emorybachman123
Under the ‘peripheral route’ to persuasion, the prospect is viewed…
Under the ‘peripheral route’ to persuasion, the prospect is viewed as:
A. a sophisticated individual capable of dealing with detailed sales arguments
B. A prospect best reached through non-mainstream media, E.g., skywriting, matchbook covers, etc.
C. Someone lacking the ability or motivation to engage in detailed cognitive processing
D. A cynic or skeptic tending not to lend credence to advertising claims
E. Someone heavily engaged in multi-tasking and therefore not easily approachable via the traditional mass media
Recency tells us that:
A. Ads in general work more powerfully to generate sales if they are exposed in close proximity to ‘purchase occasion’ (i.e., when a category purchase is made)
B. All ads have a strong effect whether or not they are seen in close proximity to purchase occasion
C. Ads contribute to the building of long term brand equity but do not serve as a reminder in effecting short term sales
D. Advertising effectiveness in determining short term sales does not fade over time
E. None of the above
The problem recognition phase of the Consumer Decision-making process refers to:
A. The phase when the consumer becomes critical of the brand advertising message and begins to seriously question it
B. The phase-after purchase- when the consumer discovers serious flaws in the product
C. The phase when the consumer becomes concerned over negative advertising attacking his/her favorite product
D. The phase when the consumer perceives a need and becomes motivated to solve the problem
E. The phase- after purchase- when the consumer must read directions and learn how to assemble and use the product
The means by which promotional budgets are established are:
A. Well-established and uniforms across most major companies
B. Generally determined via computer programs that estimate the cost of performing specific communications tasks
C. Always determined by the cost of ‘doing business, i.e., the cost of major media
D. Varied across different companies and industries and are in general not very specific
E. Always based on whim and personal preference of key executives
Zero-based communications planning means:
A. Reducing ad expenditures based on an R.O.I. philosophy
B. Reducing reliance on traditional media in favor of emerging new forms
C. Determining the advertising and promotional budget by judging what is needed to perform the communications task
D. Determining the advertising and promotional budget by using last year is a base and adjusting for inflation
E. Determining the advertising and promotional budget by determining whether this year’s creative execution is more or less effective than last year’s
Which of the following statements about communications objectives is true?
A. It is easy to translate sales goals into communications objectives
B. It can be difficult to determine the relationship between communications objectives and sales performance
C. Communications objectives cannot serve as operational guidelines to the planning, execution and evaluation of the promotional program
D. Marketing managers do not recognize the value of setting communications objectives
E. Communications objectives always incorporate quantifiable goals such as sales
Cognitive dissonance refers to:
A. Confused perceptions as to what the brand’s advertising message is really saying
B. What the brand’s image is with no advertising support to help shape attitudes
C. Anxiety over the purchase decision after the decision has been made and the product has been purchased
D. Confusion over competing brands when they make similar claims in their advertising
E. The inability of any one brand’s advertising to break through the daily clutter of ads
The importance of Integrated Marketing Communications, i.e., maintaining a consistent unity in promotional activity while utilizing many diverse outlets, has been reinforced by such developments as:
A. Demands for greater accountability from the agencies and changes in the way agencies are compensated
B. A movement away from relying on advertising-focused approaches utilizing the mass media such as television, magazines, etc.
C. A shift in marketplace power from manufacturers to retailers
D. The rapid growth of the internet
E. All of the above
‘Primary demand’ advertising refers to”
A. advertising directed to the priority needs of a customer or prospect
B. advertising that promotes a general product category or industry
C. advertising that focuses exclusively on primary target prospects
D. an advertising campaign that concentrates 100% of ad dollars in the primary mediumtelevision
E. advertising targeted exclusively against the population segment accounting for roughly 80% of brand sales
A reference group is:
A. the broad cultural group to which we belong and which incorporates the norms and values of our society
B. a small group consisting of friends, relatives, close acquaintances, etc. whose presumed perspectives or values are being used by the individual as the basis for his or her judgments, opinions and actions
C. the group of judgmental perceptions that determine our behavior and purchase decisions
D. a consumer advisory group that helps us make our decisions
E. None of the above
A program such as DAGMAR which sets ‘benchmarks’ for advertising campaigns and attempts to measure specific results within a specified time period represents:
A. A universally agreed-upon approach to establishing communications objectives and evaluating such aspects of a campaign as the creative message and execution, etc.
B. A controversial approach that dismays creative personnel in particular
C. An approach that is easy and inexpensive to apply
D. An acceptable means of taking sales into account in determining the efficacy of a campaign
E. An approach that recognizes that advertising relies upon ‘liking’ as the key consumer reaction determining the success of a campaign
The following is an example of ‘positioning’ in advertising:
A. Stressing safety as an attribute of Volvo
B. Promoting the San Diego Zoo by showing a cute baby Panda
C. Using an emotional appeal to promote Whirlpool washing machines because product differentiation is not very strong in that category
D. Promoting Aflac utilizing a ‘duck’ character without explaining specific product benefits
E. Identifying Bebe with sexuality and glamour while not referring to any specific product attribute
‘Account planning’ is concerned with::
A. Keeping the agency’s financial records
B. Focusing on new business rather than established accounts
C. Handling personnel requirements of an agency
D. Conducting research and gathering all available information about a client’s product or service and consumers in the target audience to facilitate the development of copy strategy as well as other aspects of the advertising campaign
E. Writing copy
The ‘storyboard’ is:
A. a graphic depiction of a given brand’s marketing situation
B. the agenda for a meeting to discuss the brand’s new advertising
C. a series of drawings used to represent the visual plan or layout of a proposed commercial
D. the finished and approved script for a commercial
E. the outline for proposed research to determine key consumer attitudes to the brand
An example of advertising utilizing the peripheral route to persuasion is:
A. the Silhouettes campaign for I-Pod
B. the Maxfli golf ball campaign using celebrity endorsers
C. the Energizer battery campaign showing the effect of ‘low power’ when you need your cell phone
D. the Philips campaign that positions its technology as ‘accessible’ with an ad featuring a baby in diapers and a headline saying ‘Things start uncomplicated. Why change them?’
E. a financial campaign using extensive text to discuss investment philosophies
The evoked set refers to:
A. What the consumer recalls about the brand seven days after seeing an ad
B. Key brand attributes stressed in the advertising message
C. A reduced number of brand alternatives that meets the several criteria the consumer considers important
D. The key points outlined in the brand’s communications objectives
E. The key target audience elements outlined in the brand’s communications objectives
Undifferentiated marketing refers to:
A. Not distinguishing among various racial or ethnic groups in marketing a product
B. Utilizing mass media without regard to audience selectivity
C. Ignoring segment differences and offering just one product or service to the market
D. Advertising based on image as opposed to attribute advertising
E. Marketing a brand without trying to exploit competitive differences
Under the central route to persuasion, the receiver is viewed as:
A. Someone who has no interest in processing information
B. Someone heavily influenced by reference groups
C. Someone whose motivation to attend, comprehend, and evaluate messages are high
D. Someone who is more easily motivated via celebrity endorsements
E. Someone who is typically a member of the Millennium generation
The carry-over effect refers to:
A. The effect of frequency on purchase intent
B. The transfer of brand identity from one brand to another
C. The fact that money invested in advertising may not necessarily have an immediate effect on sales–that is to say, the effect may be experienced over time
D. The subliminal effect of advertising
E. None of the above
Most hierarchical planning models are based on the premise that:
A. Self-esteem is the key factor determining consumer reaction to advertising
B. the effect of an ad on a consumer prospect is achieved via a progression through successive stages in a particular sequence as follows: cognitive (thinking, reasoning), affective (emotional, liking, etc.) and cognitive (doing, experience)
C. The first appeal of an ad is through the cognitive (purchase, doing)
D. The desire for social acceptance is the key factor determining the consumer reaction to ads
E. The desire for love and nurturing is the key factor determining the consumer response to ads
Under the low involvement hierarchy, advertising may typically:
A. Consist of print ads that provide detailed explanation of copy features
B. Utilize elements such as music, characters, symbols and slogans rather than actual message content
C. Employ subliminal appeals
D. Utilize longer-message lengths to convey complex arguments
E. None of the above
A criticism of DAGMAR (Defining Advertising Goals for Measuring Advertising Results) is:
A. DAGMAR is too reliant on response hierarchy models
B. DAGMAR should not employ measures other than sales to determine effectiveness of a marketing program
C. DAGMAR is very complex and very expensive to implement
D. DAGMAR inhibits creativity
E. All of the above
