MKTG125 Exam 1

Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process?

B. attitude formation

The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation.

B. benefit

With respect to the roles in the family decision-making process, the individual who performs the physical act of buying the product is called the

B. purchasing agent.

The majority of an advertising agency's expenses are in the area of

B. salaries and benefits for employees.

While watching a basketball game on television, Ryan leaves the room during commercial breaks and returns only when the live broadcast returns. If he deliberately avoids viewing commercials, Ryan is likely exhibiting

B. selective exposure.

In the context of advertising for consumer markets, _____ advertising focuses on creating demand for a specific company's brand.

B. selective-demand

Jorge realized his core target audience was characterized by common leisure activities (museum visits, polo matches), shopping patterns (preference for boutiques, designer labels), and media habits (read , ). His target audience may be most appropriately characterized by

B. social class.

Pluto Inc., a new ad agency, primarily obtains clients through cold calls, promotional letters, and following up on known leads. The company maintains a separate department which is responsible for bringing in new accounts. In this scenario, the company is obtaining clients through

B. solicitation.

Primary-demand advertising is designed to

B. stimulate demand for a general product class or entire industry.

Which of the following is true of the problems associated with the centralized organizational structure?

C. It makes it difficult for the advertising department to understand the overall marketing strategy of the brand.

Which of the following is true of saliency of beliefs?

C. It tends to vary across different consumption situations.

Which of the following is true of perception?

C. Perception is an individual process.

Which of the following statements describes a disadvantage of publicity?

C. Publicity is not always under the control of an organization and is sometimes unfavorable.

Which of the following statements about publicity is true?

C. Publicity usually comes in the form of a news story or an editorial

According to the American Marketing Association's definition of marketing, which of the following statements is true?

C. Successful companies recognize that creating and delivering value to their customers is extremely important.

Which of the following statements is true about the role of top management in the advertising and promotion decision-making process?

C. The top management is usually interested in how the advertising program represents the organization.

Which of the following statements is true of media departments?

C. They review information on demographics and radio listenership.

Which of the following is a primary difference between publicity and advertising?

C. Unlike advertising, publicity is not paid for by the sponsoring organization.

In companies that follow a centralized organizational system, who among the following is likely to be given the title "marketing communications manager"?

C. advertising manager

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "analysis of promotional program situation"?

C. analyzing consumer behavior

According to an integrated marketing communications planning model, which of the following activities is best associated with the review of the marketing plan step?

C. assessing environmental influences

James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind. James provides Lily with several stimuli such as words, pictures, and ads. With respect to motivation research, James is using a(n)

C. association test.

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

C. business-to-business

When Mariah Carey paired her new perfume with the looks and sweetness of lollipops, it was an application of the principles of

C. classical conditioning.

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes planned marketing communication messages created by an organization such as advertisements, websites and social media sites, news/press releases, packaging, brochures, and sale promotions?

C. company-created touch points

Motor Corp., an automobile manufacturer, launched an ad campaign that stated, "We are yet to reach the industry leader's position, so we try harder." In this scenario, the company is positioning itself based on

C. competition.

John & Bauer Inc., manufacturers of health drugs, are the manufacturers of a painkiller called JB Revive. The painkiller is unique as it contains calcium, and it is quite unlike any other painkiller in the market. The addition of calcium led to an increase in sales of the medicine as well. In this scenario, the addition of calcium gives the company a

C. competitive advantage.

Within the creative services department of a full-service agency, once the copy, layout, illustrations, and mechanical specifications of the ad have been completed and approved, the ad is turned over to the _____ department.

C. production

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of\

C. professional advertising.

The stage of the IMC planning process which comes immediately after the overall marketing plan is reviewed is the

C. promotional program situation analysis.

From the perspective of a promotional planner, the primary purpose of media is to

C. provide an environment for the firm's marketing communications message.

The primary function of most media is to

C. provide information and entertainment to their audience.

A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local newspapers. The advertisement stated that A to Z would provide its customers all vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the state. A to Z most likely used

C. retail advertising.

The step of the perception process where consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as

C. selective comprehension.

Robert, the CEO of a software company in Houston, has fulfilled his career goals. Therefore, he decides to retire and help eliminate societal problems. In order to achieve this, he starts a charitable organization that helps in educating underprivileged children. With respect to Maslow's hierarchy of needs theory, Robert is looking to fulfill his _____ need.

C. self-actualization

When Bloomingdale's New York store sprayed Donna Karan's new perfume DKNY onto the sidewalks outside the store to introduce the perfume to consumers, it was trying to increase the level of _______________ so the product would get noticed.

C. sensory input

When Coca-Cola wanted to regain market share for its vitaminwater product lines, it based its marketing strategy on a __________________, or a detailed assessment of the current marketing conditions facing the company, its product lines, and its individual brands.

C. situation analysis

Peter owns several rental apartments. Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span. Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments. His repeat purchases indicate

C. strong brand loyalty.

Adidas has different versions of its ads that are designed to appeal to different age groups and different regions of the United States, or _________________, because it found that these segments had different beliefs, values, norms, and patterns of behavior than the larger cultural mainstream.

C. subcultures

The first step in the IMC planning process is

C. the review of the marketing plan.

Dynamic Inc., an advertising agency in Manhattan, receives compensation from its clients based on Dynamic's sales and market share performance. This is an example of a(n) _____ compensation system.

C. value-based

Which of the following is an example of retail advertising?

E. Newspaper advertisement for a discount at a restaurant located on the outskirts of San Diego

_____ is a form of one-on-one communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.

E. Personal selling

What is the major advantage of personal selling over advertising as a communication method?

E. Personal selling involves direct contact between the buyer and seller, whereas advertising deals with indirect contact.

Which of the following is considered to be the greatest obstacle in implementing integrated marketing communications (IMC)?

E. The lack of people with the requisite broad perspective and skills to implement IMC presents the biggest obstacle.

Which of the following is true of the Internet as a marketing medium?

C. It enables marketers to gather valuable personal information from customers.

Which of the following is true of retail advertising?

C. It is done to build store traffic and sales.

Which of the following differentiates a functional consequence from a psychosocial consequence?

A. Functional consequences are concrete outcomes of a product, whereas psychosocial consequences are abstract outcomes.

Which of the following is true of direct-response advertising?

A. It encourages consumers to purchase straight from the manufacturer.

Which of the following best describes selective-demand advertising?

A. It focuses on creating demand for a specific company's brands.

Which of the following is true of the role of an advertising manager, under a centralized management system?

A. It includes budgeting and planning media schedule.

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

A. It provides for immediate feedback from the message recipient.

_____ is a system whereby the commissions average from 8 to 10 percent or are based on a sliding scale that becomes lower as the clients' media expenditures increase.

A. Negotiated commission system

Which of the following statements describes a situation in which marketer-induced problem recognition was used?

A. Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at the end of each summer, stating that their existing wardrobe might be out of style.

Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution are ways of

A. achieving a competitive advantage.

Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?

A. advertising

Momentum, a brand of sports cars, launched an advertising campaign with a tagline that states, "Our cars outperform most cars on the road even before you step on the accelerator." In this scenario, the company is using _____ segmentation as it targets its product to satisfy consumers who want to satisfy performance needs.

A. benefit

WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water-resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of _____ segmentation.

A. benefit

Gerald is responsible for keeping track of his agency's ________________, or the amount of client money his agency spends on media purchases and other equivalent activities.

A. billings

In a decentralized system, a(n) _____ is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance.

A. brand manager

What is the next stage in the IMC planning process, once marketing and communication objectives have been set?

A. budget determination

Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In the given scenario, Momentum Automobiles would be classified as a(n)

A. client.

The strong brand images of Apple, Samsung, Nike, BMW, and McDonald's give them a ___________________ in their respective markets.

A. competitive advantage

Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of

A. consumer-oriented sales promotion.

Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes, are part of

A. consumer-oriented sales promotion.

Pluto Inc. is a small agency that employs writers, artists, and other innovative personnel. It is a specialized agency and does not deal with research, account planning, or television and radio space buying. In this scenario, Pluto Inc. is an example of a(n)

A. creative boutique.

When , targets the 34 percent of the population who are 50+, it is using a _____________________ segmentation strategy.

A. demographic

Interactive agencies are also called

A. digital agencies.

Dezine Inc. is a company that sells women's fashionable clothing through ballroom costume parties. It targets women who are too busy to go to stores to shop. The company avoids using wholesalers and retailers in its selling process. Dezine is utilizing a(n)

A. direct channel of distribution.

Rapp and Wunderman are subsidiaries of large agency holding companies that provide services for companies that want to communicate with consumers through telemarketing, direct mail, television, the Internet, and other forms of direct-response advertising. They are examples of ___________________ agencies.

A. direct-marketing

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

A. direct-response

With respect to 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 dirt stains are all examples of

A. functional consequences.

Brown's Foods determined that Southerners preferred milder mustard than those in the Northeast. This led the company to develop a new "Southern Style Mustard." This strategy best exemplifies

A. geographic segmentation.

The primary goal of an integrated marketing communications program is to

A. have a company's entire marketing and promotional activities project a consistent, unified image to its customers.

With respect to the roles in the family decision-making process, the person who exerts power as to what criteria will be used in the selection process while purchasing a product is called the

A. influencer.

Rebecca is engaged in a process where she is assessing the strengths and weaknesses of her brand from an image perspective. She is in which stage of the integrated marketing communication planning process?

A. internal analysis

According to Tom Duncan's basic categories of contact or touch points, which of the following best describes interactions that occur with a company or brand during the process of buying or using the product or service?

A. intrinsic touch points

The most effective way for an agency to acquire new business is through

A. its image and reputation.

Telluride ski resort appeals to the personality or ___________ of skiers, as these can influence purchase decisions.

A. lifestyle

Which of the following is true of advertising as a form of promotion?

A. low cost per contact

During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food products were in high demand in American society. In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally. In this scenario, the company is taking advantage of a

A. market opportunity.

FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the ticketing process easier. The company found that the existing system was complicated and highly time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a ride automatically. According to the given scenario, FunZone has recognized a

A. market opportunity.

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?

A. mass advertising

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by

A. mass-media advertising.

When it comes to neuroscience, Ray Poynter, social media consultant, believes that neuroscience is

A. more hype than science.

When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using __________________________ research.

A. motivation

Stylo, a perfume manufacturing company, spends about $1,000,000 annually on advertising. The company seeks to remind its customers in the United States about the brand and its features, benefits, and uses. It primarily strives to reinforce its image and initiate product purchase. In the context of the types of advertising to consumer markets, Stylo is using

A. national advertising.

Momentum, a car manufacturer, positions one of its convertibles as "the best natural tanning tool known to man." This scenario would reflect a positioning strategy based on

A. product attributes and benefits.

Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, "Try our fruit juices and get the freshness of real fruit," to position itself against the category. In this scenario, Pluto Inc. is positioning its juices based on

A. product class.

To encourage more people to use mass transit, ads from providers of mass transportation compare the ease and comfort of riding mass transit with the difficulties of driving in congested traffic and parking headaches. With respect to the positioning strategies, these mass transportation providers are making use of positioning by

A. product class.

Jim, an employee of CL Inc., is responsible for planning, marketing, budgeting, sales, and profit performance of a specific brand. He has two assistants who help in planning, implementing, and controlling the marketing program. In this scenario, Jim is an example of a(n)

A. product manager.

Premium Sports Apparels came up with an ad for shorts that are specially designed for athletes. The ad, which was featured in a sports magazine, shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by

A. product user.

In the context of motivation research, _____ are efforts designed to gain insights into consumers' values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.

A. projective techniques

When Coca-Cola targeted end consumers across the global market with the ad campaign that they should "Taste the Feeling" to remind consumers that drinking a Coca-Cola makes everyday moments more special, it was using a

A. promotional pull strategy.

DG Loans, a mortgage lender, was charged with a discrimination lawsuit. It alleged that the company was offering loans at higher rates of interest to African-American consumers. In response to these allegations, DG Loans sent out e-mail queries to its African-American customers to get feedback on their experiences with the firm's lending offices. This feedback was subsequently collected and released to the news media. This is an example of

A. public relations.

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "integrate and implement marketing communications strategies"?

A. purchasing media time and space

The chief marketing officer who noted that "the future of marketing isn't about getting people to buy your brand, but to buy into your brand," recognized that marketing is now in the _____________ era, and companies must connect with consumers based on trust, transparency, engagement, and authenticity.

A. relationship

WriteOn Stationery is new in the market. They have hired a specialized agency to promote their products in the market. Which type of specialized service would help them coordinate a program to allow consumers to mail in Universal Product Codes from three WriteOn products to receive a free Redbox movie rental?

A. sales promotion agency

James wants to buy a new truck.While watching TV, he notices a series of truck ads. However, he fails to notice several other ads including those promoting cosmetics, snack foods, and sodas. In this scenario, James is exhibiting

A. selective attention.

The American Eurocopter company shows its product on a large yacht in its advertising in the hope that it will appeal to the upper stratum of _______________, which refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, behaviors, and interests can be grouped.

A. social class

In its ads, The Coffee House stresses consumers' overall emotional impressions of the brand with an attractive slogan. Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers. It wants its consumers to purchase on the basis of this impression and not comparison. This is an example of a marketer using

A. the affect referral decision rule.

Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.

A. the consumer's level of sensory input

An ad in Blossom, a publication for retail florists, promotes Burgundy Lace tulips as a product that will enhance any spring bouquet that florists sell to consumers. The ad for Burgundy Lace tulips is an example of

A. trade advertising.

A dog that salivates during feeding time does so due to an innate reflex reaction. According to the conditioning theory in relation to this scenario, food will be considered as a(n)

A. unconditioned stimulus.

Jemma is targeting a new tennis racquet to tennis enthusiasts with professional occupations who have annual household incomes above $250,000 and graduate degrees. Her target audience likely falls into the ___________ level of social class, which includes about 14 percent of people in the United States.

A. upper

Initially, Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality speaks the language of speed." Back then, the company was trying to make the customers aware of the speed with which it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a parcel delivery company, FPS has

A. used a repositioning strategy.

Venus Corporation engaged in a multimillion-dollar campaign to alter its image among many of its customers. The company's customers had a perception that the company was simply a hardware manufacturer. Venus wants customers to see it as a services and technology provider. In this scenario, Venus is

A. using a repositioning strategy.

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "analysis of communications process"?

B. analyzing source, message, and channel factors

With respect to the consumer decision-making process, the stage that occurs immediately after the problem recognition stage is

D. information search.

_____ 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.

B. Behavioristic

_____ involves the process for planning, executing, evaluating, and controlling the use of various promotional-mix elements to effectively reach target audiences.

B. Integrated marketing communications management

Which of the following is true of integrated marketing communication?

B. It calls for a "big picture" approach to promotional activities.

Which of the following is true of the psychoanalytic theory?

B. It has been criticized for being unresponsive to the external environment.

Which of the following best defines integrated marketing communications?

B. It involves coordinating the various promotional elements and other marketing activities that interact with a firm's customers.

Which of the following is true of undifferentiated marketing?

B. It involves offering just one product or service to the entire market.

Which of the following is true of trade-oriented sales promotion?

B. It targets members of the supply chain.

_____ has long been the cornerstone of brand-building efforts for many companies.

B. Mass-media advertising

Who among the following contributed to the classical conditioning theory by conducting studies on animals and providing well-known examples for the theory?

B. Pavlov

_____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior by Freud.

B. Psychoanalytic

Why are principles of operant conditioning useful in the development of promotional strategies?

B. They show that experiences with products provide reinforcements that affect future purchase behaviors.

Which of the following statements accurately describes how personal selling differs from advertising?

B. Unlike advertising, personal selling can be tailored to meet customers' specific needs.

Which of the following is a question that firms are likely to ask during an external analysis?

B. Who influences the decision to buy our product?

Chill, a beverage manufacturer, offers varied versions of its products that include diet, cherry-flavored, vanilla-flavored, and caffeine-free versions in addition to its original product. With respect to market coverage alternatives, the given scenario reflects the company's decision to cater to

B. a differentiated market.

Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. In this scenario, Greg has been hired as a(n)

B. account planner.

Traditionally, which of the following has been considered an element of the promotional mix?

B. advertising

Lack of long-term objectivity, flexibility, and creativity are a few of the reasons why a company might move away from

B. an in-house agency

After purchasing a fancy-cut diamond ring for his wife, Jason feels dissatisfied with his purchase as he feels that the ring was overpriced and poorly cut. Moreover, Jason feels that he should have selected the round brilliant-cut diamond rather than the fancy-cut diamond. In this scenario, Jason is experiencing

B. cognitive dissonance.

The presence of a prize in every box of Joy Stick Snacks is an example of

B. continuous reinforcement.

One of the primary advantages inherent in the use of publicity is its

B. credibility.

Jim's Inc., a travel agency in Texas, offers trips that are designed specifically for couples. In this scenario, the company is using _____ segmentation.

B. demographic

Venus Finance aired a series of ads that targeted people born between 1980 and 1994. In this scenario, the company is using a _____ segmentation strategy.

B. demographic

When the Saskatchwean Ministry of Health created an ad showing a woman who was passed out with a beer in her hand to communicate to college students that they have a choice when it comes to binge drinking, they were using a(n) _____ group to make their point.

B. disassociative

Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet. He also visited car dealers and went for a test-drive. In which of the following stages of the consumer decision-making process is John engaged?

B. external information search

Mars Inc., a San Diego-based advertising agency, offers various services, such as sales promotion, marketing research, package design, direct marketing, and publicity as well as planning, creation, and advertising production. In this scenario, Mars is an example of a(n)

B. full-service agency.

J&J is an advertising agency that handles each of its clients by assigning individuals from various departments to work together as a team on their accounts. With respect to the organizational structures employed by a full-function advertising agency, J&J is using a _____ organizational system.

B. group

Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called

B. heuristics.

Breeze Corp., a manufacturer of ceiling fans, sells its products to retailers who in turn sell them to the final consumers. In the given scenario, the manufacturer of Breeze ceiling fans is using a(n)

B. indirect channel of distribution.

In the advertising industry, terms such as new advertising, orchestration, and seamless communication were used to describe the concept of

B. integration.

With respect to the types of organizational structures, some advertising agencies prefer the departmental system because

B. it gives employees the opportunity to develop expertise in servicing a variety of accounts.

With respect to the types of organizational structures, many advertising agencies prefer the group system because

B. it leads to continuity in client servicing.

Under a centralized organizational system, the responsibility for planning and controlling the advertising and promotional functions lies with the

B. marketing communications manager.

Frank is a location analyst for a fast-food restaurant chain. He knows that previous restaurants have been placed in locations where most people within a three-mile radius have the following characteristics: household incomes between $50,000 and $65,000 per year, children and parents are highly engaged in after-school activities, family is valued above work, and one or both parents has some education beyond high school. His target audience likely falls into the ___________ level of social class, which includes about 70 percent of people in the United States.

B. middle

Which of the following is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process?

B. motivation

The Manischewitz company broadened its marketing efforts to capture more of the mainstream market following a(n) ____________________________, which identified favorable demand trends for ethnic foods.

B. opportunity analysis

Which of the following is the most relevant internal psychological process associated with the information search stage of the consumer decision-making process?

B. perception

Munroe Dairy, Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of

B. primary-demand advertising.

MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery drink. MusC is using a _____ positioning strategy.

B. product attributes and benefits

The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The Ultimate Durable Grill." Baker Grill is using a positioning strategy based on

B. product attributes and benefits.

7. Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick and easy recipes using Treat's products on the back of the soup packets. This is an example of positioning by

B. product use.

Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets people who live life in the fast lane and are generally considered to have flashy personalities. In this scenario, Pluto is using _____ segmentation.

B. psychographic

In terms of the alternative evaluation stage of the consumer decision-making process, how you feel when you wear new shoes, the perception of how others like your new hair style, and how a recent weight-loss makes you feel about yourself are all examples of

B. psychosocial consequences.

Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible?

B. publicity

A review of a movie in a local magazine or on a popular daily television show is an example of

B. publicity.

As more companies adopt the integrated marketing communications approach to their advertising and promotions

B. they are reducing their reliance on mass-media advertising, which is leading to changes in the way they compensate their agencies.

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of

B. trade-oriented sales promotion.

Frosty Inc., a beverage manufacturer, only had one product in its line and was targeting all types of customers. With respect to the market coverage alternatives, which of the following best characterizes the approach used by the company?

B. undifferentiated marketing

Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are using positioning strategy based on

B. use or application.

Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the slogan, "It's a wholesome meal." The ad speaks about the nutritious content of the fruit juice and how it can assist in losing weight. With respect to the positioning strategies, this is an example of positioning by

B. use or application.

_____ 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.

C. Integrated marketing communications

61. Which of the following is true of advertising?

C. Advertising is a valuable tool for building brand and company equity

Which of the following is a similarity between publicity and advertising?

C. Both involve nonpersonal communication to a mass audience.

Which of the following is an example of trade advertising?

C. CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?

C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.

Which of the following differentiates a centralized organization from a decentralized organization?

C. In a centralized organization, an advertising manager controls the entire promotions operation for all the products of a company, whereas in a decentralized organization, each product is assigned to a different brand manager.

There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine hopes the fact that it dissolves and enters the system more quickly than other brands will create a

C. competitive advantage.

Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used?

C. competitor

Pluto Inc., a high-end car manufacturer, makes only 12 cars per year. The company caters to the "super-rich" and manufacturers only on order. In this scenario, Pluto is using a(n)_____ marketing strategy.

C. concentrated

Outlander Inc. is a manufacturer of laptop computers. It plans on manufacturing computers that are targeted to users interested in video games. The computers are optimized for high-definition gaming and, hence, are expensive. By attempting to achieve a large share of a single market segment, which of the following types of marketing strategies has Outlander adopted?

C. concentrated marketing

When travelers think of Gallivant Airlines, an Australian airline, the first thing that comes to their mind is the kangaroo. In the given scenario, the strong association between the kangaroo and Gallivant Airlines indicates that the airline is receiving the benefit of positioning by

C. cultural symbol.

When Procter & Gamble, Unilever, PepsiCo, Google, and Nestle assign each product/service or brand to a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance, these companies are using a _____________________________ system.

C. decentralized

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

C. direct marketing

A brand's market position refers to its

C. image in the mind of the customers

Diva Boutique, located in Manhattan, relies on external advertising agencies for its advertising needs, but due to its growing global presence, it is now worried that using external agencies may lead to inconsistency in delivery of its brand image. It also wants to maintain tighter control over its advertising and promotional activities. Which of the following advertising agencies should it adopt?

C. in-house agency

In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the

C. initiator.

Montblanc uses classic design, a distinctive brand name, a focused distribution strategy to exclusive retailers, and celebrities in its advertising to position its watches as high-quality, high-status products. This is an example of a(n) ______________________ approach.

C. integrated marketing communications

The central theme of the concept of _____ is that all of an organization's promotional elements and marketing activities reach out consistently and in a unified manner with its customers.

C. integrated marketing communications

CL Inc., a new firm, used mass media to gain traction among customers. The company used sales promotions and public relations to achieve the long-term targets and goals identified by the top management. It also opted for direct marketing on a project-to-project basis. The assimilation of these various promotional tools is commonly referred to as

C. integrated marketing communications.

The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as

C. integrated marketing communications.

Juan goes to a large electronics retailer to get information on an upcoming television purchase. He discusses his purchase with a retail salesperson who is not under the direct control of the television manufacturer. Which of the four basic categories of touch points does the retail salesperson represent?

C. intrinsic touch point

Creative Networks is a major participant in the advertising and promotion process. It attracts various companies to buy space and time with them by providing the same at discounted rates. Creative Networks helps these companies reach their target market effectively by communicating their message. In this scenario, Creative Networks is a(n)

C. media organization.

To respond to media fragmentation, marketers are increasing their spending on

C. micromarketing.

Which of the following is the final stage in the integrated marketing communications (IMC) planning process?

C. monitoring, evaluating, and controlling the promotional program

A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency in order to

C. obtain greater objectivity.

Yummy soups, a vegetable soup manufacturing company, uses coupons and sweepstakes to promote its soup. This reflects an application of

C. operant conditioning.

The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of

C. primary-demand advertising.

Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

C. problem recognition

When Bauer Smith opened a 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 often order a dozen pairs in a single visit. With respect to the positioning strategies, the shoe store uses positioning by

C. product user.

According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC?

D. It is viewed as an ongoing strategic business process

Which of the following is true of the traffic department in a full-service agency?

D. It may be located in the creative services area of the agency or be a part of media or account management.

Which of the following is an example of a marketing exchange?

D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.

D. Retail

Which of the following is true about the functions of the advertising manager in a centralized system?

D. The advertising manager controls the entire promotions operation.

With respect to psychographic segmentation of markets, AIO stands for

D. activities, interests, and opinions.

The best-known and most widely discussed form of promotion is

D. advertising.

During which stage of the consumer decision-making process are both functional and psychosocial consequences important considerations?

D. alternative evaluation

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?

D. alternative evaluation

68. Dental Care, a dental hygiene products manufacturer, 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 germ-control toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market?

D. benefit

Ultra-Long deodorant's tagline is "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time." These ads appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product, which is the combination of many factors, including the name, logo, symbols, design, packaging, and performance of the product.

D. brand identity

CL Ads, an ad agency, provides media services for its clients. It prepares and places ads in local and national magazines at a specified cost. However, the agency bills its clients a flat 15 percent of the ad cost as revenue. In this scenario, the agency is using a(n) _____ system.

D. commission

Star Furniture designs and sells bedroom furniture for people who are over six feet tall, in an attempt to capture a large share of this relatively small target market. Which of the following strategies is the company employing in this scenario?

D. concentrated marketing

According to an integrated marketing communications planning model, which of the following activities is best associated with the step "developing integrated marketing communications program"?

D. determining advertising budget

Advertising done for the purpose of building store traffic and encouraging consumers to make a purchase takes the form of _____ advertising.

D. direct-action

Retail or local advertising often takes the form of

D. direct-action advertising.

Venus Corp. is an agency that specializes in providing media services, direct mail, database management, and research services. It also offers creative and production services to its clients. In this scenario, Venus is an example of a _____ agency.

D. direct-marketing

The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumer's

D. evoked set.

Todd buys a fruit-based drink every afternoon. He either buys a Relish apple juice or an orange drink made by Joy Fruit Juices. He will not consider any other brand or type of soft drink because the two drinks make up his

D. evoked set.

Brown's Frozen BBQ Sandwiches are made with goat meat drenched in a sweet onion sauce. These sandwiches would not be popular in Texas, where people prefer beef, or in Miami, where a mustard-based sauce is preferred. Which of the following segmentation approaches would be best for the company, based on its desire to target specific regions?

D. geographic

Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised in the colder regions of Asia and Europe. This is an example of

D. geographic segmentation.

The first step in the target marketing process is to

D. identify markets with unfulfilled needs.

Which the following factors is generally neglected through the use of advertising?

D. immediate feedback

Jim's parents wish to buy a car. Knowing that Jim is a car enthusiast, they ask him to collect the relevant facts and figures required to make the purchase. Subsequently, Jim collects several magazines and articles for the same purpose. In this scenario, Jim is the

D. information provider.

According to the American Association of Advertising Agencies, _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact.

D. integrated marketing communications

Which of the following is the most relevant internal psychological process associated with the purchase decision stage of the consumer decision-making process?

D. integration

Account planning has become a very important and demanding function in many agencies because

D. it provides the creative team with more insight into consumers.

Which of the following is the most relevant internal psychological process associated with the postpurchase evaluation stage of the consumer decision-making process?

D. learning

Under a decentralized system, the advertising department is generally a part of

D. marketing services.

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

D. national

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of

D. negative publicity.

Which of the following promotional tools best suits a business-to-business marketer who sells expensive, risky, and often complex products?

D. personal selling

Henry's Supermarkets has been very effective in positioning itself as stores that offer superior products at a discounted rate. With respect to the positioning strategies, its strategy reflects positioning based on

D. price/quality.

The Quarter Burger is a hamburger sold by the international fast-food chain Sammy's Burgers. It was given the name because it contains a patty that weighs a quarter of a pound. The burger is sold for $1 on weekdays. With reference to the various positioning strategies, Sammy's quarter-pound burger is positioned by

D. price/quality.

Appeal Automobiles introduced a new car into the market. The company stressed that the new car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrates a strategy of positioning by

D. product attributes and benefits.

93. Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business quality speaks the language of speed." The company positioned its services based on the speed with which it delivers the service. With respect to the positioning strategies, this positioning strategy of FPS is based on

D. product attributes.

When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as

D. public relations.

Jack, a student, has applied for a job in one of the top private banks in the United States. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.

D. safety

Through the use of mnemonics, advertisers hope consumers will not engage in _____ when they see the advertisements.

D. selective retention

Ads that use telephone numbers that contain the company name are hoping to enhance

D. selective retention.

Superagencies were formed

D. so that agencies could provide their clients with integrated marketing communications services worldwide.

With respect to the major participants in the advertising and promotions process, which of the following participants include sales promotion agencies, digital/interactive agencies, and public relations firms?

D. specialized marketing communications services agencies

Which of the following is considered to be a subjective evaluative criterion while purchasing an automobile?

D. styling

When Andy targets a new line of make-up to African Americans, he is targeting a(n) ____________________ within the larger cultural mainstream.

D. subculture

Greg called Marsha on the telephone to present information about a meal plan package his company was offering. Marsha responded unfavorably to his description of the offer, so Greg modified the message. Which characteristic of personal selling did Greg benefit from in this scenario?

D. the ability to respond to immediate feedback

Which of the following statements best defines value?

D. the customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it

Critics of psychoanalytic theory believe any results from motivation research are unusable because

D. the theory is too vague.

Which of the following is the reason why companies are increasingly choosing to opt for an incentive-based system?

D. to demand more accountability and pay the agencies based on their performance

Which of the following touch points relates to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?

D. unexpected touch point

Which of the following statements about the interaction of pricing with advertising and promotion is true?

E. High relative ad expenditures should accompany premium prices, and low relative ad expenditures should be tailored to low prices.

Which of the following is true of repositioning?

E. It is aimed to stem a decline in sales or counter stagnant sales.

Which of the following statements is true about account services?

E. It is the link between the advertising agency and its clients

Mars Inc., a manufacturer of cat food in Texas, places an ad in a publication aimed at veterinarians. The ad explains why they should recommend Mars's cat food to the owners of the cats they treat. This scenario is an illustration of

E. a promotional push strategy.

Thirty-seven percent of companies surveyed in an ANA study used a combination of fees and commissions to compensate agencies, which is a _____ compensation system.

E. blended

Jolly Green Giant, the Keebler elves, and Mr. Peanut are all examples of positioning by

E. cultural symbols.

Before Josephine expands her business into international markets, she has to understand the impact of ____________ on consumer behavior because each country has traditions, customs, and values that may impact the market's response to her marketing program.

E. culture

Joy calls a mobile phone store to inquire about a new phone available in the market. The customer service operator sends her an e-mail with the product details along with other specifications Joy requested. Which of the following types of touch points is illustrated in this scenario?

E. customer-initiated touch point

Enliven, a sports drink manufacturer, has identified its preferred target market as men between the ages of 18 and 22 who are currently in high school or college and active in sports. Which of the following types of segmentation is Enliven using in this scenario?

E. demographic and psychographic

Mars Inc., a car manufacturer, offers cheap coupes, medium-priced sedans, as well as expensive sports cars. The company identifies and develops various products for several segments. This scenario is an illustration of

E. differentiated marketing.

The promotional mix element that allows for the most immediate and precise feedback from the customer is

E. personal selling.

Which department within an advertising agency supervises the casting of people to appear in the ad and the setting for the scenes?

E. production department

A local newspaper published an article about Pluto Inc.'s latest line of shoes. The shoes were made with used clothing sourced from households across the country. The article also included select photographs and offered consumers a "sneak peek" into the manufacturing process. This form of nonpersonal marketing communication is known as

E. publicity.

For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?

E. purchase of a brilliant-cut diamond wedding ring

Degree of usage as a basis of segmentation is best reflected by

E. the 80-20 rule.

In the 4As' definition of integrated marketing communications, the focus is on

E. the process of using all forms of promotion to achieve maximum communication impact.

According to the market coverage alternatives, _____ involves ignoring segment differences and offering just one product or service for the entire market.

E. undifferentiated marketing

Merry Inc. is a nonprofit organization that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Merry's target market consists of people who believe in helping others. It uses _____ segmentation.

Merry Inc. is a nonprofit organization that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Merry's target market consists of people who believe in helping others. It uses _____ segmentation. B. psychographic