CMU MKT 310 exam #1

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

Conative

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 consumer sees a billboard while driving. The billboard is a(n)

transmission device

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

A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

Decoding

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

A company that buys a product but only has limited or infrequent experience with that product will be involved in a?

Modified rebuy

A restaurant that advertises "the best food and best service in town" uses which form of positioning?

Product attributes

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 firm that has a database containing consumer purchasing histories that uses the information to create market segments is using ________ segmentation.

Usage

A brand extension is?

Using an established brand name on goods or services not related to the core brand

customer contact points

Whenever customers interact with company employees, both intentionally and unintentionally.

A brand that is both top-of-mind and top-choice reflects?

a high level of brand equity.

A contact point is?

a place where consumers interact with a company.

A person's educational level combined with specific knowledge about a product category determines the?

ability to search

Communication Noise

any internal or external interference in the communication process

A communications budget is based on?

both communication and marketing objectives

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 local video rental store looking to increase customer traffic in the summer would be an example of a?

communications objective

A brand's website, store display, and advertisements are examples of?

contact points

A conflict of interest would be present if the?

describing the public relations program

A Pillsbury cookie mix featuring Hershey's Chocolate is a form of?

ingredient branding

Alliance or co-branding works best when?

it builds the brand equity of both brands.

A set of businesses or groups of individual consumers with distinct characteristics is a?

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 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?

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 logo with a consensually held meaning, such as the Prudential Rock, displays?

stimulus cod-ability

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.