Alavert Advertising Strategy
1. Question : The tremendous growth in advertising and promotion throughout the world is due to:
Student Answer: a redefining of the term marketing
the growth of the U.S. and global economies
the lack of print and broadcast media in many nations
the tremendous growth in the number of advertising agencies worldwide
2. Question : One of the major tools of direct marketing is ______ advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
Student Answer: Direct-response
Primary-demand
Business-to-business
Trade
3. Question : One of the primary advantages inherent in the use of publicity …show more content…
is its:
Student Answer: Ability to be personalized
Credibility
Almost non-existent variable costs
Tangibility
4.
Question : There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes that the fact that it dissolves and enters the system more quickly than other brands will create a:
Student Answer: Market aggregation
Market segment
Competitive advantage
Market strength
5. Question : A brand's market position refers to its:
Student Answer: Relative market share
Location on store shelves
Image
Distribution intensity
6. Question : Whether a company decides to employ a push or pull strategy is directly influenced by:
Student Answer: the company's relationship with the trade
existing supplies of the firm's products
the amount of money budgeted for marketing research
the company's mission statement
7. Question : The ______ is the major participant in the integrated marketing communications process whose primary function is to provide information or entertainment to an audience.
Student Answer: Client
Advertising agency
Media …show more content…
Customer
8. Question : A(n) _______ is an individual who specializes in helping clients choose their advertising agencies.
Student Answer: Media specialist
Ad agency review consultant
Account representative
Brand manager
9. Question : Marketing research firms:
Student Answer: seldom conduct qualitative research for ad agencies
are one of the most widely used types of collateral services
are actually classified as data warehouses because of their relations with ad agencies are not typically used by ad agencies
10. Question : _______ is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.
Student Answer: Marketing
Exchange
Consumer behavior
Conspicuous consumption
11. Question : Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through:
Student Answer: Motive stimulation
Subliminal perception
Integration processes
Cognitive dissonance
12. Question : Reference groups to which one would like to belong are called _____ groups.
Student Answer: Aspirational
Disassociative
Evoked
Acquisitive
13. Question : Which of the following is NOT a controllable variable in the communication process?
Student Answer: Senders
Source
Message
Receivers
14. Question : Negative thoughts about a spokesperson in an ad are called:
Student Answer: Source derogations
Counterarguments
Source bolsters
Source blockages
15. Question : According to the persuasion matrix, which of the following is NOT a controllable communication component?
Student Answer: Source
Message
Comprehension
Channel
16. Question : Information from ads presented in the broadcast media is:
Student Answer: Externally paced
Self-paced
Visual only
Controlled by the message sender
17. Question : The concept of advertising expenditures producing long term as well as immediate results is known as:
Student Answer: the carry-over effect
the communication effect
the low-involvement effect
the halo effect
18. Question : _____ is the difference between total revenue generated by a brand and its total variable costs.
Student Answer: Aggregated cost
Contribution margin
Promotional result
Net worth
19. Question : No matter which model of the creative processes you use, the last step in the creative process is:
Student Answer: Resolution
Illumination
Verification
Market evaluation
20. Question : A(n) _______ is a series of advertising messages in a variety of media that center on a single theme or idea.
Student Answer: Copy platform
Advertising campaign
Unique proposition
Creative blueprint
21. Question : There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are:
Student Answer: preparation, brainstorming, growth, reality check, and verification
immersion, testing, illumination, creation, and verification
immersion, digestion, incubation, illumination, verification
preparation, incubation, immersion, illumination, and reality check
immersion, brainstorming, incubation, creation, and reality check
22. Question : Psychographic studies are used by advertising agencies to:
Student Answer: identify age, educational level, and ethnic background of the target audience provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message determine how to allocate the advertising budget
understand specific consumption problems consumers encounter with various products and services do all of the above
23. Question : _____ are NOT one of the major participants in the integrated marketing communications process.
Student Answer: Advertising agencies
Advertisers or clients
Media organizations
Public relations firms
New-product development firms
24. Question : An advertising agency works with its clients under a traditional commission system compensation arrangement. The agency places a 30-second spot for one of its clients on an episode of Friends, which costs $500,000. A reasonable estimate of the agency's commission on this space buy is:
Student Answer: $15,000
$30,000
$45,000
$75,000
$80,000
25. Question : Advertising campaign themes:
Student Answer: are always tactical in nature and design
set the tone or direction for all of the individual ads that make up the campaign are typically designed by the client and implemented by the agency
are usually used for ads that run in only one type of media vehicle
are accurately described by all of the above
26. Question : The creative strategy is affected by:
Student Answer: the identification of the target audience
the basis problems, issues, or opportunities that advertising needs to address the major selling ideas that the advertising needs to communicate
any information supporting the major selling ideas that needs to be included in the ads all of the above
27. Question : As more companies adopt the integrated marketing communications approach to their advertising and promotions,:
Student Answer: they are increasing their reliance on mass media advertising and paying full commissions to agencies they are reducing their reliance on mass media advertising and changing their agency compensation system they are likely to move totally to cost-plus compensation systems
incentive systems are becoming less important in compensating agencies none of the above is occurring
28. Question : Probably the most effective way for an agency to acquire new business is through:
Student Answer: its image and reputation
its public relations effort
solicitations
referrals
its pricing strategy
29. Question : A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by:
Student Answer: arbitrary allocation
the objective and task method
competitive parity
an S-shaped response
rapidly diminishing returns
30. Question : Which of the following is NOT a factor that typically influences the budget allocation decision?
Student Answer: client/agency policies
market size
market potential
the ad agency's organizational structure
economies of scale in advertising
31. Question : Which of the following statements about the development of interactive media is true?
Student Answer: Many traditional advertising agencies have developed interactive media capabilities. Many marketers are using specialized firms with expertise in the area to develop their interactive messages. As the importance of the Internet as a marketing tool increases, more companies are likely to be relying on interactive agencies. Advertising agencies have the capability to develop interactive media for their clients. All of the above statements about the development of interactive media are true.
32. Question : As the family sat at the dinner table, son Kent asked for a puppy. His request was immediately seconded by his sister Jeanine. Their mother asked who would care for the puppy while the father sat in his chair shaking his head. Which of the following statements describes the roles family members played in this decision-making process?
Student Answer: Kent, Jeanine, and mother acted as initiators.
Kent and Jeanine were initiators, and the mother was the decision maker. Jeanine was the initiator, Kent was the consumer, and the mother was the influencer. Jeanine and Kent planned to be the consumers until their father assumed the role of decision maker. The only person who did not have a role in the family decision making process in the mother.
33.
Question : The print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior?
Student Answer: psychoanalytical theory
cognitive theory
reinforcement theory
affective modeling
operant conditioning
34. Question : When Sunkist introduced Almond Accents, a topping for everything from salads to casseroles, the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition, consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America. The use of these promotional tools is a good example of the application of:
Student Answer: classical conditioning theory
shaping procedures
cognitive learning theory
intermittent reinforcement
attitude modification
theory
35. Question : In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The name change reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have used as part of this repositioning strategy is true?
Student Answer: The communications objectives established with this strategy would need to be abstract. It would be impossible for the company to have any benchmark measures for determining whether it reached its communications objectives. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness. The target audience could not be specifically defined in the communications objective. Quantitative benchmarks would be impossible due to the fact the Altria Group markets new products.
36. Question : Advertising creative people might oppose the DAGMAR approach to setting objectives because it:
Student Answer: inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign requires that speculative presentations be created and used to set benchmark measures is only successful if it produces the desired sales results
does not provide any type of communication guidelines
is too concerned with qualitative assessments of the finished campaign
37. Question : Why are principles of operant conditioning useful in the development of promotional strategies?
Student Answer: The principles of operant conditioning explain the cognitive processes that mediate a consumer's response to advertising. The principles of operant conditioning show that experiences with products provide reinforcements that affect future purchase behaviors. The principles of operant conditioning explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. The principles of operant conditioning explain consumer behavior in both high and low involvement situations. The principles of operant conditioning explains how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.
38. Question : David Pruitt owns several rental apartments. Having tried some other appliance brands in his apartments and been dissatisfied with their short life span, Pruitt will now only purchase Maytag brand appliances to go into his apartments. Pruitt's repeat purchases of Maytag appliances indicate:
Student Answer: the existence of cognitive dissonance
the absence of any affect referral decision rule
strong brand loyalty
extensive decision making and strong psychosocial consequences
a lack of evaluative criteria
39. Question : Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized they wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model.
Student Answer: AIDA
hierarchy of effects
innovation-adoption
adoption response
diffusion rate
40. Question : Which of the following response hierarchy models depicts consumers as going through the stages of attention àcomprehension à yielding àretention àbehavior?
Student Answer: the AIDA model
the hierarchy of effects model
the innovation adoption model
the information processing model
the integrated information response model
41. Question : Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
Student Answer: cognitive
affective
behavioral
motivational
learning
42. Question : Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.
Student Answer: products characterized by a low-involvement response hierarchy
products characterized by high-involvement response hierarchy
consumer durables that require detailed information
services where differentiation is important
products to the business-to-business market
43. Question : The various models of the ways consumers respond to advertising and other forms of marketing communication show that:
Student Answer: consumers are generally highly involved in the response process and engage in active information processing consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations at no time can consumers develop brand preferences primarily on the basis of their direct experiences with a product none of the above is true
44. Question : One way a supermarket can make its ads seem more trustworthy is to:
Student Answer: show customers talking about the supermarket on hidden cameras
hire attractive actors and actresses who look like people wished they looked use cartoon characters in humorous shopping experiences
use loud music or an unsettling color combination
do none of the above
45. Question : The owner of the Shane Company, a jewelry retail chain, is the voiceover on all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying jewelry. Because he is a recognized as a professional jewelry expert, his appearance in his company's ads can enhance the ads' source:
Student Answer: credibility
attractiveness
power
recognizability
likability
46. Question : A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?
Student Answer: power
compliance
expertise
similarity
attractiveness
47. Question : For which of the following products would a marketer be likely to find the use of a physically attractive model to be most effective?
Student Answer: cattle feed
bricks
azalea bushes
biscuit mix
lipstick
48. Question : According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?
Student Answer: "Increase product users to 40 percent of the total market."
"Win new customers and increase sales volume by 15 percent."
"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent." "Increase awareness of the brand."
"Increase sales revenue by 10 percent."
49. Question : According to DAGMAR, advertising objectives should be written in measurable terms that specify:
Student Answer: a communications task, a target market, a benchmark starting point, a time period, and degree of change sought a budget, a message strategy, a media plan, and the degree of carryover effect desired the reach, frequency, and point of wearout for advertising messages
the purchase motives, demographic composition, and buying habits of the target market sales potentials, market share, return on investment, and budget forecasts
50. Question : From the perspective of a product manager, a commercial is likely to be judged as creative if it:
Student Answer: is novel and innovative
has a high level of artistic or aesthetic value
communicates the message clearly and leaves favorable impressions among the target audience wins creative awards
is unlike anything currently in the marketplace
Student Answer: a redefining of the term marketing
the growth of the U.S. and global economies
the lack of print and broadcast media in many nations
the tremendous growth in the number of advertising agencies worldwide
2. Question : One of the major tools of direct marketing is ______ advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
Student Answer: Direct-response
Primary-demand
Business-to-business
Trade
3. Question : One of the primary advantages inherent in the use of publicity …show more content…
is its:
Student Answer: Ability to be personalized
Credibility
Almost non-existent variable costs
Tangibility
4.
Question : There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes that the fact that it dissolves and enters the system more quickly than other brands will create a:
Student Answer: Market aggregation
Market segment
Competitive advantage
Market strength
5. Question : A brand's market position refers to its:
Student Answer: Relative market share
Location on store shelves
Image
Distribution intensity
6. Question : Whether a company decides to employ a push or pull strategy is directly influenced by:
Student Answer: the company's relationship with the trade
existing supplies of the firm's products
the amount of money budgeted for marketing research
the company's mission statement
7. Question : The ______ is the major participant in the integrated marketing communications process whose primary function is to provide information or entertainment to an audience.
Student Answer: Client
Advertising agency
Media …show more content…
Customer
8. Question : A(n) _______ is an individual who specializes in helping clients choose their advertising agencies.
Student Answer: Media specialist
Ad agency review consultant
Account representative
Brand manager
9. Question : Marketing research firms:
Student Answer: seldom conduct qualitative research for ad agencies
are one of the most widely used types of collateral services
are actually classified as data warehouses because of their relations with ad agencies are not typically used by ad agencies
10. Question : _______ is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.
Student Answer: Marketing
Exchange
Consumer behavior
Conspicuous consumption
11. Question : Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through:
Student Answer: Motive stimulation
Subliminal perception
Integration processes
Cognitive dissonance
12. Question : Reference groups to which one would like to belong are called _____ groups.
Student Answer: Aspirational
Disassociative
Evoked
Acquisitive
13. Question : Which of the following is NOT a controllable variable in the communication process?
Student Answer: Senders
Source
Message
Receivers
14. Question : Negative thoughts about a spokesperson in an ad are called:
Student Answer: Source derogations
Counterarguments
Source bolsters
Source blockages
15. Question : According to the persuasion matrix, which of the following is NOT a controllable communication component?
Student Answer: Source
Message
Comprehension
Channel
16. Question : Information from ads presented in the broadcast media is:
Student Answer: Externally paced
Self-paced
Visual only
Controlled by the message sender
17. Question : The concept of advertising expenditures producing long term as well as immediate results is known as:
Student Answer: the carry-over effect
the communication effect
the low-involvement effect
the halo effect
18. Question : _____ is the difference between total revenue generated by a brand and its total variable costs.
Student Answer: Aggregated cost
Contribution margin
Promotional result
Net worth
19. Question : No matter which model of the creative processes you use, the last step in the creative process is:
Student Answer: Resolution
Illumination
Verification
Market evaluation
20. Question : A(n) _______ is a series of advertising messages in a variety of media that center on a single theme or idea.
Student Answer: Copy platform
Advertising campaign
Unique proposition
Creative blueprint
21. Question : There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are:
Student Answer: preparation, brainstorming, growth, reality check, and verification
immersion, testing, illumination, creation, and verification
immersion, digestion, incubation, illumination, verification
preparation, incubation, immersion, illumination, and reality check
immersion, brainstorming, incubation, creation, and reality check
22. Question : Psychographic studies are used by advertising agencies to:
Student Answer: identify age, educational level, and ethnic background of the target audience provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message determine how to allocate the advertising budget
understand specific consumption problems consumers encounter with various products and services do all of the above
23. Question : _____ are NOT one of the major participants in the integrated marketing communications process.
Student Answer: Advertising agencies
Advertisers or clients
Media organizations
Public relations firms
New-product development firms
24. Question : An advertising agency works with its clients under a traditional commission system compensation arrangement. The agency places a 30-second spot for one of its clients on an episode of Friends, which costs $500,000. A reasonable estimate of the agency's commission on this space buy is:
Student Answer: $15,000
$30,000
$45,000
$75,000
$80,000
25. Question : Advertising campaign themes:
Student Answer: are always tactical in nature and design
set the tone or direction for all of the individual ads that make up the campaign are typically designed by the client and implemented by the agency
are usually used for ads that run in only one type of media vehicle
are accurately described by all of the above
26. Question : The creative strategy is affected by:
Student Answer: the identification of the target audience
the basis problems, issues, or opportunities that advertising needs to address the major selling ideas that the advertising needs to communicate
any information supporting the major selling ideas that needs to be included in the ads all of the above
27. Question : As more companies adopt the integrated marketing communications approach to their advertising and promotions,:
Student Answer: they are increasing their reliance on mass media advertising and paying full commissions to agencies they are reducing their reliance on mass media advertising and changing their agency compensation system they are likely to move totally to cost-plus compensation systems
incentive systems are becoming less important in compensating agencies none of the above is occurring
28. Question : Probably the most effective way for an agency to acquire new business is through:
Student Answer: its image and reputation
its public relations effort
solicitations
referrals
its pricing strategy
29. Question : A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by:
Student Answer: arbitrary allocation
the objective and task method
competitive parity
an S-shaped response
rapidly diminishing returns
30. Question : Which of the following is NOT a factor that typically influences the budget allocation decision?
Student Answer: client/agency policies
market size
market potential
the ad agency's organizational structure
economies of scale in advertising
31. Question : Which of the following statements about the development of interactive media is true?
Student Answer: Many traditional advertising agencies have developed interactive media capabilities. Many marketers are using specialized firms with expertise in the area to develop their interactive messages. As the importance of the Internet as a marketing tool increases, more companies are likely to be relying on interactive agencies. Advertising agencies have the capability to develop interactive media for their clients. All of the above statements about the development of interactive media are true.
32. Question : As the family sat at the dinner table, son Kent asked for a puppy. His request was immediately seconded by his sister Jeanine. Their mother asked who would care for the puppy while the father sat in his chair shaking his head. Which of the following statements describes the roles family members played in this decision-making process?
Student Answer: Kent, Jeanine, and mother acted as initiators.
Kent and Jeanine were initiators, and the mother was the decision maker. Jeanine was the initiator, Kent was the consumer, and the mother was the influencer. Jeanine and Kent planned to be the consumers until their father assumed the role of decision maker. The only person who did not have a role in the family decision making process in the mother.
33.
Question : The print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior?
Student Answer: psychoanalytical theory
cognitive theory
reinforcement theory
affective modeling
operant conditioning
34. Question : When Sunkist introduced Almond Accents, a topping for everything from salads to casseroles, the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition, consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America. The use of these promotional tools is a good example of the application of:
Student Answer: classical conditioning theory
shaping procedures
cognitive learning theory
intermittent reinforcement
attitude modification
theory
35. Question : In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The name change reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have used as part of this repositioning strategy is true?
Student Answer: The communications objectives established with this strategy would need to be abstract. It would be impossible for the company to have any benchmark measures for determining whether it reached its communications objectives. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness. The target audience could not be specifically defined in the communications objective. Quantitative benchmarks would be impossible due to the fact the Altria Group markets new products.
36. Question : Advertising creative people might oppose the DAGMAR approach to setting objectives because it:
Student Answer: inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign requires that speculative presentations be created and used to set benchmark measures is only successful if it produces the desired sales results
does not provide any type of communication guidelines
is too concerned with qualitative assessments of the finished campaign
37. Question : Why are principles of operant conditioning useful in the development of promotional strategies?
Student Answer: The principles of operant conditioning explain the cognitive processes that mediate a consumer's response to advertising. The principles of operant conditioning show that experiences with products provide reinforcements that affect future purchase behaviors. The principles of operant conditioning explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. The principles of operant conditioning explain consumer behavior in both high and low involvement situations. The principles of operant conditioning explains how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.
38. Question : David Pruitt owns several rental apartments. Having tried some other appliance brands in his apartments and been dissatisfied with their short life span, Pruitt will now only purchase Maytag brand appliances to go into his apartments. Pruitt's repeat purchases of Maytag appliances indicate:
Student Answer: the existence of cognitive dissonance
the absence of any affect referral decision rule
strong brand loyalty
extensive decision making and strong psychosocial consequences
a lack of evaluative criteria
39. Question : Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized they wanted to own one. They used their credit card to order a mattress and to pay for its delivery to their home. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model.
Student Answer: AIDA
hierarchy of effects
innovation-adoption
adoption response
diffusion rate
40. Question : Which of the following response hierarchy models depicts consumers as going through the stages of attention àcomprehension à yielding àretention àbehavior?
Student Answer: the AIDA model
the hierarchy of effects model
the innovation adoption model
the information processing model
the integrated information response model
41. Question : Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process.
Student Answer: cognitive
affective
behavioral
motivational
learning
42. Question : Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective.
Student Answer: products characterized by a low-involvement response hierarchy
products characterized by high-involvement response hierarchy
consumer durables that require detailed information
services where differentiation is important
products to the business-to-business market
43. Question : The various models of the ways consumers respond to advertising and other forms of marketing communication show that:
Student Answer: consumers are generally highly involved in the response process and engage in active information processing consumers never make purchase decisions based on a general awareness resulting from repetitive exposure to advertising the notion of a highly involved consumer who engages in active information processing and acts on the basis of higher-order beliefs and well-formed attitudes is appropriate for all purchase situations at no time can consumers develop brand preferences primarily on the basis of their direct experiences with a product none of the above is true
44. Question : One way a supermarket can make its ads seem more trustworthy is to:
Student Answer: show customers talking about the supermarket on hidden cameras
hire attractive actors and actresses who look like people wished they looked use cartoon characters in humorous shopping experiences
use loud music or an unsettling color combination
do none of the above
45. Question : The owner of the Shane Company, a jewelry retail chain, is the voiceover on all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying jewelry. Because he is a recognized as a professional jewelry expert, his appearance in his company's ads can enhance the ads' source:
Student Answer: credibility
attractiveness
power
recognizability
likability
46. Question : A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic?
Student Answer: power
compliance
expertise
similarity
attractiveness
47. Question : For which of the following products would a marketer be likely to find the use of a physically attractive model to be most effective?
Student Answer: cattle feed
bricks
azalea bushes
biscuit mix
lipstick
48. Question : According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective?
Student Answer: "Increase product users to 40 percent of the total market."
"Win new customers and increase sales volume by 15 percent."
"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent." "Increase awareness of the brand."
"Increase sales revenue by 10 percent."
49. Question : According to DAGMAR, advertising objectives should be written in measurable terms that specify:
Student Answer: a communications task, a target market, a benchmark starting point, a time period, and degree of change sought a budget, a message strategy, a media plan, and the degree of carryover effect desired the reach, frequency, and point of wearout for advertising messages
the purchase motives, demographic composition, and buying habits of the target market sales potentials, market share, return on investment, and budget forecasts
50. Question : From the perspective of a product manager, a commercial is likely to be judged as creative if it:
Student Answer: is novel and innovative
has a high level of artistic or aesthetic value
communicates the message clearly and leaves favorable impressions among the target audience wins creative awards
is unlike anything currently in the marketplace