MAR 3802- Ch. 11 Quiz

At brand maturity, ad campaigns are developed to enhance a target segment's positive attitudes about the brand.

F

Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn't expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace. Bill's assessment of advertising is correct.

F

Billboard advertising often employs dramatization, a narrative, or a slice-of-life vignette to communicate with consumers.

F

A non-comparative ad focuses on a single brand's features, attributes, and image portrayal.

T

ABC Company is creating an advertisement to announce its new service. It follows the typical advertising process in which the source sends out a certain message, which is transmitted and then encoded.

T

Any marketing decision must begin with a clear understanding of what needs to be achieved.

T

Brian, a racing fan, sees an ad for a new movie, Fast and Furious 10. The movie shows fast cars and racing. This puts a positive image in his mind. The ad also says the movie is coming out this month. He considers going to see the movie. This is an example of advertising success.

T

Concept testing involves a focus group of eight to 10 consumers in the target segment who are shown an early version of the ad using illustrative props to explain the ad's basic idea.

T

Source credibility refers to a consumer interpreting a message as the most important piece of information, but the consumer also processes the source's credibility as a cue to the validity of that message.

T

The success of the more effective goals (image, preference) is tested with numerous measures of attitudes and behavioral intentions.

T

Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand reputation.

T

AIDA represents attention, interest, desire, and

action

If the advertising goal is to increase awareness, what type of ad should be run?

an ad with lots of information

Which of the following identifies a basic attitude that marketers measure in evaluating ads?

attitude toward the ad

For __________ tests, the primary consideration is memory.

cognitive

A(n) __________ ad is used for a new product, whereas a mature brand uses an image ad.

comparative

In a(n) __________, the featured brand name is mentioned, as is the brand name of a competitor.

comparative ad

In a(n) __________, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.

non-comparative ad

Ralph's Big & Tall retail stores, a national men's apparel retail shop, does not use celebrity endorsers in its advertising. Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph's and the superior customer service the store provides. Firms such as Ralph's Big & Tall opt to use regular people instead of celebrities because

they are more authentic and trustworthy.

In the basic model of dyadic communication, there are three parts. Which of the following is NOT one of the parts?

transfer agent