Business 530 - Marketing Management » Winter 2023 » Chapter 11 Advertising Messages and Marketing Communications
Need help with your exam preparation?
Get Answers to this exam for $6 USD.
Get Answers to all exams in [ Business 530 - Marketing Management ] course for $25 USD.
Existing Quiz Clients Login here
Question #1
_____ is the primary means by which a company communicates to its customers about its products and brands and position in the marketplace.
A.
Licensing
B.
Franchising
C.
Segmenting
D.
Advertising
Question #2
With respect to the goals of ad campaigns, _____ increases customers' knowledge and awareness about a particular brand.
A.
attitude
B.
the affect element
C.
cognition
D.
the behavior element
Question #3
In the context of the product life cycle, ads for a brand in the growth stage:
A.
inform customers about the new product or offering.
B.
concentrate on the promotion of a diversified product.
C.
maintain a steady presence by serving reminders.
D.
enhance the positivity of the target segment's attitudes.
Question #4
In the context of the product life cycle, a product in the maturity stage is promoted heavily with strong and positive ad campaigns.
A.
False
B.
True
Question #5
Buying inertia is lower in a "high involvement purchase" than a "low involvement purchase."
A.
True
B.
False
Question #6
_____ is important before launching a core product's full ad campaign.
A.
Linearity testing
B.
Beta testing
C.
Alpha testing
D.
Copy testing
Question #7
Which of the following ads use utilitarian appeals?
A.
Subliminal ads
B.
Fear appeal ads
C.
Humor appeal ads
D.
Cognitive ads
Question #8
_____ ads tend to be informative, featuring the product's attributes and their benefits.
A.
Image
B.
Perceptual fluency
C.
One-sided argument
D.
Subliminal
Question #9
Movie theater owners flash ads at the start of a movie. These ads are an example of _____.
A.
comparative ads
B.
subliminal ads
C.
one-sided argument ads
D.
two-sided argument ads
Question #10
The elaboration likelihood model:
A.
assumes that there are two ways into a consumer's brain—a central path or a peripheral path.
B.
assumes that buying inertia is directly proportional to two factors—the empathy gap and impact basis.
C.
transfers the experience of "correctness and importance" to the ensuing assessment of the chosen object, increasing its superficial worth.
D.
offers an economic advantage by requiring minimal cognitive effort on the part of the recipient.
Question #11
There are instances where a positive association with a celebrity affects customers, even if the celebrity knows little about the product being endorsed. This is known as the _____.
A.
subliminal effect
B.
sleeper effect
C.
one-sided effect
D.
humor effect
Question #12
Companies pulsing out reminder ads to reinforce their target customers' attitudes use a(n) _____ type of ad.
A.
one-sided argument
B.
comparative
C.
emotional appeal
D.
non-comparative
Question #13
There are two phases to ad copy testing—overall concept testing and preliminary flow testing.
A.
True
B.
False
Question #14
Most marketers believe that a strong attitude-to-the-brand results in a strong attitude-to-the-ad, which in turn results in a likely purchase.
A.
True
B.
False
Question #15
To capture moment-by-moment processing of a viewer, an advertiser uses dial procedures.
A.
True
B.
False
Question #16
Advertising is important first because it facilitates customer awareness.
A.
False
B.
True
Need help with your exam preparation?
Get Answers to this exam for $6 USD.
Get Answers to all exams in [ Business 530 - Marketing Management ] course for $25 USD.
Existing Quiz Clients Login here