_________ is a type of advertising that communicates the specific features, values, and benefits of a product offered by a particular company.
a. Advocacy advertising
b. Corporate advertising
c. Brand advertising
d. Institutional advertising
Question 2To achieve marketing goals that rely on the service setting, organizations commonly focus their attention on
a. managing the tangible evidence.
b. frontstage versus backstage decisions.
c. experimenting with the service setting.
d. All of these activities are relied on when service organizations pursue marketing goals that depend on the service setting.
e. None of these activities is relied on when service organizations pursue marketing goals that depend on the service setting.
Question 3The general purpose of a promotions package by the franchisor to potential franchisees is to:
a. solicit and sign franchisees
b. inform potential franchisees about the business in general terms only
c. learn as much about potential franchisees while sharing limited brochure materials about the franchise system,
d. none of the above
Question 4By offering a simpler performance, a service organization can effectively distinguish itself from the competition.
Indicate whether the statement is true or false
Question 5During tough economic times, many companies rely on the memories of the good old days to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010 . The company introduced throwback versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future. If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use?
a. Reason-why ads
b. Slice-of-life ads
c. Testimonials
d. Social anxiety ads
Question 6Which of the following slogans is an example of corporate advertising?
a. Ohh-Soo-Good by Yummy's, a biscuit company
b. The quick fix stick by Quicks, a glue manufacturer
c. Fizzy Bubble Guzzle by Fizzy Pop, a soft drink company
d. Think creatively by Helix phones
Question 7A servicescape can be used to accomplish all of the following marketing goals EXCEPT
a. communicating a new concept.
b. repositioning the service organization in the eyes of the target market.
c. attracting new market segments.
d. A servicescape can be used to accomplish all of these marketing goals.
e. A servicescape cannot be used to accomplish any of these marketing goals.
Question 8The written information provided in the franchise package to a prospective franchisee contains
a. promotions package only
b. operations materials only
c. training and financial information only
d. promotions package and operations materials
Question 9Supplementing a service performance involves increasing its divergence.
Indicate whether the statement is true or false
Question 10During tough economic times, many companies rely on the memories of the good old days to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010 . The company introduced throwback versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future. For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can:
a. cause consumers to generate competing thoughts and connections.
b. cause consumers to recall bad memories from their childhood.
c. cause consumers to favor another brand over the one advertised.
d. cause consumers to think before they start feeling.
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