Deck 6: Marketing and Media Planning: Understanding Consumer Behavior and Branding Strategies

Question 1

A cluster of complementary goods and services across diverse set of industries is called as_______________

A)market place
B)meta market
C)market space
D)resource market

Answer 1

meta market

Question 2

advertising affords the marketer the ability to engage the consumer in a direct and personal way_________________.

A)Interactive
B)Contextual
C)Traditional
D)Website.

Answer 2

Interactive

Question 3

One of the key tasks of marketers is and to create consumer perceptions that the product is worth purchasing______________.

A)To make products easily visible and available
B)To promote sales of products
C)To differentiate their products from those of competitors
D)To do marketing surveys

Answer 3

To differentiate their products from those of competitors

Question 4

technology is changing the way consumers relate to products and markets______________

A)Information
B)New
C)Digital
D)Cyber

Question 5

Cyber consumers are not______________

A)Heterogeneous
B)segmented
C)mass
D)Homogeneous

Question 6

e-Tailing will have to co-exist with ________________retailing.

A)e-Commerce
B)traditional
C)mobile
D)integrated

Question 7

____________the appropriate market segment has become ever more important when carrying out e-branding campaigns.

A)Segmenting
B)Positioning
C)Targeting
D)Implementing

Question 8

Creating and securing a brand name in the physical world requires extensive marketing___________. .

A)Research
B)strategy
C)effort
D)media

Question 9

Online marketing of all types offers superior measurability and trackability in comparison to traditional_________________

A)media
B)tactics
C)research
D)information

Question 10

Digital branding, in general need to have the consumer- specific orientation addressed to consumers in a_____________context.

A)geographic
B)natural
C)confined
D)cultural

Question 11

What is the last stage of the consumer decision process?

A)problem recognition
B)post purchase behaviour
C)alternative evaluation
D)Purchase

Question 12

Media are the bridges that carry messages back and forth between companies and __________

A)consumers
B)customers
C)prospects
D)influencers.

Question 13

The challenge of media planning is becoming greater because the number of ways to send brand messages is_____________.

A)decreasing
B)complicated
C)increasing
D)competitive

Question 14

Media planners begin their work by doing media____________

A)research
B)message
C)buying
D)selling

Question 15

Vehicles dealing with particular areas of interest, such as sports, hobbies or finance, are the ones most likely to have lifestyle and product - usage data in addition to ______________profiles.

A)media
B)demographic
C)audience
D)brand

Question 16

When a company distributes its products through a channel structure that includes one or more resellers, this is known as______________

A)Indirect marketing
B)direct marketing
C)multi-level marketing
D)integrated marketing

Question 17

The most basic level of a product is called the:

A)core product.
B)central product
C)fundamental product.
D)augmented product.

Question 18

________has been the first to launch an innovative media buying / selling technique, through its last minute inventory.com, which auctions unsold media space online.

A)Madison media
B)Mudra Max
C)Dentsu India
D)JWT India

Question 19

A change in an individual's behaviour prompted by information and experience refers to which one of the following concept?

A)learning
B)role selection
C)perception
D)Motivation

Question 20

A futuristic innovation (media planning) involves creating satellite imagery of the monogram or message to reach the desired geographic location and _______________.

A)programme
B)action
C)audience
D)media

Question 21

Customers' ___________have become the order of the day.

A)endorsement
B)information
C)awareness
D)knowledge

Question 22

____________is now a significant part of every global corporations marketing arsenal.

A)Internet
B)Web
C)Mobile
D)e - marketing

Question 23

customers can themselves become publishers, choosing to share what they have received with their social networks________________.

A)Publish - subscribe
B)Instant sharing
C)Multi - model viewing
D)Mobile invertising

Question 24

Whether to sell via intermediaries or directly to consumers, how many outlets to sell through, and whether to control or cooperate with other channel members are examples of decisions marketers must make about_________________

A)Promotion
B)Price
C)Distribution
D)Product

Question 25

A social and managerial process by which individuals and organizations obtain what they need and want through value creation refers to which one of the following concepts?

A)Selling
B)Advertising
C)Barter
D)Marketing