Promotions Management Chapters 1-5 Exam

Geodemographics: A) combines census data with psychographic data B) segments populations by generations C) is a form of global marketing D) groups consumers by region

A) Combines census data with psychographic data

In terms of communication, encoding is: A) a sales pitch recited by a salesperson B) the database manager finding a statistical oddity C) a chat room on the Internet D) a purchase decision by a consumer

A) a sales pitch recited by a salesperson

Marketing account executives are facing increasing pressures related to: A) accountability B) affordability C) accessibility D) applicability

A) accountability

If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude? A) affective B) cognitive C) conative D) value

A) affective

If an advertisement by Pampers is designed to appeal to a person's emotions first, the ad addresses which component of an attitude? A) affective B) cognitive C) conative D) value

A) affective

Which component of an attitude contains the feelings or emotions a person has about a product? A) affective B) cognitive C) conative D) rational

A) affective

Which involves using an established brand name on goods or services that are not related to the core brand? A) brand extension B) private brand C) flanker brand D) complementary brand

A) brand extension

163) A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with the Campbell's name and logo prominently displayed in the ad. No other information or copy is in the ad. The advertising goal of this advertisement is most likely to: A) build brand image B) inform C) persuade D) support other marketing efforts

A) build brand image

In terms of the communication process, a creative preparing an ad is most likely going to be involved in: A) encoding B) transmission C) decoding D) noise or clutter

A) encoding

Co-branding can take the following forms, except: A) flanker brand B) ingredient brand C) cooperative brand D) complementary brand

A) flanker brand

The set of brands a person will not consider due to negative feelings is the: A) inept set B) inert set C) negative set D) evoked set

A) inept set

A family brand is: A) one in which a company offers a series or group of products under one brand name B) a type of extension or flanker brand offered by one company C) a logo or theme of a brand D) one that has a high level of brand equity

A) one in which a company offers a series or group of products under one brand name

Which type of corporate name reveals what a company does? A) overt B) implied C) conceptual D) iconoclastic

A) overt

American Airlines and BMW Motorcycles are examples of: A) overt names B) implied names C) conceptual names D) iconoclastic names

A) overt names

In the business-to-business sector, advertising tends to: A) support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows B) be the primary vehicle for communicating to customers C) be performed in-house to prevent competitors from learning about the company's products and communication approach D) identify key new target markets

A) support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows

PRIZM is a company that specializes in which type of segmentation? A) product differentiation B) geodemographic C) geographic D) psychographic

B) geodemographic

114) Crowdsourcing is: A) the process of outsourcing the creative aspect of an advertisement to the public B) the process of outsourcing the production aspect of an advertisement to the public C) the process of outsourcing both the creative and production aspect of an advertisement to the public D) the process of selecting creatives from the public domain rather than from an advertising agency

A) the process of outsourcing the creative aspect of an advertisement to the public

180) In media selection in the business-to-business sector, it is important to know: A) the trade journals and business publications members of the buying center read B) the television shows the members of the buying center watch C) where the buying center members go for product information D) which media the deciders use for product information

A) the trade journals and business publications members of the buying center read

The member of the buyer center who actually utilizes items after they are purchased is the: A) user B) influencer C) decider D) gatekeeper

A) user

Nike creating a line of clothing to go along with their main products (shoes) is an example of a: A) flanker brand B) brand extension C) cooperative brand D) complementary brand

B) brand extension

In a buying center of a large company, the purchasing agent is normally the: A) user B) buyer C) decider D) gatekeeper

B) buyer

Kylie believes St. Francis North 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? A) affective B) cognitive C) conative

B) cognitive

Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product? A) affective B) cognitive C) conative D) rational

B) cognitivie

An account executive's duties include: A) preparing a database B) development of an overall strategic communication plan C) preparing the actual advertisements D) product development and applications

B) development of an overall strategic communication plan

Black and Decker's line of power tools is an example of a(n): A) adaptation B) family brand C) flanker brand D) private label brand

B) family brand

Which is an intangible element of a corporate image? A) the corporate name and logo B) ideals and beliefs of corporate personnel C) the employees D) the package and label

B) ideals and beliefs of corporate personnel

Federal Express and International Business Machines (IBM) are examples of: A) overt names B) implied names C) conceptual names D) iconoclastic names

B) implied names

Which type of corporate name contains recognizable words or word parts that imply what the company is about? A) overt B) implied C) conceptual D) iconoclastic

B) implied names

126) The following are evaluation criteria that should be considered in selecting an advertising agency, except: A) creative reputation and capabilities B) industry regulations C) production capabilities D) media purchasing capabilities

B) industry regualtions

The set of brands a consumer knows about but has neither positive nor negative feelings for is the: A) inept set B) inert set C) cognitive set D) evoked set

B) inert set

The members of the buying center who shape purchasing decisions by providing information and criteria are called: A) users B) influencers C) deciders D) buyers

B) influencers

The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are: A) problem recognition and information search B) information search and evaluation of alternatives C) evaluation of alternatives and purchase decision D) problem recognition and evaluation of alternatives

B) information search and evaluation of alternatives

The VALS typology is based on which type of segmentation? A) demographic B) psychographic C) generations D) geodemographic

B) psychographic

153) An individual's desire to drink high-quality wine as an expression of individuality and taste is discovered using which type of advertising research approach? A) product-specific research approach B) psychological approach C) sociological approach D) anthropological approach

B) psychological approach

A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is: A) industry B) size C) geographic D) usage

B) size

The early effects of an advertising campaign may be minimal, but over time gain momentum. This phenomenon is called: A) diminishing returns B) threshold effects C) the sales-response curve D) carryover effect

B) threshold effect

A market segmentation approach that focuses on the benefits of the product rather than on the type of customers is called: A) demographic segmentation B) psychographic segmentation C) benefit segmentation D) usage segmentation

C) benefit segmentation

When an individual considers all the ideas that come to mind when the name of a product is mentioned, which best explains the thinking? A) maps of attitudes B) value models C) a cognitive map D) affect referral

C) cognitive map

A low price, low involvement purchase is likely to begin with which component of an attitude? A) affective B) cognitive C) conative D) value

C) conative

An impulse buy probably means that the consumer acted on which component of an attitude? A) affective B) cognitive C) conative D) value

C) conative

Which component of an attitude displays the individual's intentions, actions, or behavior? A) affective B) cognitive C) conative D) rational

C) conative

Which type of corporate name captures the essence of the idea behind the brand? A) overt B) implied C) conceptual D) iconoclastic

C) conceptual

Lucent Technologies and Google are examples of: A) overt names B) implied names C) conceptual names D) iconoclastic names

C) conceptual names

The members of the buying center who authorize purchasing decisions are called: A) users B) influencers C) deciders D) buyers

C) deciders

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place? A) encoding B) transmission C) decoding D) feedback

C) decoding

When a message is being heard or seen by a consumer, what is taking place? A) encoding B) transmission C) decoding D) feedback

C) decoding

Which is a flanker brand? A) the offering of two or more brands in a single marketing offer B) the joint venture of two or more brands into a new product or service C) development of a new brand by a company in a good or service category where it currently has other brands D) a brand with the same name in a different industry

C) development of a new brand by a company in a good or service category where it currently has other brands

A firm that is expanding to international markets often adds additional brands to current brands in order to strengthen an international presence, reflecting which strategy? A) brand extension B) private brand C) flanker brand D) complementary brand

C) flanker brand

If a company's marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the product as a(n): A) brand extension B) ingredient brand C) flanker brand D) co-brand

C) flanker brand

When Procter and Gamble added a new laundry detergent in Asia called "Panda" to its current line of laundry detergents, the Panda brand would be considered a: A) brand extension B) family brand C) flanker brand D) complementary brand

C) flanker brand

When a company develops a new brand in the same category in which the firm already has a branded product, it is a: A) brand extension B) private brand C) flanker brand D) complementary brand

C) flanker brand

When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets the team believes is not being reached by the company's current brand, which is being used? A) brand extension B) private brand C) flanker brand D) complementary brand

C) flanker brand

Which approach is used by firms operating in high-end markets in order to avoid damaging the high-end brand's reputation? A) brand extension B) co-branding C) flanker brand D) complementary brand

C) flanker brand

125) The following are important evaluation criteria that should be considered in selecting an advertising agency, except: A) size of the agency B) relevant experience of the agency C) governmental regulations D) conflicts of interest

C) government regulations

The person reading a magazine advertisement plays which role in the communications model? A) sender B) decoder C) receiver D) object

C) receiver

Keeping a consistent image while incorporating new elements is an example of: A) developing a new image B) image positioning C) rejuvenating an image D) completing an image

C) rejuvenating an image

When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of: A) reinforcing the current image B) developing a new image C) rejuvenating an image D) changing an image

C) rejuvenating an image

Cooperative branding is: A) private labeling with a major brand B) placing one brand in another as a form of cooperation C) the joint venture of two or more brands in one product D) the marketing of two brands together to encourage co-consumption

C) the joint venture of two or more brands in one product

A consumer sees a billboard while driving. The billboard is a: A) creative B) decoding device C) transmission device D) form of feedback

C) transmission device

In the communication process, the items that carry the message from the sender to the receiver are: A) encoding processes B) decoding processes C) transmission devices D) feedback devices

C) transmission device

In terms of attitude formation, the most common sequence is: A) affective → conative → cognitive B) conative → cognitive → affective C) conative → affective → cognitive D) cognitive → affective → conative

D) cognitive → affective → conative

The following items are tangible components of a corporate image, except: A) goods and services sold B) retail outlets where the product is sold C) advertising, promotions, and other forms of communication D) competing businesses

D) competing businesses

When Procter and Gamble introduces a new laundry detergent with a different brand name, it is an example of creating a: A) family brand B) cooperative brand C) co-brand D) flanker brand

D) flanker brand

The members of the buying center who control the flow of information and keep vendors in or out of the process are called: A) users B) influencers C) deciders D) gatekeepers

D) gatekeepers

If a company sends direct mail to only the zip codes of communities that match the firm's best customer profiles, it is using which type of segmentation? A) demographic B) psychographic C) geographic D) geodemographic

D) geodemographic

Monster.com is an example of a(n): A) overt name B) implied name C) conceptual name D) iconoclastic name

D) iconoclastic

Which type of corporate name does not reflect the company's goods or services? A) overt B) implied C) conceptual D) iconoclastic

D) iconoclastic

Which type of corporate name is unique, different, and memorable without suggesting the company's goods or services? A) overt B) implied C) conceptual D) iconoclastic

D) iconoclastic

A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using: A) demographic segmentation B) psychographic segmentation C) benefit segmentation D) usage segmentation

D) usage segmentation

A brand extension is: A) a group of related core products sold under one name B) the creation of a logo which further explains the brand C) the design of a public relations campaign to support a brand D) using an established brand name on goods or services not related to the core brand

D) using an established brand name on goods or services not related to the core brand

Full service

If a company wanted to make sure an integrated approach is used in marketing communications, then the best approach would be to

using crowdsourcing to develop advertising includes all of the following except

Lower cost

Consumer decision-making process

Problem recognition, Information search, alternatives, purchase decision, evaluation

Marketing Plan

Situational analysis, SWOT, objectives, target market, strategies, tactics, implementation, evaluation

4 ways segmenation

Size, Usage, Benfits, geodemographics

brand manager

account side

boutique

offers one or a few specialized service or works with one type of client

step 2 in selecting an agency

select the process to be used and the criteria for selection

step 1 in selecting an agency

set goals