Test Your Advertising and Marketing Knowledge

Test your advertising knowledge by answering the following questions. Answers are found below the test.

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QUESTIONS:

1) The purpose of advertising and marketing is to increase sales.

a) True
b) False

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2) Marketing is the act of targeting specific groups of people based on demographics, i.e. “markets,” prior to and in support of the actual advertising and/or sales program.

a) True
b) False 

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3) Implementing the “4 Ps” (product, price, promotion, and place) through tactics such as promotions, email campaigns, specials, among others comprise the basic elements of marketing.

a) True
b) False

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4) Consumers’ perception of quality is the best measurement of good branding efforts.

a) True
b) False 

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5) Successful ads garner awards such as the coveted Clio Award.

a) True
b) False 

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6) Defining the various consumers' needs and their product/service usage is the best methodology for market segmentation.

a) True
b) False 

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7) Defining click-through rates is the best methodology for measuring internet advertising’s effectiveness.

a) True
b) False 

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8) A collection of brands, products, or services that consumers would consider purchasing is called a “consideration set.”

a) True
b) False 

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9) Brand extensions allow marketers to enhance brand associations from a brand in one category to a brand in another category.

a) True
b) False 

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10) Qualifications listed in a disclaimer diminish the brand’s perception.

a) True
b) False 

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ANSWERS:

1) False. Marketing and advertising goals are elements of the marketing mix and sales cycle that are better thought of in terms of communication objectives rather than sales objectives. While immediate conversion is possible, it’s primary purpose is to communicate repetitively and frequently through targeted outlets in order to bring the product or service to top-of-mind at the purchase point.

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2) False. This is actually an archaic definition of marketing. Today, because of the Internet, there are crossovers and blurring of lines between marketing, advertising, and sales departments roles. Marketing is no longer just about demographics and the data accumulated and used prior to the sales and advertising process, but is also now taking on the role of real-time, one-on-one behavioral tracking of an individual’s preferences. For example, if you are shopping online for cars, within days you might receive ads for cars, even if you are visiting an unrelated site.

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3) False. The 4Ps are the tactical elements of marketing. Before implementing the tactics, you must first have researched the brand’s current position, which includes identifying the brand’s (internal) Strengths and Weaknesses as well as its (external) Opportunities and Threats (SWOT). From there, a marketing plan must be developed, which includes target market, brand positioning statement, goals, objectives, strategies, and tacticals; tacticals being the last item in the plan.

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4) False. Measuring a consumer’s perception of quality is as varied as the number of people you survey. People have different opinions as well as levels of quality. A more quantitative, and thereby productive, approach would be to learn of specific features and benefits of a brand that consumers like and look for.

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5) False. An ads success depends on the objectives set prior to implementation, and whether or not those objectives were met. Some goals might include increased brand or company name awareness, increased knowledge, or an increase in positive opinions.

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6) True. Understanding the various demographics and the psychographics of a market is the best tool for market segmentation as consumers buy according to benefits and needs. Your product may have several benefits that meet different needs in different markets. Market segmentation will allow you to speak the language of a particular demographic without confusing or turning off another demographic.

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7) False. Internet ads work the same as magazine ads. They provide information and resources to keep your brand top-of-mind when the consumer is ready to purchase. Usually a consumer is online for specific reasons other than viewing advertisements. That's why constant brand awareness--staying in front of the prospect--by implementing Internet advertising can go a long way when the prospect IS online looking for your specific product line or service.

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8) True. When a consumer is considering a purchase, they first narrow the field to a certain number of brands… the consideration set. This is the first step towards a purchase, and if you want to be the chosen one in the end, you need to be in the consideration set from the beginning.

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9) True. Brand names evoke certain benefit associations such as reliability, safety, ease, or convenience. Extending the brand to other product categories gives opportunity to infuse those categories with the same brand benefits.

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10) False. Disclaimers only affect the brand’s perception to the degree of the consumer’s motivation to think about the disclaimer, how explicit the disclaimer is, and the time the consumer invests in thinking about the disclaimer.