Sales Promotion Fall 2018 Exam 2 Review

Question 1

_____ occur at the point at which the advertising program begins to impact consumer responses

Accepted Answer

threshold effects

Question 2

To determine what type of consumer would be interested in a product a marketer should conduct _

Accepted Answer

target-market research

Question 3

The hierarchy of effects model _____

Accepted Answer

highlights the responses that advertising should simulate

Question 4

______ seek(s) to prevent loss of market share.

Accepted Answer

meet-the-competition budget

Question 5

When a company stops advertising, and the brand begins to fade in people’s memories this is

Accepted Answer

decay effects

Question 6

The degree of confidence consumers place in a spokesperson's message is known as

Accepted Answer

Trustworthiness

Question 7

A product that makes untestable claims uses what kind of cognitive message?

Accepted Answer

hyperbole

Question 8

The risk of using a celebrity endorser is

Accepted Answer

negative publicity

Question 9

Continuous advertising during the year with bursts of higher intensity at specific times is a

Accepted Answer

pulsating schedule

Question 10

If a company looks at consumers based on attitudes, interests and opinions, they are using a

Accepted Answer

psychographic segmentation

Question 11

A mental position taken toward a topic, person, or event that influences the person's feelings

Accepted Answer

attitude

Question 12

Which of the following is not a marketing communications objective?

Accepted Answer

diminishing returns

Question 13

Marketing dollars may not be spent efficiently in which method of communication budgeting?

Accepted Answer

meet-the-competition

Question 14

A primary tactic or approach used to deliver a message theme is

Accepted Answer

a message strategy

Question 15

What is product specific research?

Accepted Answer

It involves identifying key product attributes

Question 16

A product that claims superiority would use which of the following cognitive message strategy?

Accepted Answer

preemptive and unique selling proposition

Question 17

What is the marketing communications schedule that spends only during peak times?

Accepted Answer

flighting

Question 18

The hierarchy of effects model and a​ _____ can both assist in developing effective campaigns.

Accepted Answer

means-end chain

Question 19

A _________ represents the primary tactic used to deliver an advertisement's message theme

Accepted Answer

message strategy

Question 20

How is a communications budget set using the percentage of sales budget method?

Accepted Answer

Allocations are derived from previous or anticipated sales

Question 21

Which of the following are the three categories of message strategies?

Accepted Answer

cognitive, affective, and conative

Question 22

What do most marketing experts believe is the best budget method?

Accepted Answer

objective and task

Question 23

According to the hierarchy of effects model, consumer goes through which stages before purchase

Accepted Answer

awareness, knowledge, liking, preference, and conviction

Question 24

Repetition of the same ad in varied environments increases recall and effectiveness. This is _

Accepted Answer

variability theory

Question 25

Use of the hierarchy of effects model _______

Accepted Answer

parallels cognitive, affective,conative attitudinal sequence

Question 26

The facts that substantiate the unique selling points of a creative brief is called

Accepted Answer

suppport

Question 27

Which message strategy is designed to trigger impulse buys?

Accepted Answer

Conative

Question 28

___ indicate that point at which time the promotional campaign has saturated the market

Accepted Answer

diminishing returns

Question 29

An explicit, testable claim of uniqueness or superiority in an advertisement is know as

Accepted Answer

unique selling proposition

Question 30

An end state in a means-end chain includes

Accepted Answer

personal values

Question 31

The probability of an event occurring for which there could be a negative consequence is called

Accepted Answer

vulnerability

Question 32

The key phrase in an advertisement is called a ____

Accepted Answer

tagline

Question 33

A budgeting method that establishes a ratio of advertising to sales or market share

Accepted Answer

payout-planning budget

Question 34

What is a benchmark measure?

Accepted Answer

represents a starting point in relation to change

Question 35

The ___ is a document used to guide the production of an ad campaign or specific commercial

Accepted Answer

creative brief

Question 36

Perception created in a consumer’s mind about the nature of products relative to competition is

Accepted Answer

positioning

Question 37

A fact in a creative brief that substantiates a message theme such as an endorsement is .......

Accepted Answer

an example of support

Question 38

When consumers are asked to identify brands quickly and certain names come to mind, the brands

Accepted Answer

are top of mind

Question 39

When a physician states the advantages of a drug brand over other similar brands this is a(n)

Accepted Answer

authoritative framework

Question 40

The ____ message strategy seeks to lead consumers directly to a consumer response.

Accepted Answer

conative

Question 41

A product positioning that emphasizes who uses the product is called a

Accepted Answer

product/user approach

Question 42

A competitor product positioning approach does which of the following?

Accepted Answer

contrasts the company’s brand against competing brands

Question 43

Which type of advertising focuses on negative consequences of not purchasing a product?

Accepted Answer

fear

Question 44

The creative brief contains the ___

Accepted Answer

objective, target audience, the support, and the constraints

Question 45

Advertisers focus more on visuals than words because

Accepted Answer

visual images are easier to recall

Sales Promotion Fall 2018 Exam 2 Review

Questions 45

Sales Promotion Fall 2018 Exam 2 Review

Questions 45