MAR 4334 Midterm.docx - Question 1 4 out of 4 points What...

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Question 1 4 out of 4 points What became the biggest word of the 1970s, a word that was quickly picked up by advertising and expanded into the promotional theme of the decade? Selected Answer: “m e” Correct Answer: “m e” Question 2 4 out of 4 points A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features. In general, this ad would be most appropriate for someone who is Selected Answer: doing an external search. Correct Answer: doing an external search. Question 3 4 out of 4 points What kind of groups are responsible for coming up with the concepts that express the benefits of a brand? Selected Answer: creative and production services Correct Answer: creative and production services Question 4 4 out of 4 points Dialogue balloons, story construction, and sentence and picture completion are all types of ____ techniques. Selected Answer: projecti ve Correct Answer: projecti ve
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Question 5 4 out of 4 points Benefit positioning is demonstrated in product campaigns that Selected Answer: feature distinctive reasons for its purchase. Correct Answer: feature distinctive reasons for its purchase. Question 6 0 out of 4 points As a segment, variety seekers tend to Selected Answer: offer the smallest opportunity for a firm seeking regular buyers. Correct Answer: buy brands based on sales, discount coupons, or other incentives. Question 7 4 out of 4 points What is the first step in STP marketing, as demonstrated in the Folgers campaign and explained in detail later in the chapter?
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