STCO 307 Study Guide

Which of the following is a form of subliminal stimulation?

*****a. a, b, and c***** b. embedding of hidden symbols in print advertisements-correcty c. accelerated speech in auditory messages-correct d. a and b only e. presenting visual stimuli at a very rapid rate by means of a device called a tachistoscope-correct

According to the video, all of the following are true about NFC except for what?

*****a. NFC technology violates customer privacy, which is why it has never been used.********* b. The NFC technology has been around for a while. c. It works by bringing two mobile devices within 2 inches of each other. d. NFC is becoming popular because phone carriers are implementing the technology on a massive scale.

NFC technology captures what kind of data?

*****a. Purchasing habits, including when and where people shop****** b. How efficient the store is at helping customers c. Both a and b are correct d. None of these are true.

Which of the following is a source by which brand meaning can be leveraged?

***All of these are correct.*** b. people c. things d. other brands e. places

Which of the following parties can be involved in coupon misredemption?

*All of these are correct* 1. clearinghouses 2. consumers 3. store management 4. store clerks

According to the video, what is the future of retail in a brick and mortar space?

*a. It's more about customer experience.* b. Retail has to project a more authentic image to be successful. c. It's about pushing and selling. d. Customers have more product knowledge.

The idea that a brand's touchpoints should surround the target audience is known as _____.

360-degree branding

What is the general consensus among marketers about Super Bowl commercials?

All commercials are high risk, potential high reward.

The ABC Company usually sells a package of ten razor blades for $9.00. When the company offers a package of twelve razor blades for $9.00, they are offering a _____.

Bonus pack

Currently, how does Dominos see itself as a company?

Dominos sees itself as an ecommerce company that sells pizza.

A slotting allowance is a standard business practice that benefits retailers and manufacturers equally.

False

Creative ads share two required features: novelty and humor.

False

Logos with abstract designs were found to produce more favorable consumer responses than those with natural designs.

False

The Golden Rule test states that you should take actions that would be viewed as proper by an objective panel of your professional colleagues.

False

The integrated marketing communications process uses an "inside-out" approach in identifying communication vehicles.

False

Trialability is the degree to which the user of a new brand or other people can observe the possible effects of new-product usage.

False

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

Federal Trademark Dilution Act

When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this information, why do you think Josh is considered an attractive source for this type of message?

He is perceived as similar to the audience he is trying to influence.

What method of coupon distribution has the lowest redemption rate?

Magazine (on page)

A certain manufacturer describes its product as "the Cadillac of swimming pools." In this advertising message, the relationship between the car and the pool is a type of _____.

Metaphor

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Assume that the total advertising expenditures for shoe manufacturers is $828 million and Nike spends $207 million. Nike's _____ would be 25 percent.

Share of voice

Despite calling for the death of television advertisement, all of the following are true about commercials during the Super Bowl EXCEPT for what?

Super Bowl- it's the premier platform to debut campaigns and display brands. Commercials generate over $2 billion in sales profits.

Which of the following is true regarding the source attribute of credibility?

There are two important properties of endorser credibility—expertise and trustworthiness.

The decision regarding how to allocate resources between the marcom elements has been described as an "ill-structured" problem. What does this mean?

There is no way of determining the optimum mathematical allocation among marcom elements that will maximize revenue or profit.

Which statement best summarizes the way in which promotion agencies a valuable resource for brand managers?

They are able to plan promotions and carry through their implementation.

Dominos is currently working on all of the following projects except

They're working on voice technology,artificial intelligence, and autonomous vehicles. They are NOT working on a pizza tracker since they already have been using it for a great while now.

A brand's name is the central idea that encapsulates a brand's meaning and distinctiveness vis-à-vis competitive brands in the product category.

True

A symbol relation is formed when an object becomes a symbol of an arbitrarily selected referent.

True

Advertisements placed ROP (run of press) means that the ad appears in any location, on any page, at the discretion of the newspaper.

True

Because there has been a significant amount of research on brand names, new products don't succeed without following the "rules."

True

Brand positioning is an essential preliminary activity, or fundamental decision, to developing a successful marcom program.

True

Continuity promotions are referred to as loyalty programs.

True

Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).

True

Generally speaking, good logos convey essentially the same meaning to all target members.

True

Price-off promotions create problems for retailers, causing them to dislike this type of promotion.

True

The message channel is the path through which the message moves from source to receiver.

True

Unfair advertising is also deceptive advertising.

True

When applying classical conditioning in advertising, the advertised brand would be the conditioned stimulus.

True

Kenner, Inc. manufactures paper products and has decided to offer coupons in freestanding inserts. What company could distribute these coupons for this manufacturer?

Valassis

The _____ category of Generation X has the highest level of education and income.

Yup & Comers

Which of the following variables do companies use to identify potential target markets?

a. geographic considerations b. demographics c. lifestyles d. product usage patterns e. ***All of these are correct.***

Which is NOT a relative advantage of television advertising?

a. one-on-one reach *b. ability to generate excitement* c. low absolute cost d. intrusion value e. ability to demonstrate a product in use

Which of the following is NOT a primary motivations dimension of the VALS™ psychographics classification model?

a. self-expression *****b. All of these are primary motivation dimensions.***** c. achievement d. ideals e. resources

According to the video, successful Super Bowl ads can do all of the following EXCEPT:

a. Go viral on social media. *****b. Create a one-way conversation between the brand and the consumer.***** c. Build a brand. d. Connect the consumer with the brand.

How does device connectivity affect business and consumers?

a. It doesn't. Connecting devices is made to help consumers, but marketing and business models will remain unaffected by this shift. b. Businesses are all forced to become B2C business models. *****c. Businesses and marketers will all need to shift to focusing on the service and increasing the customer lifespan.***** d. Both a and b are correct.

According to the video, what is an important decision when beginning to create a Super Bowl ad?

a. Making sure that you pick the right idea and the beginning because you can't change it b. Creating a budget for the ad and then buying the air time *****c. Believing that ad can be executed properly and be successful***** d. They always have to be funny.

According to Nathan Smith, what should marketers be focused on?

a. Marketers should focus on constantly crafting messages for devices that appear multiple times throughout the day. b. The constant changes in technology when dealing with marketing on different devices *****c. Studying the consumer and paying attention to the main points so you know what's known and create products and messages accordingly.***** d. Making sure they are taking advantage of NFC when it comes to mobile device marketing

When marketing on a device, it's import to consider which of the following?

a. The device it will be shown on b. The person you're marketing to c. It' important to try everything because you don't know what will speak to your audience. *****d. All of these are important.*****

When creating content it's important to

a. diversify content on the various social platforms you're using.

All the following is true EXCEPT that

a. how physical stores will perform is changing rapidly. b. how consumers shop physical stores is different today than it was 10 years ago. c. brick and mortar stores will always be needed. *d. brick and mortar stores will probably be unnecessary in the next 20 years.*

When creating content for YouTube it's important to remember that

a. people's attention spans are really short. b. you tell a story in the first few moments because you only get about 5 seconds before they skip your ad. c. the content is relevant. *d. All of these are correct.*

All of the following are characteristics of successful retailers EXCEPT

a. they're experts in the product. *b. they're committed to the customer experience.* c. they serve as guides through the buying process. d. they provide value in their service and product.

_____ act as liaisons so that the client does not need to interact directly with several different service departments and specialists in a full-service advertising agency.

account managers

Research indicates that there is some evidence that FSIs also perform a(n) _____ function.

advertising

Whether sexual content elicits a positive or negative reaction depends on the _____.

appropriateness or relevance of the sexual content

When researching the amount advertisers should pay in a geographic area, Graham learned that the average television household now has upwards of 90 or more TV channels from which to choose. Graham believes the cost of television ads should be reduced because advertisements simply do not reach the large numbers of consumers they once did. This is an example of _____.

audience fractionalization

An example of usage expansion advertising is _____.

b. a manufacturer of baking soda promoting a new use for the product

Companies have made a number of legitimate responses to environmental problems. They have been motivated for reasons such as achieving regulatory compliance, gaining competitive advantage, and _____.

being socially responsible

A package coupon has _____ because an initial purchase may stimulate another purchase.

bounce-back value

One option for an organization wishing to advertise is to recruit the services of a variety of firms with particular specialties in distinct aspects of advertising. These firms are called _____.

boutiques

An advertiser who seeks a celebrity that fits with the brand's "bad boy" image is focusing on which practical issue in choosing celebrity endorsers?

celebrity and brand matchup

Which budgeting method sets the budget by examining what competitors are doing?

competitive parity method

Harriett purchased a very expensive watch. The _____ of wearing the watch is the status that Harriett is seeking.

consequences

Marble Slam Creamery is an ice cream shop that stamps a customer's card for each purchase. After five purchases, customers are given a free ice cream. What type of promotion is this?

continuity program

What's a benefit of social media marketing?

d. You get real-time performance updates about what's working and what's not working.

A marketer positioning a product to appeal to members of the "Experiencers" category should emphasize all EXCEPT which of the following benefits?

econmic

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions. What are the expected outcomes of these decisions?

enhancing brand equity and affecting behavior

Two distinct forms of corporate advertising are _____.

image and issue advertising

Carl grabbed a bag of chips and salsa at a convenience store and noticed a coupon attached to the bag of chips allowing him to get 50 cents off the purchase price. Which type of reward did Carl get?

immediate

Technological advances in marketing bring with them increased ability to serve consumers but also at the risk of _____.

invading privacy

The value of customer retention has been compared to a(n) _____.

leaky bucket

Suppose a stereo salesperson was hired by the store owner because he is about the same age as most shoppers in the store and is considered handsome. What influence tool did the owner have in mind when hiring this salesperson?

liking

Lucille's position at an advertising agency has her involved in getting new business for the agency and working with clients at a strategic level. Lucille is a(n) _____.

management supervisor

When MC > MR there is a _____.

marginal loss

A(n) _____ represents the linkages among brand attributes, the consequences obtained from using the brand, and the personal values that the consequences reinforce.

means-end chain

Which agency compensation method is closely aligned with the advertiser's sales?

outcome-based programs

When using a fear appeal, it is important to guage the ______ , or whether it is perceived to work by the audience.

perceived response efficacy

Trialability is tied closely to the concept of _____.

perceived risk

Although the instant coupon is a minor form of couponing, it has emerged in recent years as an alternative to _____.

price-off deals

Cash discounts given to consumers who submit proofs of purchase are known as _____.

rebates

Maria is asked by a market researcher to list all the brands of toothpaste she can think of. Which type of awareness is this assessing?

recall

Which tool of influence is being used when a salesperson gives someone a gift with the hope that the person will purchase something?

reciprocation

Which of the following is one of the manufacturer's disadvantage of using price-offs?

retailers often dislike price-offs

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To promote sales and increase consumer awareness of good eating habits, a well-known cereal manufacturer included on the package an offer for a book entitled Good Eating and Lifetime Happiness. This book (a $9 value) could be obtained in exchange for only one proof-of-purchase along with $4.95 shipping and handling. What type of promotional tool is the company using?

self-liquidating

Audrey Thomas-Alexander is asked to make a contribution to United Way. She asks the amount other people are giving and ends up giving that amount. She has used the _____ tool of influence.

social proof

The Aflac duck is an example of what type of endorser?

spokescharacter

Betty Franks agrees with the message in an advertisement for a political candidate. This is an example of _____.

supportive arguments

The major reason why embedding in advertising has little effect is because _____.

the images have to be concealed to preclude detection by consumers

Based on the attitude formation equation, , the n term refers to _____.

the number of outcomes or attributes considered

An advertising manager chose not to hire a celebrity endorser because the advertiser felt that the celebrity was overexposed. In this case, the advertiser was focusing on ______.

the saturation factor

Joan Kaufman is a senior manager of a large conglomerate. She decides how much money is allocated to each subunit. This is an example of _____ budgeting.

top-down

The Q Score reveals the proportion of a group that is familiar with a person and regards that person as one of their favorites.

true

The vast majority of manufacturers use sampling as part of their marcom programs for purposes of generating trial or retrial and leveraging trade support.

true

Products sometimes receive the explicit or tacit support of noncelebrities, also known as ______ endorsers.

typical-person

A brand that is positioned in terms of the kind of people who use it is making use of ______.

user imagery

When a person willfully notices a stimulus, _____ has occurred.

voluntary attention