Ad and Promo test 2

Look at the multiattribute attitude table below. What is the total attitude score for brand B? Attributes Beliefs Importance Brand A Brand B Attribute 1| 10 6 3 Attribute 2| 5 4 3 Attitude Score| -- ? ?

45

well-known brands and market leaders often run ads that do not use any specific types of appeals but focus primarily on keeping their brand name visible to consumers. this type of advertising is know as ______ advertising

reminder

flair, a womens magazine, features an ad for Elvira watches. Flair, being a specific carrier within a medium category is know as a...

media vehicle

When Platinum Motors Inc. 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.

teaser

jim taco launched an advertising campaign for its new huac taco by running anonymous full-page ads featuring baseball starts issuing mysterious challenges to one another. the ads were attempting to build curiosity w/o showing the product. this is _______ advertising

teaser

an ad for a brand of tea states that according to laboratory research, "a serving f tea has more antioxidants than a serving of carrots or broccoli" which type of ad execution is being used?

technical evidence

Edgars, a famous sports personality, appears in venus inca. ads in which he notes how the cos golf clubs have helped him win several major championships. he also states that in his experience, the clubs have a "perfect swing." which type of ad execution is illustrated in tho example?

testimonial

various brands of perfume use scented strips in their ads to influence_______ and to increase the probability that the ad will perceived

the consumers level of sensory input

which of the following statements about focus groups is true?

focus groups are qualitative research technique

which of the following is a media vehicle?

Fashion magazine

Which of the following techniques is most suitable for scheduling seasonal products such as Mother's Day cards and Valentine candy?

Flighting

Robert, an automobile engineer, detects a strange noise from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

Problem recognition

Robert, an automobile engineer, detects strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. which of the following stings of consumer decision-making is represented in this scenario?

Problem recognition

A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. Which of the following advertising execution styles has been illustrated in this scenario?

Slice-of-life

a co's goal to reach 50% of the target audience at least three times over a period of one year in order to create awareness is an example of....

a needdledrop

pluto inc. a cosmetic co, hired a well-known movie star to appear in its ads. the company hoped that using a celeb would capture the attention and interest of consumers. in this scenario, the ad illustrates the application of....

ad-to-consumer relevance

which statement about creative strategy and its execution is true?

ads that are highly creative may not increase sales of a brand

Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of:

brand image advertising

after purchasing a fancy cut diamond ring for his wife, jason feels dissatisdissatisfedied with his purchase as he feels that the ring was overpriced and poorly cut. moreover, feels that he should have selected the round brilliant cut diamond rather than the fancy cut diamond. this scenario, jason is expressing...

cognitive dissonance

Aleve inc. pharmaceutical company, launches an ad that claims, "taking one pill from alive is as effective as taking three pills from any other company" this ad campaign is using ______ appeal

competitive

James likes Mexican food. After he saw a print ad of a "Super Burrito", he couldn't help heading to the restaurant to get one. In a classical conditioning process, what response is this?

conditioned response

classical conditioning takes place when a _______ is continuously matched with a _______

conditioned stimulus; unconditioned stimulus

an ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. it also emphasizes the positioning of handles at appropriate places that make transit easier for older people. which ad execution technique is being used?

demonstration

______ research involves anthropologists or other types of trained researchers observing consumers in their natural environments

ethnographic

todd buys a fruit-based drink every afternoon. he either buys a relish apple juice or an orange drink made by joy fruit juices. he will not consider any other brand or type of soft drink because the two drinks make up his...

evoked set

Before purchasing a car, jon sought advice from his friends and researched for auto reviews on the internet. he also visited car dealers and requested for a test drive in which of the following stages of the consumer decision-making process is jon engaged?

external info search

an ad for calloway resorts stresses the different recreational activities available to visitors. its also explains the various facilities that guests can while staying at the resort. this is an example of a _____ appeal

feature

Tiffany is the creative director of an ad agency. the agency had just been hired to develop a promo campaign for a co. that produces exercise videos for women. as part of her prep for developing a creative strategy, tiffany reviews some studies conducted on the overall fitness and exercise market, as well as report on the changing roles of women in society. this info is part of....

general preplanning input

simplified decision rules such as "always buy the largest size of the cheapest detergent" or "only buy motor oil if the manufacture is offering a rebate" are called

heuristics

for weeks, Amy had been trying to come up with creative approach to advertise light bulbs. one morning, a great idea for the ad campaign poped into her head. she picked up a note pad and wrote down her thoughts. in terms of the creative process outlined by graham wallas, amy experienced____ step

illumination

which statement is true of the use of slice-of-life executions?

many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate

Which of the following consumer behaviors leads them to seek different brands and try out various options?

novelty seeking behavior

which of the following is true of perception?

perception is an individual process

Mr. Peanut from the planters nut co ad is an example of advertising that uses a ______ in its execution technique

personality symbol

if a women gets compliments after wearing Obsession perfume, she is more limey to keep buying the product and wearing it. what type of instrumental conditioning has occurred in the situation?

positive reinforcement

CL inc, a manufacture of maternity clothes for business women, wishes to launch a new ad campaign. in order to obtain a better idea about the clothes worn by preggers women, the creative team visits obgyn offices and maternity shops at the mall to gain some info. these visits are most limey a part of the _____ step of the creative process outlined by graham wallas

preperation

according to McCann-Erickson's concept of emotional bonding the most basic relationship a consumer has with a brand is how he or she thinks about the.....

product benefits

a car manufacturer runs an ad proclaiming that one of its luxury cars has been the best selling model in the US for two straight years. this is an example of _______ appeal

product popularity

richard participated on a study conducted by an advertising agency. during the interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. the interviewer asked richard specific Q's about the food, the seating arrangents, the ease with which he entered and exited the plane, and the service provided by the flight attendants. the advertising agency used the research data to develop the creative strategy. in this scenario richard provided the agency with...

product-specific preplanning inputs

an ad for sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drugs action and effect on the human body. the ad states that the drug is made with natal active ingredients, and that side-effects, if any, are all minor and long-term. the ad is an example of a....

rational appeal

In a popcorn store, Jennifer notices a variety of popcorn flavors as she wished to buy a big bag. However, she failed to notice several other cues including nutrition information and promotional coupons. In this scenario, Jennifer is exhibiting _____.

selective attention

which watching TV, james notices a series of truck ads as he wished to buy a new truck. however, he failed to notice several other ads including those promoting cosmetics, snack foods, and soars. in this scenario, james is exhibiting_______

selective attention

ads that use telephone numbers that contain the company name are hoping to enhance....

selective retention

Kevin, the CEO of a software company in Houston, has fulfilled his career goals. therefore, he decides to retire and help eliminate societal problems. in order to achieve this, he starts a charitable organization that helps in educating underprivileged children. with respect to mallow's hierarchy of needs theory, Robert is looking to fulfill his_______ need

self-actualization

Which of the following statements describe a situation in which marketer-induced problem recognition was used?

shopaholic, a clothing and accessories brand, sends newsletter to all its customers at the end of each summer, stating that their existing wardrobe might be out of style

a bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding bright detergent. which ad execution style is illustrated in this scenario?

slice-of-life

An ad for a medication that helps people undergoing chemotherapy feel more energetic shows a grandfather sorrowfully wishing he could participate in his grandson's birthday party. Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication. This ad is an example of _____.

the inherent drama approach

which of the following statements explains why makers use emotional appeals?

the positive feelings created by advertising can have a favorable effect on consumers evaluations of a brand

manten is a popular brand of hiking boots. its ads emphasize the experience of conquering unfamiliar terrain in the wild. they portray vivid captivating visuals of cliffs rivers and jungles. the campaign is also accompanied by a popular jingle that reflects the qualities of freedom wilderness and adventure that the company values. this approach is most limey an example of _______ advertising.

transformational

Marlboro used a cowboy to advertise its cigarettes for a number of years. "The Marlboro Man" became a central character through which the company delivered its advertising message. This is an example of:

use of personality symbols in the execution of ads