question

Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.

answer

False

question

Integrated marketing communications:

answer

coordinates the marketing and promotional tools to communicate effectively.

question

Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as psychographic segmentation.

answer

True

question

A marketer who aims to position his product on the basis of salient features that the product contains is using:

answer

positioning based on benefits.

question

The first stage in the consumer decision-making process is evaluation of alternatives

answer

False

question

Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.

answer

false

question

Which of the following statements about the psychoanalytical theory is true?

answer

It is used to determine the consumer's purchase motivations.

question

Which of the following factors is considered important for learning to occur through the associative process, according to classical conditioning?

answer

Frequency of association

question

Which of the following is true of consideration threat?

answer

It is the exact number of the evoked set.

question

Which of the following stages occurs after selective attention, according to the selective perception process?

answer

Selective comprehension

question

Marketing channels refer to the _____ element of the marketing mix.

answer

place

question

A celebrity endorser of a car states the following in the ad; "I can tell you that there is a strong likelihood that our product will cost more than our competitors' products. Our costs are high because we ensure that our parts are of the highest quality and this guarantees a superior driving experience." This is an example of a(n):

answer

two sided message

question

The sleeper effect is when persuasiveness of information from a low credible source...

answer

...increases over time.

question

Dependent variables of the persuasion matrix are the controllable components of the communication process.

answer

false

question

Pacifix Inc., a cell phone manufacturer, has launched a new smartphone. The company wants to communicate detailed information about the smartphone's specifications to its target audience. It also wishes to enable the audience to process the ad information at their own rate. Which of the following medium should Pacifix use for conveying the desired information?

answer

magazines

question

In the standard learning hierarchy, a consumer is viewed as a passive participant in a communication process.

answer

false

question

A major advantage of personal channels of communication is that:

answer

a message or presentation can be tailored to an individual or audience.

question

When using fear appeals in persuasive messages, the goal is always to maximize how much fear the audience experiences as a result of being exposed to the ad.

answer

false

question

In a message, creating a primacy effect based on where you place your strongest arguments assumes what about the audience?

answer

Audiences are not interested in the topic

question

Which stage of the AIDA involves getting the consumer to make a purchase commitment and closing the sale?

answer

action stage

question

In the elaboration likelihood model, attitudes are more resistant and predictive of behavior when messages processed via the central route.

answer

true

question

Differences in dialects spoken in a country can be a major barrier to effective communication of an advertiser's message.

answer

true

question

Like marketing and IMC plans, advertising plans are long term in nature.

answer

False

question

Which of the following is true of a campaign theme?

answer

It is the central message that will be communicated in all advertising activities.

question

Which of the following is true of the inherent drama approach?

answer

It revolves around finding the characteristic that makes the consumer purchase the product.

question

_____ popularized the idea of brand image in his book Confessions of an Advertising Man.

answer

David Ogilvy

question

A poor creative strategy could lead to the marketing failure of an excellent product.

answer

true

question

Advertising appeals and executions are usually dependent on each other.

answer

False

question

A newspaper ad for a car that contains details of its body, structure, mileage, etc. employs a rational appeal.

answer

True

question

Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.

answer

false

question

Which of the following statements is true of the evaluation of creative output?

answer

It is important that an ad communicate information, attributes, features, benefits, and/or images that give consumers a reason to buy the brand.

question

Benjamin asks Jim to prepare a detailed description of the video and audio content for a television commercial. In other words, Jim has been asked to write a:

answer

script.

question

Intel recently approached many customers and individuals chosen at random to participate in making its ads. People were asked to sing the Intel jingle in their own, unique style. Those interested could also create their ads personally and post them on the Intel website, some of Which one of these were also aired on television. In this scenario, Intel used:

answer

user-generated advertising.

question

Successful public relations efforts may indirectly lead to:

answer

increased friendliness

question

All ads that use sexual appeals in the form of suggestiveness and/or nudity are considered deceptive advertising.

answer

false

question

Which of the following is a disadvantage associated with marketing public relations (MPRs)?

answer

It is difficult to tie in slogans and other advertising devices.

question

Marketing public relations helps in improving the overall ROI by reducing overall marketing costs.

answer

true

question

An automobile company creates an ad to launch a new bike. The ad makes claims that mislead viewers about product performance and durability. Based on the fact that the ad is untruthful, critics will classify this as _____ advertising.

answer

deceptive

question

Publicity is more successful in creating a positive brand image than public relations efforts.

answer

false

question

Bridge Link Inc., a telecommunications corporation, relies heavily on broadcast media for conveying its messages to specific target audiences. It can be said that Bridge Link uses the broadcast media as its _____ for delivering its messages to the audience.

answer

medium

question

Which of the following statements describes a potential problem in media planning?

answer

The timing of measurements of the data is an issue since certain audience measures are taken only at specific times of the year.

question

Which of the following is true of the brand development index (BDI) and the category development index (CDI)?

answer

A market with a high BDI and a low CDI is a good market for advertising.

question

media objectives are:

answer

designed to lead to the attainment of communications and marketing goals.

question

An advantage associated with magazine advertising is the short lead time for placement of ads.

answer

false

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