Mk332 final exam

An endorsement by consumer reports would typically be used in which type of executional framework

Authoritative

Expert authorities would most likely be used in which type of executional framework?

Authoritative

Which concept explains that consumers may recall an ad from the past and make a purchase because they have seen the ad several times

Carryover effects

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

a low-price, low-involvement purchase is likely to begin with which component of an attitude?

Conative

In terms of media expenditures, the fastest growing media outlet is: A) television B) the Internet/ Digital C) outdoor advertising D) network TV

Digital

When Carrie hosts a party for Mark cosmetics and invites her friends and relatives in an effort to encourage them to purchase some Mark products, it is which method of direct response marketing?

Direct Sales

The brand image of an automobile manufacturer such as Porsche, Mazda, toyota, or Ford might be based on each of the following EXCEPT:

Economic Conditions

T/F: A conceptual brand name captures the essence of what a company offers, but does not reveal it with directly

False

T/F: A trade incentive is a financial incentive given to channel members to motivate them to make a purchase.

False

T/F: A trade promotion is a physical product sent as part of a promotional deal.

False

T/F: An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards

False

T/F: Brand equity is not important i in B2B markets because pricing is typically the primary decision variable

False

T/F: Brand spiraling is the practice of using interactive media to promote and attract consumers to an online website.

False

T/F: Branded entertainment is the insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers.

False

T/F: Consumers within a segment tend to be homogeneous which means they are different

False

T/F: Customers who already have a preference for a brand redeem the majority of all coupons.

False

T/F: Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

False

T/F: Damage control and greenwashing are essentially the same public relations practices.

False

T/F: Damage control is only used when consumers make unjustified complaints against a company.

False

T/F: Direct sales are not an attractive method for selling products to consumers.

False

T/F: During the infection stage of buzz marketing, the product is being introduced to the market.

False

T/F: Generic message strategies are not used in b2B advertisements because few firms dominate an industry

False

T/F: Greenwashing is the process of making a company more environmentally friendly by "washing away" negative practices.

False

T/F: In recent years, marketers have reduced the use of freestanding inserts for the distribution of samples because of ineffectiveness.

False

T/F: In terms of social media marketing, most brands utilize a single social media network.

False

T/F: Instant redemption coupons are a form of direct sampling.

False

T/F: Marketing surveys have revealed that less than 10% of purchases are planned prior to reaching a store, which increases the importance of in-store displays

False

T/F: Most Facebook users are located within the United States.

False

T/F: Most consumers are tolerant of spam, which makes the creation of an email program easier.

False

T/F: Most consumers will purchase green products even when the quality is slightly lower.

False

T/F: Only a small number of retailers charge slotting fees compared to the large percentage that use exit fees.

False

T/F: Personal values are not part of a MECCAS model but are part of a means-end chain

False

T/F: Proactive damage control strategies include entitlings, enhancements, and crisis management.

False

T/F: Product placement is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.

False

T/F: Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment

False

T/F: Product usage is not normally used as a method of business-to-business market segmentation

False

T/F: Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic marketing segmentation

False

T/F: Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.

False

T/F: Sponsored content produces significantly better results than a brand having its own branded content.

False

T/F: The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

False

T/F: The lifetime value of a customer is based on the idea that the amount of money customers spend with a firm increases over time.

False

T/F: The most common form of direct marketing is email.

False

T/F: The value of the reward in a frequency program has no relationship on the effort individuals will expend to obtain the reward.

False

T/F: Two keys to text message mobile advertising include careful timing of the message and using geo-targeting so only consumers close to the retailer or business receive the text.

False

T/F: While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks.

False

T/F: a threshold effect means that an ad has been shown often enough so that the consumer will remember the company or brand when it is time to buy the product

False

T/F: opportunities to see measures the average number of times an individual, household, or business in a target market is exposed to a message during a given time period

False

T/F: print media and TV offer the best outlets for rational appeals

False

T/F: recent studies have revealed that a 10% increase in advertising leads to about a 5% increase in sales, although results vary widely

False

t/F: Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad

False

T/F: Online sales account for nearly one-fifth of all retail activity

False e

Primary Twitter users tend to have all of the following demographic characteristics except:

Female

Free shipping, free freight, and dollar discounts are examples of which type of incentive is designed to encourage online shopping

Financial

Which type of schedule in allocating its marketing communications budget would fit wight-loss programs such as Weight Watchers, that advertise primarily during the first part of the year?

Flighting

Which type of schedule in allocating marketing communications sends out communications only during specific times during the year with periods of no advertising other times?

Flighting

When provided with an offer of a 10 percent discount to purchase electronic calculators within the next 30 days, Target buys extra calculators to take advantage of the price discount. Target will offer the calculator to consumers at a discount during the special sale, but then have additional calculators to sell when the sale is over. This is an example of:

Forward buying

Which of the measures the average number of times an individual household, or business in a target market is exposed to an advertisement during a specific time period?

Frequency

Although Mike is a mechanic at a local auto repair shop, he does most of the cooking and grocery shopping for his family. This is an example of which buyer behavior trend?

Gender Complexity

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

Geodemographic

Each of the following is possible product positioning strategy EXCEPT:

Governmental customers

In terms of the visual element of an advertisement, a concrete image has a:

Higher level of recall than an abstract image

marketers now post TV commercials on Youtube simultaneously with the TV launch which is a practice called

In-Stream

Intel Pentium processors placed inside computers is a form of: A) ingredient branding B) flanker brand C) cooperative branding D) complementary branding

Ingredient branding

which of the following statements about image is FALSE

It is relatively easy to change the image people hold about a given company

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

Market segment

4 out of 4 points Adding an extra bar of soap to a three pack and offering it at a special price is a:

bonus pack

in terms of source characteristics, attractiveness consists of

both physical and personality characteristics of the spokesperson

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

brand engagement strategy

To be effective, point-of-purchase displays need to

clearly communicate the products attributes

Each of the following items is a tangible component of a brand image EXCEPT:

competing businesses

A "write our new slogan" event that awards a prize to the winner is a(n):

contest

the dollar cost of reaching 1,000 members of a media vehicle's audience is the

cost per thousand

In terms of the evolution of the internet, Web 2.0:

created online communities that connect buyers and sellers in new ways.

Research indicates that humor will:

elevate a person's mood, which will then be transferred to the product being advertised

A Hispanic fiesta held in Houston, Texas funded by a food company is an example of:

event marketing

Monies paid by a manufacturer to remove an item from a retailer's inventory are:

exit fees

When the public relations department issues a statement saying, "Our competitors deliberately made misstatements about the way to use our product, and people were injured as a result" it is an example of:

expression of innocence

T/F: Ads in trade journals and other media have a better change of being noticed by members of the buying center when the firm is either in a straight rebuy or modified rebuy situation

false

T/F: Rebate programs tend to be more effective than other promotions because consumers get excited about them and this leads consumers to wait patiently until one is offered before making a purchase.

false

T/F: The multi-attribute model of purchase evaluation is best suited to low involvement purchase decisions

false

T/F: if the objective of an adverting campaign for JD Bank is to increase brand recall, then reach is more important than frequency

false

For moviemakers and television producers, the primary motivation behind product placement and branded entertainment is to:

generate revenue

A company that stops using Styrofoam containers due to harm of the environment and starts using recycled paper provides an example of:

green marketing

Developing products that are environmentally-friendly is called:

green marketing

Emotional appeals are based on each of the following ideas EXCEPT:

humor and sex appeals are being overused and therefore not as effective as in the past

The best and most effective search engine optimization method is:

identification through the natural, or organic, emergence of a site on a search engine.

Successful database marketing emphasizes two things:

identifying customers and building relationships.

In handling objections during the sales call, Nevaeh (the salesperson) tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is which method?

indirect

Content marketing, or branded content, has each of the following characteristics except:

integrate the information with the brand's offline advertising campaign.

In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of:

interactivity

If negative publicity is combated in a chat room on the internet, the approach being used is an:

internet intervention

Buzz marketing can be compared to a virus. The infection stage:

involves widespread use of the product

Advertising in newspapers has each of the following disadvantages EXCEPT:

low credibility

For many smaller local companies, the least viable advertising option is

magazines

The media which features the best quality of color in ads is

magazines

Complementary branding is:

marketing two brands together to encourage co-consumption

Conducting research that matches the product to the media and the target market is the primary task of the:

media planned

For a market segment to be viable, it should pass each of the following tests EXCEPT the:

members of the market segment should be ambiguous

A company has reached the end of a contractual agreement with a vendor and wants to open it up for bid again before signing the contract. This type of purchase situation is a:

modified rebuy

The problem-solution sales approach

requires employees from the selling organization to analyze the buyer's business.

While consumers favor green marketing and environmentally safe products, most consumers are not willing to:

sacrifice price, quality, convenience, availability, or performance

Giving out samples at a site such as a state fair, parade, or sporting event is which type of sampling?

selective

Which is an example of visual Esperanto?

showing a shared family moment

Paying for entry fees into a league and uniforms for a Little League soccer team is an example of:

sponsorship marketing

Each of the following is a reason to offer a bonus pack except:

stimulate trial purchase

The inept set is the set of brands:

that are part of a person's memory, but not considered because they elicit negative feelings

In terms of market segmentation, the usage segmentation approach offers each of the following advantages EXCEPT

the ability to compare a firm's customers with customers from competing firms

The number one reason consumers remain in permission marketing programs is:

the content is interesting

The primary disadvantage of sampling is:

the cost of producing and distributing the sample.

A straight re-buy purchase decision occurs when:

the firm has previously chosen a vendor and intends to place a reorder

Gross impressions are:

the percentage of the audience that must be exposed to an ad to achieve an objective

The primary difference between trade incentives and trade allowances is that for the trade incentive:

the retailer must perform some type of function in order to receive the trade incentive.

Starbucks would be an example of a company involved in dual-channel marketing, because the company sells coffee:

to both consumers and businesses

Online interactive tactics used by brands includes each of the following except:

trade promotions

T/F: Sponsoring bloggers has become a new form of product sponsorship for companies.

true

T/F: While the overall message to each stakeholder group should be the same, each message should be tailored to meet the different expectations of various audiences.

true

A price-off program:

usually boosts sales, but it can hurt profits.

The first major decision company leaders must make concerning public relations is:

who will handle the various activities, an internal department, or an external agency

Which statement below about poor experiences and dissatisfaction with an e-commerce site is FALSE

Research by Torbit found that as load time increased, the bounce rate declined

It is typical for dual-channel to marketing to begin with:

Sales to businesses and later to consumers

When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?

Sampling

T/F An effective buzz marketing strategy may involve brand ambassadors hosting house parties for their families and friends.

True

T/F From a manufacturer's perspective, co-op advertising is beneficial because the payments are almost always tied to sales.

True

T/F if an advertisement highlights the benefits of a local bank using a rational argument, then it is using a cognitive message strategy

True

T/F the number of cumulative exposures achieved in a given time period is called opportunities to see

True

T/F: A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.

True

T/F: A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

True

T/F: A public relations hit can be a positive or negative news story.

True

T/F: A strong company image that takes years to build may be destroyed in just a few weeks or months if something bad happens.

True

T/F: Assessment of a firm's reputation begins with company leaders taking the time to conduct surveys and interviews of what people think of the company.

True

T/F: Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.

True

T/F: Benefit segmentation is more valuable when it can be combined with demographic and psychographic information

True

T/F: Brand insertions are the most effective when they seem to logically fit the show or story.

True

T/F: Brands such as Kenmore and Whirlpool that sell kitchen appliances would tend to use a continuous communications schedule to allocate monies.

True

T/F: Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

True

T/F: For some products, such as automobiles, increasing the amount of a rebate no longer seems to spur additional sales activity, but discontinuing or reducing the rebate level tends to have an immediate negative impact on sales.

True

T/F: Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

True

T/F: Green marketing is the development and promotion of products that are environmentally safe.

True

T/F: Guerilla marketing strives to have consumers react or interact in some way with the campaign.

True

T/F: Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

True

T/F: Identification codes allow a visitor to a website to register with the site through an ID name or number and a password.

True

T/F: If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest.

True

T/F: If a company is using its own data list generated by its database for a direct mail campaign, it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.

True

T/F: If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in B2B advertisements

True

T/F: In B2B advertising, the majority of advertising dollars goes to print media and especially to magazines, both to trade and business-related magazines

True

T/F: In a customer relationship management (CRM) program, the share of a customer refers to a customer's potential value.

True

T/F: In a new task purchase situation, potential vendors are often involved in helping the buyer clear specifications of what is needed.

True

T/F: In a recent Adweek Media and Harris Interactive survey, the majority of consumers, 55% said advertisements were somewhat or very interesting

True

T/F: In general, customer relationship management programs should be designed to enhance customer loyalty.

True

T/F: In-store sampling is a program in which samples are given directly to consumers in a retail store.

True

T/F: Interactive blogs allow visitors to make comments or posts on the blog.

True

T/F: Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers

True

T/F: Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention

True

T/F: It can take months or years to get to the top of an organic search through SEO efforts.

True

T/F: MECCAS stands for Means-End Conceptualization of Components of Advertising Strategy

True

T/F: Mailing direct offers to individuals who have purchased in the past, but not recently, will usually yield better results than a cold-call mailing list from a broker.

True

T/F: Maintaining customer profile information is important because the information helps the marketing team create personalized communications.

True

T/F: Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting

True

T/F: Mobil marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others

True

T/F: One objective of a sponsorship can be to increase a firm's visibility.

True

T/F: Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

True

T/F: Personalized communications with customers through database information builds relationships and leads to both repeat purchases and customer loyalty.

True

T/F: Proactive prevention strategies include entitlings and enhancements.

True

T/F: Sebastian is the marketing manager of a local restaurant. He has decided to set up a booth at an outdoor concert being held at the city park to pass out free samples of food and to give attendees coupons that can be used at the restaurant. This is an example of lifestyle marketing.

True

T/F: Selling to various ethnic groups is a form of demographic market segmentation

True

T/F: Slotting fees are funds charged by retailers to stock new products.

True

T/F: Target-market research identifies whoo the recipient will be in a communications campaign.

True

T/F: The data warehouse holds all customer data.

True

T/F: The human resource department of a company plays a vital role in preparing effective internal public relations messages.

True

T/F: The largest category of online advertising expenditures is for search engines.

True

T/F: Trade contests encourage sales by making rewards and prizes available to brokers, salespeople in retail stores, wholesalers, and agents.

True

T/F: Two reasons brand communities form are for social identity and bonding among the owners of the brand.

True

T/F: When conducting communications research, researchers examine the context of a product's use

True

T/F: While database marketing can be used for selling products, the primary benefit is the enhancement of customer loyalty.

True

T/F: in general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach that a campaign with the same number of total ads. but using only one medium

True

T/F: it is an unrealistic assumption to believe that a direct relationship exists between expenditures on advertising communications and subsequent sales revenues

True

T/F: roles within the buying center are socially constructed, which means people define how they will act in the B2B purchase process and how they will interact with others

True

t/f: 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

True

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group most willing to buy green marketing products and is politically active is:

True Blue Greens

Which social media network limits messages to 140 characters?

Twitter

Which type of incentive is designed to change purchasing habits over the long term?

Value-added

If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on:

a high level of frequency

Decorative models are people who:

adorn a product as a sexual stimulus.

When using the hierarchy of effects model to develop a liking for a particular product or brand, the best creative message strategy to use would be: A. affective. B. cognitive. C. conative. D. corporate.

affective

4 out of 4 points A database-driven marketing program starts with assigning IDs and passwords to individual internet customers that:

allow them to access components of the company's website that are not available to those who are simply browsing the website.

Successful cataloging requires

an enhanced database for better targeting to specific customers.

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

an individuals blog that has no affiliation with any brand

An advertisement on TV will have the biggest impact:

at the beginning or end of a set of ads

If Dominos advertises, "our pizza beat Pizza Hut in a recent taste test," the positioning approach would be: A) product attributes B) based on competitors C) use or application D) price-quality relationship

based on competitors

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

A consumer thinks about brands he/she is willing to consider

Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays:

A customer-centric design

Carrie buys a Honda Accord without considering other brands because she really likes the Accord and feels it is the best automobile on the market. Carrie's evaluation of alternatives is best explained by which model? A) cognitive mapping B) evoked set C) multiattribute approach D) affect referral

Affect Referral

The members of the buying center who is most likely to negotiate the price is the:

Buyer

Word-of-mouth marketing is also known as

Buzz marketing

In choosing a cause-related program, a company should focus on causes that:

relate to the company's business

What is meant by the concept of customer-centric design?

Customers can easily locate merchandise on a website

In terms of media, local retailers tend to spend the most on:

Newspaper ads

The cumulative exposures achieved a given time period is called

Opportunities to see (OTS)

American Airlines and BMW are examples of:

Overt names

Using value or prestige is which form of positioning?

Price-Quality relationship

Discovering the major selling idea for a good or service is part of which component of communications research?

Product-specific research

Labels on packages serve the following purposes EXCEPT:

Provide consumers with pricing per unit information

In allocating its marketing communications budget, a company such as Hershey's advertises all year, but adds additional advertising during holidays such as Easter. Therefore Hershey's would tend to use what schedule?

Pulsating schedule

Which method of developing a marketing communications budget uses computer simulations to model the relationships between advertising and marketing communications and sales, profits, and other factors?

Quantitative models

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

Which of the following situations would be considered a conflict of interest in the selection of an advertising agency:

The advertising agency already represents a similar product or company

if the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:

The visual presentation of the product and/or logo

When the price of a product is reduced through a trade allowance, it is referred to as being:

on-deal

Two or more consumer promotional activities combined into a single campaign is a(n):

overlay

Reach measures the number of:

people, households, or businesses who are exposed to a media vehicle or message schedule at least once during a given time period

When promotional materials are only sent to customers who have given their approval, the program is called:

permission marketing

Key implications of customer-generated reviews include each of the following except:

positive reviews will have a positive impact on sales

When developing a customer relationship management (CRM) program, the "share" of customer term refers to the:

potential value that could be added to a given customer's lifetime value.

To optimize permission marketing, firms must grant customers empowerment, which means customers have:

power throughout the entire relationship, not just at the beginning

the component of a slice-of-life execution that follows the encounter is the

problem

A financial incentive to encourage someone to make a purchase online can include each of the following except:

product personalization

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is:

product placement

The primary role of a trade promotions program is to

push products through the channel

In terms of generating leads for personal selling, the best method is:

referrals

Companies can enhance the SEO results with paid search insertions by

registering with various search engines in order to have the site indexed

In making decisions abt the image to be projected, it will be the easiest for marketers to:

rejuvenate an image that is consistent with consumer's current view of the brand