Gupta Final Exam

The central difference between branded entertainment and product placement usually lies in the fact that their target audiences are different from each other. A. True B. False

False

Trade shows are one of the most commonly used forms of consumer sales promotions. A. True B. False

False

In terms of the AIDA model, the pre-booking stage mentioned in the previous question is most representative of the ____ stage. A. Awareness B. Interest C. Desire D. Action

Action

Which of the following has been a criticism of marketing communications over its historical development? A. Stereotyping gender roles B. Ignorance of minorities C. Advancing materialism D. All of the above

All of the Above

The marketing manager for Dewdrop Inc. is working on the numbers for an upcoming ad campaign for their new juice brand. She estimates that the brand would achieve a good level of exposure if each consumer saw the ad a total of 6 times over that period. Her cost executive has left a note saying that it would cost them around $25 to reach one target consumer. She does some calculations and figures out that her total cost for the ad campaign is going to be $3 million. Given that the reach for the campaign this year is 3,000 consumers more than that for last year's campaign, calculate the reach for last year's campaign. A. 20, 000 B. 23,000 C. 17,000 D. 3,000

17,000

Which one of the following is not a component of frequency marketing programs? A. A benefit package to attract and retain customers B. A customer churn contingency document C. A database to serve as the repository of all useful information D. A communication strategy focused on regular dialogue with customers

A Customer churn Contingency document

Film studios often release a tantalizing teaser for a movie to start the conversation among consumers who had no idea that such a movie was being made. Studios then follow that up by releasing a detailed trailer a few months later to further engage and involve the consumers as the release date approaches. A week before the release date pre-booking might start and encourage users to pre-book their seats right away and be the first ones to see the show. In terms of the AIDA model, the teaser is most representative of the _____ stage. A. Awareness B. Interest C. Desire D. Action

Awareness

For Beck his personal laptop is just something which should be sufficient to get his work done. He doesn't really care about the technical aspects as long as it is easy to use and simple to understand. His friend Aidy, on the other hand, is a computer programmer and can be obsessive about the performance details and components of her laptop. She is extremely interested in the product and is very well-aware of the latest computing trends. If both see a YouTube commercial for a new brand of laptop, how would they process it? A. Beck - Peripheral processing; Aidy - Central processing B. Beck - Central processing; Aidy - Peripheral processing C. Both would use central processing D. Both would use peripheral processing

Beck - Peripheral processing; Aidy - Central Processing

We talked about the "Shiksha" program that P&G runs in India which revolves around the company supporting education provision efforts in rural parts of the country. Assume that the marketing communications for this program talk about P&G as a firm and its dedication to furthering education in the country. What would this fall under? A. Corporate advertising B. Product advertising C. Cause-related marketing D. Both a. and c.

Both A and C

Company A decides to spend its promotion money to organize a fancy gala for its top 100 wholesalers and recognize them for supporting the sales efforts of the company. Company B decides to invest the promotion budget in offering retailers a higher payment than competitors to feature Company B's brands more prominently in stores. Given this information, which of these is correct? A. Company A is using a consumer promotion, Company B is using a trade promotion B. Company A is using a trade promotion, Company B is using a consumer promotion C. Both companies are using trade promotions D. Both companies are using consumer promotions

Both Companies are using trade promotions

Big-box retailers such as Walmart and Target often demand customized promotions from marketers in return for ensuring that the marketers' brands get prime shelf space and are able to stand out from all competing brands in the shopping aisles. This is an illustration of: A. Media clutter and brand clutter B. Increasing retailer power and media clutter C. Brand clutter and increasing retailer power D. Brand clutter and deal-prone shoppers

Brand Clutter and increasing retailer power

In terms of their duties, inside order takers are likely to be more proactive than outside order takers. A. True B. False

False

Leslie rolls her eyes whenever she talks about Kate and Vanessa's approach to clothes, "I can't see what's the huge deal. I've been buying designer fashion for over a decade now and my advice to them is simple - You cannot go wrong with a Versace outfit. I've been buying that for the last ten years and I'll keep buying it for the next ten because, having worn the works of other designers, I know this one is the best." What mode of decision-making is being used by Leslie? A. Limited problem solving B. Variety-seeking C. Extended problem solving D. Brand loyalty

Brand Loyalty

Betty has just started a new job at a research firm that requires the employees to be in formal attire from Monday to Thursday (Friday is, thankfully, casual-clothes day). Having bought a lot of formal clothes before in her previous job, she is pretty clear on which brands she is going to buy when she has to add to her wardrobe. Which category would you put Betty in? A. Non-user B. Brand-loyal user C. Variety seeker D. Emergent consumer

Brand-loyal User

Which of the following public relations tools is different from the other three because of the different audience to which it is targeted? A. Company newsletters B. Press releases C. Feature stories D. Interviews

Company Newsletters

Continuing from the previous question, the kind of advertising that Speedster is doing would be referred to as: A. Comparative advertising B. Competitive advertising C. Pioneering advertising D. None of the above

Competitive Advertising

Along with the use of credit, the ease of communication, and the reliance on computer technology, which two other factors comprise the 5 C's of direct marketing? A. Consumer perception, Convenience B. Customer relationship, Customer appreciation, C. Convenience, Customer relationship D. Customization, Convenience

Convenience, Customer Relationship

Amazon often uses its marketing database to generate links to "Products you might also like" when you are shopping for something. This is done to suggest new products that you might like to buy along with your original purchase. Which application of a marketing database is this description most consistent with? A. Cross-selling B. RFM analysis C. Relationship-building D. Frequency marketing

Cross-selling

The Parks and Recreation department in Normal usually does a lot of their promotional efforts through the postal mailing system as it mails booklets and flyers to people informing them about the various classes and activities they could pay to join. Given that such an effort requires a well-managed database of mailing lists with up-do-date names, addresses, and contact details, the promotional agency most suited for this job would be a(n): A. Event-planning agency B. Sales promotion agency C. Design firm D. Direct-marketing agency

Direct Marketing Agency

As the summer season draws to an end, you're going to see a lot of stores with signs saying "One Day Only! Summer Clearance Sale! Buy Now!" This specific kind of marketing promotion illustrates the use of: A. Delayed response promotion B. Brand advertising C. Direct-response promotion D. Corporate advertising

Direct-Response Promotion

EXAM 1 REVIEW

EXAM 1 REVIEW

EXAM 2 REVIEW

EXAM 2 REVIEW

Public relations refers to marketing techniques directed at individuals or groups who have the capability to drive positive word-of-mouth. A. True B. False

False

Playtest Inc. - a 3-D video game company - is developing an influencer marketing program for their upcoming virtual reality haunted house game, the first of its kind. Given the product adoption curve, which two groups should Playtest target first for this new brand? A. Early adopters and early majority B. Early adopters and innovators C. Early majority and innovators D. Innovators and late majority

Early Adopters and innovators

The brands that come to your mind when you think about a product category constitute the ______________ while the brands that you make the final purchase decision from constitute the ___________, respectively. A. Evoked set; consideration set B. Decision set; evoked set C. Consideration set; evoked set D. Consideration set; decision set

Evoked Set; Consideration Set

Vanessa has gotten an invite to the Golden Globes and she has no idea what to wear to such a high-profile event. She has never bought a designer gown in her life so she calls up Kate and Leslie for advice, goes through dozens of magazines, and looks up a ton of information online before making the final purchase because she wants to be sure to buy the right dress. She agonizes for weeks before finally opting for a midnight blue gown by Prada. What mode of decision-making is being used by Vanessa? A. Limited problem solving B. Variety-seeking C. Extended problem solving D. Brand loyalty

Extended Problem Solving

Direct marketing typically uses one medium to reach the consumer at a given location. A. True B. False

False

Given its popularity as a Halloween destination, Roca Berry Farms follows a media strategy of advertising heavily (usually through Facebook and social media updates) during the months from August to October. However, for the remainder of the year there are no updates and advertising. Roca Berry seems to be, therefore, following a ______ media scheduling strategy: A. Pulsing B. Continuity C. Flighting D. All of the above

Flighting

If an automobile showroom sends a small note thanking the customer for the purchase and reassuring her/him that they made the right decision in buying the car, then this is a good use of the __________ step in the selling process as it takes into account the consumer's ______________ behavior. A. Handling objections, post-purchase B. Closing the sale, pre-purchase, C. Follow-up, pre-purchase D. Follow-up, post-purchase

Follow up, Post Purchase

TechTonic, a company that makes headphones for the youth market, sends out sample boxes of their products to the top tech bloggers. The company requests them to write about their products on their respective blogs if they like the headphones, figuring that consumers who follow those bloggers will trust their recommendations and might start buying them. This shift in promotional expenditures has been most influenced by which trend in the promotion industry? A. Narrower media control B. Greater media clutter C. Greater consumer control D. Web 2.0

Greater Consumer Control

ClassyThreads, a company that makes affordable apparel for young professionals, decides to spend money on making short videos for Netflix and Hulu. The marketing team for ClassyThreads believes that they have a better chance of standing out to their target market from among the countless pop-up ads and banner-ads which consumers are bombarded with daily. This shift in promotional expenditures has been most influenced by which of the following trends in the promotion industry? A. Narrower media control B. Greater media clutter C. Greater consumer control D. Web 2.0

Greater Media Clutter

The newer ads for Speedster - a motorized battery-operated bicycle - are more focused on the brand (the brand name is mentioned/shown five times in a 30-second commercial) and are trying to build an emotional connect with the target consumers by emphasizing the fun aspect of the product. It seems as if the ads are trying to build brand recall and influence brand attitude. Which PLC stage is Speedster likely to be in? A. Introduction B. Growth C. Maturity D. Decline

Growth

The "Close your rings" series of ads for the Apple Watch focuses on different people doing a variety of activities. As the users exercise, run, or walk, the rings "close" thereby helping ensure that they get in a certain amount of physical activity each day. This is a good illustration of using a _______ ad appeal. A. Health B. Fear C. Vanity D. Profit

Health

Many companies in the past few years have felt that they would prefer keeping advertising and promotion within the firm itself and not have rely on external ad agencies for developing their advertising. That is going to most likely result in the growth of: A. In-house-agencies B. Full-service agencies C. Digital/interactive agencies D. Creative boutiques

In House Agencies

Prairie Pride Coalition - a volunteer organization for Bloomington-Normal's LGBTQIA+ population - maintains a list of names and addresses of people. It consists of people who subscribe to its email updates, board members, and people who have volunteered with the organization. This would be an example of a(n): A. Internal mailing list B. External mailing list C. Marketing database D. None of the above

Internal Mailing List

Companies that have a lot of products in their portfolio face a dual challenge when it comes to positioning them. Take the case of Hershey's. The first challenge it faces is to make it clear to the consumer how its own brands are different from each other (for example: how are Hershey's Kisses distinct from Reese's Peanut Butter Cups?). The second challenge it faces is how its brands are positioned vis-à-vis brands from competing firms (for example: Cadbury's chocolates - which are made by Kraft). Therefore, the first challenge involves figuring out a brand's ___________ while the second challenge involves figuring out its ____________, respectively. A. Market segmentation; market targeting B. Market targeting; market segmentation C. External positioning; Internal positioning D. Internal positioning; External positioning

Internal Positioning; External Positioning

The McDonald's series of ads that we discussed in class was an illustration of which marketing practice? A. Direct marketing B. Internal differentiation C. International promotion D. Maslow's hierarchy of needs

International Promotion

When major movie studios have to promote movies in different countries one of the marketing tactics they can use is to change the movie posters completely depending on the country they're looking at. For example, the poster for the Moby-Dick inspired "In the Heart of the Sea" for the U.S. featured a character swimming next to the eye of a whale while the poster for Japan featured all the major characters in the movie (the idea being that consumers might recognize Chris Hemsworth and go to the movie based on his star power). This kind of tailoring reflects that the kind of promotion being used in this case is: A. International promotion B. Local promotion C. Global promotion D. Regional promotion

International Promotion

We looked at examples of how marketers charge different prices for the same product simply by having different packaging for men and women. Which marketing practice is this most closely linked to? A. External differentiation B. Market segmentation C. Repositioning D. Direct-response promotion

Market Segmentation

The level of awareness on the part of the buyer regarding her/his needs and problems is the highest in the ____________ state and the lowest in the ____________ state, respectively. A. Need development, need awareness B. Need fulfillment, need awareness C. Need fulfillment, need development D. Need awareness, need development

Need fulfillment, Need Development

Sam's Club has a number of kiosks where you can get a free sample of cheese or cake or fruit as you push your shopping cart around. The store follows this strategy to encourage shoppers to try new things and, hopefully, buy it eventually. This would be an example of: A. On-package sampling B. Mobile sampling C. Mail sampling D. None of the above

None of the above

_________ is included in the category of support media because its color, design, and shape have been known to affect brand perceptions among consumers. A. Packaging B. Billboards C. Aerial advertising D. Transit advertising

Packaging

Meanwhile, back at the castle, Elsa hears the doorbell. She opens the door to find Gustave, the local representative for Winter Worth beauty products. Gustave spends the next half hour telling Elsa about a new line of moisturizers that Winter Worth has launched and shows her samples. Elsa loves them and buys $25 worth of products from him. Which kind of promotional tool is being described in this case? A. Sales promotion B. Point-of-purchase C. Personal selling D. Public relations

Personal Selling

Anna goes to Wandering Oaken's Trading Post (a retail store) to look for some winter clothing. As she's walking around she notices a beautiful merchandising display of Snowflake Marshmallows (a local brand) arranged in the form of an ice castle. She picks a bag of them to take home to Elsa. Which kind of promotional tool is being described in this case? A. Sales promotion B. Point-of-purchase C. Personal selling D. Public relations

Point of Purchase

Having a _________ public relations strategy is likely to be better than only having a _________ public relations strategy, respectively, because the first one enables a firm to publicize all the good things that it is doing. A. Reactive, proactive B. Reactive, offensive C. Proactive, reactive, D. Proactive, affective

Proactive, Reactive

Zenith Inc. has designed its sales force using two principles. The first level is in organizing salespeople by each state (within the U.S). The second level lies is in dividing salespeople into those who will focus only on selling home repair products and those who will focus only on selling landscaping products. Which kind(s) of sales force structure are being used here? A. Product line and type of customer B. Product line and geography C. Geography and type of customer D. Product line only

Product line and geography

If a company decides to add information related to the lifestyle, opinions, and interests of consumers to a mailing list of names and addresses of those consumers, then a ___________ is being done in this case. A. Behavioral data list enhancement B. Geodemographic data list enhancement C. Psychographic data list enhancement D. Demographic data list enhancement

Psychographic data list enhancement

Olaf goes to look for Kristoff to accompany him to the store. He finally finds Kristoff sitting at the dining table with papers scattered in front of him. "Hey Olaf," Kristoff greets him, "I'm working on a few posters that talk about all the good work that Elsa and Anna are doing for our kingdom. That should help spread the word about their good deeds and get some more goodwill from the townspeople." Which kind of promotional tool is being described in this case? A. Sales promotion B. Point-of-purchase C. Personal selling D. Public relations

Public Relations

The promotion industry comprises of many different institutions. Which of the following is usually considered a type of institution that advertising/promotion agencies might reach out to for additional help when figuring out a communication strategy? A. Not-for-profit organizations B. Research firms C. Government organizations D. Manufacturing companies

Research Firms

Penelope has been assigned to the business-to-business sales division in her company which sells small mechanical parts to different kinds of companies ranging from car manufacturers to mechanical repair companies. Which of these variables would be of the most use to her as she tries to devise a segmentation strategy? A. SIC codes of customers B. Age ranges of customers C. Psychographic information about customers D. Fashion choices of customers

SIC codes of customers

Elsa goes to the library to show her new purchases to Olaf (the snowman) and she finds him sprawled in front of the fireplace. "Look!" he says, holding up the newspaper, "If we take this coupon to the nearest store, they will give us two sacks of carrots for the price of one. Can we use this coupon? Sven (the reindeer) keeps eating my carrots!" Which kind of promotional tool is being described in this case? A. Sales promotion B. Point-of-purchase C. Personal selling D. Public relations

Sales Promotion

The Tiffany's ad example shows the importance for marketers to keep pace with changing understandings of which cultural aspect? A. Ethnicity B. Sexual Orientation C. Community D. Social class

Sexual Orientation

When you drive to Chicago from Bloomington-Normal you are likely to see several billboards just as you start entering the city limits. These are examples of: A. Print media B. Support media C. Interactive media D. Media conglomerates

Support Media

When a group of people from different functional areas come together to arrange a sales presentation to a client, then a ____________ approach is said to be in use. A. System selling B. Expert selling C. Team selling D. Seminar selling

Team Selling

When actress Jennifer Garner speaks from her personal experience about the many benefits of using a Capital One Venture Card for people who are frequent airline travelers like her, then a _________ executional style would best describe the ad. A. Symbol B. Testimonial C. Demonstration D. Lifestyle

Testimonial

The campus locations of The Coffee Hound and Fusion Brew decide to launch independent advertising campaigns for their coffee. While The Coffee Hound goes with the message "Why waste money at Starbucks when we have coffee that just can't be beat?", Fusion Brew puts up a giant poster on their front window with the message "Better coffee than any coffee chain in Uptown Normal." Which brand(s) is/are using a competitive positioning approach? A. The Coffee Hound B. Fusion Brew C. Both brands D. Neither brand

The Coffee Hound

The move from a self-sufficient household, that could fulfil its own needs, to a greater dependence on the marketplace is linked to which particular factor behind the rise of advertising? A. The rise of capitalism B. The rise of modern mass media C. The rise of branding D. The Industrial Revolution

The Industrial Revolution

Which era from the following would be considered the most progressive in terms of diversity and inclusiveness? A. Creative revolution B. World War II and the period immediately after C. The seventies D. The twenties

The Seventies

Which one of the following is an advantage of using product placement and branded entertainment for marketing communication purposes? A. Their effects can be predicted with a high degree of accuracy B. They can build stronger brand loyalty by appealing to their target audience C. There is never a disagreement between marketers and filmmakers D. All of the above

They can build stronger brand loyalty by appealing to their target audience

Which of these is a notable disadvantage of relying too much on sales promotions? A. There is no accountability for using them and no way to evaluate them B. They tend to get lost in the media and brand clutter C. They can make consumers overly focused on deal-seeking and discounts D. They are more long-term oriented in their execution

They can make consumers overly focused on deal-seeking and discounts

According to our revised understanding of Maslow's hierarchy of needs, the ordering of needs is not universally valid across all cultures. A. True B. False

True

Choosing one or more segments as the focus for the marketing program is referred to as targeting. A. True B. False

True

One of the key features of IMC is that it emphasizes the importance of multiple promotional tools working together to deliver a consistent message. A. True B. False

True

Sales promotion can be used to support advertising efforts for a brand but it should not be used as a substitute for advertising. A. True B. False

True

While the ____________ strengthened consumer culture through a lifestyle centered on hedonism, pleasure, and consumption, it was the _____________ that was notable for the beginning of consumer culture in the first place, respectively. A. Industrialization era; Twenties B. Twenties; P.T. Barnum era C. Twenties; Great Depression D. Pre-Industrialization; Industrialization

Twenties; P.T. Barnum Era

The advertising appeal selected to be the theme of an advertising campaign is referred to as its ________________. A. Featured benefit B. Media plan C. Advertising objective D. Unique selling proposition

Unique Selling Proposition

Jughead is an expert in the art of saving money. He is always on the lookout for discounts and deals when it comes to personal care products. If there's a sale on Dove one month then he'll buy that but if there's a buy-one-get-one free on Axe the next month, then he'll easily buy Axe. Which category would you put Jughead in? A. Non-user B. Brand-loyal user C. Variety seeker D. Emergent consumer

Variety Seeker

Kate has been shopping for clothes for so many years, but she still can't muster up any interest in the task. It's a necessary purchase for her because she has to attend so many events so she just buys different colors without any concern for the brand. What mode of decision-making is being used by Kate? A. Limited problem solving B. Variety-seeking C. Extended problem solving D. Brand loyalty

Variety-seeking

Given below are three steps which a bank might follow in its marketing communication strategy for their student loan program. What would be the correct order of the steps assuming that the bank follows STP marketing? Step X: The bank decides to brand their program as NotALoan, and that the marketing motto is going to be "Your financial home away from home." Step Y: Research shows that the student market can be broken down into three major groups based on where the students come from - students who are from the same state as the university is in, students from another U.S. state, and international students who are from another country. Step Z: The bank feels that international students should be the focus for their loan program as the students often feel confused about financial details because they're not familiar with the credit systems here. A. X --> Y --> Z B. Y --> Z --> X C. X --> Z --> Y D. Z --> X --> Y

Y / Z / X

The fears related to subliminal advertising were most prominent in the: A. Creative revolution era B. Years during and after the Second World War C. Seventies D. P.T. Barnum era

Years during and after the Second World War