10913890_Mina

YUN5547
October 27, 2023

MCU_Advertising_Chapter2&3 0%
Quiz (0/100)

1. When A m & Hammer adve tises that baking soda can be used as a deodo izer in ref igerators,
which product
positioning strategy is being used?
0/5 POINTS

A att ibute

B competitor

C use or application

D p ice-quality relationship

2. When Hallmark adve tises cards that are for those who "want to send the best," which product
positioning strategy is being used?
0/5 POINTS

A att ibute

B competitor

C use or application

D p ice-quality relationship

3. When a vegetable soup is promoted as having less sodium for individuals

on a low-sodium diet, the positioning strategy is based on:
0/5 POINTS

A att ibutes

B use or application

C product user

D product class
4. Quality logos and corporate names should pass each of the following tests, except:
0/5 POINTS

A be similar to others in the indust y

B be familiar

C elicit a consensual meaning among those in the fi m's target market

D evoke positive feelings

5. When developing a strong brand name, what are some typical questions that should be asked?
0/5 POINTS

A What are the most compelling benefits?

B What emotions are elicited by the brand either du ing or after the purchase?

C What one word best desc ibes the brand?

D All of the Above

6. Which type of corporate name reveals what a company does?

0/5 POINTS

A ove t

B implied

C conceptual

D iconoclastic

7. Federal Express and Inte national Business Machines IBM are examples
of:
0/5 POINTS

A ove t names

B implied names

C conceptual names

D iconoclastic names

8. Which type of corporate name captures the essence of the idea behind the
brand?
0/5 POINTS

A ove t

B implied

C conceptual

D iconoclastic
 9. Lucent Technologies and Google are examples of:
0/5 POINTS

A ove t names

B implied names

C conceptual names

D iconoclastic names

10. Which type of corporate name does not reflect the company's goods or
se vices?
0/5 POINTS

A ove t

B implied

C conceptual

D iconoclastic

11. The first group of consumers targeted by Apple for the introduction of the iPhone was:
0/5 POINTS

A innovators

B early adopters

C late adopters

D early majo ity

12. The two components of the consumer decision-making process that are most
c itical to developing an integrated marketing communications program are:
0/5 POINTS

A problem recognition and info mation search

B info mation search and evaluation of alte natives

C evaluation of alte natives and purchase decision

D problem recognition and evaluation of alte natives

13. Du ing an info mation search for purchasing alte natives, the first step is:
0/5 POINTS

A an inte nal search

B an exte nal search

C a combination of inte nal and exte nal searching

D a review of the brands available

14. An adve tisement that encourages consumers to call a toll free number or access a Web site to
purchase a product at a discount p ice focuses on which pa t of an attitude?
0/5 POINTS

A affective

B conative

C cognitive

D the ine t set

15. In te ms of attitude fo mation, the most common sequence is:

0/5 POINTS

A affective → conative → cognitive

B conative → cognitive → affective

C conative → affective → cognitive

D cognitive → affective → conative

16. Kylie believes St. Francis No th Hospital has the best imaging technology in the region and will,
therefore, offer excellent care for her son. This reflects which pa t of an attitude?
0/5 POINTS

A affective

B cognitive

C conative

D value

17. If an adve tisement by Pampers is designed to appeal to a person's emotions first, the ad is
addressing which component of an attitude?
0/5 POINTS

A affective

B cognitive

C conative

D value
18. In te ms of cognitive mapping, if most consumers have not considered Sunkist lemons as a
substitute for salt, then an adve tisement that conveys
such a message to consumers is attempting to:
0/5 POINTS

A strengthen a linkage that already exists

B modifying a cu rent linkage

C create a new linkage

D create a new layer

19. Each of the following would be

examples of the consumer buyer behavior trend of cocooning, except:
0/5 POINTS

A buying an elaborate home

B building a gou met kitchen

C taking a pleasure c uise

D purchasing expensive television and stereo sound systems

20. The following are trends in consumer buyer behavior discussed in the
textbook, except:
0/5 POINTS

A age complexity

B gender complexity

C info mation overload

D individualism