MKT 3305
Digital cameras, computers, and high-quality printers are allowing people to take and process their photographs. An owner of a film-processing store could advertise the benefits of professional photograph finishing when compared to printer copies, which will fade over time. The film-processing store could use positioning by: Answers: product class. product demographics. product user. competitor. cultural symbol.
A
Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas. Answers: sales-oriented communication positioning image functional
A
In its ads, Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using: Answers: the affect referral decision rule. intermittent stimulation. cognitive input/output. psychosocial consequences. non-qualitative evaluative criteria.
A
In terms of the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates grass stains are all examples of: Answers: functional consequences. psychosocial consequences. bundles of attributes. service assessments. physiological stimuli.
A
Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: Answers: advertising. sales promotion. public relations. publicity. direct marketing.
A
The AIDA model is often used to represent what ideally happens during: Answers: personal-selling. the decoding of direct marketing advertising pieces. mass marketing. sales promotions. the introduction of innovative new consumer products.
A
The S-shaped response function implies that: Answers: initial advertising expenditures will have little impact on sales. advertising expenditures will have major impact on sales. sales effects will follow the microeconomic law of diminishing returns. sales will immediately increase then decrease. sales will immediately decrease then increase.
A
The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages. Answers: elaboration likelihood model 5-W's model of communication AIDA model information processing model cognitive response model
A
The encoding process leads to the development of: Answers: a message. noise. a channel. feedback. a receiver.
A
The model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model. Answers: AIDA hierarchy of results diffusion rate innovation-adoption information processing
A
The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman. Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n): Answers: advertising campaign. copy platform. animatic. campaign illumination. interrelated marketing campaign (IMC)
A
To be effective, marketing objectives need to be: Answers: realistic and attainable. erudite and challenging. philosophical and fungible. long-term and qualitative. reasonable and elaborate.
A
Which of the following is NOT an element of the traditional promotional mix? Answers: Packaging Advertising Personal selling Sales promotion Public relations
A
Which of the following statements is true about direct marketing? Answers: Traditionally, it has not been considered an element of the promotional mix. It is synonymous with direct mail. Indirect-response advertising is considered as one of its major tools. It is seldom, if ever, used by companies that have an external sales force. It does not exist beyond direct mail and mail-order catalogs.
A
Years ago United Parcel Service (UPS) ran an ad campaign based around the slogan, "moving at the speed of business." Later, UPS introduced a new slogan, "What can brown do for you?" The new ads are designed to make customers aware of the different services besides fast delivery that UPS offers. By moving away from promoting itself as simply a delivery company, UPS has: Answers: used a repositioning strategy. segmented the market in new, more profitable ways. adopted a concentrated strategy. adopted an undifferentiated strategy. employed lifestyle segmentation.
A
You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where." Answers: arbitrary allocation percentage of sales ROI return on investment competitive parity
A
____ involves developing separate marketing strategies for a number of segments. Answers: Differentiated marketing Undifferentiated marketing Concentrated marketing Behavioristic segmentation Geographic segmentation
A
_____ are factors that compel or drive a consumer to take a particular action. Answers: Motives Impulses Wants Evaluative criterion Attributes
A
Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events: Answers: attract only affluent viewers. create positive moods that can make viewers more responsive to commercials. show very few commercials. have low levels of advertising clutter. have affective appeals that are minimized by the cognitive appeal of the commercials.
B
Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using: Answers: consumer-oriented sales promotion. trade-oriented sales promotion. functional inducement. telemarketing. integrated promotions.
B
Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking. The store is lit by crystal chandeliers, and there are deep red carpets underfoot. The staff all wear tail-coats. Its ads want customers to associate the store with the royal treatment they will receive when they shop there. This development of a strong, memorable identity is an example of: Answers: a universal selling proposition. image advertising. inherent drama. attribute-based positioning. refutational appeal.
B
Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the "Ultimate Family Night" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion. Answers: communication persuasiveness short-term sales long-term sales brand inquiry information parameters
B
In its ads, Listerine claims effectiveness but admits to less than perfect taste. This is an example of a(n): Answers: one-sided message. two-sided message. confrontational appeal. conclusive message. slice-of-life commercial.
B
Kyle wrote a book for new dads to help them take care of the babies when the wives are away. It is highly recommended that Kyle employ _____ to divide the market. Answers: geographic segmentation demographic segmentation psychographic segmentation socio economic segmentation cultural segmentation
B
Sales-oriented objectives are appropriate for: all Internet marketing. retail advertising promoting a sale or special event. products that have been introduced in a highly volatile market. any advertising campaign aimed at maintaining brand awareness. creating favorable attitudes and images for a brand or a product before purchase could occur.
B
Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce, which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce in a specified region, champagne, and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? Answers: Testimonials Image advertising Brand-to-consumer relevance advertising Benefit-based positioning Refutational appeal
B
The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not just for breakfast anymore," reflected positioning by: Answers: product user. use or application. product class. competitor. cultural symbol.
B
The S-shaped response curve suggests that: Answers: advertising effectiveness will not be related to spending. very low advertising budgets will not work. advertising effectiveness will vary inversely with the spending levels. the carryover effect is especially true for low-priced, frequently purchased consumer products. sales and spending on advertising are not directly related.
B
The elaboration likelihood model (ELM) indicates that the willingness to process an ad is a function of two elements. They are the _____ to process the message. Answers: encoding and decoding abilities motivation and ability knowledge and technical skills attitude and linguistics skills verbal and nonverbal skills
B
The market segmentation process: Answers: divides a market into distinct groups that have heterogeneous needs. divides a market into distinct groups that will respond similarly to marketing actions. offers one version of the product to all markets. identifies markets with unfulfilled needs. positions products in the minds of prospects and customers.
B
The print ad for Thomasville furniture's Louis Phillipe design shows a rumbled bed with pillows flung on the floor and two empty glasses of wine on a nearby table. The door to the balcony is open and looks as if the lovers have just stepped out to look at the moon. The use of sexual innuendoes in this ad to attract attention would be an application of: Answers: the cognitive learning theory. the psychoanalytic theory. the behavioral learning theory. affective modeling. shaping.
B
The source characteristic of attractiveness encompasses: Answers: power, expertise, and recognizability. similarity, likeability, and familiarity. comfort, recognizability, and beauty. beauty, familiarity, and recognizability. expertise, familiarity, and comfort.
B
Top-down budgeting methods are commonly used because of: Answers: their effectiveness. upper management's desire for control. the growing availability of computer simulations. the ease with which a manager can assess the impact of sales on ROI. their quantitative nature.
B
When Sunkist introduced Almond Accents, a topping for everything from salads to casseroles, the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition, consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America. The use of these promotional tools is a good example of the application of: Answers: reinforcement theory. shaping procedures. cognitive learning theory. intermittent reinforcement. attitude modification theory.
B
Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign? Answers: Creative advertisements that are creative for the sake of being creative often fail to produce sales. Creative advertising can break through the clutter and make an impression on buyers. Creative advertising cannot create positive feelings that transfer to the product or service. Creative advertising is effective even if it is irrelevant to the target audience. Creative advertising helps in winning awards that leads to increase in sales.
B
Why are models of the creative process valuable to those working in the creative area of advertising? Answers: The models let the client see what he or she is paying for. The models provide an organized approach to a creative problem. The models let creatives approach the creative process in whichever manner feels most comfortable to them. The models were developed by people who were successful advertisers themselves. The models create heuristics needed to determine whether an ad will accomplish its goals.
B
Why are principles of operant conditioning useful in the development of promotional strategies? Selected Answer: Answers: They explain the cognitive processes that mediate a consumer's response to advertising. They show that experiences with products provide reinforcements that affect future purchase behaviors. They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. They explain consumer behavior in both high and low involvement situations. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.
B
_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior. Answers: Maslow's hierarchy of needs Psychoanalytic theory Integration heuristics Multiattribute attitude theory Operant conditioning
B
_____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand. Answers: A purchase decision A purchase intention Affective behavior Satisfaction Cognitive dissonance
B
_____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. Answers: Integrated advertising marketing Integrated marketing communications management Market auditing Situation analysis Communications process accounting
B
_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. Answers: Touch point Brand identity Marketing mix Customization Interactive marketing
B
_____ segmentation is most closely related to the "80-20 rule," which states that 80 percent of a company's business comes from 20 percent of its customers. Answers: Geographic Behavioristic Demographic Psychographic Benefit
B
A magazine ad picturing a young boy using a toilet has the headline, "Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Windex is a disinfectant and Clorox is a disinfectant as well as a cleanser. This ad is an example of: Answers: confrontational advertising. two-sided advertising. comparative advertising. a verbal appeal. refutational advertising.
C
A marketer may not want to put weak arguments at the beginning of an advertising message because this action may: Answers: reduce the level of counterargument. increase retention of the message. lead to a high level of counterargument. increase the level of interest in the message. deter recipients from drawing their own conclusions.
C
A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising. The extremely attractive and talented English-born actress is used because she is more likely to attract the potential consumers of mobile phones. In terms of the response stages of the persuasion matrix, the mobile phone company is trying to influence: Answers: reception. channel. attention. presentation. behavior.
C
A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambience in the home." This statement could serve as an example of a: Answers: target audience delineation. benchmark measure. communications task. sales objective. short-term promotional objective.
C
According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem. Answers: problem detection illumination immersion reality incubation
C
Company X is a non-profit organization, that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Company X defines its market segment as people who believe in helping others and feel good about it. It uses _____ segmentation. Answers: demographic geographic psychographic benefit socio economic
C
Inna has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. Now it is time for the _____ step of the creative process. Answers: preparation revision incubation illumination verification
C
Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences. Kerry is engaged in: management. Answers: survey research strategies. account-client articulation agreements. integrated marketing communications management. derived demand analysis. efficient synergy management.
C
Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. "Freshness" is the message the ad is supposed to deliver, but if Rick and Beth Minton think the ad is simply showing people being rude and boorish, then in terms of the communication process, the Mintons have _____ the message improperly. Answers: encoded interpreted decoded transmitted channeled
C
The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of? Answers: National advertising Professional advertising Primary-demand advertising Selective-demand advertising Trade advertising
C
The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers. Answers: the marketing mix exchange integrated marketing communications the promotional mix relationship marketing
C
The element of the communications process that closes the loop in the communications flow and allows the sender to monitor how a message is being received and interpreted is known as: Answers: encoding. decoding. feedback. reception. response.
C
The process by which a source with high power can influence behavior is known as: Answers: internalization. identification. compliance. retention. scrutiny.
C
Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air. He is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information. Trevor is engaging in what type of message processing? Answers: Support arguing Central processing Peripheral processing Source bolstering Source blocking
C
When Bruce Teilhaber opened his men's shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. The shoe store uses positioning by: Answers: product demographics. cultural symbols. product user. competition. product class.
C
When marketers develop an advertising message, one of their primary goals is to encode the message: Answers: in a way that makes their message is unique to each individual who is exposed to the ad. so that it can only be understood by members of the target audience. so that it will be understood and interpreted in a similar way by most consumers. using nonverbal communication so as to eliminate problems with connotations and jargon. so that it requires effort to decode it.
C
Which of the following is a geographic variable for segmentation of the market? Answers: Family size Occasions Cities Age Gender
C
Which of the following is true about public relations? Answers: It is another name for publicity. It is narrower in perspective than publicity. Publicity is a tool used for public relations. It uses a variety of tools such as sponsorship, publicity, special events etc. except advertising. It is a tool for publicity.
C
Which of the following statements is true about the use of corporate leaders as advertising spokespersons? Answers: Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. Only major Fortune 500 type companies use corporate leaders as spokespersons. The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual. Corporate spokespersons are ineffective for consumer products. Corporate spokespersons improve the message source image but have no effect on its trustworthiness.
C
_____ generally occurs during the first stage in the consumer decision making process. Answers: Internal search External search Problem recognition Alternative evaluation Post-purchase evaluation
C
_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. Answers: Marketing Mix Promotion Integrated Marketing Communications Mass media advertising Mass marketing
C
_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems that is reflected in new and improved solutions to those problems. Answers: Uniqueness Dramatization Creativity Proficiency Personification
C
_____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped. Answers: Generation Hispanics Social class Culture Reference group
C
A marketing plan usually includes: Answers: a corporate mission statement. job descriptions and job specifications. a media schedule. a detailed situation analysis. sales and market forecasts.
D
AIO stands for: Answers: activities, innovation and opinions. activities, interests and opportunities. activities, innovations and opportunities. activities, interests and opinions. actions, interests and opinions.
D
According to the dissonance/attribution model, the consumer passes through which of the following response sequences during the decision making process? Answers: learn →feel → do learn → do → feel feel → learn → do do → feel → learn do → learn → feel
D
Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth's, and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. Answers: inherent drama brand image unique selling proposition positioning repositioning
D
Crest has come up with three types of toothpastes for different segments - whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germi-check toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market? Answers: Demographic Geographic Socio economic Benefit Socio cultural
D
During which stage of the consumer decision making process are both functional and psychosocial consequences important? Answers: Problem recognition Information search Postpurchase evaluation Alternative evaluation Purchase decision
D
If one subscribes to the theory that "sex sells," which of the following theories would best support this position? Answers: Cognitive theory Operant conditioning Classical conditioning Psychoanalytical theory Postmodernist theory of consumer behavior
D
Operant conditioning is sometimes referred to as _____ conditioning. Answers: stimulus-response psychoanalytical subliminal instrumental valence-oriented
D
Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. Answers: brand image universal selling proposal (USP) inherent drama positioning divestment
D
Ramen has recently come up with instant soup packets which it advertises in the colder regions of Asia and Europe. This is an example of: Answers: demographic segmentation. psychographic segmentation. sociocultural segmentation. geographic segmentation. undifferentiated marketing.
D
The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications influence: Answers: dissonance formation. attributions. beliefs. attitudes. group norms.
D
The proponents of creative advertising argue that: Answers: the more information in the ad the more effective the ad. the only purpose of advertising is to sell the product. advertising should be designed to make consumers buy products that they do not want or need. advertising should be designed to create an emotional bond between consumers and the brand or company. advertising should break through the clutter by focusing on logos and products.
D
The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process. Answers: expertise; yielding expertise; identification power; identification attractiveness; identification attractiveness; internalization
D
Through the use of mnemonics, advertisers hope consumers will engage in _____ when they see the advertisements. Answers: selective attention selective exposure selective comprehension selective retention subliminal perception
D
Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price. Their strategy reflects positioning based on: Answers: benefit segmentation. demographic segmentation. psychographic segmentation. price/quality. product class.
D
Which of the following is an example of a marketing exchange? Answers: The waitress gave Cyrus a menu, and he placed his food order. Griffin helped Mandy replace the air filter in her lawn mower. Ken and Maggie gave their son an MP3 player for his birthday. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.
D
Which of the following response hierarchy models depicts consumers as going through the stages of attention, comprehension, yielding, retention, and behavior? Answers: The AIDA model The hierarchy of effects model The innovation adoption model The information processing model The integrated information response model
D
Which of the following statements is true about communications objectives? Answers: When setting objectives using the communications effect pyramid, the last step reached is trial. Sales goal cannot be translated into communications objectives. Marketing and advertising managers do not rely on experience and intuition when setting communications goals. Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals. Communication objectives are used particularly where the advertiser seeks an immediate response.
D
Which of the following statements is true about source credibility? Answers: High credibility sources are always more effective than low credibility sources. The use of a low credibility source is more effective when the audience has an unfavorable initial opinion or attitude on the issue. The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon. A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion. Low credibility sources are more effective than high credibility sources when they are arguing for a position opposing their own best interest. Question 48
D
_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. Answers: Professional Primary demand Retail Business-to-Business Direct-response
D
_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed. Answers: Evoked sets Attribute assignments Dissonance motives Evaluative Criteria and Consequences Reinforcement criteria
D
Factors such as time of day, store environments, or occasion for which a product will be used are examples of: Answers: group norms. cultural factors. subcultural influences. family influences. situational determinants.
E
L'Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L'Oreal are sold by discount retailers. L'Oreal uses: Answers: concentrated marketing. undifferentiated marketing. market atomization. synchro marketing. differentiating marketing.
E
What is the major advantage of personal selling over advertising as a communication method? Answers: Personal selling generates more sales per dollar invested. Personal selling improves the image of the firm. Personal selling activates the receiver's selective processes, and advertising does not. Personal selling results in sales responses that are more difficult to measure than those of advertising. Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly.
E
Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? Answers: Unique selling proposition Brand image Inherent drama Transformational advertising Positioning
E
CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of: Answers: ad-to-consumer relevance. brand-to-consumer relevance. positioning strategy. inherent drama. an animatic.
A
A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. In response to allegations that it charged African-Americans higher mortgage rates than others, the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm's lending offices. Their reports were released to the news media. This is an example of: Anwers: public relations. advertising. media-selling. sales promotion. cause marketing.
A
A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies. Answers: strategic marketing plan integrated marketing communications plan situation analysis opportunity analysis competitive plan
A
An ad picturing a young boy using a toilet has the headline, "Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not. In this ad, the: Answers: visual element reinforces the copy. advertiser is using a poster appeal. visual element is superfluous. source relied on a recency effect. mass marketing strategy is clearly defined.
A
An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine would be an example of a _____, a part of the communication process. Answers: channel receiver feedback mechanism source decoder
A
As a tool for budget allocation, multiple regression analysis is most often employed in budget models using: Answers: computer simulation competitive parity arbitrary allocation percentage of sales a top-down approach
A
Before setting objectives for advertising and promotion, an organization should: Answers: conduct a situation analysis to identify marketing and promotional issues facing the firm. develop its media plan and allocate the budget to each media. evaluate the effectiveness of the advertising and promotional strategies. conduct test marketing to check the effectiveness of the marketing strategies developed for the current products and services. set its advertising and promotional budgets.
A
A marketer should present the strong points at the beginning of an advertisement only when: Answers: the target audience supports and can connect well with the communicators' position and the message. the target audience is not interested in the topic. the target audience is interested in the topic. the target audience has used the product and has favorable image of the product. immediate action is an objective.
B
Because of the perceived objectivity of the source, which of the elements of the promotional mix is usually regarded as most credible? Answers: Advertising Publicity Packaging Sales promotion Direct marketing
B
Civic organizations like Rotary Clubs, Kiwanis and Lions Clubs offer their members camaraderie and a chance to help others through donations of time and money. By being positive forces in their communities, these organizations become: Answers: disassociative groups. aspirational reference groups. social class referents. subcultural referents. external referents.
B
