"Profiling" refers to: correct answers an attempt to identify the distinguishing characteristics of a group
Which of the following means that consumers do not remember all the information they see, read, or hear even minutes after exposure to it? correct answers selective retention
The group ...
MAR 3023 FINAL EXAM || All Correct.
"Profiling" refers to: correct answers an attempt to identify the distinguishing characteristics of a
group
Which of the following means that consumers do not remember all the information they see,
read, or hear even minutes after exposure to it? correct answers selective retention
The group of brands that a consumer would consider acceptable from among all the brands in the
product class of which he or she is aware is the: correct answers evoked set or consideration set
Which of the following types of marketing involves marketers sending out letters, brochures,
samples, and DVDs to consumers' address? correct answers direct-mail marketing
Which of the following is a deception or fraud concern for Internet users and marketers? correct
answers phishing, malware, cyber spying and spyware
Home Depot and PetSmart are examples of ________. correct answers category killers
________ and ________ do not take title to goods, and they perform only a few channel
functions. correct answers Brokers; agents
Audience quality, audience engagement, and editorial quality are most likely to be considered
when a media planner ________. correct answers selects a media vehicle
Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.
correct answers product placement
A premium promotion refers to: correct answers giving a free gift with purchase
What is the name given to the text or the verbal part of an advertisement? correct answers copy
Beside cost, what is the main advantage of using publicity in the promotional mix? correct
answers it is perceived as being objective or having more credibility
What is Derived Demand? correct answers Industrial demand that is created by consumer
demand
Comparative ads: correct answers Compare the strengths and weaknesses of two or more brands
A story board that is used when developing an advertisement for TV: correct answers Is a written
script for the ad, Depicts a sequence of major scenes with pictures/drawing and captions and Is a
detailed planning tool
In advertising, what is frequency? correct answers the number of times someone sees an ad.
, What are the four recommended steps to handling an "Objection" (i.e., when a
customer/[prospect says no to a salesperson)? correct answers Feedback, question, answer,
confirm
When a prospect exhibits skepticism, the salesperson should solve this objection with: correct
answers a proof source
How does a pre-test potentially bias a respondent in an advertising simulation/test? correct
answers When a respondent is questioned about a product or service their senses are enhanced
regarding future exposure (perhaps for an hour or more) and if the ad is presented immediately
following the pre-test, then bias is likely to result.
Share of mind means: correct answers Asking a respondent what is the first brand they think of
for a product/service category
Power in distribution channels is determined by: correct answers The percentage of your
business the supplier or customer represents and the percentage of their business you represent;
Your ease of replacing the other channel member (what are your alternatives); Their ease of
replacing you (what are their alternatives); and The asset specific investments by you and the
asset specific investments by them
Markdown % = correct answers Dollar Amount of Markdown / Original Price
If you want to exploit consumer who are unwilling to incur search costs and you want to reward
consumers willing to incur search costs, then what type of pricing strategy should you use?
correct answers Random discounting
What is the difference between image and premium pricing? correct answers Image pricing
higher prices for products with no product differentiation other than the branding and packaging
(wine), while premium pricing uses higher prices for products that are superior with performance
and/or design (Lexus - Toyota).
What is the difference between Two-Part and Captive Market pricing? correct answers Captive
Market pricing uses higher prices for additional optional products and service after an initial
purchase (Disneyland food), while Two-Part pricing uses higher prices for products after an
initial discounted purchase for semi-required additional purchases (HP printer-HP Ink or Xbox
console-Xbox games).
A stratified random sample is: correct answers A probability sample constructed to represent
randomly selected sub-samples of different groups within the total sample.
Arlene saw a supermarket ad featuring a pilgrim salt and pepper set. Although the ad was for
Publix, Arlene thought the ad was for her favorite supermarket, Whole Foods. This is an example
of: correct answers selective distortion
Changing a product's image in consumers' minds is called: correct answers repositioning
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