Marketing Management - Iacobucci - Ch 11

Most marketers believe that a strong attitude-to-the-brand results in a strong attitude-to-the-ad, which in turn results in a likely purchase. a. True b. False

B

________ ads tend to be informative, featuring the product's attributes and their benefits. a. Subliminal b. One-sided argument c. Image d. Perceptual fluency

B

Buying inertia is lower in a "high involvement purchase" than a "low involvement purchase." a. True b. False

A

Companies pulsing out reminder ads to reinforce its target customers' attitudes use a(n) ________ type of ad. a. emotional appeal b. comparative c. one-sided argument d. noncomparative

A

Movie theater owners flash ads at the start of a movie. These ads are an example of ________. a. subliminal ads b. one-sided argument ads c. comparative ads d. two-side argument ads

A

The elaboration likelihood model: a. assumes that there are two ways into a consumer brain — a central path or a peripheral path. b. transfers the experience of "correctness and importance" to the ensuing assessment of the chosen object, increasing its superficial worth. c. assumes that buying inertia is directly proportional to two factors — the empathy gap and impact basis. d. offers an economic advantage by requiring minimal cognitive effort on the part of the recipient

A

There are two phases to ad copy testing—overall concept testing and preliminary flow testing. a. True b. False

A

To capture moment-by-moment processing of a viewer, an advertiser uses dial procedures. a. True b. False

A

With respect to the goals of ad campaigns, ________ increases customers' knowledge and awareness about a particular brand. a. cognition b. the affect element c. the behavior element d. attitude

A

In the context of the product life cycle, a product in the maturity stage is promoted heavily with strong and positive ad campaigns. a. True b. False

B

In the context of the product life cycle, ads for a brand in the growth stage: a. inform customers about the new product or offering. b. maintain a steady presence by serving reminders. c. enhance the positivity of the target segment's attitudes. d. concentrate on the promotion of a diversified product.

C

Which of the following ads use utilitarian appeals? a. Subliminal ads b. Humor appeal ads c. Cognitive ads d. Fear appeal ads

C

There are instances where customers' are affected by positive association with a celebrity, even if the celebrity knows little about the product being endorsed. This is known as the ________. a. subliminal effect b. humor effect c. one-sided effect d. sleeper effect

D

________ is important before launching a core product's full ad campaign. a. Alpha testing b. Linearity testing c. Beta testing d. Copy testing

D

________ is the primary means by which a company communicates to its customers about its products and brands and position in the marketplace. a. Licensing b. Segmenting c. Franchising d. Advertising

D