A detergent that advertises how clean it gets clothes is appealing to the consumer need
Please select the most appropriate answer (only one) and write down your answer in the Multiple Choice Answer Sheet. 1. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as __________.
ANS: D 2 In general, the single-voice, or synergy principle, involves selecting a specific ________ for a brand.
ANS: A 3. Which one of the following is the greatest obstacle to implementing integrated marketing communications?
ANS: A 4. The premise underlying geodemographic targeting is that people who ___________ also share demographic and lifestyle similarities.
ANS: B 5. A detergent that advertises how clean it gets clothes is appealing to the __________ consumer need.
ANS: A 6. The process of translating thought into a symbolic form is known as ___________.
ANS: A 7. According to the HEM, consumer behavior is seen as _________.
ANS: C 8. By definition, __________ simply means that consumers come in contact with the marketer's message.
ANS: B 9. The __________ component of attitudes focuses on behavioral tendencies.
ANS: C 10. Marketers can enhance the consumers' ability to access knowledge structures by __________.
ANS: C 11. Margaret Stephens notices the television commercial because of the loud sounds. This is an example of __________.
ANS: B 12. Attitudes toward a brand result from a combination of __________ attitude-formation processes.
ANS: D 13. Which of the following is NOT a requirement for setting advertising objectives?
ANS: B 14. A(n) __________ advertising objective is aimed at achieving communication outcomes that precede behavior.
ANS: C 15. The first step of the objective-and-task method is __________.
ANS: B 16. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________ method.
ANS: D 17. The advertising budget procedure used most frequently is the __________ method.
ANS: E 18. Which value is derived from the need for variety and achieving an exciting life?
ANS: D 19. Laddering is a marketing research technique that has been developed to identify links between __________.
ANS: D 20. Using sex appeal can generally __________.
ANS: C 21. A good copy-testing system needs to provide measurements that are ____________ .
ANS: A 22. A strength of radio advertising is ___________.
ANS: E 23. Which of the following is NOT a problem with television advertising?
ANS: E 24. The concept of effective reach states that fewer exposures to advertisements are required __________.
ANS: C 25. In a _________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.
ANS: D |