To determine the public's knowledge of a product, a marketer asks consumers to name five breakfast cereals.
Cheerios is the cereal most often listed first, so it is considered to show
a. top-of-the-mind awareness.
b. purchase intent.
c. ethnocentrism.
d. market awareness.
Question 2A real estate firm has a name-and-address file. It now chooses to incorporate into the file the demographic, geo- demographic, psychographic and behavioral data of its customers. Through this type of list enhancement, the real estate firm will:
a. get a larger number of customer names and addresses in its database.
b. contribute to the ease of payment for its customers.
c. have a more complete description of who its customers are.
d. allow consumers convenient access to compare product features on its website.
Question 3A fragrance manufacturer wants its target customers to demonstrate top-of-the-mind awareness regarding its long- standing perfume, Bouquet. This means that when they are asked to think of perfumes, they would
a. include the name Bouquet somewhere on their list.
b. realize that they want to purchase Bouquet.
c. think of Bouquet first.
d. claim to be loyal consumers of Bouquet.
Question 4A direct marketer promoting a service industry uses both internal and external lists. Which of the following is a difference between internal and external lists?
a. Internal lists contain all types of consumer information, whereas external lists consist of names and addresses.
b. Internal lists help to develop relationships with current customers, whereas external lists help to attract new customers.
c. Internal lists are drawn from the general population, whereas external lists are drawn from competitors' customer lists.
d. Internal lists cannot be enhanced, whereas external lists can be enhanced.
Question 5The account planner at an Indianapolis ad agency has done a survey and found that a significant percentage of people already recognize the name of the cold remedy his client is about to advertise. When consumers know that a brand exists and recall its name to some degree, they are demonstrating
a. brand loyalty.
b. brand switching.
c. brand awareness.
d. top-of-the-mind awareness.
Question 6Before cultivating new business, marketers should begin with better relationships with current customers.
a. internal
b. demographic
c. external
d. psychographicmailing lists as the starting point for developing
Question 7What does the objectives section of an advertising plan do?
a. Defines those who use the product
b. Notes possible barriers and problems
c. Estimates probable costs
d. Identifies concrete goals
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