Question 1
Trust represents a customer’s belief in the efficacy and reliability of a brand.
True
False
2 points
Question 2
Pleasure cruises and exotic vacations take advantage of which consumer behavior trend?
Health emphasis
Cocooning
Experience pursuits
Active, busy lifestyles
2 points
Question 3
Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales, profits, and other factors?
Payout planning
Objective and task
Quantitative models
Meet the competition
2 points
Question 4
Individuals perform only one role in the buying center, but there can be more than one individual involved in any particular role.
True
False
2 points
Question 5
The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers. This is an example of the demographic segmentation variable of:
age.
gender.
ethnicity.
income.
2 points
Question 6
Coca-Cola runs the same advertisement in all French-speaking countries. This is an example of:
standardization.
integration.
customization.
diversified IMC theme.
2 points
Question 7
Individuals within the buying center who shape the purchasing decision by providing information or criteria that should be used in evaluating alternatives are called deciders.
True
False
2 points
Question 8
When Domino’s Pizza sought to increase sales and return customers, one key tactic was to:
change the brand.
buy the largest competing pizza chain.
raise prices.
enter new markets.
2 points
Question 9
The process of creating television commercials, print ads, and retail coupons are examples of encoding.
True
False
2 points
Question 10
The competitive environment is now more:
local.
global.
regionalized.
concentrated.
2 points
Question 11
In the communication process, encoding is:
a purchase decision by a consumer.
a social media network.
a sales pitch recited by a salesperson.
the database manager finding a statistical oddity.
2 points
Question 12
Packaging and labeling products are part of the brand’s digital marketing program.
True
False
2 points
Question 13
When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:
demographics.
customer value.
type of business.
product usage.
2 points
Question 14
Brand logos:
help with recall of advertisements and brands.
are unrelated to image but are related to positioning.
increase search time in product purchase decisions.
usually are inexpensive to develop.
2 points
Question 15
PRIZM is a company that specializes in which type of segmentation?
Geographic
Product differentiation
Psychographic
Geodemographic
2 points
Question 16
If a company’s marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the product as a:
co-brand.
brand extension.
flanker brand.
ingredient brand.
2 points
Question 17
An individual’s age and social status largely determine the motivation to search for purchase alternatives.
True
False
2 points
Question 18
Advertising researchers want to understand reasons individuals select specific fashion trends. Which approach would be the best consumer-oriented research method to use?
Product-specific research
Anthropological
Sociological
Psychological
2 points
Question 19
The higher the perceived benefit a consumer receives from an external search for information; the less likely he or she will be to spend time searching for information.
True
False
2 points
Question 20
Each of the following is an example of a customer contact point except:
a sales clerk at a retail store.
a brand’s website.
a brand’s Instagram page.
a friend who recommends a brand.
2 points
Question 21
A restaurant that advertises “the best food and best service in town” uses which form of positioning?
Product attributes
Competitors
Use or application
Price-quality relationship
2 points
Question 22
When developing a communications budget, the percentage of sales method is similar to the objective and task approach.
True
False
2 points
Question 23
To establish a strong brand image, a brand name must be prominently promoted in repetitious ads or it should be associated with one of the product’s benefits.
True
False
2 points
Question 24
Adaptation in a global advertising campaign means rewriting an advertisement to fit the nuances of a given language and culture.
True
False
2 points
Question 25
Many people respond to stress and hectic lifestyles through exciting adventures and personal pleasure pursuits.
True
False
2 points
Question 26
What a firm’s employees believe about a brand’s image is more important than what consumers think.
True
False
2 points
Question 27
The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of:
gender.
age.
income.
ethnicity.
2 points
Question 28
Product positioning is the:
level of brand equity faced by a company or brand.
perception consumers have of a company or brand relative to other brands being offered by the company.
number and level of products offered by a company.
perception consumers have of a company or brand relative to competitors.
2 points
Question 29
When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of:
reinforcing the current image.
developing a new image.
rejuvenating an image.
changing an image.
2 points
Question 30
Brand parity is the:
perception that there are no real differences between major brands.
belief that all advertisers say essentially the same thing.
idea that brands are distinct and easy to identify.
feeling that most advertising is false.
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