The tremendous growth in advertising and promotion throughout the world is due to: Student Answer: a redefining of the term marketing the growth of the U. S. and global economies the lack of print and broadcast media in many nations the tremendous growth in the number of advertising agencies worldwide 2. Question :One of the major tools of direct marketing is ______ advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. Student Answer: Direct-response Primary-demand
Business-to-business Trade 3. Question :One of the primary advantages inherent in the use of publicity is its: Student Answer: Ability to be personalized Credibility Almost non-existent variable costs Tangibility 4. Question :There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes that the fact that it dissolves and enters the system more quickly than other brands will create a:
Student Answer: Market aggregation Market segment Competitive advantage Market strength 5. Question :A brand’s market position refers to its: Student Answer: Relative market share Location on store shelves Image Distribution intensity 6. Question :Whether a company decides to employ a push or pull strategy is directly influenced by: Student Answer: the company’s relationship with the trade existing supplies of the firm’s products the amount of money budgeted for marketing research the company’s mission statement
7. Question :The ______ is the major participant in the integrated arketing communications process whose primary function is to provide information or entertainment to an audience. Student Answer: Client Advertising agency Media Customer 8. Question :A(n) _______ is an individual who specializes in helping clients choose their advertising agencies. Student Answer: Media specialist Ad agency review consultant Account representative Brand manager 9. Question :Marketing research firms: Student Answer: seldom conduct qualitative research for ad agencies are one of the most widely used types of collateral services re actually classified as data warehouses because of their relations with ad agencies are not typically used by ad agencies 10. Question :_______ is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. Student Answer: Marketing Exchange Consumer behavior Conspicuous consumption 11. Question :Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through:
Student Answer: Motive stimulation Subliminal perception Integration processes Cognitive dissonance 12. Question :Reference groups to which one would like to belong are called _____ groups. Student Answer: Aspirational Disassociative Evoked Acquisitive 13. Question :Which of the following is NOT a controllable variable in the communication process? Student Answer: Senders Source Message Receivers 14. Question :Negative thoughts about a spokesperson in an ad are called: Student Answer: Source derogations Counterarguments Source bolsters Source blockages 5. Question :According to the persuasion matrix, which of the following is NOT a controllable communication component? Student Answer: Source Message Comprehension Channel 16. Question :Information from ads presented in the broadcast media is: Student Answer: Externally paced Self-paced Visual only Controlled by the message sender 17. Question :The concept of advertising expenditures producing long term as well as immediate results is known as: Student Answer: the carry-over effect the communication effect the low-involvement effect the halo effect 18.