Marketing

Which of the following is NOT a rational customer-focused selling premise?

Which of the following is NOT a rational customer-focused selling premise?

Which of the following is NOT a rational customer-focused selling premise?
A) promise
B) resonance
C) reason why
D) benefit
E) unique selling proposition (USP)

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In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.

In Taylor's Six-Segment Strategy Wheel, ________ strategies are based on logic.
A) routine
B) social
C) ration
D) ego
E) acute need

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A(n) ________ connects with some emotion that makes the product particularly attractive or ...

A(n) ________ connects with some emotion that makes the product particularly attractive or ...

A(n) ________ connects with some emotion that makes the product particularly attractive or interesting.
A) feature
B) argument
C) attribute
D) appeal
E) claim

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Which approach uses emotional appeals or images to create a response based on attitudes, moods, ...

Which approach uses emotional appeals or images to create a response based on attitudes, moods, ...

Which approach uses emotional appeals or images to create a response based on attitudes, moods, dreams, and feelings?
A) soft sell
B) attributes sell
C) head sell
D) persuasive sell
E) hard sell

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In the Facets Model, the cognitive objectives generally speak to the ________, and the affective ...

In the Facets Model, the cognitive objectives generally speak to the ________, and the affective ...

In the Facets Model, the cognitive objectives generally speak to the ________, and the affective objectives are more likely to speak to the ________.
A) ego; conscience
B) heart; head
C) head; heart
D) conscience; ego
E) attr

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A creative brief is also known as which of the following?

A creative brief is also known as which of the following?

A creative brief is also known as which of the following?
A) unique selling proposition
B) Big Idea
C) perceptual map
D) creative concept
E) creative blueprint

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Which of the following is prepared by the account planner to summarize the basic marketing and ...

Which of the following is prepared by the account planner to summarize the basic marketing and ...

Which of the following is prepared by the account planner to summarize the basic marketing and advertising strategy?
A) message objective
B) unique selling proposition
C) perceptual map
D) positioning statement
E) creative br

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According to Professor Sheila Sasser, what are the 3 Ps of innovation?

According to Professor Sheila Sasser, what are the 3 Ps of innovation?

According to Professor Sheila Sasser, what are the 3 Ps of innovation?
A) place, plan, product
B) place, person, process
C) plan, product, process
D) place, plan, process
E) person, plan, product

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In an advertising agency, who manages the creative process?

In an advertising agency, who manages the creative process?

In an advertising agency, who manages the creative process?
A) the creative director
B) the art director
C) the client
D) the copywriter
E) the account planner

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Which dimension of effective advertising represents the "science" part?

Which dimension of effective advertising represents the "science" part?

Which dimension of effective advertising represents the "science" part?
A) media dimension
B) personal dimension
C) creative dimension
D) strategic dimension
E) audience dimension

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Contrast the roles of account manager and account planner.

Contrast the roles of account manager and account planner.

Contrast the roles of account manager and account planner.

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Jana is an account planner at an advertising agency. She conducts consumer research to gain a better ...

Jana is an account planner at an advertising agency. She conducts consumer research to gain a better ...

Jana is an account planner at an advertising agency. She conducts consumer research to gain a better understanding of her clients' brands and their customers. How is the outcome of this strategic research communicated to the creative teams that

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What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

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Why is repositioning a difficult task?

Why is repositioning a difficult task?

Why is repositioning a difficult task?

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Tom was given the task of writing the objectives for a marcom plan. Briefly explain the logic of ...

Tom was given the task of writing the objectives for a marcom plan. Briefly explain the logic of ...

Tom was given the task of writing the objectives for a marcom plan. Briefly explain the logic of objectives.

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Silkience really is different from other shampoos because it is so gentle that it does not fade ...

Silkience really is different from other shampoos because it is so gentle that it does not fade ...

Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color, allowing a woman to go for a longer period of time before having to color her hair again. What does this product attribute repr

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Of the following, it is most important for marketers to develop ________ for their brands.

Of the following, it is most important for marketers to develop ________ for their brands.

Of the following, it is most important for marketers to develop ________ for their brands.
A) marketing ROI data
B) preemptive positions
C) cross-functional organizations
D) value positions
E) unique market positions

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Saturn is "a different kind of company, different kind of a car"; the Hummer is ...

Saturn is "a different kind of company, different kind of a car"; the Hummer is ...

Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." Statements such as these reflect a firm's ________.
A) target markets
B) marketing mix
C) brand preference

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When the makers of a ballpoint pen state they are in the communication equipment business, they are ...

When the makers of a ballpoint pen state they are in the communication equipment business, they are ...

When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________.
A) specifically
B) narrowly
C) realistically
D) futuristically
E) broadly

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Harpo Enterprises maintains the Oprah Winfrey show, a website, and O magazine. Because Harpo ...

Harpo Enterprises maintains the Oprah Winfrey show, a website, and O magazine. Because Harpo ...

Harpo Enterprises maintains the Oprah Winfrey show, a website, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.
A) creativity
B

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Holiday Inn has divided the total customer market into smaller segments and selected the most ...

Holiday Inn has divided the total customer market into smaller segments and selected the most ...

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.
A) True
B) False

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For advertising to be truly effective, it must focus on only one effect at a time.

For advertising to be truly effective, it must focus on only one effect at a time.

For advertising to be truly effective, it must focus on only one effect at a time.
A) True
B) False

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Once a position is established in consumers' minds, it is difficult for marketers to change it.

Once a position is established in consumers' minds, it is difficult for marketers to change it.

Once a position is established in consumers' minds, it is difficult for marketers to change it.
A) True
B) False

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Quality and value are both examples of tangible product attributes.

Quality and value are both examples of tangible product attributes.

Quality and value are both examples of tangible product attributes.
A) True
B) False

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A communication brief should be both strategic and inspirational.

A communication brief should be both strategic and inspirational.

A communication brief should be both strategic and inspirational.
A) True
B) False

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The outcome of strategic research usually reaches agency creative departments in the form of a ...

The outcome of strategic research usually reaches agency creative departments in the form of a ...

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a message brief.
A) True
B) False

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A typical advertising plan involves a SWOT analysis leading to the identification of the key ...

A typical advertising plan involves a SWOT analysis leading to the identification of the key ...

A typical advertising plan involves a SWOT analysis leading to the identification of the key communication problem.
A) True
B) False

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To be a(n) ________, an account planner must be able to express the research findings in one ...

To be a(n) ________, an account planner must be able to express the research findings in one ...

To be a(n) ________, an account planner must be able to express the research findings in one startlingly simple statement.
A) analyzer
B) idea generator
C) mapper
D) synthesizer
E) integrator

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In a(n) ________ sell effort, a brand sets itself against other brands in its product category.

In a(n) ________ sell effort, a brand sets itself against other brands in its product category.

In a(n) ________ sell effort, a brand sets itself against other brands in its product category. 
A) category
B) competitive
C) service
D) identity
E) loyalty

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Which component of a communication brief explains the target's motivations and the "major ...

Which component of a communication brief explains the target's motivations and the "major ...

Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?
A) brand imperatives
B) brand position
C) consumer insights
D) pr

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Which of the following is LEAST likely included in a communication brief?

Which of the following is LEAST likely included in a communication brief?

Which of the following is LEAST likely included in a communication brief?
A) proposition or selling idea
B) sales force objectives
C) brand imperatives
D) target audience
E) problem

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Which of the following is NOT typically a responsibility of an account planner?

Which of the following is NOT typically a responsibility of an account planner?

Which of the following is NOT typically a responsibility of an account planner?
A) understanding the meaning of the brand
B) deciding the pricing strategy of the brand
C) evaluating the effectiveness of the communication in terms of ho

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Which type of positioning is relatively easy to establish if the brand is faster, fancier, safer, or ...

Which type of positioning is relatively easy to establish if the brand is faster, fancier, safer, or ...

Which type of positioning is relatively easy to establish if the brand is faster, fancier, safer, or newer?
A) usage
B) superiority
C) preemptive
D) competitive
E) value

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A brand ________ is what makes consumers brand loyal.

A brand ________ is what makes consumers brand loyal.

A brand ________ is what makes consumers brand loyal.
A) perception
B) association
C) image
D) relationship
E) personality

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A brand is sometimes defined as a(n) ________ because it establishes an expectation based on ...

A brand is sometimes defined as a(n) ________ because it establishes an expectation based on ...

A brand is sometimes defined as a(n) ________ because it establishes an expectation based on familiarity, consistency, and predictability.
A) position
B) association
C) image
D) personality
E) promise

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Which of the following refers to the mental impression that consumers construct for a product?

Which of the following refers to the mental impression that consumers construct for a product?

Which of the following refers to the mental impression that consumers construct for a product?
A) brand personality
B) brand preference
C) brand image
D) brand promise
E) brand loyalty

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A brand that consumers describe as loving, trustworthy, or protective has most likely established a ...

A brand that consumers describe as loving, trustworthy, or protective has most likely established a ...

A brand that consumers describe as loving, trustworthy, or protective has most likely established a ________.
A) brand preference
B) brand personality
C) brand loyalty
D) leadership position
E) superiority position

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Which of the following is LEAST likely a behavioral objective of a marcom plan?

Which of the following is LEAST likely a behavioral objective of a marcom plan?

Which of the following is LEAST likely a behavioral objective of a marcom plan?
A) visiting a website
B) visiting a store
C) volunteering
D) stimulating brand preference
E) redeeming a coupon

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The focus of the ________ consumer response from the Facets Model of Effects is cueing brand ...

The focus of the ________ consumer response from the Facets Model of Effects is cueing brand ...

The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership.
A) connect
B) feel
C) see/hear
D) think/understand
E) believe

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As described in "A Matter of Principle," what objective did 7-Up have for its campaign ...

As described in "A Matter of Principle," what objective did 7-Up have for its campaign ...

As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?
A) repositioning the 7-Up brand
B) changing the perception that 7-Up was unhealthy
C) capturing a large share of the family marke

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