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MKT310 CMU Exam 2 questions and answers 2025
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MKT310 CMU Exam 2 questions and answers 2025
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MKT310 CMU Exam 2questions and answers 2025
Owners of Sun Buns, Incorporated, a new beach-
side California baker, want to make sure that
consumers are aware of their baked goods, but
they also want to persuade consumers that their
products are more nutritious than competitive
brands. Their ads will be designed to move
consumers from the awareness state of the
hierarchy-of-effects model to what stage? - answer
expectation
James Denton, the marketer for Denton Cheese,
distributed samples of a new cheese dish to
consumers in the hope that they will form positive
_____ about the product's performance, which will
then lead to further purchases. - answer beliefs
The _____ function refers to the relationship
between money invested in advertising and the
response, or output, of that investment in terms of
revenue generated. - answer sales-to-advertising
response
In using the objective-and-task method of
budgeting, Volkswagen determined that it had to
substantially increase consumer awareness of the
Golf and Jetta brand names. This would be included
, in which step of the budgeting process? - answer
establish specific advertising goals in terms of
measurable communication response
According to the hierarchy-of-effects model, the
advertiser's initial imperative is to _____. - answer
make people aware of the brand
Which unit of a full-service advertising agency is
charged with the task of selecting the best
advertising media for reaching the client's target
market, achieving ad objectives, and meeting the
budget? - answer media services
To distinguish advertising, which typically is
conveyed via print, TV, radio, the Internet, etc.,
from person-to-person forms of communication,
including personal selling and word of mouth, the
term _____ communication is used. - answer
mediated
Advertising's long-term role has been described as
"Strong advertising represents a deposit in the
brand equity bank." By "strong" is meant the
advertising _____. - answer is different, relevant,
held in high esteem, and memorable
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