Marketing Final Exam

Always room for jell o this is an example of

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Unformatted text preview: the product life cycle. PTS: 1 REF: 257 Communication KEY: CB&E Model Strategy OBJ: 16-4 TOP: AACSB MSC: BLOOMS Application 76. For many years Jell-O gelatin has run advertisements that tell consumers there is “always room for Jell-O.” This is an example of _____ promotion. a. influence b. amusement c. informative d. prevalent e. reminder ANS: E Reminder promotion is used to keep a familiar brand name in the public’s mind and is prevalent during the maturity stage of the product life cycle. PTS: 1 REF: 257 Communication KEY: CB&E Model Strategy OBJ: 16-4 TOP: AACSB MSC: BLOOMS Application 77. Which of the following outlines a sequential four-step process for achieving promotional goals? a. The communication model b. The hierarchy of impacts c. The AIDA concept d. Maslow’s hierarchy of needs e. Schramm’s model ANS: C The AIDA acronym stands for attention, interest, desire, and action. PTS: 1 REF: 257 Thinking KEY: CB&E Model Strategy 78. The AIDA concept: a. b. OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge proves that promotional effectiveness is an insignificant abstract term demonstrates that buyers go through nine c. d. e. stages on the way to making a decision is a model effectively showing that advertising can move people to the purchase stage is a model for reaching promotional objectives that outlines a sequential process for effective promotion is a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives ANS: D This describes the model called the AIDA concept. PTS: 1 REF: 257 Thinking KEY: CB&E Model Strategy 79. AIDA stands for: a. b. c. d. e. OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension attitude, interest, demand, activity attention, interest, desire, action awareness, intent, demand, action avoidance, interest, desire, acceptance attitudes in developing acquisitions ANS: B The AIDA acronym stands for attention, interest, desire, and action. PTS: 1 REF: 257 Thinking KEY: CB&E Model Strategy OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge 80. According to the AIDA concept, the first step an advertiser must take is to gain the consumers’: a. attention b. attitude alignment c. action d. adaptation e. adoption ANS: A The advertiser must first gain the attention of the target market. PTS: 1 REF: 257 Thinking KEY: CB&E Model Customer OBJ: 16-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 81. Lyndon went to a Web site that sells barbeque grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the _____ step of the AIDA concept. a. b. c. d. e. action attention liking interest desire ANS: D Lyndon is aware of the product, but he is not yet convinced it is the one he wants to purchase. PTS: 1 REF: 257 Communication KEY: CB&E Model Strate...
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This document was uploaded on 09/29/2013.

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