Marketing 4550 Exam 1- Mizzou

Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?

-creative platform

-contact point

-creative brief

-positioning statement

-relationship statement

positioning statement

A key characteristic of integrated marketing communications is the building of relationships with customers. Which of the following is NOT a benefit of building relationships?

-greater profitability

-enduring links between a brand and its customers

-loyalty toward a brand

-huge acquisition costs

-repeat purchases

huge acquisition costs

A key feature of integrated marketing communications is that the process should _____.

-utilize the same communication media over time

-use the same media to reach all target audiences to improve efficiency

-be restricted to only one or a select number of communication media

-start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand

-use an "inside-out" approach in identifying communication vehicles

start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand

Marketing communicators should realize that other communication methods must receive careful consideration before _____ is automatically assumed to be the solution.

-sales promotion

-personal selling

-mass media advertising

-event marketing

-point-of-purchase advertising

mass media advertising

The concept of media is relevant to which marcom tool?

-sales promotion

-public relations

-advertising

-All of these are correct.

-personal selling

All of these are correct.

Which of the following refers to the collection of all elements in an organization's marketing mix that facilitate exchange by establishing shared meaning with its customers?

-marketing communications

-marketing promotion

-promotion

-sales promotion

marketing communications

The objective of marketing communications is to _____ as a means of moving customers to favorable action toward the brand.

-increase brand awareness

-enhance brand equity

-cut costs

-increase the rate of purchase

-increase product usage

enhance brand equity

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of _____.

-place advertising

-point-of-purchase advertising

-promotions

-public relations

-media advertising

promotions

_____ lets marketing communicators to deliver messages more precisely and to prevent wasted coverage to people falling outside the intended audience.

-Targeting

-Positioning

-Setting objectives

-Budgeting

-Momentum

Targeting

All marketing communications should be:

-Clearly positioned.

-All of these are correct.

-Created to achieve a specific objective.

-Directed to a particular target market.

-Undertaken to accomplish the objective within the budget constraint.

All of these are correct.

Harvey is a brand manager for a national brand of soft drinks. He is making the implementation decisions in the marketing communications decision-making process, and he wants a marcom tool that is most capable of directly affecting consumer behavior. Which of the following tools should he use?

-point-of-purchase display

-advertising

-sales promotion

-publicity

-events

sales promotion

A brand's _____ represents the key feature, benefit, or image that it stands for in the consumer's or the target audience's collective mind.

-trademark

-name

-equity

-image

-position

position

The marketing manager for Carver Products, Inc. asked her research staff to identify all of the points of contact that consumers are likely to have with Carver's products. The marketing manager would most likely use this -information in designing a(n) _____.

-point-of-purchase display

-board of director's report

-slice-of-life television commercial

-integrated marketing communications program

-marketing research survey

integrated marketing communications program

Elements of Marcom program evaluation include:

-All of these are correct.

-Providing feedback.

-Taking corrective action.

-Measuring results.

All of these are correct.

Which of the following variables do companies use to identify potential target markets?

-geographic considerations

-lifestyles

-All of these are correct.

-product usage patterns

-demographics

All of these are correct.

Yan is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind. Yan is writing a _____.

-positioning statement

-contact brief

-creative brief

-relationship statement

-touchpoint

positioning statement

The use of marketing communications is not appropriate for nonprofit organizations.

-False

-True

False

Which of the following dimensions contains brands that are upscale and charming such as Cartier?

-ruggedness

-excitement

-sophistication

-sincerity

-competence

sophistication

Luxury items, such as Rolex watches, generally score high on which brand-related personality dimension?

-Sincerity

-Excitement

-Competence

-Sophistication

-Ruggedness

Sophistication

Jarod is trying to determine the appropriate metric his company should use to gauge the effectiveness of its marcom efforts. Which of the following is a possible option?

-attitudes toward the brand

-All of these are correct.

-sales volume

-purchase intentions

-brand awareness

All of these are correct.

What is necessary to create favorable, strong, and unique associations about a brand?

-sustained marketing communications

-heavy mass media advertising

-brand preference

-ingredient-branding

-co-branding

sustained marketing communications

From the marketer's standpoint, marcom's objective is to ultimately affect _____.

-brand equity

-investment

-brand awareness

-brand image

-sales volume and revenue

sales volume and revenue

Alex wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them. Which approach to enhancing brand equity is this known as?

-leveraging approach

-speak-for-itself approach

-message-driven approach

-initial approach

-trial-and-error approach

speak-for-itself approach

Maria is asked by a market researcher to list all the brands of toothpaste she can think of. Which type of awareness is this assessing?

-recall

-free-association awareness

-positive awareness

-recognition

-aided recognition

recall

Kellogg's, a cereal manufacturer, and Disney and Pixar have partnered in brands of cereal targeted to children. The cereals are named after their movies, such as Finding Nemo and The Incredibles. What is this alliance known as?

-ingredient branding

-family-branding

-cross-branding

-multi-branding

-co-branding

co-branding

The pinnacle of brand-name awareness that exists when your company's brand is the first brand that consumers recall when thinking about brands in a particular product category is known as _____.

-tip-of-the-tongue awareness (TOTA)

-top-of-category awareness (TOCA)

-top-of-class awareness (TOCA)

-top-of-mind awareness (TOMA)

-recognition

top-of-mind awareness (TOMA)

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative, attention getting, and believable messages?

-message-driven approach

-shotgun approach

-leveraging approach

-cast-a-wide-net approach

-speak-for-itself approach

message-driven approach

Zales is a national chain jewelry store found in many malls across the U.S. Sara went in to look at the watches, but she was unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is known worldwide for the quality of the timepieces produced there. From which source are these brands leveraging their brand meaning?

-people

-other brands

-names

-places

-things

places

The goodwill that an established brand has built up over its existence is _____.

-its value

-important only to marketing

-brand equity

-brand safety

-brand dress

brand equity

The basic dimension of brand equity is _____.

-brand tolerance

-brand awareness

-brand image

-brand preference

-brand insistence

brand awareness

This dimension includes brands that are down-to-earth, honest, wholesome, and cheerful.

-excitement

-sincerity

-competence

-sophistication

-ruggedness

sincerity

Which of the following is a source by which brand meaning can be leveraged?

-other brands

-things

-places

-people

-All of these are correct.

All of these are correct.

Toyota automobiles are regarded by consumers as reliable, intelligent, and successful. The levels of satisfaction of Toyota owners is at or near the top of satisfaction ratings. Which brand-related personality dimension best describes Toyota?

-sophistication

-ruggedness

-innocence

-excitement

-competence

competence

A good brand name should _____.

-facilitate recall of brand attributes and benefits

-distinguish the brand from competitive offerings

-achieve compatibility with a brand's desired image

-be memorable and easy to pronounce

-All of these are correct.

All of these are correct.

A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an invention for a period of 20 years.

-patent

-playbill

-agreement

-verbal agreement

-license

patent

Brand names have been described as _____ that activate images in target audiences' collective minds.

-consumer cues

-fact facilitators

-sensation transferers

-silent salespersons

-cerebral switches

cerebral switches

A variable that affects the trier class is _____.

-trade shows

-price

-magazine advertising

-television advertising

-product satisfaction

price

A variable that influences the awareness class would include _____.

-free samples

-All of these are correct.

-demographics

-price discounts

-product satisfaction

free samples

A song scored on sheet music can receive protection with a _____.

-patent

-tradedress

-copyright

-design mark

-trademark

copyright

A good logo should _____.

-convey different meanings to the various target members

-All of these are correct.

-be very simple

-be very complex

-be recognized easily

be recognized easily

Sometimes the only way to overcome the perception of a lack of ______ is through heavy advertising to convince consumers that a new way of doing things really is better than an existing solution.

-trialability

-compatibility

-observability

-complexity

-relative advantage

compatibility

_____ brand names are those that imply particular attributes or benefits in the context of a product category.

-Objective

-Suggestive

-Implicit

-Subjective

-Symbolic

Suggestive

Suppose that the Wave Runner marina, a retailer of recreational water gear, allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one. This innovative product might now be adopted more quickly because of an increase in _____.

-trialability

-relative advantage

-observability

-compatibility

-complexity

trialability

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

-relative advantage

-observability

-trialability

-complexity

-compatibility

trialability

An innovation's degree of perceived difficulty is referred to as _____.

-observability

-relative advantage

-complexity

-compatibility

-trialability

complexity

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

-complexity

-trialability

-compatibility

-observability

-relative advantage

observability

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

-Magnuson Moss Act

-Robinson Patman Act

-Sherman Act

-Federal Trademark Dilution Act

-Clayton Act

Federal Trademark Dilution Act

Kellogg lost the exclusive rights to their cereal name, Shredded Wheat, because the name was used to refer to all cereal made of shredded wheat. This is called _____.

-genericness

-counterfeiting

-disparagement

-brand awareness

-resonance

genericness

Individual sounds, called phonemes, provide meaning about a brand through a process of _____.

-sound symbolism

-encoding specificity

-sound morphing

-telephony

-morphing

sound symbolism

The practice of marketers in one country using brand names for their products that are virtually the same as the names of established brands from another country is known as _____.

-private label branding

-guerilla branding

-trade dress violation

-ambush marketing

-piracy

piracy

Green Seal is an eco-labeling program in _____.

-Sweden

-Finland

-the United States

-Japan

-Germany

the United States

Joan works at a major advertising agency and uses the code of ethical standards promulgated by the American Association of Advertising Agencies to guide her in making ethical decisions when developing ads for her agency's clients. What test is she applying to guide her behavior?

-peer test

-Golden Rule test

-TV test

-generally-accepted practices test

-professional ethics test

professional ethics test

Which of the following is NOT a general recommendation offered to marcom practitioners for making appropriate environmental claims?

-Make substantive claims.

-Make specific claims.

-Only make environmental claims that your competitors cannot make.

-Make supportable claims.

-Reflect current disposal options.

Only make environmental claims that your competitors cannot make.

Jake and thousands of others like him purchased a product advertised on TV that claimed instant hair growth with one application. Jake is representative of the many purchasers of this product in that he is highly sensitive about his recent balding. Because the advertised product is ineffective, the FTC would likely consider this a case of _____ advertising.

-unreasonable

-unethical

-unrepresentative

-deceptive

-unfair

deceptive

The criteria used to evaluate whether a business act is unfair includes the consideration of whether the act is _____.

-immoral

-difficult

-popular

-profitable

-time-consuming

immoral

Which of the following is NOT a type of green advertising appeal?

-All of these are types of green advertising appeals.

-ads that present a corporate image of environmental responsibility

-those that promote a green lifestyle without highlighting a product or service

-ads that promote short filling, which is the use of less packaging

-ads that address a relationship between a product/service and the -biophysical environment

ads that promote short filling, which is the use of less packaging

The _____ signifies recycled paperboard content.

-triangle of three arrows

-rectangle of four arrows

-semicircle of 10 small arrows

-Blue Angel

-Green Seal

semicircle of 10 small arrows

In large part, ethical behavior is a matter of an individual's _____.

-education

-age

-income

-gender

-integrity

integrity

The organization that promulgated a code of high ethical standards for advertising in 1924, and updated the code in 1990 is the _____.

-American Association of Advertising Agencies

-Children's Advertising Review Unit

-American Advertising Federation

-Federal Trade Commission

-National Advertising Review Council

American Association of Advertising Agencies

Advertising of prescription drugs that is directed toward consumers is known as _____.

-direct-to-consumer advertising

-direct-response advertising

-balanced-perspective advertising

-direct marketing

-missionary advertising

direct-to-consumer advertising

Bill purchased camping equipment that he didn't really need. Which of the following ethical areas did Bill blame for his purchase?

-targets economically disadvantaged consumers

-is manipulative

-creates and perpetuates stereotypes

-is untruthful and deceptive

-plays on people's fears and insecurities

is manipulative

The XYZ Brewery Corporation undertook an advertising campaign which appeared to encourage pre-legal-drinking-aged teenagers to consume its high-powered malt liquor. The FTC can take action against XYZ on grounds that the advertising campaign is in violation of the _____ doctrine.

-unfairness

-deceptive

-substantiation

-ethics

-responsibility

unfairness

The major green communications efforts include all of the following EXCEPT ____.

-sales promotion

-cause-oriented communication efforts

-seal-of-approval programs

-point-of-purchase displays

-packaging

sales promotion

Which of the following ads targets a vulnerable population?

-e-cigarettes for adults

-sports equipment for athletes

-strollers for new parents with infants

-nutritious breakfast cereal for children

-a compact car that fits into small parking spaces for city dwellers

nutritious breakfast cereal for children

_____ is the most important ethical issue that is unique to the online medium.

-Negative publicity

-Slotting fees

-Piracy

-Privacy

-Short filling

Privacy

A(n) _____ involves information that is important to consumers and that is likely to influence their choice or conduct regarding a product.

-unfair representation

-objective representation

-reasonable representation

-factual representation

-material representation

material representation

An appeal to the consumer's desire for group membership represents positioning in terms of ______ needs.

-functional

-experiential

-symbolic

-favorable

-economic

symbolic

Which of the following is NOT a VALS™ segment?

-Innovators

-Makers

-Realists

-Experiencers

-Believers

Realists

Which criteria for determining segment effectiveness is the degree to which the programs can be formulated and implemented?

-Differential

-Substantial

-Measurable

-Accessible

-Actionable

Actionable

A good positioning statement should satisfy which of the following?

-a and b only

-a, b, and c

-It should reflect a brand's competitive advantage.

-It should motivate consumers to action.

-It should be based on product-related attributes.

a and b only

Demographic variables include characteristics such as age, income, and _____.

-place of residence

-voting preferences

-All of these are correct.

-ethnicity

-purchasing preferences

ethnicity

Which PRIZM NE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles, recently divorced and single parents who have moved into older, inner-ring suburbs?

-Up & Comers

-Bohemian Mix

-White Picket Fences

-Non-traditionalists

-Suburban Pioneers

Suburban Pioneers

Antonio is a practical, self-sufficient consumer who focuses on family, work, and physical recreation. He is only interested in material possessions that have a practical or functional purpose. He also likes to fix things, such as his car or things around his house. In terms of the VALS™ framework, Ken is a(n) _____.

-Achiever

-Believer

-Survivor

-Striver

-Maker

Maker

Leslie was born in 1957. To which generation does she belong?

-Generation X

-Generation Y

-Traditionalists

-Yup & Comers

-Baby Boom

Baby Boom

Jessica is 10 years old. To marketers, she is classified as a _____.

-child

-toddler

-teenager

-tween

-buster

tween

Martin is a politically conservative person who respects authority and the status quo. He drives a high-end automobile and shops at expensive specialty shops. In terms of the VALS™ framework, Martin is a(n) _____.

-Experiencer

-Maker

-Striver

-Believer

-Achiever

Achiever

Bob is confident in his abilities and feels he can achieve whatever he sets his mind to. He likes to help other people reach their full potential as well, and can always be counted on to give advice. According to MindBase, his motto would be _____.

-Sense and Sensibility

-An Ounce of Prevention

-Live Like You Mean It

-Nothing Ventured, Nothing Gained

-Do the Right Thing

Nothing Ventured, Nothing Gained

Joan has a strong self-esteem and abundant resources. Friends and colleagues look to her for new ideas and trends. In terms of the VALS™ framework, Joan is a(n) _____.

-Believer

-Innovator

-Achiever

-Maker

-Shaker

Innovator

James feels that with all of his responsibilities, things are barely within his control at times. He would give up a promotion if it meant he would be able to spend less time with his kids. According to MindBase, his motto would be _____.

-Sense and Sensibility

-Time Is of the Essence

-Ease on Down the Road

-Do the Right Thing

-You Only Live Once

Time Is of the Essence

Aspects of consumers' psychological makeup and lifestyles—including their attitudes, values, and motivation—comprise _____.

-purchasing characteristics

-physical characteristics

-psychographic characteristics

-behavioral characteristics

-demographic characteristics

psychographic characteristics

Which of the following companies tracks Internet users' surfing behaviors and provides this information to advertisers that wish to target prospective customers based on their online search behavior?

-Audience Science

-Knowledge Factory

-Nielsen Claritas

-a and b only

-a, b, and c

Audience Science

Price, packaging, and user and usage imagery are all examples of _____.

-product benefits

-non-product-related attributes

-product-related attributes

-basic consumer needs

-product imagery

non-product-related attributes

Product-related and not-product-related features make up brand _____.

-goals

-benefits

-positions

-attributes

-targets

attributes

Katherine is a well-educated professionals. Although her income allows her many choices, she is a conservative, practical consumer. In terms of the VALS™ framework, Katherine would be classified as a(n) ____.

-Achiever

-Thinker

-Experiencer

-Believer

-Actualizer

Thinker

The representation of sensory experiences in short-term memory is known as _____.

-imagery

-habituation

-feature analysis

-concretizing

-active synthesis

imagery

Which of the following is a stage in perceptual encoding?

-feature analysis

-retention of information

-selection of media

-action based on a decision

-exposure

feature analysis

Layla focused on the ad to find the prices for different breakfast cereals. This is known as _____.

-exposure

-attention

-interpretation

-comprehension

-perception

attention

Mr. Goodwrench is an example of a(n) _____.

-allegory

-nonsequitur

-metaphor

-simile

-gerund

allegory

Georgetown, Inc. is a manufacturer of surgical gloves. Georgetown's advertising efforts appeal to medical professionals, capitalizing on the need for safeguards against infectious diseases. The copy in a recent magazine ad reads, "While you're saving their lives, we're protecting yours." The magazine which features Georgetown's advertisement is called the ______.

-encoder

-medium

-decoder

-message channel

-communication objective

message channel

Which of the following is an example of "noise"?

-An advertiser's uncertainty about what message appeal is most appropriate for a particular target market.

-The letters your company receives from consumers regarding their opinions about your advertising campaign.

-All of these are correct.

-Information received from respondents to a market research survey.

-Trying to appeal to different consumers

An advertiser's uncertainty about what message appeal is most appropriate for a particular target market.

_____________ is interference or interruption that occurs in the communication process, potentially impacting the source, message, message channel, receiver, and feedback elements. This can prevent the communication outcome from occurring.

Noise

The perceptual process of interpreting stimuli is called _____.

-perceptual decoding

-habituation

-cognitive dissonance

-perceptual overloading

-perceptual encoding

perceptual encoding

While shopping to purchase a new car, Anita narrows her alternatives to three cars. She compares each attribute-by-attribute, and then finally chooses the one car that has, on balance, the best overall mix of features. Her preferred car is inferior to the other cars on a couple of attributes, but Anita allowed the car's superior performance on the other attributes to make up for its disadvantages. What type of heuristic did she use?

-compensatory heuristic

-dual-coding heuristic

-noncompensatory heuristic

-affect-referral strategy

-lexicographic model

compensatory heuristic

A(n) _____ uses a comparative term such as "like" or "as" to join items from different classes of experience.

-allegory

-gerund

-metaphor

-simile

-nonsequitur

simile

The _____ is a communicator in some marcom capacity who has thoughts to share with an individual customer/prospect or an entire target audience.

-channel

-message

-receiver

-decoder

-source

source

Short-term memory is also known as _____ memory.

-working

-perceptual

-cognitive

-relevant

-referral

working

According to the CPM, consumer behavior is seen as _____.

-metaphorical

-systematic

-illogical

-None of these are correct.

-irrational

systematic

By definition, _____ simply means that consumers come in contact with the marketer's message.

-attention

-interpretation

-perception

-comprehension

-exposure

exposure

The simplest of all decision heuristics is _____.

-disjunctive

-compensatory

-lexicographic

-affect referral

-conjunctive

affect referral

Marketers can enhance the consumers' ability to access knowledge structures by _____.

-using colorful ads

-using loud music

-employing verbal framing

-increasing curiosity about the brand

-repeating brand information

employing verbal framing