Marc 200 First Exam
Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy's drinks. "Revitalization of body and mind" is the message the ad is intended to deliver. However, those who view the ad interpret it as being boorish and lacking context. One of the possible explanations for such a highly differential perception of the ads is due to the absence of:
a common ground
Mars Inc., a manufacturer of cat food in Texas, places an ad in a publication aimed at veterinarians. The ad explains why they should recommend Mars's cat food to the owners of the cats they treat. This scenario is an illustration of?
a promotional push strategy
What is true about superagencies?
advertisers who become disenchanted with the superagencies, moved to smaller agencies that were flexible and more responsive
Which elements of the promotional mix is defined as a paid form of non personal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?
advertising
A(n) _________ is an outside firm that specializes in the creation, production and/or placement of the communications message and that may provide other marketing and promotions related services?
advertising agency
Consumers in an "active" shopping mode:
are more likely to purposefully seek information and/or assistance
For which of the following products would an advertiser be more likely to use the low involvement hierarchy to explain the consumer decision-making process? -bar of soap -digital cameras -refrigerator -yard landscaping -wedding dress
bar of soap
Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.
behavioral
A company that divides its target markets based on their perceived level of loyalty is using?
behavioristic segmentation
WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of _____ segmentation.
benefit
According to the basic model of communication, which of the following is an example of a channel?
billboard bedside an interstate highway
what term refers to the amount of client money that agencies spend on media purchases and other equivalent activities?
billings
What is true about effective commmunication?
for effective communication, marketers must understand the meanings that consumers attach to words and symbols.
Mars Inc., a San Diego based advertising agency, offers various services, such as sales promotion, marketing research, package design, direct marketing, publicity as well as planning, creation, and advertising production. In this scenario, Mars is an example of a(n)?
full-service agency
Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised in the colder regions of Asia and Europe. This is an example of?
geographic segmentation
What is the primary goal of an integrated marketing communications program?
have a company's entire marketing and promotional activities project a consistent, unified image to its customers
Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called:
heuristics
The _____ model is the basis for the classic purchase funnel metaphor that is often used to depict the decision process consumers go through.
hierarchy of effects
What is the first step in the target marketing process?
identify markets with unfulfilled needs
The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as?
the promotional mix
What is the 80-20 rule?
80% of sales come from 20% of the market
What differentiates a centralized organization from a decentralized organization?
In a centralized organizational structure, the advertising manager is responsible for all promotions activities including sales, whereas in a decentralized organization, the advertising manager is responsible for all promotions activities except sales.
Which of the following response hierarchy models depicts consumers going through the successive stages of awareness, interest, evaluation, trial, and adoption? -AIDA model -hierarchy of effects model -innovation adoption model -information processing model -adoption differentiation model
Innovation adoption model
What best defines perception?
It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world
_____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior.
Psychoanalytic
Milky Way Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of?
Primary-demand advertising
DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of?
Professional advertising
what is the definition of marketing?
Successful companies recognize that creating and delivering value to their customers is extremely important.
Which touch point relates to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization?
Unexpected touch point
What is the difference between publicity and advertising?
Unlike advertising, publicity is not paid for by the sponsoring organization
Ultra-Long deodorant's tagline says "Timely strength for the match of life." Ads for the product feature a baseball star saying, "You need extra muscle when your day goes into extra time," appear regularly on television and in print media. At the same time, Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to primarily create _____ for its new product.
brand identity
_____ is a preference for a particular brand that results in its repeated purchase.
brand loyalty
___________ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.
business -to-business
Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In the given scenario, Momentum Automobiles would be classified as a(n)?
client
Jessica was asked to view a television ad for a movie that was due to be released at a later date. After viewing the ad, she was required to fill a questionnaire which included questions, such as "Did it make her want to see the movie?" "Did the movie title seem appropriate?" and "Did she understand the theme of the movie?" In this scenario, Jessica's _____ responses are being noted.
cognitive
After purchasing a fancy cut diamond ring for his wife, Jason feels dissatisfied with his purchase as he feels that the ring was overpriced and poorly cut. Moreover, feels that he should have selected the round brilliant cut diamond rather than the fancy cut diamond. In this scenario, Jason is experiencing:
cognitive dissonance
CL Ads, an ad agency, provides media services for its clients. It prepares and places ads in local and national magazines at a specified cost. However, the agency bills its clients a flat 15 percent of the ad cost as revenue. In this scenario, the agency is using a(n) _____ system.
commission
There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine hopes the fact that it dissolves and enters the system quicker than other brands will create a:
competitive advantage
_________ is used when the firm selects one segment and attempts to capture a large share of the market.
concentrated marketing
Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of?
consumer-oriented sales promotion
The social consumer decision journey framework recognizes that:
consumers connect with large numbers of brands through digital channels that are often beyond marketer's control
The presence of a prize in every box of Joy Stick Snacks is an example of:
continuous reinforcement
_____ are the individuals in the creative services department of an ad agency who conceive the ideas for the ads and compose the advertising message.
copywriters
An ad for Hush designer handbags shows the company's new line of affordable handbags made from genuine alligator leather. After seeing the ad, Erika stated, "You can't get a genuine alligator handbag for $50! Please!" Erika's response to the ad is an example of a:
counterargument
Pluto Inc. is a small agency that employs writers, artists, other innovative personnel. Mars is a specialized agency and does not deal with research, account planning, or television and radio space buying. In this scenario, Mars is an illustration of a(n) _____.
creative boutique
The _____ is a document that the agency's creative department uses to guide the development of advertising ideas and concepts.
creative brief
The development of the advertising message that the marketer wants to convey to its target audience is called the?
creative strategy
Enliven, a sports drink manufacturer, has identified its preferred target market as men between the ages of 18 to 22 who are currently in high school or college and active in sports. Which of the following types of segmentation is Enliven using in this scenario?
demographic and socioeconomic
Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?
direct marketing
A spokesperson who delivers an advertising message and endorses a product or service is known as a(n):
direct source
Bradley is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a commercial for a soda drink because all his friends are discussing the events of the show. In this scenario, Bradley is encountering:
disturbances known as noise
The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumer's:
evoked set
Before purchasing a car, John sought advice from his friends and researched for auto reviews on the Internet. He also visited car dealers and requested for a test-drive. In which of the following stages of the consumer decision-making process is John engaged?
external information search
An ad for The Tributary Hotel in Chicago has a number that people can call on if they are interested in reserving rooms at the hotel or for further information about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to the ad. This response count is an example of:
feedback
A(n) _____ is a type of compensation arrangement where an agency charges a client a basic monthly amount for all of its services and credits to the client any media commissions earned.
fixed fee method
With respect to motivation research, what is a technique in which a small number of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?
focus groups
Diva Boutique, located in Manhattan, relies on external advertising agencies for its advertising needs, but due to its growing global presence, it is now worried that using external agencies may lead to inconsistency in delivery of its brand image. It also wants to maintain tighter control over its advertising and promotional activities. Which of the following advertising agencies should it adopt?
in-house agency
What is true of decoding?
is it heavily influenced by the receiver's frame of reference
An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination was published in the Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message:
is the Minnesota State Tourism Department
What best defines branding?
it features building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer that promises an experience.
A company often uses a decentralized organizational system when:
it has multiple divisions and many different products
Which of the following is true of repositioning? -it occurs only in companies that enjoy a monopolistic market structure. -it usually occurs due to a boom in the company's sales. -it must be practiced only during an economic downturn situation. -it involves avoiding any alterations with the brand's existing position. -it is aimed to stem a decline in sales or counter stagnant sales.
it is aimed to stem a decline in sales or counter stagnant sales
What best defines brand equity?
it is an intangible asset of added value or goodwill that results from the favorable image and/or the strength of consumer attachment to a company name.
What is true of the role of an accountant executive?
it is the focal point of agency-client relationships
According to the standard learning model, through which of the following response sequences does a consumer pass? -Learn - feel - do -learn - do - feel -feel - learn - do -do - feel - learn -do - learn - feel
learn - feel - do
What is the most relevant internal psychological process associated with the post purchase evaluation stage of the consumer decision-making process?
learning
What is most suitable for reaching a large consumer market segment with a broad class of buyers? -email marketing -personal selling -magazine advertising -targeted direct mail advertising -buzz marketing
magazine advertising
During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food products were in high demand in American society. In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally. In this scenario, the company is taking advantage of a _____.
market opportunity
Under a centralized organizational system, the responsibility for planning and controlling the advertising and promotional functions lies with whom?
marketing communications manager
__________ has ben the cornerstone of brand building efforts for many companies.
mass-media advertising
_____ involves determining which communication channels will be used to deliver the advertising message to the target audience.
media strategy
What is the final stage in the integrated marketing communications (IMC) planning process?
monitoring, evaluating, and controlling the promotional program
A company that uses in-house agency might turn its advertising and promotion tasks over to an outside agency in order to:
obtain greater objectivity
The promotional mix element that allows for the most immediate and precise feedback from the customer is?
personal selling
The best way to reach a narrowly defined group of customers or a market niche is through:
personal selling and targeted direct mail
The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process.
persuasion matrix
Product, price, promotion and ________ are the 4 P's of the marketing mix.
place
_______ relates to the image of a product and or brand relative to competing products or brands.
positioning
The use of comparative advertising has become increasingly more common. Which positioning strategy does this reflect?
positioning by competitor
The Quarter Burger is a hamburger sold by the international fast food chain Sammy's Burgers. It was given the name as it contains a USDA prime (not choice mind you!) patty that weighs a quarter of a pound. The burger is sold for $1 on weekdays. With reference to the various positioning strategies, Sammy's quarter pound burger is positioned by:
price/ quality
Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?
problem recognition
Jim, an employee of CL Inc., is responsible for planning, marketing, budgeting, sales, and profit performance of a specific brand. He has two assistants who help in planning, implementing, and controlling the marketing program. In this scenario, Jim is an example of a(n) _____.
product manager
When Bauer Smith opened a men's shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who often order a dozen pairs in a single visit. With respect to the positioning strategies, the shoe store uses positioning by:
product user
In the context of motivation research, _____ are efforts designed to gain insights into consumers' values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.
projective techniques
Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets people who live life on the fast lane and are generally considered to have flashy personalities. In this scenario, Pluto is using _____ segmentation.
psychographic
When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is engaging in a function known as?
public relations
A review of a movie in a local magazine or on a popular daily television show is an example of?
publicity
Jack, a student, has applied for a job in one of the top private banks in the US. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his ___________ needs.
safety
the majority of an advertising agency's expenses are in the area of?
salaries and benefits for employees
What can serve as a personal channel of communication?
sales team (because it has to do with communication of PEOPLE)
While watching TV, James notices a series of truck ads as he wished to buy a new truck. However, he failed to notice several other ads including those promoting cosmetics, snack foods, and sodas. In this scenario, James is exhibiting _____.
selective comprehension
Robert, the CEO of a software company in Houston, has fulfilled his career goals. Therefore, he decides to retire and help eliminate societal problems. In order to achieve this, he starts a charitable organization that helps in educating underprivileged children. With respect to Maslow's hierarchy of needs theory, Robert is looking to fulfill his _____ need.
self-actualization
What statements describe a situation in which a marketer-induced problem recognition was used?
shopaholic, a clothing and accessories brand, sends newsletter to all its customers at the end of each summer, stating that their existing wardrobe might be out of style.
______ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.
situation analysis
_____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.
social class
Katy sees a television commercial for a shampoo, which is being endorsed by Adriana Tatum, a young movie actress. Katy thinks to herself, "She's such a drama queen! She'll do anything for media attention. I wouldn't buy anything she promotes." This is an example of a:
source derogation
With respect to the creative services department of a full-service agency, the layout for TV commercials is known as a(n)?
story board
With respect to the various generational differences in shopping behaviors, the generation born prior to 1946 is called:
the greatest generation
An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because:
the media channel used is innapropriate
Frosty Inc., a beverage manufacturer, only had one product in its line and was targeting all types of customers. With respect to the market coverage alternatives, which of the following would best suit the company?
undifferentiated marketing
