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Florida State University ADV 3008 Ch

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Florida State University

ADV 3008

Ch. 3 quiz

1)With respect to the product life cycle

-              Every product completes the entire cycle

-                              The length of the cycle is not the same for every product

-              It does not apply to services

-              Each stage lasts approximately the same amount of time

 

2. The stage of the product life cycle with the most aggressive competition is the             

-              Introductory stage

-              Growth stage

-                              Maturity stage

-              Decline stage

 

3. During the growth stage of the product life cycle, advertising is likely to focus on         

-              Intangible benefits

-                              Selective demand

-              Retail incentive

-              Creating awareness

 

4. To avoid product cannibalization, companies should develop products that are             

-                              Complimentary

-              Low priced

-              Familiar to consumers

-              High involvement

 

5. Because seasonal purchasing patterns, such as back to school shopping are difficult to change, advertisers should                

-              Spend more money to change the patterns

-                              Plan around existing patterns

-              Avoid seasonal advertising

-              Reduce advertising expenditures during the peak season

 

6. Which of the following is a factor that is analyzed regarding the company when conducting a situation analysis?

-              Economy

-              Seasonality

-              Product life cycle

-                              Distribution

 

7. The difficulty in managing macro issues, from an advertising standpoint, is that the company

 

-                              Has very little control over these issues

-              Must pay close attention to details

-              Spends more money than it should

 

-              Is slow to react to the competition

 

8. You are analyzing last month’s sales results to determine the effectiveness of your company’s current advertising. The results are helpful in addressing what is happening in the marketplace, but not why. This is an example of which disadvantage of secondary research?

-              Large sample size

-                              Rarely fits needs

-              Widely disseminated

-              Customized

 

9. The best use of a small, limited research budget is      

-              After the campaign has been completed

-              Before the situation analysis

-                              During the situation analysis

-              After objectives have been set

 

10. Consumer classification is one strategic use of            

-                              Primary research

-              Exploratory research

-              Investigative research

-              Secondary research