MKT310 Exam One practice exam
A firm that has a database containing consumer purchasing histories that uses the information to create market segments is using ________ segmentation.
usage
A low-price, low-involvement purchase is likely to begin with which component of an attitude?
Conative
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.
All of the following are examples of typical communication objectives except:
identify competitors
A restaurant that advertises "the best food and best service in town" uses which form of positioning?
product attributes
contact points.
A brand's website, store display, and advertisements are examples of:
transmission device.
A consumer sees a billboard while driving. The billboard is a(n):
a place where consumers interact with a company.
A contact point is:
Decoding
A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?
A person's educational level combined with specific knowledge about a product category determines the:
Ability to search
A customer's belief in the efficacy and reliability of a brand that has been established over time through personal experience is:
trust
All of the following are examples of customer contact points except:
a friend who recommends a brand.
A brand that is both top-of-mind and top-choice reflects:
a high level of brand equity.
A conflict of interest would be present if the:
ad agency already represents a similar product.
A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is called ________ segmentation.
benefit
A communications budget is based on:
both marketing and communication objectives
Alliance or co-branding works best when
builds the brand equity of both brands
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 new task purchasing decision involves:
buying an expensive good or service for the first time.
A simulation of the knowledge structures embedded in an individual's brain is called a(n):
cognitive map
A local video rental store looking to increase customer traffic in the summer would be an example of a:
communication objective
All of the following items are tangible components of a brand image except:
competing businesses
A creative brief may include all of the following except:
describing the public relations program.
All of the following are examples of communication noise except:
examining an advertisement in a magazine.
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?
flanker brand
All of the following are trends impacting the use of integrated advertising and marketing communications except
increase in channel power by manufacturers.
All of the following are examples of typical marketing communications objectives except:
increase the number of products offered.
All of the following are trends impacting the use of integrated advertising and marketing communications except:
increases in perceptions of brand power.
A Pillsbury cookie mix featuring Hershey's Chocolate is a form of:
ingredient branding.
A person's level of power in the buying process depends on each of the following except:
level of cognitive involvement
A set of businesses or groups of individual consumers with distinct characteristics is a(n):
market segment
A company has reached the end of a contractual agreement with a vendor and wants to open it up for bid again before signing a new contract. This type of purchase situation is a:
modified rebuy
A company that buys a product but only has limited or infrequent experience with that product will be involved in a:
modified rebuy
An example of adaptation in global marketing communications is:
not selling the McRib sandwich in Israel because it violates religious practices
A boutique-type advertising agency:
offers one or a few specialized service or works with one type of client.
A family brand is:
one in which a company offers a series or group of products under one brand name.
A "right-brain" advertisement is:
oriented towards the emotional or feeling side of the brain.
A "left-brain" advertisement is:
oriented towards the logical, rational side of the brain
A proprietary brand marketed by an organization and distributed within the organization's outlets is a(n):
private label
Advertising researchers want to understand reasons individuals select specific fashion trends. The best consumer-oriented research method to use would be a(n) ________ approach.
psychological
A creative pitch by an advertising agency seeking a new client should:
reveal how the agency would deal with specific issues in preparing a campaign.
A primary feature that keeps a brand strong occurs when the brand contains something that is important to consumers is
salience.
A sales rep who likes his company car so well that he buys the same brand for personal use is creating:
spin-off sale
A logo with a consensually held meaning, such as the Prudential Rock, displays:
stimulus codability.
A Campbell's Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is to:
support other marketing efforts.
A modified rebuy is most likely to occur when:
the company becomes dissatisfied with a vendor and wants to examine new options
A customer who always buys Coke and Dr. Pepper, and no other brands, holds these two products as:
top choice brands
A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a ________ brand.
top of mind
A brand extension is:
using an established brand name on goods or services not related to the core brand.
A modified rebuy purchase decision occurs in each of the following situations except:
when the firm has previously chosen a vendor and intends to place a reorder.
