Chap008 - CHAPTER 8 TURNING MARKETING INFORMATION INTO...

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

View Full Document Right Arrow Icon
CHAPTER 8 TURNING MARKETING INFORMATION INTO ACTION MULTIPLE CHOICE QUESTIONS 8-1 CHAPTER OPENING EXAMPLE: TEST SCREENINGS CONCEPTUAL Field of Dreams , Honey, I Shrunk the Kids and Pretty Woman were all movies that: a. had no marketing research done before they were released. b. contained no product placement advertising. c. used subliminal advertising. d. were based on novels. e. had modifications made after marketing research was conducted on them. Answer: e Page: 205 Rationale: Shoeless Joe, Teenie Weenies and 3000 were the original titles. However, these titles confused audiences and were changed after marketing research. 8-2 CHAPTER OPENING EXAMPLE: TEST SCREENINGS CONCEPTUAL Because the first two weeks of attendance after a movie's release often determines its success or failure, marketing research on titles and plots is: a. typically not conducted with representatives from the movie's target audience. b. often done but typically provides little useful information. c. often produces conflicting information, which leads to more test screenings. d. not as crucial to the movie's success as it has been in the past. e. even more important today than it has been in the past. Answer: e Page: 206 Rationale: Marketing research on movie titles and plots is more important than ever to get and keep consumers' attention. 8-3 CHAPTER OPENING EXAMPLE: TEST SCREENINGS CONCEPTUAL Pocahontas and Fatal Attraction have little else in common, but like virtually every major U.S. movie produced today these movies: a. were released before they were ever shown to any audience. b. had multiple-tiered target audiences that developed after the movies were released. c. had product spin-offs developed as a result of market research. d. were modified after market research was conducted. e. used computer simulations for the animated sections. Answer: d Page: 206 Rationale: Pocahontas and Fatal Attraction have little else in common, but like virtually every major U.S. movie produced today they used test screenings to modify film details to suit movie goers' tastes. 443
Background image of page 1

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

View Full DocumentRight Arrow Icon
8-4 CHAPTER OPENING EXAMPLE: TEST SCREENINGS APPLICATION In the most expensive movie making to date, New Line Cinema produced three Lord of the Ring s films, to be released for Christmas 2001, 2002, and 2003. The estimated cost before production began was $270 million. Which of the following statements illustrates how New Line minimized its risks? a. The films are based on the trilogy Lord of the Rings , three books by J.R.R. Tolkien that have been international best sellers, with a loyal following since publication in the 1950's. b. New Line's official website has built anticipation by allowing viewers to see parts of the film being made, including visual and sound effects that won it the New Media Site of the Year 2001 award from PR Week .
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.

Page1 / 66

Chap008 - CHAPTER 8 TURNING MARKETING INFORMATION INTO...

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