Select the correct answer

21. ________ describes how individuals or groups select, purchase, or use products, as well as the needs and wants that motivate these behaviors.

A) Marketing

B) Consumption

C) Consumer behavior

D) Psychology

22. ________ is made up of tangible itemssuch as art, literature, buildings, and musicand intangible conceptssuch as knowledge, laws, morals, and customsthat together define a group of people or a way of life.

A) Society

B) Culture

C) Ethnicity

D) Behavior

23. ________ are simply rules learned through social interaction that specify or prohibit certain behaviors.

A) Norms

B) References

C) Values

D) Attitudes

24. Office rules, rigid work hours, and dress codes are all aspects of ________.

A) cross-cultural values

B) corporate culture

C) brand communities

D) cultural cohorts

Chapter 6

25. ________ identifies people who are in the market for a product in terms of their characteristics, attitudes, interests, and motivations.

A) Advertising research

B) Market research

C) Consumer research

D) Strategic research

26. When an agency gets a new client, the first thing the agency team should do is learn about the ________.

A) owner

B) social media

C) network of associations

D) brand

27. ________ is research on a message execution in its finished stages but before it appears in media.

A) Insight research

B) Copy testing

C) Pretesting

D) Message development research

28. A subset of a population that is representative of the entire population is called a ________.

A) sample

B) cohort

C) subculture

D) census

Chapter 7

29. ________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.

A) Insight mining

B) Situation analysis

C) Strategic research

D) Strategic planning

30. The percentage of the category purchases that are made by the brand's customers is known as ________.

A) customer equity

B) return-on-investment

C) share of market

D) share of voice

31. Which of the following refers to a description of what senior management sees as an organization's future?

A) vision statement

B) public relations

C) business philosophy

D) social philosophy

32. The O in SWOT analysis stands for ________.

A) ownership

B) opportunities

C) on-site

D) off-site

Chapter 8

33. Which dimension of effective advertising represents the "art" part?

A) strategic dimension

B) personal dimension

C) creative dimension

D) media dimension

34. In an advertising agency, who manages the creative process?

A) the account planner

B) the copywriter

C) the creative director

D) the client

35. Which type of message format is designed to arouse curiosity, not showing the product or delivering quite enough information to make sense?

A) teaser

B) slice-of-life

C) spokesperson

D) problem avoidance

36. Which of the following is a clever phrase that grabs consumers' attention and can be repeated to intensify memorability?

A) slogan

B) logo

C) testimonial

D) claim

Chapter 9

37. The person who shapes and sculpts the words in marketing communication is called a(n) ________.

A) account planner

B) art director

C) copywriter

D) creative director

38. Public relations news and feature stories are written and distributed to external media in a ready-to-publish format called a ________.

A) creative brief

B) news release

C) script

D) storyboard

39. ________ includes the elements in a print ad that are designed to be read and absorbed.

A) Body copy

B) Display copy

C) Adese

D) Brag-and-boast copy

40. Which element in print advertising conveys the main message so that people get the point of the ad?

A) headline

B) overline

C) body copy

D) subhead