Reference no: EM132252157
1. The AIDA model consists of
A. Awareness, Influence, Decoding, and Advertising.
B. Attention, Interest, Desire, and Action.
C. Appraisal, Insight, Discernment, and Action.
D. Advertise, Influence, Desire, and Attention.
E. Awareness, Information, Design, and Attention.
2. BMW places a TV ad for its new 7-series sedan in the highly-rated Academy Awards program. In the traditional communication model, BMW is the:
A. Source
B. Decoder
C. Receiver
D. Message channel
3. "Noise" (in the traditional communication process) refers to:
A. any distractions that reduce the effectiveness of the communication process.
B. radio advertising interference only.
C. messages which are too loud or bold.
D. efforts by a firm's competitors to block its message channel.
E. the encoded message before it is decoded.
4. Identify the traditional communication process.
A. Source-Encoding-Message channel-Decoding-Receiver-Feedback.
B. Source-Encoding-Message channel-Receiver-Feedback.
C. Source-Encoding-Message channel-Noise-Receiver-Feedback.
D. Source-Message channel-Decoding-Receiver-Feedback.
E. Source-Noise-Message channel-Receiver-Feedback.
5. In the customer-initiated communication process:
A. the marketer targets more of its promotion effort at specific individuals who respond directly.
B. a firm relies on a CRM database to target specific prospects.
C. a customer initiates the communication process with a decision to search for information in a particular message channel.
D. a seller initiates the communication process with a decision to search for information in a particular message channel.
E. there is a transfer of information from higher-level management to production workers.
6. This promotional approach emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.
A. Pulling
B. Pushing
C. Encoding
D. Decoding
E. Franchising
7. Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:
A. Pulling
B. AIDA
C. Encoding
D. Pushing
E. Decoding
8. The adoption curve concept is most closely related to which of the following?
A. "noise" in the communication process
B. sales promotion aimed at a company's own sales force
C. the product life cycle
D. selective demand
E. the AIDA model
9. Early adopters, compared to innovators:
A. Adopt a new idea earlier.
B. Tend to have greater contact with salespeople.
C. Rely more heavily on scientific or impersonal information sources.
D. Are more willing to take risks.
E. Are infrequently opinion leaders.
9. The early majority group
A. tends to have the greatest contact with salespeople.
B. tends to cling to the status quo and think it's the safe way.
C. prefers to do things the way they have been done in the past and are very suspicious of new ideas.
D. tends to avoid risk and waits to consider a new idea after many early adopters have tried it-and liked it.
E. can help the promotion effort by spreading word-of-mouth information and advice among other consumers.
10. According to the text, the most sensible method for budgeting for promotion expenses is to:
A. allocate some fixed percentage of net sales.
B. allocate all available funds.
C. allocate money for direct-response promotion first and then use money that's left for integrated marketing communications.
D. match expenditures with competitors.
E. use the "task method."