1.
Hvilke innsatsfaktorer benyttes for å produsere "backstage-elementene" i Troyes produkt-element modell?
Correct Answer
C. Personale, råvarer og utstyr/fasiliteter
Explanation
The correct answer is personnel, raw materials, and equipment/facilities. In order to produce the "backstage elements" in the Troyes product-element model, personnel is needed to perform the necessary tasks, raw materials are required as inputs, and equipment/facilities are utilized to carry out the production process.
2.
Du er sent ute til forelesning. For å sjekke om det har skjedd noe nytt i næringslivet blar du raskt gjennom Dagens Næringsliv før du løper til auditoriet. På en av sidene vises en halvsides annonse for et merke du kjenner. I hvilken grad vil du kunne bli påvirket av denne reklamen?
Correct Answer
C. Reklamen vil i noen grad kunne styrke kjennskapen til merket og sentrale merkeassosiasjoner- dersom merke-elementene er tydelig eksponert
Explanation
The advertisement has the potential to increase the awareness of the brand and the key associations related to it, but only if the brand elements are clearly exposed. This suggests that the individual may not be heavily influenced by the advertisement, but there is a possibility that it could have a positive impact on their perception and knowledge of the brand.
3.
Hvilke to modeller gir opphav til "intensjon om handling" i Fishbein og Ajzens modell?
Correct Answer
B. Holdning til handlingen og sosial norm
Explanation
According to Fishbein and Ajzen's model, the "intention to act" is influenced by two factors: attitude towards the behavior and social norms. Attitude towards the behavior refers to an individual's personal evaluation or belief about the behavior, whether they perceive it as positive or negative. Social norms, on the other hand, refer to the perceived expectations or pressures from others regarding the behavior. Therefore, both attitude towards the behavior and social norms contribute to the formation of the intention to act.
4.
N-modellen brukes til å definere en merkeposisjonering. I modellen skilles det mellom primære og sekundære assosiasjoner. Hvilke krav stilles til de primære assosiasjonene i modellen?
Correct Answer
B. De primære assosiasjonene skal dreie seg om sentrale drivere for valg
Explanation
The primary associations in the model should revolve around key drivers for choice. This means that the primary associations should be related to the main factors that influence consumers' decision-making process when choosing a brand. These associations should highlight the unique selling points or attributes of the brand that differentiate it from competitors and make it a preferred choice for consumers. By focusing on these central drivers for choice, the brand can effectively position itself in the market and create a strong brand image in the minds of consumers.
5.
Hvilken innkjøpsstrategi er mest hensiktsmessig når forsyningsrisikoen for et produkt er lav, men den økonomiske betydningen av produktet er stor?
Correct Answer
C. Konkurranse
Explanation
In a situation where the supply risk for a product is low but the economic importance of the product is high, competition would be the most appropriate procurement strategy. This is because competition allows for multiple suppliers to compete for the business, which can lead to better pricing, quality, and innovation. Additionally, competition ensures that the buyer has options and can switch suppliers if necessary, reducing the risk of relying on a single supplier.
6.
Hva menes med begrepet selektiv verdikjede?
Correct Answer
A. At produktene selges gjennom nøye utvalgte utsalgssteder
Explanation
Selektiv verdikjede refers to the practice of selling products through carefully selected retail outlets. This means that the company chooses specific stores or outlets to sell their products, rather than making them available everywhere. This approach allows the company to maintain more control over the distribution and positioning of their products, and also ensures that the products are sold in locations that align with the company's branding and target market.
7.
Det finnes flere former for verdikjeder. To av disse er kontraktbaserte og administrerte kjeder. Hvilke av disse to verdikjedeformene krever mest koordinering og samarbeid?
Correct Answer
B. Kontraktbaserte
Explanation
The correct answer is "Kontraktbaserte." Kontraktbaserte verdikjeder krever mest koordinering og samarbeid. This is because in a contract-based value chain, multiple parties are involved, and their roles and responsibilities are defined in a contractual agreement. Coordination and collaboration are necessary to ensure that all parties fulfill their obligations and work together effectively. On the other hand, administrerte verdikjeder are managed internally within a single organization, which may require less coordination and collaboration with external parties.
8.
Det skilles mellom to typer merkekjennskap. Hvilke?
Correct Answer
A. Kategoribetinget- og situasjonsbetinget merkekjennskap
Explanation
The correct answer is "Kategoribetinget- og situasjonsbetinget merkekjennskap." This refers to the two types of brand awareness: category-based and situation-based. Category-based brand awareness is when consumers are aware of a brand within a specific product category, while situation-based brand awareness is when consumers are aware of a brand in a specific situation or context.
9.
Du har målt hvor godt eget merke scorer i forhold til en nær konkurrent på en sentral produktegenskap. Skala: Fra 1 (=dårlig) til 7 (=meget bra). Du skal så sammenligne gjennomsnittscoren for eget merke med tilsvarende score for konkurrenten. Spørsmålet er om ditt merke scorer høyere, lavere eller like høyt som konkurrenten. Hvilken analysemetode vil du bruke?
Correct Answer
C. Variansanalyse (ANOVA)
Explanation
The question asks for a method to compare the average score of own brand with the corresponding score of the competitor. ANOVA (Variance Analysis) is a suitable method for comparing means of multiple groups, in this case, the own brand and the competitor. It can determine if there is a significant difference between the average scores of the two groups. Therefore, ANOVA is the appropriate analysis method to use in this situation.
10.
Hva menes mer intern validitet?
Correct Answer
A. I hvilken grad en observert effekt kan tilskrives en gitt årsak
Explanation
The correct answer is "I hvilken grad en observert effekt kan tilskrives en gitt årsak" which means "To what extent an observed effect can be attributed to a given cause." This refers to the internal validity of a study, which is the degree to which the study design and methods accurately measure the variable of interest and minimize confounding factors. It assesses whether the observed effect is truly caused by the independent variable being studied, rather than being influenced by other factors.
11.
Når vi diskuterer prisbeslutninger, er det viktig å kjenne til referanseverdien. Hva menes med begrepet referanseverdi?
Correct Answer
C. Verdien av det beste alternativet kunden har til vårt produkt
Explanation
The term "referanseverdi" refers to the value of the best alternative that the customer has to our product. This means that when discussing price decisions, it is important to consider the value that the customer places on the best alternative available to our product. This helps in understanding how the customer evaluates the price of our product in comparison to other options they have.
12.
Ressurser i bedriften kan være mer eller mindre approprierbare. Hva kjennetegner en appropierbar ressurs?
Correct Answer
A. At den er kontrollerbar og vanskelig å kapre for andre bedrifter
Explanation
An appropriable resource is characterized by being controllable and difficult to be captured by other companies. This means that the company has the ability to control and protect the resource from being taken or used by competitors. It implies that the resource is valuable and unique to the company, giving it a competitive advantage. This control and difficulty in appropriation make the resource more valuable and important for the company's success.
13.
Hva betyr det at en differanse mellom to gjennomsnitt er signifikant?
Correct Answer
C. At differansen, med en definert sannsynlighet, er større enn null i populasjonen utvalget er trukket fra
Explanation
When a difference between two means is said to be significant, it means that the difference is unlikely to have occurred by chance alone. In other words, there is a defined probability that the difference is greater than zero in the population from which the sample is drawn. This suggests that the difference is not due to random variation and is likely to be a true difference between the two groups being compared.
14.
Hva menes med en "disjunktiv beslutningsmodell"?
Correct Answer
C. At konsumenten krevet at produkter må oppfylle minimumskrav på minst en produktegenskap for å komme i betraktning
Explanation
A "disjunktiv beslutningsmodell" means that the consumer requires products to meet minimum requirements on at least one product feature to be considered. This suggests that the consumer is willing to accept products that excel in at least one aspect, even if they may have weaknesses in other areas. This approach focuses on finding products that have strengths in certain areas rather than solely focusing on weaknesses.
15.
I Troyes produktelementmodell skilles det mellom fire typer produktelementer. Hvilke?
Correct Answer
C. Strukturelle elementer, backstage elementer, prosumentelementer og samhandlingselementer
16.
Du er produktsjef i Q-meieriene og har ansvaret for en ny type melk. Et sentralt salgsargument for det nye produktet er at det inneholder en ingrediens som kan senke kolesterolnivået i kroppen. Hvilke av følgende utsagn er mest i tråd med det markedsføringsloven sier om krav til dokumentasjon?
Correct Answer
B. Q-meieriene må ha dokumentasjon på at melken senker kolesterolet før de begynner å markedsføre melken
Explanation
According to the marketing law, Q-meieriene must have documentation that proves the milk lowers cholesterol before they start marketing it. This means that they need scientific evidence or studies that support the claim that the ingredient in the milk can lower cholesterol levels. Simply referring to previous research on the ingredient's cholesterol-lowering effects for other products is not enough. The law requires specific documentation for the specific product being marketed.
17.
Hva menes med «aktivering» av CSR (Corporate Social Responsibility)-aktiviteter?
Correct Answer
B. At tiltakene kommuniseres internt og/eller eksternt
Explanation
"Aktivering" av CSR-aktiviteter refers to the process of communicating and promoting these activities either internally or externally. This involves raising awareness among employees and stakeholders about the company's social responsibility initiatives and their impact on society. It emphasizes the importance of effectively communicating CSR initiatives to ensure that the company's potential to contribute positively to society is realized.
18.
Du sitter alene i sofaen på hybelen og ser på TV. Så kommer en reklame for et produkt du interesserer deg for. I hvilken grad du påvirkes av denne reklamen vil i stor grad styres av reklamens egenskaper. Hvilke av følgende egenskaper ved reklamen er viktigst i denne situasjonen for at reklamen skal ha stor effekt?
Correct Answer
B. At budskapet og merkenavnet er koblet til filmens narrative klimaks
Explanation
In this situation, the most important feature of the advertisement for it to have a significant effect is that the message and brand name are connected to the narrative climax of the film. This means that the advertisement is strategically placed at a point in the film where the viewer is emotionally engaged and invested, making it more likely for them to pay attention to and remember the advertisement. By linking the message and brand name to the most impactful moment of the film, the advertisement has a higher chance of influencing the viewer's perception and interest in the product.
19.
Når er det mest aktuelt for en bedrift å redusere kanalbredden for distribusjon av et produkt?
Correct Answer
C. Når produktet blir mer spesialisert og høyner kvaliteten
Explanation
The most appropriate time for a company to reduce the channel width for distribution of a product is when the product becomes more specialized and increases in quality. This is because when a product becomes more specialized, it may require a more targeted and focused distribution strategy to reach its intended market. Additionally, when the quality of a product increases, it may be necessary to limit the number of distribution channels to ensure that the product is consistently delivered to customers in a high-quality manner.
20.
Er følgende påstand feil eller riktig: «Reklame rettet mot barn er tillatt på lik linje som reklame rettet mot voksne».
Correct Answer
B. Påstanden er delvis feil
Explanation
The correct answer is "Påstanden er delvis feil" because advertising directed towards children is not allowed to the same extent as advertising aimed at adults. There are stricter regulations and guidelines in place to protect children from potentially harmful or manipulative advertising practices. Therefore, the statement that advertising directed towards children is allowed on an equal footing with advertising aimed at adults is partially incorrect.
21.
En venn av deg jobber i selskapet KLEEN, som produserer og selger vaskemidler. Hun er i ferd med å planlegge en reklamekampanje som skal styrke merkekjennskapen for et av de viktigste merkene porteføljen. Din venn regner med at reklamen i hovedsak vil prosesseres passivt og lurer på hvilke egenskaper reklamen bør ha – gitt at forutsetningen om passiv prosessering holder. Hvilket råd bør du gi henne?
Correct Answer
C. Eksponere merke-elementene meget tydelig i reklamen
Explanation
Given that the assumption is passive processing, it would be advisable to expose the brand elements prominently in the advertisement. This is because passive processing suggests that the audience may not actively engage with the advertisement or pay full attention to it. By making the brand elements highly visible, it increases the chances of the audience noticing and remembering the brand, thus strengthening brand awareness.
22.
En kollega utfordrer din venn i KLEEN og forklarer at det ikke er gitt at reklamen vi prosesseres passivt, selv om vaskemidler er en lavinvolveringskategori. Reklamens egenskaper vil kunne endre prosesseringen. Spesielt er det viktig å utvikle en reklame med sterke narrative klimaks, påstår kollegaen. Er denne påstanden riktig?
Correct Answer
A. Nei, påstanden er feil
Explanation
The correct answer is "Nei, påstanden er feil." This means that the statement made by the colleague is incorrect. They claimed that it is important to develop an advertisement with strong narrative climaxes, but this is not true. The question is asking whether it is given that the advertisement we process passively, even though detergent is a low-involvement category. The correct answer is that the properties of the advertisement can indeed change the processing, but it does not necessarily mean that strong narrative climaxes are important.
23.
I teori om produktprising er man opptatt av differanseverdien. Hvordan defineres differanseverdien?
Correct Answer
A. Differansen mellom potensiell verdi og referanseverdien
Explanation
Differanseverdien defineres som forskjellen mellom den potensielle verdien og referanseverdien. Dette betyr at man er opptatt av å beregne hvor mye mer verdi et produkt har i forhold til en referanseverdi, og denne differansen kan være avgjørende for prissettingen av produktet.
24.
Vurder påstanden: «Kryssalg handler om at kunden utsettes for flere tilbud fra flere tilbydere samtidig».
Correct Answer
C. Påstanden er feil
Explanation
The correct answer is "Påstanden er feil." This means that the statement "Kryssalg handler om at kunden utsettes for flere tilbud fra flere tilbydere samtidig" is incorrect. Kryssalg refers to the practice of offering additional products or services to a customer who is already making a purchase. It does not necessarily involve multiple offers from multiple providers simultaneously.
25.
Mange bedrifter bruker et eksternt reklamebyrå for å løse kreative kommunikasjonsoppgaver. I denne sammenheng kan man bruke ulike kontrollmekanismer overfor byrået for å sikre at løsningene samsvarer med bedriftens målsettinger. Vi skiller gjerne mellom tre typer kontroll. Hvilke?
Correct Answer
B. Målkontroll, prosesskontroll og sosial kontroll
Explanation
The correct answer is "Målkontroll, prosesskontroll og sosial kontroll". In this context, companies use an external advertising agency to solve creative communication tasks. To ensure that the solutions align with the company's objectives, different control mechanisms can be applied to the agency. The three types of control mentioned are goal control, process control, and social control. Goal control involves monitoring and evaluating whether the agency's solutions meet the company's objectives. Process control focuses on overseeing the agency's creative process and ensuring it follows the desired approach. Social control involves managing the relationship and communication between the company and the agency.
26.
Hva menes med konnotativ differensiering?
Correct Answer
C. Differensiering basert på meningsinnhold, ikke logiske "bevis" eller argumenter
Explanation
The term "konnotativ differensiering" refers to differentiation based on the meaning or connotations associated with a brand, rather than logical evidence or arguments. This means that the brand aims to stand out by creating unique and compelling associations in the minds of consumers, rather than relying on rational or logical appeals. By focusing on the emotional and symbolic aspects of the brand, companies can create a distinct and memorable identity that sets them apart from competitors.
27.
Hvordan kan vi unngå seleksjonseffekter i eksperimenter?
Correct Answer
A. Ved å bruke en kontrollgruppe og randomisert tilordning av deltakere
Explanation
In order to avoid selection effects in experiments, it is important to have a control group and randomly assign participants. This helps to ensure that any differences observed between the control group and the experimental group are due to the manipulation being tested and not other factors such as participant characteristics or biases in participant selection. Random assignment helps to distribute potential confounding variables evenly across groups, making the groups comparable and reducing the likelihood of selection effects.
28.
Hva menes med begrepet "differensieringsfaktor" i litteraturen om posisjonering?
Correct Answer
C. En egenskap ved en merkevare som er viktig for valg og som merkevaren scorer bedre på enn konkurrentene
Explanation
In the literature on positioning, the term "differensieringsfaktor" refers to a characteristic of a brand that is important for consumer choice and that the brand performs better on compared to its competitors. This means that the brand has a specific attribute or feature that sets it apart from its competitors and makes it more appealing to consumers when making a purchasing decision.
29.
Hva kjennetegner eksplisitte produktholdninger?
Correct Answer
B. Eksplisitte holdninger oppstår som resultat av bevisste vurderingsprosesser
Explanation
The correct answer states that explicit attitudes arise as a result of conscious evaluation processes. This means that individuals form explicit attitudes through deliberate and conscious thinking, considering various factors and making a conscious decision about their attitude towards a particular product or concept.
30.
Hva kjennetegner en "leksikografisk beslutningsregel"?
Correct Answer
C. At konsumenten tar utgangspunkt i den viktigste egenskapen og velger det alternativet som scorer høyest på denne. Dersom flere alternativer scorer likt, går hun videre til neste viktigste egenskap, osv.
Explanation
A "leksikografisk beslutningsregel" is characterized by the consumer starting with the most important attribute and choosing the alternative that scores the highest on that attribute. If multiple alternatives score the same, the consumer moves on to the next most important attribute, and so on.
31.
Åpen innovasjon innebærer:
Correct Answer
C. At bedriften henter ideer fra mange ulike kilder, men også kommersialiserer sine ideer i samarbeid med andre
Explanation
The correct answer is that open innovation involves a company sourcing ideas from various sources and also collaborating with others to commercialize those ideas. This means that the company is not only gathering ideas from different channels but also working together with external partners to bring those ideas to market. This approach allows for a broader range of ideas and expertise to be utilized, leading to increased innovation and potential for success.
32.
Beskyttelse for et varemerke får man ved:
Correct Answer
A. Registrering i Patentstyrets varemerkeregister eller ved innarbeidelse
Explanation
Protection for a trademark can be obtained through registration in the Patent Office's trademark register or through acquiring a reputation through use (innarbeidelse).
33.
Hva menes med psykologisk motreaksjon(«psychological reactance»)?
Correct Answer
D. Mottrekk individet foretar for å gjenopprette valgfriheten når denne oppleves truet
Explanation
Psychological reactance refers to the countermeasure that individuals take to restore their sense of freedom when it is perceived as being threatened. It is a response to situations where individuals feel that their ability to make choices or decisions is being limited or constrained. This reactance can manifest as a resistance to conformity, a defiance of authority, or a rebellion against perceived limitations on one's autonomy. The individual engages in behaviors or thoughts that aim to regain their perceived freedom and autonomy.
34.
Noen påstår at «merke-elementene alltid bør eksponeres tydelig i TV-reklamer». Har denne påstanden god støtte i reklameforskningen?
Correct Answer
A. Ja, påstanden har god støtte
Explanation
The correct answer is "Ja, påstanden har god støtte" because the question is asking if the statement "merke-elementene alltid bør eksponeres tydelig i TV-reklamer" has good support in advertising research. The answer suggests that there is good support for this statement in advertising research.
35.
Hvilke av følgende kundesegmenter vil sannsynlig vis bruke mest tid og krefter på å søke informasjon når de skal kjøpe bil?
Correct Answer
C. Kunder med stor kunnskap om biler
Explanation
Customers with a high level of knowledge about cars are likely to spend the most time and effort searching for information when buying a car. This is because they have a deeper understanding of the technical aspects, features, and specifications of different car models. They may also have specific preferences and requirements that they want to fulfill. Therefore, they are more likely to conduct thorough research, compare options, and seek detailed information before making a purchase decision.
36.
Hva menes med begrepet ”kjennskapsbredde”, som brukes for å beskrive merkevarer?
Correct Answer
B. I hvilken grad et merke har høy score på merkekjennskap i mange behovssituasjoner
Explanation
The term "kjennskapsbredde" refers to the extent to which a brand has a high level of brand awareness in many different situations or contexts. This means that the brand is well-known and recognized by consumers in various need situations. It does not refer to the breadth of knowledge or coverage of the entire market, the level of awareness within its category, or the market penetration of the brand.
37.
Hvilken type innkjøpsstrategi er mest hensiktsmessig når både innkjøpets økonomiske betydning og forsyningsrisikoen er stor?
Correct Answer
B. Strategisk partnerskap
Explanation
Strategisk partnerskap er den mest hensiktsmessige innkjøpsstrategien når både innkjøpets økonomiske betydning og forsyningsrisikoen er stor. Ved å inngå et strategisk partnerskap etablerer man et langsiktig og nært samarbeid med en eller flere leverandører. Dette gir bedre kontroll over forsyningskjeden, reduserer risikoen for forsyningsavbrudd og gir mulighet for å oppnå bedre priser og betingelser. I tillegg kan strategiske partnere bidra med innovasjon, kvalitetsforbedringer og økt effektivitet i innkjøpsprosessen.
38.
Subjektive normer spiller ofte en rolle når konsumenter tar gjennomtenkte beslutninger. Hvilke to variabler kombineres i dannelsen av subjektive normer?
Correct Answer
C. Antagelser om hva andre forventer - og motivasjon til å innordne seg hva andre forventer
Explanation
Subjektive normer are influenced by assumptions about what others expect and the motivation to conform to those expectations. This means that individuals form their subjective norms based on their beliefs about what others expect from them and their desire to comply with those expectations.
39.
I analyse av markedsundersøkelser brukes ofte faktoranalyser. Hva er hensikten med en faktoranalyse?
Correct Answer
A. Hensikten er å gruppere variabler
Explanation
The purpose of a factor analysis is to group variables together based on their similarities or patterns. It helps in identifying underlying factors or dimensions that explain the relationships among a set of observed variables. By grouping variables, it becomes easier to analyze and interpret the data, as well as to reduce the complexity of the data set. Therefore, the correct answer states that the purpose of a factor analysis is to group variables.
40.
Hva betyr det at markedsførere må «velge kategori» når de skal posisjonere en merkevare?
Correct Answer
C. At de må ta et strategisk valg med hensyn til hvilken mental kategori målgruppen skal plassere merkevaren i
Explanation
Marketers must strategically choose the mental category in which the target audience will place the brand. This means that they need to make a deliberate decision about how they want the brand to be perceived and positioned in the minds of consumers. By selecting a specific mental category, marketers can differentiate their brand from competitors and create a unique brand image. This strategic choice helps marketers effectively communicate the brand's value proposition and connect with the target audience on a deeper level.
41.
Lise sitter på flytoget fra Gardermoen og forbereder seg intenst til et møte. Hun jobber for REMA og må komme seg gjennom sakspapirene før møtet begynner om 20 minutter. Hun er i tvil om hun rekker det. Mens hun leser dokumentene, oppdager hun at det kommer en reklame for Bunnpris på TV-skjermen på veggen foran henne. Hun leser videre samtidig som hun tidvis titter opp på skjermen. Hva vil hun mest sannsynlig huske fra reklamen?
Correct Answer
B. Fremtredende elementer som kjendiser, sterke farger, slagord, merkenavn, etc.
Explanation
Lise is sitting on the airport express train from Gardermoen and preparing intensively for a meeting. She works for REMA and needs to go through the documents before the meeting starts in 20 minutes. She is unsure if she will make it on time. While reading the documents, she notices a Bunnpris advertisement on the TV screen in front of her. She continues reading while occasionally glancing up at the screen. The most likely thing she will remember from the advertisement are the prominent elements such as celebrities, vibrant colors, slogans, brand names, etc. These elements are attention-grabbing and have a higher chance of being retained in her memory.
42.
Hva betyr det at en bivariat korrelasjonkoeffisient er statistisk signifikant?
Correct Answer
B. At korrelasjonen, men en definert sannsynlighet, er større enn null i populasjonen utvalget er trukket fra
Explanation
A bivariate correlation coefficient is considered statistically significant when the correlation, with a defined probability, is greater than zero in the population from which the sample is drawn. This means that the relationship between the two variables is not due to chance and is likely to exist in the larger population.
43.
En bedrift har hatt en reklame for hovedproduktet på TV2 i fire dager. Et analysebyrå er engasjert for å teste effektene av reklamen på holdningene og assosiasjonene til merket. Byrået vil sammenligne holdningene og assosiasjonene til dem som har lagt merke til reklamen med holdningene og assosiasjonene til dem som ikke har lagt merke til dem. Hva er din vurdering av denne metodikken?
Correct Answer
B. Den er uegnet til å teste effekten
Explanation
The given answer states that the methodology is unsuitable for testing the effect of the advertisement. This could be because the methodology only compares the attitudes and associations of those who have noticed the advertisement with those who have not, without considering other factors that may influence these attitudes and associations. Therefore, it may not provide an accurate assessment of the advertisement's effectiveness.
44.
Hva menes med "oppslag"?
Correct Answer
C. At selgeren får kunden med på å kjøp et dyrere produkt
Explanation
The term "oppslag" refers to the seller convincing the customer to purchase a more expensive product than what they originally intended to buy. This means that the seller successfully convinces the customer to upgrade their purchase and spend more money on a higher-priced item.
45.
Hvorfor er narrative klimaks viktige i reklamer for merkevarer?
Correct Answer
D. Fordi de huskes godt av dem som har prosessert reklamen overalt
Explanation
Narrative klimaks er viktige i reklamer for merkevarer fordi de huskes godt av dem som har prosessert reklamen overalt. Dette betyr at når reklamen har et spennende og engasjerende høydepunkt, vil det skape en varig innvirkning på seerne. Dette gjør at reklamen blir mer effektiv i å fange oppmerksomheten til målgruppen og holde på deres interesse. Ved å skape en minneverdig opplevelse, øker sjansene for at seerne vil huske merkevaren og produktet som blir annonsert, og dermed kan det føre til økt salg og merkevarelojalitet.
46.
Hvorfor er det viktig å fremstille assosiasjoner i nettverk når man skal forstå en merkevare?
Correct Answer
C. Fordi enkeltassosasjoner ikke har et selvstendig innhold
Explanation
It is important to represent associations in networks when trying to understand a brand because individual associations do not have independent content. This means that individual associations may not provide a complete or accurate understanding of the brand. By representing associations in networks, it allows for a more comprehensive and holistic view of all the associations connected to a brand, providing a better understanding of the brand as a whole.
47.
Hvilke betingelser må være til stede for at konsumenten skal prosessere en reklame sentralt?
Correct Answer
A. Kunden må være motivert, samt ha evne og anledning til å prosessere reklamen
Explanation
For a consumer to process an advertisement centrally, they must be motivated and have the ability and opportunity to process the advertisement. This means that the consumer needs to have the desire or interest to engage with the advertisement and also have the cognitive and physical resources to pay attention to and comprehend the message. Simply being motivated or having an engaging advertisement is not enough; the consumer must also have the capacity to process the advertisement effectively.
48.
Hva menes med begrepet “paritetsfaktor” (“point-of-parity”)?
Correct Answer
D. En egenskap ved en merkevare som er viktig for valg og som merkevaren scorer like bra som konkurrentene på
Explanation
Paritetsfaktor, eller "point-of-parity", refers to a characteristic of a brand that is important for consumer decision-making and is scored equally well by the brand compared to its competitors. In other words, it is an attribute that is necessary for a brand to be considered as a viable option by consumers, and the brand performs at the same level as its competitors in that attribute. This means that the brand does not have a competitive advantage in that specific attribute, but it is able to meet the minimum expectations of consumers in order to be considered in their decision-making process.
49.
Når er det mest aktuelt for en bedrift å redusere kanalbredden for distribusjonen av et merke?
Correct Answer
B. Når produktet blir mer spesialisert og kvaliteten heves
Explanation
When a product becomes more specialized and its quality is improved, it is most appropriate for a company to reduce the channel width for brand distribution. This is because a specialized and high-quality product often requires a more targeted and exclusive distribution strategy to effectively reach its intended market and maintain its premium positioning. By reducing the channel width, the company can focus on selected distribution channels that align with the specialized nature of the product, ensuring better control over distribution and potentially increasing profitability.
50.
Hva betyr det at en korrelasjonkoeffisient er signifikant?
Correct Answer
B. At korrelasjonen, med en definert sannsynlighet, er større enn null i populasjonen utvalget er trukket fra
Explanation
When a correlation coefficient is significant, it means that the correlation between two variables is larger than zero in the population from which the sample is drawn, with a defined level of probability. This indicates that there is a meaningful relationship between the variables being studied, and it is not due to random chance. In other words, the correlation observed in the sample is likely to be representative of the correlation in the larger population.