Exam 1 Review
Exam 1 includes two parts, multiple choice question and short essay question. This exam
will last one and a half hours. It is a close book exam and covers contents including
lecture notes, class discussion, selected quality homework question
The _ is a planning tool that can be used by marketers to consider how controllable
elements of the communications process interact with the consumers' response process.
A. dissonance/attribution model
B. persuasion matrix
C. AIDA model
D. response model
D. can generate immediate behavioral response. 19. Direct marketing:
A. is not a useful tool for a company that is using an integrated marketing communications plan.
B. seeks the same objectives as advertising, sales promotion, and personal selling strate
C. generate sales. Many marketers are uncertain as to what the integrated marketing
communications should contribute to the marketing program. The only goal of their company's
advertising and promotional program is to:
A. position the company and its bran
Chapter 08 - Creative Strategy: Planning and Development
Creative Strategy: Planning and Development
Multiple Choice Questions
1. (p. 249) The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to:
A. undercut new gamblin
B. development of a marketing strategy and analysis. According to the marketing and promotions
process model, the marketing process begins with the:
A. development of the marketing mix.
B. development of a marketing strategy and analysis.
C. development o
B. the process people engage in when searching for, selecting, and using products and services
they need. Consumer behavior is defined as:
A. a process of conspicuous consumption.
B. the process people engage in when searching for, selecting, and using pr
Homework Assignment #2
1. (p. 244) To find out if concepts have strong consumer appeal,
testing new product concepts with a group of target customers.
A. Test marketing
B. Marketing strategy development
C. Idea screening
D. Business analysis
E. Concept te
2016 5th International Conference on
Ic Business, Management and Governance
San Francisco, USA October 23-25, 2016
Journal of Economics, Business and Management (JOEBM)
Indexed by: DOAJ, Engineering
The Best Way to Have a Good
Idea is to have Lots of Ideas.
Nobel Prize winner for Chemistry
The Power of &
What Do Watson,
B. Sales promotion _ is defined as a direct inducement that offers an extra value or
incentive for the product to the sales force, distributors, or to ultimate consumer with the
primary objective of creating an immediate sale.
A. Brand advertising