A consumer sees an ad for Edys brand Dibs ice cream treats for the first time and can't seem to get ...

A consumer sees an ad for Edys brand Dibs ice cream treats for the first time and can't seem to get the product out of her mind. This ad is her first exposure to the brand and demonstrates the:
 a. power of flighting.
 b. frequency model.
 c. recency principle.
 d. out of sight, out of mind principle.

Question 2

A buyer's motivation to make a purchase begins when he/she:
 a. Identifies a needs gap
  b. Talks with a salesperson
  c. Evaluates proposals
  d. Searches for information
  e. Makes a purchase

Question 3

Explained variance divided by total variance is equal to:
 a.
 b.
 c. R2
 d. F

Question 4

Hamburger and hot dog buns are a popular item on American dinner tables throughout the year, but most especially in the summer, when people and organizations host cookouts and eat a lot of grilled foods. The most appropriate advertising schedule for products like those would be a:
 a. continuous schedule.
 b. pulsing schedule.
 c. flighting schedule.
 d. recency schedule.

Question 5

The gap between a buyer's desired state and his/her actual state is referred to as a
 a. Problem
  b. Complaint
  c. Negative discrepancy
  d. Need
  e. Both a and d are correct

Question 6

Which of the following is displayed when two variables covary?
 a. concomitant variation
 b. causation
 c. spurious association
 d. proportionate association

Question 7

Cheese is a product that people eat consistently throughout the year, with little change in their rates of consumption based on season or month. What type of advertising schedule would work best for a cheese campaign?
 a. continuous
 b. pulsing
 c. flighting
 d. recency

Question 8

Which the following is not a step in the buying process?
 a. Analysis of proposals
  b. Performance feedback and evaluation
  c. Making a sales presentation
  d. Recognizing a problem or need
  e. All of the above are steps in the buying process

Question 9

Which of the following is a standardized measure of covariance?
 a. coefficient alpha
 b. correlation coefficient
 c.
 d.

Question 10

According to the three-exposure hypothesis:
 a. after three exposures to an ad, it will start to get boring.
 b. consumers will start to ignore ads after the third exposure.
 c. three exposures is the maximum number of exposures needed for advertising to be effective.
 d. three exposures is the minimum number of exposures needed for advertising to be effective.