Q&A Hero

Q: (p.8)The term mass media includes print media only. The other mediums are part of the general media.

Q: (p.17)Bo jangles; a fast food restaurant chain, is using a positioning strategy when it claims its chicken has "true taste of New Orleans."

Q: (p.8)The ultimate goal of the marketing process is to build a strong brand image.

Q: (p.9)The marketing strategy refines the target audience and defines what responses the advertiser is seekingwhat the audience should notice, think, and feel.

Q: (p.9-10)Our economy is based on the concept of perfect competition.

Q: (p.10)Lung cancer resulting from smoking is an example of an externality.

Q: (p.10)One of the functions of advertising as a marketing tool is to build value, brand preferences, and loyalty.

Q: (p.11)One of the basic functions of advertising is to communicate information about the product, its features, and its location of sale.

Q: (p.12)The pre-industrial age extended from the beginning of recorded history to first decades of the 1900s.

Q: (p.14)Benjamin Franklin was an early critic of advertising.

Q: (p.14)The industrializing age lasted roughly until the end of World War I.

Q: (p.14)For Americans, the profession of advertising began when Volney B. Palmer set up business in Philadelphia is 1841.

Q: (p.15)With the advent of public schooling, the United States reached an unparalleled 90 percent literacy rate.

Q: (p.15)The industrial age ended shortly after World War II.

Q: (p.16)The retailer of Craftsmen tools is using product differentiation when it advertises that unlike other tools, its brand of tools have a lifetime warranty.

Q: (p.7)Computer repair, ergonomic keyboards and printer ink cartridges are all examples of goods.

Q: (p.16)A product's USP is the feature that differentiates it from competitive products.

Q: (p.5)Advertising is just one type of marketing communications tool.