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Question 1 1 pts Source credibility refers to a consumer interpreting a message as the most important piece of information, but the consumer also processes the source’s credibility as a cue to the validity of that message.


    True



Question 2 1 pts
Advertising facilitates customer awareness by providing information about the brands to the target customers.


    True



Question 3 1 pts

Customer Insights, Inc. operates a facility that recruits 8 to 10 consumers and screens them on criteria such as relevance to the target segment or usage in a product category. What type of research is Customer Insights, Inc. engaging in?


online surveys


sampling


none of these


    focus groups



Question 4 1 pts
In a noncomparative ad, a brand is mentioned and its features, attributes, and image portrayal are conveyed in the message.


True


False



Question 5 1 pts

Typical marketing goals include an increase in near future sales or a longer-term goal of an enhanced brand reputation.


True


False



Question 6 1 pts

In a marketing meeting, Gordon comments that for many people “advertising” is synonymous with television commercials. Gordon is correct.


True


False



Question 7 1 pts

Any marketing decision must begin with a clear understanding of what needs to be achieved.



True


False

Question 8 1 pts

Saffire Clothing’s ads claim that the brand is an exclusive, premium brand. Saffire’s products need to be _____, priced relatively high, and distributed relatively exclusively.
high quality
trendy
stylish
well known

 

AIDA represents attention, interest, desire and

attitude.
action.

 

Accountability  
assessment.

 

SuperStore is researching its options regarding the quickest way the company can increase sales.  SuperStore’s research should lead them to which of the following?

price promotion
raise prices

 

none of these
advertise

Advertising Agency promotional materials include a statement indicating that advertising is the primary means by which a company communicates to its customers about its products, brands, and position in the marketplace.  Advertising Agency’s statement is accurate.

True
False




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Which of the following is NOT a way marketers wish to affect consumers in advertising?

all of these
cognitions

 

behaviors
emotions

Ralph’s Balig & Tall retail stores, a national men’s apparel retail shop, does not use celebrity endorsers in its advertising.  Instead, its ads feature regular people offering testimonials as to the high quality of the merchandise carried by Ralph’s and the superior customer service the store provides.  Firms such as Ralph’s Big & Tall opt to use regular people instead of celebrities because

people dislike celebrities.
they are more expensive.

 

they are not well known or famous.
they are more authentic and trustworthy.

FunnyTime Products uses humor in its ads to communicate with its fun-loving consumers.  What type of ads does FunnyTime Products create?

comparative
noncomparative

 

emotional
cognitive

All elements of the marketing mix are important, but _____ is the most direct communication link.

marketing
advertising

 

place
price

Company XYZ is planning a new advertisement, and in the typical advertising process, the receiver sends out a certain message, which is encoded and then transmitted.

  False
  True
Question 10 1 pts

_____ is when a piece of information is conveyed by any type of source, expert or not.

Cultural meaning
Source credibility

 

Sleeper effect
Fear
   
The relationship between Nike and Tiger Woods is an example of a series of endorsement ads that feature a spokesperson on behalf of a brand.

False
True

 

Question 3 1 pts

FunnyTime Products avoids using negative emotions in its advertisements.  FunnyTime likely does not use emotions such as _____ to sells its products.

aches and pains
sadness and loneliness

 

fear and embarrassment
happiness and excitement
   

 

   

Billboard advertising often employs dramatization, a narrative, or a slice-of-life vignette to communicate with consumers.

False
True

In the basic model of dyadic communication there are three parts. Which of the following is NOT one of the parts?

all of these are parts
message

 

receiver
source

A marketing research project could probably not measure the pre- and post-advertising attitudes in the relevant target segment to see if they have improved.

True
False
Ad copy testing is usually conducted via surveys.

True
False
 

Coffee Bean Co. competes in the crowded coffee bean product category, and sells its products in grocery stores and other stores selling coffee products.  The firm has struggled to distinguish its brand because consumers view many products in many purchase categories as

too expensive.
private label brands.

 

commodity-like.
differentiated.

Bill is the sales manager for a line of consumer products, and he tells his sales staff that advertising isn’t expected to generate sales or profitability, but instead is intended only to create awareness in the marketplace.  Bill’s assessment of advertising is correct.

True
False

An ad message needs to be simple, and so it is best to focus on achieving multiple goals.

True
False

In a(n) _____, a brand is mentioned and its features, attributes, and image portrayal, etc., are conveyed in the message.

comparative ad
emotional ad

 

cognitive ad
noncomparative ad

 

Question 11 pts

The sleeper effect is characterized by a piece of information being conveyed by any type of source, regardless of whether the source is an expert or not.

False
True

 

Question 51 pts

The idea that familiarity from repeated exposure to a brand name, logo or ad will over time enhance the viewer’s favorability toward the ad (and brand) refers to which term?

mere exposure
cognitive

 

source credibility
sleeper effect

 

Question 71 pts

Memory is the primary consideration for measuring _____ results.

behavioral
cognitive

 

none of the these
affective

Question 81 pts

In a(n) _____, the featured brand name is mentioned, as is the brand name of a competitor.

cognitive ad
emotional ad

 

noncomparative ad
comparative ad

 

Question 101 pts

In a(n) _____, an advertisement emphasizes the positive benefits, but also acknowledges either some product weakness or that a competitor dominates on some attribute.

two-sided argument
three-sided argument

 

one-sided argument
four-sided argument

 

Question 121 pts

The success of the more affective goals (image, preference) are tested with numerous measures of attitudes and behavioral intentions.

True
False

 

Question 131 pts

Companies advertise in an attempt to persuade potential customers that their brand is less superior to competitors’ market offerings.

False
True

 

Question 141 pts

Companies advertise in many different ways. Which of the following is NOT a likely method of advertising?

TV
radio

 

books
Internet
   

Question 161 pts

There are two conceptual ideas about how spokespeople’s endorsements work. The first theory is called source credibility. What is the second?

cultural meaning
sleeper effect

 

none of these
conceptual meaning

 

Question 171 pts

_____ are tested with numerous measures of attitudes and behavioral intentions.

Assessment goals
Cognitive goals

 

Behavioral goal
Affective goals

 

Question 221 pts

In a cognitive ad, a cognitive or rational appeal engages the consumer’s brain.

True
False

 

Question 231 pts

There is a popular theory called elaboration likelihood model (ELM) that posits that there are two ways into your brain.  One way is a central path. What is the other?

peripheral
emotional

 

middle
rational

 

Question 8 1 pts

An important potential problem with humorous ads is that people remember the joke but they do not necessarily remember the brand being advertised

True
False

 

Question 5 1 pts

What is the primary means by which any company communicates to its customers about its products, brands, and position in the marketplace?

Advertising
Accounting

 

Consumer behavior
Marketing

 

Some advertisements use fear appeal.  For a fear appeal to be effective, an ad must provide a solution to reduce the consumer’s fear.

False
True

As a product matures, its appeals are likely to be less image-based.

False
True

 

Question 9 1 pts

SnowBlowers, Inc. is targeting consumers in the northern regions of the U.S., and focusing on giving consumer practical and function reasons to buy its snowblowers.  What type of ad is SnowBlowers, Inc. using?

noncomparative
cognitive

 

comparative
emotional

 

Question 12 1 pts

Advertising effects might not appear immediately because they are cumulative and therefore difficult to attribute to a single ad campaign.

True
False

 

Question 14 1 pts

StopSigns Co. specializes in making durable, weather-proof signs for local communities.  In a noncomparative ad designed by the company’s marketing department, the StopSigns brand name should be mentioned and its market positioning with respect to other firms in the industry should be referenced.

True
False
   

Question 4 1 pts

SnowBlowers, Inc. expresses the benefits of using its snowblowers.  What type of argument is SnowBlowers, Inc. using?

three-sided argument
two-sided argument

 

four-sided argument
one-sided argument

 

Question 6 1 pts

Subliminal messages are the best way to advertise a message.

True
False

 

 

Question 16 1 pts

There are two basic attitudes that marketers measure in evaluating ads. The first is attitude toward the ad. What is the second?

attitude toward the market
attitude toward the line extension

 

attitude toward the brand
attitude toward the company
   

Question 17 1 pts

Ad concept testing is usually conducted online.

False
True

 
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