MKTG 420 – Final Exam – Flashcards
Unlock all answers in this set
Unlock answersquestion
_____ are often referred to as high-involvement media because they generally require some attention and e ort on the part of the consumer to process the information that they provide.
answer
Magazine.
question
Which of the following is true of consumer magazines?
answer
They are useful for reaching general consumers of services.
question
An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n):
answer
bleed page.
question
Magazines that are published for special-interest groups are targeting:
answer
greater selectivity.
question
Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:
answer
the creativity of magazine ads and their ability to attract readers' attention.
question
_____ media are used to reach those people in the target market the primary media may not have e ectively reached and to reinforce, or support, their messages.
answer
Support
question
_____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.
answer
Transit advertising
question
The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera, All My Children, is an example of:
answer
product placement.
question
Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as:
answer
mobile billboards.
question
A major reason for the continued success of outdoor advertising is:
answer
innovation through technology.
question
_____ is a system of marketing by which organizations communicate without intermediaries to the target customers to generate a response or transaction.
answer
Direct marketing
question
The announcer on the television commercial said, "Get your credit card and call now to order the Monster Ballads of Rock & Roll CD." This is an example the _____ direct marketing approach.
answer
one-step
question
Unlike traditional marketing, the typical goal of direct marketing is to:
answer
generate an immediate behavioral response.
question
One of the reasons for the recent, rapid growth of direct marketing in American society is the:
answer
increased use of consumer credit cards.
question
Which of the following statements best defines an infomercial?
answer
It is a long commercial that is designed to fit into a 30-minute or 1- hour time slot.
question
Which of the following best reflects an example of corporate advertising?
answer
Toyota promoting its concern for the environment - Social issue, seeking involvment
question
_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.
answer
Public relations
question
Which of the following communications methods is potentially the most powerful in terms of its ability to make or break a product or a company?
answer
Publicity
question
Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of:
answer
advocacy advertising.
question
Making outright donations to a nonprofit cause, having companies volunteer for the cause, donating materials or supplies, running public service announcements, or even providing event refreshments are some of the ways of _____ marketing.
answer
Cause-related.
question
Companies often make use of _____ when they have significant news to announce, such as the introduction of a new product or advertising campaign.
answer
press conferences
question
Digital Melody, an online digital media store, allows customers to "sample" songs before they make a purchase decision. In this scenario, Digital Melody is trying to:
answer
stimulate trial.
question
Direct selling of goods and services on the Internet is known as:
answer
e-commerce.
question
_____ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site.
answer
Interstitials
question
Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.
answer
paid searches
question
Which of the following statements best describes the relationship between marketing and communications objectives?
answer
Communications objectives are derived from marketing objectives
question
The concept of advertising expenditures producing long term rather than immediate results is known as
answer
The Carry Over effect
question
When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of ___________ advertising.
answer
Teaser
question
USA Today, Sports Illustrated and The Tonight Show with Jay Leno are all examples of:
answer
Media Vehicles
question
___________ refers to the potential audience that might receive a message through a media vehicle.
answer
Coverage
question
___________ are shows that are sold or distributed on a station-by-station, market-by-market basis.
answer
Syndicated Programs
question
An automobile manuf. runs an advertisement proclaiming that one of its luxury cars has been the best-selling model in the United States for two straight years. This is an example of an ad using a __________ appeal.
answer
Popularity
question
____________ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
answer
Advertising Creativity
question
The Oxygen cable network promotes its ability to capture young, upscale women who like to try new products, as well as recommend them to others. This is an example of how _____________ is possible through televisions.
answer
Selectivity
question
A _______________ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause.
answer
Advertising Appeal
question
British Airways employed _______________ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways. The airline ran advertising campaign based around the slogan "Save your Pennies, fly like Bond," referring to the secretary that Bond flirts with in each film.
answer
Integrated Marketing Communications
question
China is the worlds second largest beer market after the US. It is also one of the fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____________ in China when it established Budweiser Wulhan International Brewing in Central China.
answer
Market Opportunity
question
When Coca-Cola only had one product in its line and was targeting everyone, the company was employing:
answer
Undifferentiated Marketing
question
An ad for Aricept, a prescription-only drug for patients in the early stages of Alzheimer's disease, was published in a Better Homes & Garden magazine. Since the ad encouraged consumers to ask their doctors about this drug and whether it would help them or someone they knew, the drug company that placed the ad is using:
answer
a promotional pull strategy
question
Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used?
answer
Competitor
question
The set of environmental forces that consists of the demographic characteristics of the population and its values is referred to as
answer
Social forces
question
______________ occurs when Mae reads only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.
answer
Selective Exposure
question
Zing candy bar launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of "Instant energy." Janice Cooper is a viewer of the ad, thinks that the ad reflects people in it as rude and boorish. In terms of the communication process, Janice has ___________ the message improperly.
answer
Decoded
question
Marketers try to select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are:
answer
Credibility, Attractiveness, and power
question
Marketers can try capitalize on source similarity by hiring:
answer
Salespeople who have characteristics that match those of their customers
question
MPR
answer
- Activities designed to support marketing objectives. - Build excitement before media advertising breaks. - Build Brand-to-consumer bonds
question
Image Advertising
answer
Promote org image, thru ads, sponsorship, recruiting
question
Event Sponsorship
answer
Sponsor events, sports, arts, fairs.
question
Advocacy Advertising
answer
Promote position rather than firm directly.
question
Cause-related Advertising
answer
Sponsor charity or nonprofit org.
question
Direct-Marketing Approaches
answer
One-Step: Medium is used directly to obtain an order. Two-Step: Multiple efforts used to generate a response 1st Effort: Screen potential buyers 2nd Effort: Generates the response
question
Support Media
answer
- Uses non traditional channels to deliver communications and promote products. - Alternative Media - Nonmeasured Media - Nontraditional Media
question
Syndication
answer
Licensing of the right to broadcast television and radio program by multiple statation, without brodcasting.
question
Krispy Kreme Video
answer
People were willing to wait just to try to the product. Similar to In-N-Out
question
Jordans Video
answer
People waited in line just for a brand which they did not care about.
question
Tim Tebo Video
answer
Family values, thru support media, prolife, abortion
question
Media Planning
answer
Primary obj, to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible.
question
Publicity
answer
Refers to the generation of news about a person, product or service that appears in broadcast or print media.
question
Integrated marketing communications
answer
British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways. The airline ran advertising campaign based around the slogan, "Save your Pennies, fly like Bond," referring to the secretary that Bond flirts with in each film. British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores.
question
Weakness
answer
A Florida based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in a loss of power. The need to rely on another company to supply the survival kits would fall in which quad of the SWOT?
question
Strength
answer
A Florida based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in a loss of power. The company's rep would fall in which quad of the SWOT grid?
question
demographic segmentation
answer
Division of the market based on age, sex, family, size, income and other measurable characteristics is known as:
question
psychographic
answer
Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets people who live life on the fast lane and are generally considered to have flashy personalities. In this scenario, Pluto is using _____ segmentation
question
the place a product offering occupies in consumers minds on important attributes
answer
Product positioning refers to:
question
the process people engage in when searching for, selecting and using products and services they need
answer
Consumer behavior is defined as:
question
evoked set
answer
Todd buys a cold drink every afternoon. He either buys a Coca-Cola or Minute Maid lemonade. He will not consider any other brand or type of soft drink because the two drinks make up his:
question
It is a systematized process that encourages ppl to speak favorably about a product
answer
Which of the following is true of buzz marketing?
question
central processing
answer
Jake is planning to buy a new smartphone. He studied the contents of an ad describing the superiority of TL smartphones and scrutinized how the advertising message argued in favor of TL's superiority. According to the elaboration likelihood model (ELM), Jake is engaging in which of the following routes to persuasion?
question
African pride ads
answer
Which of the ads integrates external influences on consumer behavior?
question
primacy effect
answer
A commercial that begins "is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is stating the strongest point first to gain reader's attention on a subject that most people would rather not consider
question
sleeper effect
answer
The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of the time is known as the?
question
humorous commercials are always perceived as entertaining
answer
Which of the following statements is true of the use of humor in an ad campaigns and commercials?
question
communications objectives are derived from marketing objectives
answer
Which of the following statements best describes the relationship between marketing and communication objectives?
question
the carry-over effect
answer
The concept of advertising expenditures producing long term rather than immediate results is known as?
question
Ads that are highly creative may not increase sales of brand
answer
Which of the following statements about creative strategy and its execution is true?
question
Relevance
answer
Which of the following is a major determinant of creativity which reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer?
question
The particular features, benefits, or attributes that serve as the basis for these appeals generally do not vary by market segment
answer
Which of the following statements is true about informational/rational advertising appeals?
question
pulsing
answer
Recreation vehicles (RV's) advertise throughout the year but typically advertise more heavily in June and September. Which of the following scheduling methods does this pattern represent?
