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(<strong>TCO</strong> 1) <strong>Which</strong> <strong>of</strong> <strong>the</strong> <strong>following</strong><br />
<strong>statements</strong> <strong>best</strong> <strong>defines</strong> <strong>value</strong>?<br />
(<strong>Points</strong> : 5)<br />
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1-which-<strong>of</strong>-<strong>the</strong>-<strong>following</strong>-<strong>statements</strong><strong>best</strong>-<strong>defines</strong>-<strong>value</strong>-points-5/<br />
MKTG 410 Advertising & Public Relations Week 4 Midterm Answers<br />
Question 1.1. (<strong>TCO</strong> 1) <strong>Which</strong> <strong>of</strong> <strong>the</strong> <strong>following</strong> <strong>statements</strong> <strong>best</strong> <strong>defines</strong> <strong>value</strong>? (<strong>Points</strong> : 5)<br />
Question 2.2. (<strong>TCO</strong> 1) Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its<br />
advertising needs. Momentum is only required to provide <strong>the</strong> necessary finances and does not take part in any<br />
decision making. In <strong>the</strong> given scenario, Momentum Automobiles would be classified as a(n) (<strong>Points</strong> : 5)<br />
Question 3.3. (<strong>TCO</strong> 1) Price, product, place, and promotion toge<strong>the</strong>r form <strong>the</strong> (<strong>Points</strong> : 5)<br />
Question 4.4. (<strong>TCO</strong> 2) A number <strong>of</strong> self-regulatory mechanisms have been established by <strong>the</strong> business<br />
community in an effort to control advertising practices, and among <strong>the</strong>m, <strong>the</strong> largest and <strong>best</strong> known is <strong>the</strong><br />
_____. (<strong>Points</strong> : 5)<br />
Question 5.5. (<strong>TCO</strong> 2) Advertisers are <strong>of</strong>ten supportive <strong>of</strong> voluntary self-regulation because (<strong>Points</strong> : 5)<br />
Question 6.6. (<strong>TCO</strong> 3) <strong>Which</strong> <strong>of</strong> <strong>the</strong> <strong>following</strong> <strong>best</strong> <strong>defines</strong> branding? (<strong>Points</strong> : 5)<br />
Question 7.7. (<strong>TCO</strong> 3) The _____ is a promotional planning tool that can be used by marketers to consider how<br />
each controllable element <strong>of</strong> <strong>the</strong> communications model interacts with <strong>the</strong> consumer's response process.<br />
(<strong>Points</strong> : 5)<br />
Question 8.8. (<strong>TCO</strong> 4) The market segmentation process (<strong>Points</strong> : 5)<br />
Question 9.9. (<strong>TCO</strong> 4) One important purpose <strong>of</strong> setting specific advertising goals and objectives is to (<strong>Points</strong> :<br />
5)<br />
Question 10.10. (<strong>TCO</strong> 4) Many marketing managers prefer sales-oriented objectives for advertising because<br />
<strong>the</strong>y believe that (<strong>Points</strong> : 5)<br />
Question 1. 1. (<strong>TCO</strong> 1) What kind <strong>of</strong> information should an advertising agency ga<strong>the</strong>r to help a new client<br />
succeed with a marketing campaign? (<strong>Points</strong> : 25)<br />
Question 2. 2. (<strong>TCO</strong> 2) Behavioral targeting has been attacked by many as an invasion <strong>of</strong> privacy. Describe <strong>the</strong><br />
meaning <strong>of</strong> behavioral targeting and <strong>the</strong> pros and cons <strong>of</strong> this ethical argument (<strong>Points</strong> : 25)<br />
Question 3. 3. (<strong>TCO</strong> 3) Many companies have maintained <strong>the</strong>ir same brand identify for years by keeping <strong>the</strong><br />
same logos, packaging, and so on, which o<strong>the</strong>r companies make changes over time. Give an example <strong>of</strong> a<br />
company in each category and explain why <strong>the</strong>ir decision is a sound one. (<strong>Points</strong> : 25)<br />
Question 4. 4. (<strong>TCO</strong> 4) Should companies use paid actors to endorse a product, or use spokespeople who<br />
have actually used <strong>the</strong> product? How would a company measure <strong>the</strong> difference? (<strong>Points</strong> : 25)
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