Advertising and Sales Promotion 1. Attitudes toward a brand result from a combination of __________________ attitude-formation processes.
primary and secondary linear and non-linear associative and non-associative central- and peripheral-route None of the above. View answer Correct answer: (D)
2. A strength of radio advertising is ________________
the ability to reach segmented audiences the ability to reach prospective customers on a personal and intimate level low cost per thousand short lead-times All of the above View answer Correct answer: (E)
3. In a _________________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.
flighting dated plotted pulsing continuous View answer Correct answer: (D)
4. Marketers can enhance the consumers' ability to access knowledge structures by ________________
using loud music using colorful ads employing verbal framing repeating brand information increasing curiosity about the brand View answer Correct answer: (C)
5. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as ______________________
Sponsorship Advertising personal selling sales promotion Publicity View answer Correct answer: (D)
6. A detergent that advertises how clean it gets clothes is appealing to the ___________________ consumer need
Functional Symbolic Biological Utilitarian Experiential View answer Correct answer: (A)
7. Which of the following is NOT a requirement for setting advertising objectives?
Objectives must specify the amount of change. Objectives must be stated in terms of profits. Objectives must be realistic. Objectives must be internally consistent. Objectives must be clear and in writing. View answer Correct answer: (B)
8. The ______________________ component of attitudes focuses on behavioral tendencies
Affective Instrumental Conative Cognitive Behavioral View answer Correct answer: (C)
9. The process of translating thought into a symbolic form is known as _____________________
Encoding Feedback Noise Decoding the message channel View answer Correct answer: (A)
10. Margaret Stephens notices the television commercial because of the loud sounds. This is an example of ______________________
exposure involuntary attention nonvoluntary attention voluntary attention interpretation View answer Correct answer: (B)