Marketing Final Exam

Brand awareness describe available services remind

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Unformatted text preview: 7 OBJ: 16-4 Communication KEY: CB&E Model Product| CB&E Model Promotion 71. The goal of persuasive promotion is to: a. b. c. d. e. TOP: AACSB MSC: BLOOMS Application stimulate a purchase or an action increase brand awareness describe available services remind the consumers of where to buy the product maintain top-of-mind consumer awareness ANS: A Persuasion generally attempts to motivate a consumer to purchase a product. PTS: 1 REF: 256-257 Thinking KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 72. Persuasion normally becomes the primary promotion goal when: a. a firm is trying to increase brand awareness b. the product enters the growth stage of the product life cycle c. selling a highly technical product d. e. reminding consumers where to buy the product new products are in early stages of the product life cycle ANS: B Persuasion attempts to motivate a consumer to purchase a particular product. It is useful after the product has been made known through informational advertising during introduction. PTS: 1 REF: 256-257 Communication KEY: CB&E Model Strategy OBJ: 16-4 TOP: AACSB MSC: BLOOMS Comprehension 73. Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing negative perceptions of e-mail. The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies wanting to promote their products give email a chance to show what it can do. This promotion has the task of: a. persuading b. informing c. reminding d. suppressing e. rewarding ANS: A This promotion is aimed at persuading consumers to change their attitudes and try e-mail. PTS: 1 REF: 256-257 OBJ: 16-4 Communication KEY: CB&E Model Strategy| CB&E Model Promotion TOP: AACSB MSC: BLOOMS Application 74. _____ 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. a. Influence b. Amusement c. Informative d. Persuasive e. Reminder ANS: E This describes reminder promotion. PTS: 1 REF: 257 Thinking KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 75. Hasbro, Inc. hired actress Jamie Lee Curtis as its spokesperson to promote the company’s board games. As part of the campaign, Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship, Monopoly, and Clue to promote the games as great Christmas gifts to parents who played the games as children. This promotion was intended to: a. b. c. d. e. amuse consumers influence consumers to switch to Hasbro games act as a reminder advertisement persuade nonplayers of games to try them act as a persuasive device for the product category ANS: C Reminder promotion is used to keep a familiar brand name in the public’s mind and is prevalent during the maturity stage of...
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This document was uploaded on 09/29/2013.

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