MKTG 125 - EXAM 1 (QUIZZES 1-4)

The movement that began in the 1980s toward using all forms of promotion to achieve maximum communication impact was not a fad. According to the 4As' definition, what is the name of this evolving approach to coordinate promotional elements and other marketing activities? American Association of Advertising Agencies American Association of Integrated Communications Integrated Advertising Communications Integrated Marketing Communications Integrated Media Communications

Integrated Marketing Communications

Innovation Marketers is helping Blueberry Designs launch a new line into a different consumer market. They will use techniques including gathering information on the social, cultural, and environmental influences on consumer behavior. Information collection using individual interviews is a consumer methodology. quantitative methodology. mixed methodology. qualitative methodology. marketing methodology.

qualitative methodology.

Seth works for Don Jagoda Associates, an agency that provides promotional planning, creative research, tie-in coordination, premium design and manufacturing, and contest/sweepstakes management, among other services. What type of specialized services agency is Don Jagoda Associates? interactive agency accounts handling agency sales promotion agency direct-response agency public relations agency

sales promotion agency

In developing a strategic marketing plan, what should the company do immediately after evaluating the opportunities presented by various market segments? perform competitive analysis perform situational analysis select target market note demand trends search for competitive advantage

select target market

In the selective perception process, which stage occurs after selective attention? selective comprehension selective exposure selective retention selective communication selective assimilation

selective comprehension

Laith has been looking at all the options for purchasing a new or used mountain bike. Now he cannot remember all the information he has read, seen, and reviewed, although he understood it clearly. What stage is Laith experiencing in the selective perception process? selective comprehension selective exposure selective retention selective communication selective assimilation

selective retention

At the age of 55, Ron feels lonely and wishes he had more friends. Ron is experiencing a need at which level of the hierarchy of needs? physiological need safety need social need esteem need self-actualization need

social need

Star Products has made protecting and preserving the environment the core business tenet of the company. They demonstrate this commitment by re-evaluating how their products and services are created, produced, and marketed to meet the needs of the current generation without compromising the ability of future generations to meet their needs. This is called building relationships. trust. promotion. interactions. sustainability.

sustainability

According to the survey conducted by the Association of National Advertisers, which of the following is a primary qualitative criterion that is used to evaluate the performance of ad agencies? sales net profit gross profit per quarter teamwork gross profit

teamwork

A company that aims to position a product based on its salient features is using positioning based on cultural symbols. product class. use. benefits. price

benefits

Which of the following consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers? brand differentiation brand sectoring brand identity brand segmentation brand equity

brand identity

WomensHealth.com, a website targeting women, is an example of using gender as a basis for successful ________ segmentation. demographic geographic psychographic benefit behavioristic

demographic

Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is used to destabilize competitor branding. recapture marketing channels. gain a competitive advantage. create diversification. create market segmentation.

gain a competitive advantage.

What is the first step in the target market selection process? positioning through marketing strategies determining market segmentation distributing promotional tools allocating budgets identifying markets

identifying markets

Venus Corporation recognized there are many consumers with different needs and responses to their product lines. They are working with Innovation Marketers to identify opportunities to target distinct groups whose needs and responses to their products are similar. Innovation Marketers and Venus are using market opportunities. market advantage. competitive advantage. market segmentation. competitive marketing.

market segmentation.

Plum, a manufacturer of baby products, came up with an attractive jingle for its advertisement. The jingle gained popularity among its audience due to its catchy tune and simple lyrics. Which of the following helps viewers remember and recognize Plum's ad? memes heuristics mnemonics cues symbols

mnemonics

Laura had a new baby and is shopping for a minivan to accommodate her larger family. Which of the following sources of problem recognition is Laura experiencing? out of stock dissatisfaction new needs/wants related products/purchases marketer-induced problem recognition

new needs/wants

Daphne cannot find the laundry detergent to which she is loyal, which disrupted her routine purchase behavior. Which source of problem recognition is Daphne experiencing? out of stock dissatisfaction new needs/wants related products/purchases marketer-induced problem recognition

out of stock

Marketing channels are the ________ element of the marketing mix. promotional price place packaging positioning

place

Gilbert is dissatisfied with his phone because it has a very short battery life. He realizes that he needs a phone that has a longer battery life. Gilbert is in the ________ stage of the consumer decision-making process. problem recognition information search attitude formation alternative evaluation purchase decision

problem recognition

Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the "fast-paced lifestyle." In this scenario, the chain is using geographic segmentation. demographic segmentation. economic segmentation. socioeconomic segmentation. psychographic segmentation.

psychographic segmentation.

Which of the following is not a factor driving the integrated marketing communications movement? The desire to take advantage of synergies among communications functions The proliferation of media and increased audience fragmentation Audience skepticism of traditional advertising IMC's role in the process of developing and sustaining brand equity The growth of mass-media advertising

The growth of mass-media advertising

Under ________, the client agrees to pay the agency a fee based on the expenditure of its work plus some agreed-on profit margin, often a percentage of total costs. a placement fees system a creative commission system an incentive-based system a cost-plus system a fixed fee method

a cost-plus system

Sum Company has depended on key people in each product line to come up with advertising to promote their individual products. This approach has not produced the results they anticipated, and the board is seeking a change in process. They are now looking for an advertising agency that offers its clients a full range of marketing, communications, and promotion services, including planning, creating, and producing the advertising, performing research, and selecting media. Sum is looking for ________. a full-service agency an in-house agency an intra-departmental agency an in-service agency an inter-departmental agency

a full-service agency

Which of the following is not one of the terms used to describe the concept of integration in IMC? synergy new advertising orchestration seamless communication autonomous channels

autonomous channels

Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in return paid Innovators $20,000 as compensation. However, the final decisions regarding the advertising and promotional program rested with Joy Fruit Juices. In this scenario, Innovators is a marketing research firm a client. an advertising agency. a media organization. an advertiser.

an advertising agency.

A small entrepreneurial firm for the last five years, Clear Cite industries is ready to broaden their efforts to expand beyond the tri-state area to a nationwide market. With their growth, they have identified the need for new roles in their organization. They have a number of salespeople, but their promotions effort has been lacking. They have determined a critical role with key responsibilities for coordinating input from people both inside and outside the organization to help define the advertising and promotion process. This position is called a research manager. a finance manager. an advertising manager. a sales manager. a product planning manager.

an advertising manager.

Laith follows an Olympic mountain biker on Instagram. The Olympian has been riding the same brand of mountain bike for many years. Every time Laith reviews his research on this big purchase, he pushes aside the research for brands other than the bike he sees posted on Instagram. Laith is demonstrating behavior following a subconscious-referral decision rule. a psychoanalytic-referral decision rule. an affect-referral decision rule. a salient-referral decision rule. a multiattribute -referral decision rule.

an affect-referral decision rule.

GSI industries is looking for several dedicated services to develop and maintain their website and digital marketing. They also need support to create a strategy and media plan to refresh their brand. A medium-size company, GSI may want to engage the services of ________ to coordinate these IMC services. an agency of record a marketing research firm an advertising agency a brand manager a media organization

an agency of record

Superagencies are recruitment agencies that hire top management professionals. the top advertising agencies. an amalgamation of several small, medium, and large advertising agencies. large support organizations that provide specialized service to advertising agencies. a large body of professionals who are superior to the advertising agencies and are formed to regulate the work of the agencies.

an amalgamation of several small, medium, and large advertising agencies.

Tom, a chocolate maker, placed ads for his chocolate bars in Magz, a magazine that is popular among the managers of large hotels. Knowing that these hotels use chocolate for desserts on a daily basis, Tom wanted to bring his product to the attention of hotels' purchasing managers. Tom is using primary-demand advertising. professional advertising. business-to-business advertising. trade advertising. national advertising.

business-to-business advertising.

When Dole encourages consumers to "drink their fruits," claiming that eight ounces of juice is the equivalent of two whole fruits, it is positioning itself by competitor. by product user. by cultural symbols. by product class. by price/quality.

by product class.

One Stop Corporation has been working with Top Agency to analyze their promotional plan to include methods for creating awareness about One Stop's product attributes, methods for developing favorable attitudes, and how to better understand consumer purchase intentions. What type of goals or objectives are they creating at this stage of the integrated marketing communications plan? internal objectives marketing objectives consumer objectives communication objectives external objectives

communication objectives

Reflective Enterprises has depended on magazine, newspaper, and television advertising for most of their advertising efforts. They are losing market share. They recognize that they need to change their strategy to reach an audience that rarely engages in these forms of media. They are looking for a new agency partner to develop a social media campaign. To help develop the resources to support this new direction, the VP of marketing engages the services of a digital advertising agency. digital media agency. digital interactive media agency. digital marketing agency. digital agency.

digital agency.

Over the last two decades, increased access to mobile devices, greater Internet usage, and more double-income families have meant more income but less time for shopping for many people. As a result, marketing agencies have used ________ to encourage consumers to purchase products and services directly from the manufacturer. promotional-response marketing mobile-response marketing Internet-purchase marketing direct-response marketing indirect-purchase marketing

direct-response marketing

A type of media called ________ generates exposure for a company or brand through outside entities such as the media or the general public; the company or brand does not pay for it. One of the best examples of this type of media occurred in 2014 when the ALS Ice Bucket Challenge to promote awareness of the disease and encourage donations to research went viral. brand media owned media promotion media earned media advertising media

earned media

According to the family decision-making process, a mother who decides that she needs a new car is referred to as the purchasing agent. consumer. initiator. information provider. influencer.

initiator.

Having a marketing and communications strategy to market consumer products and services adds value by strategically integrating the various communication functions into one plan versus having them operate autonomously. What is the name of the plan for coordinating efforts to avoid duplication, take advantage of synergy among promotional tools, and develop more efficient and effective marketing communication programs? integrated sustainability communications plan integrated marketing communications plan integrated promotion communications plan integrated digital communications plan integrated advertising communications plan

integrated marketing communications plan

Offersforshoppers.com is a website that provides various offers to consumers. Users can visit the website and choose the offers that they prefer, then relevant coupons that can be redeemed at the point of purchase are sent to their mobile phones. Which of the following promotional-mix elements is occurring in this scenario? trade advertising personal selling point-of-purchase promotion interactive media direct-mail marketing

interactive media

Money Backed Enterprises still uses an agency commission system designed in the 1990s. They say that the commission system of agency compensation is more flexible; by charging a large commission, they have the flexibility to perform other services for large clients at no extra charge. In addition, the commission system encourages high-priced media. encourages low-priced media. ties agency compensation to media. is easy to administer. is challenging to administer.

is easy to administer.