STCO 658 Final Exam 2024 Actual Questions and Answers Graded A

STCO 658 Final Exam 2024 Actual Questions and Answers Graded A has long been the cornerstone of brand-building efforts for many companies. Interactive media Mass-media advertising Online marketing Product placement Personal selling Which of the following statements is true of direct marketing? Traditionally, it has not been considered an element of the promotional mix. It is synonymous with direct mail. The rapid growth of the Internet is discouraging the growth of direct marketing. It is seldom, if ever, used by companies that have an external sales force. It is less direct when compared to mail-order catalogs. Each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it is a service point. an inference point. a reference point. a touch point. a display point. The first step in the target marketing process is to develop positioning strategies. request government approval. determine whether to use a market segmentation strategy or a mass marketing strategy. identify markets with unfulfilled needs. develop new products. Jolly Green Giant, the Keebler elves, and Mr. Peanut are all examples of positioning by price/quality. use or application. product class. distribution intensity. cultural symbols. Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used? demographics cultural symbols competitor price product class Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In this scenario, Momentum Automobiles would be classified as a client. an illustrator. a full-service agency. an advertising agency. a media organization. An agency commission based on a sliding scale so that the commission percentage becomes lower as the client's media expenditure increases is called a value-based commission. a negotiated commission. an incentive-based commission. a fixed-fee-based commission. a cost-plus commission. With the fragmentation of media audiences and the growth of digital media, buying advertising media has grown increasingly complex. An organization that specializes in buying media, particularly for television and digital advertising, is called an advertising specialist company. a campaign specialist company. a digital specialist company. a media specialist company. a purchasing specialist company. According to Abraham Maslow’s hierarchy of needs, the most basic level of human needs is their physiological needs. esteem needs. self-actualization needs. social needs. safety needs. Which statement best defines an attitude? It is an intense emotional response of a consumer when the consumer realizes that a repressed conflict is about to emerge into consciousness. It is a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. It is a situation that arises when a consumer’s prior product knowledge and buying behavior gets distorted and leads to illegal buying situations. It is a summary construct that represents an individual’s overall feelings toward or evaluation of an object. It is the process of presenting a new production process or product into the market and promoting the same to prospective customers. In its ads, The Coffee House stresses consumers’ overall emotional impressions of the brand with an attractive slogan. The slogan is designed to convey to consumers that The Coffee House sells exquisite and refreshing coffee. It wants its consumers to purchase on the basis of this impression and not on comparison. This is an example of a marketer using the affect referral decision rule. the mirror-image rule. belief-bias effect. bait-and-switch marketing. nonqualitative evaluative criteria. Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which people are seen feeling energized after consuming Syn-ergy’s drinks. “Revitalization of body and mind” is the message the ad is intended to deliver. However, those who view the ad interpret it as being frivolous and lacking context. One possible explanation for such a highly differential perception of the ads would be the absence of an interpretative link. a feedback mechanism. response hierarchies. common ground. binding influences. A magazine titled Utopia: A Holiday Digest would have a strong on an ad for destination resorts. externally paced impact favorable quantitative media effect cluttered media effect shaping effect positive qualitative media effect According to the persuasion matrix, which of the following is a dependent variable of the communications model? source message comprehension channel type of message appeal If the target audience is opposed to a communicator's position, presenting strong points first can increase the extent of disapproval. increase criticism of the message. reduce the level of counterargument. reduce the level of interest in the message. encourage recipients to draw their own conclusions. Which of the following is a quantitative model used to budget advertising expenditures? ROI budgeting model competitive parity model computer simulation model arbitrary allocation model percentage-of-sales model Which of the following statements best describes the relationship between marketing and communications objectives? Marketing objectives and communications objectives are synonymous. Marketing objectives evolve from communications objectives. Communications objectives are derived from marketing objectives. Communications objectives can be developed before the development of marketing objectives. Both communications and marketing objectives are defined only in terms of the reach of a promotional strategy. According to Robert Steiner, which of the following terms is synonymous with contribution margin? asset allocation net worth financial optimization marginal analysis capital margin Which of the following statements about focus groups is true? Focus groups are a qualitative research technique. Focus groups avoid discussions on types of ad appeals to be used. Focus groups involve observing consumers in their natural environment. Focus groups are ineffective in evaluating the viability of different creative approaches. Focus groups involve observing the natural habits of a particular group of consumers without their knowledge. At what stage of the creative process are various ideas evaluated and refined before actually being used? preparation incubation illumination verification verdict The Printable Principle Ad Agency advocates the importance of being straightforward and informative in terms of the message they are presenting and the audience they are targeting. When creating an ad, they use to announce the reason a reader should be interested in the product or service. an indirect headline a direct headline musical composition the body copy the layout Which of the following is true of reminder advertising? It generally uses a transformational approach to advertising. It is used to create top-of-mind awareness among consumers. It is not applicable for generic consumer products. It is also known as emotional advertising. It attempts to assign a personality to the brand. The written version of a television commercial that provides a detailed description of its video and audio content is known as a layout. jingle. voiceover. script. storyboard. What is the term for the number of people who read a magazine without buying it? readership rate pass-along rate readers per copy total reach The category development index is similar to the brand development index (BDI) except that it uses information about a product category. categorizes consumers according to their demographic characteristics. is concerned with companies and not with products. is tied to an economic index. categorizes consumers according to their psychographic characteristics. Non-seasonal products, like laundry detergents or toiletries, are likely to use a pattern of advertising. flighting continuity pulsing direct indirect On a national level, a ratings point is equal to 1,200,000 households tuned in to a specific program each week. How many ratings points equals 8.4 million households? 4 6 5 7 8 Spot radio accounts for of radio time sold. 5 percent 10 percent 15 percent 20 percent 25 percent More companies advertise than with any other medium. on television online in newspapers in magazines on billboards Which publication is the only remaining nationally syndicated Sunday newspaper supplement? USA Weekend New York Times Weekend Parade Jubilation March Of all out-of-home media, advertising enjoys the highest outdoor billings. transit blimp airport billboard in-store Ads placed on the backs of envelopes that contain airplane tickets and on banners pulled by planes that fly over sports arenas are examples of support media. direct-response media. indirect communications. support media. category ads. The Florence County Museum called a press conference to inform the public of the need for major repairs to prevent water damage to the museum’s collection of primitive paintings. During the conference, the museum representative announced that each family in Florence County and neighboring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of combining direct marketing with trade promotions. public relations. advertising. personal selling. consumer promotion. is a form of marketing in which organizations communicate directly with customers. Direct response Direct marketing Direct advertising Direct selling Jonathan visits iJ, a travel website, for information on the top 10 tourist destinations in the United States. When he exits the website, an ad for Emblazon cell phones appears on his computer screen, inviting him to purchase the cell phone at a discounted price. This ad is an example of content sponsorship. a pop-up. regular sponsorship. functional sponsorship. a pop-under. Vinnie’s Cornmeal has had significant issues with their coupons being redeemed at local stores when the consumer makes no purchase. This is an example of poor tracking. misredemption. misappropriation. graft. Which of the following is an example of event sampling? attaching a sample to an existing product mailing a sample to potential consumers leaving samples for customers at a store giving samples away at a conference The new role of PR differs from the traditional role of PR in that it views PR as a nonmarketing function. has a narrower perspective of PR functions. considers marketing and public relations as separate departments. considers all noncustomer relationships necessary only in a marketing context. requires the marketing department to report to public relations. Which of the following statements is true of corporate advertising? It portrays the image that a firm is in trouble. It is typically used to generate greater sales of a particular product. It generates high levels of interest among consumers. It is usually used to promote a service as opposed to a product. It usually brings a significant return on investment. Consumer juries and portfolio tests are examples of single-source real-world methods. posttest field methods. pretest laboratory methods. posttest laboratory methods. pretest field methods. measures are designed to evaluate the awareness, familiarity, and preferences engendered by sponsorship based on surveys. Association Physiological Tracking Single-source Portfolio Public relations activities are needed to deal with local governments, media, trade associations, and the general public, any of which may feel threatened by global advertising. the presence of a foreign multinational. global marketing. direct broadcast by satellite (DBS). the privatization of media. Cultural variables marketers must consider include language, customs, tastes, and governmental regulations. laws. gender. age. values. In 2014, changed its policy to prohibit marketers from “like-gating” a page to gain access to content or enter a contest. Facebook Snapchat LinkedIn Twitter Pinterest The U.S. Supreme Court established the , a four-part test to determine restrictions on commercial speech. Virginia Consumer Council Test Free Speech Matrix First Amendment Analysis California Test of Affirmation Central Hudson Test Which of the following is the most important source of revenue for newspapers and magazines? sales subscriptions editorials advertising donations Larger companies often end up charging higher prices and achieve a more dominant position in the market than smaller firms that cannot compete against them and their large advertising budgets. When this occurs, advertising helps quality products from smaller brands reach the target audience. increases the choice of alternatives for consumers. becomes a substitute for competition based on price. encourages competition based on product improvement. discourages large brands from becoming market leaders. By servicing accounts and cooperating and empathizing with clients, salespeople are engaging in activities on behalf of their firm. promotional advertising public relations direct-marketing telemarketing allows for more specific tailoring of the message and more personal interaction than other communications media. Informative advertising Mobile marketing Online promotion Dyadic communication Classified advertising