Multiple choice questions:
1) Successful communication depends on
the nature of the message
the interpretation of the message by the audience
the environment in which a message is received
the receiver's perception of the source of the message
all of the above
2) Which of the following is NOT a controllable variable in the communications process?
senders
source
message
channel
receivers
3) To help understand what the teddy bear on its Snuggle fabric softener might symbolize to consumers, Lever Brothers could use:
life style research
cognitive response research
involvement research
semiotic analysis
common ground research
4) Which of the following is an example of a personal channel of communication?
salesperson
newspaper
radio
magazines
television
5) A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising. The extremely attractive and talented English-born actress is used because she is more likely to attract the attention of potential consumers of mobile phones. In terms of the response stages of the persuasion matrix, the mobile phone company is trying to influence:
retention
channels
attention
presentation
behavior
6) Source attractiveness leads to persuasion through a process of:
internalization
identification
compliance
repositioning
comprehension
7) Which of the follwoing is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product?
professional golfer Arnold Palmer endorsing Pennzoil motor oil
former boxer George Foreman endorsing Meineke automobile repair service
actress Catherine Zeta-Jones endorsing a mobile phone service
model Cindy Crawford endorsing Revlon cosmetics
racecar driver Ward Burton endorsing Ferris brand lawn mowers
8) Before setting objectives for advertising and promotion, an organization should:
conduct a situation analysis to identify marketing and promotional issues facing the firm
develop its media objectives
develop creative objectives
develop communication goals
create a creative mission statement
9) ________objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment.
Sales
Marketing
Communication
Advertising
Organizational
10 Direct-response advertisers generally set objectives and measure success in terms of:
brand awareness
brand attitudes
purchase intentions
sales response generated by an ad
brand equity
11) For which of the following advertising communication tasks should the specified time period required be the longest?
creating brand awareness
increasing brand awareness levels
creating knowledge regarding a brand attribute
increasing knowledge levels about a brand attribute
repositioning a brand
12) _____is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.
Consumer brainstorming
General preplanning input
Perceptual mapping
Problem detection
Market profiling
13) Psychographic studies are used by advertising agencies to:
identify age, educational level, and ethnic background of the target audience.
provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message
determine how to allocate the advertising budget
understand specific consumption problems consumers encounter with various products and services
do all of the above
14) _____research involves anthropologists or other types of trained researchers observing consumers in their natural environments.
Psychographic
Internalization
Demographic
Sociocultural
Ethnographic
15) Which of the following statements about feature appeals is true?
Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision.
Feature appeals are never used for technical and high-involvement products.
Feature appeals can be used for advertising a product but not a service.
Feature appeals never focus on attributes or benefits that are important to consumers.
All of the above statements about feature appeals are true.
16) The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad", tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n)_____appeal.
emotional
competitive advantage
fear
favorable
transformational
17) Advertisers create emotional advertising appeals by:
using humorous advertisements
using sexual appeals
using transformational advertising
creating favorable mood states
doing all of the above
18) Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a_____to a brand.
product rank
personality
product features
unique selling proposition
market rank
19) Media options include:
television
direct marketing
newspapers
transit advertising
all of the above
20) ______is the measure of the number of different audience members exposed at least once to a media vehicle.
Frequency
Reach
Viewer number
Coverage
Exposure