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.

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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