MKT304 by Dan Chu Be PDF

MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 1. How does the integrated marketing communications C. IMC recog- (IMC) plan approach differ from traditional approach- nizes that mar- es to promotion? keters must...

MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 1. How does the integrated marketing communications C. IMC recog- (IMC) plan approach differ from traditional approach- nizes that mar- es to promotion? keters must be A. IMC puts more emphasis on advertising and less able to use a wide on sales promotion. range of market- B. IMC puts more emphasis on sales promotion and ing and promo- less on advertising. tional tools to pre- C. IMC recognizes that marketers must be able to use sent a consistent a wide range of marketing and promotional tools to image to target au- present a consistent image to target audiences. diences. D. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. E. IMC predominately makes use of mass media com- munications in order to attract and retain customers. 2. A (n) ____ is a document that evolves from an orga- A. strategic mar- nization's overall corporate strategy and serves as a keting plan guide for specific marketing programs and policies." A. strategic marketing plan B. integrated marketing communications plan C. situation analysis D. opportunity analysis E. competitive plan 3. "The central theme of the concept of ____ is that all D. integrated mar- of an organization's marketing and promotional ele- keting communi- ments and activities communicate consistently and cations in a unified manner with its customers." A. the marketing mix B. exchange C. the promotional mix D. integrated marketing communications 4. A_ is a desire for something that one does not have. B. want A. need B. want C. product D. problem 1 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 5. Lower level needs such as hunger and thirst are im- B. are an ongoing portant to marketers because these needs: source of motiva- A. are the hardest to satisfy. tion for most con- B. are an ongoing source of motivation for most con- sumer purchase sumer purchase behavior. behavior. C. provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation. D. offer marketers a basis for differentiating their products. 6. ___is a state of psychological tension or post-pur- C. Cognitive disso- chase doubt a consumer may experience after mak- nance ing a difficult purchase decision. A. Post-purchase evaluation B. Self-serving bias C. Cognitive dissonance D. Conditioned anxiety 7. Rosa Martinez is reading a Vanity Fair magazine D. message; chan- where she sees an ad for DKNY jeans. In this situa- nel tion, the ad is a _____, while Vanity Fair is a _____." A. source; message B. channel; message C. message; receiver D. message; channel 8. "According to the _____ hierarchy, advertisers of D. low-involve- products like light bulbs, ketchup, computer paper, ment nail clippers, and other items bought without a lot of thought need to use a heavy repetition strategy." A. individual response B. standard learning C. dissonance-attribution D. low-involvement 9. An ad purchased by the Tennessee Department of A. channel Tourist Development encouraging people to choose the state of Tennessee for that vacation destination 2 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and in- cludes the slogan, 'Tennessee sounds good to me.' In this example, Southern Living magazine would be an example of a _____, a part of the communication process." A. channel B. receiver C. feedback mechanism D. source 10. Which of the following statements is true about spot A. Spot adver- advertising? tising is mostly A. Spot advertising is mostly confined to station confined to sta- breaks between programs on network-originated tion breaks be- shows. tween programs B. Only local advertisers use spot advertising. on network-origi- C. Spot advertising is subject to less clutter than nated shows. network advertising. D. Spot advertising is easier to buy than advertising on national networks. E. Spot advertising does not allow advertisers to ad- just to local market conditions. 11. A spokesperson who delivers an advertising mes- A. direct source sage and/or demonstrates a product or service is known as a(n): A. direct source B. indirect source C. message shaper D. Source echo 12. Which of the following statements is false about A. The persuasive- source credibility? ness of a low cred- A. The persuasiveness of a low credibility source may ibility source may decline over time due to the sleeper effect phenome- decline over time non. due to the sleep- B. High credibility sources are more effective than er effect phenom- low credibility sources when they are arguing for a enon. 3 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 position opposing their own best interest. C. A low or moderately credible source can be more effective than a high credibility source when the re- ceiver has a favorable initial attitude or opinion. D. A very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver's initial attitude is favor- able. E. High credibility sources are not always more effec- tive than low credibility sources. 13. Which of the following media strategies is suitable for A. One that em- a new product with a target audience concentrated in phasizes frequen- a well-defined market segment? cy rather than A. One that emphasizes frequency rather than reach reach B. One that emphasizes reach rather than frequency C. One that balances reach and frequency D. One that uses a high cost per thousand approach E. One that allows continuous communication 14. Which of the following statements describes a good B. The respect, reason for using celebrities in ads and having them popularity or ad- endorse a company's product or service?" miration a celebri- A. Celebrities cannot draw attention to advertising ty enjoys may car- messages in a cluttered media environment. ry over the product B. The respect, popularity or admiration a celebrity she or he endors- enjoys may carry over the product she or he endors- es. es. C. Celebrities may be unable to enhance the target audience's perceptions of the products' image or per- formance. D. Consumers may focus attention on the celebrity and not attend to the product and advertising mes- sage. 15. Which of the following statements is true about com- E. Communication munications objectives? objectives are the A. When setting objectives using the communica- criteria used in 4 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 tions effect pyramid, the last step reached is trial. the DAGMAR ap- B. Sales goal cannot be translated into communica- proach to setting tions objectives. advertising goals. C. Marketing and advertising managers do not rely on experience and intuition when setting communi- cations goals. D. Communication objectives are used particularly where the advertiser seeks an immediate response. E. Communication objectives are the criteria used in the DAGMAR approach to setting advertising goals. 16. Generally, companies that develop Integrated Market- C. may find it diffi- ing Communications (IMC) programs which do not cult to facilitate co- contain specific objectives: ordination of the A. will have too many benchmark measures against efforts of vari- which the success or failure of their programs can be ous groups work- assessed. ing on a promo- B. will never be successful. tional campaign C. may find it difficult to facilitate coordination of the since the various efforts of various groups working on a promotional groups may not campaign since the various groups may not under- understand what stand what goal they are working towards. goal they are D. will be able to save money since they won't spend working towards. too much time worrying about what they are trying to do. 17. The perpetual debate over the most effective role for A. rationalists and advertising is between: poets. A. rationalists and poets. B. environmentalists and pragmatics. C. liberals and conservatives. D. functionalists and operationalists. 18. No matter which model of the creative process you C. verification. use, the last step in the creative process is: A. resolution B. illumination. C. verification. D. Confirmation 5 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 19. Qualitative research techniques such as _____ or B. in-depth in- focus groups can provide the _____ with valuable terviews/ creative insight at the early stages of the creative process." team A. ethnographic research/ account team B. in-depth interviews/ creative team C. problem detection studies/ managing team D. econometric research/ account team 20. CoverGirl cosmetics have hired Drew Barrymore to B. brand-to-con- appear in its advertisements in order to help them to sumer relevance capture the attention and interest of the consumers. Through this, the ad illustrates the application of:" A. ad-to-consumer relevance B. brand-to-consumer relevance C. positioning strategy D. inherent drama 21. The strategy behind place-based media is to: C. bring the adver- A. create a media vehicle that leads in its ability to tising media to the attract and retain consumer attention consumer. B. use mobile billboards C. bring the advertising media to the consumer. D. use the place element of the marketing mix to impact advertising 22. is an advertising execution technique whereby the C. Dramatization focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Animation B. Slice-of-life C. Dramatization D. Testimonial 23. Rational and emotional advertising appeals: C. can be com- A. represent two distinctive approaches which bined since con- should never be combined because they divide the sumers' purchase focus of consumers' attention. decisions are of- B. are essentially the same. ten made on the C. can be combined since consumers' purchase de- basis of rational cisions are often made on the basis of rational and 6 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 emotional motives. and emotional mo- D. are used together only for low-involvement prod- tives. ucts. 24. was known as the stepchild of the promotional mix. D. Public relations A. Advertising B. Direct marketing C. Sales promotion D. Public relations E. Publicity 25. Consumers are generally receptive to advertising in A. the ads are rel- magazines because: evant to them and A. the ads are relevant to them and can be of value in can be of value making a purchase decision. in making a pur- B. ads in magazines are intrusive and cannot be ig- chase decision. nored. C. magazines are a low-involvement medium. D. most magazines do not contain many ads, and thus, clutter is not a problem. E. of its very short lead time. 26. are plans of action designed to obtain specific media C. Media strate- objectives. gies A. Sweeps periods B. Programs ratings C. Media strategies D. Media vehicles 27. Which of the following situations offers the advertiser A. High brand de- the most attractive marketing opportunity? velopment index A. High brand development index (BDI) and high cat- (BDI) and high egory development index (CDI) category develop- B. Low brand development index (BDI) and low cate- ment index (CDI) gory development index (CDI) C. Low brand development index (BDI) and high cat- egory development index (CDI) D. High brand development index (BDI) and low cate- gory development index (CDI) 7 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 28. When we mention _____, it refers to commercials B. spot advertising on local television stations for which the advertisers negotiate directly with the individual stations." A. network advertising B. spot advertising C. regional advertising D. syndication E. sponsorship 29. The number of households in a market area that own B. the universe es- a television set is referred to as: timate. A. households using television. B. the universe estimate. C. a program rating. D. designated market area. E. audience size. 30. Regular sponsorship occurs when: C. a company A. the sponsor participates in providing the content. pays to sponsor a B. the sponsor approves the content of the site. section of the site. C. a company pays to sponsor a section of the site. D. the sponsor contributes all or part of the content. E. advertisers pay only when a consumer clicks on their ad or link from a search engine page. 31. More companies buy advertising___than in any other A. in newspapers medium. A. in newspapers B. in magazines C. on cable television D. on radio 32. Support media can be broadly divided into: D. traditional A. outdoor media and transit media. support media B. non traditional media and below-the-line media and non-tradition- C. outdoor media and in-store media. al support media. D. traditional support media and non-traditional sup- port media. E. aerial media and ambient media. 8 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 33. To encourage customers to open mail offering them B. support media. a subscription to Home Companion, the front of the envelope advised there was a gift inside. Inside was an attractively laminated bookmark. This is an exam- ple of combining direct marketing with: A. personal selling. B. support media. C. place-based media. D. product placement. E. advertising. 34. Aisle displays, store leaflets, shopping cart signage, D. in-store and in-store TV are examples of _media A. aerial B. transit C. mobile D. in-store 35. Which of the following promotional media create an D. Direct market- immediate response in the form of an inquiry, a pur- ing chase or even a vote? A. Trade advertising B. Publicity C. Public relationstrip D. Direct marketing 36. Marketing objectives that may be aided by __ activ- B. public relations ities include raising awareness, informing and edu- cating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance. A. sales promotional B. public relations C. advertising D. direct-response E. outdoor marketing 37. Why are organizations like KFC, Heinz Foods, Toys C. Because they "R" Us, and Anheuser-Busch placing more emphasis are convinced that on sales promotions than ever before? sales promotions 9 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 A. Because they want to use sales promotions rather can be used to than engage in price wars. build brand equi- B. Because the use of sales promotions allows them ty more effective- to cut back and/or completely eliminate the use of ly and more quick- coupons. ly than other pro- C. Because they are convinced that sales promotions motional mix ele- can be used to build brand equity more effectively ments. and more quickly than other promotional mix ele- ments. D. Because consumers have less time to shop. E. Because the use of allowances, deals, and premi- ums confuses consumers. 38. Which of the following statements is true about public D. An effective relations? public relations A. Public relations is same as publicity. program contin- B. Public relations is a short term strategy of enhanc- ues over months ing the image of the company. or even years. C. Public relations is not concerned with the evalua- tion of public attitudes. D. An effective public relations program continues over months or even years. E. Public relations deals only with the activities de- signed to sell a product or service. 39. Organizational newsletters, notices on bulletin B. employees of boards, awards ceremonies and events, direct mail, the firm. and annual reports are some of the methods used to communicate with: A. current customers of the organization. B. employees of the firm. C. the press. D. government officials. E. community members. 40. Companies that support lobbying efforts: C. have targeted A. are trying to reach internal audiences. government bod- B. are engaged in flighting. ies. C. have targeted government bodies. 10 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. have determined the importance of homogeneity. E. are targeting educators. 41. Measuring the effectiveness of PR activities provides B. It gives man- which of the following advantages? ager a way to A. It reduces the high absolute costs connected with judge the quality PR activities. of public relations B. It gives manager a way to judge the quality of achievements and public relations achievements and activities. activities. C. It helps deal with the problem of clutter. D. It helps in completing the communication process. 42. A U.S. executive in Namibia in Africa experienced C. economic infra- trouble negotiating a franchise deal with local in- structure. vestors because the electricity was constantly shut- ting off. One of the investors was unable to attend the meeting because there is so little public trans- portation in the country. These problems indicate a problem with Namibia's: A. demographic environment. B. balance of payments. C. economic infrastructure. D. advertising system. 43. U.S. brands have become popular in many other Eu- D. the increased ropean countries as well as in Asia. Marketers at- familiarity of for- tribute eign nationals the rising popularity of many U.S.-made products to: with American cul- A. the increasingly ethnocentric attitude of the con- ture, values, and sumers around the world. lifestyles B. the low prices of the products. C. their superior quality. D. the increased familiarity of foreign nationals with American culture, values, and lifestyles 44. Had globalization not occurred, most European com- C. all are correct. panies would not have been able to compete against larger U.S. and Japanese companies because of:" A. the lack of funds among Europeans. B. the inability to achieve economies of scale owing 11 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 to the small size of most of the European nations. C. all are correct. D. the cultural differences prevailing amongst na- tions. E. the political and legal differences amongst the na- tions. 45. The share of a television audience indicates the: B. percentage of A percentage of the defined target market that is ex- households using posed to a message at least once during the relevant TV tuned to a par- time period. ticular program in B. percentage of households using TV tuned to a a specified time particular program in a specified time period. period. C. average number of exposures to a message re- ceived by each member of the target market D. percentage of all households using television dur- ing a specific time period. E. number of people who responded to a televised direct-response ad. 46. Marketing planning and reward systems may lead to D. the use of an increase in the use of sales promotion because price-oriented pro- sales promotions encourage: motions to gen- A. managers to use advertising to build brand equity. erate short-term B. managers to use consumer-oriented sales promo- sales. tion to meet long-term performance goals. C. marketing managers not to use promotions to help get orders from retailers. D. the use of price-oriented promotions to generate short-term sales. E. long-term increased sales of the companies. 47. Which of the following statements is true about cre- C. Ads that are ative strategy and execution? very creative may A. A good creative strategy and execution guarantees not increase sales a brand will exceed its sales objectives. of a brand. B. A good creative strategy almost never helps gen- erate sales for a brand. C. Ads that are very creative may not increase sales 12 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 of a brand. D. Companies have no trouble coming up with cre- ative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence. 48. Good creative strategy and execution can often be C. they know central to determine the success of a product or ser- that good creative vice or reversing the fortunes of a struggling brand. strategy and ex- The reason is that: ecution are often A. they believe strongly in competitive parity. critical to the suc- B. they realize marketing success is unrelated to their cess of a product creative advertising effort. or service. C. they know that good creative strategy and execu- tion are often critical to the success of a product or service. D. they want to win creative awards in order to re- spond to the intangibility and homogeneity charac- teristics of service. E. the development of good creative strategy is a science and is explained by marketing research. 49. ___is the customer's perception of all the benefits of D. Value a product or service weighed against all the costs of acquiring and consuming it. A. Cost efficiency B. Information C. Range D. Value 50. Integrated marketing communications requires a C. total market- "big picture" approach to planning marketing and ing communica- promotion programs, requiring advertising agencies tions strategy. to develop a(n): A. alternative approach for each media method. B. support system for production differentiation. C. total marketing communications strategy. 13 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. reduced emphasis on information advertising and increased emphasis on persuasive marketing. 51. is the process for planning, executing, evaluating, B. Integrated mar- and controlling the use of the various promotion- keting communi- al-mix elements to effectively communicate with tar- cations manage- get audiences. ment A. Integrated advertising marketing B. Integrated marketing communications manage- ment C. Market auditing D. Situation analysis E. Communications process accounting 52. The market for snack food is saturated, but manufac- A. Con- turers continue to develop new offerings. Which of sumer's novel- the following best explains why the makers of Honey ty-seeking behav- Maid graham crackers found it necessary to develop ior and market Honey Maid graham sticks? A. Consumer's novelty-seeking behavior B. To satisfy a physiological need C. To broaden the marketer consideration set D. Consumer cocooning 53. Which of the following statements about cultural val- A. The values and ues is true? beliefs of a soci- A. The values and beliefs of a society can affect its ety can affect its members' receptivity toward foreign products and members' recep- services. tivity toward for- B. In today's globalized market, cultural differences eign products and are negligible. services. C. Cultural values are personal values and are only applicable on an individual level. D. A highly ethnocentric culture will be extremely receptive to foreign products. 54. Which of the following statements describe a situa- A. Shoppers Stop, tion in which marketer-induced problem recognition a clothing and ac- was used? cessories brand, 14 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 A. Shoppers Stop, a clothing and accessories brand, sends a newslet- sends a newsletter to all its customers every three ter to all its months that gives them details on what is in fashion customers every and the new arrivals at the store. three months that B. Ken purchases a cable to connect the DVD player gives them de- to his TV after purchasing the DVD player. tails on what is C. Casey purchased 'Sun Silk,' an anti-dandruff sham- in fashion and the poo, but switched to 'Head & Shoulders' when it was new arrivals at the not effective store. D. Patrick hurt his toe while jogging and realized that his sports shoes were torn. He went to Nike to purchase a new nair of shoes 55. Managers who use the communications effects pyra- D. the foundation mid to set objectives believe that: of the communi- A. advertising and promotion cannot accomplish low- cations program is er-order objectives set by accomplish- Be creats awarenes and brand it ist accomplish high- ing lower-level ob- er-order objectives such as trial and purchase and jectives such as C. advertising and promotion should first accomplish awareness, knowl- lower-level objectives such as trial and purchase. edge, and com- D. the foundation of the communications program is prehension set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension 56. An ad purchased by the Tennessee Department of A. channel Tourist Development encouraging people to choose the state or lennessee tor tal Vacation destinaton was pudlisned in soutnem Living magazine. Ine ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine would be an ex- ample of a____, a part of the communication process. A. channel B. receiver C. feedback mechanism D. source 57. 15 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 A commercial for Omachi shows singer My Linh A. celebrity exper- preparing breakfast for her husband and children. tise She also talks about her point of view in choosing C. spokesper- appropriate noodles for her family. This commercial son-oriented is effective in part because it utilizes____and___ A. celebrity expertise B. reputational C. spokesperson-oriented D. slice-of-life E. power-based 58. Which of the following statements is true about D. Perceived source power? scrutiny is an im- A. It can never be used in nonpersonal selling situa- portant factor of tions. source power. B. It is most effective in nonpersonal selling situa- tions. C. Persuasion induced through compliance is always long-term. D. Perceived scrutiny is an important factor of source power. 59. The _score indicates the percentage of the people A. familiarity who have heard of the endorser or the performer. A. familiarity B. attractiveness C. similarity D. one of my favorites 60. A spokesperson who delivers an advertising mes- A. direct source sage andor demonstrates a product or service is known as a(n) A. direct source B. indirect source C. message shaper D. Source echo 61. refers to situations where the ad contains execution D. Ad-to-con- elements that are meaningful to consumers sumer relevance 16 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 A. Animatic B. Brand-to-consumer relevance C. Storyboard D. Ad-to-consumer relevance 62. CoverGirl cosmetics have hired Drew Barrymore to B. brand-to-con- appear in its advertisements in order to help them to sumer relevance. capture the attention and interest of the consumers. Through this, the ad illustrates the application of: A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. positioning strategy. D. inherent drama. 63. Ads are often called C. creative A. animatics B. copy platforms C. creative D. work plans E. storyboards 64. Good creative strategy and execution can often be C. they know central to determine the success of a product or ser- that good creative vice or reverse the fortunes of a struggling brand. The strategy and ex- reason is that: ecution are often A. they believe strongly in competitive parity. critical to the suc- B. they realize marketing success is unrelated to their cess of a product creative advertising effort. or C. they know that good creative strategy and execu- tion are often critical to the success of a product or D. they want to win creative awards in order to re- spond to the intangibility and homogeneity charac- teristics of service. E. the development of good creative strategy is a science and is explained by marketing research. 65. Transformational advertising can differentiate a prod- B. making the con- uct or service by: sumption experi- A. convincing a consumer of the superior perfor- ence more mean- mance of a brand. 17 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 B. making the consumption experience more mean- ingful, exciting and ingful, exciting and enjoyable. enjoyable. C. making a consumption experience last longer. D. showing performance superiority of one brand over another. 66. The ads that make the experience of using the prod- C. transformation- uct richer, warmer, more exciting, and/or more en- al ads joyable than that obtained solely from an objective description of the advertised brand are called: A. informational ads B. competitive advantage ads C. transformational ads D. image ads E. rational ads 67. For which of the following products is an advertiser E. Swim suits most likely to use a flighting schedule in China? A. Cereals B. Detergents C. Bazaar subscriptions D. Instant noodles E. Swim suits 68. Telemarketing and___are two methods of personal C. direct selling selling used to generate sales. A. advertising B. sales promotion C. direct selling D. informercials E. homeshopping 69. Which of the following is true? C. Networks pro- A. Affiliates have no say in the sale of advertising time vide programming on their stations. and services to af- B. Affiliates do not receive any advertising revenue filiates. from networks. C. Networks provide programming and services to affiliates. 18 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. Networks provide programming to affiliates, but affiliates provide the advertising 70. The most common form of advertising on the Web is: C. banners. A. pop-ups. B. interstitials. C. banners. D. links. E. video sharing. 71. Which of the following statements about the role of D. Both newspa- magazines and newspapers as advertising media ve- pers and mag- hicles is true? azines are gen- A. The advantages and disadvantages associated erally consid- with the use of either magazines or newspapers as ered high-involve- advertising media vehicles are the same. ment media. B. Special-interest magazines reach a very massive audience and are very valuable for reaching general types of consumers or market segments. C. Magazines generate most of their total revenue from advertising. D. Both newspapers and magazines are generally considered high-involvement media. E. None of the answers are correct. 72. A City of Macon public transit system bus painted to A. a mobile bill- look like a large moving loaf of Wonder Bread is an board example of: A. a mobile billboard B. free-form advertising. C. a sales promotion. 73. Disadvantages inherent in the use direct marketing B. poor image fac- include: tors. A. difficulty in obtaining effectiveness measure- ments. B. poor image factors. C. lack of flexibility. D. lack of personalization. E. difficulty in acquiring TV time. 19 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 74. is the process of improving the volume of traffic dri- A. Search engine ven to one's site by a search engine through unpaid optimization (organic) results as opposed to paid inclusions. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting 75. Which of the following is an advantage associated E. Strong connec- with public relations? tion of the receiver A. Effectiveness at completing the communications to the source. product. B. High absolute cost but low relative cost. C. Ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments. D. Use as an effective lead generator. E. Strong connection of the receiver to the source. 76. The people who develop ads and commercials are D. creative types known as _ A. innovators B. animatics C. copy makers D. creative types E. illuminators 77. _ may take on a variety of forms as well as a number of E Banner ads names such as side panels, skyscrapers, or verticals. A. Links B. Pop-ups C. Interstitials D. Pop-unders E Banner ads 78. Marketers who try to select spokespeople whose D. expertise and traits will maximize their message influence are con- trustworthiness. 20 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 cerned about their credibility. The two important di- mensions associated with credibility are: A. consistency and image B. image and trustworthiness. C. image and expertise. D. expertise and trustworthiness. 79. Advertisers can prevent consumers from____their B. zapping commercials by producing commercials that are meaningful and that attract and hold attention. A. hating B. zapping C. zipping D. criticizing E. whooping 80. The____is the general category of available delivery B. medium systems, which includes broadcast media, print me- dia, direct marketing, outdoor advertising, and other support media. A. media vehicle B. medium C. reach D. distribution channel 81. Marketers who are being held accountable for strat- C. sales promo- egy implementation often need concrete methods to tions such as show the effectiveness of their decision-making. For coupons and price this reason, many marketers rely on: discounts. A. personal selling instead of mass-media advertis- ing. B. a strategy that eliminates any advertising carry- over effect. C. sales promotions such as coupons and price dis- counts. D. event sponsorships. E. out-of-home advertising media. 82. The new role of public relations is one characterized by: 21 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 A. less of a communication role. E. a broad- B. less of a marketing orientation. er, more market- C. a tighter, more tightly defined role. ing-oriented role D. a broader, less marketing-oriented role. E. a broader, more marketing-oriented role 83. A lapse in ethical standards or judgment in adver- D. These actions tising and promotion can be more damaging to a are highly visible company than the lapses in other disciplines. Identify and hence it could the most logical reason for this. attract more atten- A. These actions are monitored by special action tion committees and the reactions could be severe. B. The customers are more aware of the ethical stan- dards in advertising compared to other disciplines. C. Government does not regulate the flow of informa- tion in the other disciplines. D. These actions are highly visible and hence it could attract more attention E. In most cases, the advertisements and promotions are managed by third parties. 84. Which of the following is true? D. Networks pro- A. Affiliates have no say in the sale of advertising time vide programming on their stations. to affiliates, but af- B. Affiliates do not receive any advertising revenue filiates provide the from networks. advertising. C. Networks provide programming and services to affiliates. D. Networks provide programming to affiliates, but affiliates provide the advertising. 85. is designed to give a company or brand a unique as- B. Image advertis- sociation or personality and is often transformational ing in nature. A. Rational advertising B. Image advertising C. Feature appeals D. Transactional advertising 86. 22 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 Once consumers perceive a problem or need that can B. information be satisfied by the purchase of a product or service, search they begin to make___to go to a purchase decision. A. problem recognition B. information search C. postpurchase evaluation D. subliminal problem avoidance E. purchase decision 87. Companies prefer sponsorship arrangements for A. allows compa- buying advertising time because it: nies to capitalize A. allows companies to capitalize on the image of a on the image of high-quality program. a high-quality pro- B. gives the advertiser less control over the place- gram. ment and the length of its commercials. C. is relatively inexpensive. D. means the advertiser can run more commercials per hour since time regulations do not apply. E. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots 88. The ad for Vaseline lotion indicated that it has both C. support argu- beta hydroxy to defoliate dry skin and alpha hydroxy ment. to moisturize skin. Someone who knew something about these additives work might respond to the ad by thinking, "If it has both those ingredients, it must be really good for my skin. I'm going to buy a bottle." The individual's response to the ad's copy would be an example of al A. negative ad execution thought. B. source derogation. C. support argument. D. counterargument. positive execution thought. 89. Products, such as free pens, calendars, and coffee B. advertising spe- mugs featuring advertising and used as promotional cialties. tools are referred to as: 23 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 A. premiums. B. advertising specialties. C. sales promotions. D. publicity. E. giveaways. 90. Many companies are willing to spend hundreds of C. they know millions of dollars each year on creative advertising that good creative because: strategy and ex- A. they believe strongly in competitive parity. ecution are often B. they realize marketing success is unrelated to their critical to the suc- creative advertising effort. cess of a product C. they know that good creative strategy and execu- or service. tion are often critical to the success of a product or service. D. they want to win creative awards in order to re- spond to the intangibility and homogeneity charac- teristics of service. 91. One of the primary advantages of using magazines as A. selectivity. an advertising medium is their: A. selectivity. B. low clutter level. C. limited reach and frequency. D. low absolute costs. E. long lead time. 92. One reason for consumer's increased sensitivity to D. that they save sales promotion is: money. A. decrease in competition. B. increased brand loyalty. C. the increased amount of power in the hands of the manufacturers. D. that they save money. E. the decline in consumer choice. 93. Because of the medium's ability to turn informa- C. newspapers tion around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in__to respond 24 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 to natural disasters such as earthquakes or hurri- canes. A. television B. magazines C. newspapers D. radio 94. Advertisements of which of the following products is D. Contraceptive most likely to be criticized for poor taste? products A. Consumer goods B. Electronic goods C. Technology products D. Contraceptive products E. Premium products 95. Airlines send out mailers or e-mails announcing pro- C. Sales promo- motional airfares. Which of the combinations of pro- tion and direct motional media do they make use of? marketing A. Advertising and sales promotion B. Advertising and direct marketing C. Sales promotion and direct marketing D. Sales promotion and public relations E. Direct marketing and personal selling 96. Nearly two-thirds of all advertising dollars spent in A. consumer magazines are spent in__magazines. A. consumer B. international C. business D. regional E. national 97. TV commercials often rely on the concept of _ where- C. mood transfer. by they portray the characters in the ad as enter- taining, arousing, upbeat, and/or exciting that can affect the emotions of consumers and put them in a favorable frame of mind. A. informational integration. B. rational integration. C. mood transfer. 25 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. emotional integration. E. outcome integration. 98. __is a concept of marketing communications plan- D. Integrated mar- ning that recognizes the added value of a comprehen- keting communi- sive plan that evaluates the strategic role of a variety cations of communication disciplines and combines them to provide clarity, consistency, and maximum impact. A. Marketing mix B. Buzz marketing C. Exchange D. Integrated marketing communications 99. McCann-Erickson researchers believe the strongest D. feelings or emo- relationship that develops between a brand and the tional attachments consumer is based on: to the brand. A. product benefits. B. all are correct C. brand personality. D. feelings or emotional attachments to the brand. E. competitive advantage over similar products in the market. 100. Advertisements that create feelings, meanings, im- B. transformation- ages or beliefs about a product or service that al can be activated when consumers use it are known as_____ads. A. rational B. transformational C. nostalgic D. affective 101. Selectivity, reproduction quality, creative flexibility, B. Magazines and prestige are all potential advantages of which of the following advertising medium? A. Place-based media B. Magazines C. Local radio D. Billboards E. Local newspapers 26 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 102. Media planning is not an easy task. Which of the fol- D. Time pressures lowing is a reason why media planning is so difficult? inhibit proper plan- A. Information overload ning B. Product life cycles differences C. Media objectives conflict with communication ob- jectives D. Time pressures inhibit proper planning E. Non-standardization of the task of media planning 103. Which of the following media strategies is suitable for B. One that em- a new product with a target audience concentraed in phasizes reach a well-defined market segment? rather than fre- A. One that emphasizes frequency rather than reach quency B. One that emphasizes reach rather than frequency C. One that balances reach and frequency D. One that uses a high cost per thousand approach E. One that allows continuous communication 104. No matter which model of the creative process you C. venification. use, the last step in the creative process is A. resolution B. illumination. C. venification. D. Confirmation 105. ___refers to the way the message is put together in B. Encoding order to deliver the information or intended meaning. A. Source B. Encoding C. Decoding D. Content 106. Which of the following would be an example of a B. A billboard be- channel in the communication process? side an interstate A. The number of customers that redeemed a highway cents-off coupon B. A billboard beside an interstate highway C. The creative people who designed the new 27 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 Wendy's ad D. An ad's spokesperson 107. The____is used as the central theme of the adver- B. big idea tising campaign and translated into attention-getting, distinctive, and memorable messages. A. animatic B. big idea C. brand name D. logo 108. The rate of product usage in a geographical area may D. brand develop- be calculated through the use of: ment index. (BDI). A. gross ratings points (GRP). B. benchmark designated index (BDI). C category development index (CDI). D. brand development index. (BDI). E. reach and frequency. 109. One reason for consumer's increased sensitivity to : B. that they save A. the increased amount of power in the hands of the money. manufacturers. B. that they save money. C. decrease in competition. D. increased brand loyalty. E. the decline in consumer choice. 110. Guerilla marketing is also known as: D. viral marketing A. in-store marketing and synchro marketing and buzz market- B. street marketing and aerial marketing ing C. mobile marketing and measured marketing D. viral marketing and buzz marketing E. outdoor marketing and traditional marketing 111. _______occur when a company pays to sponsor a C. Regular spon- section of a site. sorships A. Paid searches B. Interstitials C. Regular sponsorships 28 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. Content sponsorships E. Irregular sponsorships 112. Advertisers can prevent consumers from zapping B. producing com- commercials by: mercials that are A. introducing "commercial-free" programming. meaningful and B. producing commercials that are meaningful and that attract and that attract and hold attention. hold attention. C. devising shorter commercial formats. D. using product placements. E. advertising more on cable television. 113. Company A is a major participant in the advertis- B. advertising ing and promotion process. It attracts various others agency. companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effec- tively with the message. Company A is a(n): A. advertiser. B. advertising agency. C. media organization. D. full service agency. E. consultancy. 114. Companies prefer sponsorship arrangements for A. it allows com- buying advertising time because: panies to capital- A. it allows companies to capitalize on the image of a ize on the image of high-quality program. a high-quality pro- B. it gives the advertiser less control over the place- gram. ment and the length of its commercials. C. it is relatively inexpensive. D. sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply. E. it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots. 115. _____ is something unique or special a firm pos- C. A competitive sesses or does that gives it an edge over its competi- advantage 29 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 tors. A. Brand quality B. Brand equity C. A competitive advantage D. Brand power E. A market opportunity 116. Directing a company's efforts towards one or more E. branding. groups of customers who share common needs is known as: A. target marketing. B. competitive advantage. C. positioning. D. market segmentation. E. branding. 117. Which of the following situations offers the advertiser D. Low brand de- the least attractive marketing opportunity? velopment index A. High brand development index (BDI) and high cat- (BDI) and low egory development index (CDI) category develop- B. High brand development index (BDI) and low cate- ment index (CDI) gory development index (CDI) C. Low brand development index (BDI) and high cat- egory development index (CDI) D. Low brand development index (BDI) and low cate- gory development index (CDI) E. High survey of buying power index and high brand development index (BDI) 118. the market for snack food is saturated, but manufac- A. Con- turers continue to develop new offerings. Which of sumer's novel- the following best explains why the makers of Honey ty-seeking behav- Maid graham crackers found it necessary to develop ior and market Honey Maid graham sticks? A. Consumer's novelty-seeking behavior B. To satisfy a physiological need C. To broaden the marketer consideration set D. Consumer cocooning E. To balance any product deletion 30 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 119. Prior to the development of integrated marketing A. advertising. communications, the promotional function in most companies was dominated by: A. advertising. B. sales promotion. C. public relations. D. publicity. E. direct marketing. 120. Traditionally,_____ has been the cornerstone of A. mass-media brand-building efforts. advertising A. mass-media advertising B. product placement C. interactive media D personal selling E. public relations 121. The term client, in the ad agency industry, refers to A. advertiser or the: organization that A. advertiser or organization that has the product, has the product, service or cause that needs to be marketed. service or cause B. media, which plays a crucial role in the process of that needs to be marketing communication. marketed. C. advertising agency that specializes in the creation, production, and/or placement of the communications message. D. market for business or consumer products. E. purchaser of the consumer product advertised. 122. Which of the following is an example of trade adver- B. Advertisement tising? of Coca-Cola A.Ad for a 3 day discount in a restaurant located in a placed in Pro- remote area in San Diego which appears in the local gressive grocer, a newspaper magazine to pro- B. Advertisement of Coca-Cola placed in Progressive mote Coca-Cola grocer, a magazine to promote Coca-Cola to food to food store man- store managers agers C. The Silk Federation of Asia advertising the impor- tance of silk and the various purposes that it could 31 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 be used for D. Advertisement of a health drink i.e. 'Complan' that specifies the benefits of drinking it. E. SouthWest Airlines ads that appears in the news- papers all across the country. 123. A(n) _____ is an advertising agency that is set up, B. in-house owned, and operated by the advertiser. agency A. self sufficient agency B. in-house agency C. creative boutique D. full service agency E. collateral agency 124. Which of the following would constitute a positioning D. Red Roof strategy focusing on the competitor? Inns—"Equal Val- A. BMW—"The Ultimate Driving Machine" ue at a Lower B. Coca-Cola—"The Real Thing" Price" C. Broilmaster grill—"The Most Durable Grill Known to Man" D. Red Roof Inns—"Equal Value at a Lower Price" E. Oneida flatware—"Your Table Is Ready" 125. Which of the following is true about advertising? C. It is a valu- A. Advertising is used only for the promotion of mass able tool for build- consumer products. ing company and B. One disadvantage of advertising is that it gets too brand image. personal with consumers. C. It is a valuable tool for building company and brand image. D. The nature and purpose of advertising is usually the same across various industries. E. It attempts to create a personal relationship with the customers. 126. _____ are factors that compel or drive a consumer to D. Motives take a particular action. A. Attributes B. Evaluative criterion C. Impulses 32 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. Motives E. Wants 127. An advertising agency that wants its employees to C. departmental develop expertise in servicing a variety of accounts system should use a(n) _____ structure. A. decentralized B. in-house C. departmental system D. creative boutique E. group system 128. _____ involves ignoring segment differences and of- A. Undifferentiated fering just one product or service for the entire mar- marketing ket. A. Undifferentiated marketing B. Marketing mix C. Synchro marketing D. Positioning E. Concentrated marketing 129. Which of the following statements about the reach B. For a and frequency of consumer magazines is true? * broad-reach strat- A. Popular consumer magazines have broad reach egy, magazines and frequency. should be used B. For a broad-reach strategy, magazines should be in conjunction with used in conjunction with other media. other media. C. Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publica- tion. D. Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. E. Advertisers who are seeking broad reach and fre- quency in their media schedules must use monthly magazines in order to obtain desired frequency. 130. Modern Maturity, Playboy, and Seventeen are all mag- A. demographic azines that offer advertisers _____ selectivity. * A. demographic 33 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 B. geographic C. lifestyle D. affective E. behavioral 131. Digital outdoor media takes three forms. They are B. digital bill- video advertising networks, ambient advertising and: boards. * A. aerial advertising. B. digital billboards. C. speciality advertising. D. viral marketing. E. network advertising. 132. _____ media includes billboards, street furniture, E. Out-of-home alternative media, and transit—as well as specific advertising forms of radio. * A. Radio advertising B. Aerial advertising C. Viral advertising D. Multi-level advertising E. Out-of-home advertising 133. _____ media are used to reach those people in the E. Support target market the primary media may not have ef- fectively reached and to reinforce, or support, their messages. * A. Advertising B. Direct response C. Traditional D. Sales promotion E. Support 134. elson receives a beautiful pen and a calendar from A. True a company of which he has been an old customer. The calendar and the pen could be termed as an advertising specialty. * A. True B. False 34 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 135. The survey of buying power index is particularly use- A. geographic ful for providing _____ information. * A. geographic B. demographic C. lifestyle D. consumer behavior E. psychographic 136. _____ is an external factor that may influence the B. Competitive determination of media strategy. * factors A. Administrative capabilities B. Competitive factors C. Size of the media budget D. How tasks are delegated with the agency E. Organization of the agency 137. _____ refers to the potential audience that might re- D. Coverage ceive the message through a vehicle. * A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure 138. _____ is the number of times a receiver is exposed to D. Frequency a message in a given time period. * A. Potency B. Reach C. Coverage D. Frequency E. Mediatronics 139. Which of the following is an example of a media vehi- B. America's Next cle? * Top Model Show A. Television B. America's Next Top Model Show C. Radio Jockey E. Outdoor advertising D. Newspaper 35 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 140. _____ advertising attempts to make the experience C. Transformation- of using a product or service richer, warmer or more al exciting. * A. Informational B. Competitive advantage C. Transformational D. Image E. Rational 141. Advertising appeals that relate to consumers' social D. emotional and/or psychological needs for purchasing a product or service are known as _____ appeals. * A. informational B. rational C. irrational D. emotional E. feature 142. Advertising creative personnel tend to: * C. rely on intuition A. be more concrete and formalized than intuitive more than logic. when solving a problem. B. have majored in marketing in college. C. rely on intuition more than logic. D. be highly structured and organized individuals. E. be no different from people with business execu- tive backgrounds. 143. A client who manufactures maternity clothes for busi- A. preparation nesswomen wants a new advertising campaign. Vis- its to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process. * A. preparation B. verification C. revision D. reality check E. incubation 144. 36 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 Which of the following statements is true according E. They want to to the Hirschman study about the creative people maximize the im- involved in advertising? * pact of the mes- A. They view ads as promotional tools whose primary sage. purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than the brand man- agers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives. E. They want to maximize the impact of the message. 145. A very frustrating, and often expensive, scenario for D. a commercial both an agency and its client occurs when: is approved at the A. a commercial is rejected at the storyboard stage. storyboard stage B. a commercial that was rejected at the storyboard but then is reject- stage is accepted at the final stage. ed after it is pro- C. a commercial is rejected for reasons such as sex duced. and politics. D. a commercial is approved at the storyboard stage but then is rejected after it is produced. E. a commercial is rejected at the idea generation stage. 146. The three major participants in the advertising D. advertisers, process that work individually and collectively to en- agencies, and the courage truthful, ethical, and responsible advertising media. are: A. advertisers, creatives, and the cable operators. B. creative boutiques, copywriters, and consumers. C. children, advertisers, and agencies. D. advertisers, agencies, and the media. E. advertisers, government, and the television net- works 147. In the traditional perspective, public relations is D. nonmarketing viewed as a(n) _____ function whose primary respon- 37 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 sibility is to maintain mutually beneficial relation- ships between the organization and its publics. A. advertising B. direct response C. marketing D. nonmarketing E. sales 148. Which of the following statements is true about sales B. Many sales pro- promotion programs? motion programs A. Sales promotion programs are targeted only at are designed to consumers. motivate distribu- B. Many sales promotion programs are designed to tors and retailers motivate distributors and retailers to carry a product to carry a product and push it to their customers. and push it to their C. Nearly three quarters of all sales promotion dollars customers. are spent on consumer promotions. D. Sales promotion strategies aimed at customers are called push strategies. E. Sales promotion strategies aimed at marketing in- termediaries are called pull strategies. 149. Which of the following is an example of consumer-ori- E. Coupons ented sales promotion activity? A. Off-invoice allowances B. Promotional allowances C. Point-of-purchase displays D. Trade shows E. Coupons 150. Coupons, bonus packs, premiums, and samples are A. consumers. promotional offers that are targeted towards: A. consumers. B. retailers. C. wholesalers. D. salespeople. E. employees 151. Which of the following elements of the integrated E. Sales promo- marketing communications programs is designed to tion 38 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 provide an extra incentive to consumers to purchase a brand? A. Advertising B. Direct mail C. Public relations D. Price E. Sales promotion 152. Which of the following statements is true about the E. The rapid growth of direct marketing? technological ad- A. Direct marketing is being used as a promotional vancement of the media only after the invention of Internet. electronic media B. All the purchases being made with the use of credit and the Internet cards are as a result of direct marketing. has led to growth C. One of the major factors contributing to the suc- in direct market- cess of direct marketing is that so many Americans ing. are now 'time rich and money poor'. D. Increase in poverty has led to a rapid increase in direct marketing. E. The rapid technological advancement of the elec- tronic media and the Internet has led to growth in direct marketing. 153. Which of the following is an example of direct-re- C. The Internet sponse media? A. Billboards B. Place-based media C. The Internet D. Product placement E. Guerrilla media 154. Direct marketing: D. can generate A. is not a useful tool for a company that is using an immediate behav- integrated marketing communications plan. ioral response. B. seeks the same objectives as advertising, sales promotion, and personal selling strategies in an IMC plan. C. is one of the slowest growing forms of promotion in terms of dollar expenditures. 39 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 D. can generate immediate behavioral response. E. cannot be combined with other forms of promo- tional media. 155. A marketer of supercomputers would recruit individ- A. expertise. uals with backgrounds in computer science and en- gineering to work as salespeople in order to ensure its sales force has high levels of: A. expertise. B. trustworthiness. C. attractiveness. D. attention. E. yielding. 156. According to the persuasion matrix, which of the fol- C. Comprehen- lowing is a dependable variable of the communica- sion tions model? A. Source B. Message C. Comprehension D. Channel E. Type of message appeal 157. The _____ is a planning tool that can be used by B. persuasion ma- marketers to consider how controllable elements of trix the communications process interact with the con- sumers' response process. A. dissonance/attribution model B. persuasion matrix C. AIDA model D. response model E. elaboration likelihood model (ELM) 158. Putting thoughts, ideas or information together in A. encoding. symbolic form is called: A. encoding. B. deciphering. C. shaping. D. flighting. E. decoding. 40 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 159. According to Abraham Maslow's hierarchy of needs, A. physiological the basic level of needs is: needs. A. physiological needs. B. social needs. C. self-actualization needs. D. esteem needs. E. safety needs. 160. The Hierarchy of needs theory was popularized by: D. Abraham A. Sigmund Freud Maslow B. Sigmund Maslow C. Consumer Healthcare Products Association D. Abraham Maslow E. James Vicary 161. _____ generally occurs during the first stage in the C. Problem recog- consumer decision making process. nition A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation 162. Direct-marketing agencies, sales promotion agencies D. specialized and public relations firms are examples of: marketing com- A. different types of advertising agencies. munication ser- B. media organizations. vices. C. collateral services. D. specialized marketing communication services. E. in-house agencies. 163. A(n) ______ primary function is to provide informa- C. media's tion or entertainment to its audience. A. client's B. advertising agency's C. media's D. customer's E. advertiser's 41 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 164. From the perspective of a promotional planner, the C. provide an primary purpose of most media is to: environment for A. provide information or entertainment to their sub- the firm's mar- scribers, viewers, or readers. keting communi- B. assume major responsibility for developing the cations message. marketing program. C. provide an environment for the firm's marketing communications message. D. help the company understand the marketplace. E. provide the funds that pay for advertising and pro- motions. 165. The market segmentation process: B. divides a mar- A. divides a market into distinct groups that have ket into distinct heterogeneous needs. groups that will re- B. divides a market into distinct groups that will re- spond similarly to spond similarly to marketing actions. marketing actions. C. offers one version of the product to all markets. D. identifies markets with unfulfilled needs. E. positions products in the minds of prospects and customers. 166. The first step in the target marketing process is to: C. determine A. develop positioning strategies. whether to use a B. request government approval. market segmenta- C. determine whether to use a market segmentation tion strategy or strategy or a mass marketing strategy. a mass marketing D. identify markets with unfulfilled needs. strategy. E. develop new products. 167. _____ is the sum of all points of encounter or contact B. Brand identity that consumers have with the brand, and it extends beyond the experience or outcome of using it. A. Touch point B. Brand identity C. Marketing mix D. Customization E. Interactive marketing 168. 42 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 To respond to media fragmentation, marketers are C. micromarket- moving away from mass marketing and engaging in: ing. A. mass media communication. B. television advertising. C. micromarketing. D. mass production. E. relationship management. 169. The goal of an integrated marketing communications A. have all of program is to: a company's mar- A. have all of a company's marketing and promotional keting and pro- activities project a consistent unified image to its motional activities customers. project a consis- B. control all facets of a product's distribution. tent unified image C. communicate with customers primarily through to its customers. advertising. D. have complete control over all the channel partners in the distribution channel. E. create a brand image so strong that it destroys all of its competition. 170. _____ has been described as one of the "new-gen- C. Integrated Mar- eration" marketing approaches being used by com- keting Communi- panies to better focus their efforts in acquiring, re- cations taining, and developing relationships with customers and other stakeholders. A. Marketing Mix B. Promotion C. Integrated Marketing Communications D. Mass media advertising E. Mass marketing 171. Taco Bell launched the advertising campaign for its B. teaser Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague chal- lenges to one another. This is an example of _____ advertising. A. reminder B. teaser 43 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 C. transformational D. favorable price appeal E. news appeal 172. Skyy Vodka's use of cinematic-inspired cocktail mo- A. image advertis- ments created marketing success through: ing A. image advertising B. television infomercials C. CEO spokesperson press releases D. banner advertising E. rational advertising 173. The _____ is the manner in which an advertising B. creative execu- idea is turned into a message and presented to con- tion style sumers. A. advertising appeal B. creative execution style C. rational appeal D. emotional appeal E. big idea 174. A(n) _____ refers to the approach used in an adver- D. advertising ap- tisement to elicit some consumer response or influ- peal; creative exe- ence feeling. The way this approach is turned into an cution style advertising message is the ____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning 175. During which stage of the consumer decision-making B. Alternative eval- process are evoked sets and evaluative criteria rele- uation vant? A. Problem recognition B. Alternative evaluation C. Information search D. Purchase decision E. Postpurchase evaluation 44 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 176. _____ is the immediate, direct response of the senses C. Sensation to stimuli like the smell of coffee, the feel of an ocean breeze, and the taste of chocolate. A. Perception B. Attitudinal adjustment C. Sensation D. Perception retrieval E. Evocation 177. If one subscribes to the theory that "sex sells," which B. Psychoanalyti- of the following cal theory theories would best support this position? A. Operant conditioning B. Psychoanalytical theory C. Postmodernist theory of consumer behavior D. Cognitive theory E. Classical conditionin 178. Which of the following is an example of a marketing B. In return exchange? for painting her A. Jenny asked Melisa if she could borrow her pen for fence, Mrs. Mal- a while since her pen had stopped working oney gave Larry a B. In return for painting her fence, Mrs. Maloney gave box of homemade Larry a box of homemade fudge. fudge. C. Griffin helped Mandy replace the air filter in her lawn mower. D. Ken and Maggie gave their son an MP3 player for his birthday. E. The waitress gave Cyrus a menu, and he placed his food order. 179. Division of the market based on age, sex, family E. demographic size, income, and other measurable characteristics is segmentation known as: A. quantified aggregation B. undifferentiated marketing C. lifestyle aggregation D. psychographic segmentation E. demographic segmentation 45 / 46  MKT304 by Dan Chu Be HÍc trñc tuy¿n t¡i https://quizlet.com/_fnkne9 180. Because of the medium's ability to tum informa- C. newspapers tion around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in __ to re- spond to natural disasters such as earthquakes or hurricanes. A. television B. magazines C. newspapers D. radio 46 / 46