Communication Model and Promotional Program Decisions Quiz

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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?

The ability of the message to attract viewers' attention Signup and view all the answers

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

Excitement, engagement, stress, and anxiety responses Signup and view all the answers

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

Because it can change the perception of the target audience Signup and view all the answers

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

Optical scanning equipment Signup and view all the answers

What is the purpose of Test Marketing?

To measure advertising effects before national release Signup and view all the answers

How are purchases recorded in Single-Source Tracking Studies?

From bar codes of products bought Signup and view all the answers

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

250 to 500 cases per period Signup and view all the answers

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

Personal interviews Signup and view all the answers

What do advertising regulations define?

Ways in which products can be advertised in a region Signup and view all the answers

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

Lack of control over the testing environment Signup and view all the answers

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

To bias the results in their favor Signup and view all the answers

What does copy testing aim to determine?

If advertising should run in the marketplace Signup and view all the answers

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

Assessment of differential impact Signup and view all the answers

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

To aid in judgment of specific advertising executions Signup and view all the answers

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

To provide a controlled environment for testing 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?

Improving research quality for preparing and testing ads Signup and view all the answers

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

Concept generation testing Signup and view all the answers

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

Mall intercepts Signup and view all the answers

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

During concept generation research Signup and view all the answers

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

Because of the high cost associated with producing ads Signup and view all the answers

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

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

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

Email marketing Signup and view all the answers

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

Contests and sweepstakes Signup and view all the answers

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

Premiums Signup and view all the answers

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

Tele-Marketing Signup and view all the answers

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

Advertising Standards Councils of India (ASCI) Signup and view all the answers

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

Direct Response Advertising Signup and view all the answers