978-0133866339 Chapter 05 Part 5

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174) A customer who reports that Lexus is the first car he thinks of in the “luxury automobile”

category is describing a ________ brand.

A) top-of-mind

B) top-choice

C) quality choice

D) top-of-industry

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 5-6

175) When a customer prefers a specific brand, that brand is called:

A) top-of-mind.

B) top-choice.

C) quality choice.

D) top-of-industry.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

176) A customer who always buys Coke and Dr. Pepper, and no other brands, holds these two

products as:

A) quality brands.

B) price brands.

C) top-choice brands.

D) continuous choices.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

177) A brand that is both top-of-mind and top-choice reflects:

A) a high degree of brand parity.

B) a high level of brand equity.

C) brand availability.

D) distinct private branding.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

178) In business-to-business situations, being top-of-mind or top-choice is most important in:

A) modified rebuy situations.

B) straight rebuy situations.

C) new task purchases.

D) contract review situations.

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 5-6

179) A Campbell’s Soup print advertisement shows a young family enjoying a bowl of soup with

the Campbell’s name and logo prominently displayed in the ad. Copy talks about how Campbell’s

Soup is the best. The advertising goal of this advertisement is to:

A) build brand awareness.

B) inform.

C) persuade.

D) support other marketing efforts.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

180) Providing a retail store’s location and operating hours to the public in an advertisement is an

example of ad designed to meet the advertising goal of:

A) building brand image.

B) persuasion.

C) encouraging action.

D) informing.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 5-6

181) An advertisement for an Applebee’s restaurant that provides information about its location,

operating hours, and different types of food it offers seeks to achieve which advertising goal?

A) Build brand image

B) Inform

C) Persuade

D) Support other marketing efforts

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 5-6

182) A Campbell’s Soup advertisement is designed to support the launch of a new type of soup

and to tell consumers about a special sweepstakes that is tied into the launch. The advertising

goal of this advertisement is to:

A) encourage action.

B) inform.

C) persuade.

D) support other marketing efforts.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

183) When a television advertisement makes a special offer on a piece of luggage encouraging

viewers to call a toll-free number to take advantage of the special, the ad is designed to achieve

the goal of:

A) building brand image.

B) informing.

C) persuading.

D) encouraging action.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

184) In media selection in the business-to-business sector, it is important to know:

A) the trade journals and business publications members of the buying center read.

B) the television shows the members of the buying center watch.

C) where the buying center members go for product information.

D) which media the deciders use for product information.

Question Tag: Application

Objective: 5-6

185) A recent trend in media selection is to:

A) put media planners on the creative team.

B) use account planners to work with advertising agencies in designing advertising campaigns.

C) involve media companies in the latter stages of advertising campaign design.

D) involve media companies in the early stages of the advertising design process.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

186) The key phrase in an advertisement that is memorable and identifies the uniqueness of the

brand is:

A) the creative brief.

B) product positioning.

C) variability theory.

D) a tagline.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

187) A consumer seeing an advertisement in different environments to enhance encoding of the

message is based on:

A) the creative brief.

B) product positioning.

C) variability theory.

D) the tagline.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

188) All of the following statements about variability theory are true except:

A) ads placed in varying environments increase recall and improves encoding of the message.

B) variability can be obtained by modifying the product positioning strategy used within the

campaign.

C) placing an advertisement in two different media would be an example of variability theory.

D) variability can be obtained by changing the situational context of an ad.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

189) All of the following statements about campaign duration are true except:

A) changing ads within a campaign too frequently can impede message retention.

B) typical duration for most campaigns is around 1 year.

C) a campaign should last long enough for the message to be embedded in consumers’ long-term

memories.

D) the criterion typically used to determine when to change a campaign is wear-out effect.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

190) Building a strong global brand and corporate image is an important advertising goal.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

191) A key component of building brand image and brand equity is developing brand awareness.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

192) Successful brands exhibit two characteristics: top-choice and top-preference.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 5-6

193) A top-of-mind brand creates the impression that it is the easiest to buy.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

194) A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set

when making a purchase decision.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

195) When Chad is asked which brand of razor he is most inclined to buy, his response will be

his top-choice brand.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 5-6

196) Providing information in an advertisement is most useful in the business-to-business buying

situation when members of the buying center are in the information search stage of the

purchasing process.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

197) Persuasive advertising is used more in the business-to-business sector than in consumer

marketing.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

198) Advertisements designed to meet the goal of encouraging action are often used in the

business-to-business sector.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 5-6

199) Selecting the appropriate media requires an understanding of the media-usage habits of the

company’s target market and then matching that information with the profile of each medium’s

audience.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

200) A recent trend in advertising is to involve media companies at the last stage in the campaign

design process.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

201) The key phrase in an advertisement, such as “Just Do It” for Nike is called a tagline.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

202) The current trend in developing taglines is to make them longer.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

203) Consistency across advertising campaigns is ordinarily not a major concern in advertising

management.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

204) In terms of consistency, visual consistency is more important than written or verbal content.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6

205) Repetition of visual elements, taglines, copy or other elements within an advertising

campaign increases ad recall, but not brand recall.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 5-6

206) Variability theory suggests that a consumer seeing an advertisement in different

environments will increase recall and effectiveness.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 5-6