MK 410 - Midterm Exam Study
When a product solves an everyday life problem, the executional framework being used in the ad is most likely:
Slice-of-Life
A cognitive message strategy is the presentation of rational arguments or pieces of information to consumers. (T or F)
T
A conceptual brand name seeks to capture the essence of the idea behind the brand or a vision of what the company does. (T or F)
T
A corporate or brand image reflects the feelings consumers and businesses have about the overall organization, as well as its individual products. (T or F)
T
A decorative model is a person who adorns a product as a sexual or attractive stimulus, but has noting to do with the product. (T or F)
T
A market segment must be financially viable to be useful. (T or F)
T
A recent trend in brand building has been to incorporate social media. (T or F)
T
A spin-off sale occurs when a brand used at work is also purchased for personal home use. (T or F)
T
An affective message strategy invokes feelings or emotions and matches these with the good, service or company being advertised. (T or F)
T
Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies. (T or F)
T
Characteristics of a viable market segment include being specific and distinct. (T or F)
T
Communication is defined as transmitting, receiving, and processing information. (T or F)
T
Conative message strategies utilize the attitude formation sequence of Conative > Cognitive > Affective (T or F)
T
Conceptual names capture the essence of what a company offers. (T or F)
T
Iconoclastic names represent something unique, different, and memorable. (T or F)
T
If 100,000 people are exposed to an advertisement, the total gross impressions are 100,000 regardless of whether the people actually watched the ad or not. (T or F)
T
In addition to the traditional elements of advertising, sales promotions, and personal selling-promotions now also includes activities such as database marketing, direct marketing, sponsorship marketing, Internet marketing, guerrilla marketing, and alternative marketing. (T or F)
T
In business-to-business advertising, the majority of advertising dollars goes to print media and especially to magazines, both trade and business-related magazines. (T or F)
T
The affect referral model of evaluating alternatives best fits with high involvement purchase situations. (T or F)
F
During the external information search process, consumer with high level of involvement tend to spend: a. More time searching for external information b. Less time searching for external information c. Greater emotional energy studying external and internal information d. More time shopping in retail stores
A
All of the following are trends impacting the use of integrated advertising and marketing communications except: a. increase in channel power by manufacturers b. emphasis on customer engagement c. increase in perception of brand parity d. increase in micro-marketing
A
In the hierarchy of effects model, cognitive message strategies would be most closely tied to which stage(s)? a. Awareness and Knowledge b. Liking, preference, and conviction c. Actual purchase d. Knowledge and Preference
A
Overt brand names: a. Reveal what the brand does b. Capture the essence of the idea behind the brand c. Contain recognizable words or word parts that imply what the brand is about d. Do not reflect the brand's goods or services, but instead something that is unique, different, and memorable.
A
When brand equity is measured using estimates of the future cash flows of a bran based on its unique strength and characteristics, which will then be discounted to determine a net present value, the method is: a. Financial value b. Market value c. Revenue premium d. Consumer value
A
When seeking the identify the desired brand image, company leaders first assess: a. The brand's current image b. The external environment c. Tangible competitor advantages d. Intangible competitor advantages
A
An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:
Accountability
Which is the mental position a person takes about a topic, person, or event?
Attitude
Ads using an informative executional framework are best suited for: a. Conative message strategies b. High involvement purchase decisions c. Slice-of-Life executions d. Brand image message strategies
B
An internal information search for product information occurs when: a. A consumer experiences uneasiness b. A consumer thinks about brands he/she is willing to consider c. The consumer buying process is nearly complete d. Advertisements are being ignored
B
Feeling good after making a purchase from a company with a strong and positive image is an example of: a. An impulse buy b. Psychological reinforcement c. Cognitive dissonance d. Brand metrics.
B
The individual that has the greatest ability to conduct an external search for information is the consumer who has: a. A low level of knowledge about the product category b. An extensive knowledge of the product category c. Some knowledge of the product category, but not enough to make an intelligent decision. d. A low educational level
B
Which is an intangible element of a brand image? a. A corporate name and logo b. Ideals and beliefs of corporate personnel c. Employees d. Packaging and labeling
B
Which message strategy is a claim of superiority based on a product's specific attribute or benefit that cannot then be used by a competitor? a. Generic b. Preemptive c. Unique selling proposition d. Hyperbole
B
Which of the following tends to work the best when developing comparative ads? a. Comparing a low-market share brand to another low-market share brand b. Comparing a low-market share brand to a market leader c. Comparing a market leader to a low-market share brand d. Comparing a market leader to another market leader
B
Charles sees only minor differences among the various brands of high definition televisions. This is an example of:
Brand parity
When a food producer that distinguishes between individually-owned grocery stores and major retailers such as Target, the segmentation approach being used is:
Business Size
A dessert that is promoted as being "sinfully delicious" with a person sitting on a sandy beach is using the which type of execution? a. Resonance b. Slice-of-Life c. Fantasy d. Hyperbole
C
A set of businesses or groups of individual consumers with distinct characteristics is a: a. differentiated group b. production department c. market segment d. manufacturing system
C
Each of the following would be an example of a marketing objective, except: a. Increase market share b. Meet a targeting return on investment c. Enhance brand image d. Increase sales vloume
C
Private labels are attractive to retail stores because: a. They are prices higher than national brands. b. They do not require any advertising. c. They tend to have higher margins than national brands. d. Consumers are becoming more loyal to private brands.
C
The fantasy executional framework relies on: a. Raw sex and nudity b. Comparisons of product features c. Suggestiveness D. Cognitive thought process
C
When determining the level of sec appeal to use in an advertisement, it is important to consider: a. The amount of sexually-oriented advertising that is being used by competitors. b. How decorative models are being used. c. Society's view and level of acceptance at the time the ad is to run. d. The target audiences' view of sexuality.
C
Which is the most recent new trend in packaging and labeling? a. Providing warranty information b. Meeting legal requirements c. Adding QR codes d. Protecting product content
C
While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of:
Clutter
Kylie believes St. Francis Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude?
Cognitive
The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an example of:
Complementary Branding
When brand equity is measured using the value of a brand based on input from consumers, such as familiarity, purchase considerations, customer satisfaction, and willingness to seek out the brand, the method is:
Consumer Value
A person's level of power in the buying process depends on each of the following except: a. his or her role in the buying center b. his or her official position in the company c. the impact of the purchase decision on a his or her job d. the level of cognitive involvement
D
An example of adaption in global marketing communications is: a. Ford's One-Worlds Ford Contour car b. Printing ads only in English for European countries c. Using direct mail d. Not selling the McRib sandwich in Israel because it violates religious practices.
D
Each of the following is an advantage radio advertising, except: a. High segmentation potential b. Flexibility in making new ads c. Able to modify ads to local conditions d. Easy national purchase procedures
D
In terms of market segmentation, the usage segmentation approach offers each of the following advantages, except: a. A meaningful classification scheme based on actual behavior of customers. b. Ability to reduce a large volume of customer data to a few, concise clusters. c. Ability to measure the growth of each cluster and the migration of customers from one cluster to another. d. Ability to compare a firm's customers with customers from competing firms.
D
Starbucks would be an example of a company involved in dual-channel marketing because the company sells coffee: a. In retail stores only b. To businesses such as United Airlines, Holland America cruise line, and Chicago's Wrigly Field c. Using integrated channels d. To both consumers and businesses
D
Radio is not a viable medium for business-to-business, ads. (T or F)
F
The following are examples of customer contact points, except: a. a sales clerk at a retail store b. a commercial website c. a receptionist at a business d. a friend who recommends a brand
D
When Maya decides she needs some new clothes, she will spend considerable time comparing the various brands and will often go to several retail stores. Maya has a: a. low need for cognition b high need for cognition c. low level of shopping enthusiasm d. high level of shopping enthusiasm
D
Sex appeals and nudity tend to increase attention to advertisements, but only for males. (T or F)
F
Selling virtually the same goods or services to consumers and businesses is called:
Dual Channel Marketing
Business-to-Business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ______ appeals.
Emotional
Susan researched the Interent for information about the best brands of stereos. She has also visited Best Buy. This is an example of a shift in power to the retailer. (T or F)
F
The GIMC approach is easier to apply when a company relies on the adaption strategy for its global expansion. (T or F)
F
A media planner's job is to purchase space as well as to negotiate rates times, and schedules for ads. (T or F)
F
A new task purchase is the easiest, because new specifications will be developed. (T or F)
F
A recent study revealed that women control 75% of the world's annual consumer spending. (T or F)
F
A sociological approach in consumer-oriented research involves direct observation of consumers using goods and services. (T or F)
F
An external search for purchasing alternative products or services takes place when a consumer thinks about the brands he or she is willing to consider. (T or F)
F
Brand equity is the perception that most brands within a product category are relatively similar or have no distinct differences. (T or F)
F
Google is an example of an implied brand name. (T or F)
F
Impulse buys are primarily linked to cognitive message strategies. (T or F)
F
One of the key advantages of magazine advertisements is the sort lead-time available, which allows the advertiser to react to current events. (T or F)
F
Perceptions of a brand's image are based solely on price and quality. (T or F)
F
The gatekeeper is the individual in the business buying center who make the eventual purchasing decision. (T or F)
F
The most important component of a brand image is the price. (T or F)
F
The need for cognition is a personality characteristic that links the drive to consider alternatives with the drive to take action quickly. (T or F)
F
The primary methods used in communications research are product-specific research, target-market research and competitive analysis research. (T or F)
F
Truly subliminal sexual messages are highly effective advertising techniques. (T or F)
F
Typically, advertising messages are decoded in the same way by large numbers of consumers because of the standard nature of the decoding process. (T or F)
F
When humor in an ad is remembered, the product or brand is almost always easily recalled. (T or F)
F
Which type of schedule in allocating its marketing communications budget matches a ski resort in Colorado?
Flighting
Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
Gross Rating Points
The primary advantage radio has that is not available in the other mass media outlets is:
Intimacy
Which method of developing marketing communications budget is often used in highly competitive markets where rivalries between competitors are intense?
Meet the competition
The decline in effectiveness of mass-media advertising has led marketers to shift efforts to:
Micro-marketing
Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by:
Product Attribute
Michelle is watching a television commercial fora new car but a stereo is playing in the room next door making it difficult to concentrate, which is an example of:
Noise
OTS stand for:
Opportunity to see
Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:
Recency Theory
In determining the optimal media mix for an advertising campaign, the best sources of information would be media planners and media buyers. (T or F)
T
In dual- channel marketing, if the benefits sought from a product differ between the consumer and business-to-business markets, the best marketing strategy is to create separate communication messages. (T or F)
T
In marketing deodorant to women, Degree emphasized that the product: "Let no marks on clothing and would hold up as she worked and socialized." (T or F)
T
Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting. (T or F)
T
Many people respond to stress and hectic lifestyles through exciting adventures and personal pleasure pursuits. (T or F)
T
Mass-media television advertising is declining in effectiveness. (T or F)
T
Media planning begins with a careful analysis of the competition. (T or F)
T
Newspapers are an excellent advertising medium for local companions. (T or F)
T
Packaging should meet the needs of consumers for speed, convenience, and portability. (T or F)
T
People with a high need for cognition will gather more information and spend more time searching for information prior to a purchase that individuals with a low need for cognition. (T or F)
T
Private brands are proprietary brands marketed by an organization and normally distributed exclusively withing the organization's outlets. (T or F)
T
Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand. (T or F)
T
Retailers often maintain channel power by controlling shelf space and purchase data. (T or F)
T
Successful marketing involves identifying target markets and the right media to reach the members of those markets. (T or F)
T
Television has the potential to offer advertisers the most extensive coverage and highest reach of any medium. (T or F)
T
The key to understanding the multi-attribute model to evaluate alternatives is being aware that consumers examine sets of product attributes across an array of brands. (T or F)
T
The people who develop advertisements and promotional campaigns are called creatives. (T or F)
T
The percentage-of-sales method for budgeting for communications tends to allocate funds for advertising in the opposite direction from what is needed. (T or F)
T
The quality of products, prices charged, methods of distribution, image, and communication tactics create a product's position. (T or F)
T
The technique designed to calculate an advertisement's cost in reaching a particular product's target market is: Weighted or demographic CPM (T or F)
T
Trade promotions include contests, incentives, vendor support programs, and other fees and discounts that help the manufacture push the product through the channel. (T or F)
T
Traditionally, the marketing mix consisted of advertising, sales promotions, and personal selling. (T or F)
T
Typical person spokesperson do not have the name recognition of celebrities, and as a result, advertisers often use multiple sources within one advertisement to build credibility. (T or F)
T
Using overt sexuality in ads for products that are sexually-oriented is normally accepted, but it often becomes controversial when used for other types of products. (T or F)
T
When conducting communications research, researchers examine the context of a product's use. (T or F)
T
When marketing to men, it is important to remember that many men do not enjoy browsing; instead, many prefer to look for specific information of products. (T or F)
T
Identifying who will be the recipient of a planned communications campaign is which type of research?
Target-Market
Which of these media offers the most extensive coverage and the highest reach?
Television
Brand Parity
The perception that all brands are essentially the same
