Chapter 13/14
Chapter 14
Chapter 14
Chapter 14/15
Chapter 15
100
Reacting to negative events caused by a company error, consumer grievances, or unjustified or exaggerated negative press
damage control
100
From a company's perspective, the primary benefit of using cookies is it allows a company to: -prepare specific marketing messages and e-mails to consumers based on their browsing behavior -know what other sites a person has visited on the Internet -gather information about where a consumer has been on the company's Web site, how long they were there, and what they did -know who has visited the company's Web site
gather information about where a consumer has been on the company's Web site, how long they were there, and what they did
100
This means that an advertising claim or promise must be proven with data, facts, or through competent and reliable evidence
substantiation
100
When an organization creates an impression that is is a sponsor when it is not
allusion ambushing
100
To measure Cole's level of interest in the products offered at a particular Web site, the online metric that should be used is: brand awareness clickthroughs impressions length of engagement
length of engagement
200
Occurs when an investigations reveals that the firm was at fault
apology strategy
200
If a customer is concerned about the labeling on a bag of potato chips, the regulatory agency that should be contacted is the:
Food and Drug Administration
200
Beliefs or principles that individuals hold concerning what is right and what is wrong
morals
200
One philosophy of life involves maximizing pleasure and minimizing pain. This idea is called what?
hedonism
200
Which test would tell McDonald's marketing team that consumers formed a negative impression of a sandwich after seeing an ad? an attitude or opinion test a recall test a comprehension test a behavioral reaction test
an attitude or opinion test
300
This exists when a firm makes an exaggerated statement about its goods or services
puffery
300
An advertisement or communication is deemed to be deceptive or misleading when: -a substantial number of people or the "typical person" is left with a false impression or misrepresentation that relates to the product -the misrepresentation induces anyone to make a purchase -a substantial number of people make a purchase -a competing firm makes the same claim
a substantial number of people or the "typical person" is left with a false impression or misrepresentation that relates to the product
300
moral principles that serve as guidelines for both individuals and organizations
ethics
300
The natural craving for balance is called what?
Homeostasis
300
The two broad categories of evaluation tools are: message evaluations and respondent behavior evaluations pre-tests and post-tests cognitive evaluations and affective evaluations attitude evaluations and sales evaluations
message evaluations and respondent behavior evaluations
400
Public complaints about the amount of violence on television would be sent to the:
Federal Communications Commission
400
the degree to which society values personal goals, personal autonomy, privacy over group loyalty, commitments to group norms, involvements in collective activities, social cohesiveness, and intense socialization is called what?
individualism
400
When a company creates a brand name that closely resembles a popular or successful brand
Brand infringement
400
A means of making decisions based on what is the greatest good of rate greatest number of people
utilitarianism
400
The type of person that is most likely to recall an advertisement is: someone with an open mind someone with a positive feeling toward advertising senior females (over the age of 60) senior males (over the age of 60)
someone with a positive feeling toward advertising
500
Concerning television advertising of alcohol products with contents stronger than beer or wine, which statement below is true? -advertising hard liquor is commonplace on CBS and Fox -such ads are permitted on television as long as it is after 10:00 pm -such ads are permitted during sporting events, but not during prime time -cable network channels air commercials for such alcohol products
cable network channels air commercials for such alcohol products
500
Words such as "best," "greatest," and "finest" are examples of:
puffery
500
When a brand attempts to associate itself with a team or event without buying the rights to do so is?
ambush marketing
500
Which of the following is a short-term measure of marketing effectiveness? product-specific awareness awareness of the overall company brand loyalty and equity sales and redemption rates
sales and redemption rates
500
The proposed content of an ad that has not yet been produced and the impact the ad may have on potential customers is measured using: emotional testing concept testing multiattribute analysis behavioral response models
concept testing
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