Midterm

Semiotics is the study of _____. a. meaning and the analysis of meaning producing events b. languages c. sound d. needs e. attitudes

A.

Which of the following is NOT a form of media advertising? a. television b. radio c. magazines d. sales promotions e. newspapers

D. sales promotion

What is the initial challenge for new brands? a. achieving brand awareness b. enhancing brand image c. achieving brand preference d. achieving brand insistence e. building revenue premium

A. achieving brand awareness

Which type of data is relatively easy to obtain but is the least predictive of consumer choice behavior? a. demographic b. behavioral c. psychographic d. geodemographic e. holographic

A. demographic

The process of translating thought into a symbolic form is known as _____. a. encoding b. feedback c. noise d. decoding e. the message channel

A. encoding

Which of the following is a VALS™ segment? a. Innovators b. Up & Comers c. Realists d. Individualists e. New Traditionalists

A. innovators

Maria is asked by a market researcher to list all the brands of toothpaste she can think of. Which type of awareness is this assessing? a. recall b. recognition c. positive awareness d. free-association awareness e. aided recognition

A. recall

What is achieved when multiple methods are used in combination with one another yielding more positive communication results than when the tools are used individually? a. synergy b. duplicity c. multiplicity d. redundancy e. repetition

A. synergy

Trialability is tied closely to the concept of _____. a. sensation transfer b. perceived risk c. memory cues d. association enhancement e. sensation transference

B. Perceived risk

The ultimate goal of integrated marketing communications is to _____. a. increase brand awareness b. affect the behavior of the targeted audience c. learn how to outsell the competition d. lower production costs e. All of these are correct.

B. affect the behavior of the targeted audience

_____ refers to the extent to which a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked. a. Brand image b. Brand awareness c. Brand loyalty d. Brand preference e. Brand knowledge

B. brand awareness

Toyota automobiles are regarded by consumers as reliable, intelligent, and successful. The levels of satisfaction of Toyota owners is at or near the top of satisfaction ratings. Which brand-related personality dimension best describes Toyota? a. excitement b. competence c. sophistication d. ruggedness e. innocence

B. competence

When activities are undertaken by receivers to interpret marketing messages, this is known as _____. a. encoding b. decoding c. noise d. feedback e. message channel

B. decoding

Demographic variables include characteristics such as age, income, and _____. a. voting preferences b. ethnicity c. purchasing preferences d. place of residence e. All of these are correct.

B. ethnicity

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law. a. Legal tender b. Intellectual property c. Tangible property d. Assets e. Recoverable assets

B. intellectual property

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____. a. competitive espionage b. invading privacy c. increased costs d. losing competitive advantage e. technological breakdowns

B. invading privacy

Encoding _____. a. is interference and distortion b. is the process of translating thought into symbolic form c. involves activities undertaken by receivers to interpret marketing messages d. is the path through which the message moves from source to receiver e. None of these are correct.

B. is the process of translating thought into symbolic form

Which term is preferred by most marketing practitioners to refer to the collection of advertising, sales promotions, public relations, event marketing, and other communication devices? a. marketing promotion b. promotion c. sales promotion d. marketing communications e. integrated marketing communications

B. promotion D. marketing communication

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of _____. a. media advertising b. promotions c. place advertising d. point-of-purchase advertising e. public relations

B. promotions

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of. Which level of awareness is this assessing? a. recall b. recognition c. aided recall d. unaided recall e. positive awareness

B. recognition

The _____ protects owners of brand names and logos from other companies using the identical or similar names. a. Sherman Act b. Magnuson Moss Act c. Federal Trademark Dilution Act d. Clayton Act e. Robinson Patman Act

C. Federal Trademark Dilution Act

Which of these is an example of a metaphor? a. It is as fast as lightning. b. It is as slow as molasses. c. Wheaties is the breakfast of everyday champions. d. Love is like a rose. e. Hate is like a poison.

C. Wheaties is the breakfast of everyday champions

Frequency, loyalty, or ambassador programs and creating brand experiences that make positive and lasting impressions are ways to _____. a. speak with one voice b. create synergy c. build customer/brand relationships d. start with the customer/prospect e. reach consumers who cannot be reached through traditional mass media

C. build customer/brand relationships

An innovation's degree of perceived difficulty is referred to as _____. a. compatibility b. relative advantage c. complexity d. trialability e. observability

C. complexity

According to the HEM, consumer behavior is seen as _____. a. rational b. highly cognitive c. emotional d. systematic e. reasoned

C. emotional

Milo is employed by a manufacturer of consumer packaged goods products. His job entails the planning, creation, integration, and implementation of diverse forms of marcom, such as advertising, sales promotion, publicity releases, events, etc., that are delivered over time to a brand's targeted customers and prospects with the ultimate goal of influencing or directly affecting their behavior. Milo is performing _____. a. integrated marketing (IM) b. marketing communications (marcom) c. integrated marketing communications (IMC) d. promotion marketing (PM) e. integrated promotion management (IPM)

C. integrated marketing communications

Related to the brand name is a graphic design element called a brand _____. a. symbol b. trademark c. logo d. image e. visual

C. logo

When there are television commercials for the Ford Focus, television is the _____. a. receiver b. source c. message channel d. noise e. message

C. message channel

The name chosen for a brand does three things—affects the speed with which consumers become aware of the brand, influences the brand's image, and ______. a. increases sales b. reduces the impact of competitive offerings c. plays a major role in brand equity formation d. increases consumers' knowledge of the product e. enhances share-of-voice

C. plays a major role in brand equity formation

Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind. Karen is writing a _____. a. relationship statement b. creative brief c. positioning statement d. contact brief

C. positioning statement

_____ is based on demographic characteristics of consumers who reside within geographic clusters such as zip code areas and neighborhoods. a. Behaviorgraphics b. Psychographics c. Demographics d. Geodemographics e. Cosmographics

D. Geodemographics

Aspects of consumers' psychological makeup and lifestyles—including their attitudes, values, and motivation—comprise _____. a. demographic characteristics b. purchasing characteristics c. behavioral characteristics d. psychographic characteristics e. physical characteristics

D. Psychographic charcteristics

Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee. A particular thought or feeling that comes to Maria's mind is known as a(n) _____. a. brand dimension b. cognition c. brand link d. association e. think-feel linkage

D. association

A _____ is everything that one company's particular offering stands for in comparison to competitors' offerings. a. trademark b. logo c. symbol d. brand e. sign

D. brand

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____. a. complexity b. compatibility c. relative advantage d. observability e. trialability

D. observability

This dimension includes brands that are down-to-earth, honest, wholesome, and cheerful. a. excitement b. sophistication c. competence d. sincerity e. ruggedness

D. sincerity

The pinnacle of brand-name awareness that exists when your company's brand is the first brand that consumers recall when thinking about brands in a particular product category is known as _____. a. top-of-category awareness (TOCA) b. recognition c. tip-of-the-tongue awareness (TOTA) d. top-of-mind awareness (TOMA) e. top-of-class awareness (TOCA)

D. top-of-mind awareness (TOMA)

The marketing mix for a brand consists of _____. a. product b. price c. promotion d. place e. All of these are correct.

E. All of these are correct

Which of the following is a VALS™ segment? a. Innovators b. Thinkers c. Believers d. Experiencers e. All of these are correct.

E. all of these are correct

The VALS™ segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire. a. four b. five c. six d. seven e. eight

E. eight

Which of the following terms serves as a summary means for describing all forms of marketing focus? a. product b. brand c. communication d. promotion e. integration

E. integration

The best predictor of one's future behavior is his or her _____. a. age b. ethnicity c. income d. place of residence e. past behavior

E. past behavior

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____. a. relative advantage b. compatibility c. complexity d. observability e. trialability

E. trial-ability

The phrase "love is like a rose" is an example of a(n) _____. a. simile b. metaphor c. allegory d. nonsequitur e. gerund

a. simile

An object is a _____ when the object and referent have no prior intrinsic relationship but are rather arbitrarily or metaphorically related. a. sign b. symbol c. point d. space e. trademark

b. symbol

A good logo should _____. a. be very simple b. be very complex c. be recognized easily d. convey different meanings to the various target members e. all of these are correct

c. be recognized easily

Rugby was initially considered a men's sport, but societal attitudes have changed and more schools have women's rugby teams. This change in societal attitudes toward women playing rugby represents increased _____ for this activity. a. relative advantage b. trialability c. compatibility d. complexity e. observability

c. compatibility

Which of the following is NOT a VALS™ segment? a. Innovators b. Makers c. Realists d. Experiencers e. Believers

c. realists

From the perspective of the customer or consumer, _____ is the extent to which they are familiar with the brand and have stored in their memory favorable, strong, and unique brand associations. a. brand awareness b. brand image c. brand preference d. brand equity e. brand effectiveness

d. brand image

A(n) _____ uses a comparative term such as "like" or "as" to join items from different classes of experience. a. gerund b. nonsequitur c. allegory d. simile e. metaphor

d. simile