mkt 3305 1-6
According to the persuasion matrix, which of the following is a dependent variable in consumers' response process
attention
When Dole encourages consumers to "drink their fruits," claiming that eight ounces of juice is the equivalent of two whole fruits, it is positioning itself
by product class
5-Hour ENERGY positioning itself as a sugar-free energy shot is an example of positioning by product user.
false
A consumer always makes his or her purchase decisions in isolation. No external factor influences a consumer's decision-making process.
false
the sleeper effect states that the persuasiveness of a message decreases with the passage of time
false
Jane was asked to survey 10,000 people in Chicago in order to find out how many of them liked Dwayne Carter's performance in the movie Fatal Upheaval. After the study, she concluded that only 33 percent of the people knew who Dwayne Carter was. Here, the 33 percent indicates the
familiarity score
which demographic factor is creating extensive challenges for domestic marketers in the united states in communicating their advertising messages
growth of multicultural ethnic markets
An Acura ILX advertisement focuses on the positive attributes and benefits associated with the car. This is an example of a
one-sided message
marketing channels are the ______________ element of the marketing mix
place
Eve Bar Corp., a chain of restaurants in London, launches an ad campaign that is designed to attract people who enjoy the "fast-paced lifestyle." In this scenario, the chain is using
psychographic segmentation
Which stage of the AIDA involves getting the consumer to make a purchase commitment and closing the sale?
action stage
Angelina is not in the market for new shoes, but she notices a luxury shoe brand featured on her favorite television show and sees her friend wearing them in a photo on social media. Angelina is in a(n) ________ shopping mode.
passive
according to a major study commissioned by the advertising research foundation (ARF) the information and advice consumers need to make a purchase comes to them unsolicited when they are in a(n)_______ shopping mode
passive
Jim bought a new car after evaluating several alternatives. Despite being happy with the performance, he experienced a certain degree of anxiety and doubt about the car. In this scenario, Jim is experiencing
postpurchase dissonance
Placing the strongest arguments in an advertising message at the beginning takes advantage of the
primacy effect
during a recent survey, greg found that people remembered information presented at the beginning of an advertising message better than information presented in the middle. the finding could be explained by the
primacy effect
Gilbert is dissatisfied with his phone because it has a very short battery life. He realizes that he needs a phone that has a longer battery life. Gilbert is in the ________ stage of the consumer decision-making process.
problem recognition
Laith is an avid mountain biker. Lately he's had trouble with his bike's gear shift and brakes, which he has had repaired several times over the years—perhaps it is time to start looking for a new bike. Laith is in what stage of the consumer decision-making process?
problem recognition
which term is also used to describe the position of a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance
product manager
When airlines, destination resorts, and travel-related services advertise in publications such as Travel + Leisure because the articles, pictures, and other ads help excite readers about travel, they are taking advantage of the ________ effect.
qualitative media
Innovation Marketers is helping Blueberry Designs launch a new line into a different consumer market. They will use techniques including gathering information on the social, cultural, and environmental influences on consumer behavior. Information collection using individual interviews is a
qualitative methodology
which of the following is an example of broadcast media
radio
according to classical conditioning, which of the following factors is considered important for learning to occur through the associative process
repetition
after watching a commercial on television, rebecca dialed a toll-free number to order a kitchen appliance featured in the ad. this call is which element of the communication process
responding
Gertie sees an ad for Ultra Tide and thinks, "Ultra Tide looks like a really good product—I think I'll try it." This statement is an example of a
support argument
which of the following is not one of the pros of integrated marketing services
synergy and economics of scale are difficult to achieve
according to the survey conducted by the association of national advertisers, which of the following is a primary qualitative criterion that is used to evaluate the performance of ad agencies
teamwork
An ad agency is a service organization that specializes in planning and executing advertising programs for its clients.
true
Causes like the Special Olympics and the American Cancer Society are examples of products, or bundles of benefits or values that satisfy the needs of consumers.
true
Differences in dialects spoken in a country can be a major barrier to effective communication of an advertiser's message.
true
Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by marketing its vehicles exclusively at the premium segment.
true
When Domino's Pizza conceded to shortcomings of its product and explained what it was doing about them, it used a two-sided message.
true
When they are in a "passive" shopping mode, the information and advice consumers need to make a purchase comes to them unsolicited, such as a comment on a social media site; an ad seen on a TV show, in a magazine, or on a website; or by observing someone using a product or service.
true
a cell phone ad that portrays buyers using the phone to access their facebook, instagram, and snapchat accounts is using benefit segmentation
true
behavioral learning theories are based on internal psychology processes such as motivation and thinking
true
behavioral learning theories are based on the stimulus-response orientation
true
consumer behavior can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires
true
database development and management is becoming one of the most important services provided by direct-response agencies
true
dividing the market on the basis of personality and/or lifestyles is referred to as psychographic segmentation
true
media organizations provide an environment for a firm's marketing communications message
true
nonpersonal channels are generally referred to as the mass media
true
proponents of integrated marketing communications (IMC) services argue that maintaining control of the entire promotional process achieves greater synergy among the communications program elements
true
the source of a communication is the person or organization that has information to share with another person or a group of people
true
a celebrity endorser of a car states in the ad "i can tell you that there is a strong likelihood that our product will cost more than our competitors' products. our costs are high because we ensure that our parts are of the highest quality and this guarantees a superior driving experience." this is an example of a
two-sided message
Anne, a student, purchases most products endorsed by Reese Perry, a popular celebrity. She had also adopted the way Reese dresses and has styled her own image after Reese. However, Anne developed a negative feeling toward Reese after learning that she has been involved in an insurance scam. Subsequently, she also stopped purchasing any products endorsed by Reese. Which of the following persuasion processes is indicative of Anne's behavior?
identification
according to the family decision-making process, a mother who decides that she needs a new car is referred to as the
initiator
operant conditioning is also called
instrumental conditioning
after watching an ad in which dean douglas, a popular movie actor, endorses scandium laptops, leslie, a big fan, believes that dean endorse only reliable products. she immediately purchases a scandium laptop and is confident that scandium is the world's number one laptop manufacturer, as dean had claimed in the ad. her purchase is the result of a process known as
internalization
Money Backed Enterprises still uses an agency commission system designed in the 1990s. They say that the commission system of agency compensation is more flexible; by charging a large commission, they have the flexibility to perform other services for large clients at no extra charge. In addition, the commission system
is easy to administer
which of the following statements is true of the consideration set
it is the exact number of the evoked set
which of the following statements about the psychoanalytical theory is true
it is used to determine the consumer's purchase motivations
Pacifix Inc., a cell phone manufacturer, has launched a new smartphone. The company wants to communicate detailed information about the smartphone's specifications to its target audience. It also wishes to enable the audience to process the ad information at their own rate. Which of the following medium should Pacifix use for conveying the desired information?
magazines
Daphne cannot find the laundry detergent to which she is loyal, which disrupted her routine purchase behavior. Which source of problem recognition is Daphne experiencing?
out of stock
CL Inc., a manufacturing firm, decided to outsource its entire advertising function. The company launched a new product and paid for the campaign to promote the product. In this scenario, CL Inc., is
a client
Under ________, the client agrees to pay the agency a fee based on the expenditure of its work plus some agreed-on profit margin, often a percentage of total costs.
a cost-plus system
Abound Industries is a multiproduct firm. In addition to competing with outside manufacturers, each brand it produces actually competes against other brands within the company. Abound brands also compete for corporate resources, leading to unproductive rivalries. The type of approach Abound Industries has been using is called
a decentralized approach
Mars Inc. is a specialized agency that provides various services such as database management, infomercial production, creative services, telemarketing, research, and media services. In this scenario, Mars Inc. is
a direct-marketing agency
Firm Software Co. has audited their advertising budget for the last three years, identifying a pattern of expenses. They found that their media expenses were fairly consistent from year to year. They decided to change their compensation plan for their agency from a monthly billing to a monthly fee where media commission received by the agency will be credited against the fee. If the commissions are less than the fee, Firm Software will make up the difference in a quarterly billing cycle. This form of commission is called ________ combination.
a fee-commission
Sum Company has depended on key people in each product line to come up with advertising to promote their individual products. This approach has not produced the results they anticipated, and the board is seeking a change in process. They are now looking for an advertising agency that offers its clients a full range of marketing, communications, and promotion services, including planning, creating, and producing the advertising, performing research, and selecting media. Sum is looking for ________.
a full-service agency
NW Inc. specializes in buying radio, television, and newspaper space at discounted rates. Yummy Foods approaches NW Inc. to buy newspaper space at less than market rate. NW's personnel also help Yummy Foods plan their media strategies. However, they do not perform any other functions. In this scenario, NW Inc. is an example of
a media specialist company
a major advantage of personal channels of communication is that
a message or presentation can be tailored to an individual or audience
Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in return paid Innovators $20,000 as compensation. However, the final decisions regarding the advertising and promotional program rested with Joy Fruit Juices. In this scenario, Innovators is
an advertising agency
a small entrepreneurial firm for the last five years, clear cite industries is ready to broaden their efforts to expand beyond the tri-state area to a nationwide market. with their growth, they have identified the need for new roles in their organization. they have a number of salespeople, but their promotions effort has been lacking. they have determined a critical role with key responsibilities for coordinating input from people both inside and outside the organization to help define the advertising and promotion process. this position is called
an advertising manager
Laith follows an Olympic mountain biker on Instagram. The Olympian has been riding the same brand of mountain bike for many years. Every time Laith reviews his research on this big purchase, he pushes aside the research for brands other than the bike he sees posted on Instagram. Laith is demonstrating behavior following
an affect-referral decision rule
GSI industries is looking for several dedicated services to develop and maintain their website and digital marketing. They also need support to create a strategy and media plan to refresh their brand. A medium-size company, GSI may want to engage the services of ________ to coordinate these IMC services.
an agency of record
superagencies are
an amalgamation of several small, medium, and large advertising agencies.
when a company has one or more additional layers of management above brand managers to coordinate the efforts of all the brand managers handling a related group of products, it is generally using a _______ system
category management
a company that aims to position a product based on its salient features is using positioning based on
benefits
which of the following consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumer?
brand identity
Blueberry Designs, a boutique, has an advertising department along with sales, marketing, and research departments. The manager of the advertising department heads and controls all the functions of that department, such as budgeting, planning media schedules, and administering the sales promotions programs for all of the company's products and services. Blueberry Designs employs a
centralized marketing system
which of the following is an example of an independent variable in the persuasion matrix
channel
Lily saw a newspaper ad for a microwave oven and subsequently visited the company's website to get more details about the microwave. According to the traditional response hierarchy model, Lily is currently in which of the following stages?
cognitive stage
The Reflective Enterprise brand is practically a household name. To protect their brand equity, Reflective Enterprises spends huge amounts in advertising to maintain their brand recognition and reputation as the highest-quality service provider in their market. Reflective Enterprises recognized the importance of investing in
competitive advantage
Venus Corporation recognized there are many consumers with different needs and responses to their product lines. They are working with Innovation Marketers to identify opportunities to target distinct groups whose needs and responses to their products are similar. Innovation Marketers and Venus are using
competitive marketing
Alice knew that her boss was a huge fan of Sharon Styles, a professional tennis player. Alice also noticed that her colleagues who were fond of Styles shared a good rapport with her boss. In order to impress her boss, Alice gave her a perfume endorsed by Styles as a birthday present. She also bought magazines featuring Styles in order to project that she, too, was fond of Sharon Styles. In this case, the influence process occurs through a process known as
compliance
After viewing an automobile ad that claims, "the car's highway mileage is 60 miles per gallon," Ryan states, "That's impossible." Ryan's statement is an example of a
counterargument
WomensHealth.com, a website targeting women, is an example of using gender as a basis for successful ________ segmentation.
demographic
Root Inc., a manufacturer of dental hygiene products, manufactures chocolate- and strawberry-flavored toothpastes that are specifically designed for children. Which of the following bases of segmentation is the company using?
demographic segmentation
what is the first step in the target market selection process
determining market segmentation
AB Rail Inc., a private railroad firm, offers both economy-class and business-class tickets, marketing to each segment separately using individualized marketing programs. With respect to the types of market coverage alternatives, the railroad company is using
differentiated marketing
Advocare, Tupperware, and Mary Kay are examples of companies that choose not to use any channel intermediaries, but instead sell to their customers through
direct channels
Bliss Automobiles is a Texas-based luxury car manufacturer. Typically, it is never affected by economic downturns because its customers are highly image conscious. Which level of the hierarchy of needs are Bliss's customers illustrating?
esteem
Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.
false
a company that follows a centralized system and contains a separate advertising department cannot make use of an outside advertising agency
false
dependent variables of the persuasion matrix are the controllable components of the communication process
false
in the standard learning hierarchy, a consumer is viewed as a passive participant in a communication process
false
one-sided messages work better when the target audience is highly educated
false
An ad campaign for road safety showed a coconut being crushed severely after being struck by a hammer. It aims to emphasize the importance of wearing a helmet while riding a motorcycle. Which of the following was used in the ad in order to evoke a favorable response?
fear appeal
Fly High Airlines provides outstanding customer service, which gives it an edge over its competitors. This outstanding customer service is used to
gain a competitive advantage
Planet Burgers Inc. is a global food chain that caters to each market it operates in by adapting its products to local tastes and preferences. For example, burgers are made from lamb in India rather than beef due to religion-based preferences. It adds more chili sauce in Mexico and so on. Planet Burgers makes use of ________ segmentation.
geographic
Genex Inc., a new company, has come up with pasteurized goat milk for consumers who are allergic to cow milk, which is an extremely small group. This kind of small consumer group can be referred to as a
market niche
Plum, a manufacturer of baby products, came up with an attractive jingle for its advertisement. The jingle gained popularity among its audience due to its catchy tune and simple lyrics. Which of the following helps viewers remember and recognize Plum's ad?
mnemonics
Laura had a new baby and is shopping for a minivan to accommodate her larger family. Which of the following sources of problem recognition is Laura experiencing?
new needs/wants
Seth works for Don Jagoda Associates, an agency that provides promotional planning, creative research, tie-in coordination, premium design and manufacturing, and contest/sweepstakes management, among other services. What type of specialized services agency is Don Jagoda Associates?
sales promotion agency
in developing a strategic marketing plan, what should the company do immediately after evaluating the opportunities presented by various market segements
select target market
in the selective perception process, which stage occurs after selective attention
selective comprehension
Laith has been looking at all the options for purchasing a new or used mountain bike. Now he cannot remember all the information he has read, seen, and reviewed, although he understood it clearly. What stage is Laith experiencing in the selective perception process?
selective retention
At the age of 55, Ron feels lonely and wishes he had more friends. Ron is experiencing a need at which level of the hierarchy of needs?
social need
in a television ad for teeny toddler baby powder, a celebrity informs the audiences that the product helps keep a baby's skin dry and soft. in this scenario, the celebrity is the ____________ of the communication process
source
Marketers use the company president or chief executive officer as spokesperson in the firm's advertising in order to increase
source credibility
A celebrity associated with a brand makes a misstep that is broadcast across the media, creating an untrustworthy image. This event causes a
source derogation
