Marketing Final Exam

Frame in which that change is to occur pts 1 ref 268

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Unformatted text preview: search Defining Advertising Goals for Measured Advertising Results Developing Aggressive Growth Markets and Revenues ANS: D According to this method, all advertising objectives should precisely define the target audience, the desired percentage change in some specific measure of effectiveness, and the time frame in which that change is to occur. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 36. A feature of a product is called a(n): a. b. c. d. e. asset appeal attribute element benefit ANS: C Attributes are features, while benefits are what consumers will receive or achieve by using the product. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 37. Kellogg’s has a brand of Frosted Flakes that touts a third less sugar on the packaging. This ad is emphasizing: a. a product attribute b. production implementation c. a product mission d. a loyalty reward e. a product premium ANS: A The sugar content is an attribute. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 38. The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein. This advertising highlights: a. product attributes b. the creation of brand loyalty c. how negative consumers’ attitudes are modified d. product benefits e. loyalty rewards ANS: A The fiber and protein are considered product attributes. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 39. Which of the following is what consumers will receive or achieve by using a product? a. Attribute b. Benefit c. d. e. Compensation Market share Functionality ANS: B Benefits might be such things as convenience, pleasure, savings, or relief. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 40. The UPS Store’s advertising “What Brown Can Do for You” whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere, UPS can help. The advertising is focusing on: a. creating advertising appeal b. production implementation c. a product mission d. creating product loyalty e. a product benefit ANS: E A benefit is what customers will receive or achieve by using the product or service. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 41. A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal. This ad focuses on: a. a product attribute b. production implementation c. a product mission d. creating product loyalty e. a product benefit ANS: E The ad answers the customer’s question, “What’s in it for me?” PTS: 1 REF: 269...
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This document was uploaded on 09/29/2013.

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