Bus134b Exam 3 (Most Missed)
Chapters 11, 13 - 15 (100 points)
- 1.
Most missed: In the means-ends chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life of osteoporosis. The healthier bones component of the means-ends chain is the:
- A.
Product attribute
- B.
Consumer Benefit
- C.
Leverage point
- D.
Personal Value
Correct Answer
B. Consumer BenefitExplanation
The correct answer is Consumer Benefit. In the means-ends chain for milk, the calcium content of milk leads to healthier bones, which is a benefit for the consumer. Consumer benefit refers to the advantages or positive outcomes that a product or service provides to the consumer. In this case, the healthier bones resulting from consuming milk is a benefit that the consumer can enjoy.Rate this question:
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- 2.
Most missed: The number of households turned to a program divided by the total number of households with a television turned on calculates:
- A.
Rating
- B.
Recall
- C.
Share
- D.
Frequency
Correct Answer
C. ShareExplanation
The correct answer is "Share." The share is calculated by dividing the number of households turned to a program by the total number of households with a television turned on. This metric helps to determine the percentage of viewers watching a particular program out of the total potential audience.Rate this question:
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- 3.
Most missed: All of the following statements are true about blogs, except:
- A.
Blogs are often tied in with viral marketing campaigns
- B.
Blogs have been created on a wide range of topics
- C.
Some blogs permit visitors to post comments, others do not
- D.
Blogs are a powerful means of spreading word-of-mouth communications about a product
Correct Answer
A. Blogs are often tied in with viral marketing campaignsExplanation
Blogs are often tied in with viral marketing campaigns. This statement is not true about blogs. While some blogs may be used as a part of viral marketing campaigns, it is not a characteristic that applies to all blogs. Blogs are primarily a platform for individuals or organizations to share their thoughts, ideas, and information on various topics. They can be created on a wide range of subjects and allow visitors to post comments, promoting engagement and discussion. Blogs are also considered a powerful tool for spreading word-of-mouth communications about a product or service.Rate this question:
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- 4.
Most missed: A nude male on a calendar for houshold furniture is an:
- A.
Source or spokesperson
- B.
Decorative model
- C.
Example of subliminal advertising
- D.
Example of overt sexuality
Correct Answer
B. Decorative modelExplanation
The correct answer is "Decorative model." A nude male on a calendar for household furniture is likely to be a decorative model rather than a source or spokesperson. It is not necessarily an example of subliminal advertising as the nudity is visible and not hidden. While it can be seen as an example of overt sexuality, the term "decorative model" better describes the purpose of the image in this context.Rate this question:
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- 5.
Most missed: In terms of new product adoptions, consumer-generated reviews and discussions can be important vehicles for reaching:
- A.
Innovators
- B.
Early adopters
- C.
Early majority
- D.
Late majority
Correct Answer
B. Early adoptersExplanation
Consumer-generated reviews and discussions are important for reaching early adopters because these individuals are typically more open to trying new products and innovations. They are often influenced by the opinions and experiences of others, making consumer reviews and discussions a valuable source of information for them. Early adopters are also more likely to actively seek out and participate in these types of conversations, making them a prime target audience for reaching through consumer-generated content.Rate this question:
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- 6.
Most missed: Integrating a brand into the storyline of a movie, television show, or book is successful because:
- A.
The brand is more accepted by the viewing audience
- B.
The brand is much more noticeable to the viewing audience
- C.
It costs less than product placement
- D.
Its extremely low cost-per-viewer
Correct Answer
B. The brand is much more noticeable to the viewing audienceExplanation
Integrating a brand into the storyline of a movie, television show, or book is successful because the brand becomes much more noticeable to the viewing audience. By seamlessly incorporating the brand into the narrative, it catches the attention of the audience and increases brand visibility. This approach allows the brand to stand out and be remembered by viewers, potentially leading to increased brand recognition and consumer engagement.Rate this question:
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- 7.
Most missed: In the consumer sector, advertising tends to:
- A.
Support other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows
- B.
Be the primary vehicle for communicating to customers
- C.
Be done in-house to prevent competitors from learning about the company's products and communication approach
- D.
Be used to support consumer promotions and personal selling efforts
Correct Answer
B. Be the primary vehicle for communicating to customersExplanation
Advertising in the consumer sector is the primary vehicle for communicating to customers. This means that advertising is the main method used to convey messages and information about products or services to consumers. It is the most effective and efficient way to reach a large audience and create awareness and interest in a company's offerings. Other promotional tools such as personal selling, trade promotions, consumer promotions, direct marketing, and trade shows may also be used, but advertising takes precedence in terms of communication with customers.Rate this question:
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- 8.
Most missed: The major reason retailers tend to use newspapers for advertising is that they:
- A.
Are lower cost compared to the other media
- B.
Offer geographic selectivity
- C.
Have a longer life than radio or television
- D.
Show a preference for local retailers
Correct Answer
B. Offer geographic selectivityExplanation
Newspapers offer geographic selectivity, meaning that retailers can choose to advertise in specific regions or areas where their target audience is located. This allows them to reach a more targeted market and maximize the effectiveness of their advertising efforts. Additionally, newspapers are often lower in cost compared to other media options such as radio or television, making them a more affordable choice for retailers. While newspapers may not have as long of a life span as radio or television, they still offer a longer life compared to other forms of media, allowing for a longer exposure of the advertisement. Lastly, newspapers show a preference for local retailers, further catering to the specific needs and interests of the target audience.Rate this question:
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- 9.
Most missed: If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on:
- A.
The characteristics of the target market
- B.
A high level of frequency
- C.
A high level of reach
- D.
Both a high level of frequency and high level of reach
Correct Answer
B. A high level of frequencyExplanation
A high level of frequency is the correct answer because increasing brand recall requires repeated exposure to the advertisement. By showing the advertisement frequently, the target audience is more likely to remember the brand and its message. This repetition helps to reinforce the brand in the minds of consumers and increases the chances of them recalling it when making purchasing decisions. Therefore, a high level of frequency is crucial in achieving the objective of increasing brand recall.Rate this question:
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- 10.
Most missed: The use of brand entertainment increased sharply with the:
- A.
Introduction of cable TV and the ability to target audience through specialty shows
- B.
Increased interest in specialty shows like Extreme Makeover and Top Chef
- C.
Rise of reality television shows where there is a lack of script and the focus is on the real world
- D.
Popularity of the American Idol shows and fan voting
Correct Answer
C. Rise of reality television shows where there is a lack of script and the focus is on the real worldExplanation
The rise of reality television shows where there is a lack of script and the focus is on the real world led to the increased use of brand entertainment. These shows became popular because they offered a glimpse into the lives of real people, creating a sense of authenticity that traditional scripted shows lacked. Advertisers saw the opportunity to integrate their brands into these shows, reaching a large and engaged audience. The lack of a script also allowed for more organic and seamless product placements, making brand entertainment an effective marketing strategy.Rate this question:
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- 11.
Most missed: The executional framework is the:
- A.
Key idea or ideas that an advertisement is to convey
- B.
Key element in an advertisement that taps into or activates a consumer's personal value system
- C.
Design of the advertisement that attracts attention or presents information
- D.
Theme that explains how the message will be delivered in an advertisement
Correct Answer
D. Theme that explains how the message will be delivered in an advertisementExplanation
The correct answer is the theme that explains how the message will be delivered in an advertisement. The executional framework refers to the overall concept or approach used to convey the message in an advertisement. It includes factors such as the tone, style, and format of the ad, as well as the specific techniques or strategies employed to communicate the message effectively. The theme is an essential component of the executional framework as it provides a coherent and consistent way to deliver the message to the target audience.Rate this question:
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- 12.
Most missed: In Marketing Is Everything, McKenna points out that, in today's market, advertising is:
- A.
Ineffective
- B.
The most effective way to reach market niches with customized messages
- C.
An excellent dyadic communication model
- D.
None of the above
Correct Answer
A. IneffectiveExplanation
The correct answer is "Ineffective." This suggests that according to McKenna in his book "Marketing Is Everything," advertising is not an effective way to reach market niches with customized messages.Rate this question:
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- 13.
Most missed: E-mail campaigns are best suited for:
- A.
Developing brand awareness
- B.
Individuals in the latter stages of the purchase decision process
- C.
Developing brand knowledge and liking for a product
- D.
Developing brand awareness and brand knowledge
Correct Answer
B. Individuals in the latter stages of the purchase decision processExplanation
E-mail campaigns are best suited for individuals in the latter stages of the purchase decision process because at this stage, potential customers have already shown interest in the product or service and are more likely to convert into actual buyers. By targeting these individuals with relevant and personalized e-mails, companies can provide them with additional information, incentives, and reminders to encourage them to make a purchase. This helps to increase conversion rates and drive sales.Rate this question:
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- 14.
Most missed: If an advertisement appears on CSI three times and CSL has a Nielsen rating of 12.3, the gross rating points (GRP) would be:
- A.
4.1
- B.
12.3
- C.
36.9
- D.
There is not enough information to calculate the GRP
Correct Answer
C. 36.9Explanation
The gross rating points (GRP) can be calculated by multiplying the number of times the advertisement appears (3) with the Nielsen rating of the program (12.3). Therefore, the GRP would be 36.9.Rate this question:
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Current Version
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Mar 19, 2023Quiz Edited by
ProProfs Editorial Team -
Nov 08, 2011Quiz Created by
Austinfromcali
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