ARE136WI09MT1va - Name Last 4 digits of Student ID(and on...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Name:______________________________ Last 4 digits of Student ID (and on Scantron):_________ University of California, Davis Managerial Economics 136: Winter 2009 (MW, 8:00 – 9:50) Instructor: John H. Constantine Midterm: Wednesday February 11, 2009 Total Point Value is 45. There are 7 pages on this exam. Important notes and instructions regarding the exam : (1) IMMEDIATELY—Place your name on this exam . (2) IMMEDIATELY—Place your name on the scantron . (3) NO CALCULATORS PERMITTED. When exam is completed : ***Turn in both the EXAM and SCANTRON sheet.***
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
1 Part I: Multiple Choice (35 total points). There are 35 multiple choice questions, each having only one correct answer. Each question is worth 1 point . 1) An incumbent senator appears on television, saying that she should be re-elected because she has brought jobs to the state. Obviously, this effort is mass mediated and is an attempt to persuade. For it to be considered advertising, which other condition must be met? a) The claim must be regulated by the Federal Communications Commission. b) The airtime must be paid for. c) It must be a public service announcement. d) The other candidates' opinions must be presented. e) The message must be delivered statewide 2) According to the model of mass-mediated communication, which of the following statements is not true? a) Advertising content is the product of interacting institutions. b) Advertising content is, in part, a function of the conventions, rules, and regulations of the media being used. c) Advertising content is, in part, a function of the interpretation of the audience. d) Advertising content is, in part, a function of the advertiser's expectations of its audience. e) Advertising content is what physically appears on a page or a screen or is heard over the airwaves. 3) Market segmentation is: a) aggregating small, homogeneous submarkets into a large, homogeneous market. b) creating a perceived difference in the mind of the consumer between the advertiser's brand and competitors' brands. c) identifying a competitive niche the brand will occupy. d) coordinating the relationship between brands in the organization's entire product line. e) breaking down a large, heterogeneous market into submarkets that are more homogeneous. 4) Advertising that is designed to point out a brand’s unique benefits compared to the competition is known as _________________________. a) selective demand stimulation b) corporate advertising c) direct response advertising d) primary demand stimulation e) delayed response advertising 5) Which one of the following statements would most likely be made by someone experiencing cognitive dissonance? a) "My new Toro lawn mower may cut better, but it's not as fuel efficient as the new John Deere mowers." b) "I'd really like to buy one of those new Toro lawn mowers, but they're kind of expensive." c) "I sure need a new lawn mower, but I'm too lazy to find out what's out there." d) "Mary says her new Toro lawn mower can really get into tight spaces, but Jim says his is hard to start sometimes." 6) Branding helps: a) identify basic commodities.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 8

ARE136WI09MT1va - Name Last 4 digits of Student ID(and on...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online