The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the .
a. intersection set
b. product line extension
c. evoked set
d. brand extension
Question 2Which of the following is an essential criteria for communication to be considered as an advertisement?
a. The communication must be noncommercial.
b. It must be a mass-mediated attempt to persuade.
c. The message conveyed must be short.
d. It must involve face-to-face communication.
Question 3Which of the following approaches have not been used as a basis for classifying services?
a. The full range of specific service activities
b. The types of customers that are served
c. The type of service recipient and the nature of the service act
d. The linkages between organizations, providers, and customers.
e. All of the listed approaches have been used as a basis for classifying services.
Question 4To properly develop a franchise system the franchisor must develop the franchise system at three different levels. Which one of the following is not one of the levels for development?
a. Operations/operational
b. Administrative
c. Home office interior design
d. Strategic
Question 5All services do not vary in the degree to which they possess the characteristics that distinguish services from physical goods.
Indicate whether the statement is true or false
Question 6The first brand name that consumers remember when a particular category of products is mentioned is said to have
_____ awareness.
a. evoked set
b. point-of-purchase
c. top of mind
d. direct response
Question 7Make love, not war stated at the end of a radio station broadcast is an example of:
a. a mobile advertisement.
b. influencer marketing.
c. personal selling.
d. a public service announcement.
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