Marketing 101 Chapter 16 Quiz – Flashcards
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Which of the following is a difference between an attribute and a benefit of a product? A. An attribute includes pleasure or improved health, while a benefit includes an easy-open package or a special formulation. B. An attribute is simply a feature of a product, while a benefit is what consumers receive by using a product. C. An attribute is bought by consumers, while a benefit is not bought by consumers. D. An attribute cannot be experienced by consumers, while a benefit is tangible and can be experienced.
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B. An attribute is simply a feature of a product, while a benefit is what consumers receive by using a product.
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Which of the following statements is true of executional styles? A. Injecting humor into an advertisement is the least effective executional style. B. Executional styles often dictate what type of media is to be employed to convey the message. C. Scientific executional styles lend themselves well to billboard advertising. D. A message can be easily communicated through humor in print or magazine advertising.
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B. Executional styles often dictate what type of media is to be employed to convey the message.
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A disadvantage of newspaper advertising is that: A. it may not be the best vehicle for marketers trying to reach a very narrow market. B. it does not allow manufacturers and retailers to split the costs of advertising. C. it does not lend itself well to cooperative advertising. D. it has low geographic selectivity and flexibility.
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A. it may not be the best vehicle for marketers trying to reach a very narrow market.
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An alternative to a commercial spot is _____, a thirty-minute or longer advertisement, which is relatively inexpensive to produce and air. A. a sweepstake B. the frequent buyer program C. the infomercial D. a premium
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C. the infomercial
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If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used. A. competitive advertising B. comparative advertising C. pioneering advertising D. institutional advertising
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D. institutional advertising
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In the context of the effects of advertisements, humorous advertisements: A. are effective at shaping attitudes when consumers already have a positive image of an advertised brand. B. are effective in changing consumers' deeply rooted values and attitudes. C. cannot be used to reinforce and remind loyal customers about the benefits of a product. D. cannot be used by companies that introduce new products.
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A. are effective at shaping attitudes when consumers already have a positive image of an advertised brand.
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Advertising campaigns follow the _____. A. BCG matrix B. IMC model C. SWOT matrix D. AIDA model
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D. AIDA model
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Reach is related to a medium's ratings, generally referred to in the industry as: A. target ratings points. B. gross ratings points. C. cost per rating points. D. gross review points.
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B. gross ratings points.
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New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because: A. returns multiply beyond a certain level of spending. B. a certain minimum level of exposure is needed to measurably affect purchase habits. C. spending more will prevent advertising response function. D. product sales and market share improve drastically and keep increasing with more spending.
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B. a certain minimum level of exposure is needed to measurably affect purchase habits.
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Identify a true statement about an advertising campaign. A. It follows the Boston Consulting Group's matrix. B. It cannot focus on more than one advertising appeal. C. It extends for a defined period of time. D. It contains a wide variety of themes and slogans.
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C. It extends for a defined period of time.
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Fournotts Corp., a sports shoe manufacturer, launched a new sports shoe. As a part of publicity, it invited its customers to try the shoes and get a feel of its features. This is an example of _____. A. product placement B. corporate communication C. experiential marketing D. sponsorship
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C. experiential marketing
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Pioneering advertising is heavily used during the _____ of the product life cycle. A. conception stage B. growth stage C. introductory stage D. formative stage
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C. introductory stage
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Which of the following is an example of unmeasured media ad spending? A. Magazines B. Catalogs C. Cable TV D. Newspapers
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B. Catalogs
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_____ is the number of times an individual is exposed to a given message during a specific period. A. Contact B. Reach C. Frequency D. Life span
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C. Frequency
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_____ is the ability of an advertising medium to reach a precisely defined market. A. Target efficiency B. Audience selectivity C. Target sensitivity D. Projection efficiency
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B. Audience selectivity
