Marketing Management Chapters 11, 12 & 13

question

In a(n) ________, an advertisement emphasizes the positive benefits, but also acknowledges either some product weakness or that a competitor dominates on some attribute.
answer

two-sided argument
question

There are two basic attitudes that marketers measure in evaluating ads. The first is attitude toward the ad. What is the second?
answer

attitude toward the brand
question

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 _______.
answer

commodity-like
question

Memory is the primary consideration for measuring ________ results.
answer

cognitive
question

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?
answer

mere exposure
question

In the basic model of dyadic communication there are three parts one of the parts?
answer

transfer agent
question

If a competitor starts a price war what should a company do?
answer

Launch a comparative ad
question

FunnyTime Products uses humor in its ads to communicate with its fun-loving consumers. What type of ads does FunnyTime Products create?
answer

emotional
question

Which of the following is NOT a reason marketing is important?
answer

advertising usually creates short-term gains in sales
question

________ is when a piece of information is conveyed by any type of source, expert or not.
answer

sleeper effect
question

In a(n) ______, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.
answer

noncomparative ad
question

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.
answer

high quality
question

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.
answer

marketing diagnostics
question

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.
answer

copy testing
question

A movie theater flashes the word “Popcorn” on the screen before showing the movie. They are attempting with form of advertising?
answer

subliminal
question

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?
answer

cognitive
question

Hite Enterprises avoids using negative emotions in its advertisements. Hite Enterprises likely does not use emotions such as ________ to sells its products.
answer

fear and embarrassment
question

Which of the following ad types does NOT trigger emotional responses?
answer

comparative
question

When a marketer looks for his ads to have a holistic nature that is consistent across all media choices, he is using _______.
answer

Integrated Marketing Communications
question

A(n) ______ ad is used for a new product, where as a mature brand uses an image ad.
answer

comparative
question

If the advertising goal is to increase awareness, what type of ad should be run?
answer

an ad with lots of information
question

What is the primary means by which any company communicates to its customers about its products, brands, and position in the marketplace?
answer

advertising
question

__________ are tested with numerous measures of attitudes and behavioral intentions.
answer

affective goals
question

If a company is trying to create positive attitudes and awareness about a brand extension, they should use what type of ad?
answer

image
question

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?
answer

price promotion
question

All elements of the marketing mix are important, but _______ is the most direct communication link.
answer

advertising
question

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?
answer

focus groups
question

AIDA represents attention, interest, desire and _______.
answer

action
question

When a brand is growing, what should an ad campaign do?
answer

develop the positivity of the attitudes toward the brand
question

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 _______.
answer

they are more authentic and trustworthy
question

Which of the following ad types does NOT tend to be rational in content and processed cognitively?
answer

image ads
question

_______ 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.
answer

copy testing
question

There are two conceptual ideas about how spokespeople’s endorsements work. The first theory is called source credibility. What is the second?
answer

sleeper effect
question

The goal of getting the consumer to purchase is ______.
answer

not easily achieved
question

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?
answer

peripheral
question

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?
answer

DAR
question

In the basic model of dyadic communication there are three parts. Which of the following is NOT one of the parts?
answer

transfer agent
question

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
answer

Integrated Marketing Communications
question

In marketing, GRP is an acronym for:
answer

gross rating points
question

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 ______.
answer

channel members
question

A fairly subtle approach to advertising is _____.
answer

product placement
question

What type of ad is also referred to as fighting or pulsing?
answer

occasional
question

Which of the following is NOT one of the ways that advertising effectiveness can be assessed?
answer

price point
question

Ad costs are the highest during which programs?
answer

American Idol
question

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?
answer

The company spends 10% more on advertising than it did in the previous year.
question

Bill’s Surf Shop needs to advertise. Which option provides the largest frequency?
answer

the web
question

Which ad would be the least expensive?
answer

1 minute radio ad
question

The goal of IMC is to integrate a brand message across _____.
answer

any media
question

_________ is the average number of times a target audience saw an ad within some set duration.
answer

frequency
question

Donovan Digital sells sophisticated high-tech products. Donovan Digital can best explain its products in which media?
answer

newspapers
question

Sears has an ad for Christmas trees in December. What type of ad is this?
answer

seasonal
question

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?
answer

magazines
question

_____ 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.
answer

event sponsorship
question

What term describes what marketers look for when evaluating the cost effectiveness of an ad?
answer

ROMI
question

The text lists an example company’s IMC schedule. What are some activities that happen in August?
answer

ads focus on kids going back to school with a coupon and referral program
question

Which medium yields the largest reach numbers?
answer

TV
question

Which is NOT one of the three questions that should be addressed in designing a sales force?
answer

How do I train them?
question

What time of media schedule has a fairly regular ad exposure?
answer

continuous
question

If the target market is large, the saturation percentage _____ to be profitable.
answer

can be smaller
question

The ____ process works in selling, just as it does in advertising.
answer

AIDA
question

When advertising online, what is typically measured to assess the success of the program?
answer

click-thru rates
question

What is a communication tool that is not paid for the brand’s company, and therefore appears to be objective?
answer

publicity
question

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 _______.
answer

recovery mode
question

For any ad, what is a question that needs answered?
answer

Who is the target audience?
question

What time of media schedule has a fairly regular ad exposure?
answer

continous
question

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?
answer

commercials
question

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:
answer

$350,000
question

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 _____.
answer

Pepsi has a consistent message
question

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.
answer

integration
question

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?
answer

magazines and websites his target audience visit
question

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?
answer

entertainment
question

In the past, according to media and market research, after TV, which media did people typically spend more time on per day?
answer

radio
question

Two actors are said to be_______ if their links to others are the same.
answer

structurally equivalent
question

Overall sales of _______ have decreased in recent years.
answer

magazines
question

“Nude No More” is the slogan for what clothing brand?
answer

Threadless T-Shirts
question

Compared to more traditional advertising, using social media is ________ expensive.
answer

less
question

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?
answer

it was easily manipulated
question

Amazon.com uses structural equivalence to do which of the following?
answer

make product recommendations
question

What food brand solicited ideas for new flavors via videos?
answer

Doritos
question

Which of the following is associated with the most WOM?
answer

restaurants and movies
question

What is the main goal for users of Facebook?
answer

sharing slices of life with friends
question

Customers can post complaints or positive reviews during which phase?
answer

Post-Purchase
question

What term refers to a graphical depiction of a network?
answer

sociograph
question

What term refers to the sheer number of visits or estimates of the number of unique visitors to a given website?
answer

frequency
question

Web analytics experts disdain the “Contact Us” buttons. What do they recommend instead?
answer

visitors should have to fill out a form including basic information
question

Distributions of links in most networks follows a(n) _________ rule.
answer

80/20
question

Compared to a few years ago, the number of radio stations has ______, and the time listeners tune in has ______.
answer

increased, decreased
question

Which of the following is a weakness of Groupon?
answer

The business model is easy to copy.
question

What is the most fundamental means of interaction?
answer

dialogue
question

Recommendation agents are a boon as a systematic means of _______.
answer

cross-selling
question

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?
answer

A/B split test
question

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.
answer

buzz
question

“Wiki” means ______ in ______.
answer

fast, Hawaiian
question

What does SEO stand for?
answer

search engine optimization
question

Word of mouth feels _______ to consumers.
answer

authentic
question

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?
answer

bounce rate
question

Which of the following is NOT a good way to optimize reach?
answer

lengthy expert blogs
question

In a social network, ties can be ______.
answer

either symmetric or directional
question

What does KPI stand for?
answer

key performance indicator
question

The new “deal of the day” class of social media business was pioneered and is being led by which of the following?
answer

Groupon
question

What term refers to a homogenous sample of like-minded people within a network?
answer

clique
question

Companies can provide __________ to web visitors by letting them pre-order a product not yet available to others.
answer

exclusivity

Get instant access to
all materials

Become a Member