MK410
In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true?
A new partnership among account executives, brand managers, account planners, and creatives has emerged.
Which is the most recent new trend in packaging and labeling?
Adding QR codes
A market segmentation approach that focuses on the benefits of a product rather than on the type of customers of a product is which form of segmentation?
Benefit
The linkage between the demand for automobile tires and sales of automobiles is an example of which type of demand?
Derived
A brand manager is the individual who oversees a line of products on behalf of an advertising agency.
False
A media buyer formulates a media program stating where and when to place advertisements
False
A modified rebuy is a reorder from the same vendor.
False
Demonstration ads are well suited to print ads because the actual product features can be clearly shown.
False
In terms of reach and frequency, the time period usually used for measurement purposes is one week.
False
Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment. You Answered
False
Psychographics are patterns that reflect attitudes, interests, and opinions of consumers, and can be used for demographic market segmentation.
False
Rating points are a measure of the impact or intensity of a media plan.
False
Sex appeals and nudity tend to increase attention to advertisements, but only for males.
False
Target markets exist in two areas: current customers and potential customers.
False
Television is becoming a more effective mass media outlet for advertising because so many more people own TV sets and have access to cable as well as satellite.
False
Televisions carrying advertisements and billboards that are available for new ads are examples of senders in the communication process.
False
The "Soup is Good Food" tagline used by Campbell's Soup is an example of hyperbole in advertising.
False
The NAICS code helps in geodemographic segmentation programs.
False
The affect referral model of evaluating alternatives best fits with high involvement purchase situations.
False
The amount of time a consumer spends on an external search depends on four factors: ability, motivation, costs versus benefits, and current economic conditions.
False
Truly subliminal sexual messages are highly effective advertising techniques.
False
When an advertising creative takes an idea and transforms it into an ad, the process is known as decoding in a communications model.
False
When expanding internationally, an adaptation strategy means using the same brand name and products across all countries.
False
When marketing to children, a company is using generation segmentation.
False
While a musical appeal can be effective in gaining a viewer's attention, it often decreases the retention of information in the ad.
False
While rejuvenating a brand's image can be difficult, it usually does not take a long time to accomplish.
False
The members of the buying center who control the flow of information and keep vendors in or out of the process are called:
Gatekeepers
GIMC stands for:
Globally Integrated Marketing Communications
FedEx and International Business Machines (IBM) are examples of:
Implied names
Mackenzie is spending weeks in deciding which pair of jeans to buy because she is considering all the factors involved, such as price, color, and style. Which method is being used to evaluate the various brands?
Multiattribute approach
Which takes the most time to complete and typically involves the highest number of people in the buying process?
New Task Purchase
Television advertising rates are primarily determined by:
Nielsen ratings.
Which method of developing a marketing communications budget establishes a ratio of advertising dollars to sales or market share then reduces the percentage as sales build and the product obtains market share?
Payout Planning
Which method of developing a marketing communications budget is used when the marketing budget is reduced as the brand reaches the point that additional dollars invested in communications yields diminishing returns?
Payout planning
Morning Star developed an entire line of non-meat breakfast foods and markets them as a substitute for breakfast meats, which is an example of product positioning by:
Product Class
Predicting consumer behavior by concentrating on the motives of purchase decisions involves using which approach?
Psychological
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 the ________ schedule.
Pulsating
A modified rebuy may occur when someone in the buying center believes the current vendor should be reevaluated. Correct Answer
True
Affective message strategies utilize the attitude formation sequence of affective → conative → cognitive.
True
An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal. Correct!
True
An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function. Correct!
True
Brand image is especially valuable to a company that is expanding internationally because it reduces risk and uncertainty on the part of the buyer.
True
Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality.
True
Co-branding or alliance branding succeeds when it builds the brand equity of both brands involved
True
Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.
True
Consumers recommend brands to their families and friends because of one or more salient attributes
True
If a product's benefits can be presented within an emotional framework, the advertisement is normally more effective, even in business-to-business advertisements.
True
In a fear appeal, vulnerability is based on the likelihood or probability that a negative event will occur.
True
In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue brands are pretty much the same. This is an example of brand parity.
True
Many authoritative executions include some type of scientific or survey support.
True
Many marketers believe that the objective-and-task method of developing a marketing communications budget is the best method of budgeting.
True
One approach in ratings that has been growing in use is to provide a rating for the actual commercial time slot rather than the television program.
True
Retailers often maintain channel power by controlling shelf space and purchase data.
True
The process of creating television commercials, print ads, and retail coupons are examples of encoding.
True
When determining the level of sex appeal to use in an advertisement, it is important to consider society's view and level of acceptance at the time the ad is to run. Correct!
True
Rachel is an actress who plays the part of a housewife in a commercial for a new brand of furniture polish. For this type of ad, Rachel would be considered which type of endorser?
Typical person
Julian, the owner of a small company asks his secretary to call some of the local office supply stores and locate two that would offer a good deal on a new copy machine. In performing this task, the secretary is assuming which initial roles within the buying center? Correct Answer
User and gatekeeper
Hewlett-Packard's management team decided to alter the impression that the brand was a staid company run by engineers into an ultimate lifestyle technology company in tune with pop culture. This is an example of:
changing an image.
While browsing the Internet, a consumer encounters a new pop-up ad every time a new page is opened. This is an example of: Correct!
clutter
The positioning strategy of using another brand to establish product position is the ________ positioning approach.
competitors
The marketing of two or more brands together to encourage co-consumption or co-purchases is:
complementary branding
When brand equity is measured using the value of a brand based on input from consumers, such as familiarity, purchase considerations, customer satisfaction, and willingness to seek out the brand, the method is:
consumer value.
Cost per rating point is calculated as:
cost of media buy divided by the vehicle's rating.
When a firm's buying center agrees that defect rates for a purchased component part should be less than .01% of items received, the team is:
establishing specifications.
The following are examples of customer contact points, except:
friend who recommends a brand
Advertisements for food products and cleaning supplies once directed exclusively to women now must also be geared towards men. This is an example of the consumer behavior trend of:
gender complexity.
Multiplying a vehicle's rating times opportunities to see for an advertisement calculates the: You Answered
gross rating points.
Brand logos:
help with recall of advertisements and brands.
Ads using an informative executional framework are best suited for:
high involvement purchase decisions.
Global brands perform best with:
high-profile, high-involvement products.
When using the payout planning method of developing a marketing communications budget, the larger amounts of dollars would be spent on marketing communications:
in the early years to build brand awareness and brand equity.
The members of the buying center who shape purchasing decisions by providing information and criteria are called:
influencers.
A Pillsbury cookie mix featuring Hershey's Chocolate is a form of: You Answered
ingredient branding.
Mass-media television advertising:
is declining in effectiveness
In an external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the:
level of involvement.
The primary disadvantage of the meet-the-competition method of marketing communication budgeting is: Correct Answer
marketing dollars may not be spent efficiently.
Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:
maximize reach through using multiple media and multiple outlets.
The part of the media plan that notes when and where ads will appear is the:
media schedule.
Using a standardized global brand offers all of the following advantages, except:
meets the need of individual cultures within different countries.
A pulsating communications schedule involves continuous advertising and communications during the year with bursts of higher intensity at specific times.
true
Brands are names generally assigned to individual goods or services or to sets of products in a line.
true
If three advertisements are placed on a weekly television show for six weeks, the number of OTS is 18.
true
Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.
true
The cognitive impression made on viewers of a sexually-oriented ad depends on:
whether the viewer feels the advertisement is pleasant or offensive.
A television commercial's rating plus any viewing three days after the original first aired is called a:
C3 rating.
Which message strategy has the goal of creating an impact on a person's beliefs or knowledge structure?
Cognitive
Gina uses Facebook and Instagram to post her thoughts and photos about brands she loves, which is an example of which consumer buyer behavior trend?
Communication revolution
Using another brand to establish product position is which form of positioning?
Competitors
Which type of brand name captures the essence of the idea behind the brand?
Conceptual
Identifying who will be the recipient of a planned communications campaign is which type of research?
Target-market
Which is an example of feedback in a marketing channel?
a customer complaint
A spot ad is:
a one-time placement of an ad on a local television station.
In the business-to-business arena, the post-purchase phase is critical because:
a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation.
Successful global integrated marketing communication campaigns include each of the following tactics except: Correct!
a standardization approach.
Pillsbury's cartoon character, the dough boy, is an example of which type of executional framework? Correct!
animation
Noise is:
anything that distorts or disrupts a message
The marketing group for Bank of America has recently started analyzing the features customers use with ATM cards. This is an example of: Correct!
applying information technology
When a customer believes Craftsman makes the best and most reliable tools, it is an example of:
brand equity.
If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:
one thousand readers.
Effective reach refers to the:
percentage of the audience that must be exposed to an ad to achieve an objective.
Buying online from Amazon.com rather than a record or book store is an example of
power shift to the consumer
Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?
reach
The two types of affective message strategies are:
resonance and emotional.
When an acceptable purchasing alternative has been identified and is taken without an effort to seek an optimal solution, the process is called:
satisficing.
Recency theory suggests that a member in a buying center who is prepared to purchase a copier has:
selective attention to copier ads.
The goal of branding is to:
set a product apart from its competitors.
According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were:
somewhat or very interesting.
When a logo elicits shared meanings across consumers, it exhibits
stimulus codability.
In business-to-business advertising, as more dollars are shifted to non-business type of media, the amount being spent on:
television, newspapers, and consumer magazines has steadily increased.
In terms of a communications model, the sender is:
the company seeking to sell a product
