Consumers demonstrate brand loyalty when they repeatedly purchase a single brand solely because it fulfills a specific functional need. TRUE or FALSE
What is FALSE
100
Folgers worked with Saatchi & Saatchi to create Happy Mornings, what was the target strategy?
What is attract just-graduated 20-somethings (brand repositioning).
100
The situation analysis of an advertising plan includes historical context, and analyses of the industry, the market, and competitors. TRUE or FALSE
What is True
100
The benefits typically not found in some tangible feature or objective characteristic of a product or service.
What is Emotional Benefits
100
The new official pizza sponsor of the NFL
Who is Pizza Hut
200
The consumers first option for information is to draw on personal experience and prior knowledge
What is internal search
200
The representation of a product so it will occupy a distinct place in the consumer's mind.
What is positioning.
200
A test that seeks feed back designed to screen the quality of a new idea, using the consumers as the judge and jury.
What is Concept Test.
200
Budgeting approach that calculates the advertising budget based on a percentage of the prior year's sales.
What is percentage-of-sales approach.
200
This is the first car to orbit the earth.
What is a Tesla Roadster
300
Buy brands based on sales, discount coupons, or other incentives.
What are variety seekers.
300
Market segmentation in which a target market is identified by the various benefits that are derived from the product or service.
What is benefit segmentation.
300
Designed to allow consumer to "project" their thoughts, but mostly feelings, onto a blank or neutral surface.
What is Projective Techniques
300
Budgeting method that specifically relates spending to goals
What is objective-and-task approach.
300
This sports ratings have dropped as much as 45% since 2008.
What is NASCAR
400
The anxiety or regret that lingers after a consumer makes a difficult purchase decision is referred to as
What is cognitive dissonance
400
A market segment made up of the gradual but constant influx of first-time buyers.
Who are emergent consumers.
400
This is a test of how much the viewer of an ad remembers of the message.
What is Recall Test
400
A mathematical relationship that associates dollars spent on advertising and sales generated
What is Advertising Response Function
400
In this decision-making mode, experience and involvement are both low.
What is Limited Problem Solving
500
A set of brands (usually two to five) that come to mind when a category is mentioned.
What is evoked set.
500
A relatively small group of consumers who have a unique set of needs and who typically are willing to pay a premium price to a firm that specializes in meeting those needs.
What is Market Niche
500
The three stages of advertising and IBP research
What is (1) Developmental, (2) Copy, (3) Results-oriented
500
The stages of the advertising plan
What is Intro, Situation Analysis, Objectives, Budgeting, Strategy, Execution, Evaluation
500
Referring to one's own cultural values, experiences, and knowledge as basis for purchase decisions.