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MAR 3023 FINAL EXAM Questions with Correct Answers
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MAR 3023 FINAL EXAM Questions with Correct Answers
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MAR 3023 FINAL EXAM Questions withCorrect Answers
"Profiling" refers to: Correct Answer-an attempt to identify the
distinguishing characteristics of a group
Which of the following means that consumers do not remember all the
information they see, read, or hear even minutes after exposure to it?
Correct Answer-selective retention
The group of brands that a consumer would consider acceptable from
among all the brands in the product class of which he or she is aware is
the: Correct Answer-evoked set or consideration set
Which of the following types of marketing involves marketers sending
out letters, brochures, samples, and DVDs to consumers' address?
Correct Answer-direct-mail marketing
Which of the following is a deception or fraud concern for Internet users
and marketers? Correct Answer-phishing, malware, cyber spying and
spyware
Home Depot and PetSmart are examples of ________. Correct Answer-
category killers
________ and ________ do not take title to goods, and they perform
only a few channel functions. Correct Answer-Brokers; agents
,Audience quality, audience engagement, and editorial quality are most
likely to be considered when a media planner ________. Correct
Answer-selects a media vehicle
Coca-Cola cups prominently featured on episodes of American Idol are
an example of ________. Correct Answer-product placement
A premium promotion refers to: Correct Answer-giving a free gift with
purchase
What is the name given to the text or the verbal part of an
advertisement? Correct Answer-copy
Beside cost, what is the main advantage of using publicity in the
promotional mix? Correct Answer-it is perceived as being objective or
having more credibility
What is Derived Demand? Correct Answer-Industrial demand that is
created by consumer demand
Comparative ads: Correct Answer-Compare the strengths and
weaknesses of two or more brands
A story board that is used when developing an advertisement for TV:
Correct Answer-Is a written script for the ad, Depicts a sequence of
, major scenes with pictures/drawing and captions and Is a detailed
planning tool
In advertising, what is frequency? Correct Answer-the number of times
someone sees an ad.
What are the four recommended steps to handling an "Objection" (i.e.,
when a customer/[prospect says no to a salesperson)? Correct Answer-
Feedback, question, answer, confirm
When a prospect exhibits skepticism, the salesperson should solve this
objection with: Correct Answer-a proof source
How does a pre-test potentially bias a respondent in an advertising
simulation/test? Correct Answer-When a respondent is questioned about
a product or service their senses are enhanced regarding future exposure
(perhaps for an hour or more) and if the ad is presented immediately
following the pre-test, then bias is likely to result.
Share of mind means: Correct Answer-Asking a respondent what is the
first brand they think of for a product/service category
Power in distribution channels is determined by: Correct Answer-The
percentage of your business the supplier or customer represents and the
percentage of their business you represent; Your ease of replacing the
other channel member (what are your alternatives); Their ease of
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