08088200 Planning: Analyzing Advertising and Integrated Brand Promotion Environments Penn Foster - 41348

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EXAMINATION NUMBER:

08088200

Planning: Analyzing Advertising

and Integrated Brand Promotion

Environments

1. Sally, a new mother, has selected Gerber baby food products for her infant daughter. Sally was fed this brand as a baby, and it’s this prior experience with the product that has

caused her to choose the brand. Her selection is influenced by a/an

A. internal search for information.

B. external search for information.

C. consideration set.

D. evaluation criterion.

2. Amy decides to purchase a new CD player. Six brands claim similar product performance. It’s difficult for Amy to make a decision because of

A. peripheral cues. C. multiattribute attitude models.

B. advertising clutter. D. selective attention.

 

3. What is the feature of an ad that prompts a pleasant emotional response?

A. Cognitive consistency C. Cognitive response

B. Selective attention D. Peripheral cue

 

4. A person’s relative standing in a social system is called

A. culture. C. generalized orientation.

B. stratification. D. life stage.

 

5. Consumers react negatively to an ad campaign that mocks the elderly. This behavior is called

A. a consideration set. C. cognitive response.

B. cognitive dissonance. D. a salient belief.

 

6. A company promotes its food processors by focusing its ads on people who consider themselves gourmet chefs. This type of positioning theme is known as _______ positioning.

A. benefit C. re-

B. competitive D. user

 

7. A nationally distributed soft drink company attempts to separate various kinds of

markets via

A. positioning. C. targeting.

B. repositioning. D. segmenting.

 

8. Cynthia purchases a Timex watch after seeing an advertisement for the product that

discussed its reliability. This purchase reflects a/an _______ benefit value proposition.

A. functional C. relative

B. self-expressive D. emotional

 

9. Identifying target audiences that represent the best match between the firm’s market

offering and the consumer’s need and desire is called

A. idea generation. C. test research.

B. concept definition. D. market segmentation.

10. A sugar company’s ad lists a toll-free number for consumers to obtain baking recipes.

This is known as a/an

A. single-source tracking measure. C. aided recall.

B. direct-response measure. D. commercial posttest.

 

11. A car dealership creates several versions of a print ad to use as inserts for direct mail

campaigns. Gen X’ers and baby boomers receive different versions of the print ad.

This is an example of a

A. single-source survey. C. split pilot list.

B. implicit memory test. D. physiological assessment.

 

12. A telephone-survey caller asks Jane to identify a paper towel brand. Jane names

“Boundless.” This is known as

A. trial usage. C. top-of-the-mind awareness.

B. purchase intent. D. repeat purchase.

 

13. A cosmetics manufacturer wishes to sell 500,000 bottles of perfume. The advertising

budget is set at $1 per bottle. This type of advertising budget is called a

A. share-of-voice budget. C. percentage-of-sales budget.

B. share-of-market budget. D. unit-of-sales budget.

 

14. Baldwin Inc., the advertising agency for Pupco Dog Food, has determined that the

company needs to increase sales in rural areas. The task of reaching consumers in rural communities must be calculated into the advertising budget. This part of the budget is known as the

A. media plan. C. build-up analysis.

B. purchase intent. D. situation approach.

 

15. An ad campaign that introduces a new salsa product will cost $10 million for the first

three months of the campaign. The advertiser hopes that the new brand will gain

a/an _______ among competitors.

A. industry formulation C. percentage objective

B. share of voice D. unit of sales

 

16. Which of the following is an example of using a self-reference criterion?

A. Not understanding how someone from a different culture could order dog in a restaurant

B. Believing that democracy is the highest form of government

C. Marketing a snack food in a different country because people in the United States really like it

D. Thinking that people in a foreign country have poor hygiene

17. Grant works as an account planner for the Meyer Advertising Firm. Grant’s job involves

A. buying media time for the product.

B. budgeting the account.

C. working with data about what people buy.

D. writing copy about the product.

 

18. Information generated that’s relevant to the research questions being investigated is

considered to be

A. reliable. C. trustworthy.

B. valid. D. meaningful.

 

19. A discussion session of six to twelve target customers who have been brought together

to come up with new insights about a good or service is known as a/an

A. audience profile. C. focus group.

B. concept test. D. coolhunt.

 

20. One disadvantage of using a global advertising agency is that

A. such an agency isn’t knowledgeable about local values, traditions, and customs.

B. the large size of the global agency creates an impersonal approach.

C. the agency is located far away from many of its clients.

 

D. it may be difficult to adapt domestic campaigns for international markets.

Solution Description

1. Sally, a new mother, has selected Gerber baby food products for her infant daughter. Sally was fed this brand as a baby, and it’s this prior experience with the product that has

caused her to choose the brand. Her selection is influenced by a/an

A. internal search for information.

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