Torque, a car manufacturer, aims to make its slogan Burn Rubber known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque. A lot of fans have joined Torque's media page. This is an example of a .
a. life-stage variable
b. variety seeking process
c. brand community
d. advertising clutter
Question 2Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc It has aimed for a 9 percent profit from Internet sales by the end of next year. The marketers at Visualizers talk to Optima about banner ads that have created problems in the online market. Which of the following is likely to be a common problem when banner ads are placed on the websites of other firms?
a. They are easily imitated by competitors.
b. They add to high advertisement clutter.
c. They decrease Web page load times.
d. Their effectiveness cannot be measured or tracked.
Question 3Torque, a car manufacturer, aims to make its slogan Burn Rubber known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same features as those of Torque's cars. The firm has a large number of customers who think it manufactures the best cars and there is no other manufacturer better than Torque. Torque advertises its slogan in a way in which people will immediately associate it with its cars.
Torque is using advertising which involves the .
a. episodic memory
b. emotional memory
c. iconic memory
d. semantic memory
Question 4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc It has aimed for a 9 percent profit from Internet sales by the end of next year. Managers at Optima want to better understand the cost implications of advertising on the Internet.
Visualizers' media researchers prepare a presentation using four traditional media placements to compare. The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however, it is higher than television. Visualizers points out that the advantage offered by the banner ad is its:
a. capacity for blanketing the world of online consumers with the Optima brand.
b. ability to deliver to a highly desirable, segmented, and motivated audience.
c. quick-change option that allows marketers to make changes to the creativity of the ad.
d. ability to insert itself into interactive situations where consumers don't expect to see it.
Question 5While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately. Chucky's cheese tries to get its customers to buy its cheese more than once. This is an example of
_____.
a. extended problem solving
b. low involvement
c. conversion
d. an accessibility bonus
Question 6Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc It has aimed for a 9 percent profit from Internet sales by the end of next year. Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads. Optima will then have to pay only if a user visits the link. In this case, Visualizers is referring to the model of advertising payment.
a. pay-per-click
b. click-through
c. keyword bidding
d. paid search
Question 7While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately. When Carol saw that the cheese was out of stock, she immediately thought of Porky's, and Cubby
Cow's cheese. This is an example of .
a. an external search
b. an internal search
c. cognitive dissonance
d. conversion
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