” ad rejected from the 2018 Super Bowl program?
a. for making a “political statement”
60) Define “puffery.”
a. advertising that claims that directly praises a product with subjective opinions or superlative language
61) Greenwashing is:
a. statement products are “green” or environmentally friendly with no substantiated proof
62) Ariel’s Share the Load is an attempt to:
a. get men to start doing laundry
63) Why are we allowed to advertise products that science shows actually kills people?
a. freedom of speech
64) Who is Susan Glenn?
a. “the girl that got away” - Axe created this campaign for men to “get the courage” to end up with their perfect girl that they are too nervous to talk to
65) The famous Ellen DeGeneres “Oscars selfie” was really:
a. an endorsement
66) How much was President Barack Obama paid for modeling a Weatherproof coat at the Great Wall of China?
67) The important thing to remember about communications models is: a. to think of communications as a flow of messages from a sender to a receiver (and sometimes back again) with the interruptions of noise 68) Remembering a celebrity in an ad, but not the brand is a good example of: a. noise
69) How do you stand out in the clutter?
a. do something unexpected
70) Hard sell advertising believes:
a. the best way to persuade consumers is via rational “reason why” messaging
71) USP stand for:
a. Unique Selling Proposition
72) The “master” of hard sell advertising was:
73) Soft sell advertising:
a. focuses more on things like product association, image
b. sells to the heart
74) One very popular type of soft sell advertising is:
a. Lifestyle advertising
75) Lifestyle advertising:
a. tries to reflect a target consumer’s lifestyle back at them showing how the product fits in or complements that lifestyle.
76) The “master” of soft sell advertising was:
77) When creating an advertising campaign, step one is:
a. the problem statement
78) Objectives are:
a. what we are trying to accomplish
79) Strategies are:
a. how we are going to accomplish them
80) How do you describe research that has been conducted by a third party? a. Secondary research
81) How do you describe research than you design and conduct?
a. Primary research
82) What do you call the information, which describes the market circumstances a brand faces?
a. Situation Analysis
83) SWOT stands for:
a. Strengths, Weaknesses, Opportunities, Threats
84) What do you call research with a large enough sample size to be projectable to the population?
a. Quantitative research
85) In depth research designed to gain greater understanding is called: a. Qualitative research
86) Demographics are:
a. attributes of populations, such as gender, age, geographic distribution, income, and education.
87) Psychographics are:
a. attitudes or opinions held by certain groups of consumers
88) What is a focus group?
a. a group of people brought together to talk about a product
89) When you watch shoppers shop you are doing what kind of research? a. observational
90) An ethnography is:
a. scientists studying how a consumer uses a product
91) Big Data is simply:
a. algorithms that collect what we do online
92) An insight is:
a. an interpretation of research findings or data that allows you to perceive a deeper meaning into the inner workings of the consumer, or the product, or the category
b. the ability to see and understand clearly the inner nature of things 93) What is the #1 most award winning ad agency in the world for 2017 according to the Gunn Report?
94) The most awarded brand for 2017 was
95) The most awarded ad of 2017 is
a. Meet Graham
96) Ubrew in Italy managed to get all other beer brewers to advertise their brand by doing what?
a. naming their beer “Responsibly” so other beer brands were advertising their beer without knowing it
97) In the IKEA “Retail Therapy” commercial, how do they get consumers to see their products?
a. IKEA renamed their products to different everyday problems so when people googled these questions, IKEA products came up since they were the same name
98) Who is Justino?
a. mannequin factory night security guard from Spain Christmas Lottery commercial
99) According to the movie Art & Copy, Dan Wieden came up with the idea for “Just do it” for Nike when reading an article about:
a. a criminal who was about to be killed on the electric chair and he said “lets do it”
100)This is the 100th question