Marketing Final Exam

Name is well known to consumers during the early

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Unformatted text preview: F: 256 Thinking KEY: CB&E Model Promotion 66. Informative promotion is generally used: a. b. c. d. OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension when memory stimulus is needed when the brand name is well-known to consumers during the early stages of the product life cycle during an attempt to gain the immediate action of a consumer e. when advertising a simple, nontechnical, mature product ANS: C Informative promotion is generally more prevalent during the early stages of the product life cycle. PTS: 1 REF: 256 Thinking KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 67. The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n) _____ format because the product is so technical. a. influencer b. persuasive c. reminder d. reseller e. informative ANS: E Informative promotion is a necessary ingredient for a highly technical product category. PTS: 1 REF: 256 Communication KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB MSC: BLOOMS Application 68. When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising. a. reminder b. persuasive c. informative d. compulsive e. influential ANS: C Informative promotion seeks to convert an existing need into a want or to stimulate interest in a new product, generally during the early stages of the product life cycle. PTS: 1 REF: 256 OBJ: 16-4 TOP: AACSB Diversity KEY: CB&E Model International Perspective| CB&E Model Product| CB&E Model Promotion MSC: BLOOMS Application 69. Maddie’s Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers. a. inform b. c. d. e. remind prompt influence encourage ANS: A Informative promotion seeks to stimulate interest in a new product. PTS: 1 REF: 256 Communication KEY: CB&E Model Promotion OBJ: 16-4 TOP: AACSB MSC: BLOOMS Application 70. The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers’ perception of plastic packaging, the council is using _____ promotion. a. reminder b. persuasive c. declarative d. diffusive e. mass ANS: B The council is trying to stimulate demand for consumer products packaged in plastics. PTS: 1 REF: 256-25...
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This document was uploaded on 09/29/2013.

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