MAR CH 11

__________ are tested with numerous measures of attitudes and behavioral intentions.

Affective goals

A hotel has the following conditional probabilities of customers in the marketplace: Awareness 25%, Attitude 80%, Trial 100%, Repeat 75% To optimize business success via advertising, the hotel should spend more money on advertising and choose media that reaches more broadly.

False

ABC Company is creating an advertisement to announce its new service. It follows the typical advertising process in which the source sends out a certain message, which is transmitted and then encoded.

False

An ad message needs to be simple, and so it is best to focus on achieving multiple goals.

False

As a product matures, its appeals are likely to be less image-based.

False

At brand maturity, ad campaigns are developed to enhance a target segment's positive attitudes about the brand.

False

Company X is trying to increase awareness and positive attitudes about a new brand. Company X should use a humorous ad instead of a non-comparative ad.

False

When a marketer looks for his ads to have a holistic nature that is consistent across all media choices, he is using

Integrated Marketing Communications.

__________ is a type of experiment advertisers will run on consumers, where the consumer watches an ad and has a dial and will indicate whether he likes the ad or does not like the ad.

Moment-by-moment processing

AIDA stands for Attention, Interest, Desire, Action.

True

Advertising Agency's promotional materials include a statement indicating that advertising is the primary means by which a company communicates to its customers about its products, brands, and position in the marketplace. Advertising Agency's statement is accurate.

True

Advertising effects might not appear immediately because they are cumulative and therefore difficult to attribute to a single ad campaign.

True

Concept testing involves a focus group of eight to 10 consumers in the target segment who are shown an early version of the ad using illustrative props to explain the ad's basic idea.

True

Integrated Marketing Communications (IMC) means advertising in many forms, including public relations, direct marketing, TV, and magazines.

True

Source credibility refers to a consumer interpreting a message as the most important piece of information, but the consumer also processes the source's credibility as a cue to the validity of that message.

True

The following formula is how marketers hope ads will affect consumers: Aad???Abrand ? likelihood to purchase.

True

AIDA represents attention, interest, desire, and

action.

All elements of the marketing mix are important, but __________ is the most direct communication link.

advertising

What is the primary means by which a company communicates with its customers about its products, brands, and position in the marketplace?

advertising

If the advertising goal is to increase awareness, what type of ad should be run?

an ad with lots of information

Which of the following identifies a basic attitude that marketers measure in evaluating ads?

attitude toward the ad

For __________ tests, the primary consideration is memory.

cognitive

Coffee Bean Co. competes in the crowded coffee bean product category and sells its products in grocery stores and other stores selling coffee products. The firm has struggled to distinguish its brand because consumers view many products in many purchase categories as

commodity-like.

A(n) __________ ad is used for a new product, whereas a mature brand uses an image ad.

comparative

Which of the following ad types does NOT tend to be rational in content and processed cognitively?

comparative

Which of the following ad types does NOT trigger emotional responses?

comparative

In a(n) __________, the featured brand name is mentioned, as is the brand name of a competitor.

comparative ad

When a brand is growing, what should an ad campaign do?

develop the positivity of the attitudes toward the brand

Advertising goals fall into one of three camps: cognition, affect, or action.

false

An advertisement that induces enough fear to be creepy or horrifying is very effective because consumers remember the product.

false

Brand X is a type of carbonated beverage. Brand X's ad mentions both its fresh taste and its high sugar content, which can be bad for your teeth. This is an example of a one-sided argument.

false

Which of the following is NOT a way marketers wish to affect consumers in advertising?

fashion

Hite Enterprises avoids using negative emotions in its advertisements. Hite Enterprises likely does not use emotions such as __________ to sells its products.

fear

Saffire Clothing's ads claim that the brand is an exclusive, premium brand. Saffire's products need to be __________, priced relatively high, and distributed relatively exclusively.

high quality

The idea that familiarity from repeated exposure to a brand name, logo, or ad will over time enhance the viewer's favorability toward the ad (and brand) refers to which term?

mere exposure

In a(n) __________, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.

non-comparative ad

A two-sided ad is viewed as being more

objective.

SnowBlowers, Inc. expresses the benefits of using its snowblowers. What type of argument is SnowBlowers, Inc. using?

one-sided argument

According to the elaboration likelihood model (ELM), which of the following is a way into your brain?

peripheral

SuperStore is researching its options regarding the quickest way the company can increase sales. SuperStore's research should lead it to which of the following?

price promotion

A movie theater flashes the word "Popcorn" on the screen before showing the movie. It is attempting which form of advertising?

subliminal

Ralph's Big & Tall retail stores, a national men's apparel retail shop, does not use celebrity endorsers in its advertising. Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph's and the superior customer service the store provides. Firms such as Ralph's Big & Tall opt to use regular people instead of celebrities because

they are more authentic and trustworthy.

In the basic model of dyadic communication, there are three parts. Which of the following is NOT one of the parts?

transfer agent

A non-comparative ad focuses on a single brand's features, attributes, and image portrayal.

true

Advertising is important because it facilitates customer awareness by providing information about the brands to the target customers.

true

In a cognitive ad, a cognitive or rational appeal engages the consumer's brain.

true

Many people think of television commercials when they think of advertising.

true

Testimonials by regular people can convey credibility because they are like us, the target audience of regular people.

true

The success of the more effective goals (image, preference) is tested with numerous measures of attitudes and behavioral intentions.

true

When an ad Kroger toothpaste mentions Crest toothpaste, it is using comparative advertising.

true