MKT 6332 QUESTIONS WITH VERIFIED ANSWERS
Advertising may be defined as any: - Answers - paid form of nonpersonal
communication about a good, service, or company
One of the primary advantages inherent in the use of publicity is its: - Answers -
credibility
The basic elements that are used to accomplish an organization's communication
objectives are referred to as: - Answers - the promotional mix
_____ includes those marketing activities that provide extra value or incentives for
purchasing a product such as coupons and premiums. - Answers - Sales promotion
The goal of an integrated marketing communications program is to: - Answers - have all
of a company's marketing and promotional activities project a consistent unified image
to its customers
Which of the following is NOT an element of the traditional promotional mix? - Answers -
packaging
_____ is a promotional mix element that allows for direct contact between a buyer and
seller and allows a message to be modified according to the needs or reactions of the
customer. - Answers - Personal selling
How does advertising differ from publicity? - Answers - Advertising is paid for by the
sponsoring organization, and publicity is not.
British Airways employed _____ when it used product placement to make sure that
viewers of the movie ' Die Another Day know that James Bond flies first class on a
British Airways plane. (The scene occurs late in the movie.) The airline ran advertising
campaign based around the slogan, "Save your moneypennys, fly like Bond," referring
to the secretary that Bond flirts with in each film. British Airways also paid for the rights
to screen the film on its flights before the movie was available at video stores. - Answers
- integrated marketing communications
Consumer behavior is defined as: - Answers - the process people engage in when
searching, for selecting, and using productsand services that they need
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: - Answers - evoked set
, One study estimates that the consumer is potentially exposed to nearly 1500 ads per
day, yet perceives only 76 of these messages. _____ is the best explanation for this
phenomenon. - Answers - Selective attention
_____ is a state of psychological tension or post-purchase doubt that a consumer may
experience after making a difficult purchase decision. - Answers - Cognitive dissonance
_____ are factors that compel or drive a consumer to take a particular action. - Answers
- Motives
_____ 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. - Answers - Internal search
Most of the purchase decisions made by consumers for low-priced frequently purchased
products are characterized by: - Answers - routine problem solving
On a trip to Buffalo, 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 to help and looked in the local
yellow pages. Finally, she called a friend who used to live in Buffalo for his
recommendation. Myra was obviously engaged in which stage of the consumer decision
making process? - Answers - information search
A(n) _____ occurs during the first stage in the consumer decision making process. -
Answers - problem recognition
According to Abraham Maslow's hierarchy of needs theory, the highest level of
needsare ______ needs. - Answers - self actualization
The process by which a source high in power can influence behavior is known as: -
Answers - compliance
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: - Answers - credibility, attractiveness, and power
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. - Answers - credibility
Which of the following statements describes one of the findings of research on the use
of decorative or physically attractive models? - Answers - A decorative model can
facilitate recognition of the ad but not enhancereadership or recall of the message.
Advertising may be defined as any: - Answers - paid form of nonpersonal
communication about a good, service, or company
One of the primary advantages inherent in the use of publicity is its: - Answers -
credibility
The basic elements that are used to accomplish an organization's communication
objectives are referred to as: - Answers - the promotional mix
_____ includes those marketing activities that provide extra value or incentives for
purchasing a product such as coupons and premiums. - Answers - Sales promotion
The goal of an integrated marketing communications program is to: - Answers - have all
of a company's marketing and promotional activities project a consistent unified image
to its customers
Which of the following is NOT an element of the traditional promotional mix? - Answers -
packaging
_____ is a promotional mix element that allows for direct contact between a buyer and
seller and allows a message to be modified according to the needs or reactions of the
customer. - Answers - Personal selling
How does advertising differ from publicity? - Answers - Advertising is paid for by the
sponsoring organization, and publicity is not.
British Airways employed _____ when it used product placement to make sure that
viewers of the movie ' Die Another Day know that James Bond flies first class on a
British Airways plane. (The scene occurs late in the movie.) The airline ran advertising
campaign based around the slogan, "Save your moneypennys, fly like Bond," referring
to the secretary that Bond flirts with in each film. British Airways also paid for the rights
to screen the film on its flights before the movie was available at video stores. - Answers
- integrated marketing communications
Consumer behavior is defined as: - Answers - the process people engage in when
searching, for selecting, and using productsand services that they need
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: - Answers - evoked set
, One study estimates that the consumer is potentially exposed to nearly 1500 ads per
day, yet perceives only 76 of these messages. _____ is the best explanation for this
phenomenon. - Answers - Selective attention
_____ is a state of psychological tension or post-purchase doubt that a consumer may
experience after making a difficult purchase decision. - Answers - Cognitive dissonance
_____ are factors that compel or drive a consumer to take a particular action. - Answers
- Motives
_____ 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. - Answers - Internal search
Most of the purchase decisions made by consumers for low-priced frequently purchased
products are characterized by: - Answers - routine problem solving
On a trip to Buffalo, 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 to help and looked in the local
yellow pages. Finally, she called a friend who used to live in Buffalo for his
recommendation. Myra was obviously engaged in which stage of the consumer decision
making process? - Answers - information search
A(n) _____ occurs during the first stage in the consumer decision making process. -
Answers - problem recognition
According to Abraham Maslow's hierarchy of needs theory, the highest level of
needsare ______ needs. - Answers - self actualization
The process by which a source high in power can influence behavior is known as: -
Answers - compliance
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: - Answers - credibility, attractiveness, and power
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. - Answers - credibility
Which of the following statements describes one of the findings of research on the use
of decorative or physically attractive models? - Answers - A decorative model can
facilitate recognition of the ad but not enhancereadership or recall of the message.
