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Florida State University ADV 3008 Ch

Marketing

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Florida State University

ADV 3008

Ch. 1 quiz

1)Which of the following Is not one of the elements compromising the marketing mix?

-              Product

-              Price

-                              Profit

-              Promotion

2. A product can be        

-              Tangible

-              Intangible

-                              Tangible or Intangible

-              None

 

3. Advertising is a very efficient form of promotion because       

-                              The cost to reach each person is low

-              It doesn’t require much investment of time

-              The marketing mix is a formula that is easy to follow

-              The messages are very credible

 

4. A brand is different from a product because 

-              A brand costs more money

-                              A brand takes into account intangible attributes

-              A brand is more well known

-              A brand has more quality features

 

5. In the decision sequence model, objectives come immediately after

-              Implementation

-              Budget setting

-              Strategy development

-                              The situation analysis

 

6. Everyday products such as milk and laundry detergent, where consumers generally do not make careful brand evaluations prior to purchase are considered     

-              No involvement products

-                              Low involvement products

-              High involvement products

-              Insignificant products

 

7. You are considering the purchase of a new laptop. You have heard of the brand but haven’t developed any opinions about it to guide your purchase decision. What stage of the Hierarchy of effects are you in?

-              Behavior

-              Attitude

-                              Awareness

-              Conflict

 

 

8. Burger King has put together an advertising campaign for a new product introduction. When you see the ads, you are confused and are not sure of what the intended message is. This is an example breakdown in which stage of one-way communication?

-              Encoding

-              Signal

-                              Decoding

-              Destination

 

9. You have just been hired to work in ad agency. Your basic responsibilities will be serve as a liaison between the client and the agency, help with strategy development, and pitch in on acquiring new clients. You are working in        

-              Media

-              Project management

-                              Account servicing

-              Strategic planning

 

10. Creative boutiques usually  

-              Provide a complete range of services

-                              Are small specialty agencies

-              Buy media time and space in bulk

-              Are not very profitable