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MID TERM EXAM BUS 655 Marketing Promotion Section 1W1

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7/8/22, 11:18 AM
MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1
MID TERM EXAM
Due Jun 19 at 11:59pm
Points 35
Questions 35
Available until Jun 19 at 11:59pm
Time Limit 140 Minutes
Instructions
MID TERM EXAM IS AVAILABLE AND COVERS CHAPTERS 1, 3, 5 AND 7. FORMAT: MULTIPLE
CHOICE, TRUE/FALSE AND SHORT ESSAY QUESTIONS. NOTE THAT THE EXAM MUST BE
COMPLETED IN ONE SITTING-ONCE OPEN, YOU MUST COMPLETE/FINISH THE EXAM. ANY
QUESTIONS, PLEASE FEEL FREE TO ASK.
This quiz was locked Jun 19 at 11:59pm.
Attempt History
LATEST
Attempt
Time
Score
Attempt 1
104 minutes
34 out of 35
 Correct answers are hidden.
Score for this quiz: 34 out of 35
Submitted Jun 19 at 10:48am
This attempt took 104 minutes.
Question 1
1 / 1 pts
Which of the following is NOT one of the reasons why organizations have been reluctant
to change from a single-function, specialist model to an integrated marketing
communications approach?
fear that change might lead to budget cutbacks in one’s area of control
no way to assess the effectiveness of integration
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MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1
managerial parochialism
fear of reductions in perceived expertise
fear of reductions in authority and power
Question 2
1 / 1 pts
Selection of target segments is a critical step toward effective and efficient marketing
communications for both business-to-business and business-to-consumer
companies.Selection of target segments is a critical step toward effective
and efficient marketing communications.
True
False
Question 3
1 / 1 pts
Sales promotion is the marcom tool most capable of directly affecting consumer
behavior.
True
False
Question 4
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1 / 1 pts
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MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1
The promotional mix is the collection of specific elements of a brand’s 4Ps—product,
place (distribution), price, and promotion—and usually aimed at a target market.
True
False
Incorrect
Question 5
0 / 1 pts
Interactive marketing communications is the coordination of the promotional mix
elements with each other and with the other elements of the brand’s marketing mix such
that all elements speak with one voice.
True
False
Question 6
1 / 1 pts
List the primary tools of marketing communications.
Your Answer:
1 Media Advertising
-tv, radio, magazine, newspaper
2 Direct response advertising
-direct mail, telephone solicitation, online advertising
3 Place Advertising
billboards and bulletins, posters, transit ads, cinema ads
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MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1
4. store signage and pointe of purchase advertising
external store signs
in store shelf signs
shopping cart ads
in store radio and tv
5. trade and consumer oriented promotions
trade deals and buying allowances, display and advertising
allowances, cooperative advertising, samples, coupons,
premiums,refunds/rebates, contests/sweepstakes, promotional
games, bonus packs, price off deals
6. event marketing and sponsorships
sponsorships of sporting events, sponsorship of arts, fairs and
festivals
7. marketing-oriented public relations and publicity
8. personal selling
9. social media
Facebook, Twitter, Pinterest, Snapchat, Instagram, youtube
10. digital marketing
- mobile advertising, place-based applications, search engine marketing
Question 7
1 / 1 pts
Organizations traditionally have handled advertising, sales promotions, mobile
advertising, social media, and other communication tools as virtually separate practices
and organizational units rather than having generalized knowledge and experience across
all tools.
True
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False
Question 8
1 / 1 pts
Systematic decision making requires that message content be dictated
primarily by the media vehicle used to reach the target audience.
True
False
Question 9
1 / 1 pts
List and briefly describe the promotional mix elements.
Your Answer:
The promotional mix is a group of different marketing approaches that
marketers use to develop promotional efforts to increase the audience for
product reach.
Advertising, direct marketing, public relations, personal selling, digital
marketing/social media, sales promotion
Question 10
1 / 1 pts
Which of the following is central to the definition of marketing communications?
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Mass media advertising should receive consideration before other
communication methods.
All marketing mix variables, and not just promotion alone, can communicate
with customers.
Communication tools should be handled as virtually separate practices.
Marketing communications is intentional rather than unintentional.
Purchase behavior that is delayed in nature is more desirable than immediate
purchase behavior.
Question 11
1 / 1 pts
A patent grants the holder exclusive rights to use an invention for 70
years.
True
False
Question 12
1 / 1 pts
The notions of trial and repeat purchase are particularly apt for
inexpensive consumer packaged goods.
True
False
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Question 13
1 / 1 pts
Brand names can influence consumers' perceptions and attitudes.
True
False
Question 14
1 / 1 pts
The first step in facilitating adoption is to make consumers aware of a new
product's or service's existence.
True
False
Question 15
1 / 1 pts
Explain the role of the fair use doctrine in copyright protection.
Your Answer:
Fair use is a legal doctrine that allows the use of copyrighted work with
certain constraints or parameters, without the copyright owner's
permission.
Fair use, literally, is the ability to use protected works for commentary or
criticisms, news, teaching, community scholarship or research.
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Question 16
1 / 1 pts
Generally speaking, good logos convey essentially the same meaning to
all target members.
True
False
Question 17
1 / 1 pts
Status from brand ownership is a form of consumption advantage that is
high in symbolism rather than functionality.
True
False
Question 18
1 / 1 pts
Trialability is tied closely to the concept of _____.
perceived risk
sensation transfer
association enhancement
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sensation transference
memory cues
Question 19
1 / 1 pts
A variable that affects the trier class is _____.
product satisfaction
trade shows
television advertising
price
magazine advertising
Question 20
1 / 1 pts
A variable that does NOT influence the repeater class would be _____.
price
distribution
advertising
free samples
product satisfaction
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Question 21
1 / 1 pts
Brand positioning is an essential preliminary activity, or fundamental
decision, to developing a successful marcom program.
True
False
Question 22
1 / 1 pts
Which of the following would you NOT expect to find in an PRIZM NE
Suburban Pioneers cluster?
blue-collar workers
aging homes
inner-ring suburbanites
single parents
individuals earning around $57,000
Question 23
1 / 1 pts
The Bystander group of Generation X is predominantly white and male.
True
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False
Question 24
1 / 1 pts
Marketers typically refer to children aged 4 through 12 as _____ to
distinguish this cohort from younger or older children.
toddlers
kids
tweens
teenagers
busters
Question 25
1 / 1 pts
An advertiser that positions a bicycle in terms of it's unique ability to go
off-road and handle rough terrain is making use of ______.
user imagery
symbolic imagery
usage imagery
functional imagery
experiential imagery
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Question 26
1 / 1 pts
In Nielsen Claritas’ PRIZM NE system of geodemographic profiling, NE
represents the ____ of Nielsen Claritas’ original segmentation system.
neo-edition
new evolution
new edition
need edition
next evolution
Question 27
1 / 1 pts
Marketers of which of the following product categories would be most
interested in the VALS™ “Achievers” grouping?
discount stores
high-end clothing manufacturers
American-made products
compact automobiles
supermarkets
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Question 28
1 / 1 pts
Which group has the highest incomes and most prestigious jobs of any
segment of American society?
Hispanic Americans
Asian Americans
African Americans
Muslim Americans
Whites
Question 29
1 / 1 pts
The cognitive component of an attitude represents one's behavioral
tendency.
True
False
Question 30
1 / 1 pts
The central and peripheral paths represent endpoints on a continuum of
persuasion strategies and are intended to imply that persuasion is a(n)
_____.
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either-or proposition
an endpoint itself
unnecessary activity
None of these are correct.
unrelated activity
Question 31
1 / 1 pts
Elaboration involves the matter of whether it is physically possible for a
person to process a message.
True
False
Question 32
1 / 1 pts
The students’ intentions to give or not to give blood in a drive sponsored
by the Red Cross is best described as the _____ attitude component.
affective
conative
cognitive
constructive
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evaluative
Question 33
1 / 1 pts
Involuntary attention requires little or no effort on the part of a receiver.
True
False
Question 34
1 / 1 pts
Attitudes toward a brand result from a combination of _____ attitudeformation processes.
primary and secondary
central- and peripheral-route
None of these are correct.
linear and non-linear
associative and non-associative
Question 35
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1 / 1 pts
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Which of the following statements reflects the conative attitude
component?
Mysteries are fun to read.
Everyone should try to improve their reading skills.
Reading improves the mind.
I plan to purchase three books this week.
I enjoy reading.
Quiz Score: 34 out of 35
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