Chapter 5
Which of the following is NOT an uncontrollable environmental factor?
A) Laws and regulations affecting the industry
B) The relative price of the item compared to the competition
C) Changing consumer trends and preferences
D) The state of the economy and consumers' level of disposable income
B) The relative price of the item compared to the competition
Research by Environics suggests that Canadian and American _____ are not exactly the same, so marketers need to come up with uniquely Canadian executions.
A) values
B) thoughts
C) emotions
D) motives
A) values
To be appropriate and effective, a creative idea must be relevant to the:
A) creative advertising team
B) corporate plan
C) target audience
D) marketing objectives
C) target audience
Apple Computers positioned itself as being user friendly and thus gained an advantage over IBM and other computers. Apple used positioning by:
A) brand name
B) end benefit
C) product user
D) cultural symbols
B) end benefit
Which of the following qualities does NOT make a good advertising slogan?
A) Includes the key benefit of the brand
B) Is distinct from the competition
C) Is complex and mystifying
D) Evokes positive feelings
C) Is complex and mystifying
Determining a target market's present level of awareness, knowledge, how much they like a product often requires the taking of _____ measures.
A) quantitative awareness
B) sales interval
C) qualitative awareness
D) benchmark
D) benchmark
Using the DAGMAR approach, which of the following is NOT a stage of commercial communication?
A) Awareness
B) Action
C) Sales
D) Conviction
C) Sales
Procter & Gamble wishes to encourage trial usage of Pampers diapers among new parents. An effective way to do this would be to:
A) create a strong comparison ad between Pampers and Huggies diapers.
B) distribute free diaper samples to parents of newborns in the hospital.
C) insert coupons into Pampers packages.
D) encourage testimonials from other parents.
B) distribute free diaper samples to parents of newborns in the hospital.
According to DAGMAR, the basic function of advertising is to:
A) create sales.
B) communicate.
C) change behaviour.
D) generate action.
B) communicate.
The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not just for breakfast anymore," reflects positioning by:
A) product user
B) product category
C) usage situation
D) cultural symbol
C) usage situation