Communication Model and Promotional Program Decisions Quiz
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Questions and Answers

What is one important question marketers need to consider regarding source factors?

  • What is the cost of hiring a spokesperson?
  • Whether the spokesperson being used is effective (correct)
  • How many celebrities have fallen out of favor recently?
  • Which media channel will reach the most audience?

    • Why did many companies terminate their contracts with Tiger Woods as a spokesperson?

  • Because he was too expensive
  • Because he was not reaching the target market
  • Because he was retiring from golf
  • Due to negative publicity affecting his value (correct)

    • What factors can make a product spokesperson lose impact over time?

  • Too much positive publicity
  • Not being famous enough
  • A variety of reasons (correct)
  • Inability to speak clearly

    • In the promotional planning process, what are marketers evaluating in terms of message variables?

    <p>The ability of the message to attract viewers' attention</p> Signup and view all the answers

    What are some specific reactions that companies are trying to determine from viewers regarding product and brand messages?

    <p>Excitement, engagement, stress, and anxiety responses</p> Signup and view all the answers

    Why is negative publicity mentioned as a factor that can easily influence the value of a source?

    <p>Because it can change the perception of the target audience</p> Signup and view all the answers

    What method is used in Single-Source Tracking Studies to track consumer behaviors?

    <p>Optical scanning equipment</p> Signup and view all the answers

    What is the purpose of Test Marketing?

    <p>To measure advertising effects before national release</p> Signup and view all the answers

    How are purchases recorded in Single-Source Tracking Studies?

    <p>From bar codes of products bought</p> Signup and view all the answers

    What are the typical sample sizes used in Tracking Print/Broadcasting Ads studies?

    <p>250 to 500 cases per period</p> Signup and view all the answers

    Which method is NOT mentioned as being used in Tracking Print/Broadcasting Ads studies?

    <p>Personal interviews</p> Signup and view all the answers

    What do advertising regulations define?

    <p>Ways in which products can be advertised in a region</p> Signup and view all the answers

    What is the major disadvantage of field tests according to the text?

    <p>Lack of control over the testing environment</p> Signup and view all the answers

    Why might competitors try to sabotage the research during field tests?

    <p>To bias the results in their favor</p> Signup and view all the answers

    What does copy testing aim to determine?

    <p>If advertising should run in the marketplace</p> Signup and view all the answers

    What is a benefit of manipulating colors, according to the text?

    <p>Assessment of differential impact</p> Signup and view all the answers

    What is the purpose of the testing stage in advertising executions?

    <p>To aid in judgment of specific advertising executions</p> Signup and view all the answers

    Why do field tests take more time and money to conduct compared to other forms of ad testing?

    <p>To provide a controlled environment for testing</p> Signup and view all the answers

    What do 21 of the largest U.S. ad agencies aim to accomplish through the set of principles known as PACT?

    <p>Improving research quality for preparing and testing ads</p> Signup and view all the answers

    Which type of testing may involve consumers evaluating rough ads and copy in shopping malls?

    <p>Concept generation testing</p> Signup and view all the answers

    What is an alternative method for concept testing mentioned in the text?

    <p>Mall intercepts</p> Signup and view all the answers

    When does rough, prefinished art, copy, and/or commercial testing typically occur?

    <p>During concept generation research</p> Signup and view all the answers

    Why are advertisers increasingly spending more money on testing of ads at early stages according to the text?

    <p>Because of the high cost associated with producing ads</p> Signup and view all the answers

    Which new technologies allow for concept testing over the Internet according to the text?

    <p>(Internet) where advertisers can show concepts simultaneously to consumers throughout the United States</p> Signup and view all the answers

    What type of advertising is regulated by the Children's Online Privacy and Protection Act (COPPA)?

    <p>Email marketing</p> Signup and view all the answers

    Which advertising element must not be classified as a lottery according to state regulations?

    <p>Contests and sweepstakes</p> Signup and view all the answers

    In which form of advertising must care be taken with special audiences such as kids?

    <p>Premiums</p> Signup and view all the answers

    What has the Telephone Consumer Protection Act of 1991 regulated in advertising?

    <p>Tele-Marketing</p> Signup and view all the answers

    Which regulatory body was set up in India in 1985 to oversee advertising standards?

    <p>Advertising Standards Councils of India (ASCI)</p> Signup and view all the answers

    What form of advertising does the FTC & U.S Postal Services police directly regulate?

    <p>Direct Response Advertising</p> Signup and view all the answers

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