Advertising Questions 61-72 Question Preview (ID: 42233)


61-72. TEACHERS: click here for quick copy question ID numbers.

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) sample
b) rebate
c) premium
d) coupon

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) loyalty marketing program
b) premium
c) risk free sample
d) point-of-purchase display

All of the following are generally benefits of marketing research EXCEPT
a) it is an easy task that anyone in the company can perform
b) it reduces the risk of doing business
c) it helps a company identify threats and opportunities
d) it guides a company's communication with consumers

Researchers primarily use two different processes when collecting data. These two basic processes are
a) online market research and in-person market research
b) primary market research and online market research
c) primary market research and secondary market research
d) data collection research and intuitive, creative research

All of the following are necessary steps in the marketing research process EXCEPT
a) developing the research design
b) developing an appropriate questionnaire
c) carefully identifying the problem
d) analyzing the data

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) health and leisure time
b) family and the environment
c) image and esteem
d) none of the above

Commercials featuring Ford Trucks pulling heavy loads, in combination with the tagline, Built Ford Tough, best exemplifies the use of
a) synergy
b) an emotional connection
c) concrete images
d) storytelling

Advertising objectives are set to move consumers all the way from brand ______ to brand loyalty
a) awareness
b) purchases
c) interest
d) benefits

Creativity is probably best defined as having elements of
a) unexpectedness, relevant product info, and/or a character that represents the brand
b) unexpectedness, storytelling, and/or emotional content
c) factual information, statistics that are relevant to the target market, and/or storytelling
d) mischief, unexpectedness, and/or ideas conceived as a team

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) buying
b) advertising
c) slotting
d) training

An examination of a business' strengths, weaknesses, opportunities, and threats is called a
a) situational analysis
b) brainstorming session
c) SWOT Analysis
d) advertising plan

Once the creative strategy is in place, the next step in the advertising plan is to
a) evaluate the advertising plan
b) set advertising objectives
c) execute the advertising plan
d) determine the budget

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