Advertising MidTerm Ch 1-6

A low price, low involvement purchase is likely to begin with which component of an attitude?

conative

Decision rules that help employees make quick decisions regarding purchases are called:

heuristics

In terms of the visual element of an advertisement, a concrete image has a:

higher level of recall than an abstract image

Attitudes, interests, and opinions are reflected in:

psychographic market segments

The following are methods of segmenting business-to-business markets, except:

psychographics

A consumer sees a billboard while driving. The billboard is a:

transmission device

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

Decoding

In terms of generation segmentation, which group allocates a large portion of family income to upgrading homes, ensuring education and independence of their children, buying luxury items, and taking exotic vacations? Insurance and investments are also important to this generation group.

Older boomers

The following are advantages of using an in-house advertising department, except:

a better understanding of consumers and consumer trends

Stopping an ad which appears to be funny in one global culture but offensive in another is probably performed by:

a cultural assimilator

Which company is most likely going to use a continuous campaign schedule of advertising?

a furniture manufacturer

From the list below, the product that best fits a scarcity appeal would be:

a musical compilation CD from various artists

A contact point is:

a place where consumers interact with a company

It is important that the image being projected by a company's marketing messages:

accurately portray the firm and coincide with the goods and services being offered

Because of the rise in the importance of accountability and producing measurable results, companies have become less reliant on television advertising and have shifted dollars to:

alternative communication venues and methods

Jordan is a conservative, conventional consumer who focuses on tradition, family, religion and the community. She prefers established brands and favors American-made products. According to the VALS2 typology, she is a(n):

believer

Advertising agencies offer the following advantages, except:

better understanding of the product and how it is used by consumers

A communications budget is based on:

both communication and marketing objectives

Nike creating a line of clothing to go along with their main products (shoes) is an example of:

brand extension

For a brand to have a high level of brand equity, it must have all of the following, except:

brand parity status

Although sexually-oriented advertisements attract attention, which is lower for ads using a sex appeal than for ads using some other type of appeal?

brand recall

An organizational factor that impacts the manner in which a purchase decision is made includes the:

capital assets a firm has available

Even though a business may have gone out of business, a few consumers may still recall the company when thinking about making a new washing machine purchase due to:

carryover effects of previous ads

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the rest of the summer free. This statement in the ad corresponds to which component of an attitude?

conative

Asking two or more advertising companies to make a creative pitch is sometimes called:

conducting a shootout

A major principle guiding any advertising program should be:

consistency

In the means-ends chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The healthier bones component of the means-ends chain is the:

consumer benefit

According to the hierarchy of effects model, after preference comes:

conviction

Alternative interactive marketing techniques are designed to:

create experiences with a brand and not just simply purchases

From the company's perspective, a quality corporate image enhances the introduction of a new product because:

customers normally transfer their trust in and beliefs about the corporation to a new product

A creative's main responsibility is to:

develop advertisements and campaigns

A description of how a search engine can help the web specialist at business feel good about its website's ability to handle the e-commerce traffic is an example of an advertisement using a(n):

emotional appeal

Business-to-business ads have tended to use the rational advertising appeals almost exclusively. In recent years, there has been a move to use more:

emotional appeals

An advertisement by 1st Source Mortgage provides information about a fall special in which a consumer can obtain a free mortgage analysis by calling or e-mailing 1st Source Mortgage. The advertising goal of this advertisement is most likely to:

encourage action

In the "establishing specifications" step of the b-to-b purchasing process, for a modified rebuy situation, specifications are:

examined to ensure that they are current and still meet the company's needs

All of the following are examples of communication noise except:

examining an advertisement in a magazine

The secret to a long brand life is:

finding one unique selling proposition and sticking with it

When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets and the team believes is not being reached by the company's current brand, which is being used?

flanker brand

Corporate logos:

help with recall of advertisements and brands

All of the following are trends impacting the use of integrated advertising and marketing communications except:

increases in perception of brand equity

Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by individuals, apart from the ad. The advantages of this method of writing songs for ads include the following, except:

it is easier to develop brand awareness, brand equity, and brand loyalty

A set of businesses or groups of individual consumers with distinct characteristics is a:

market segment

A company has reached the end of a contractual agreement with a vendor and wants to open it up for bid again before signing a new contract. This type of purchase situation is a:

modified rebuy

If a company's leaders rejects a communications budgeting method because it would take too long to prepare, odds are the budgeting method is:

objective and task

A "right-brain" advertisement is:

oriented towards the emotional or feeling side of the brain

A "left-brain" advertisement is:

oriented towards the logical, rational side of the brain

A proprietary brand marketed by an organization and distributed within the organization's outlets is a(n):

private label

An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising research approach?

psychological approach

Attitudinal measures associated with branding can be used to track all of the following except:

purchase intentions

A straight rebuy involves:

re-ordering raw materials from the same vendor

In making decisions about the image to be projected, it will be the easiest for marketers to:

rejuvenate an image that is consistent with consumer's current view of the company

Each of the following would be examples of the consumer buyer behavior trend of cocooning, except:

taking a pleasure cruise

Advances in ________ have dramatically changed marketing.

technology and communication

An evoked set is the set of brands:

that a person would consider as potential solutions to meet a need

In terms of media expenditures, the fastest growing media outlet is:

the Internet

In using the affect referral approach to decision-making, the person considers:

the brand he or she likes the best

Starbucks would be an example of a company involved in dual channel marketing because the company sells coffee:

to both consumers and businesses

Each of the following statements about the visual element in ads is true, except:

visual elements are stored only in the left side of the brain

Because retailers control shelf purchase and have purchasing data, they determine:

what products and brands are placed on stores shelves

A corporate image summarizes:

what the company stands for as well as how it is known in the marketplace