Marketing Strategies Chapter 10-11

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AIDA represents attention, interest, desire and A. Action. B. Assessment. C. Attitude. D. Accountability.
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Action
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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? A. Marketing B. Consumer behavior C. Advertising D. Accounting
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Advertising
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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. A. Trendy B. High quality C. Stylish D. Well known
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High Quality
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All elements of the marketing mix are important, but _____ is the most direct communication link. A. Marketing B. Price C. Advertising D. Place
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Advertising
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Companies advertise in many different ways. Which of the following is NOT a likely method of advertising? A. TV B. Internet C. Radio D. Books
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Books
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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? A. Price promotion B. Raise prices C. Advertise D. None of these
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Price Promotion
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Which of the following is NOT a way marketers wish to affect consumers in advertising? A. Cognitions B. Emotions C. Behaviors D. All of these
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All of these
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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? A. Source B. Receiver C. Message D. All of these are parts
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All of these parts
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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? A. Comparative B. Noncomparative C. Cognitive D. Emotional
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Cognitive
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SnowBlowers, Inc. expresses the benefits of using its snowblowers. What type of argument is SnowBlowers, Inc. using? A. Two-sided argument B. One-sided argument C. Four-sided argument D. Three-sided argument
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One-sided argument
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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. A. Three-sided argument B. One-sided argument C. Two-sided argument D. Four-sided argument
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Two-sided argument
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In a(n) _____, a brand is mentioned and its features, attributes, and image portrayal, etc., are conveyed in the message. A. Noncomparative ad B. Comparative ad C. Emotional ad D. Cognitive ad
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Noncomparitive ad
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In a(n) _____, the featured brand name is mentioned, as is the brand name of a competitor. A. Cognitive ad B. Noncomparative ad C. Comparative ad D. Emotional ad
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Comparitive 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? A. Comparative B. Emotional C. Cognitive D. Noncomparative
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Emotional
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FunnyTime Products avoids using negative emotions in its advertisements. FunnyTime likely does not use emotions such as _____ to sells its products. A. Happiness and excitement B. Sadness and loneliness C. Aches and pains D. Fear and embarrassment
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Fear and Embarrassment
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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 A. Differentiated. B. Commodity-like. C. Private label brands. D. Too expensive.
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Commodity-like
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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 A. They are more expensive. B. They are more authentic and trustworthy. C. They are not well known or famous. D. People dislike celebrities.
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They are more authentic and trustworthy.
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There is a popular theory called elaboration likelihood model (ELM) that posits that there are two ways into your brain. One way is a central path. What is the other? A. Peripheral B. Middle C. Emotional D. Rational
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Peripheral
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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? A. Cultural meaning B. Sleeper effect C. Conceptual meaning D. None of these
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sleeper effect
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_____ is when a piece of information is conveyed by any type of source, expert or not. A. Source credibility B. Cultural meaning C. Sleeper effect D. Fear
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Sleeper effect
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Memory is the primary consideration for measuring _____ results. A. Cognitive B. Affective C. Behavioral D. None of the these
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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? A. Sleeper effect B. Cognitive C. Source credibility D. Mere exposure
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Mere Exposure
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_____ are tested with numerous measures of attitudes and behavioral intentions. A. Behavioral goal B. Affective goals C. Cognitive goals D. Assessment goals
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Affective goals
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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? A. Focus groups B. Sampling C. Online surveys D. None of these
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Focus Groups
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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? A. Attitude toward the market B. Attitude toward the line extension C. Attitude toward the brand D. Attitude toward the company
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Attitude toward the brand
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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? A. The advertising budget is a percentage of last year’s sales. B. The company spends approximately what it believes is parity with competitors. C. The company spends 10% more on advertising than it did in the previous year. D. The company can use its strategic advertising goal (e.g., enhance awareness or positive attitudes) and work backward to calculate necessary expenditures.
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The company spends 10% more on advertising than it did in the previous year.
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In marketing, GRP is an acronym for A. Gross rational products. B. Gross reach promotions. C. Greater raw prices. D. Gross rating points.
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Gross rating points.
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_____ is the average number of times a target audience saw an ad within some set duration. A. Reach B. Frequency C. GRP D. Marketing
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Frequency
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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? A. Entertainment B. Awareness C. Memory D. Persuasion
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Entertainment
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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 A. $100,000. B. $200,000. C. $350,000. D. $500,000.
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$350,000
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Ad costs are the highest during which programs? A. Soap operas B. Superbowl and Olympics C. Reality shows D. News shows
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Superbowl and Olympics
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The favorite program for automobile advertising is A. Survivor. B. 60 Minutes. C. CSI. D. NFL Monday Night Football.
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NFL Monday Night Football
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Which companies spend the most on advertising? A. Car companies B. Movie companies C. Pharmaceutical companies D. Credit card companies
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Car companies
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According to media and market research, after TV, which media do people spend more time on per day? A. Internet B. Books C. Newspapers D. Radio
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Internet
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According to media and market research in the U.S., the average time a person spends watching TV in a 24 hour period is A. Less than 1 hour. B. About 2 hours. C. Just over 3 hours. D. More than 4 hours.
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More than 4 hours
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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 A. Integrated Marketing Communications. B. Intended Marketing Commitments. C. Media Reach. D. Media Response.
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Integrated Marketing Communications.
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Donovan Digital sells sophisticated high-tech products. Donovan Digital can best explain its products in which media? A. Radio B. Newspapers C. TV D. Billboards
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question

Which ad would be the least expensive? A. 30 second TV ad B. 1 page, 1 day in metropolitan newspaper C. 1 minute radio ad D. Full page color ad in Business Week
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1 minute radio ad
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Which media is the most expensive for advertising? A. TV B. Billboards C. Direct mail D. The Web
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TV
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Which medium yields the largest reach numbers? A. Radio B. Billboards C. The Web D. TV
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TV
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The Department of Labor estimates how many jobs are in sales? A. 2-4 million B. 6-8 million C. 14 million D. 10 million
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14 Million
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Which is NOT one of the three questions that should be addressed in designing a sales force? A. How many salespeople do I need? B. Where do I deploy them? C. How do I compensate them? D. How do I train them?
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How do I train them?
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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 A. Channel members. B. Final users. C. Promotions. D. Coupons.
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Channel Members
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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 A. Proactive mode. B. Reactive mode. C. Spin mode. D. Responsive mode.
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Reactive Mode
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A fairly subtle approach to advertising is A. Product placement. B. Television advertising. C. Radio advertising. D. Integrated marketing communications.
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Product Placement
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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? A. Movies B. Television shows C. Video games D. Commercials
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Commercials
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Event sponsorship, usually of _____ but sometimes of other cultural or artistic endeavors, can be an effective medium as these events are exciting, and the brands draw from both their positive valence and their high positive energy. A. Movie premieres B. Reality television C. Sports D. Races
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Sports
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A coupon is an example of A. Sponsorship. B. Sales promotion. C. Product placement. D. Brand advocate.
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Sales Promotion

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