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Advertising Questions 61-72
Test Description: 61-72
Instructions: Answer all questions to get your test result.
1) Creativity is probably best defined as having elements of
A
unexpectedness, storytelling, and/or emotional content
B
unexpectedness, relevant product info, and/or a character that represents the brand
C
factual information, statistics that are relevant to the target market, and/or storytelling
D
mischief, unexpectedness, and/or ideas conceived as a team
2) Commercials featuring Ford Trucks pulling heavy loads, in combination with the tagline, Built Ford Tough, best exemplifies the use of
A
synergy
B
storytelling
C
concrete images
D
an emotional connection
3) Advertising objectives are set to move consumers all the way from brand ______ to brand loyalty
A
awareness
B
benefits
C
purchases
D
interest
4) Advertising a products benefits should focus on issues that are most relevant to consumers. If the target market is senior citizens, the MOST relevant issues might include
A
image and esteem
B
none of the above
C
health and leisure time
D
family and the environment
5) All of the following are necessary steps in the marketing research process EXCEPT
A
developing the research design
B
developing an appropriate questionnaire
C
analyzing the data
D
carefully identifying the problem
6) Researchers primarily use two different processes when collecting data. These two basic processes are
A
data collection research and intuitive, creative research
B
primary market research and online market research
C
online market research and in-person market research
D
primary market research and secondary market research
7) All of the following are generally benefits of marketing research EXCEPT
A
it guides a company's communication with consumers
B
it is an easy task that anyone in the company can perform
C
it reduces the risk of doing business
D
it helps a company identify threats and opportunities
8) To encourage the purchase of organic cotton clothing, a business decides to give away a free organic cotton T-Shirt to the first 100 customers who purchase any other item of organic cotton clothing . This best exemplifies
A
premium
B
point-of-purchase display
C
loyalty marketing program
D
risk free sample
9) A certificate that can be redeemed for 25% off the price of any meal at a new, upscale restaurant best exemplifies the use of a
A
coupon
B
sample
C
rebate
D
premium
10) A food manufacturer wants to place a new cereal at eye level on the grocery store shelves of a retailer. The manufacturer is likely to offer the retailer an ____ allowance
A
training
B
buying
C
slotting
D
advertising
11) An examination of a business' strengths, weaknesses, opportunities, and threats is called a
A
advertising plan
B
SWOT Analysis
C
brainstorming session
D
situational analysis
12) Once the creative strategy is in place, the next step in the advertising plan is to
A
determine the budget
B
set advertising objectives
C
evaluate the advertising plan
D
execute the advertising plan
*select an answer for all questions
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