Marketing Final Exam

Unique selling proposition is that it is completely

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Unformatted text preview: is an example of a fear appeal. See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 11. There are many snack foods for children, but only Nature’s Path makes an organic snack designed for a child’s palate. The product’s unique selling proposition is that it is completely organic. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 269 OBJ: 17-3 KEY: CB&E Model Promotion 12. A commercial for frozen pot pies showed two moms sitting in the stands at their sons’ soccer game talking about feeding their family this product. This is an example of a slice-of-life executional style for advertising. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 270 OBJ: 17-3 KEY: CB&E Model Promotion 13. Testing the effectiveness of a media campaign can be done either before or after the campaign is run. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 271 OBJ: 17-3 KEY: CB&E Model Promotion 14. The primary advantage of newspaper advertising is demographic selectivity. ANS: F While newspaper has an advantage of geographic selectivity, it does not have the advantage of demographic selectivity like magazines do. See Exhibit 17.3. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 15. The manufacturer of the George Foreman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable television channels. This is an example of an infomercial. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 274 OBJ: 17-4 KEY: CB&E Model Promotion 16. One of the most popular approaches for Internet advertising is search engine ads. ANS: T PTS: 1 TOP: AACSB Technology MSC: BLOOMS Comprehension REF: 274 OBJ: 17-4 KEY: CB&E Model Promotion 17. Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products. ANS: TOP: KEY: MSC: T PTS: 1 REF: 274 OBJ: 17-4 AACSB Technology CB&E Model Promotion | CB&E Model Online/Computer BLOOMS Knowledge 18. Nature’s Path makes EnviroKids brand organic cereals, rice bars, and cookies. It is determining whether to put its advertisements in newspapers or on television. Its primary concern is with how many people in its target market will be exposed to its ads. In other words, the company is concerned about frequency. ANS: F It is concerned about reach. PTS: 1 REF: 276 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 19. A costume rental company only runs newspaper advertisements the week before holidays, such as Christmas and Halloween. This is an example of a flighted schedule. ANS: F This is an example of a seasonal schedule. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Applicat...
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