Marketing Final Exam

17 2 top aacsb reflective msc blooms knowledge 20

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Unformatted text preview: stimulate demand for a new product or product category? a. Comparative b. Innovative c. Focused d. Image e. Pioneering ANS: E This is the definition of pioneering advertising, which is heavily utilized during the introductory stage of the product life cycle. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 20. Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to mimic flowers, arranged in a basket, and carefully delivered to the recipient’s home. One of the problems is convincing people that it is not a novelty product, but an attractive way to show how you feel about someone. Edible Arrangements will be using _____ advertising to promote its fruit bouquets. a. pioneering b. innovative c. introductory d. start-up e. focused ANS: A Pioneering advertising is heavily utilized during the introductory stage of the product life cycle. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 21. Cranium, the Seattle-based toy company, has recently introduced Giggle Gear, a toy designed to let kids’ imagination run wild. With the face and headpieces that make up Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. What type of advertising will this company be using to promote this new toy? a. b. c. d. e. Pioneering Innovative Promotional Start-up Comparative ANS: A Pioneering advertising is intended to stimulate demand for a new product. PTS: 1 REF: 267 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 22. Which form of advertising is designed to influence demand for a specific brand? a. Institutional b. Primary c. Competitive d. Direct e. Growth ANS: C Competitive advertising is used when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 23. Detrol, a drug for an overactive bladder, runs a television ad where an empathetic female restroom sign jumps off the door and convinces a patient to have the “Detrol discussion” with her doctor, as the patient, after multiple trips to the bathroom, obviously has an overactive bladder. This is an example of a(n) _____ ad. a. comparative b. differentiational c. pioneering d. institutional e. competitive ANS: E The goal of competitive advertising is to influence demand for a specific brand. Such advertising is less informational and more emotional. The emphasis is on brand name recall and a favorable attitude toward the brand. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 24. _____ advertising compares two or more specifically named or shown competing brands on on...
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This document was uploaded on 09/29/2013.

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