Marketing Final Exam

Store is in the introductory stage of the product

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Unformatted text preview: introductory stage of the product life cycle. The campaign would be considered: a. pioneering b. comparative c. institutional d. exclusive e. open-ended ANS: A The campaign is pioneering because it is designed to stimulate demand for a new store, given that the store is in 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 134. Refer to LeBlanc’s Pecan Company. When Orville LeBlanc created the list of communication tasks the advertising must accomplish, he was setting his: a. marketing mix b. media schedule c. advertising objectives d. advertising life span e. media profile ANS: C An advertising objective is a specific communication task that should be accomplished for a specified target market. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 135. Refer to LeBlanc’s Pecan Company. One of their advertisements featured Mrs. LeBlanc showing how several of the products sold in the shop can be used when entertaining guests. This is an example of which executional style for advertising? a. Mood or image b. Demonstration c. Scientific d. Fantasy e. Convenience ANS: B The demonstration executional style for advertising shows consumers the expected benefit. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 136. Refer to LeBlanc’s Pecan Company. When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store’s target audience, he was engaged in developing: a. b. c. d. e. a marketing mix a media plan a promotional plan an advertising campaign reach objectives ANS: B Media planning is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience. PTS: 1 REF: 271 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 137. Refer to LeBlanc’s Pecan Company. If Orville LeBlanc is most interested in audience selectivity and production costs, he should select _____ as the store’s primary advertising medium. a. outdoor b. magazine c. cable television d. radio e. network television ANS: D See Exhibit 17.3. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 138. Refer to LeBlanc’s Pecan Company. A feature article in a Houston newspaper describing the LeBlanc’s Pecan Company store and what it sells would be an example of: a. newspaper advertising b. event sponsorship c. product placement d. competitive advertising e. publicity ANS: E Publicity is the effort to attract media attention. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application Toys “R” Us Retailers are using social media in unprecedented leve...
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