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.
Correct answer: (D)
central- and peripheral-route
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
Correct answer: (E)
All of the above
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
Correct answer: (D)
pulsing
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
Correct answer: (C)
repeating brand information
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
Correct answer: (D)
sales promotion
6. A detergent that advertises how clean it gets clothes is appealing to the ___________________ consumer need
- Functional
- Symbolic
- Biological
- Utilitarian
- Experiential
Correct answer: (A)
Functional
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.
Correct answer: (B)
Objectives must be stated in terms of profits.
8. The ______________________ component of attitudes focuses on behavioral tendencies
- Affective
- Instrumental
- Conative
- Cognitive
- Behavioral
Correct answer: (C)
Conative
9. The process of translating thought into a symbolic form is known as _____________________
- Encoding
- Feedback
- Noise
- Decoding
- the message channel
Correct answer: (A)
Encoding
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
Correct answer: (B)
involuntary attention
Wednesday, December 29, 2021