Marketing Management Chapters 11, 12 & 13 – Flashcards
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In a(n) ________, an advertisement emphasizes the positive benefits, but also acknowledges either some product weakness or that a competitor dominates on some attribute.
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two-sided argument
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There are two basic attitudes that marketers measure in evaluating ads. The first is attitude toward the ad. What is the second?
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attitude toward the brand
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Coffee Bean Co. competes in the crowded coffee bean product category, and sells its products in grocery stores and other stores selling coffee products. The firm has struggled to distinguish its brand because consumers view many products in many purchase categories as _______.
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commodity-like
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Memory is the primary consideration for measuring ________ results.
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cognitive
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The idea that familiarity from repeated exposure to a brand name, logo or ad will over time enhance the viewer's favorability toward the ad (and brand) refers to which term?
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mere exposure
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In the basic model of dyadic communication there are three parts one of the parts?
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transfer agent
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If a competitor starts a price war what should a company do?
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Launch a comparative ad
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FunnyTime Products uses humor in its ads to communicate with its fun-loving consumers. What type of ads does FunnyTime Products create?
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emotional
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Which of the following is NOT a reason marketing is important?
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advertising usually creates short-term gains in sales
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________ is when a piece of information is conveyed by any type of source, expert or not.
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sleeper effect
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In a(n) ______, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.
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noncomparative ad
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Saffire Clothing's ads claim that the brand is an exclusive, premium brand. Saffire's products need to be _______, priced relatively high, and distributed relatively exclusively.
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high quality
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Marketers can use _____ to find the conditional probabilities of customers in the marketplace who are aware of, have a positive attitude towards, will try and who will repeat use of a product.
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marketing diagnostics
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What term is used to describe an experiment run by an ad agency where the ad agency will recruit consumers to come watch a TV series and commercials? The consumer will then answer questions about the ads and the agency uses the responses to determine how well the ads will do in the real world.
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copy testing
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A movie theater flashes the word "Popcorn" on the screen before showing the movie. They are attempting with form of advertising?
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subliminal
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SnowBlowers, Inc. is targeting consumers in the northern regions of the U.S., and focusing on giving consumer practical and function reasons to buy its snowblowers. What type of ad is SnowBlowers, Inc. using?
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cognitive
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Hite Enterprises avoids using negative emotions in its advertisements. Hite Enterprises likely does not use emotions such as ________ to sells its products.
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fear and embarrassment
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Which of the following ad types does NOT trigger emotional responses?
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comparative
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When a marketer looks for his ads to have a holistic nature that is consistent across all media choices, he is using _______.
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Integrated Marketing Communications
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A(n) ______ ad is used for a new product, where as a mature brand uses an image ad.
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comparative
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If the advertising goal is to increase awareness, what type of ad should be run?
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an ad with lots of information
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What is the primary means by which any company communicates to its customers about its products, brands, and position in the marketplace?
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advertising
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__________ are tested with numerous measures of attitudes and behavioral intentions.
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affective goals
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If a company is trying to create positive attitudes and awareness about a brand extension, they should use what type of ad?
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image
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SuperStore is researching its options regarding the quickest way the company can increase sales. SuperStore's research should lead them to which of the following?
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price promotion
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All elements of the marketing mix are important, but _______ is the most direct communication link.
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advertising
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Customer Insights, Inc. operates a facility that recruits 8 to 10 consumers and screens them on criteria such as relevance to the target segment or usage in a product category. What type of research is Customer Insights, Inc. engaging in?
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focus groups
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AIDA represents attention, interest, desire and _______.
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action
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When a brand is growing, what should an ad campaign do?
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develop the positivity of the attitudes toward the brand
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Ralph's Big & Tall retail stores, a national men's apparel retail shop, does not use celebrity endorsers in its advertising. Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph's and the superior customer service the store provides. Firms such as Ralph's Big & Tall opt to use regular people instead of celebrities because _______.
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they are more authentic and trustworthy
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Which of the following ad types does NOT tend to be rational in content and processed cognitively?
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image ads
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_______ is a type of experiment advertisers will run on consumers, where the consumer watches an ad and has a dial and will indicate whether he likes the ad or does not like the ad.
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copy testing
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There are two conceptual ideas about how spokespeople's endorsements work. The first theory is called source credibility. What is the second?
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sleeper effect
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The goal of getting the consumer to purchase is ______.
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not easily achieved
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There is a popular theory called elaboration likelihood model (ELM) that assumes that there are two ways into your brain. One way is a central path. What is the other?
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peripheral
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If a company spends a considerable amount of money on an ad, and it wants to measure how well consumers remembered the ad, it should run what type of test?
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DAR
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In the basic model of dyadic communication there are three parts. Which of the following is NOT one of the parts?
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transfer agent
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Donna's philosophy as she coordinates her firm's marketing efforts is to keep in mind the company's overarching strategy, and to ensure that all marketing activities send a consistent message, beginning with the communications but also including the other marketing mix elements. Based on this information, Donna is most likely a proponent of
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Integrated Marketing Communications
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In marketing, GRP is an acronym for:
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gross rating points
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In a push-based system of distribution, which relies on selling to customers through a sales force and retail partners, managers direct their promotional efforts more towards ______.
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channel members
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A fairly subtle approach to advertising is _____.
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product placement
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What type of ad is also referred to as fighting or pulsing?
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occasional
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Which of the following is NOT one of the ways that advertising effectiveness can be assessed?
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price point
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Ad costs are the highest during which programs?
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American Idol
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Anita is working on determining the amount she should request for next year's advertising budget. She is having difficulty coming up with a reasonable figure. One of Anita's colleagues mentions that advertising budgets are typically determined in one of three ways. Which is NOT one of the three typical methods?
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The company spends 10% more on advertising than it did in the previous year.
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Bill's Surf Shop needs to advertise. Which option provides the largest frequency?
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the web
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Which ad would be the least expensive?
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1 minute radio ad
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The goal of IMC is to integrate a brand message across _____.
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any media
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_________ is the average number of times a target audience saw an ad within some set duration.
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frequency
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Donovan Digital sells sophisticated high-tech products. Donovan Digital can best explain its products in which media?
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newspapers
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Sears has an ad for Christmas trees in December. What type of ad is this?
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seasonal
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Ryan is a marketer for a computer gaming company. He wants to advertise the game's new graphics but doesn't want to pay the high price of showing it off on TV. What medium should he use?
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magazines
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_____ is usually used for sports. It can also sometimes be of other cultural or artistic endeavors. It is an effective medium because it's exciting, and the brands draw from both their positive valence and their high positive energy.
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event sponsorship
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What term describes what marketers look for when evaluating the cost effectiveness of an ad?
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ROMI
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The text lists an example company's IMC schedule. What are some activities that happen in August?
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ads focus on kids going back to school with a coupon and referral program
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Which medium yields the largest reach numbers?
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TV
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Which is NOT one of the three questions that should be addressed in designing a sales force?
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How do I train them?
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What time of media schedule has a fairly regular ad exposure?
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continuous
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If the target market is large, the saturation percentage _____ to be profitable.
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can be smaller
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The ____ process works in selling, just as it does in advertising.
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AIDA
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When advertising online, what is typically measured to assess the success of the program?
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click-thru rates
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What is a communication tool that is not paid for the brand's company, and therefore appears to be objective?
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publicity
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Oil Solutions, Inc. is a Texas-based oil company. One of its tanker ships was delivering oil from an off-shore drilling station to a refinery. The ship was in need of repairs and leaked a large quantity of oil into clear, blue ocean waters. The Director of PR for Oil Solutions, Inc. tried to smooth over this embarrassing accident. In this example, PR was used in a _______.
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recovery mode
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For any ad, what is a question that needs answered?
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Who is the target audience?
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What time of media schedule has a fairly regular ad exposure?
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continous
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Company ABC is considering using product placement as a creative means to get in front of consumers. Which of the following is NOT likely to be an alternative for product placement in their overall advertising strategy?
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commercials
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Orange Inc. is a consumer electronics company and is preparing to launch its new portable music device - the uTune. In planning its advertising strategy, the company should keep in mind that the cost to produce a fairly simple 30-second television commercial today is approximately:
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$350,000
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Evan is participating in advertising research for Pepsi. He is asked if he can remember where he saw an ad for Pepsi. He cannot accurately answer where he saw the ad. This is why it's important that _____.
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Pepsi has a consistent message
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National Electronics makes hearing aids. They created one humorous ad, and they made another ad that explained how the device will make the user's life better. These 2 ads are an example of ____ across media and messages.
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integration
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Joe has his own small business. He doesn't have the budget to advertise on huge national sporting events. What is a good alternative place for him to advertise?
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magazines and websites his target audience visit
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Sally is the creative director at a New York-based agency. In thinking about a list of goals for the ads she is responsible for creating, which is likely NOT on her list?
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entertainment
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In the past, according to media and market research, after TV, which media did people typically spend more time on per day?
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radio
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Two actors are said to be_______ if their links to others are the same.
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structurally equivalent
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Overall sales of _______ have decreased in recent years.
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magazines
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"Nude No More" is the slogan for what clothing brand?
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Threadless T-Shirts
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Compared to more traditional advertising, using social media is ________ expensive.
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less
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To narrow the search for consumers, search engines used to measure the relevance of a website or an information page by counting the number of times the searched words appeared on that web page or document. Why don't they use this criterion anymore?
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it was easily manipulated
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Amazon.com uses structural equivalence to do which of the following?
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make product recommendations
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What food brand solicited ideas for new flavors via videos?
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Doritos
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Which of the following is associated with the most WOM?
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restaurants and movies
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What is the main goal for users of Facebook?
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sharing slices of life with friends
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Customers can post complaints or positive reviews during which phase?
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Post-Purchase
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What term refers to a graphical depiction of a network?
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sociograph
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What term refers to the sheer number of visits or estimates of the number of unique visitors to a given website?
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frequency
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Web analytics experts disdain the "Contact Us" buttons. What do they recommend instead?
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visitors should have to fill out a form including basic information
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Distributions of links in most networks follows a(n) _________ rule.
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80/20
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Compared to a few years ago, the number of radio stations has ______, and the time listeners tune in has ______.
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increased, decreased
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Which of the following is a weakness of Groupon?
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The business model is easy to copy.
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What is the most fundamental means of interaction?
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dialogue
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Recommendation agents are a boon as a systematic means of _______.
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cross-selling
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What is it called when one group is exposed to one ad or new product description (or whatever element of the marketing mix the marketer is testing) and the other group is either a control group or sees a different version?
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A/B split test
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Many companies (including Facebook, YouTube, Coca-Cola, Starbucks, Disney, Oreo, MTV, Red Bull, Skittles, and Victoria's Secret) have between 12 and 30 million fans each. In other words, they are quite sophisticated when it comes to _______ marketing.
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buzz
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"Wiki" means ______ in ______.
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fast, Hawaiian
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What does SEO stand for?
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search engine optimization
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Word of mouth feels _______ to consumers.
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authentic
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Which of the following is the percent of sessions for which a visitor lands on the website and views only one page before quickly leaving?
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bounce rate
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Which of the following is NOT a good way to optimize reach?
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lengthy expert blogs
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In a social network, ties can be ______.
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either symmetric or directional
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What does KPI stand for?
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key performance indicator
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The new "deal of the day" class of social media business was pioneered and is being led by which of the following?
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Groupon
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What term refers to a homogenous sample of like-minded people within a network?
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clique
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Companies can provide __________ to web visitors by letting them pre-order a product not yet available to others.
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exclusivity
