MAR 3023 FINAL EXAM 2 QUESTIONS & ANSWERS 2024/2025
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MAR 3023
MAR 3023 FINAL EXAM 2 QUESTIONS & ANSWERS 2024/2025
"Profiling" refers to: - ANSWERSan 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?...
MAR 3023 FINAL EXAM 2 QUESTIONS &
ANSWERS 2024/2025
"Profiling" refers to: - ANSWERSan 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? - ANSWERSselective 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: - ANSWERSevoked set or consideration set
Which of the following types of marketing involves marketers sending out letters, brochures, samples,
and DVDs to consumers' address? - ANSWERSdirect-mail marketing
Which of the following is a deception or fraud concern for Internet users and marketers? -
ANSWERSphishing, malware, cyber spying and spyware
Home Depot and PetSmart are examples of ________. - ANSWERScategory killers
________ and ________ do not take title to goods, and they perform only a few channel functions. -
ANSWERSBrokers; agents
Audience quality, audience engagement, and editorial quality are most likely to be considered when a
media planner ________. - ANSWERSselects a media vehicle
Coca-Cola cups prominently featured on episodes of American Idol are an example of ________. -
ANSWERSproduct placement
A premium promotion refers to: - ANSWERSgiving a free gift with purchase
, What is the name given to the text or the verbal part of an advertisement? - ANSWERScopy
Beside cost, what is the main advantage of using publicity in the promotional mix? - ANSWERSit is
perceived as being objective or having more credibility
What is Derived Demand? - ANSWERSIndustrial demand that is created by consumer demand
Comparative ads: - ANSWERSCompare the strengths and weaknesses of two or more brands
A story board that is used when developing an advertisement for TV: - ANSWERSIs 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? - ANSWERSthe 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)? - ANSWERSFeedback, question, answer, confirm
When a prospect exhibits skepticism, the salesperson should solve this objection with: - ANSWERSa
proof source
How does a pre-test potentially bias a respondent in an advertising simulation/test? - ANSWERSWhen 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: - ANSWERSAsking a respondent what is the first brand they think of for a
product/service category
Power in distribution channels is determined by: - ANSWERSThe 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
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