Reference no: EM133442972
1. Brandy Melville is a clothing brand targeted to teen girls. An ad agency was hired to develop advertisements for this brand. However, the entire creative team that developed the advertising campaign was made up of men over the age of 50 years. This approach could lead to:
Distortion
Mixed messaging
Noise
Misalignment
Decoding error
2. Which of the following is NOT one of the stages in the Consumer Decision-Making Process
Evaluation
Problem recognition
Repeat purchase
Cognitive dissonance
Information search
3. When determining the Promotion Mix it is important to remember that __________________ is not appropriate to use as a long-term strategy and that _____________________ is the most expensive promotional tool to use.
Sales Promotion; Personal Selling
Direct Marketing; Sales Promotion
Sales Promotion; Advertising
Direct Marketing; Advertising
Public Relations; Personal Selling
4. One of the variables that impacts how the elements of the communication mix are used is the stage of the Decision-Making Process the consumer is in. It is best to use television advertising in the __________________ & ________________ stages of the decision-making process:
Purchase decision & Repeat Purchase
Repeat purchase & Loyalty
Problem recognition & Evaluation
Problem recognition & Information search
Information search & Evaluation
5. Communication tools vary in effectiveness at different stages of the product life cycle. In the decline stage, ________________ continues strong while other communication tools are reduced
personal selling
sales promotion
direct marketing
public relations
advertising
6. Media fragmentation occurs when marketers create different messages and use multiple media vehicles to reach consumers. One of the main reasons why this occurs is _____.
Consumers are now more media savvy
The fragmentation of the marketplace into different segments
The smart phone revolution
The internet age
The change in needs over time
7. Hayden is buying a computer and he is moving through the decision-making process. He is at the point where he is establishing a strong attitude about which brand he would buy and he has told friends which one he intends to purchase. In which stage of the decision-making process is he?
Conative
Affective
Cognitive
Intentional
Informational
8. A new camera with a built-in 3D image projector is in development at Nokia and will be released a year from now. This product is very complex and its benefits are very difficult to understand. Which element of the Promotion mix would be best to use when selling this product
Public relations
Advertising
Detailed Instruction booklets
Sales Promotion
Personal selling
9. Recently I viewed a very funny commercial during one my favorite television shows. However, five minutes after the commercial aired I could not remember the brand being advertised. This means the ad has a problem with ______________:
Amplification
Novelty
Distinction
Linkage
Attention
10. When it was first developed, the ADPLAN framework ignored one very important aspect of advertising. This element was ________________.
Erosion
Elegance
Energy
Equity
Emotion