Starbuck’s green mermaid would best be described as the firm’s _________________

Question 1 options:

Marketing concept

Logo

Advertising imagery

Design

Promotional image

Sally just bought a huge television with all the bells and whistles and has it all set up in her family room. She loves the TV but worries that she spent too much or selected the wrong brand. What concept in consumer behavior best describes this?

Question 2 options:

Buyer reassessment

Cognitive dissonance

Re-evaluation

Buyer confidence

Buyer underestimation

Fave Flix specializes in old movies from the 1930s to the 1950s. The need to decide which of a series of advertisements will best appeal to their target audience and they want detailed feedback. How should they go about selecting the best ads?

Question 3 options:

Visit a retirement community

Focus groups

Run several old movies and see which gets the nest ratings

Pick the movies that won the most awards

Ask their grandmoms

Claire is getting ready to buy some billboards for her firm and has been given several quotes, each of which includes the GRP calculation. What two factors will give her this number?

Question 4 options:

Reach and focus

Frequency and reach

Square footage and location

Traffic count and size

Time and size

Susan works for Groceries To You, a new firm specializing in home delivery of high quality food and wines. She thinks that she needs to get the word out to as many consumers a possible, but that their marketing message is simple and easy to understand. What ad metric should she focus on?

Question 5 options:

Reach

Focus

Frequency

Channeling

Image

Katie is out with her friends form high school and they convince her to buy a blouse because the guy she likes will think she looks great in it, even though it is out of her budget. Katie made this consumer decision based on what factor(s).

Question 6 options:

Social influences

Thinking evaluation

Consumer logic

Peripheral route

Answers a and d

Which of these is not a critical component is designing an advertising campaign

Question 8 options:

Message strategy

Target audience

Objective

Appeal type

Detailed product information

Ad Wizards is launching a series of ads for new client, Magnum Tires, that are based on the idea that parents will react better to ads that get them to feel before thinking. What type of ad appeal is this?

Question 9 options:

Rational

Hyper

Emotional

Focused

Targeted

Which of these is NOT a common part of a firm’s brand?

Question 10 options:

Public relations

Identity

Image

Associations and beliefs

Logos, colors and taglines

Elliott is standing in line at midnight to buy the hot new phone being offered by Grapefruit Technologies. What type of buyer best describes him?

Question 11 options:

Media savvy

Technological

Innovator

Front runner

Status conscious

Which of these is typically a characteristic of a sales promotion?

Question 12 options:

It requires the consumer to act on the offer in a fixed time

It is advertised via e-media

The consumer must buy the product to benefit from the offer

It is a key part of social media marketing

Answers a and c are both correct

Katie is in charge of promoting a new soft drink on campuses across North America. She wants the campaign to be a bit edgy, unconventional, interactive and has a tight budget. Which of these marketing techniques would you recommend to her?

Question 13 options:

Advertisements on campus TV and radio stations

A series of print ads in the campus newspaper

A guerrilla campaign featuring campus ambassadors

A buy-one, get one campaign run out of the bookstore

Ask the marketing faculty to make it a class project

For following question match the description to the correct part of the IMC mix.

Coke has hired a number of college students to skateboard though crowds at sporting events with trays of ice cold cans of their products.

Question 14 options:

Guerrilla marketing

Advertising

Sales promotion

Public relations

Data management

For following question match the description to the correct part of the IMC mix.

Celebrities R Us represents the hottest new boy band. They plan a series of in-person autograph sessions but the fans have to subscribe to the agency’s press releases to find out when and where.

Question 15 options:

Guerilla marketing

Sales promotion

Public relations

Direct marketing

Micro targeting

For following question match the description to the correct part of the IMC mix.

Doggie Doo Right is releasing its new line of canine diapers and is planning a series of full color inserts in major pet magazines.

Question 16 options:

Guerilla marketing

Advertising

Sales promotion

Public relations

Micro targeting

For following question match the description to the correct part of the IMC mix.

Doggie Doo Right is planning a marketing campaign that rewards pet owners who post the best photos with coupons good for a buy one get one free offer for their kennel pads

Question 17 options:

Sales promotion

Public relations

Direct marketing

Personal selling

Data management

For following question match the description to the correct part of the IMC mix.

Tupperware changed the home goods industry by hiring ordinary housewives to host parties at which demonstrated the product and took orders on the spot.

Question 18 options:

Sales promotion

Public relations

Personal selling

Data management

Micro targeting

For following question match the description to the correct part of the IMC mix.

Famous Foods is sending out 500,000 postcards with a QR tag that allows customers to connect directly to their Website and get free recipes and party ideas.

Question 19 options:

Guerilla marketing

Advertising

Sales promotion

Direct marketing

Personal selling

For following question match the description to the correct part of the IMC mix.

Mega Deal, the newest big box membership store has discovered that it can determine the approximate ages of the children in their customers’ homes and design marketing campaigns targeting the moms with special offers. This is an example of what emerging trend in marketing?

Question 20 options:

Guerilla marketing

Advertising

Sales promotion

Personal selling

Data management

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