D a favorable experience on the first trial resulting

D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and
use of the product or brand.
E. the consumer's first actual purchase and use of the product or brand.
197. In the hierarchy of effects, evaluation refers to
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or
brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and
use of the product or brand.
E. the consumer's first actual purchase and use of the product or brand.
198. In the hierarchy of effects, trial refers to
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or
brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and
use of the product or brand.
E. the consumer's actual first purchase and use of the product or brand.
199. CoolMax Alta is a fabric made by DuPont. It is used in the manufacture of exercise
clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness
ads convinced Kumar to buy a pair of socks made of the material. Since he had never before
owned anything made of this fabric, Kumar was in which stage of the hierarchy of effects?
A. Trial
B. Diffusion
C. Innovation
D. Evaluation
E. Interest
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Chapter 18 - Integrated Marketing Communications and Direct Marketing
200. In the hierarchy of effects, adoption refers to
A. the point at which the consumer accepts the integrity of the manufacturer and the reliability
of the product.
B. the consumer's appraisal of the product or brand on the majority of important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or
brand.
D. the consumer's actual first purchase and use of the product or brand.
E. through a favorable experience on the first trial, the consumer's repeated purchase and use
of the product or brand.
201. Promotion objectives should possess three important qualities. They should be designed
for a well-defined target audience, be measurable, and
A. contain some element of appeal, such as sex, fear, or humor.
B. be based on clear market research.
C. stay within clearly defined budgetary constraints.
D. cover a specified time period.
E. retain some degree of flexibility.
202. No matter what the specific objective might be, from building awareness to increasing
repeat purchases, promotion objectives should possess three important qualities. They should
be designed for a well-defined target audience, cover a specified time period, and must be
A. unique in character.