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MKT 353 kahoot review

Terms in this set (21)

Transmission is when a message is being heard or seen by a consumer
true
The communication process, a person at an ad preparing an ad is most likely going to be involved in :
encoding
Brand parity is when consumers believe that brands are not all alike?
false
when there is less concern about the quality of an item but instead their concern relies higher on other things such as price or location
brand parity
Successful logos elicit shared meanings across consumers a process known as...
Stimulus codability
. Brand equity represents a set of characteristics that are unique to a brand (and more).
true
The higher the motivation of an individual to search for a product or service the more time they will spend evaluating.
true
Which of these do not make up consumer attitudes
emotional
Cognitive maps are simulations of the knowledge structures embedded in an individual's brain.
true
a product that is exclusively manufactured for a retailer. The retailer will market the product under its own brand name. Prices for private brands are usually set cheaper than competing name brands. Consumers often think that private brands are of lower quality, but that perception is changing.
private brand
agreement between the companies that combine two or more individual brands, products or other related assets with an objective to achieve raised awareness in the market and in the minds of the consumers.
Brand Alliance
Co-branding succeeds when it builds brand equity in both brands.
true
The communications planning process begins with research.
true
Which of these is an example of psychographic information?
the VALS profile
Product positioning summarizes the perception in the consumer's mind relative to its competitors.
true
. How many types of advertising appeals are there
7
Eventually, a circumstance will be reached in which a promotional campaign has saturated the market.
Diminishing Returns
...
Decay effect
Maintaining a consistent product positioning throughout a products life may add it to a cognitive map.
true
Taco Bell's web of fries advertising campaign is an example of storytelling
true
Old Spice's Swagger campaigns are examples of testimonials.
false
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