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Homework answers / question archive / Florida International University MAR 3023 Chapter 15-Non-Personal Communication True / False Questions 1)According to the text, low-involvement products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase

Florida International University MAR 3023 Chapter 15-Non-Personal Communication True / False Questions 1)According to the text, low-involvement products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase

Accounting

Florida International University

MAR 3023

Chapter 15-Non-Personal Communication

True / False Questions

1)According to the text, low-involvement products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase.

 

 

  1. According to the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called intermediary objectives.

 

 

  1. In comparative advertising, the advertiser makes a direct comparison with a competitor’s product.

 

 

  1. Demonstration advertising shows the product in use and focuses on its performance.

 

 

  1. According to the text, frequency is the number of targeted individuals exposed to the advertising at least once during the planning period.

 

 

  1. Emotional advertising is a special case of two-sided advertising that explicitly mentions competitors’ claims, but then directly disproves them.

 

 

  1. When an audience is less interested in a product, or has an unfavorable prior impression, primacy advertising is generally more effective in gaining attention or minimizing objections.

 

 

  1. Scope describes the average number of times a targeted individual is exposed to the advertising.

 

 

  1. The correct formula for calculating Gross Rating Points is Reach + Frequency.

 

 

  1. According to the text, a regular periodic pattern of advertising is referred to as continuous.

 

 

  1. While simple to implement, the percent of sales advertising budgeting method suffers from the logical inconsistency that sales determines advertising spending, rather than advertising leading to sales.

 

 

  1. Competitive parity is the advertising budget method that is based on the advertising spending actions of competitors.

 

 

  1. Aided recall is the type of measure used widely for broadcast advertisements in which respondents are asked what advertisements they remember seeing during a particular program.

 

 

  1. In general, advertising focuses on securing neutral or favorable short-term press coverage for some aspect of the firm’s activities.

 

 

  1. Public relations is concerned with long-term image building via a myriad of activities, such as corporate publications, senior executive speeches, and financial support of worthy causes.  

 

Multiple Choice Questions

 

  1. According to the text,                                      products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase.

a.) low-involvement

b.) high-involvement

c.) convenience d.) simple

 

  1. Advertising creates product awareness that leads the customer through all of the following critical sequential stages EXCEPT:

a.) Knowledge b.) Liking

c.) Trial

d.) Cultural

 

  1. Concerning the strategic dimension of advertising, which of the following objectives includes dimensions such as sales, market share, and brand loyalty?

a.) Output objectives

b.) Input objectives

c.) Intermediary objectives d.) Direct objectives

 

  1. Concerning the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called                                                   .

a.) output objectives b.) input objectives

c.) intermediary objectives

d.) direct objectives

 

  1. Concerning the strategic dimension of advertising, which of the following types of objectives include awareness, knowledge, liking, trial, repeat purchase, and purchase satisfaction?

a.) Output objectives b.) Input objectives

c.) Intermediary objectives

d.) Direct objectives

 

  1. All of the following are mentioned in the text as distinct execution styles and ways of structuring communication EXCEPT:

a.) Humor advertising

b.) Comparative advertising

c.) Absolute advertising

d.) Celebrity endorsement advertising

 

  1. Which of the following styles of advertising shows the product in use and focuses on its performance?

a.)               Demonstration advertising

b.)              One-sided appeal advertising c.)                    Comparative advertising

d.)              Primacy advertising

 

  1.                                         is an advertising approach that appeals to people’s sense of logic. a.)            Emotional advertising.

b.)      Humor-based advertising.

c.)       Rational advertising.

d.)      Fear-based advertising.

 

  1. In which of the following types of advertising does the advertiser make a direct comparison with a competitor’s product?

a.) Humor advertising

b.) Comparative advertising

c.) Absolute advertising d.) Virtual advertising

 

  1.                                         is a special case of two-sided advertising that explicitly mentions competitors’ claims, but then directly disproves them.

a.)               Refutational advertising

b.)              Emotional advertising

c.)               Humor-based advertising

d.)              Fear-based advertising

 

  1. “The Pepsi Challenge” is an example of which of the following types of advertising? a.) Humor advertising

b.) Comparative advertising

c.) Absolute advertising d.) Virtual advertising

 

  1. When an audience is less interested in a product, or has an unfavorable prior impression,

                                      advertising is generally more effective in gaining attention or minimizing objections.

a.)       primacy advertising

b.)      recency advertising

c.)       refutational advertising d.) fear-based advertising

 

  1. Which of the following is NOT one of the main styles of emotional advertising?

a.)       Refutational advertising

b.)      Emotional advertising c.)   Humor-based advertising d.)         Fear-based advertising

 

  1. To select the appropriate media, the firm must answer questions in all of the following areas EXCEPT:

a.)               Media objectives

b.)              Types of media

c.)               Competitor media

d.)              Media schedule

 

  1. According to the text,                                      is the number of targeted individuals exposed to the advertising at least once during the planning period.

a.) reach

b.) frequency

c.) gross rating point d.) range

 

  1. Which of the following describes the average number of times a targeted individual is exposed to the advertising?

a.) Reach

b.) Frequency  c.) Gross rating point d.) Range

 

  1. Which of the following is the correct formula for calculating Gross Rating Points? a.)                    Reach/Frequency

b.)              Reach x Frequency

c.)               Reach + Frequency

d.)              Frequency/Reach

 

  1. A(n)                                  is a specific entity in a media class. a.)            gross rating point

b.)      media vehicle

c.)       pulsing

d.)      flighting

 

  1. Critical issues in choosing the actual media vehicles include all of the following EXCEPT: a.)                    Audience type

b.)              Audience size

c.)               Cost to design the ad

d.)              Nature of the vehicle

 

  1. According to the text, a regular periodic pattern of advertising is referred to as                                     

advertising.

a.) continuous

b.) flighting c.) pulsing

d.) gross rating point

 

  1.                                       refers to repeated high levels of advertising followed by low, or no, advertising. a.) Continuous

b.) Flighting

c.) Pulsing

d.) Gross rating point

 

  1. According to the text, pulsing is a combination of                                          and                                     

advertising.

a.) continuous and flighting

b.) pulsing and gross rating point c.) reach and pulsing

d.) reach and gross rating point

 

  1. Which of the following advertising budgeting methods is set as a percentage of the firm’s current sales, anticipated next year’s sales, or some combination of the two?

a.)       Competitive parity b.)            Affordability

c.)       Gross rating point

d.)      Percentage of sales

 

  1. While simple to implement, the                                     advertising budgeting method suffers from the logical inconsistency that sales determines advertising spending, rather than advertising leading to sales.

a.) competitive parity

 

b.) percentage of sales

c.) affordability

d.) gross rating point

 

  1. All of the following are practical problems with the percentage of sales method for setting the advertising budget EXCEPT:

a.) Using last year’s sales b.) Using anticipated sales c.) Seduction

d.) Competitive parity

 

  1. Which of the following is NOT an advertising effectiveness measure used for both field and laboratory advertising tests?

a.) Satisfaction

b.) Recognition c.) Unaided recall d.) Aided recall

 

  1. Which of the following advertising budgeting methods is based on the advertising spending actions of competitors?

a.) Competitive parity

b.) Affordability

c.) Gross rating point d.) Percentage of sales

 

  1. The                                         advertising budgeting method assumes that the firm and its competitors have similar objectives, that rivals have themselves made good budgeting decisions, and that different campaigns are equivalently effective.

a.) competitive parity

b.) affordability

c.) gross rating point d.) percentage of sales

  1. The measure widely used for print advertising in which subjects are taken through the publication and asked which advertisements they are familiar with is called                                           .

a.) unaided recall b.) aided recall

c.) recognition

d.) point of awareness

 

  1.                                       is the type of measure used widely for broadcast advertisements in which respondents are asked what advertisements they remember seeing during a particular program. a.) Unaided recall 

b.) Aided recall c.) Recognition

d.) Point of awareness

 

  1.                                         measure customer responses over time, using either a customer panel or randomly selected respondents.

a.) Perceptual maps b.) Factor analysis

c.) Regression analysis

d.) Tracking studies

 

  1. Which of the following is NOT a group the company typically works with in an advertising agency?

 

a.) Account managers

b.) Finance department

c.) Creative department d.) Media department

 

  1. Which of the following is NOT an advantage of using direct marketing? a.) flexibility

b.) predictability

c.) better customer knowledge

d.) standardization

 

  1. Which of the following describes the type of measure widely used for broadcast advertisements in which respondents are asked if they remember seeing an advertisement for a particular brand during a particular program?

a.) Unaided recall

b.) Aided recall

c.) Recognition

d.) Point of awareness

  1. In general,                                      focuses on securing neutral or favorable short-term press coverage for some aspect of the firm’s activities.

a.) public relations b.) publicity  c.) advertising

d.) sales promotion

 

  1. Public relations embraces all of the following aspects of a business EXCEPT: a.) Corporate reputation

b.) Profitability

c.) Crisis management d.) Government relations

 

  1.                                       is concerned with long-term image-building via a myriad of activities, like corporate publications, senior executive speeches, and financial support of worthy causes.

a.) Public relations

b.) Publicity c.) Advertising

d.) Sales promotion

 

  1.                                       is a complex blend of communications techniques providing extra value to customers, most often for trial to stimulate immediate sales.

a.) Sales promotion

b.) Publicity c.) Advertising

d.) Public relations

 

  1. Which of the following is NOT a main type of sales promotion? a.) Consumer promotion

b.) Trade promotion

c.) Corporate promotion

d.) Retail promotion

 

  1. Which of the following is NOT mentioned in the text as a “new way” to approaching integrating marketing communications?

a.) One-to-one communication

b.) Passive audience

 

c.) Long-term brand equity d.) Direct response methods

 

Essay Questions

 

  1. In a short essay, discuss high-involvement and low-involvement products.

 

 

 

  1. In a short essay, list the five related questions a firm must answer to select the appropriate media.

 

 

 

  1. In a short essay, list and discuss four critical dimensions in which various media vehicles differ.

 

 

 

  1. In a short essay, list and discuss three different approaches to setting the advertising budget and include an analysis of the advantages and disadvantage of each method.

 

 

 

  1. In a short essay, list and discuss five critical differences between direct marketing and advertising.

 

 

 

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