Mar 3023 Final Exam.

MAR 3023 FINAL EXAM




"Profiling"60refers60to:60-60ans--
✔✔an60attempt60to60identify60the60distinguishing60characteristics60of60a60group

Which60of60the60following60means60that60consumers60do60not60remember60all60the60infor
mation60they60see,60read,60or60hear60even60minutes60after60exposure60to60it?60-60ans--
✔✔selective60retention

The60group60of60brands60that60a60consumer60would60consider60acceptable60from60amon
g60all60the60brands60in60the60product60class60of60which60he60or60she60is60aware60is60the:6
0-60ans--✔✔evoked60set60or60consideration60set


Which60of60the60following60types60of60marketing60involves60marketers60sending60out60lett
ers,60brochures,60samples,60and60DVDs60to60consumers'60address?60-60ans--✔✔direct-
mail60marketing

Which60of60the60following60is60a60deception60or60fraud60concern60for60Internet60users60an
d60marketers?60-60ans--✔✔phishing,60malware,60cyber60spying60and60spyware

Home60Depot60and60PetSmart60are60examples60of60________.60-60ans--
✔✔category60killers

________60and60________60do60not60take60title60to60goods,60and60they60perform60only60
a60few60channel60functions.60-60ans--✔✔Brokers;60agents

Audience60quality,60audience60engagement,60and60editorial60quality60are60most60likely60t
o60be60considered60when60a60media60planner60________.60-60ans--
✔✔selects60a60media60vehicle

Coca-
Cola60cups60prominently60featured60on60episodes60of60American60Idol60are60an60exampl
e60of60________.60-60ans--✔✔product60placement

A60premium60promotion60refers60to:60-60ans--✔✔giving60a60free60gift60with60purchase

What60is60the60name60given60to60the60text60or60the60verbal60part60of60an60advertisement
?60-60ans--✔✔copy

, Beside60cost,60what60is60the60main60advantage60of60using60publicity60in60the60promotion
al60mix?60-60ans--
✔✔it60is60perceived60as60being60objective60or60having60more60credibility

What60is60Derived60Demand?60-60ans--
✔✔Industrial60demand60that60is60created60by60consumer60demand

Comparative60ads:60-60ans--
✔✔Compare60the60strengths60and60weaknesses60of60two60or60more60brands

A60story60board60that60is60used60when60developing60an60advertisement60for60TV:60-
60ans--
✔✔Is60a60written60script60for60the60ad,60Depicts60a60sequence60of60major60scenes60with6
0pictures/drawing60and60captions60and60Is60a60detailed60planning60tool


In60advertising,60what60is60frequency?60-60ans--
✔✔the60number60of60times60someone60sees60an60ad.

What60are60the60four60recommended60steps60to60handling60an60"Objection"60(i.e.,60when
60a60customer/[prospect60says60no60to60a60salesperson)?60-60ans--
✔✔Feedback,60question,60answer,60confirm

When60a60prospect60exhibits60skepticism,60the60salesperson60should60solve60this60objec
tion60with:60-60ans--✔✔a60proof60source

How60does60a60pre-
test60potentially60bias60a60respondent60in60an60advertising60simulation/test?60-60ans--
✔✔When60a60respondent60is60questioned60about60a60product60or60service60their60sense
s60are60enhanced60regarding60future60exposure60(perhaps60for60an60hour60or60more)60an
d60if60the60ad60is60presented60immediately60following60the60pre-
test,60then60bias60is60likely60to60result.

Share60of60mind60means:60-60ans--
✔✔Asking60a60respondent60what60is60the60first60brand60they60think60of60for60a60product/
service60category

Power60in60distribution60channels60is60determined60by:60-60ans--
✔✔The60percentage60of60your60business60the60supplier60or60customer60represents60and
60the60percentage60of60their60business60you60represent;60Your60ease60of60replacing60the
60other60channel60member60(what60are60your60alternatives);60Their60ease60of60replacing6
0you60(what60are60their60alternatives);60and60The60asset60specific60investments60by60you
60and60the60asset60specific60investments60by60them


Markdown60%60=60-60ans--✔✔Dollar60Amount60of60Markdown60/60Original60Price