marketing new quiz

1)

Successful communication depends on

(5pts)

the nature of the message

the interpretation of the message by the audience

the environment in which a message is received

the receiver's perception of the source of the message

all of the above

2)

Which of the following is NOT a controllable variable in the communications process?

(5pts)

senders

source

message

channel

receivers

3)

To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers, Lever Brothers could use:

(5pts)

life style research

cognitive response research

involvement research

semiotic analysis

common ground research

4)

Which of the following is an example of a personal channel of communication?

(5pts)

salesperson

newspaper

radio

magazines

television

5)

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising.  The extremely attractive and talented English-born actress is used because she is more likely to attract the attention of potential consumers of mobile phones.  In terms of the response stages of the persuasion matrix, the mobile phone company is trying to influence:

(5pts)

retention

channels

attention

presentation

behavior

6)

Source attractiveness leads to persuasion through a process of:

(5pts)

internalization

identification

compliance

repositioning

comprehension

7)

Which of the follwoing is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?

(5pts)

professional golfer Arnold Palmer endorsing Pennzoil motor oil

former boxer George Foreman endorsing Meineke automobile repair service

actress Catherine Zeta-Jones endorsing a mobile phone service

model Cindy Crawford endorsing Revlon cosmetics

racecar driver Ward Burton endorsing Ferris brand lawn mowers

8)

Before setting objectives for advertising and promotion, an organization should:

(5pts)

conduct a situation analysis to identify marketing and promotional issues facing the firm

develop its media objectives

develop creative objectives

develop communication goals

create a creative mission statement

9)

________objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment.

(5pts)

Sales

Marketing

Communication

Advertising

Organizational

10)

Direct-response advertisers generally set objectives and measure success in terms of:

(5pts)

brand awareness

brand attitudes

purchase intentions

sales response generated by an ad

brand equity

11)

For which of the following advertising communication tasks should the specified time period required be the longest?

(5pts)

creating brand awareness

increasing brand awareness levels

creating knowledge regarding a brand attribute

increasing knowledge levels about a brand attribute

repositioning a brand

12)

_____is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

(5pts)

Consumer brainstorming

General preplanning input

Perceptual mapping

Problem detection

Market profiling

13)

Psychographic studies are used by advertising agencies to:

(5pts)

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

14)

_____research involves anthropologists or other types of trained researchers observing consumers in their natural environments.

(5pts)

Psychographic

Internalization

Demographic

Sociocultural

Ethnographic

15)

Which of the following statements about feature appeals is true?

(5pts)

Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.

Feature appeals are never used for technical and high-involvement products.

Feature appeals can be used for advertising a product but not a service.

Feature appeals never focus on attributes or benefits that are important to consumers.

All of the above statements about feature appeals are true.

16)

The Glad trash bag campaign, which used the slogan "Don't get mad.  Get Glad", tells the reader Glad trash bags are twice as thick as the leading volume bag.  Glad uses a(n)_____appeal.

(5pts)

emotional

competitive advantage

fear

favorable

transformational

17)

Advertisers create emotional advertising appeals by:

(5pts)

using humorous advertisements

using sexual appeals

using transformational advertising

creating favorable mood states

doing all of the above

18)

Research shows consumers perceive Miller beer as strong, bold, and adventurous.  This is an example of how consumers assign a_____to a brand.

(5pts)

product rank

personality

product features

unique selling proposition

market rank

19)

Media options include:

(5pts)

television

direct marketing

newspapers

transit advertising

all of the above

20)

______is the measure of the number of different audience members exposed at least once to a media vehicle.

(5pts)

Frequency

Reach

Viewer number

Coverage

Exposure