MKT 6332 QUIZZES 1 – 5 QUESTIONS WITH VERIFIED
ANSWERS
Advertising may be defined as any - Answers - paid form of nonpersonal communication
about a good, service, or company
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
_____ 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
One of the primary advantages inherent in the use of publicity is its - Answers -
credibility
Which of the following is NOT an element of the traditional promotional mix? - Answers -
packaging
The basic elements that are used to accomplish an organization's communication
objectives are referred to as - Answers - the promotional mix
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
_____ includes those marketing activities that provide extra value or incentives for
purchasing a product such as coupons and premiums. - Answers - Sales promotion
How does advertising differ from publicity? - Answers - Advertising is paid for by the
sponsoring organization, and publicity is not
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
, 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
A(n) _____ occurs during the first stage in the consumer decision making process. -
Answers - problem recognition
Most of the purchase decisions made by consumers for low-priced frequently purchased
products are characterized by: - Answers - routine problem solving
_____ are factors that compel or drive a consumer to take a particular action - Answers
- motives
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
_____ is a state of psychological tension or post-purchase doubt that a consumer may
experience after making a difficult purchase decision - Answers - Cognitive dissonance
According to Abraham Maslow's hierarchy of needs theory, the highest level of needs
are ______ needs. - Answers - self-actualization
_____ 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
_____ is defined as the process people engage in when searching, for selecting, and
using products
and services that they need - Answers - Consumer behavior
The source characteristic of attractiveness encompasses - Answers - similarity,
likability, and familiarity
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
Source attractiveness leads to persuasion through a process of - Answers -
identification
ANSWERS
Advertising may be defined as any - Answers - paid form of nonpersonal communication
about a good, service, or company
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
_____ 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
One of the primary advantages inherent in the use of publicity is its - Answers -
credibility
Which of the following is NOT an element of the traditional promotional mix? - Answers -
packaging
The basic elements that are used to accomplish an organization's communication
objectives are referred to as - Answers - the promotional mix
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
_____ includes those marketing activities that provide extra value or incentives for
purchasing a product such as coupons and premiums. - Answers - Sales promotion
How does advertising differ from publicity? - Answers - Advertising is paid for by the
sponsoring organization, and publicity is not
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
, 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
A(n) _____ occurs during the first stage in the consumer decision making process. -
Answers - problem recognition
Most of the purchase decisions made by consumers for low-priced frequently purchased
products are characterized by: - Answers - routine problem solving
_____ are factors that compel or drive a consumer to take a particular action - Answers
- motives
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
_____ is a state of psychological tension or post-purchase doubt that a consumer may
experience after making a difficult purchase decision - Answers - Cognitive dissonance
According to Abraham Maslow's hierarchy of needs theory, the highest level of needs
are ______ needs. - Answers - self-actualization
_____ 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
_____ is defined as the process people engage in when searching, for selecting, and
using products
and services that they need - Answers - Consumer behavior
The source characteristic of attractiveness encompasses - Answers - similarity,
likability, and familiarity
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
Source attractiveness leads to persuasion through a process of - Answers -
identification
