When marketers speak of a person's awareness of an advertisement or product awareness, they are a. ...

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 2

From 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 3

In 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 4

Which 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 5

Which 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 6

If 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 7

Attitudes 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 8

A 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 9

Which of the following is a life style characteristic?
 a. Social class
  b. Interests
  c. Attitudes
  d. Home ownership
  e. Age

Question 10

When 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.