ARE 136 Final
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
|
|
||||
|---|---|---|---|---|---|
| Integrated brand promotion (IBP) can be defined as: | show 🗑
|
||||
| The reality of today’s marketing, despite rapid change, centers around a strong emphasis on the | show 🗑
|
||||
| show | creating a perceived difference between the brand of one firm and the brand of a competitor.
🗑
|
||||
| By the late 1800s, manufacturers were developing brand names. This helped them | show 🗑
|
||||
| show | False
🗑
|
||||
| Pay for results, a payment scheme emerging in the advertising industry emphases the need for marketing research. | show 🗑
|
||||
| Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative and sometimes deceiving ads | show 🗑
|
||||
| Which of the following best describes primary demand? | show 🗑
|
||||
| show | unfair advertising
🗑
|
||||
| If firms decide to use comparison advertisements, they: | show 🗑
|
||||
| show | Emotional appeals
🗑
|
||||
| show | True
🗑
|
||||
| Advertisers of “controversial products” are in danger of deceiving the public when they attempt to show social responsibility, such as beer companies spending millions a year promoting responsible drinking. | show 🗑
|
||||
| show | True
🗑
|
||||
| show | psychological and socio-cultural.
🗑
|
||||
| show | An internal search
🗑
|
||||
| show | conducting an external search.
🗑
|
||||
| Which of the following is a difference between brand loyalty and a habit? | show 🗑
|
||||
| show | False
🗑
|
||||
| Shortly after Juan bought a truck, he began to doubt his purchasing decision and nervously questioned himself on whether the other trucks were better deals. The process Juan is experiencing is called an internal search. | show 🗑
|
||||
| show | True
🗑
|
||||
| What does T stand for in the term STP marketing? | show 🗑
|
||||
| What is a downside to adopting a heavy-user-focused segmentation plan? | show 🗑
|
||||
| What is the first step in STP marketing? | show 🗑
|
||||
| Which tool has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation? | show 🗑
|
||||
| When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market. | show 🗑
|
||||
| show | False
🗑
|
||||
| Any meaningful positioning strategy needs to include several broad elements in its message— including attention getting, variety, flexibility, and complexity. | show 🗑
|
||||
| When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n): | show 🗑
|
||||
| ______is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create. | show 🗑
|
||||
| An advantage offered by secondary data from government sources is that the information is: | show 🗑
|
||||
| ______ is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions. | show 🗑
|
||||
| Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight. | show 🗑
|
||||
| Google Groups and Facebook are good sources of secondary research data today. | show 🗑
|
||||
| show | creative abrasion.
🗑
|
||||
| Comparison ads try to demonstrate a brand’s ability to satisfy consumers by: | show 🗑
|
||||
| A hard-sell ad is most likely to create a(n)----------- in potential consumers. | show 🗑
|
||||
| An advertiser for gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending? | show 🗑
|
||||
| show | True
🗑
|
||||
| Fear-appeal ads can be successfully used in almost all product categories. | show 🗑
|
||||
| show | Digital media must synergize with traditional media to work effectively.
🗑
|
||||
| When comparing the cost of radio and television advertising, which of the following is true? | show 🗑
|
||||
| To be most effective, brands should leverage social media as a digital advertising opportunity that can target by | show 🗑
|
||||
| Which of the following is true of paid media? | show 🗑
|
||||
| show | False
🗑
|
||||
| show | True
🗑
|
||||
| The main advantage of magazines as a media choice is their audience selectivity, which can be based on demographics, lifestyle, or special interests. | show 🗑
|
||||
| Which of the objectives of promotion did all these activities have in common? | show 🗑
|
||||
| show | In-store sampling
🗑
|
||||
| Stacey is surprised to see that there was a toothbrush attached to the box of her favorite toothpaste. This is an example of a(n): | show 🗑
|
||||
| show | frequency program
🗑
|
||||
| show | False
🗑
|
||||
| show | True
🗑
|
||||
| show | False
🗑
|
||||
| show | be part of the entertainment that their target consumers enjoy.
🗑
|
||||
| Which of the following is a reason for brand builders to participate in various forms of event sponsorships? | show 🗑
|
||||
| In order to make the most of event sponsorships, marketers should not only establish media impressions, but also: | show 🗑
|
||||
| show | It would not exist without the marketer’s support.
🗑
|
||||
| show | False
🗑
|
||||
| The majority of the promotional funds spent on event sponsorships today go toward sporting events. | show 🗑
|
||||
| A brand’s pricing strategy is an essential part of the overall marketing plan. | show 🗑
|
||||
| show | target a mass audience.
🗑
|
||||
| show | marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
🗑
|
||||
| The task of any business is to ________. | show 🗑
|
||||
| show | consumers interpret ads in a way that makes sense to them individually and serves their needs.
🗑
|
||||
| show | creating a perceived difference between the brand of one firm and the brand of a competitor.
🗑
|
||||
| Which of the following is a major factor that gave rise to advertising? | show 🗑
|
||||
| show | how consumers should have a good time.
🗑
|
||||
| During which era did advertising become art? | show 🗑
|
||||
| An established manufacturer is being investigated by the FTC for claims that its oatmeal can prevent heart disease. Its executives are aware that if the claims are found to be false, the firm may receive the FTC’s most severe penalty, which involves: | show 🗑
|
||||
| show | Deception, particularly false or misleading statements
🗑
|
||||
| show | advertising allowances are given in the form of hidden price concessions.
🗑
|
||||
| Of the three entities regulating the advertising landscape, which one is the most effective? | show 🗑
|
||||
| show | 4As Creative Code
🗑
|
||||
| Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against? | show 🗑
|
||||
| The purpose behind all efforts at market segmentation is to identify the | show 🗑
|
||||
| show | target
🗑
|
||||
| show | positioning strategy.
🗑
|
||||
| Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase? | show 🗑
|
||||
| A top-of-mind brand is: | show 🗑
|
||||
| Brands that meet consumers' initial buying criteria are called the ________ set. | show 🗑
|
||||
| Integrated brand promotion (IBP) is | show 🗑
|
||||
| Which of the following modes of consumer decision making involves high involvement and low experience? | show 🗑
|
||||
| show | Variety seeking
🗑
|
||||
| A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is: | show 🗑
|
||||
| After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the Samsung 7 she purchased. This is an example of --------- . | show 🗑
|
||||
| A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds. To maintain internal consistency, the firm might take all of the steps below, EXCEPT for which one? | show 🗑
|
||||
| show | assess their companies’ internal and external environments
🗑
|
||||
| According to the BCG growth-share matrix, _____ are strategic business units with products that have a high market share in a high-growth market. | show 🗑
|
||||
| show | semantic memory
🗑
|
||||
| show | brand community
🗑
|
||||
| show | high cultural capital
🗑
|
||||
| The consumers of segment A can be classified as________. | show 🗑
|
||||
| Which of the following marketing strategies is more likely to have been used by the company to target segment B users? | show 🗑
|
||||
| Segment C consumers are more likely to be ______________. | show 🗑
|
||||
| show | niche marketing
🗑
|
||||
| Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite social shifts and technological advances, a culture’s views on what is acceptable and unacceptable never change | show 🗑
|
||||
| show | False
🗑
|
||||
| show | True
🗑
|
||||
| In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began | show 🗑
|
||||
| Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative ads. | show 🗑
|
||||
| The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools. | show 🗑
|
||||
| show | True
🗑
|
||||
| show | True
🗑
|
||||
| show | False
🗑
|
||||
| show | False
🗑
|
||||
| Setting a default option and allowing consumers to opt out at a certain deadline takes advantage of present bias and time inconsistent preferences | show 🗑
|
||||
| When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product | show 🗑
|
||||
| The consumption process is based on the sequence of four stages: need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation. | show 🗑
|
||||
| Demographic segmentation is used in selecting target segments by focusing on consumers’ descriptors such as their age, gender, and income level. | show 🗑
|
||||
| Consumer preferences and new technologies are reshaping the communication environment. | show 🗑
|
||||
| While purchases based on brand loyalty are merely consumption simplifiers, purchases based on habit are the result of a strong commitment to a brand. | show 🗑
|
||||
| Advertisers promote brand recall through repetition and memory aids | show 🗑
|
||||
| show | False
🗑
|
||||
| Primary demand stimulation impacts only on those products that advertise. | show 🗑
|
||||
| show | True
🗑
|
||||
| Four P's | show 🗑
|
||||
| show | positioning strategy.
🗑
|
||||
| Brands that meet consumers' initial buying criteria are called the ________ set. | show 🗑
|
||||
| show | direct response advertising
🗑
|
||||
| The model of advertising discussed assumes that with an increase in advertising expenditure, the demand function ________. | show 🗑
|
||||
| show | focus group
🗑
|
||||
| A company wants to measure the impact of increases in advertising expenditure on sales and sales revenue. This is an example of ________ research. | show 🗑
|
||||
| show | questionnaire research
🗑
|
||||
| show | experimental
🗑
|
||||
| Of the three entities regulating the advertising landscape, which one is the most effective? | show 🗑
|
||||
| show | hold together seemingly inconsistent elements.
🗑
|
||||
| In the context of advertising, which of the following is true concerning teams? | show 🗑
|
||||
| When comparing the cost of radio and television advertising, which of the following is true? | show 🗑
|
||||
| show | Transformational
🗑
|
||||
| show | not miss the target audience
🗑
|
||||
| Which of the following is true of the media environment today? | show 🗑
|
||||
| For an item to be defined as an advertising specialty, it must: | show 🗑
|
||||
| In the model of mass-mediated communication, the: | show 🗑
|
||||
| Which of the following types of advertisements evolved during the 1920s? | show 🗑
|
||||
| show | World War II and the 1950s (1942 to 1960)
🗑
|
||||
| show | It is the demand for an entire product category.
🗑
|
||||
| The greatest advantage of television as an advertising medium is its ability to: | show 🗑
|
||||
| Which of the following is true of paid media? | show 🗑
|
||||
| Eventually, they come to the conclusion that they would ultimately gain the most—but would also have to spend the most—if the business decided to: | show 🗑
|
||||
| show | any collateral communication or activity reinforcing the link between a brand and an event.
🗑
|
||||
| show | leverage the event as much as they can.
🗑
|
||||
| show | developmental research
🗑
|
||||
| show | Promotion, because responses can be specifically identified and tracked
🗑
|
||||
| Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective. As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase? | show 🗑
|
||||
| show | Feel-good ads
🗑
|
||||
| show | become a product attribute linked to the brand
🗑
|
||||
| If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use? | show 🗑
|
||||
| show | unmeasured media
🗑
|
||||
| show | Magazines
🗑
|
||||
| show | media mix.
🗑
|
||||
| friends talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, “Yeah, that is one great ad. Who was that for again?” From this scenario, it is clear that the ad the friends were talking about: | show 🗑
|
||||
| show | Big Data
🗑
|
||||
| Which of the following measures media weight based on both reach and frequency? | show 🗑
|
||||
| show | Flighting
🗑
|
||||
| A regional office store wants to serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build loyalty. Which of the following forms of sales promotion works best? | show 🗑
|
||||
| An business has reinvented itself and come up with some new products. The owners want to go beyond the same ads to promote the products. you suggest a merger of advertising and entertainment, including promotions in video games. This mix is known as: | show 🗑
|
||||
| show | elicit a purchase from a customer.
🗑
|
||||
| A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy’s new toy is an example of a: | show 🗑
|
||||
| show | contain the sponsor's brand name or slogan.
🗑
|
||||
| show | The brand failed to connect with the audience.
🗑
|
||||
| Event sponsorship is more likely to be effective when there is a significant overlap between the: | show 🗑
|
||||
| New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called: | show 🗑
|
||||
| Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers would prompt her to consider the teen magazine? | show 🗑
|
||||
| show | A high degree of audience selectivity
🗑
|
||||
| show | The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.
🗑
|
||||
| show | Magazines are free of ad clutter that other forms of media are subjected to.
🗑
|
||||
| As opposed to using digital media, using traditional media makes it easier to make an advertising campaign global. | show 🗑
|
||||
| Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media. | show 🗑
|
||||
| Using events, product placement, and branded entertainment in an IBP makes the benchmarks for its success easy to measure. | show 🗑
|
||||
| show | True
🗑
|
||||
| The underlying role and purpose of advertising and promotion has changed drastically and will continue to change. | show 🗑
|
||||
| show | False
🗑
|
||||
| When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising. | show 🗑
|
||||
| show | True
🗑
|
||||
| show | True
🗑
|
||||
| show | False
🗑
|
||||
| Internal company data such as customer service reports and customer complaints are considered sources of primary data. | show 🗑
|
||||
| Subliminal advertisement has been proved to be an effective way of embedding images and messages into an advertisement that influences the unconscious minds of people. | show 🗑
|
||||
| It is almost impossible to legislate against emotional appeals in ads, since even if they seem exaggerated or inaccurate, they are unquantifiable and hard to prove. | show 🗑
|
||||
| show | False
🗑
|
||||
| An individual would tend to have higher involvement in a purchase of an item if it is of a lower price. | show 🗑
|
||||
| show | False
🗑
|
||||
| show | True
🗑
|
||||
| show | False
🗑
|
||||
| A communication test simply explores whether the people “get” the ad—whether they understand the main point, get the joke, or see the connection. | show 🗑
|
||||
| show | True
🗑
|
||||
| show | False
🗑
|
||||
| Events are an example of measured media. | show 🗑
|
||||
| show | True
🗑
|
||||
| show | True
🗑
|
||||
| The only medium that places the advertising, the product, and the consumer together in the same place at the same time is Point-of-Purchase advertising. | show 🗑
|
Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Created by:
codymaples
Popular Marketing sets