Study notes Marketing at university of arizona

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Chapter 14—Social Media. All Questions and Answers
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Chapter 14—Social Media TRUE/FALSE 1. The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé. T PTS: 1 2. Social media integrates technology and social interactions to create value for users. T PTS: 1 3. Social media turns communication into one-way dialogue. F PTS: 1 4. Facebook has more members than any other social network in existence. T PTS: 1 5. Messages on Twitter are called tweets. T PTS: 1 6. There are fewe...

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Chapter 17—Measuring Ad Message Effectiveness. All Answers
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Chapter 17—Measuring Ad Message Effectiveness TRUE/FALSE 1. Watchable ads often include continuous voiceovers. F PTS: 1 2. The demand for accountability that is prevalent throughout business necessitates that ads be tested before they are placed in media and then again during or after the period in which they have been printed or broadcast. T PTS: 1 3. Measuring message effectiveness is not a difficult or expensive task. F PTS: 1 4. The two general forms of advertising research ...

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Chapter 16—Advertising Media: Planning and Analysis. All Correct Answers
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Chapter 16—Advertising Media: Planning and Analysis TRUE/FALSE 1. Advertising purchased on all network programs aired simultaneously so that all consumers viewing TV at this time will be exposed to the brand’s advertising is called a roadblock. T PTS: 1 2. Vehicles are the general communication methods that carry advertising messages, and media are the specific broadcast or print choices in which advertisements are placed. F PTS: 1 3. For media planners, the choice of media and ve...

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Chapter 15—Direct Marketing and Other Media. All Answers
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Chapter 15—Direct Marketing and Other Media TRUE/FALSE 1. Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision. T PTS: 1 2. Direct advertising is delivered to individuals’ homes or workplaces typically via postal mail in the form of print materials or in a digital/electronic form such as DVDs and CD-ROMs. T PTS: 1 3. Direct advertising is delivered either to homes and workplaces or at a variety of public venues. F...

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Chapter 13—Online and Mobile Advertising. Answers All Correct
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Chapter 13—Online and Mobile Advertising TRUE/FALSE 1. To become a sponsored link in search results online, advertisers must bid for and purchase keywords from search engine services. T PTS: 1 2. Consumers’ Internet usage continues to grow at the expense of the traditional media. T PTS: 1 3. The Internet is quickly becoming the main element of IMC programs and receives the majority of an advertiser’s media budget, basically replacing conventional media. F PTS: 1 4. Integrati...

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Chapter 12—Traditional Advertising Media. Questions and Answers
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Chapter 12—Traditional Advertising Media TRUE/FALSE 1. No one specific advertising medium is always best. T PTS: 1 2. The best medium, or combination of media, is determined by counting advantages and limitations. F PTS: 1 3. Newspapers historically had been the leading advertising medium, but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures. T PTS: 1 4. National advertising is clearly the mainspring of newspapers. F P...

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Chapter 11—Endorsers and Message Appeals in Advertising. All Answers
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Chapter 11—Endorsers and Message Appeals in Advertising TRUE/FALSE 1. Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals. T PTS: 1 2. Involuntary attention requires little or no effort on the part of a receiver. T PTS: 1 3. Habituation occurs when a stimulus becomes more familiar to people. T PTS: 1 4. Marketers can enhance consumers' motivation to proce...

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Chapter 9—Overview of Advertising Management. Questions and Answers
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Chapter 9—Overview of Advertising Management TRUE/FALSE 1. Advertising is defined as “a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.” T PTS: 1 2. The difference between advertising and public relations is that, for advertising, media exposure is paid for by the advertiser, and for public relations it is not. T PTS: 1 3. Most advertising is undertaken by companies that market their b...

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Chapter 8—Objective Setting and Budgeting. Questions and Answers
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Chapter 8—Objective Setting and Budgeting TRUE/FALSE 1. Objective setting and budgeting decisions are implementation marcom decisions. ANS: F PTS: 1 2. Objective setting and budgeting decisions must be formal and systematic. ANS: T PTS: 1 3. Marcom implementation decisions include the choice of messages, media, mixture of marcom elements, and the achievement of a continuous message presence, or momentum. ANS: T PTS: 1 4. Marcom objectives are goals that the various marcom elements ...

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