7. _____ refers to situations where the ad contains execution elements that are meaningful to consumers.
A Animatic
B Brand-to-consumer relevance
C Stoyboard
D Ad-to-consumer relevance
E Elaboration ad
D
1. Marketing objectives that may be aided by ___________ activities include raisin...
7. _____ refers to situations where the ad contains execution elements that are
meaningful to consumers.
A Animatic
B Brand-to-consumer relevance
C Stoyboard
D Ad-to-consumer relevance
E Elaboration ad - ANSWER- D
1. Marketing objectives that may be aided by ___________ activities include
raising awareness, informing and educating, gaining understanding, building
tust, giving consumers a reason to buy, and motivating consumer acceptance
A public relations
B outdoor marketing
C sales promotion
D direct-response
E advertising - ANSWER- A
2. Which of the following media strategies is suitable for a new product with a
target audience concentrated in a well-defined market segment?
A One that emphasizes frequency rather than 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 - ANSWER- B
3. Marketing planning and reward systems may lead to an increase in the use of
sales promotion because sales promotions encourage:
A managers to use consumer-oriented sales promotion to meet long-tem
performance goals.
,B long-tem increased sales of the companies.
C the use of pice-oriented promotions to generate shot-tem sales.
D managers to use advertising to build brand equity - ANSWER- C
4. Generally, companies that develop Integrated Marketing Communications IMC
programs which do not contain specific objectives:
A will have too many benchmark measures against which the success or failure
of their programs can be assessed
B will never be successful.
C may find it difficult to facilitate coordination of the effects of various groups
working on a promotional campaign since the various groups may not
understand what goal they are working towards.
D will be able to save money since they won't spend too much time woying about
what they are tying to do.
E be more successful than companies that develop IMC programs with specific
objectives. - ANSWER- C
5. U.S. brands have become popular in many other European counties as well as
in Asia. Marketers attribute the ising popularity of many U.S.-made products to:
A the increased familiarity of foreign nationals with American culture, values, and
lifestyles.
B their superior quality.
C the low piece of the products.
D the centralized organizational approach adopted by most U.S companies.
E the increasingly ethnocentric attitude of the consumers around the world. -
ANSWER- A
6. Good creative strategy and execution can often be central to determining the
success of a product or service or reversing the fortunes of a struggling brand.
The reason is that:
A they want to win creative awards in order to respond to the intangibility and
homogeneity characteristics of service.
B they believe strongly in competitive paity.
C they know that good creative strategy and execution are often critical to the
success of a product or service.
D they realize marketing success is unrelated to their creative advetising effot.
E the development of good creative strategy is a science and is explained by
marketing research. - ANSWER- C
, 8. TV commercials often rely on the concept of _____, whereby they portray the
characters in the ad as entertaining, arousing, upbeat, and/or exciting that can
affect the emotions of consumers and put them in a favorable frame of mind.
A outcome integration.
B mood transfer.
C informational integration.
D emotional integration.
E rational integration - ANSWER- B
Which of the following statements about the role of magazines and newspapers
as advertising media vehicles is true?
a. None of the answers are correct.
b. Magazines generate most of their total revenue from advertising.
c. The advantages and disadvantages associated with the use of either
magazines or newspapers as advertising media vehicles are the same.
d. Special-interest magazines reach a very massive audience and are very
valuable for reaching general types of consumers or market segments
e. Both newspapers and magazines are generally considered high-involvement
media. - ANSWER- d
Why are organizations like KFC, Heinz Foods, Toys R Us, and Anheuser Busch
placing more emphasis on sales promotions than ever before?
A Because they want to use sales promotions rather than engage in pice wars.
B Because they are convinced that sales promotions can be used to build brand
equity more effectively and more quickly than other promotional mix elements.
C Because the use of sales promotions allows them to cut back and/or
completely eliminate the use of coupons.
D Because consumers have less time to shop.
E Because the use of allowances, deals, and premiums confuse consumers. -
ANSWER- B
Telemarketing and _________ are two methods of personal selling used to
generate sales.
A direct selling
B home shopping
C infomercials
D advertising - ANSWER- A
Suppot media can be broadly divided into
A. outdoor media and transit media.
B non traditional media and below-the-line media.
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