MKTG 489 Chapter 11 All MCQS Solution
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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.
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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
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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.
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||||||||||||||||||||||||
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.
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.
|
||||||||||||||||||||||||
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.
|
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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