Study notes for Marketing at university of arizona

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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 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 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 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 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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Chapter 7—The Role of Persuasion in Integrated Marketing Communications. All Answers

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Chapter 7—The Role of Persuasion in Integrated Marketing Communications TRUE/FALSE 1. Attitudes are learned. T PTS: 1 2. The effective component of an attitude refers to the evaluative or feeling aspect of an attitude. T PTS: 1 3. The cognitive component of an attitude represents one's behavioral tendency. F PTS: 1 4. Reciprocation can happen with individual consumers, but not in business-to-business marketing interactions. F PTS: 1 5. Consumers are more likely to adopt an ...

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Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues. All Answers

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Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues TRUE/FALSE 1. The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods. : T PTS: 1 2. Huge investments and concerted efforts to introduce new products and services almost always guarantee success. : F PTS: 1 3. The three main stages through which an individual becomes an adopter of a new or even established product are the awareness, trier, and repeater classes. : T P...

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