Chapter 15 - Test bank PDF

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Chapter 15 Key 1.

Which of the following statements is true about the AIDA model?

A. It is a common model used by marketers when there is a delayed response to a marketing communication campaign. B. It is a series of approaches that finalize a sales process by retailers. C. It is used primarily in determining the best trade channel sales promotion technique. D. It is a series of mental stages through which consumers move. E. It refers to the various types of media available to communicate a marketing message. The AIDA model is a common model of the series of mental stages through which consumers move as a result of marketing communications: Attention leads to Interest, which leads to Desire, which leads to Action. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Grewal - Chapter 15 #1 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-01 The AIDA Model

2.

Which of the following occurs when consumers recognize the brand when its name is presented to them?

A. Lagged effect B. Puffer y C. Aided recall D. Cold call E. Top-of-mind awareness Aided recall occurs when consumers recognize the brand when its name is presented to them. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #2

Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-02 Attention

3.

Which of the following refers to a situation when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

A. Lagged effect B. Puffer y C. Cold call D. Aided recall E. Top-of-mind awareness Top-of-mind awareness, the highest level of awareness, occurs when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it. For example, Harley-Davidson has top-of-mind awareness if a consumer responds "Harley" when asked about motorcycles. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #3 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-02 Attention

4.

A customer refers to Windows, a product from Microsoft, when asked about an operating system. This sort of customer association primarily relates to the:

A. interest stage of the AIDA model. B. action stage of the AIDA model. C. desire stage of the AIDA model. D. decision stage of the AIDA model. E. attention stage of the AIDA model. The given customer association is found in the attention stage of the AIDA model. Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service. As such, brand awareness is the strength of the link between the brand name and the type of merchandise or service in the minds of customers. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Grewal - Chapter 15 #4 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-02 Attention

5.

Once consumers are aware that a company or product exists, communication must work to:

A. define the objectives of marketing communication. B. match communication with competitors. C. create top-of-mind awareness. D. increase their interest level. E. instigate aided recall in their minds. Once a consumer is aware that a company or product exists, communication must work to increase his or her interest level. It is not enough to let people know that the product exists; consumers must be persuaded that it is a product worth investigating. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Grewal - Chapter 15 #5

Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-03 Interest

6.

The ultimate goal of any marketing communication is to:

A. generate desire in customers' minds. B. drive the receiver to action. C. create awareness about the company. D. create awareness about a product. E. increase customers' interest level in a product. The ultimate goal of any marketing communication is to drive the receiver to action. If the message has caught consumers' attention and made them interested enough to consider the product as a means to satisfy a specific desire of theirs, they likely will act on that interest by making a purchase. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Grewal - Chapter 15 #6 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-05 Action

7.

Lagged effect refers to:

A. the process of generating awareness in a product's target market. B. a delayed response to a marketing communication campaign. C. a flawed marketing message sent to a product's target market. D. a marketing message sent to an untargeted customer segment. E. the process of generating interest about a product or company. Sometimes consumers do not act immediately after receiving a marketing communication because of the lagged effect—a delayed response to a marketing communication campaign. It generally takes several exposures to an ad before a consumer fully processes its message. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #7 Learning Objective: 15-01 Describe advertising and three objectives of advertising.

Topic: 15-06 The Lagged Effect

8.

Identify from the following the type of advertising that primarily communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

A. Informati ve B. Persuasiv e C. Influenti al D. Remind er E. Convincin g Informative advertising communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Such advertising helps determine some important early stages of a product's life cycle, particularly when consumers have little information about the specific product or type of product. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #8 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-08 Informative Advertising

9.

Finkrola Appliances Corp. manufactures and markets home appliances. The firm decides to market vacuum cleaners in a region where the product category for such products is absent. Before the product launch, Finkrola uses advertisements that are mainly intended to create awareness about the product and the company. Identify the type of advertising that was most likely used by Finkrola Appliances Corp. in this scenario.

A. Influenti al B. Persuasiv e C. Remind er D. Convincin g E. Informati ve The advertisement type used by Finkrola Appliances Corp. was that of informative advertising. Informative advertising communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Grewal - Chapter 15 #9 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-08 Informative Advertising

10.

Which of the following types of advertising do firms use to motivate consumers to take action when a product has gained a certain level of brand awareness?

A. Informati ve B. Instructi ve C. Persuasiv e D. Interpreti ve E. Education al When a product has gained a certain level of brand awareness, firms use persuasive advertising to motivate consumers to take action. Firms often use persuasive advertising to convince consumers to take action: switch brands, try a new product, or even continue to buy the advertised product. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #10 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-09 Persuasive Advertising

11.

Charles Associates Inc. uses mass media advertising to communicate its festival products and to urge customers to buy the products during the festival season. It advertises after generating enough awareness about its products and the various schemes associated with them. Which of the following types of advertising does Charles Associates Inc. use?

A. Informati ve B. Remind er C. Persuasiv e D. Instructi ve E. Education al Charles Associates Inc. uses persuasive advertising. When a product has gained a certain level of brand awareness, firms use persuasive advertising to motivate consumers to take action. Firms often use persuasive advertising to convince consumers to take action: switch brands, try a new product, or even continue to buy the advertised product. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Medium Grewal - Chapter 15 #11 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-09 Persuasive Advertising

12.

Which of the following types of advertising is used to prompt repurchases, especially for products that have gained market acceptance and are mostly in the maturity stage of their life cycle?

A. Informati ve B. Persuasiv e C. Influenti al D. Remind er E. Interpreti ve Reminder advertising is communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #12 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-10 Reminder Advertising

13.

Riders Corp. is an electric scooter brand in the country of Cambria. The brand has been growing at a high rate for many years. However, the brand's sales growth has declined in the current financial year. Riders Corp. decides to use mass advertising to attract customers to its brand again. In this scenario, which of the following types of advertising would best serve Riders Corp.'s purpose?

A. Interpreti ve B. Influenti al C. Remind er D. Persuasiv e E. Informati ve In this scenario, reminder advertising would best serve Riders Corp.'s purpose. Reminder advertising is communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle. Accessibility: Keyboard Navigation

Blooms: Apply Difficulty: Hard Grewal - Chapter 15 #13 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-10 Reminder Advertising

14.

Which of the following types of advertisements is used to inform, persuade, or remind consumers about a specific good or service?

A. Public service B. Operation al C. Institution al D. Societ al E. Productfocused Product-focused advertisements are used to inform, persuade, or remind consumers about a specific product or service. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #14 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

15.

WellnessCare Inc. is a large manufacturer of consumer products. The company owns more than 120 brands, and its business is stretched over 16 countries. However, most of WellnessCare's advertisements promote specific brands rather than the company itself. What are such advertisements called?

A. Product-focused advertisements B. Operational advertisements C. Societal advertisements D. Institutional advertisements E. Public service advertisements These advertisements by WellnessCare Inc. are called product-focused advertisements. Product-focused advertisements are used to inform, persuade, or remind consumers about a specific product or service. Accessibility: Keyboard Navigation

Blooms: Apply Difficulty: Hard Grewal - Chapter 15 #15 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

16.

Which of the following is a reason for a company to choose product-focused advertisements over other types of advertisements?

A. Reminding consumers about procedural issues B. Persuading customers to buy products soon C. Creating awareness about the company D. Reminding consumers about a specific product E. Creating product awareness for public welfare Product-focused advertisements are used to inform, persuade, or remind consumers about a specific product or service. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Grewal - Chapter 15 #16 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

17.

Which of the following types of advertisements is used to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation?

A. Public service advertisements B. Operational advertisements C. Institutional advertisements D. Societal advertisements E. Product-focused advertisements The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation. Accessibility: Keyboard Navigation Blooms: Remember

Difficulty: Easy Grewal - Chapter 15 #17 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

18.

Manorek Inc. is a leading media company in the country of Lucidia. It is a reputed brand and is considered to be a trusted source of information by Lucidians. The company plans to enter another continent and wants to build the same kind of reputation in these markets. Manorek Inc. advertises to familiarize these new customers with the company and its reputation in Lucidia. What type of advertising would serve this purpose?

A. Product-focused advertising B. Societal advertising C. Operational advertising D. Institutional advertising E. Public service advertising Institutional advertising would serve this purpose of Manorek Inc. The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Grewal - Chapter 15 #18 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

19.

The country of Devenopolis uses mass media advertisements to promote its tourist places, educational institutions, and industrial corporations in other countries. Devenopolis uses _____ advertising.

A. public service B. institutio nal C. societ al D. operation al E. productfocused Devenopolis uses institutional advertising. The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Grewal - Chapter 15 #19 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

20.

Which of the following is an example of an institutional advertisement?

A. An advertisement soft drink B. An advertisement hair salon C. An advertisement goodwill D. An advertisement appliance brand E. An advertisement product

that promotes a brand of that promotes the haircuts given in a that promotes a company's that promotes a home that promotes an organic

An advertisement that promotes a company's goodwill is an example of institutional advertising. The focus of institutional advertisements is to inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Grewal - Chapter 15 #20 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-11 Focus of Advertisements

21.

The Slivereen Charity is a charitable organization working for the welfare of people in underdeveloped countries. The firm uses mass media advertisements in developed countries to generate funds for their initiatives in the underdeveloped countries. These advertisements are best categorized as:

A. institutional advertisements. B. operational advertisements. C. public service announcements. D. corporate announcements. E. product-focused advertisements. The advertisements done by The Silvereen Charity are an example of public service announcements (PSA). A special class of demand advertising is the public service announcement, which focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Grewal - Chapter 15 #21 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements

22.

An organization decides to launch a social marketing program. Which of the following is most likely to be the objective of this program?

A. Analyzing the productivity levels of the organization B. Increasing the awareness about a new product offering C. Applying marketing principles to social issues D. Increasing the awareness about a paid service E. Reminding consumers about its most profitable product Public service announcements (PSAs) represent a form of social marketing, which is the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment. Accessibility: Keyboard Navigation

Blooms: Understand Difficulty: Easy Grewal - Chapter 15 #22 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements

23.

Advertisements that focus on public welfare and are generally sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups can be best categorized as:

A. public service announcements. B. operational advertisements. C. institutional advertisements. D. corporate announcements. E. product-focused advertisements. A special class of demand advertising is the public service announcement (PSA), which focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups. PSAs represent a form of social marketing, which is the application of marketing principles to a social issue to bring about attitudinal and behavioural change among the general public or a specific population segment. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Grewal - Chapter 15 #23 Learning Objective: 15-01 Describe advertising and three objectives of advertising. Topic: 15-13 Public Service Announcements

24.

Which of the following terms can be most accurately defined as the application of marketing principles to a public issue to bring about attitudinal and behavioural change among the general public or a specific population segment?

A. Institutional announcements B. Operational marketing C. Social marketing D. Process marketing E. Product-focused announcements Public service announcements (PSAs) represent a form of s...