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  • An ad for BanglaLink shows a Bangladeshi flag made out of flowers and has the headline, "Hooray for the red, white, and bloom." The ad associates BanglaLink with the beauty of flowers as well as patriotismboth of which evoke positive responses in consumers and by association should evoke positive responses for Lowe's. This is an example of:

    . the application of classical conditioning theory.

    . the wheel of retailing hypothesis.

    . cognitive planning.

    . using functional consequences to make a positioning statement.

    . perception retrieval.

    . Nelli took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one. What kind of motivation research was Nelli participating in? . Projective techniques . An association test . A focus interview . A mall intercept . Subliminal test

    Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website Through the use of IMC, Arm & Hammer is hoping to create _____ for its new product. a marketing plan competition . mass customization

    . brand identity

    . market segments

    American Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on American Airways. The airline ran advertising campaign based around the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond flirts with in each film. American Airways also paid for the rights to screen the film on its flights before the movie was available at video stores. the marketing mix sales promotion activities integrated marketing communications the 4As relationship marketing

  • . _____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. . Touch point . Brand identity . Marketing mix . Customization . Interactive marketing

    Jan & Dirty Max deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Jan & Dirty ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website Jan & Which marketing strategy was Jan & Dirty implementing? . Mass customization . Exchange . Integrated marketing communications . Buzz marketing Relationship marketing

    . Which of the following is an example of retail advertising? . Advertisement of a health drink Complan' that compares its benefits against its competitor Bournvita'. . Beef council stimulating the demand for beef through an ad. . Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers. . Lufthansa ad that appears in the newspapers all across the country. . A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San Diego.

    . _____ generally occurs during the first stage in the consumer decision making process.

    . Internal search

    . External search

    . Problem recognition

    . Alternative evaluation

    . Post-purchase evaluation

  • . A _____ is a desire for something that one does not have.

    need want product . problem . mnemonic

    Marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency towards: internal search. novelty seeking behavior. external search. brand loyalty. habitual choice behavior.

    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? . Consumer's novelty-seeking behavior . To satisfy a physiological need . To broaden the marketer consideration set . Consumer cocooning . To balance any product deletion

    _____ are factors that compel or drive a consumer to take a particular action. . Motives . Impulses . Wants . Evaluative criterion . Attributes

  • Coffeworld has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Coffeworld, look up nutritional information, and manage their Coffeworld gift cards. This is an example of _____ marketing.

    . trade

    . direct

    . direct action

    . professional

    . interactive

    Lower level needs such as hunger and thirst are important to marketers because these needs: . are the hardest to satisfy. . are an ongoing source of motivation for most consumer purchase behavior. . provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation. . offer marketers a basis for differentiating their products. . are the source for most market development strategies.

  • . The headline for the National Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy. . physiological . social . self actualization . esteem . safety

    The goal of an integrated marketing communications program is to: A. have all of a company's marketing and promotional activities project a consistent unified image to its customers. . control all facets of a product's distribution. . communicate with customers primarily through advertising. . have complete control over all the channel partners in the distribution channel. . create a brand image so strong that it destroys all of its competition.

    The slogan of Apex, a Bangladeshi shoe brand, is The World at your feet.' Bata is focusing on satisfying which of the following need of the consumers? Physiological Social Safety Esteem

    Self Actualization

    . _____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior. . Maslow's hierarchy of needs . Psychoanalytic theory . Integration heuristics . Multiattribute attitude theory . Operant conditioning

  • . If one subscribes to the theory that "sex sells," which of the following theories would best support this position? . Cognitive theory . Operant conditioning . Classical conditioning . Psychoanalytical theory . Postmodernist theory of consumer behavior

    Terms such as new advertising, orchestration, and seamless communication have been used to describe: the marketing mix.

    integrated marketing communications. . the promotion mix. . relationship marketing. . the 4 A's.

    . Which of the following is true a


  • . Critics of psychoanalytic theory believe any results from motivation research are unusable because: .\

    results are too predictable. . the theory is too responsive to external environmental stimuli. . the research requires the use of very large samples. . the theory is too vague. . the research is too structured.

    . On a trip to CoxsBazar Joy experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau to help and looked in the local Yellow Pages. Finally, she called a friend who used to live in CoxsBazar for his recommendation. Joy was engaged in the _____ stage of the consumer decision making process. . problem recognition . information search . postpurchase evaluation . subliminal problem avoidance . purchase decision

    . Mofiz looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant, asked his friends, and called the local Chamber of Commerce before purchasing a home site in Lincoln. These activities are examples of: . internal information search. . external information search. . post purchase evaluation. . problem clarification. . evoked set manipulation.

  • . _____ is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. . Information search

    . Problem solving

    . Perception

    . Motivation

    . Integration


    _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact. Marketing mix Buzz marketing Exchange Integrated marketing communications . Promotional planning In-depth interviews, projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by: . motivation researchers. . attitude researchers. . learning theorists. . demographic researchers. . social influence researchers.

    An ad for Bakers Delight cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Bakers Delight brownies for your family and close friends. Bakers Delight is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy. physiological social self-actualization

    esteem . safety

  • . _____ is a filtering or screening of exposure, attention, comprehension, and retention of stimuli. . Subliminal perception . Information discrimination . Sensation . Selective perception . Information retrieval


    . _____ occurs when Mae reads only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper.

    . Selective retrieval

    . Selective exposure

    . Selective comprehension

    . Selective retention

    . Subliminal perception

    _____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. . Advertising . Sales promotion . Direct marketing . Publicity . Public relations

    . Through the use of mnemonics, advertisers hope consumers will engage in _____ when they see the advertisements. . selective attention . selective exposure . selective comprehension . selective retention . subliminal perception

  • .

    . Symbols, rhymes, association and images that assist in the learning and memory processes are known as: A. drives. B. cues. C. mnemonics. D. trigger points. E. persuaders.

  • . Which the following is NOT possible through the use of advertising? . Ability to control the message . Low cost per contact . Ability to create brand images and symbolism . Immediate feedback . Control of message content and media placement

    The basis for subliminal advertising can be found in: A. cognitive theory. B. psychoanalytic theory. C. behavioral learning theory. D. affective theory. E. multiattribute motivational model.

    . Which promotional mix would a firm use if it wanted to reach a large consumer audience while keeping cost per contact low and create a symbolic image or appeal for a new brand? . Advertising . Personal selling . Sales promotion . Coupons . Door-to-door selling

    The gecko lizard in the Geico Direct insurance ads, the golden arches of McDonald's, and the Mr. Peanut character used by Planters' Peanuts are all examples of: . drives. . cues. . mnemonics. . trigger points. . persuaders.

    . Which of the following is true about advertising?

    . It attempts to create a personal relationship with the customers.

    . The nature and purpose of advertising is usually the same across various industries.

    . It is a valuable tool for building company and brand image.

    . Advertising is used only for the promotion of mass consumer products.

    . One disadvantage of advertising is that it gets too personal with consumers.

  • . Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising. . primary demand . trade . consumer . national . retail

    . Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of? . National advertising . Primary demand advertising . Trade advertising . Business-to-business advertising Professional advertising

    _____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. . Trade . Professional . Direct response . Retail . National

    . Devi, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of? . National advertising . Trade advertising . Retail advertising . Primary-demand advertising . Direct response advertising

  • . As you are watching television, have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create: . selective attention. . selective exposure. . selective comprehension. . selective retention. . subliminal perception.

  • . Advertising done by Kmart, Royl's, and Top's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising. . trade . facultative . cooperative . direct-action . direct-response

    . Which of the following is true about retail advertising?

    . It is done by large companies on a nationwide basis or in most regions of the country. It takes the form of direct-response advertising. . It is done to build store traffic and sales. . It designed to stimulate demand for the general product class or entire industry. . It is targeted to marketing channel members such as wholesalers, distributors, and retailers.

    . A used bookstore that runs an ad which announces a "12-hour, everything must go" sale is using: . homogeneous marketing. . direct-response advertising. . a direct-action promotion. . an indirect-response advertising. . bait and switch advertising.

    . Retail/Local advertising often takes the form of:

    . trade advertising.

    . selective-demand advertising.

    . bait and switch advertising.

    . direct-action advertising.

    . indirect response advertising.

  • . _____ is the ability to perceive a stimulus that is below the level of conscious awareness.

    . Selective perception

    . Selective attention

    . Selective comprehension

    . Subliminal perception

    . Selective retention

    . According to those who believe in subliminal advertising, effective symbols, such as skulls and cross bones, phallic symbols and words such as "sex", are embedded in the ads. The use of these symbols to stimulate consumers' motives would receive support from _____ theory. . cognitive . reinforcement . behavioral learning . psychoanalytical . operant learning

  • . The various brands identified as purchase options to be considered during the alternative evaluation process are known as: . decision criteria. . a brand attribution list. . the working model. . the evoked set. . subliminal choices.

    . During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant? . Problem recognition . Information search . Postpurchase evaluation . Alternative evaluation . Purchase decision

    . Mea is going to buy canned vegetables for her family's meals. Her evoked set would best be described as: . all brands of canned vegetables. . all brands of canned vegetables that are not store brands. . Del Monte and Stokely's canned vegetables because they are the only two brands she is aware of. . any vegetablefresh, frozen, or canned. . whatever is stocked on her supermarket's shelves.

  • . _____ are the dimensions or attributes of a product that are used to compare different alternatives.

    . Evaluative criteria

    . Attribute assignments

    . Dissonance motives

    . Consequences

    . Reinforcement criteria

    . Which of the following is true about integrated marketing communication (IMC)? . It is a tactical integration of various communication activities. . Audience does not form an important part of the IMC process. . Employees are not seen as an important part of the IMC process. . IMC is viewed as on ongoing strategic business process. . IMC simply involves bundling promotional mix elements together.

    . _____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed. . Evoked sets . Attribute assignments . Dissonance motives . Evaluative Criteria and Consequences . Reinforcement criteria

    . _____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers. . Functional consequences . Psychosocial consequences . Bundles of attributes . Service assessments . Physiological stimuli

  • . In terms of the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates grass stains are all examples of: . functional consequences. . psychosocial consequences. . bundles of attributes. . service assessments. . physiological stimuli.

    . Which of the following is an example of a functional consequence?

    . The need to order champagne to celebrate a birthday.

    . The desire to eat a pound of chocolate.

    . The feeling of success that comes with the purchase of a Mercedes.

    . The taste of buttered popcorn in a movie theater.

    . The joy of finding the perfect gift for a friend.

    . Which of the following is an example of a psychosocial consequence?

    . The taste of a soft drink.

    . The feeling of prestige associated with wearing a Rolex watch.

    . The acceleration of an automobile.

    . The processing speed of a personal computer.

    . The firmness of a mattress.

    . In terms of the alternative evaluation stage of the consumer decision-making process, how you feel when you wear new shoes, how you think others like your new hair style, and how a new weight-loss plan makes you feel about yourself are all examples of: . functional consequences. . psychosocial consequences. . bundles of attributes. . service assessments. . physiological stimuli.

  • . _____ are the abstract outcomes of product or service usage that are intangible, subjective and personal. . Functional consequences

    . Psychosocial consequences

    . Bundles of attributes

    . Service assessments

    . Psychological stimuli

    . _____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it. . A motive . A need . Perception . An attitude . A decision rule

    . _____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes. . A multiattribute attitude model . An affect referral attitude model . Heuristics . Stimulus-response theory . Operant conditioning

  • . Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude are known as: . affective beliefs. . cognitive beliefs. . heuristics. . evaluative beliefs. . salient beliefs.

    . Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest. This ad campaign attempted to influence consumers' attitudes by: . increasing or changing the strength or belief rating of the brand on an important attribute. . changing consumers' perceptions of the importance or value of an attribute. . adding a new attribute to the attitude formation process. . ignoring the competition. . avoiding any direct effect on consumers' attitudes.

    . Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through: . motive stimulation. . subliminal perception. . integration processes. . cognitive dissonance. . affective reasoning.

    . Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are: . the result of integration processes. . called heuristics. . formalized group norms. . problem-solving consequences. . stimulus-response benefits.

  • . In its ads, Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using: . the affect referral decision rule. . intermittent stimulation. . cognitive input/output. . psychosocial consequences. . non-qualitative evaluative criteria.

    . Nestl uses the slogan, "Good Food, Good Life" to stress that its products provide everything consumers needthere is no need of looking at any other brands. Nestl uses: . the affect referral decision rule. . intermittent stimulation. . cognitive input/output. . psychosocial consequences. . non-qualitative evaluative criteria.

    . _____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand. . A purchase decision . A purchase intention . Affective behavior . Satisfaction . Cognitive dissonance

    . _____ is a preference for a particular brand that results in its repeated purchase.

    . A purchase intention

    . Brand affectation

    . Cognitive dissonance

    . Brand loyalty

    . A heuristic

  • . David Pruitt owns several rental apartments. He has used many appliance brands in his apartments and has been dissatisfied with their short life span. David now purchases only Maytag brand appliances to go into his apartments. His repeat purchases indicate: A. the existence of cognitive dissonance. B. the absence of any affect referral decision rule. C. strong brand loyalty. D. extensive decision making and strong psychosocial consequences. E. a lack of evaluative criteria.

    . _____ occurs when consumer's expectations are either met or exceeded.

    . Cognitive Dissonance

    . Satisfaction

    . Dissatisfaction

    . Shaping

    . Post purchase evaluation

    . In the post purchase evaluation stage, when performance of a product or service is below expectations, it would result in: . development of an evoked set. satisfaction of the marketer. . dissatisfaction of consumer. . evaluation of alternatives. . internal harmony of the purchaser.

    . _____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision. . Post-purchase evaluation . Self-serving bias . Cognitive dissonance . Conditioned anxiety Affective response

  • . _____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. . Professional . Primary demand . Retail . Business-to-Business . Direct-response

    A product manager for a new brand of laundry detergent must: increase problem recognition for detergent purchases. interrupt consumers' routine choice behavior and get them to consider a new brand. maintain a lower price than competitors. provide detailed information to consumers. create pioneering advertising.

  • 84. Why are principles of operant conditioning useful in the development of promotional strategies? A. They explain the cognitive processes that mediate a consumer's response to advertising. B. They show that experiences with products provide reinforcements that affect future purchase behaviors. C. They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. D. They explain consumer behavior in both high and low involvement situations. E. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.

  • . Operant conditioning is sometimes referred to as _____ conditioning.

    . stimulus-response

    . psychoanalytical

    . subliminal

    . instrumental

    . valence-oriented

    . Campbell's uses coupons, premiums and sweepstakes to promote its soup. This reflects an application of: . cognitive theory. . psychoanalytic theory. . operant conditioning. . affective theory. . the multiattribute motivational model.

    . Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the behavior is likely to cease when the reinforcement stops. . continuous . partial . intermittent . modeled . flexible

  • . _____ is the reinforcement of successive acts that lead to a desired behavioral pattern or response. . Shaping . Continuous reinforcement . Partial reinforcement . Stimulus generalization Internal processing

    . Behavioral learning theories have been criticized for:

    . focusing on providing information through subliminal learning processes.

    . using suggestive illustrations to make consumers respond to internal stimuli.

    . employing the use of violence in altering mind-body awareness.

    . being useless in explaining consumers' decision-making processes.

    . assuming a mechanistic view of the consumer placing too much emphasis on external stimulus factors.

  • . Walton ran a print advertising campaign for its automobiles that presented twenty good reasons for buying a Walton 202 Series. The ad was very detailed and contained a great deal of information about the performance characteristics of the car. This type of ad campaign would be consistent with: A. instrumental conditioning B. classical conditioning C. low involvement learning D. cognitive learning theory E. multiattribute learning

    . Factors such as time of day, store environments, or occasion for which a product will be used are examples of: . group norms. . cultural factors. . subcultural influences. . family influences. . situational determinants.

  • The main 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. the marketing mix exchange integrated marketing communications the promotional mix relationship marketing

    _____ is the immediate, direct response of the senses to stimuli like the smell of coffee, the feel of an ocean breeze, and the taste of chocolate. . Evocation . Sensation . Perception . Attitudinal adjustment . Perception retrieval

    . For which of the following products is the consumer most likely to experience cognitive dissonance? . Chewing gum . Diamond ring . Office supplies . Pencil . Nail polish

  • bout the Internet media? . It is considered as traditional media. . It essentially allows for one-way communication. . It enables marketers to gather valuable personal information from customers and prospects. . The effect of using Internet media can be closely and precisely measured by advertising and ther forms of promotion. . One major disadvantage of Internet media is that it cannot be integrated with other media programs.

    . The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives and experiences is known as: . selective attention. . selective exposure. . selective comprehension. . selective retention. . subliminal perception.

  • Advocates of integrated marketing communications argue that: . firms should communicate with its customers primarily through media advertising. . nonpersonal communications is more effective than personal communications. . package design is the most important way of communicating with customers. . firms should communicate with its customers primarily through one-on-one communication techniques. . firms should develop a total marketing communications strategy.

    . Perception is an important consideration when creating attention-getting ads. Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived. . the consumer's level of sensory input . consumer personality . the internal information search . perception retrieval . subliminal perception

    . The perceptual process has often been referred to as the consumer's _____ process.

    . shaping

    . information retrieval

    . filtering

    . situation-defining

    . modeling

    . _____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. . Marketing Mix . Promotion . Integrated Marketing Communications Mass media advertising Mass marketing

  • To respond to media fragmentation, marketers are moving away from mass marketing and engaging in: mass media communication. television advertising. micromarketing.

    . mass production. relationship management.

    _____ is a technique to probe into the mind of a customer in which an individual is asked to respond to the first thing that comes to his mind when he or she is given a word or a picture. . In-depth interview . Delphi technique . Association tests . Focus groups . Evoked set

    . _____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives. . Problem recognition . Internal information search . External information search . Alternative evaluation . Post purchase evaluation

    . Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by: . routine response behavior. . limited problem solving. . extended problem solving. . high involvement. . cognitive learning.

    . Traditionally, _____ has been the cornerstone of brand-building efforts.

    . interactive media

    . mass-media advertising

    . public relations

    . product placement

    . personal selling

  • . ______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. . Publicity . Advertising . Organizational communication . Promotion . Marketing

    . For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving? . The purchase of laundry detergent . The purchase of a new pair of running shoes by a consumer who runs regularly . The purchase of a new set of skis by an avid skier . The selection of a restaurant for lunch with friends The first time purchase of a personal computer by someone with no prior knowledge of PCs

    . Which of the following is NOT an element of the traditional promotional mix?

    . Packaging

    . Advertising

    . Personal selling

    . Sales promotion

    . Public relations

    . The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as: . the marketing mix. . marketing strategy tools.

    . persuasive marketing mix.

    . the promotional mix.

    . public relations.

  • . _____ is defined as any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication. . Advertising . Personal selling . The promotional mix . Publicity . Sales promotion

  • . Advertising is defined as any:

    . paid forms of nonpersonal communication about a good, service, or company.

    . any communication about a good, service, or company.

    . any communication that moves a product from one level to another level of the distribution channel. . personal communication from a company's representative to prospective buyers. . nonpersonal communication about a good or service that is not paid for or run under identified sponsorship.

    . Which of the following is a characteristic of advertising as a form of promotion?

    . Low cost per contact

    . Non-paid form of promotion

    . The sponsor or advertiser is not identified

    . Immediate feedback and capability to close sales

    . Makes use of non-traditional media

    . KLux, a large soap manufacturing firm, has come up with a new soap known as Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of Honeydew'? . Advertising . Direct marketing . Personal selling . Sales promotion . Publicity

    . The best-known and most widely discussed form of promotion is:

    . personal selling.

    . sales promotion.

    . direct marketing.

    . advertising.

    . publicity/public relations.

  • . Primary-demand advertising is designed to:

    . draw particular attention to a particular branded item.

    . stimulate demand for a general product class or industry.

    . help launch a specific line extension.

    . compare two or more competitors in a real world situation. create a market share gain for the industry leader.

    . Terry buys a cold drink every afternoon. He either buys a Coca-Cola, or a Minute Maid lemonade. He will not consider any other brand or type of soft drink because the two drinks make up his: . decision criteria. . brand attribution list. . working model. . evoked set. . subliminal choices.

    . _____ advertising focuses on creating demand for a specific company's brand.

    . Primary-demand Selective-demand Trade Secondary-demand Industrial

    . Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of: . trade advertising. . primary-demand advertising. . secondary-demand advertising. . retail advertising. . professional advertising.




  • . MAV, a company that manufactures stethoscopes, has placed an ad in MAV, a magazine targeted at doctors. This is an example of: . business-to-business advertising. . trade advertising. . professional advertising. . primary-demand advertising. . direct action advertising.

    . Which of the following statements is true about direct marketing?

    . Traditionally, it has not been considered an element of the promotional mix.

    . It is synonymous with direct mail.

    . Indirect-response advertising is considered as one of its major tools.

    . It is seldom, if ever, used by companies that have an external sales force.

    . It does not exist beyond direct mail and mail-order catalogs.

  • . XYZ is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information of new issues and encouraging you to place your order for additional plates. Given this information, which promotional element does XYZ depend upon? . Advertising . Sale promotion . Direct marketing . Publicity . Pricing

    Nish loves his car and does everything necessary to keep the vehicle in top running condition. When he heard a strange popping noise under the hood, he knew the car needed the services of a mechanic. The noise triggered the _____ stage of the consumer decision-making process. . internal search external search problem recognition alternative evaluation post-purchase evaluation

    Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced. This strategy is focused on reaching consumers at the _____ stage of the consumer decision making process.

    problem recognition . internal search external search alternative evaluation purchase

  • KP is a retailer that uses its website to promote and sell new merchandise. KP views the Internet as a(n) _____ medium. interactive

    indirect primary-demand . print . traditional

    Nelly is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences. Nelly is engaged in: survey research strategies. account-client articulation agreements. integrated marketing communications management. derived demand analysis. . efficient synergy management.

    The Hierarchy of needs theory was popularized by: . Sigmund Freud . Sigmund Maslow . Consumer Healthcare Products Association . Abraham Maslow . James Vicary