Marketing Quiz - Ch 18&19

Traditionally, advertising has been ________ and ________. a) passive; offline b) passive; reciprocal c) interactive; online d) interactive; offline e) passive; online

a) passive; offline -> Traditionally, advertising has been passive and offline. However, more recently there has been a growth in online advertising and interactive features.

An example of ________ is when America's Got Talent judges are seen drinking Dunkin' Donuts coffee. a) product placement b) cross-marketing c) a premiumevent d) sponsorship e) a loyalty program

a) product placement -> When marketers use product placement, they pay to have their product included in nontraditional situations, such as in a scene in a movie or television program.

American Airlines advertises throughout the year, but significantly increases its advertising during certain low-demand periods, thus implementing a ________ advertising schedule. a) pulsing b) flighting c) continuous d) status quo e) seasonal

a) pulsing -> Pulsing combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods. For example, American Airlines advertises throughout the year but boosts its advertising expenditures during low-demand periods.

The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as a) the lagged effect. b) unaided recall. c) delayed interest. d) delayed awareness. e) top-of-mind awareness.

a) the lagged effect. -> Sometimes consumers don't act immediately after receiving a marketing communication because of the lagged effect—a delayed response to a marketing communication campaign.

The AIDA model is also known as the ________ model. a) think, feel, do b) like, think, feel c) think, say, do d) think, feel, say e) feel, like, do

a) think, feel, do -> Customers actually have three types of responses, so the AIDA model is also known as the "think, feel, do" model.

________ is (are) the number of times an ad appears in front of the user. a) Frequency b) Impressions c) Reach d) Clicks e) Relevance

b) Impressions -> Impressions are the number of times an ad appears in front of the user.

When two or more firms join to reach a specific target market, it is referred to as a) product placement. b) cross-promoting. c) pulsing. d) product highlighting. e) flighting.

b) cross-promoting. -> To achieve a successful cross-promotion, the two products must appeal to the same target market and together create value for consumers.

The AIDA model represents a series of mental stages a consumer goes through and includes awareness, action, interest, and a) decision making. b) desire. c) decoding. d) deliberation. e) debate.

b) desire. -> The most common model marketers use to understand the mental stages a consumer goes through is the AIDA model, which suggests that awareness leads to interest, which leads to desire, which leads to action.

________ advertising generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product. a) Push b) Informative c) Persuasive d) Reminder e) Pull

c) Persuasive -> When a product has gained a certain level of brand awareness, generally in the growth and early maturity stages of the product life cycle, firms use persuasive advertising to motivate consumers to take action.

Alberto determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the six weeks of the campaign, representing its a) reach. b) relevance. c) frequency. d) return on investment. e) gross rating points.

c) frequency. -> One of the metrics marketers measure is the frequency of exposure, which is how often the audience is exposed to a communication within a specified period of time.

A ________ offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing. a) sampling b) rebate c) premium d) product placement e) POP displays

c) premium -> A premium offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

The slogans "Better Ingredients, Better Pizza," and "World's Best Hamburgers" are examples of ________, which is the legal exaggeration of praise, stopping just short of deception, lavished on a product. a) flighting b)inflated advertising c) puffery d) cross-promoting e) pulsing

c) puffery -> Puffery is the legal exaggeration of praise, stopping just short of deception, lavished on a product. In this example the words coolest and best are subjective measures.

As a product in the maturity stage of its life cycle, chewing gum brands would most likely require the use of ________ advertising to prompt purchases. a) informative b) pull c) reminder d) push e) persuasive

c) reminder -> Reminder advertising is communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

________ appeals help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides. a) Engineering b) Emotional c) Candid d) Informational e) Contemporary

d) Informational -> Informational appeals help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides. Thus, ads for the Sexy Green Car Show in Cornwall, UK, espouse multiple ways in which consumers can educate themselves and act in a more environmentally conscious manner when it comes to their automobiles.

In the communication process, ________ refers to the process by which the receiver interprets the sender's message. a) aided recall b) noise c) feedback d) decoding e) encoding

d) decoding -> Decoding refers to the process by which the receiver interprets the sender's message.

Coppertone uses a ________ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends. a) seasonal b) status quo c) pulsing d) flighting e) continuous

d) flighting -> Flighting refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising. This pattern generally functions for products whose demand fluctuates, such as suntan lotion, which manufacturers may advertise heavily in the months leading up to and during the summer.

When introducing new products, Quaker Oats uses a(n) ________ strategy by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product. a) persuasive b) reminder c) informative d) push e) pull

d) push -> Push strategies are designed to increase demand by focusing on wholesalers, retailers, or salespeople. These campaigns attempt to motivate the seller to highlight the product, rather than the products of competitors, and thereby push the product to consumers.

Assessing the effectiveness of an advertising campaign while it is running by monitoring key indicators is referred to as a) cross-checking. b) flighting. c) pulsing. d) tracking. e) sampling.

d) tracking. -> The effectiveness of an advertising campaign must be assessed before, during, and after the campaign has run. Tracking includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch consumers' attention. The use of visuals in this manner represents the ________ component of the communication process. a) sender b) receiver c) communication channel d) feedback e) encoding

e) encoding -> Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

Nat gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its a) return on investment. b) gross rating points. c) relevance. d) frequency. e) reach.

e) reach. -> Marketers can measure consumers' exposure to marketing communications through reach, which describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.