Mar 3023 Test Quiz 5 Assessements
Already Solved Correctly.
Albert, the Chief Marketing Officer for the University of Florida, is analyzing the market of high school
graduates and is trying to determine where he needs to focus his marketing efforts in order to get more
students to apply to UF. Albert has done some research and has learned the following things: 89% of the
students are generally aware of the existence of the University of Florida, 70% of the students have a
knowledge of the specific benefits of attending UF, 54% of the students are favorable toward UF, 46% of
the students intend on applying to UF and 37% of the students actually apply to the University of Florida.
With this data in mind, Albert should direct his efforts to: - Answer Creating advertising that will
increase favorability toward UF
Antonio, a native Italian, is visiting the U.S. for the first time. He has never had "American" pizza. He
decides that he wants to try it while he is here. He will evaluate which pizza to buy based upon the
attributes of cheesiness, amount of toppings, softness of crust, and zestiness of the sauce. His ratings
(i.e., perceptions of the pizzas) are based upon a 10-point scale (where 1=low and 10=high). The far
right-hand column shows the importance Antonio places on each attribute (1=unimportant and 10=very
important). What promotional strategy should be pursued by Papa John's to attract Antonio's business? -
Answer increase papa johns rating on cheesiness
Decoding is the process of - Answer having a receiver take a set of symbols, the message, and
transform them back to an abstract idea
When Sears places a multiple-page booklet in the local newspaper promoting its President's Day sale, it
is an example of the use of which element of the promotional mix? - Answer advertising
Which element of the promotional mix has the inherent weakness of high absolute costs and an inability
to obtain direct feedback? - Answer advertising
In a brainstorming session for a new drug that lowers cholesterol, the members of the marketing
department agreed the benefits of the new drug could best be promoted by comparing the drug to
those currently on the market. In terms of the communication process, the transformation of this idea
into an ad campaign is an example of: - Answer encoding
Already Solved Correctly.
Albert, the Chief Marketing Officer for the University of Florida, is analyzing the market of high school
graduates and is trying to determine where he needs to focus his marketing efforts in order to get more
students to apply to UF. Albert has done some research and has learned the following things: 89% of the
students are generally aware of the existence of the University of Florida, 70% of the students have a
knowledge of the specific benefits of attending UF, 54% of the students are favorable toward UF, 46% of
the students intend on applying to UF and 37% of the students actually apply to the University of Florida.
With this data in mind, Albert should direct his efforts to: - Answer Creating advertising that will
increase favorability toward UF
Antonio, a native Italian, is visiting the U.S. for the first time. He has never had "American" pizza. He
decides that he wants to try it while he is here. He will evaluate which pizza to buy based upon the
attributes of cheesiness, amount of toppings, softness of crust, and zestiness of the sauce. His ratings
(i.e., perceptions of the pizzas) are based upon a 10-point scale (where 1=low and 10=high). The far
right-hand column shows the importance Antonio places on each attribute (1=unimportant and 10=very
important). What promotional strategy should be pursued by Papa John's to attract Antonio's business? -
Answer increase papa johns rating on cheesiness
Decoding is the process of - Answer having a receiver take a set of symbols, the message, and
transform them back to an abstract idea
When Sears places a multiple-page booklet in the local newspaper promoting its President's Day sale, it
is an example of the use of which element of the promotional mix? - Answer advertising
Which element of the promotional mix has the inherent weakness of high absolute costs and an inability
to obtain direct feedback? - Answer advertising
In a brainstorming session for a new drug that lowers cholesterol, the members of the marketing
department agreed the benefits of the new drug could best be promoted by comparing the drug to
those currently on the market. In terms of the communication process, the transformation of this idea
into an ad campaign is an example of: - Answer encoding
