Exam 2

Considering the Elaboration Likelihood Model, which of the following purchases would be most likely to involve the central route to persuasion? A. A Mother's Day card B. A box of paper clips C. A bag of Lays potato chips D. A carton of eggs E. A McDonald's Happy Meal

A. A Mother's Day card

What are the two broad categories of learning theories used by most advertisers? A. Cognitive theory and conditioning theory B. The central and peripheral routes C. Interpersonal theory and non-personal theory D. Affective and cognitive routes E. Psychological and physiological screens

A. Cognitive theory and conditioning theory

Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research. A. experimental B. results-oriented C. observation D. stimulus-response E. source-based

A. Experimental

Advertisers have three habit-related goals. Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch beer. D. A vacuum cleaner salesperson offers to clean the living room carpet of the Truman household. E. A new laundry shop offers a one-time free trial for all customers.

A. For every ten cups of coffee you purchase at a local convenience store, you get one free.

Which of the following statements about the objective/task method for allocating advertising expenditures is true? A. It is often difficult to determine in advance the amount of money needed to reach a specific goal. B. The objective/task method assumes a static external environment. C. The objective/task method assumes marketing activities result in demand. D. The objective/task method is too costly to use on an annual basis. E. The objective/task method permits the quick and ready measurement of the success of an ad campaign

A. It is often difficult to determine in advance the amount of money needed to reach a specific goal

When the agency presents the ad concepts to the client, the client is suddenly placed in the role of the: A. Judge. B. artist. C. referee. D. warrior. E. advocate.

A. Judge

A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer and cooking utensils during one food preparation episode. In addition, he found every cook (and several hotel administrators) engaged in taste testing using their fingers. He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations. A. observation B. simulation C. experimental D. manipulation E. survey

A. Observation

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. In allocating funds for advertising the new light bulbs, its manufacturer decided to budget 5 percent of last year's sales for advertising expenditures. Which allocation method was the manufacturer using? A. Percentage-of-sales B. Self-defense C. Objective/task D. Share-of-market/share-of-voice E. Budget buildup

A. Percentage-of-sales

The full-page ad that Xerox ran in Fortune magazine is an example of which type of company/brand-related messages being sent to company stakeholders? A. Planned B. Inadvertent C. Unplanned D. Product E. Service

A. Planned

Before beginning its advertising campaign, for its new Snickers Charged, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty. In other words, before developing a creative and a media strategy for the new candy bar, Mars had to conduct research on: A. product concept. B. media selection. C. the advertising budget. D. message format. E. message element

A. Product Concept

When Jonas was asked to list all of the commercials he remembering seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n): A. recall test. B. projective interview. C. focus interview. D. attitude test. E. inquiry test

A. Recall Test

A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. With certainty, it can be said that the firm's test lacks: A. reliability. B. distinctiveness. C. clarity. D. standardization. E. validity.

A. Reliability

Within a timeframe of five to seven years Orco Construction Supply, a regional distributor of tools and hardware to framing and foundation contractor markets, plans to hit a revenue mark of $500 million which will more than double its 2006 gross sales. This would be an example of a(n) _____ objective. A. sales-target B. target market C. need-satisfying D. market tracking E. environmental

A. Sales target

According to creativity consultant Roger von Oech, which role in the creative process is to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization? A. The Warrior B. The Referee C. The Critic D. The Detractor E. The Opponent

A. The Warrior

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective for the bakery to use? A. To increase sales of pecan pies by 3 percent during the next six months. B. To have most of the staff attend a marketing seminar. C. To increase sales of cheesecake to the point where demand exceeds supply every week. D. To raise net profit by 50 percent during the next three weeks. E. To build a Web site.

A. To increase sales of pecan pies by 3 percent during the next six months

The research objectives and the statement of problem established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should: A. be specific and measurable. B. study all of the cable channels currently targeting this market. C. be qualitative. D. examine the positioning strategy used for lifestyle marketing. E. be elaborate and descriptive

A. be specific and measurable

Pyramid Breweries Inc. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction. A. corporate B. entrepreneurial C. advertising D. logistical E. stakeholder

A. corporate

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products. In order to conduct in-depth research of this issue, researchers determined that they needed to know how consumers perceive fortified foods and why they would make them apart of their daily lives. These researchers first conducted a(n) _____ research. A. exploratory B. survey C. non-probability sampling D. experimental E. unofficial

A. exploratory

Smaller companies typically use a bottom-up marketing format plan because: A. handling day-to-day problems leaves little time for formal planning. B. they don't need to create a competitive advantage. C. long-term strategies are needed to keep a business focused on the future. D. failure to have a mission is one of the major reasons for small-business failure. E. a bottom-up planning allows more time for development of a customer relationship strategy.

A. handling day-to-day problems leaves little time for formal planning

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information. A. informational B. transactional C. psychological D. transformational E. charismatic

A. informational

If negatively originated motives provide the basis for product purchase, then _____ types of ads will more than likely resonate with the audience. A. informational B. transactional C. psychological D. transformational E. charismatic

A. informational

Which of the following statements is true about the FCB grid? A. It helps advertising agencies determine which type of advertising to use for a specific product. B. It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria. C. It illustrates how negatively originated motives differ from positively originated motives. D. It helps create more integrated marketing communications that present a unified message to the targeted audience. E. It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum

A. it helps advertising agencies determine which type of advertising to use for a specific product

Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as just a merchant of fruit. By setting _____ objectives, the retailer can views itself as a gift provider and act accordingly. A. need-satisfying B. sales-driven C. sales-target D. production-oriented E. environmental

A. need-satisfying

In the special bride edition of Martha Stewart's Living magazine, its editors describe the latest trends in weddings and give advice on how to create the perfect wedding. In this situation, the editors of the magazine could be considered: A. opinion leaders. B. reinforcers. C. a reference point. D. selective communicators. E. negative motivators.

A. opinion leaders

Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising thorough research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to: A. perform a situation analysis that pays special attention to consumer attitudes about politics and politicians. B. develop an organizational budget for the campaign to increase voting. C. select media vehicles that target people who have voted in the past. D. use quantitative research to predict the impact of advertising on voting habits. E. develop research objectives.

A. perform a situation analysis that pays special attention to consumer attitudes about politics and politicians

An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." In this example, the word play is used to: A. persuade consumers to try the new snack food. B. inform customers that Asian Sensations is nutritious. C. persuade customers to buy multiple packages of the Asian Sensations snack food. D. persuade retailers to carry Asian Sensations snack food. E. remind customers that Asian Sensations was still available even if it was not carried by their supermarket

A. persuade consumers to try the new snack food

Thomas was planning on seeing a movie last weekend. After trying to read the small print which told the times the movie would be shown, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception. A. physiological B. rational C. functional D. psychological E. self-actualizing

A. physiological

If promotion (and namely, advertising) is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to be used. A. sales B. clutter C. differential D. attitude E. inquiry

A. sales

An MIS (Marketing Information System) is a: A. set of procedures used to generate information for decision making. B. process used to make sure that none of the steps in the research process is ignored. C. hierarchical chart for categorizing the relevance of different types of data. D. process used to assess and prioritize internal environmental strengths, weaknesses, opportunities and threats. E. set procedures used for gathering information and converting it into secondary data.

A. set of procedures used to generate information for decision making

Baxter International Inc, which maintains manufacturing facilities around the world is the world's largest manufacturer of IV solutions in flexible containers. A(n) _____ would reveal to Baxter, changes in its environments that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers. A. situation analysis B. external market analysis C. market survey D. product audit E. stakeholder audit

A. situation analysis

The exhibition and trade show industry, after decades of fabulous growth is experiencing business decline. The _____ for the Center for Exhibition Industry Research, reported, "The exhibition industry will face more competition for marketing dollars in the next five years than it has in the last 25 years." A. situation analysis B. external market analysis C. market survey D. product audit E. stakeholder audit

A. situation analysis

People who enjoy a thick Porterhouse steak often does so because it tastes good, their family members all eat beef and it is a good reward at the end of a hard day. These reasons for enjoying meat are all examples of _____ motives. A. transformational B. informational C. negatively originated D. transactional E. need-based

A. transformational

Takasago International Corp. in New Jersey manufactures flavors, fragrances, fine and aroma chemicals used in variety of products. When it has developed a new flavor, it asks consumers to generate collages based on how the taste made them feel and then to generate stories based on their collages. The stories give the company ideas for who to market the new flavor to as well as how to promote it. What kind of a qualitative research technique is Takasago using? A. Involvement sampling B. A projective technique C. An interpretative technique D. Open-ended research E. Interrogative sampling

B. A projective technique

The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads. A. empowerment B. account planning C. customer transformation D. relationship marketing E. relationship research

B. Account Planning

In the summer of 2002, Kelly Flatley and Brendan Synnott joined forces to launch a homemade granola business out of Flately's parents' home. They had no advertising budget, so they had to find other ways to let consumers know about Bear Naked Granola. The two entrepreneurs went door-to-door to small specialty and natural food stores. They also set up tables and tents at community events and 5K charity runs where they gave away sample of their granola. From this information, you can infer that Flatley and Synnott used the _____ method for promoting their product. A. percentage-of-sales B. all available fund C. objective/task D. share-of-market/share-of-voice E. budget buildup

B. All available fund

Last week, Gopal paid $359.00 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found the identical sewing machine at Walmart for $169.00. He is likely to experience: A. selective perception. B. cognitive dissonance. C. perceptual dissonance. D. negative motivation. E. attitudinal dissatisfaction.

B. Cognitive dissonance

During _____ an advertising research would measure the target audience's acceptance of different creative ideas at the concept stage. A. advertising strategy research B. creative concept research C. pretesting D. post-testing E. positioning research

B. Creative Concept Research

To establish an evoked set, consumers must: A. have brand loyalty. B. establish evaluative criteria. C. must be motivated by personal influences. D. avoid post-purchase evaluation. E. experience cognitive dissonance

B. Establish evaluative criteria

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. She considers only these three options when selecting her wine. For Morgan, the three brands of wine are a(n): A. evaluated set. B. evoked set. C. standardized set. D. selected criteria. E. alternative list.

B. Evoked set

The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures. The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose. A. qualitative information B. primary data C. projective data D. advertising information E. secondary data

B. Primary Data

What level of Maslow's hierarchy of needs is the ad for Spiegel when it uses the following promotional appeal: "Create your signature style?" A. Safety B. Self-actualization C. Love D. Physiological E. Social

B. Self-actualization

Who is ultimately responsible for the final form an ad takes? A. The graphic designer B. The creative director C. The media planner D. The art director E. The PR representative

B. The creative director

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA (Individual Retirement Account)? A. The individual's current income level B. The kinds of IRA funds family members participate in C. What the individual knows about the future value of money D. The time of year the IRA is being purchased E. The Company recommended plan

B. The kinds of IRA funds family members participate in

What is the greatest shortcoming for the percentage-of-sales method of setting theadvertising budget? A. The percentage-of-sales method is too expensive to be used by small business owners. B. The percentage-of-sales method violates the basic marketing principle of marketing activities stimulating demand and thus sales and not occurring as a result of sales. C. The percentage-of-sales method assumes a certain number of dollars are needed to sell a certain number of units. D. The percentage-of-sales method encourages top management to think of growth in terms of percentages. E. The percentage-of-sales method assumes the marketplace will be dynamic.

B. The percentage-of-sales method is to expensive to be used by small business owners

Truly great ads have certain characteristics in common. These characteristics are referred to as: A. metaphors and similes. B. audience resonance and strategic relevance. C. the ability to break through perceptual barriers and complete information. D. the informational and transformational dimensions. E. emotional and rational appeals

B. audience resonance and strategic relevance

Desert Knight Golf Resort has just completed a detailed, factual study of the resort's current strengths and weaknesses as well as what threats and opportunities exist that are outside the company's control but still impact it. Its next step in the development of its marketing plan is to: A. decide which advertising media will best reach its target markets. B. determine specific marketing objectives. C. evaluate potential marketing objectives. D. establish advertising strategy. E. design marketing tactics.

B. determine specific marketing objectives

Besides its signature product, the My-Tee T-shirt, a fashion design company, makes its own line of skirts, shoes, tank tops and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's trendy showroom for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing. This exposure helped the company rack up $1 million in sales last year. This is a brief description of My-Tee's: A. advertising mix. B. marketing mix .C. marketing objectives. D. organizational strategy. E. product differentiation.

B. marketing mix

Because very few people are actually in the market at any given time, most mass media advertising probably receives _____ processing. A. elaborate B. peripheral C. probable D. habitual E. perceptual

B. peripheral

Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness and grilled tastes as well as an array of aromas, textures and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy. A. segmentation design B. positioning C. market segmentation D. marketing mix E. diversification

B. positioning

During _____ an advertising researcher would be most likely to use aided recall, sales tests and inquiry tests. A. strategy determination B. post-testing C. pretesting D. marketing information system E. concept development

B. post-testing

Lance is an advertising researcher. He is selecting potential survey participants from a list of all the people who have mail-ordered HMR dietary products since January 2006. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a: A. projective group. B. probability sample. C. non-probability sample. D. focus group. E. mini-universe.

B. probability sample

Zoroastrianism was the dominant world religion during the Persian empires (559 BCto 651 AC) and was thus the most powerful world religion at the time of Jesus. It is still practiced world-wide, especially in Iran and India. Within these two countries, the religion's members share a set of beliefs that set them apart from others who reside in the country. Believers in this religion would be classified as a(n): A. classless society. B. subculture. C. national reference group. D. transformational group. E. opinion group.

B. subculture

Taking into account the Elaboration Likelihood Model, which of the following purchases would be most likely to involve the peripheral route to persuasion? A. A wedding dress B. A Mediterranean cruise C. A can of soda D. A car seat for a new baby E. Membership in an exclusive country club

C. A can of soda

Participants were asked what feelings they experienced when they saw the Clydesdale horses in a Budweiser beer seasonal ad and how they felt about those feelings. This is an example of a(n) _____ being used to posttest an ad. A. inquiry test B. projective interview C. attitude test D. sales test E. recall test

C. Attitude Test

In 2008, Florida's Natural brand orange juice introduced a new marketing campaign to alert consumers that their brand is not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida's Natural features television advertisements that question why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op could use a(n): A. inquiry test. B. projective interview. C. attitude test. D. sales test. E. recall test.

C. Attitude test

Once a research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research, it should: A. engage in formal research. B. determine the effective size of its target market. C. establish its research objectives. D. conduct a competitive analysis. E. hire a product manager.

C. Establish its research objectives

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. Inexpensive and tasty would be classified as her: A. peripheral responses. B. selective tools. C. evaluative criteria. D. evoked set. E. acquired attitude.

C. Evaluative Criteria

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research. A. projective B. instructive C. intensive D. manipulative E. informative

C. Intensive

A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would most like to have dinner with if given the opportunity. For the presidential candidates and their campaign organizations, this would be an example of: A. market analysis. B. data assessment. C. marketing research. D. environmental analysis. E. situation assessment.

C. Marketing Research

Alan White is a rodeo performer. In a magazine called Western Horseman, White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance. White used a(n) _____ to become familiar with this new product. A. encoded message B. semiotics C. non-personal channel D. personal channel E. inert medium

C. Non-personal channel

According to the human communication process, the baby boomer who read all of the copy in an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their feet, would be a(n): A. encoder. B. medium. C. receiver. D. source. E. channel

C. Receiver

NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California, Oklahoma and New England. The results were promising, with all three businesses experiencing increases in sales, profit, participation and a spike in new shooters asking how to get started in a variety of shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in southern California, Oklahoma and New England were its: A. probability sample. B. universe. C. test market. D. non-probability sample. E. target market.

C. Test Market

According to creativity consultant Roger von Oech, which role in the creative process is to evaluate the results of experimentation and decide which approach is most practical? A. The Referee B. The Evaluator C. The Judge D. The Decider E. The Executioner

C. The Judge

On the survey, the students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

C. dichotomous

Most marketing researchers use a non-probability sample because it: A. is an exact replica of the results that would be gained from surveying the universe. B. is more expensive than probability sampling. C. is useful when random probability sampling is not feasible. D. requires more time than probability sampling. E. always provides the researcher with a representative sample.

C. is useful when random probability is not feasible.

If you receive an invitation to your 25th high school reunion, you will be much more likely to notice ads for various weight-loss programs, diet foods and skin rejuvenators than if you are invited to an annual family picnic. This is an example of how _____ affects perception. A. user-set B. an evoked set C. self-concept D. persuasion E. motivation

C. self-concept

The FoldzFlat Pen that folded in half to the size of a business card. Its flat surface is a perfect "billboard" on which to print advertising and company logos and it can be shaped into a bookmark, a business card, a race car or a skateboard. Its manufacturer wants to advertise this new product to people in the specialty products industry. Which method of setting its advertising budget should the new product use? A. Percentage-of-sales B. Self-defense C. Objective/task D. Share-of-market/share-of-voice E. Budget buildup

D. Share-of-market/share-of-voice

According to creativity consultant Roger von Oech, the _____ role in the creative process is to search for new information and pay attention to unusual patterns. A. Gatherer B. Hunter C. Expressive D. Explorer E. Researcher

D. Explorer

After an ad agency had been hired to prepare a new ad campaign for the Rival Seal-a-Meal, the StayFresh Food Company assigned an agency employee in the role of _____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage. A. gatherer B. hunter C. expressor D. Explorer E. researcher

D. Explorer

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. Which of the following techniques/methods is described in the above example? A. Experimental B. Simulation C. Observation D. Focus group E. Survey

D. Focus group

Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research? A. Would you pay $69.98 annually for movie-on-request capabilities? B. Do you watch cable television more than ten hours per week? C. Have you ever felt like you watch too much cable television? D. How would you describe your ideal cable television channel? E. Do you currently have access to satellite television?

D. How would you describe your ideal cable television channel?

Which of the following statements about the relationship of advertising to sales and profits is true? A. Sales will remain constant if there is additional advertising B. There will be no sales if there is no advertising C. The durability of advertising is long-term D. Increases in market share are more directly related to increases in the marketing budget than to price reductions E. There is no saturation level for advertising

D. Increases in market share are more directly related to increases in the marketing budget than to price reductions

In a study in the Netherlands, Belgium and Germany, respondents were asked several questions that asked them to rate imported meat against locally-produced meat. In all cases, locally-produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable. _____ Screens based on learned factors led to this perceived differences. A. Physiological B. Rational C. Functional D. Psychological E. Self-actualizing

D. Psychological

Which of the following is a good guideline to use for developing an effective questionnaire? A. No data collected should ever be considered to be irrelevant. B. Write long, convoluted questions to keep respondents interested. C. Avoid developing specific research objectives. D. Put the demographic questions at the end of the questionnaire. E. Ask leading questions to get the desired results.

D. Put the demographic questions at the end of the questionnaire.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor's advice or to manage an existing medical condition. The answer to this question is an example of _____ research. A. qualitative B. informal C. experimental D. quantitative E. observational

D. Quantitative

Which of the following is an example of a non-personal influence that would affect the purchase of a burial (funeral) plan? A. An individual's perception of himself as invincible B. A dream about a heart attack C. An ad showing retired people enjoying themselves D. The fact that there is no convenient place to buy it other than a funeral home E. The speaker at an investment seminar

D. The fact that there is no convenient place to buy it other than a funeral home

For which of the following purchasers would cognitive dissonance be the greatest? A. A mother purchased acne medicine for her teenage son. B. A secretary rented a car for her boss's business trip C. A jogger purchased a bottle of water for himself. D. A car owner spent $3700 to have her car body straightened and repainted. E. A student purchased a Big Mac for supper.

D. A car owner spent $3700 to have her car body straightened and repainted.

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads and whole advertising campaigns? A. Consumer behavior B. Ethnographics C. Marketing research D. Advertising research E. Ad testing

D. Advertising Research

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how you can create a customized closet. The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the resort conducting? A. An advertising pretest B. A sales test C. A recall test D. An inquiry test E. An attitude test

D. An inquiry test

Suppose an advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scope that had been designed specifically for hunting in heavy bush and demanding terrain. The entire target population for the marketing research is: A. determined by a reliability quotient. B. called the focus group. C. called the sample. D. called the universe. E. determined by a validity quotient

D. Called the universe

Consumer concern about food contamination with pathogenic bacteria is generally nonexistent. They view food safety and food hygiene as government problem. The element of perception responsible for this interpretation is called: A. attitude. B. learning. C. motivation. D. cognition. E. screening.

D. Cognition

The shopper at the health food store was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked her if she liked the ad and if she found the ad credible. What method of pretesting was the researcher using? A. Portfolio analysis B. Central location testing C. Focused questioning D. Direct questioning E. Observational research

D. Direct Questioning

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships. A. stimulus-response B. results-oriented C. observation D. experimental

D. Experimental

Advertisers have three habit-related goals. Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Reynar, a long-time Gleem toothpaste user, receives a coupon for a free trial-size of Rembrandt toothpaste in the mail. D. To entice you to join the Mystery Book Club, the organization offers six free books to new members. E. The new Kroger supermarket is holding a grand opening with numerous buy-one-get-one-free items to attract shoppers from other supermarkets.

D. To entice you to join the Mystery Book Club, the organization offers six free books to new members

Why would a company set need-satisfying objectives? A. To create demand in a static environment. B. To take full advantage of the consumer trend to eat out more. C. To shift its organizational structure from a transformational to a transactional mode. D. To shift the organization's view from a production orientation to concern for the needs of its target market. E. To provide equity to its stakeholders.

D. To shift the organization's view from a production orientation to concern for the needs of its target market

An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive. A. transactional B. charismatic C. informational D. transformational E. functional

D. Transformational

According to creativity consultant Roger von Oech, the _____ role in the creative process is to experiment and play with a variety of approaches, looking for an original idea. A. Originator B. Virtuoso C. Expressive D. Executioner E. Artist

E. Artist

Katherine has been baking for years and she has tried many different brands of ingredients to find the best one for making biscuits. Her belief that White Lily brand flour is superior to either Pillsbury or Gold Medal brands for baking biscuits can most readily be explained through application of: A. stimulus-response theory. B. peripheral route to persuasion. C. central route to persuasion. D. conditioning theory. E. cognitive theory

E. Cognitive theory

Silly Putty has been around for years. It began as a gag gift sold in specialty stores alongside fake vomit. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a marketing leader. Which of the following strategies has Silly Putty successfully followed? A. Aggressive B. Flanking C. Defensive D. Circumventing E. Guerrilla

E. Guerrilla

When used to determine how to allocate funds for advertising, the _____ method hasthree steps: defining objectives, determining strategy and estimating cost. A. unit-of-sales B. share-of-market/share-of-voice C. percentage-of-sales D. percentage-of-profit E. objective/task

E. Objective/task

Which of the following statements about secondary data is true? A. Secondary data are more costly to gather than primary data. B. Secondary data are always valid even if they are not always reliable. C. Secondary data are more time consuming to gather than primary data. D. The wealth of secondary data available guarantees the researcher will do a good job. E. Secondary data can be gathered from internal as well as external sources.

E. Secondary data can be gathered form internal as well as external sources.

There's a portion of the population that has been absolutely restricted from having butter, based on what their physicians have told them. Smart Balance brand butter substitute recognized that _____ and made a run at it, somewhat successfully, by advertising, "Hey, here's something that serves that purpose, but is better for you". A. marketing mix B. advertising mix C. product concept D. segmentation variable E. target market

E. Target market

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would lack: A. reliability. B. bias. C. clarity. D. standardization. E. validity.

E. Validity

An ad for the UBS Investment Bank begins with the statement, "Success is the sum of the confident decisions you make." Simply from this statement, you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers. A. functional; hierarchical B. value-based; fact-based C. transformational; transactional D. transactional; transformational E. fact-based; value-based

E. fact-based; value-based

What a company wants to say and how it wants to say it determines its ____, which is a simple explanation of the overall approach to be used by the ad campaign. A. marketing platform B. action plan C. tactics D. logistics E. message strategy

E. message strategy

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watchand tries to copy their hair style and the way they stand. For Tina, her new classmates are a(n): A. approval center. B. focus group. C. standard bearer. D. cultural norm. E. reference group.

E. reference group

Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the Web sites helped them achieve their goals. Forrester only surveyed a ____, a small portion of the people that represent consumers who shop online. A. probability universe B. pretest population C. target market D. mini-universe E. sample

E. sample