Question 1

Marketers make a big mistake if they analyze consumers' brand attitudes in a relative or very specific sense.

Accepted Answer

A) True 
 B)False  False

Question 2

The _____ process begins when the source of the promotion communication determines what information is to be communicated and encodes the message in the form of appropriate symbols.

Accepted Answer

communication

Question 3

List the objectives that should be considered during the designing of promotion strategies.

Accepted Answer

Promotions can affect consumers' affect,cognitions,and behaviors.Thus,promotion strategies may be designed to meet one or more of the following objectives:
-To influence behaviors: Change or maintain consumers' specific behaviors concerning the product or brand-usually purchase behaviors.
-To inform: Create new knowledge,meanings,or beliefs about the product or brand in consumers' memories.
-To transform affective responses: Modify the images,feelings,and emotions that are activated when consumers consider the product or brand.
-To remind: Increase the activation potential of the brand name or some other product meaning in consumers' memories.

Question 4

The communication process begins when the source of the promotion communication determines what information is to be communicated and decodes the message in the form of appropriate symbols.

Accepted Answer

A) True 
 B)False

Question 5

The basic value or end goal to be communicated by the ad is the:

Accepted Answer

A)  driving force. 
B)  leverage point. 
C)  core value. 
D)  executional framework. 
E)  attribute mix. 
A)  driving force. 
B)  leverage point. 
C)  core value. 
D)  executional framework. 
E)  attribute mix.

Question 6

The _____ includes all the stimuli associated with the physical and social environment in which consumers experience promotion strategies.

Accepted Answer

promotion

Question 7

Which of the following is an unpaid form of promotion?

Accepted Answer

A)  Advertising 
B)  Personal selling 
C)  Telemarketing 
D)  Publicity 
E)  Sales promotion 
A)  Advertising 
B)  Personal selling 
C)  Telemarketing 
D)  Publicity 
E)  Sales promotion

Question 8

Managing promotion strategies involves all of the following EXCEPT:

Accepted Answer

A)  analyzing consumer-product relationships. 
B)  redesigning product/brand attributes. 
C)  designing/implementing a promotion strategy. 
D)  evaluating the effects of the promotion strategy. 
E)  determining the promotion objectives. 
A)  analyzing consumer-product relationships. 
B)  redesigning product/brand attributes. 
C)  designing/implementing a promotion strategy. 
D)  evaluating the effects of the promotion strategy. 
E)  determining the promotion objectives.

Question 9

The amount of marketing promotion has so increased that the effectiveness of any given promotion strategy may be impaired by _____,the growing number of competitive strategies in the environment

Accepted Answer

The answer of The amount of marketing promotion has so...

Question 10

Because relatively few consumers are in the market for a particular product,much of the advertising they are exposed to each day is not particularly relevant to their end goals and values.

Accepted Answer

A) True 
 B)False

Question 11

A conventional salesperson makes 20 to 50 calls per day that last from one to two minutes and is closely supervised.

Accepted Answer

A) True 
 B)False

Question 12

The _____ identifies two cognitive processes by which promotion communication such as advertising can persuade consumers: the central and peripheral routes to persuasion.

Accepted Answer

Elaboratio

Question 13

_____ involves direct personal interactions between a potential buyer and a salesperson.

Accepted Answer

The answer of _____ involves direct personal interactions between a...

Question 14

Most successful products and brands require promotions for which of the following reasons?

Accepted Answer

A)  To create/maintain a differential advantage 
B)  To create needs 
C)  To attract consumers 
D)  To boost immediate sales 
E)  To maximize profits 
A)  To create/maintain a differential advantage 
B)  To create needs 
C)  To attract consumers 
D)  To boost immediate sales 
E)  To maximize profits

Question 15

Explain the effect of consumers' attitudes toward advertisements.

Accepted Answer

Advertisers have long been interested in

Question 16

Advertising has been characterized as image management.

Accepted Answer

A) True 
 B)False

Question 17

Identify the first step in the cognitive processing model of decision making.

Accepted Answer

A)  Being exposed to promotional information 
B)  Attending to/comprehending the message 
C)  Integrating new knowledge, meanings, and beliefs into existing knowledge structures 
D)  Creating brand attitudes 
E)  Making purchase decisions 
A)  Being exposed to promotional information 
B)  Attending to/comprehending the message 
C)  Integrating new knowledge, meanings, and beliefs into existing knowledge structures 
D)  Creating brand attitudes 
E)  Making purchase decisions

Question 18

Describe two behaviors that are critical to the success of promotion strategies: information contact and word-of-mouth communication.

Accepted Answer

Information contact: For promotion infor

Question 19

Determining the meanings that consumers derive from ads is known as:

Accepted Answer

A)  ad tracking. 
B)  copy testing. 
C)  pretesting. 
D)  concept testing. 
E)  post-testing. 
A)  ad tracking. 
B)  copy testing. 
C)  pretesting. 
D)  concept testing. 
E)  post-testing.

Question 20

Briefly describe the communication process.Which steps are the most important?

Accepted Answer

The communication process begins when th

Marketers make a big mistake if they analyze consumers' brand attitudes in a relative or very specific sense.

The _____ process begins when the source of the promotion communication determines what information is to be communicated and encodes the message in the form of appropriate symbols.

List the objectives that should be considered during the designing of promotion strategies.

The communication process begins when the source of the promotion communication determines what information is to be communicated and decodes the message in the form of appropriate symbols.

The basic value or end goal to be communicated by the ad is the:

The _____ includes all the stimuli associated with the physical and social environment in which consumers experience promotion strategies.

Which of the following is an unpaid form of promotion?

Managing promotion strategies involves all of the following EXCEPT:

The amount of marketing promotion has so increased that the effectiveness of any given promotion strategy may be impaired by _____,the growing number of competitive strategies in the environment

Because relatively few consumers are in the market for a particular product,much of the advertising they are exposed to each day is not particularly relevant to their end goals and values.

A conventional salesperson makes 20 to 50 calls per day that last from one to two minutes and is closely supervised.

The _____ identifies two cognitive processes by which promotion communication such as advertising can persuade consumers: the central and peripheral routes to persuasion.

_____ involves direct personal interactions between a potential buyer and a salesperson.

Most successful products and brands require promotions for which of the following reasons?

Explain the effect of consumers' attitudes toward advertisements.

Advertising has been characterized as image management.

Identify the first step in the cognitive processing model of decision making.

Describe two behaviors that are critical to the success of promotion strategies: information contact and word-of-mouth communication.

Determining the meanings that consumers derive from ads is known as:

Briefly describe the communication process.Which steps are the most important?

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

Exam 17: Consumer Behavior and Promotion Strategy

Marketers make a big mistake if they analyze consumers' brand attitudes in a relative or very specific sense.

The _____ process begins when the source of the promotion communication determines what information is to be communicated and encodes the message in the form of appropriate symbols.

List the objectives that should be considered during the designing of promotion strategies.

The communication process begins when the source of the promotion communication determines what information is to be communicated and decodes the message in the form of appropriate symbols.

The basic value or end goal to be communicated by the ad is the:

The _____ includes all the stimuli associated with the physical and social environment in which consumers experience promotion strategies.

Which of the following is an unpaid form of promotion?

Managing promotion strategies involves all of the following EXCEPT:

The amount of marketing promotion has so increased that the effectiveness of any given promotion strategy may be impaired by _____,the growing number of competitive strategies in the environment

Because relatively few consumers are in the market for a particular product,much of the advertising they are exposed to each day is not particularly relevant to their end goals and values.

A conventional salesperson makes 20 to 50 calls per day that last from one to two minutes and is closely supervised.

The _____ identifies two cognitive processes by which promotion communication such as advertising can persuade consumers: the central and peripheral routes to persuasion.

_____ involves direct personal interactions between a potential buyer and a salesperson.

Most successful products and brands require promotions for which of the following reasons?

Explain the effect of consumers' attitudes toward advertisements.

Advertising has been characterized as image management.

Identify the first step in the cognitive processing model of decision making.

Describe two behaviors that are critical to the success of promotion strategies: information contact and word-of-mouth communication.

Determining the meanings that consumers derive from ads is known as:

Briefly describe the communication process.Which steps are the most important?

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters