Quiz 11 Week 14 Quiz Chapter 15 and 16 Answers

Quiz 11 Week 14 Quiz Chapter 15 and 16 Answers - Name_ Quiz...

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Name___________________________ Quiz 11 Week 14 Quiz Chapter 15 and 16 1. Yamaha Corp. has developed a revolutionary new device that reduces the volume of trumpets by more than 30 decibels—to the level of a whisper. A microphone picks up the sound, feeds it to an amplifier, and then to headphones that allow the musician to hear the music at a normal volume. What form of product advertising is the company likely to use? a. reminder b. competitive c. pioneering d. institutional e. objective Answer: c Page: 354 Learning Objective: 1 Rationale: Pioneering advertisements are used in the introductory stage of the product life cycle to tell people what the product is, what the product can do, and where the product can be found. The key objective of the pioneering ad is to inform the target market. Informative ads have been found to be interesting, convincing, and effective. Yamaha’s device is new and thus in the introductory stage of the product life cycle. Pioneering advertising should be used to tell the target market how the device works and where it can be found. 2. An ad for Campbell's soup reads, “We haven't changed that great taste your family's always loved.” This is an example of __________ advertising. a. advocacy b. comparative c. persuasive d. informative e. reminder Answer: e Page: 355 Learning Objective: 1 Rationale: Reminder advertising is used to reinforce previous knowledge of a product. Reminder advertising is good for products that have achieved a well-recognized position and are in the mature phase of their product life cycle. In this case, Campbell’s is a well-
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This document was uploaded on 10/27/2011 for the course MKT 291 at Miami University.

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Quiz 11 Week 14 Quiz Chapter 15 and 16 Answers - Name_ Quiz...

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