When marketers speak of a person's awareness of an advertisement or product awareness, they are
a. referring to two completely unrelated processes.
b. focusing on the individual's knowledge there is a sort of awareness knowledge interchangeability, at least as measured.
c. focusing on the individual's awareness which is in no way related to his or her knowledge.
d. concerned with the resultant change in the individual's feelings and/or motivations in relation to the product as a result of the advertisement.
e. referring to the person's intention to buy the advertised product.
Question 2From a marketer's perspective, when measuring the effectiveness of an advertisement, a person's awareness refers to
a. whether or not the person purchases the product.
b. how much a person knows about the advertisement.
c. the person's level of consciousness.
d. what the person knows about the company.
e. how many magazines the person reads.
Question 3In assessing awareness, a marketer might be interested in knowledge of
a. the product itself.
b. where the product is available.
c. what the product is used for.
d. the price of the product.
e. All of the above.
Question 4Which of the following is the best way to measure knowledge of an advertisement?
a. Measurement of motives
b. Observation of purchase behavior
c. Recognition
d. Use of magazine subscription data
e. A written test over the ad copy
Question 5Which of the following can be used to measure knowledge of an advertisement?
a. Unaided recall
b. Aided recall
c. Recognition
d. Both a and b.
e. a, b, and c.
Question 6If a researcher is interested in investigating whether or not consumers like a new packaging method for a particular product, the researcher should focus on measuring
a. motivation.
b. intention.
c. behavioral goals.
d. attitude.
e. personality.
Question 7Attitudes and opinions
a. may be treated interchangeably.
b. are both verbal expressions of internal feelings.
c. are not related in any way to behavior.
d. reflect intentions to purchase.
e. are best determined by observation.
Question 8A person's ideas, convictions, or liking with respect to a particular object or idea are
a. wants.
b. attitudes.
c. motives.
d. needs.
e. intentions.
Question 9Which of the following is a life style characteristic?
a. Social class
b. Interests
c. Attitudes
d. Home ownership
e. Age
Question 10When used in psychographic analysis, AIO refers to a consumer's
a. attitudes, interests, and opinions.
b. activities, intentions, and opinions.
c. activities, interests, and opinions.
d. attitudes, intentions, and orientations.
e. activities, intelligence, and opinions.