MKT 304 Final Exam | Questions and Answers (Complete Solutions)

MKT 304 Final Exam | Questions and Answers (Complete Solutions) Marketing planning and reward systems may lead to an increase in the use of sales promotion because sales promotions encourage: a. marketing managers not ...

MKT 304 Final Exam | Questions and Answers (Complete Solutions) Marketing planning and reward systems may lead to an increase in the use of sales promotion because sales promotions encourage: a. marketing managers not to use promotions to help get orders from retailers. b. managers to use advertising to build brand equity. c. long-term increased sales of the companies. d. the use of price-oriented promotions to generate short-term sales. e. managers to use consumer-oriented sales promotion to meet long-term performance goals. According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits. B. brand personality C. feelings or emotional attachments to the brand D. rational motive E. competitive advantage over similar products in the market CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of: A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. positioning strategy. D. inherent drama. E. an animatic. A commercial for Omachi shows singer My Linh preparing breakfast for her husband and children. She also talks about her point of view in choosing appropriate noodles for her family. This commercial is effective in part because it utilizes _____ and _____ . Select one or more: a. slice-of-life b. spokesperson-oriented c. celebrity expertise d. reputational e. power-based _______occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships Advertisers can prevent consumers from zapping commercials by: A. introducing "commercial-free" programming. B. producing commercials that are meaningful and that attract and hold attention. C. devising shorter commercial formats. D. using product placements. E. advertising more on cable television. Company A is a major participant in the advertising and promotion process. It attracts various others companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effectively with the message. Company A is a(n): A. advertiser. B. advertising agency. C. media organization. D. full service agency. E. consultancy. When we mention _____, it refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. a. syndication b. regional advertising c. spot advertising d. network advertising e. sponsorship Measuring the effectiveness of PR activities provides which of the following advantages? A. It helps deal with the problem of clutter. B. It reduces the high absolute costs connected with PR activities. C. It helps in reaching specific audience groups. D. It helps in completing the communication process. E. It gives management a way to judge the quality of public relations achievements and activities. Companies prefer sponsorship arrangements for buying advertising time because: A. it allows companies to capitalize on the image of a high-quality program. B. it gives the advertiser less control over the placement and the length of its commercials. C. it is relatively inexpensive. D. sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply. E. it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots. Disadvantages inherent in the use direct marketing include: A. difficulty in obtaining effectiveness measurements. B. poor image factors. C. lack of flexibility. D. difficulty in acquiring TV time. E. lack of personalization One of the primary advantages of using magazines as an advertising medium is their: A. selectivity. B. low clutter level. C. limited reach and frequency. D. low absolute costs. E. long lead time. According to the _____ hierarchy, advertisers of products like light bulbs, ketchup, computer paper, nail clippers, and other items bought without a lot of thought need to use a heavy repetition strategy. A. individual response B. standard learning C. dissonance-attribution D. low-involvement E. high involvement A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies. A. strategic marketing plan B. integrated marketing communications plan C. situation analysis D. opportunity analysis Generally, companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives: A. will have too many benchmark measures against which the success or failure of their programs can be assessed. B. will never be successful. C. may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working towards. D. will be able to save money since they won't spend too much time worrying about what they are trying to do. E. be more successful than companies that develop IMC programs with specific objectives. _____ is something unique or special a firm possesses or does that gives it an edge over its competitors. A. Brand quality B. Brand equity C. A competitive advantage D. Brand power E. A market opportunity The _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media. A. media vehicle B. reach C. distribution channel D. medium E. needledrop Which of the following statements is false about source credibility? a. High credibility sources are more effective than low credibility sources when they are arguing for a position opposing their own best interest. b. The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon. c. A very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver's initial attitude is favorable. d. A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion. e. High credibility sources are not always more effective than low credibility sources Directing a company's efforts towards one or more groups of customers who share common needs is known as: A. target marketing. B. competitive advantage. C. positioning. D. market segmentation. E. branding. A U.S. executive in Namibia in Africa experienced trouble negotiating a franchise deal with local investors because the electricity was constantly shutting off. One of the investors was unable to attend the meeting because there is so little public transportation in the country. These problems indicate a problem with Namibia's: A. demographic environment. B. economic infrastructure. C. balance of payments D. cultural system. E. advertising system. Airlines send out mailers or e-mails announcing promotional airfares. Which of the combinations of promotional media do they make use of? a. Sales promotion and direct marketing b. Advertising and direct marketing c. Sales promotion and public relations d. Direct marketing and personal selling e. Advertising and sales promotion Which of the following is an advantage associated with public relations? a. Strong connection of the receiver to the source. b. High absolute cost but low relative cost. c. Effectiveness at completing the communications product. d. Ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments. e. Use as an effective lead generator. ___ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals. a. Pop-ups b. Links c. Pop-unders d. Interstitials e. Banner ads An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine would be an example of a _____, a part of the communication process. A. channel B. receiver C. feedback mechanism D. source E. decoder directing a company's efforts towards one or more groups of customers who share common needs is known as: A. target marketing. B. competitive advantage. C. positioning. D. market segmentation. E. branding. The _____ is used as the central theme of the advertising campaign and translated into attention-getting, distinctive, and memorable messages. A. animatic B. big idea C. brand name D. logo E. copy platform _____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. A. Integrated advertising marketing B. Integrated marketing communications management C. Market auditing D. Situation analysis E. Communications process accounting _____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision. A. Post-purchase evaluation B. Self-serving bias C. Cognitive dissonance D. Conditioned anxiety E. Affective response Which of the following statements is true about public relations? A. Public relations is same as publicity. B. Public relations is a short term strategy of enhancing the image of the company. C. Public relations is not concerned with the evaluation of public attitudes. D. An effective public relations program continues over months or even years. E. Public relations deals only with the activities designed to sell a product or service. Which of the following would be an example of a channel in the communication process? A. The number of customers that redeemed a cents-off coupon B. A billboard beside an interstate highway C. The creative people who designed the new Wendy's ad D. An ad's spokesperson E. Jennifer Aniston, who appears in the ad for L'Oreal Which of the following situations offers the advertiser the least attractive marketing opportunity? A. High brand development index (BDI) and high category development index (CDI) B. High brand development index (BDI) and low category development index (CDI) C. Low brand development index (BDI) and high category development index (CDI) D. Low brand development index (BDI) and low category development index (CDI) E. High survey of buying power index and high brand development index (BDI) The perpetual debate over the most effective role for advertising is between: A. rationalists and poets. B. environmentalists and pragmatics. C. liberals and conservatives. D. functionalists and operationalists. E. supporters of centralization and supporters of decentralization. How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion? A. IMC puts more emphasis on advertising and less on sales promotion. B. IMC puts more emphasis on sales promotion and less on advertising. C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. D. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. E. IMC predominately makes use of mass media communications in order to attract and retain customers Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. Information overload B. Product life cycles differences C. Media objectives conflict with communication objectives D. Time pressures inhibit proper planning E. Non-standardization of the task of media planning Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand. B. making the consumption experience more meaningful, exciting and enjoyable. C. making a consumption experience last longer. D. showing performance superiority of one brand over another. E. proving brand superiority. Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. B. Special-interest magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. C. Magazines generate most of their total revenue from advertising. D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. E. Both newspapers and magazines are generally considered low-involvement media. Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are: A. consistency and image. B. image and trustworthiness. C. differentiability and expertise. D. expertise and trustworthiness. E. image and expertise. Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance. a. direct-response b. public relations c. advertising d. sales promotional e. outdoor marketing The market for snack food is saturated, but manufacturers continue to develop new offerings. Which of the following best explains why the makers of Honey Maid graham crackers found it necessary to develop and market Honey Maid graham sticks? A. Consumer's novelty-seeking behavior B. To satisfy a physiological need C. To broaden the marketer consideration set D. Consumer cocooning E. To balance any product deletion _____ is designed to give a company or brand a unique association or personality and is often transformational in nature. A. Rational advertising B. Image advertising C. Feature appeals D. Transactional advertising E. Brand immorality One reason for consumer's increased sensitivity to sales promotion is: A. decrease in competition. B. increased brand loyalty. C. the increased amount of power in the hands of the manufacturers. D. that they save money. E. the decline in consumer choice. Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention. B. are essentially the same. C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives. D. are used together only for low-involvement products. E. can be combined only for products and not for services. Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: A. advertising. B. sales promotion. C. public relations. D. publicity. E. direct marketing. Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. Information overload B. Product life cycles differences C. Media objectives conflict with communication objectives D. Time pressures inhibit proper planning E. Non-standardization of the task of media planning A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n): A. direct source. B. indirect source. C. message shaper. D. source mirage. E. source echo The ads that make the experience of using the product richer transformational ads Traditionally, _____ has been the cornerstone of brand-building efforts. A. mass-media advertising B. product placement C. interactive media D personal selling E. public relations The term client, in the ad agency industry, refers to the: A. advertiser or organization that has the product, service or cause that needs to be marketed. B. media, which plays a crucial role in the process of marketing communication. C. advertising agency that specializes in the creation, production, and/or placement of the communications message. D. market for business or consumer products. E. purchaser of the consumer product advertised. The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers. A. exchange B. relationship marketing C. the marketing mix D. integrated marketing communications E. the promotional mix