Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
High-involvement products are also known as ________ purchases.
A) trial
B) conviction
C) direct
D) considered
E) indirect
A new pizza restaurant is opening in town. The owners of this restaurant decide to place
an advertisement in the town newspaper announcing the date of their big opening. The
owners of the restaurant are using ________.
A) mass media
B) interactive media
C) viral marketing
D) addressable media
E) broadcast media
Which projective technique uses such ideas as life collages, day mapping, and the
construction of instruction books as ways to elicit stories that discuss brands and their
roles in daily life?
A) theater techniques
B) photo sorts
C) metaphors
D) artifact creation
E) story elicitation
________ refers to how consumers see a brand relative to the other brands in the
product category.
A) Segmenting
B) Targeting
C) Differentiating
D) Positioning
E) Trademarking
In an outdoor board, typography should be ________.
A) four color
B) spot color
C) ornamental
D) all-capital letters
E) uncluttered
The first step in IMC planning is ________.
A) backgrounding
B) targeting
C) positioning
D) setting objectives
E) selecting media
Kraft wanted to understand how consumers decide which brand of cheese to purchase
while they are shopping at a grocery store, so the company hired a research firm that
observed consumers as they made their selection in the store. Which type of research
does this represent?
A) quantitative
B) qualitative
C) secondary
D) ethnographic
E) survey
When an agency gets a new client, the first thing the agency team should do is learn
about the ________.
A) competition
B) social media
C) network of associations
D) brand
E) target market
Which of the following makes a cell phone or smart phone a personal point-of-sale
device?
A) tagging
B) branded entertainment
C) guerilla marketing
D) product placement
E) mobile marketing
Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious
fishermen. Fishing Gear wants to reach its target market in a way that minimizes
intrusiveness. Which of the following would be the best fit for Fishing Gear?
A) personal selling
B) print ads in Fishing and Hunting News
C) commercials on cable television
D) emails to all individuals with a fishing license
E) banner ads on websites
The number of people in the vehicle's audience who are neither customers nor prospects
is called ________.
A) reach distribution
B) carryover
C) wasted reach
D) average frequency
E) aperture
A consumer is able to try a product or service through ________.
A) a warranty
B) sampling
C) a premium
D) a specialty
E) self-liquidating
