Multiple Choice

_____ 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.
C. Integrated Marketing Communications
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.
To respond to media fragmentation, marketers are moving away from mass marketing and
engaging in:
C. micromarketing.
_____ 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.
B. Brand identity
A(n) _____ is a document that evolves from an organization's overall corporate strategy and
serves as a guide for specific marketing programs and policies.
A. strategic marketing plan
The first step in the target marketing process is to:

C. determine whether to use a market segmentation strategy or a mass marketing strategy.
The market segmentation process:

B. divides a market into distinct groups that will respond similarly to marketing actions.
From the perspective of a promotional planner, the primary purpose of most media is
to:
C. provide an environment for the firm's marketing communications message.
A(n) ______ primary function is to provide information or entertainment to its audience.

C. media's
Direct-marketing agencies, sales promotion agencies and public relations firms are examples of:
D. specialized marketing communication services.
_____ generally occurs during the first stage in the consumer decision-making process.
C. Problem recognition
A _____ is a desire for something that one does not have.

B. want
The Hierarchy of needs theory was popularized by:
D. Abraham Maslow
According to Abraham Maslow's hierarchy of needs, the basic level of needs is:
A. physiological needs.
Lower level needs such as hunger and thirst are important to marketers because these
needs:
B. are an ongoing source of motivation for most consumer purchase behavior.
Which of the following statements is true about effective communication?

B. For effective communication, marketers must understand the meanings that
consumers attach to words and symbols and how these words and symbols are
interpreted.
Putting thoughts, ideas or information together in symbolic form is called:

A. encoding.
The _____ is a planning tool that can be used by marketers to consider how controllable
elements of the communications process interact with the consumers' response process.
B. persuasion matrix
According to the persuasion matrix, which of the following is a dependable variable of the
communications model?
C. Comprehension
A marketer of supercomputers would recruit individuals with backgrounds in computer science

and engineering to work as salespeople in order to ensure its sales force has high levels of:
A. expertise.
Ads are often called _____.

C. creative
Many companies are willing to spend hundreds of millions of dollars each year on
creative advertising because: *
C. they know that good creative strategy and execution are often critical to the success
of a product or service.
Which of the following statements is true according to the Hirschman study about the
creative people involved in advertising? *
They want to maximize the impact of the message.
A client who manufactures maternity clothes for businesswomen wants a new

advertising campaign. Visits to obstetrician's offices to observe the clothes being worn
and to maternity shops at the mall to see how they were selected could be a part of the
_____ step of the creative process. *
A. preparation
Advertising creative personnel tend to: *

C. rely on intuition more than logic.
Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a
product or service are known as _____ appeals. *
D. emotional
_____ advertising attempts to make the experience of using a product or service richer, warmer
or more exciting. *
C. Transformational
Transformational advertising can differentiate a product or service by: *

B. making the consumption experience more meaningful, exciting and enjoyable.
Rational and emotional advertising appeals: *

C. can be combined since consumers' purchase decisions are often made on the basis
of rational and emotional motives.
Which of the following is an example of a media vehicle? *

B. America's Next Top Model Show
_____ is the number of times a receiver is exposed to a message in a given time period. *
D. Frequency
_____ refers to the potential audience that might receive the message through a vehicle. *
D. Coverage
_____ is an external factor that may influence the determination of media strategy. *
B. Competitive factors
The survey of buying power index is particularly useful for providing _____ information. *
A. geographic
The average cost per thousand (CPM) of outdoor ads is greater than that of radio and magazine
ads. *F
Because of the high frequency of exposures, outdoor may lead to a quick wear out. *T
elson receives a beautiful pen and a calendar from a company of which he has been an old
customer. The calendar and the pen could be termed as an advertising specialty. *T
_____ media are used to reach those people in the target market the primary media may not
have effectively reached and to reinforce, or support, their messages.
E. Support
_____ media includes billboards, street furniture, alternative media, and transit—as well as
specific forms of radio. *
E. Out-of-home advertising
Digital outdoor media takes three forms. They are video advertising networks, ambient
advertising and: *
B. digital billboards.
Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines. *
A. consumer
Modern Maturity, Playboy, and Seventeen are all magazines that offer advertisers _____
selectivity. *
A. demographic
Consumers are generally receptive to advertising in magazines because: *

A. the ads are relevant to them and can be of value in making a purchase decision.
Which of the following statements provides a reason why consumers are more receptive
to magazine advertising than to television advertising? *
B. Because they are interested in the content and ads provide additional information
relevant to the issue or topic area.
Which of the following statements about the reach and frequency of consumer
magazines is true? *
B. For a broad-reach strategy, magazines should be used in conjunction with other
media.
One disadvantage of direct marketing is that it results in a lot of waste coverage F
Direct marketing: can generate immediate behavioral response.
Which of the following is an example of direct-response media?

C. The Internet
Which of the following statements is true about the growth of direct marketing? The
rapid technological advancement of the electronic media and the Internet has led to
growth in direct marketing.
Airlines send out mailers or e-mails announcing promotional airfares. Which of the
combinations of promotional media do they make use of?
Sales promotion and direct marketing
Internet serves as the most effective tools for creating awareness of the organization and its
products especially in case of large companies. F
Behavior tracking, on the Internet, helps in tailoring the message to appeal to the specific needs
and wants of the target audience. T
_____ is the place where providers make information available to users of the Internet.
C. Web site
Naomi has a small consulting business. She wants to use her Web site to provide
background about her company's qualifications and answer frequently asked questions.
Naomi will design her website with the primary objective of:
C. providing information.
Which of the following is difficult to achieve through the Internet?

C. Disseminating information
Which of the following elements of the integrated marketing communications programs is

designed to provide an extra incentive to consumers to purchase a brand?
E. Sales promotion
Coupons, bonus packs, premiums, and samples are promotional offers that are targeted
towards:
A. consumers.
Consumer-oriented sales promotions are part of a promotional _____ strategy.

B. pull
Which of the following is an example of consumer-oriented sales promotion activity?

E. Coupons
Which of the following statements is true about sales promotion programs?

B. Many sales promotion programs are designed to motivate distributors and
retailers to carry a product and push it to their customers.
Publicity, public relations, and corporate advertising all are integral parts of the overall
promotional effort.T
The new role of public relations (PR) is more marketing - oriented when compared to its
traditional role.T
One main advantage of marketing public relations is that media time and space are
guaranteed.F
In the traditional perspective, public relations is viewed as a(n) _____ function whose primary
responsibility is to maintain mutually beneficial relationships between the organization and its
publics.
nonmarketing
The new role of public relations is one characterized by:

E. a broader, more marketing-oriented role.
A decentralized approach to organizing for advertising should be adopted when the company
can use standardized advertising.F
Many companies prefer a centralized organizational structure to keep control of the marketing
effort and corporate and/or brand image. T
Brands or messages that have a primarily verbal appeal are best suited for worldwide ad
campaigns.T
Which of the following factors is limiting growth opportunities in the U.S. market for
many companies?
B. Saturated markets for many products and services
Swiss-based Nestlé and Netherlands-based Unilever are two of the world's largest
consumer-product companies as a result of:
D. their ability to market their brands to consumers around the world.
Which of the following statements describes the media's role in the self-regulation of
advertising?
The media can refuse to accept individual ads they find offensive or objectionable.
Which of the following media has the most stringent review and approval process for
advertising?
E. The four major television networks
A very frustrating, and often expensive, scenario for both an agency and its client occurs
when:
D. a commercial is approved at the storyboard stage but then is rejected after it is
produced.
The three major participants in the advertising process that work individually and
collectively to encourage truthful, ethical, and responsible advertising are:
D. advertisers, agencies, and the media.
_____ has been legally defined as "advertising or other sales presentations which
praise the item to be sold with subjective opinions, superlatives, or exaggerations,
vaguely and generally, stating no specific facts."
D. Puffery
A lapse in ethical standards or judgment in advertising and promotion can be more

damaging to a company than the lapses in other disciplines. Identify the most logical
reason for this.
A. These actions are highly visible and hence it could attract more attention.
Advertisers have made false or misleading claims or failed to award prizes promoted in a
contest or sweepstakes. Such false claims can be reckoned as _____ advertisements.
A. deceptive
Which of the following is the right classification for advertisements that project a sexual
appeal, without any relevance to the products?
C. Advertising as offensive or in bad taste
The advertising appeals that have received the most criticism for being in poor taste are those
using:
C. sexual appeals.
There has been found to be a strong product class effect with respect to the types of
ads consumers perceived as distasteful or irritating. The most irritating commercials
tend to be for:
D. feminine hygiene products.
Recent research suggests that influential members who are active within __________ could be
an effective avenue for targeting.
A. social media
Young consumers who were surveyed found great difficulty in:

D. recalling any brands advertising on Facebook or Twitter.
Consumer behaviour is defined as:

B. the process people engage in when searching, selecting, and using products and services that
they need
____ is the process and activities that people engage in when searching for, selecting,
purchasing, using, evaluating and disposing of products and services so as to satisfy their needs
and desires.
B. Consumer behaviour
_____ is the first stage in the consumer decision making process.

C. Need recognition
Richard 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 that the car
needed the services of a mechanic. At this point, Richard was in the _____ stage of the
consumer decision-making process.
B. need recognition
Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake,
but made with yogurt instead of milk. Even though its marketers tried to use marketer-
induced need recognition, the product failed in large measure because:
A. consumers did not see a need for the product
Oral B markets an indicator toothbrush that reminds consumers when they need to replace
their old worn brushes. This strategy is focused to reach consumers at which stage of the
consumer decision making process?
A. Need recognition
The market for cereal seems saturated, but still cereal companies continue to develop
new offerings. Which of the following best explains why Quaker found it necessary to
develop and market red and green coloured Cap'n Crunch for the Christmas season?
A. Consumer's novelty-seeking behaviour
_____ are factors that compel or drive a consumer to take a particular action.
A. Motives
According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are
______ needs.
C.self-actualization
needs:
B. are an ongoing source of motivation for most consumer
The headline for the Allstate 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 ______ needs as
defined by Maslow's hierarchy.
D. safety
On a trip to Halifax, Myra 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 for help and looked in the
local yellow pages. Finally, she called a friend who used to live in Halifax for his
recommendation. Myra was obviously engaged in which stage of the consumer decision
making process?
B. Information search
_____ 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.
A. Internal search
Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at
Future Shop many questions before purchasing a stereo receiver. These activities are examples
of:
B. external search
_____ is the process by which an individual receives, selects, organizes, and interprets
information to create a meaningful picture of the world.
C. Perception
Perception is an important consideration for ad creation. Obsession perfume used scent

strips in its ads and a caterer mailed free samples to potential clients to influence _____
and to increase the probability that the ad will be noticed.
A. the level of sensory input
One study estimates that the consumer is potentially exposed to nearly 1500 ads per day, yet
perceives only 76 of these messages. _____ accounts for this phenomenon
A. selective attention
Daria is listening to music on her car radio. When a commercial comes on, she changes the
station. Daria is engaging in:
B. selective exposure.
_____ occurs when Betty elects to read only the book section of the National Post Saturday
newspaper and not look at the other sections of the paper.
A. Selective attention
The perception process whereby consumers interpret information based on their own attitudes,
beliefs, motives, and experiences is known as:
B. selective comprehension.
The Energizer bunny, the golden arches of McDonald's, and the Mr. Peanut character used by
Planters' Peanuts are all examples of:
D. mnemonics
Symbols, rhymes, association, and images that assist in the learning and memory processes are
known as:
B. mnemonics
Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-
HILTONS. The telephone number is based on:
D. a mnemonic.
Every afternoon at about 3 o'clock, Neil buys a cold drink. He either buys a Coca-Cola,
a Mountain Dew, or a Minute Maid lemonade. He will not buy any other brand or type of
soft drink because the three drinks make up his:
C. evoked set.
The brands identified by the consumer as purchase options to be considered is called a(n):
A. evoked set.
____ refer to specific events or outcomes that consumers experience when a product or service
is purchased and/or consumed.
D. Consequences
An example of functional benefit is:

A. the taste of a soft drink
Concrete outcomes of product usage that are tangible and directly related to product
performance are:
C. functional benefits
_____ is a construct or notion that represents an individual's overall feelings or evaluation of an

object.
D. An attitude
_____ is a predisposition to buy a certain brand.

B. A purchase intention
_____ is a preference for a particular brand that results in its repeated purchase.
D. Brand loyalty
Bryan Nixon owns several apartments. Having tried some other appliance brands in his
rental apartments and been dissatisfied with their short life span, Nixon will now only
purchase Maytag brand appliances to go into his apartments. Nixon's repeat purchases
of Maytag appliances indicate:
C. strong brand loyalty.
Marketers strive to develop and maintain brand loyalty by doing all of these things
EXCEPT:
A. reducing reminder advertising expenditures.
A judgement that consumers make with respect to the pleasurable level of consumption-related
fulfillment is more simply known as:
B. satisfaction.
Digital technology such as NFC used in in-store communication continues to improve the
shopping experience. What does NFC stand for?
B. Near Field Communication
Information such as product knowledge, meanings, and beliefs is combined to evaluate

alternatives through:
C. integration processes
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 called:
B. heuristics
Maxwell House Coffee ads emphasize consumers' overall emotional impressions 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:
A. the affect referral decision rule
For which of the following products is the consumer most likely to experience cognitive
dissonance?
B. Diamond engagement ring
A feeling of post-purchase doubt or psychological tension that a consumer experiences after

making a difficult purchase choice is called:
C. cognitive dissonance.
Most of the purchase decisions made by consumers for low-priced frequently purchased
products are characterized by:
A. routine response behaviour
For which of the following situations is a consumer's purchase behaviour likely to be

characterized by extended problem solving?
D. The first time purchase of a personal computer by a student with no prior knowledge
of PCs.
A product manager for a new brand of laundry detergent must:

B. interrupt consumers' routine choice behaviour and get them to consider a new brand
A group whose presumed perspective or values are used by an individual as the basis for his
judgments, opinions, and actions is a:
C. reference group
A reference group to which one does not wish to belong is a _____ group.
A. disassociative
Reference groups to which one would like to belong are called _____ groups.
A. aspirational
Reference group members play many roles in the purchase decision-making process. Which of
the following is NOT one of those roles?
B. The associate
The first step in the target market process is to:

B. segment the market

B. divides a market into distinct groups that will respond similarly to marketing actions
When television stations sell advertising time based on age categories of viewers, they are using
_____ segmentation.
A. demographic
Which of the following is the LEAST effective potential basis for segmenting the consumer
market for bran muffin mixes?
C. home ownership
Lester's Smoked Meat is very popular in Montreal, but not as popular in the rest of Canada.
Given this information, Lester's should use _____ segmentation.
C. geographic
Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as:
A. demographic segmentation
All of the following are demographic factors EXCEPT:

D. product usage
Ads for consumer finance companies are often aimed at people making $25,000 or less annual
salaries. Consumer finance companies are using _____ segmentation.
B. demographic
An ad for a travel agency offers trips especially designed for grandparents and their
grandchildren to enjoy together. This example illustrates the use of _____ segmentation.
B. demographic
An ad for Nivea skin cream which is used by women states that the cream allows you to "give
your skin back its own wrinkle control." This ad is using _____ segmentation.
B. benefit and demographic
____ divides a market on the basis of lifestyles.

B. Psychographic segmentation
The ad for the Disney Institute at Walt Disney World describes vacations during which
an individual can immerse him or herself in the joys of gardening for a week and take
classes with horticulturists. This is an example of _____ segmentation.
A. psychographic\
Psychographic segmentation considers values and lifestyle attributes based on an

analysis of consumers' AIOs. This stands for:
B. Activities, interests and opinions
Psychographic segmentation considers each of the following variables EXCEPT:

D. spending ability
_____ segmentation divides consumers into groups according to their usage, loyalties, or buying
responses to a product.
C. Behaviouristic
Research shows that about two-thirds of the new insurance policies Prudential sells will
be to current policyholders. This information indicates a ______ segmentation would be
appropriate for Prudential to use along with demographic and psychographic
segmentation.
D. VALS
Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure
telephone calling they do.
A. behaviouristic
Which of the following bases for segmentation is employed when consumers are grouped
according to their use of a product or service (heavy versus light)?
A. Behaviouristic
_____ segmentation is the grouping of customers on the basis of attributes sought in a product.
A. Benefit
An advertising campaign stating that BMW "outperforms most cars on the road even before you
step on the accelerator" is an example of _____ segmentation.
A. benefit
70. The fact that some consumers want a toothpaste that fights cavities while others want a
toothpaste that freshens their breath and whitens their teeth provides an opportunity for _____
segmentation in the toothpaste market.
B. benefit
Volvo's strategy of emphasizing the safety of its cars in its advertising reflects a positioning
strategy based on:
A. benefit segmentation
_____ segmentation has been increasingly accepted with the advent of the values and lifestyles
(VALS) program.
B. Psychographic
_____ is the complexity of learned values, norms, and meanings shared by members of a
society.
B. Culture
_____ refers to relatively homogeneous divisions in a society into which people sharing similar
lifestyles, values, norms, interests, and behaviours can be grouped.
A. Social class
____ are customers that buy the main brand, but also buy another brand in the product
category within a given relevant time period.
B. Favourable brand switchers
Campbell's Soup wishes to maintain consistent consumer purchase and consumption behavior
without having to advertise too often or too heavily. They should focus their communications
on:
A. brand loyalists
Oftentimes, changes in one's life lead a consumer to purchase products they have not used
before. These consumers are considered to be:
D. new category users
Jeff runs several times a week and believes that Nike running shoes are the best for his
running style and the shape and size of his foot. Puma may consider it inefficient to
advertise to Jeff because they consider him to be:
C. an other brand loyal
If an ad uses language or references to a lifestyle that is unfamiliar to the ____, there is less
likelihood of it influencing in the direction intended.
D. target audience
Developing a(n) ________ allows the message to be more precisely delivered in a medium that
has a higher proportion of the target audience.
A. detailed profile of the target market
Recent research suggests that influential members who are active within __________ could be
an effective avenue for targeting.
A. social media
2. Young consumers who were surveyed found great difficulty in: recalling any brands
advertising on Facebook or Twitter.
Consumer behaviour is defined as:

B. the process people engage in when searching, selecting, and using products and services that
they need
_____ is the process and activities that people engage in when searching for, selecting,
purchasing, using, evaluating and disposing of products and services so as to satisfy their needs
and desires.
B. Consumer behaviour
_____ is the first stage in the consumer decision making process.

C. Need recognition
Richard 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 that the car
needed the services of a mechanic. At this point, Richard was in the _____ stage of the
B. need recognition
Yonique was a beverage made from yogurt. It was similar in consistency to a milkshake,
but made with yogurt instead of milk. Even though its marketers tried to use marketer-
induced need recognition, the product failed in large measure because:
A. consumers did not see a need for the product
Oral B markets an indicator toothbrush that reminds consumers when they need to replace
their old worn brushes. This strategy is focused to reach consumers at which stage of the
consumer decision making process?
A. Need recognition
The market for cereal seems saturated, but still cereal companies continue to develop
new offerings. Which of the following best explains why Quaker found it necessary to
develop and market red and green coloured Cap'n Crunch for the Christmas season?
A. Consumer's novelty-seeking behaviour
_____ are factors that compel or drive a consumer to take a particular action.
A. Motives
According to Abraham Maslow's hierarchy of needs theory, the highest level of needs are
______ needs.
C. self-actualization
needs:
B. are an ongoing source of motivation for most consumer purchase behaviour
The headline for the Allstate Flood Insurance program ad reads, "There's a chance of
a flooded home and shows how flood insurance helps to satisfy the ______ needs as
D. safety
On a trip to Halifax, Myra experienced car trouble. She knew she needed to find a good
staying. She also called the local Better Business Bureau for help and looked in the
local yellow pages. Finally, she called a friend who used to live in Halifax for his
recommendation. Myra was obviously engaged in which stage of the consumer decision
making process?
B. Information search
_____ 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.
A. Internal search
Dara Smith looked at articles in Consumer Reports magazine and asked the salesperson at
Future Shop many questions before purchasing a stereo receiver. These activities are examples
of:
B. external search
____ is the process by which an individual receives, selects, organizes, and interprets
C. Perception
Perception is an important consideration for ad creation. Obsession perfume used scent
strips in its ads and a caterer mailed free samples to potential clients to influence _____
and to increase the probability that the ad will be noticed.
A. the level of sensory input
One study estimates that the consumer is potentially exposed to nearly 1500 ads per day, yet
perceives only 76 of these messages. _____ accounts for this phenomenon
A. selective attention
Daria is listening to music on her car radio. When a commercial comes on, she changes the
station. Daria is engaging in:
B. selective exposure
_____ occurs when Betty elects to read only the book section of the National Post Saturday
newspaper and not look at the other sections of the paper.
beliefs, motives, and experiences is known as:
B. selective comprehension
The Energizer bunny, the golden arches of McDonald's, and the Mr. Peanut character used by
Planters' Peanuts are all examples of:
Mnemonics
Symbols, rhymes, association, and images that assist in the learning and memory processes are
known as:
B. mnemonics
Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-
HILTONS. The telephone number is based on:
D. a mnemonic
Every afternoon at about 3 o'clock, Neil buys a cold drink. He either buys a Coca-Cola,
a Mountain Dew, or a Minute Maid lemonade. He will not buy any other brand or type of
soft drink because the three drinks make up his:
C. evoked set
The brands identified by the consumer as purchase options to be considered is called a(n):
A. evoked set.
_____ refer to specific events or outcomes that consumers experience when a product or
service is purchased and/or consumed.
D. Consequences
An example of functional benefit is:
A. the taste of a soft drink
Concrete outcomes of product usage that are tangible and directly related to product
performance are:
C. functional benefits
____ is a construct or notion that represents an individual's overall feelings or evaluation of an

object.
D. An attitude
_____ is a predisposition to buy a certain brand.

____ is a preference for a particular brand that results in its repeated purchase.
D. Brand loyalty
Bryan Nixon owns several apartments. Having tried some other appliance brands in his
rental apartments and been dissatisfied with their short life span, Nixon will now only
purchase Maytag brand appliances to go into his apartments. Nixon's repeat purchases
of Maytag appliances indicate:
Marketers strive to develop and maintain brand loyalty by doing all of these things
EXCEPT:
A. reducing reminder advertising expenditures
A judgement that consumers make with respect to the pleasurable level of consumption-
related fulfillment is more simply known as:
B. satisfaction.
Digital technology such as NFC used in in-store communication continues to improve the
shopping experience. What does NFC stand for?
B. Near Field Communication

C. integration processes
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 called:
B. heuristics
Maxwell House Coffee ads emphasize consumers' overall emotional impressions of the
brand with its "Good to the last drop" slogan. Maxwell House wants consumers to
A. the affect referral decision rule
dissonance?
B. Diamond engagement ring
A feeling of post-purchase doubt or psychological tension that a consumer experiences after

making a difficult purchase choice is called:
C. cognitive dissonance.
A. routine response behaviour
For which of the following situations is a consumer's purchase behaviour likely to be

D. The first time purchase of a personal computer by a student with no prior knowledge
of PCs.

B. interrupt consumers' routine choice behaviour and get them to consider a new brand
A group whose presumed perspective or values are used by an individual as the basis for his
judgments, opinions, and actions is a:
C. reference group
A reference group to which one does not wish to belong is a _____ group.
A. disassociative
Reference groups to which one would like to belong are called _____ groups.
A. aspirational
Reference group members play many roles in the purchase decision-making process. Which of
the following is NOT one of those roles?
B. The associate
The first step in the target market process is to:

B. segment the market
B. divides a market into distinct groups that will respond similarly to marketing actions
When television stations sell advertising time based on age categories of viewers, they are using
_____ segmentation.
A. demographic
Which of the following is the LEAST effective potential basis for segmenting the consumer
market for bran muffin mixes?
C. home ownership
Lester's Smoked Meat is very popular in Montreal, but not as popular in the rest of Canada.
Given this information, Lester's should use _____ segmentation.
C. geographic
Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as:
A. demographic segmentation
All of the following are demographic factors EXCEPT:

D. product usage
Ads for consumer finance companies are often aimed at people making $25,000 or less annual
salaries. Consumer finance companies are using _____ segmentation.
B. demographic
An ad for a travel agency offers trips especially designed for grandparents and their
grandchildren to enjoy together. This example illustrates the use of _____ segmentation.
B. demographic
An ad for Nivea skin cream which is used by women states that the cream allows you to "give
your skin back its own wrinkle control." This ad is using _____ segmentation.
B. benefit and demographic
____ divides a market on the basis of lifestyles.

B. Psychographic segmentation
The ad for the Disney Institute at Walt Disney World describes vacations during which
an individual can immerse him or herself in the joys of gardening for a week and take
classes with horticulturists. This is an example of _____ segmentation.
A. psychographic
Psychographic segmentation considers values and lifestyle attributes based on an
analysis of consumers' AIOs. This stands for:
B. Activities, interests and opinions
Psychographic segmentation considers each of the following variables EXCEPT:

D. spending ability
_____ segmentation divides consumers into groups according to their usage, loyalties, or buying
responses to a product.
C. Behaviouristic
Research shows that about two-thirds of the new insurance policies Prudential sells will
be to current policyholders. This information indicates a ______ segmentation would be
appropriate for Prudential to use along with demographic and psychographic
segmentation.
D. VALS
Bell Canada uses _____ segmentation to segment consumers in terms of how much leisure
telephone calling they do.
A. behaviouristic
Which of the following bases for segmentation is employed when consumers are grouped
according to their use of a product or service (heavy versus light)?
A. Behaviouristic
_____ segmentation is the grouping of customers on the basis of attributes sought in a product.
A. Benefit
An advertising campaign stating that BMW "outperforms most cars on the road even before you
step on the accelerator" is an example of _____ segmentation.
A. benefit
The fact that some consumers want a toothpaste that fights cavities while others want a
toothpaste that freshens their breath and whitens their teeth provides an opportunity for _____
segmentation in the toothpaste market.
B. benefit
Volvo's strategy of emphasizing the safety of its cars in its advertising reflects a positioning
strategy based on:
A. benefit segmentation
_____ segmentation has been increasingly accepted with the advent of the values and lifestyles
(VALS) program.
B. Psychographic
____ is the complexity of learned values, norms, and meanings shared by members of a society.
B. Culture
____ refers to relatively homogeneous divisions in a society into which people sharing similar
lifestyles, values, norms, interests, and behaviours can be grouped.
A. Social class
____ are customers that buy the main brand, but also buy another brand in the product
category within a given relevant time period.
B. Favourable brand switchers
Campbell's Soup wishes to maintain consistent consumer purchase and consumption behavior
without having to advertise too often or too heavily. They should focus their communications
on:
A. brand loyalists
Oftentimes, changes in one's life lead a consumer to purchase products they have not used
before. These consumers are considered to be:
D. new category users
Jeff runs several times a week and believes that Nike running shoes are the best for his
running style and the shape and size of his foot. Puma may consider it inefficient to
advertise to Jeff because they consider him to be:
C. an other brand loyal
If an ad uses language or references to a lifestyle that is unfamiliar to the ____, there is less
likelihood of it influencing in the direction intended.
D. target audience
Developing a(n) ________ allows the message to be more precisely delivered in a medium that
has a higher proportion of the target audience.
A. detailed profile of the target market
Consumer behavior is defined as:

B. the process people engage in when searching for,
____ is the process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs and
desires.
C. Consumer behavior
_____ generally occurs during the first stage in the consumer decision making process.
C. Problem recognition
Ilon 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
C. problem recognition
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.
A. problem recognition
Which of the following statements describe a situation in which marketer-induced

problem recognition was used?
A. Shoppers Stop, a clothing and accessories brand, sends a newsletter to all its
customers every three months that gives them details on what is in fashion and the new
arrivals at the store.
A _____ is a desire for something that one does not have.

B. want
Marketers often introduce new brands into markets that are mature and saturated because of
consumer's tendency towards:
B. novelty seeking 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?
A. Consumer's novelty-seeking behavior
____ are factors that compel or drive a consumer to take a particular action.
A. Motives
The Hierarchy of needs theory was popularized by:

D. Abraham Maslow
The headline for the National Flood Insurance program ad reads, "There's a chance of
a flooded home and shows how flood insurance helps to satisfy the ______ need as
E. safety
The ad for Riverside Military Academy (RMA) states, "RMA sets standards that enable
young men to achieve extraordinary excellence for a lifetime of accomplishments." In
other words, students attending RMA will satisfy their ______ needs as defined by
Maslow's hierarchy.
C. self-actualization
An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your
Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and
close friends. Duncan Hines is claiming to help satisfy consumers' _____ need as
B. social
The slogan of Bata, an Indian shoe brand, is 'The World at your feet.' Bata is focusing on
satisfying which of the following need of the consumers?
D. Esteem
____ 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.
C. Association tests
Martha 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 Martha participating in?
A. Projective techniques
_____ is an approach to the structure and development of personality that focuses on the
underlying motivations for human behavior.
B. Psychoanalytic theory
The print ad for Thomasville furniture's Louis Phillipe design shows a rumbled bed with
pillows flung on the floor and two empty glasses of wine on a nearby table. The door to
the balcony is open and looks as if the lovers have just stepped out to look at the moon.
The use of sexual innuendoes in this ad to attract attention would be an application of:
B. the psychoanalytic theory.
Clothing manufacturers like Calvin Klein and DKNY often employ sexy models in an
attempt to attract attention to their ads. The theoretical explanation that would most
support the idea that stimulating the consumer's sex drive would lead to product
purchase is an application of:
B. the psychoanalytic theory.
If one subscribes to the theory that "sex sells," which of the following theories would best
support this position?
D. Psychoanalytical theory
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:
A. motivation researchers.
Critics of psychoanalytic theory believe any results from motivation research are
unusable because:
D. the theory is too vague.
On a trip to Spokane, Joy experienced car trouble. She knew she needed to find a good
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 Spokane for his
recommendation. Joy was engaged in the _____ stage of the consumer decision
making process.
B. information search
_____ 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.
B. Internal information search
Sam Crenshaw 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:
B. external information search.
____ is the process by which an individual receives, selects, organizes, and interprets
C. Perception
____ 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.
B. Sensation
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.
A. the consumer's level of sensory input
The perceptual process has often been referred to as the consumer's _____ process.
C. filtering
_____ is a filtering or screening of exposure, attention, comprehension, and retention of

stimuli.
Selective perception
Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially
interested in the ads for Ford and GMC trucks because he is planning on buying a new
truck. Jeremy did not notice the truck, but because he is a theater major, he did notice
the ads for a new movie based on an Alfred Hitchcock classic. _____ accounts for why
the two watched the same television show and saw different commercials.
___ 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.
B. Selective exposure
beliefs, motives and experiences is known as:
C. selective comprehension.
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:
D. selective retention.
Through the use of mnemonics, advertisers hope consumers will engage in _____ when they
see the advertisements.
D. selective retention
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:
C. mnemonics.
Symbols, rhymes, association and images that assist in the learning and memory processes are
known as:
C. mnemonics.
Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on:
D. a mnemonic.
The basis for subliminal advertising can be found in:

B. psychoanalytic theory.
____ is the ability to perceive a stimulus that is below the level of conscious awareness.
D. Subliminal perception
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.
D. psychoanalytical
The various brands identified as purchase options to be considered during the alternative
evaluation process are known as:
D. the evoked set.
During which stage of the consumer decision-making process are evoked sets and evaluative
criteria relevant?
D. Alternative evaluation
Todd 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:
D. evoked set.
Leeanne is going to buy canned vegetables for her family's meals. Her evoked set
would best be described as:
C. Del Monte and Stokely's canned vegetables because they are the only two brands
she is aware of.
_____ are the dimensions or attributes of a product that are used to compare different
alternatives.
A. Evaluative criteria
During which stage of the consumer decision making process are both functional and
psychosocial consequences important?
D. Alternative evaluation
____ refer to specific events or outcomes consumers experience when a product or service is
purchased and/or consumed.
D. Evaluative Criteria and Consequences
____ are the concrete outcomes of product or service usage that are tangible and directly
experienced by consumers.
A. Functional consequences
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:
A. functional consequences.
Which of the following is an example of a functional consequence?

D. The taste of buttered popcorn in a movie theater.
Which of the following is an example of a psychosocial consequence?
B. The feeling of prestige associated with wearing a Rolex watch.
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:
B. psychosocial consequences.
_____ are the abstract outcomes of product or service usage that are intangible, subjective and
personal.
B. Psychosocial consequences
_____ 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.
D. An attitude
Which of the following statements describes a major advantage inherent in the use of
multiattribute models to study consumer behavior?
C. Multiattribute models help marketers better understand and diagnose the underlying
structure or basis of consumers' attitudes.
____ 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. A multiattribute attitude model
Beliefs concerning specific attributes or consequences that are activated and form the basis of
an attitude are known as:
E. 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:
A. increasing or changing the strength or belief rating of the brand on an important
attribute.

C. integration processes.
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:
B. called heuristics.
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
A. the affect referral decision rule.
Nestlé uses the slogan, "Good Food, Good Life" to stress that its products provide
everything consumers need—there is no need of looking at any other brands. Nestlé
uses:
A. the affect referral decision rule.
_____ is an outcome of the alternative evaluation process and represents a predisposition to

buy a certain brand.
_____ is a preference for a particular brand that results in its repeated purchase.
D. Brand loyalty
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:
____ occurs when consumer's expectations are either met or exceeded.

B. Satisfaction
In the post purchase evaluation stage, when performance of a product or service is below
expectations, it would result in:
C. dissatisfaction of consumer.
___ is a state of psychological tension or post-purchase doubt a consumer may experience after
making a difficult purchase decision.
C. Cognitive dissonance
dissonance?
B. Diamond ring
A. routine response behavior.
For which of the following situations is a consumer's purchase behavior most likely to be
E. The first time purchase of a personal computer by someone with no prior knowledge
of PCs
B. interrupt consumers' routine choice behavior and get them to consider a new brand.
____ is the process by which individuals acquire the purchase and consumption knowledge and
experience they apply to future related behavior.
C. Consumer learning
____ assumes that learning is an associative process with an already existing relationship
between a stimulus and a response.
A. Classical conditioning
__ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity
in time and space.
D. Contiguity
____ is likely to occur when a point-of-purchase display for a new type of dental
adhesive is teamed with a life-size portrait of Clint Eastwood, a man many people who
are over 50 admire and want to emulate.
A. Classical conditioning
Many baby boomers, especially males, can easily recognize the aqua blue color that
was used on many 1950s automobiles. Seeing that color on a restaurant wall or as the
color used on restaurant booths will elicit a response to that restaurant that is:
C. consistent with classical conditioning principles.
An ad for Lowe's Home Improvement Warehouses shows a U.S. flag made out of
flowers and has the headline, "Hooray for the red, white, and bloom." The ad associates
Lowe's with the beauty of flowers as well as patriotism—both of which evoke positive
responses in consumers and by association should evoke positive responses for
Lowe's. This is an example of:
A. the application of classical conditioning theory.
Why are principles of operant conditioning useful in the development of promotional

strategies?
B. They show that experiences with products provide reinforcements that affect future
purchase behaviours.
Operant conditioning is sometimes referred to as _____ conditioning.

D. instrumental
Campbell's uses coupons, premiums and sweepstakes to promote its soup. This reflects an
application of:
C. operant conditioning.
The presence of a prize in every box of Cracker Jack snacks is an example of:
B. continuous reinforcement.
Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the behavior is
likely to cease when the reinforcement stops.
A. continuous
____ is the reinforcement of successive acts that lead to a desired behavioral pattern or
response.
A. Shaping
When Sunkist introduced Almond Accents, a topping for everything from salads to
casseroles, the promotional program for the introduction process included a 75-cents-off
coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In
addition, consumers were asked to enter an original recipe using Almond Accents in a
contest in which the first prize was a trip for two to the Culinary Institute of America. The
use of these promotional tools is a good example of the application of:
B. shaping procedures.
Behavioral learning theories have been criticized for:

E. assuming a mechanistic view of the consumer placing too much emphasis on
external stimulus factors.
Peugeot ran a print advertising campaign for its automobiles that presented twenty good
reasons for buying a Peugeot 505. 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:
D. cognitive learning theory
Business-to-business advertisers often assume their ads must contain a lot of

information so potential customers can use this information to solve their problems. The
basis for this type of advertising would be the application of:
A. cognitive learning theory.
The print ad for Chevy Ventura vans contains about ten times more copy than other ads
in a recent issue of Better Homes & Gardens magazine. Which of the following theories
states that this is an appropriate way to shape consumer behavior?
B. Cognitive learning theory
____ are groups or segments in a society that possess similar beliefs, values, norms and
patterns of behavior that set them apart from the larger mainstream.
B. Subcultures
Ads for cruises, vacation time shares, and resort areas often show a couple enjoying
quiet time together. Many of these ads contain two men or two women rather than a
man and a woman in order to appeal to the lucrative gay market. This type of ad
campaign with same sex couples is an example of how _____ affect marketing.
B. subcultures
A _____ is a group of contemporaries, all born during the same period, having shared interests
and attitudes.
D. generation
___ refers to relatively homogeneous divisions in a society into which people sharing similar
lifestyles, values, norms, interests, and behaviors can be grouped.
C. Social class
A _____ is a group whose presumed perspective or values are used by an individual as the basis
for his or her judgments, opinions, and actions.
C. reference group
A reference group to which one does not wish to belong is a(an) _____ group.
B. disassociative
The purpose of setting specific marketing communication objectives is to:

provide a benchmark against which the success or failure of the promotional campaign
can be measured
To many marketing managers, the basic reason a firm spends money on advertising
and promotion is to:generate sales
One characteristic of good objectives is that they:

specify a method and criteria for determining how well the promotional program is
working.
Companies that develop integrated marketing communications (IMC) programs that do

not contain specific objectives:
may find it difficult to facilitate coordination of the efforts of various groups working on a
promotional campaign
_____ objectives are types of objectives that are usually stated in terms of specific,
measurable outcomes such as sales volume, market share, or return on investment.
Marketing
Ace Computer has an objective of increasing its share of the home segment of the
personal computer market by 5 percent during the upcoming year. This is an example of
a(n) _____ objective.
marketing
Many marketing managers prefer sales-oriented objectives for advertising for all of the
following reasons EXCEPT:
money spent on advertising and promotion can only show measurable results through
sales and market share data
Which of the following is NOT a likely problem for a manager who uses sales as a
measure of advertising effectiveness?
The marketing and competitive environment have very little influence on sales.
The use of sales as an advertising objective can be ineffective due to:

the fact that there is often a lagged effect whereby the effect of advertising on sales is
not immediate
Which of the following is NOT an uncontrollable environmental factor?

The relative price of the item compared to the competition
The concept of advertising expenditures producing long term as well as immediate

results is known as:
the carryover effect
The carryover effect:

is particularly apparent with mature, low-priced, and frequently purchased products
For which of the following would an advertiser be most likely to use a sales-oriented
objective?
A direct response ad for a back massager
Direct-response advertisers generally set objectives and measure success in terms of:
sales response generated by an ad
As the Marketing Manager for Hellmann's Mayonnaise you create a message reminding
the target audience of how delicious Hellmann's has always tasted in a turkey sandwich.
Your primary communication objective most likely is:
to increase repeat purchases from brand loyals
Michelin creates a TV commercial showing how their HydroEdge tires stop an average
of 14 feet shorter than Goodyear's ComforTred tires. Their primary communication
objective most likely is:
to convince other brand users about Michelin's superior safety performance to ensure
that their next purchase is a set of Michelin tires
Before setting objectives for advertising and promotion, an organization should:

conduct a situation analysis to identify marketing and promotional issues facing the firm
Which of the following statements best describes the relationship between marketing
and communication objectives?
Communication objectives are derived from marketing objectives.
DAGMAR model
Defining Advertising Goals for Measured Advertising Results
____ is an approach to setting advertising objectives, which states that communication

effects are the logical basis for advertising goals and objectives against which success
or failure should be measured.
DAGMAR
According to the criteria outlined in DAGMAR, which of the following is the best
quantitative benchmark statement?
"Increase the number mentioning the brand name when asked for brand preference
from 40 percent to 50 percent."
Under the DAGMAR approach, the communication task is based on the hierarchical
model ACCA, which stands for:
awareness, comprehension, conviction, action
According to DAGMAR, the basic function of advertising is to:

communicate
Under the DAGMAR model, a(n) _____ can be performed by, and attributed to,
advertising rather than a combination of marketing factors.
communications task
Using the DAGMAR approach, which of the following is NOT a stage of commercial
communication?
Sales
A new manufacturer of stereo speakers which has no brand awareness developed a

statement of advertising objectives, which stated that the goal of the company's new ad
campaign is "To make 30% of the audience aware of our new brand." This statement
could serve as an example of a:
communications task
Successful communications objectives must be measurable, time specific, have

benchmark measures and:
a well-defined target market
According to the DAGMAR model, which of the following is NOT a characteristic of a

good objective?
A good objective is based on sales results.
According to the DAGMAR model, a good advertising objective does NOT:

target a diversified audience
Determining a target market's present level of awareness, knowledge, and liking toward
a product often requires the taking of _____ measures.
benchmark
Before beginning its new advertising campaign, TD Canada Trust conducted a study to
determine consumers' level of awareness and knowledge of the bank and its services
as well as consumers' perceptions of the bank's image. These are examples of:
benchmark measures
Assume that the Greyhound Bus Company runs a six-month advertising campaign
promoting its convenient bus routes and excellent on-time service without conducting
any sort of marketing research. At the end of the six-month period, Greyhound conducts
a study and finds that 80 percent of its frequent travellers agree that the bus company
has convenient bus routes and excellent on-time service. Greyhound can conclude that:
without benchmark measures, it will never know if the campaign was a success or a
failure
For which of the following advertising communication tasks should the specified time
period required be the longest?
Repositioning a brand
Air Canada set the following objective for its new advertising campaign: "To increase
the percentage of consumers who know that our fares are lower than the competitors
from 55 percent to 75 percent over the next six months." Using the criteria associated in
the DAGMAR approach to setting objective, what is wrong with this objective?
It does not specify a well-defined target audience.
_____ communication is very important for many product categories because

consumers make so many decisions in this location.
In-store
Technology is emerging as a vital part of many consumers' purchase decision-making.

Each of the following tactics can be effective for marketers to use at the pre-shop stage
EXCEPT:
provide deeper information via interactive videos in-store
Marketers use tactics such as employing social media to answer follow-up questions,
helping resolve any dissonance with the product, creating peer-to-peer communication
platforms so that consumers can share experiences and information with each other
during which stage of shopping behaviour?
post-shop
Which of the following is at the top of the communication effects pyramid?

Purchase/repurchase
Managers who use the communications effects pyramid to set objectives believe that:
the foundation of the communications program is set by accomplishing lower-level
objectives such as awareness, knowledge, and comprehension
The information processing model may be an effective framework for setting objectives
and:
evaluating the effects of a promotional campaign
According to the information processing model, which type of research/test would help
determine the effectiveness of a campaign designed to target exposure to the
message?
Measurement of webpage views
McDonald's has developed a campaign to highlight their healthier menu items, such as
the 290-calorie Egg McMuffin. In order to determine whether the target audience
accepts that McDonald's does offer healthy food choices, according to the information
processing model, which type of research/test should McDonald's employ?
Measurement of brand attitudes and purchase intent
According to Rossiter & Percy's approach, the link between marketing objectives and
communication objectives is:
behavioural objectives
Virgin Mobile is trying to reach consumers who never owned a cell phone. This is an
example of:
category need
Marketers may have a __________ objective when communicating with their current
customers who have previously purchased the brand and have the product in their
home or work.
repeat-consumption
Brand ____________ is often referred to as unaided brand awareness when

measuring.
recall
Which of the following is the most plausible target audience when the main marketing
objective is to increase market share?
Other brand switchers
Which of the following is the most plausible target audience when the main marketing
objective is to increase sales volume?
New category users
Which of the following behavioural objectives is more likely to be selected when a firm
plans to increase its profit?
Repeat purchase
Sprite soft drink sponsored "Flowrider" surfing exhibits at major summer events, offering
free samples of their new citrus flavour to consumers who attended. The behavioural
objective behind this campaign was:
brand trial
Campbell's Soup aired TV commercials and ran magazine ads featuring recipes "just
like Mom used to make." The behavioural objective behind this campaign was:
brand re-trial
Shahida Rampal owns a neighbourhood restaurant specializing in foods from her native
India. Her research has shown that consumers in the area come to her restaurant 2 or 3
times a year, along with their visits to 4 or 5 other establishments nearby. She would
like to entice these consumers to visit her restaurant at least one extra time over the
course of a year. Her behavioural objective could be described as:
repeat purchase
Steven owns a card and gift shop. Recent research shows that the average sale in his
store is $7.50. That is, consumers on average spend $7.50 each time they visit. Steven
has initiated a loyalty card program which offers one free greeting card for every 10 that
a consumer buys in the hope that can increase his store's average sale to $8.50 per
visit. This is an effective tactic to use with what kind of repeat purchase objective?
Category building
Brands increasingly encourage website visits, interaction with other customers on social
media and viewing or posting videos in content communities. This digital fostering of
brand experience is a current form of:
shopper marketing
Kool-Aid drink mixes face an interesting dilemma. A study of consumers' pantries in

households with young children indicated that Moms have multiple packages of the
product in the home. Until she makes up a pitcher or two of the drink, however, no
further purchases will occur. Kool-Aid needs to initiate a program to encourage:
repeat consumption
Which of the following is NOT one of the four communication objectives accommodated
by the R&P framework?
Market share growth
The "category need" communication objective is also known as:

demand build
Every single point of communication should contribute to a target audience's

understanding and knowledge of the brand name. This universal communication
objective is known as:
brand awareness
Brand recall is often referred to as:

unaided brand awareness
Which of the following is NOT a communication objective option for brand attitude?
Favour brand attitude
The ______ brand attitude is when a marketer focuses on a new motive for purchasing
the brand that the target audience will be receptive toward.
modified
____ is defined as the art and science of fitting the product or service to one or more segments
of the broad market in such a way as to set it meaningfully apart from competition.
D. Positioning
Brand position indicates its:

C. image
Τhe key factor in communicating information about the brand and differentiating it from
competitors is:
C. the market positioning strategy assigned it by its manufacturer
A _____ strategy relates to the intended image of the product or brand relative to a competing
brand.
C. brand positioning
According to the chapter's opening vignette, Tassimo's ads were deemed ineffective
because:
B. they failed to identify the unique characteristics of the barcode.
The chapter's opening vignette reveals that Tassimo's new brand positioning strategy:
C. intended to convince consumers to ask for "the one with the barcode".
According to the chapter's opening vignette, Tassimo's new ads featured a "live"
barcode of people dressed in black and white to represent the barcode on their
distinctive T-Discs. This is an example of Tassimo's new:
D. brand positioning strategy.
Beliefs concerning specific attributes or benefits that are activated and form the basis of an
attitude are referred to as ___.
A. salient beliefs
A market positioning statement:

B. provides direction for each of the marketing mix decision areas.
While developing its market positioning strategy:
D. the firm considers as many feasible options as possible in order not to miss a market
opportunity.
The market position of a firm represents:

A. the intended or unintended consumer belief in the organization's marketing efforts.
The market position diagram is also called a(n) ______________

C. perceptual map.
Which of the following illustrates how the use of positioning in a marketing

communication context is distinct from positioning in a marketing strategy context?
C. A marketer will use IMC tools that speak to a very specific target audience with a
particular competitive reference point.
Prior to deciding on the most effective selling message, the marketer can use
positioning to determine:
A. what competitive space the brand is competing in, as illustrated in a perceptual map.
What is the distinction between the brand's positioning strategy and its actual brand
image?
B. Actual brand image is the target audience's overall assessment of the brand versus
what brand management had intended them to feel and think about the brand.
Which of the following is NOT a good example of a specific competitive space within a
broader product category?
C. Sport coupés within the camping category.
Brand position diagrams should show a comparison of competing brands on the basis of
________
D. salient attributes.
When preparing perceptual maps, marketers will name the vertical and horizontal axes based
on _____________.
A. salient attributes
In addition to salient attributes, brand position diagrams should also compare brands on the
basis of __________, such as overall satisfaction or social fulfillment.
B. salient benefits to the consumer
All of the following are steps in the development of a brand positioning strategy decision
process EXCEPT:
B. assess consumer income levels.
The first step in the development of a brand positioning strategy is:
A. develop a market partition
The headline on the ad for Broilmaster Grill read, "The Most Durable Grill Known to Man."
Broilmaster is using a positioning strategy based on:
B. end benefit
Apple Computers positioned itself as user friendly and thus gained an advantage over IBM.
Apple used positioning by:
A. end benefit
Wal-Mart has been very effective in positioning itself as a store that offers quality products at a
very good price. Their strategy reflects positioning based on:
C. brand name
The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not
just for breakfast anymore," reflects positioning by:
B. usage situation
New Balance, which advertises that their shoes are best used for the court, for running, or for
walking, is using positioning based on:
C. usage situation
With end benefit positioning, marketers make a direct link between a particular brand attribute
and the consumer's:
D. derived benefit
With its go anywhere for $69 ad campaign, Greyhound shows how inexpensively one can travel
especially when compared to the cost of flying. Greyhound is using positioning by:
A. product category
Which of the following is NOT an example of a base for implementing a positioning strategy?
A. Distribution intensity
Black & Decker introduced its Snakelight as an innovative solution to the problem of trying to
hold a flashlight while working. This is an example of positioning by:
C. usage situation
Via Rail is in competition with the airlines and uses positioning by:
C. product category
A _____ positioning strategy is possible when the brand can claim and deliver on the most
salient benefits.
B. central brand
A(n) _____ positioning strategy occurs where the individual is motivated for social or individual
reasons, and the ads emphasize how good the consumer feels while using the brand.
C. user
DC shoes emphasized the fact that their skateboard shoes minimize heel bruising when doing
tricks, which is important to hardcore skaters. DC were using a _____ positioning strategy.
D. user
35. Gatorade's new G Series moved the brand from a hydration platform to a sports nutrition
brand for serious athletes. This repositioning essentially expanded on their current brand
benefit positioning into a _____ positioning strategy.
D. user
Multiattribute models are used to guage consumer attitudes towards a brand and the
importance of the brand's _______________ to the consumer's purchase decision.
B. benefits
Which of the following is NOT one of the ways that marketers use the multiattribute
model to persuade attitudes of target audiences regarding brand characteristics?
D. Influence brand functionality
When consumers do not strongly believe that the brand possesses a particular important
attribute, the market will attempt to:
A. influence attribute beliefs
Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made
from only pure ingredients, unlike other sandwich spreads. Prior to this, consumers had
chosen spreads based mainly on taste. This focus on the health benefits of "real" food
was an attempt to:
B. influence attribute importance\
Marketers will sometimes focus on additional brand benefits that have not been communicated
previously. This multiattribute strategy is called:
C. add new attribute belief
Comparative advertising based on specific product attributes is an attempt to:

C. influence attribute belief of a competitive brand
42. Consumers looking for a shampoo to help with their dandruff problems are exhibiting:
D. problem removal motives
Informational motives are:

B. based on the consumer's negative state
All of the following are informational motives EXCEPT:
C. social approval
All of the following are transformational motives EXCEPT:

A. incomplete satisfaction
___ motives occur when consumers anticipate a problem if they do not take preemptive action
through the purchase of a product.
C. Problem avoidance
___ motives are active for consumers in purchase situations where they enjoy some
elements of a product but dislike other parts and are seeking alternative solutions.
D. Mixed approach-avoidance
48. Ads for gardening products in the spring and school supplies in the fall are examples of
messages focusing on ________ motives.
D. normal depletion
__ motives are based on the product providing a positive experience via one of the five senses.
B. Sensory gratification
Ingrained brand attitudes and consumer familiarity with the market structure makes ________
difficult to achieve.
A. brand repositioning
The need to reposition a brand comes from the analysis of each of the following EXCEPT:
C. management structure
Each of the following scenarios is an example of repositioning EXCEPT:

D. Mercedes-Benz capitalizes on precision German engineering.
Markets are partitioned by each of the following EXCEPT:

B. competitive dynamics
Hellmann's used the healthy positioning of its "Real Food Movement" campaign to partition the
market according to:
A. end benefit
When Philadelphia cream cheese educated consumers on how to cook with the product, it
partitioned the market according to:
D. usage situation
In light of consumers' beliefs that all banks were pretty much the same, Scotiabank
repositioned itself on the basis of enhanced financial services. After building loyalty
among its own customers, it used the phrase "You're richer than you think" to
differentiate itself from other banks and connect with:
D. other brand loyals
McDonald's has historically employed __________ with communication directed to children

featuring Ronald McDonald, while parents received messages of the special time they could
C. multiple target audiences
Consumers who visit websites to gather information while searching for a replacement
computer might be considered to be:
A. brand switchers.
Which of the following is NOT a critical question in designing a brand positioning in the context
of advertising?
D. Why competitors will offer
__ is a quality possessed by individuals that enables them to generate novel approaches to

handling problems and that is reflected in new and improved solutions to those problems.
C. Creativity
From the perspective of a brand manager, a commercial is likely to be judged as

creative if it:
B. communicates the message clearly and leaves favourable impressions among the
target audience
The ______ determine(s) what the advertising message will communicate, while the _______
lay(s) out how the message will be executed.
C. creative strategy; creative tactics
_ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to
communication problems.
D. Advertising creativity
Which of the following statements gives a reason why a marketer might want to
emphasize creativity in the development of an advertising campaign?
B. Creative advertising can break through the clutter and make an impression on
consumers.
To be appropriate and effective, a creative idea must be relevant to the:

D. target audience
The relevance of the creativity to the target audience supports the:

A. brand positioning strategy.
__ is the extent to which an ad contains novel, different, or unusual characteristics.
C. Divergence
___ of a commercial has been proven to be a major determinant of success in changing brand
preferences.
C. Likability
Which company creatively uses various animals to represent the characteristics of their
products and services?
B. Telus
Studies show that creative advertising can positively impact emotional responses and get
consumers' attention by:
A. breaking through the cluttered media environment.
According to James Webb Young, a former creative director at the J. Walter Thompson
agency, the production of creative advertising ideas:
C. is a definitive process that can be learned and controlled
Reading anything related to the product or market is a part of the _____ stage of the creative
process.
A. preparation
Andrew is the creative director for an agency that has just taken on a golf ball
manufacturer as a client. Before starting to develop creative ideas, Andrew reads some
golfing magazines and spends time talking to some friends and co-workers who play
golf. These activities are part of which stage of the creative process?
A. Preparation
Golda has to create an ad campaign for an online subscription encyclopedia. She has
gathered together all the relevant environmental information and has studied the
product as closely as possible. Now it is time for the _____ stage of the creative
process. She needs to work on another project and put the encyclopedia project
completely out of her conscious mind.
C. incubation
For weeks, Jill had been trying to come up with a creative approach to advertise
shampoo. She had decided to try not to think about it for a while to see if her
subconscious could figure something out. As she was relaxing in her bath one night, a
great idea for a creative shampoo advertising campaign just seemed to pop into her
head. She leapt out of the tub and began to write it all down before she forgot it. In
terms of the creative process, she has just gone through the _____ stage.
D. illumination
A copywriter in the Creative Edge agency has just been assigned to the Wendy's fast
food restaurant account. One of the first things he may want to do is:
B. spend some time visiting fast food restaurants, eating their food and talking to
consumers about some of their specific likes and dislikes of Wendy's and their
competitors
An advertising creative specialist wants to learn as much as possible about the market
for a calcium-enhanced sports drink that can be used to develop the creative strategy.
Which of the following should he NOT do first?
D. Brainstorm some ideas with colleagues to develop potential slogans.
The creative director of an agency has chosen three likely creative ideas to concept test
through focus groups in a couple of major markets. The findings of this research will
guide the final tweaking of the creative concept. This represents the ____________
stage of the creative process.
B. verification
Account planners are responsible for the conducting and analysis of research in order to drive
the creative process from a(n) ___________ point of view.
D. customer
Petra is the creative director for an ad agency. The agency has just taken on a
manufacturer of women's shoes for aqua aerobics as a client. As part of her preparation
for developing a creative strategy, Petra reviews some studies conducted on the overall
fitness and exercise market as well as a report on the changing roles of women in
society. This information is part of the:
A. general preplanning input
Dara is the creative director for the Wise-Humphrey advertising agency. She spends an
hour every morning reading publications such as Marketing Magazine, Strategy, and
The National Post to gain a better understanding of what is happening in the world of
marketing and advertising. This activity can be characterized as:
A. general preplanning input
Attitude studies and perceptual mapping would be examples of:

B. product/service specific preplanning inputs
David participated in a study done by an advertising agency. During his interview, he

was asked to gauge the services provided by a regional airline on the basis of his
experiences and what others had told him. The interviewer asked David specific
questions about the food, the seating arrangements, the ease with which he entered
and exited the plane, and the service provided by the airplane attendants. Since the ad
agency doing the research is the one that will be the creative strategy for the airline's
new ad campaign, you know that David most likely provided the agency with:
A. product/service specific preplanning inputs
___ research is a qualitative research method where 10 to 12 consumers from a target market
are led through a discussion about a topic such as women's shoes or hunting.
A. Focus group
Judy, the creative director for YTT ad agency, is observing a focus group for four-wheel
drive SUVs. She is gathering _____ before she begins to develop creative strategy for
an SUV manufacturer.
C. product specific preplanning input
Focus groups can be used during the advertising creative process to each of the
following EXCEPT:
D. predict sales figures for a particular period
Which of the following is NOT a form of qualitative research?

C. Mall-intercept surveys
A(n) ____ is a series of drawings used to present the visual plan or layout of a proposed
commercial along with a description of the audio for each scene.
C. storyboard
To make a creative layout of a commercial more realistic, a(n) _____ may be produced by
making a videotape of the _____ along with an audio soundtrack.
A. animatic; storyboard
The Taxi advertising agency works to test a creative idea they have for a new
commercial before moving ahead with the production of the spot. To make the test more
realistic it wants to test both the visual layout of the commercial as well as the audio
portion of the message. The commercial should be tested in which of the following
forms?
B. Animatic
The end result of the creative process is the written document referred to as the ___. It specifies
the basic elements of the creative strategy and other relevant information.
C. creative brief
In order for a creative message to be considered a "campaign":

A. there should be multiple executions
An advertising campaign theme:

B. is a strong idea, as it is the central message that will be communicated in all the
advertising and other promotional activities
Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that
won't stick to your face. This statement represents the gum's:
A. unique selling proposition
The product's ________ says to the consumer, "Buy this product and you will get this benefit."
B. unique selling proposition
Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal
alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the
Best-Performing Battery System in All of Creation." This ad was based on the Rayovac
Renewal alkaline battery's:
A. unique selling proposition
A number of years ago Shell advertised its premium grade of gasoline as the only brand
with platformate, a special ingredient that helped clean the engine and yield higher gas
mileage. This is an example of what type of approach to a major selling idea?
C. Unique selling proposition
Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-
prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the
product's unique selling proposition (USP). Which of the following statements about this
USP is true?
C. This USP creates a sustainable competitive advantage.
All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on the
Japanese hospitality that is offered on its planes—everything from elegant tableware to
the finest in Far Eastern cuisine. If comfort and fine food is important to you when you
travel, then you should think ANA next time you are booking a flight to Asia. This
development of a strong, memorable identity for ANA is an example of:
D. image advertising
Which of the following statements about image advertising is true?

B. Image advertising is often used when competing brands are difficult to differentiate
on a functional or performance basis.
An approach to determine the creative theme/idea that uses consumer benefits as a foundation
with an emphasis on presenting these benefits in a dramatic way is the _____ approach.
C. inherent drama
Trout and Ries originally described ______ as the image consumers have of a brand in relation
to competing brands.
B. positioning
The ongoing tales of Salty the personified salt shaker in Knorr Sidekicks ads is an example of the
use of the _______ approach to determining the creative theme.
D. inherent drama
The theme for the advertising campaign is usually expressed in the ad through a slogan or
______.
C. tagline
The ________ reduces the creative theme or idea into a few words or a brief statement that
reinforces the branding message.
A. slogan or tagline
Which of the following does NOT make a good advertising slogan?

C. Is complex and mystifying
The creative themes of advertising are usually developed with the intention of being used for a
long time period. This statement falls under the category of:
A. consistency across time
It is important that marketers ensure that all ads feature a similar "look and feel." This
statement falls under the category of:
B. consistency across executions
Research by Environics suggests that Canadian and American _____ are not exactly the same, so
marketers need to come up with uniquely Canadian executions.
B. values
The _____ are awards given to celebrate Canadian advertising success stories.
D. Cassies
The _____ sponsored by Marketing Magazine identify the top creative communication launched
each year in a number of categories.
A. Marketing Awards
The Bessies are awards celebrating the use of _____ as an effective medium.
C. television
The Extra Awards celebrate the use of _____ as an effective medium.

B. newsprint
A commercial for MADD (Mothers Against Drunk Driving) shows viewers the havoc that is
caused by drunk drivers. The factual, newslike nature of the ad indicates it is using a(n) _____
appeal.
A. rational
Advertising appeals that focus on the consumer's practical, functional or utilitarian needs and
emphasize product features and benefits are known as _____ appeals.
A. rational
_____ appeals are often used for brands with a small market share.
C. Comparative
The content of advertising with _____ appeals emphasizes facts, learning, and the logic of
persuasion.
B. rational
Technical and high-involvement products often use a(n) _____ appeal.

C. feature
Which of the following statements about feature appeals is true?

A. Feature appeals tend to be very informative and present a number of attributes that
can be used as the basis for a rational purchase decision.
Retailers wanting to announce sales, special offers, or everyday low prices often use a _____
appeal.
C. favourable price
Which of the following is NOT an example of a favourable price appeal?

A. The Bay department store announces a new line of women's sportswear.
Dell computer has developed a significant technological breakthrough that will make its
computers easier to use for novices. Dell will probably use which of the following types
of appeals to announce the breakthrough?
C. News appeal
Advertisements that focus on the dominant attributes or characteristics of a product or service

are known as _____ appeals.
A. feature
An ad for Neutrogena's Healthy Skin Anti-Wrinkle cream uses a(n) _______ appeal by noting
that it is the brand most recommended by dermatologists.
B. product popularity
The computer software company Intuit runs an advertising campaign for Quicken that promotes
the fact that it is the most preferred and bestselling brand of financial software. This is an
example of what type of advertising appeal?
C. Product popularity
Advertising appeals that relate to the consumers' social and/or psychological needs for
purchasing a product or service are known as _____ appeals.
D. emotional
Which of the following statements is NOT a reason for why marketers may use
emotional appeals?
C. Research has proven that emotional messages should be based on factual data.
Advertising appeals that express or imply some type of physical or emotional danger and try to
arouse consumers to take steps to remove the threat are known as _____ appeals.
C. fear
A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see
what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly
is worried about plaque, gingivitis, and cavities, and her statement implies that other
brands do a poorer job than Colgate Total at preventing dental problems, Colgate is
using a(n) _____ appeal.
A. comparative
An ad campaign to convince people to stop smoking uses three teens bungee jumping
off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a
drink. As the third person takes a drink, the can explodes and kills him. The final screen
reads, "No other product but tobacco kills every third consumer." This ad is using a
_____ appeal.
C. fear
The Dial soap ad campaign that used the slogan, "Aren't you glad you use Dial? Don't you wish
everybody did?" is a good example of:
A. a mild fear appeal
Before deciding to use a fear-appeal message strategy, an advertiser should consider

what level of fear to use in the message because:
D. a low to medium level of fear can attract attention and interest and may motivate the
receiver to act to resolve the threat
A potential problem of using advertising with a strong fear appeal message to try and
discourage drug abuse by teenagers is that:
C. a message with a high level of fear may have inhibiting effects and be tuned out by
teenagers
Fear appeal ads promoting _____ would stress negative physical consequences or outcomes
while appeals for _____ would stress the threat of social disapproval or rejection.
B. seat belts; deodorant
Some marketers avoid the use of humour in their advertising because:

A. humour can draw attention away from the product
Which of the following statements about research done by advertising agency about the
use of humour in advertising is NOT true?
A. Humour confuses awareness.
Rational and emotional advertising appeals:
C. can be combined since consumers' purchase decisions are often made on the basis
of rational and emotional motives
Research shows that consumers perceive Molson's Export beer as strong, bold, and outdoorsy.
This is an example of how consumers assign a _____ to a brand.
B. personality
Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the
brand.
C. personality
_____ advertising is sometimes used to create curiosity and build interest and excitement in a
new product or brand by talking about it but not showing it.
B. Teaser
Which of the following statements about the use of teaser advertising is true?
C. Teaser ads are used by marketers to draw attention to upcoming advertising
campaigns and generate interest and publicity for them.
A spokesperson who delivers an advertising message and/or demonstrates a product or service

is known as a(n):
A. direct source
Marketers try to select spokespeople whose traits will maximize their message
influence. The three categories of source attributes that should be considered during the
selection process are:
B. credibility, attractiveness, and power
Marketers who try to select spokespeople whose traits will maximize their message
influence are concerned about their credibility. The two important dimensions associated
with credibility are:
C. expertise and trustworthiness
Information from a credible source influences beliefs, opinions, attitudes, and/or behaviours
through a process known as:
C. internalization
A financial services company who wants to use a spokesperson would agree that expertise and
trustworthiness are very important when focusing on source ___, one of the categories of
source attributes.
B. credibility
A pharmaceutical company wants to promote a new over-the-counter cough medicine.
The company has hired as its spokesperson an actor who has played a physician for
several years on a popular soap opera. The first line of the commercial is, "Hi. I play a
doctor on television." For people who are unfamiliar with this actor, the message source
lacks ___, one of the source attribute categories.
A. credibility
Α study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the
characteristic that most influenced consumers' intentions to purchase a product endorsed by a
celebrity was perceived:
A. expertise
One way that a supermarket can make its ads seem more trustworthy is to:
C. show customers talking about the supermarket on hidden cameras
Which of the following statements about the use of corporate leaders as advertising
spokespersons is true?
A. Many companies believe the use of a company president or CEO is an ineffective
way of expressing the company's commitment to quality and customer service.
The notion that a low credibility source may be just as effective as a high credibility source with
the passing of time is known as the:
C. identification outcome
According to the sleeper effect phenomenon:

B. people retain advertising messages when they see them right before going to bed
and rehearse them in their sleep
The source characteristic of attractiveness encompasses:

B. similarity, likeability, and familiarity
____ is defined as an attraction for a source based on a resemblance between the source and
receiver.
C. Similarity
Source attractiveness leads to persuasion through a process of:

B. identification
The use of celebrities in commercials is generally based on the source characteristics of _____
and represents an attempt to induce persuasion through the ______ process.
C. attractiveness; identification
Which of the following statements describes a good reason for using celebrities in ads
and having them endorse a company's product or service?
B.The respect, popularity, or admiration a celebrity enjoys may carry over to the product
she or he endorses.
Which of the following is likely to suffer when a celebrity endorses too many products and is
seen too often by consumers?
B. Credibility
The brand identity of Quaker Oats would include:

e) all of the above
Which of the following is NOT a characteristic of advertising as a form of promotion?

c) immediate feedback and capability to close sales
Advertising done by Blessing Realty Company to encourage consumers to consider it when they
are the market for a new home or are selling their old home is known as ____________
advertising
d) retail/local
Athletic shoes advertised for tennis courts, running, or for walking are using positioning based
on:
c) use or application
______ occurs during the first stage in the consumer decision making process
c) problem recognition
dissonance?
b) diamond engagement ring
The communication process begins with the process of ____, which leads to the development
of a _______ that contains the information or meaning a source hopes to convey.
e) encoding; message
Successful communication depends on

e) all of the above
Successful communications objectives must:

e) all of the above
Before beginning its new advertising campaign, Landmark Bank conducted a study to
determine consumers' level of awareness and knowledge of the bank and its services
as well as consumers' perception of the bank's image. These are examples of:
e) do all of the above
In the development of an advertising campaign or message, creative ____ involves
determining what the message will say or communicate, while _____ deals with how the
message will be implemented or executed.
b) strategy; tactics
In-depth interviews with consumers, focus groups, and observational studies of how
consumers conduct their daily lives as consumers are all examples of:
c) qualitative research techniques
Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that
won't stick to your face. This statement represents the gum's:
e) unique selling preposition
Which of the following products would be least appropriate for an image advertising appeal?
c) dishwashing detergent
Which of the following statements gives a reason why a marketer might want to
emphasize creativity in the development of an advertising campaign?
b) creative advertising can break through the clutter and make an impression on buyers
________ occurs in the first stage in the consumer decision making process.
c) problem recognition
The AIDA model is often used to represent what ideally happens during:
d) personal selling
The _________ model is a response model that was developed for setting and measuring
advertising objectives. A basic premise of this model is that advertising effects occur over a
period of time.
e) hierarchy of effects
Th Foote, Cone & Belding grid is based on the dimensions of _____ and high-versus low-
involvement.
b) thinking versus feeling processing
The more specific the firm's advertising objectives, the:

e) easier it becomes to measure advertising effectiveness
The manufacturer of Mercedes-Benz auto stressed that the car had side door air bags
in an attempt to attract new buyers. Its focus on safety illustrated a strategy of
positioning by
product attributes and benefits
A(n) _________ is an offer of an term of merchandise or service either or at a reduced price
that is used to provide an extra incentive to purchase
c) premium
Which of the following media forms is LEAST commonly used today for direct marketing?
a) radio

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_____ has been described as one of the "new-generation" marketing approaches being

The goal of an integrated marketing communications program is to:

The first step in the target marketing process is to:

The market segmentation process:

C. provide an environment for the firm's marketing communications message.

A(n) ______ primary function is to provide information or entertainment to its audience.

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

Which of the following statements is true about effective communication?

Putting thoughts, ideas or information together in symbolic form is called:

A marketer of supercomputers would recruit individuals with backgrounds in computer science

Ads are often called _____.

A client who manufactures maternity clothes for businesswomen wants a new

Advertising creative personnel tend to: *

Transformational advertising can differentiate a product or service by: *

Rational and emotional advertising appeals: *

Which of the following is an example of a media vehicle? *

Consumers are generally receptive to advertising in magazines because: *

One disadvantage of direct marketing is that it results in a lot of waste coverage F

Direct marketing: can generate immediate behavioral response.

Which of the following is an example of direct-response media?

Which of the following is difficult to achieve through the Internet?

Which of the following elements of the integrated marketing communications programs is

Consumer-oriented sales promotions are part of a promotional _____ strategy.

Which of the following is an example of consumer-oriented sales promotion activity?

Which of the following statements is true about sales promotion programs?

The new role of public relations is one characterized by:

A lapse in ethical standards or judgment in advertising and promotion can be more

Young consumers who were surveyed found great difficulty in:

Consumer behaviour is defined as:

_____ is the first stage in the consumer decision making process.

Perception is an important consideration for ad creation. Obsession perfume used scent

An example of functional benefit is:

_____ is a construct or notion that represents an individual's overall feelings or evaluation of an

_____ is a predisposition to buy a certain brand.

Information such as product knowledge, meanings, and beliefs is combined to evaluate

A feeling of post-purchase doubt or psychological tension that a consumer experiences after

For which of the following situations is a consumer's purchase behaviour likely to be

A product manager for a new brand of laundry detergent must:

The first step in the target market process is to:

The market segmentation process:

All of the following are demographic factors EXCEPT:

____ divides a market on the basis of lifestyles.

Psychographic segmentation considers values and lifestyle attributes based on an

Psychographic segmentation considers each of the following variables EXCEPT:

Consumer behaviour is defined as:

_____ is the first stage in the consumer decision making process.

____ is a construct or notion that represents an individual's overall feelings or evaluation of an

_____ is a predisposition to buy a certain brand.

Information such as product knowledge, meanings, and beliefs is combined to evaluate

A feeling of post-purchase doubt or psychological tension that a consumer experiences after

For which of the following situations is a consumer's purchase behaviour likely to be

A product manager for a new brand of laundry detergent must:

The first step in the target market process is to:

All of the following are demographic factors EXCEPT:

____ divides a market on the basis of lifestyles.

Psychographic segmentation considers each of the following variables EXCEPT:

Consumer behavior is defined as:

Which of the following statements describe a situation in which marketer-induced