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MKTG 380 practice exam 1

Terms in this set (92)

super agencies are:
an amalgamation of several small, medium, and large advertising agencies.
Money Backed Enterprises still uses an agency commission system designed in the 1990s. They say that the commission system of agency compensation is more flexible; by charging a large commission, they have the flexibility to perform other services for large clients at no extra charge. In addition, the commission system
is easy to administer
Operant conditioning is also called
instrumental conditioning
Firm Software Co. has audited their advertising budget for the last three years, identifying a pattern of expenses. They found that their media expenses were fairly consistent from year to year. They decided to change their compensation plan for their agency from a monthly billing to a monthly fee where media commission received by the agency will be credited against the fee. If the commissions are less than the fee, Firm Software will make up the difference in a quarterly billing cycle. This form of commission is called ________ combination.
a fee-commission
Laith has been looking at all the options for purchasing a new or used mountain bike. Now he cannot remember all the information he has read, seen, and reviewed, although he understood it clearly. What stage is Laith experiencing in the selective perception process?
selective retention
NW Inc. specializes in buying radio, television, and newspaper space at discounted rates. Yummy Foods approaches NW Inc. to buy newspaper space at less than market rate. NW's personnel also help Yummy Foods plan their media strategies. However, they do not perform any other functions. In this scenario, NW Inc. is an example of
media specialist company
T/F: Traditional media, such as television, provide marketing that is more targeted when compared to the Internet.
false
T/F: Media organizations provide an environment for a firm's marketing communications message.
true
Which of the following statements about the psychoanalytical theory is true?
it is used to determine the consumer's purchase motivations
T/F: Dissonance is less likely to occur in important decisions where the consumer must choose among close alternatives.
false (more likely to occur)
According to the survey conducted by the Association of National Advertisers, which of the following is a primary qualitative criterion that is used to evaluate the performance of ad agencies?
teamwork
Over the last two decades, increased access to mobile devices, greater Internet usage, and more double-income families have meant more income but less time for shopping for many people. As a result, marketing agencies have used ________ to encourage consumers to purchase products and services directly from the manufacturer.
direct-response marketing
Abound Industries is a multiproduct firm. In addition to competing with outside manufacturers, each brand it produces actually competes against other brands within the company. Abound brands also compete for corporate resources, leading to unproductive rivalries. The type of approach Abound Industries has been using is called
decentralized approach
The American Marketing Association's original definition of marketing focused on ________ as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers.
exchange
A type of media called ________ generates exposure for a company or brand through outside entities such as the media or the general public; the company or brand does not pay for it. One of the best examples of this type of media occurred in 2014 when the ALS Ice Bucket Challenge to promote awareness of the disease and encourage donations to research went viral.
earned media
Root Inc., a manufacturer of dental hygiene products, manufactures chocolate- and strawberry-flavored toothpastes that are specifically designed for children. Which of the following bases of segmentation is the company using?
demographic segmentation
What is the first step in the target market selection process?
identifying markets
Blueberry Designs, a boutique, has an advertising department along with sales, marketing, and research departments. The manager of the advertising department heads and controls all the functions of that department, such as budgeting, planning media schedules, and administering the sales promotions programs for all of the company's products and services. Blueberry Designs employs a
centralized marketing system
One Stop Corporation has been working with Top Agency to analyze their promotional plan to include methods for creating awareness about One Stop's product attributes, methods for developing favorable attitudes, and how to better understand consumer purchase intentions. What type of goals or objectives are they creating at this stage of the integrated marketing communications plan?
communication objectives
The Reflective Enterprise brand is practically a household name. To protect their brand equity, Reflective Enterprises spends huge amounts in advertising to maintain their brand recognition and reputation as the highest-quality service provider in their market. Reflective Enterprises recognized the importance of investing in
competitive advantage
Tom, a chocolate maker, placed ads for his chocolate bars in Magz, a magazine that is popular among the managers of large hotels. Knowing that these hotels use chocolate for desserts on a daily basis, Tom wanted to bring his product to the attention of hotels' purchasing managers. Tom is using
business-to-business advertising
T/F: Mobile marketing is an online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences/perspectives, and even media themselves.
false; social media
T/F: Database development and management is becoming one of the most important services provided by direct-response agencies.
true
Televisions mass audiences are changing; no longer can advertisers depend on broadcast shows like Dallas to capture a major audience who will tune in and watch commercials until they learn who shot JR. Instead, advertisers have moved to refined Internet formats such as paid search. This widely used form of online advertising is a type o
Micro marketing
Star Products has made protecting and preserving the environment the core business tenet of the company. They demonstrate this commitment by re-evaluating how their products and services are created, produced, and marketed to meet the needs of the current generation without compromising the ability of future generations to meet their needs. This is called building
Sustainability
Harry has joined the marketing department of KC Cola. While going through some files, he came across a document designed for a particular brand of product that contained a detailed analysis of the environmental factors and competition. It also contained a time frame within which some objectives, further divided into tasks, had to be accomplished. The document not only listed the target markets for the brand but also contained specifications about its four Ps and various methods to check the performance of the team as well as of the brand. Which document is this likely to be?
Marketing plan
Planet Burgers Inc. is a global food chain that caters to each market it operates in by adapting its products to local tastes and preferences. For example, burgers are made from lamb in India rather than beef due to religion-based preferences. It adds more chili sauce in Mexico and so on. Planet Burgers makes use of ________ segmentation.
Geographic
Average Industries is finding it difficult to differentiate their products or services on the basis of functional attributes. Through advertising, Average Industries can give consumers favorable, unique images so that they make positive associations with Average Industries. This advertising will be building a
Brand image
Bliss Automobiles is a Texas-based luxury car manufacturer. Typically, it is never affected by economic downturns because its customers are highly image conscious. Which level of the hierarchy of needs are Bliss's customers illustrating?
Esteem
Laura had a new baby and is shopping for a minivan to accommodate her larger family. Which of the following sources of problem recognition is Laura experiencing?
New needs/wants
Fast Growing Company is performing a promotional program situation analysis. They are currently analyzing the communication process and creating objectives for sales, market share, and profitability. In the promotional planning process, these are called
Marketing objectives
Which of the following is not a factor driving the integrated marketing communications movement?
The growth of mass media advertising
Reflective Enterprises has depended on magazine, newspaper, and television advertising for most of their advertising efforts. They are losing market share. They recognize that they need to change their strategy to reach an audience that rarely engages in these forms of media. They are looking for a new agency partner to develop a social media campaign. To help develop the resources to support this new direction, the VP of marketing engages the services of
Digital agency
The movement that began in the 1980s toward using all forms of promotion to achieve maximum communication impact was not a fad. According to the 4As' definition, what is the name of this evolving approach to coordinate promotional elements and other marketing activities?
Integrated marketing communications
Advocare, Tupperware, and Mary Kay are examples of companies that choose not to use any channel intermediaries, but instead sell to their customers through
Direct channels
Plum, a manufacturer of baby products, came up with an attractive jingle for its advertisement. The jingle gained popularity among its audience due to its catchy tune and simple lyrics. Which of the following helps viewers remember and recognize Plum's ad?
Mnemonics
Joy Fruit Juices took the help of a company called Innovators Inc. to create and produce the communication message for its products and in return paid Innovators $20,000 as compensation. However, the final decisions regarding the advertising and promotional program rested with Joy Fruit Juices. In this scenario, Innovators is
Advertising agency
Offersforshoppers.com is a website that provides various offers to consumers. Users can visit the website and choose the offers that they prefer, then relevant coupons that can be redeemed at the point of purchase are sent to their mobile phones. Which of the following promotional-mix elements is occurring in this scenario?
Interactive media
CL Inc., a packaged goods manufacturing company, placed an advertisement in the Independent Retailer, a monthly wholesale purchasing guide for wholesalers and retailers. The advertisement contained pictures of the product and a slogan that states, "Now here's a kiddie snack that mothers will love to see at your checkout counters." Which type of advertising has been used here?
Trade advertising
Venus Corporation recognized there are many consumers with different needs and responses to their product lines. They are working with Innovation Marketers to identify opportunities to target distinct groups whose needs and responses to their products are similar. Innovation Marketers and Venus are using
Market segmentation
Environmental Movies just released a documentary on the impact of dying coral reefs on clownfish. Childhood fans of a popular animated clownfish, now grown and environmentally conscious millennials, and Gen Z-ers inundated social media with mentions, online reviews, and spurred media coverage creating greater interest in the film, extending the film's time in the theater. Environmental Movies benefited from
Earned media
Advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country to consumer markets is known as ________ advertising.
National
National advertising
Is advertising done by large companies on a nationwide basis or in most regions of the country. Most of the ads for well-known companies and brands that are seen on prime-time TV or in other major national or regional media are examples of national advertising.
Earned media
is exposure for a company or brand that it did not have to pay for and is generated by outside entities such as the media or the general public. Earned media has traditionally been viewed as exposure for a company or brand generated by its public relations/publicity efforts or through favorable word of mouth. This can occur through tweets and re-tweets on Twitter, social media posts on Facebook or Instagram, product reviews, blogs, video sharing, and discussions within online communities.
Which of the following statements is true of retail advertising?

A)It is done by large companies on a nationwide basis or in most regions of the country.

B)It takes the form of direct-response advertising.

C)It is done to build store traffic and sales.

D)It is designed to stimulate demand for the general product class or an entire industry.

E)It is targeted at marketing channel members such as wholesalers, distributors, and suppliers.
C) It is done to build store traffic and sales
Retail advertising:
advertising done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. Retailers are concerned with building store traffic, so their promotions often take the form of direct-action advertising designed to produce immediate store traffic and sales.
Munroe Dairy, Inc., a manufacturer of dairy products, has come up with new global ads that promote the benefits of drinking milk as well as demonstrate the various uses of milk. This is an example of
Primary-Demand Advertising
Primary-demand advertising
is designed to stimulate demand for the general product class or entire industry. Often used as part of a promotional strategy to help a new product gain market acceptance, since the challenge is to sell customers on the product concept as much as to sell a particular brand. An advertiser might concentrate on stimulating primary demand when its brand dominates a market and will benefit the most from overall market growth.
________ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

A)National
B)Selective-demand
C)Professional
D)Trade
E)Retail
D)Trade
Trade advertising
Targeted to marketing channel members such as wholesalers, distributors, and retailers. The goal is to encourage channel members to stock, promote, and resell the manufacturer's branded products to their customers.
Which statement correctly states a primary difference between publicity and advertising?

A)Unlike advertising, publicity is done only by retailers.

B)Unlike publicity, advertising does not utilize mass media.

C)Unlike advertising, publicity is not paid for by the sponsoring organization.

D)Unlike advertising, publicity is institutional in character.

E)Unlike publicity, advertising leads to less skepticism among consumers.
C) Unlike advertising, publicity is not paid for by the sponsoring organization.
refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. It usually comes in the form of a news story, editorial, or announcement about an organization and/or its products and services.
Publicity
A local newspaper published an article about Pluto Inc.'s latest line of shoes. The shoes were made with used clothing sourced from households across the country. The article also included select photographs and offered consumers a "sneak peek" into the manufacturing process. This form of nonpersonal marketing communication is known as

A)sales promotion.

B)digital marketing.

C)personal selling.

D)public relations.

E)publicity.
E) Publicity
Reflective Enterprises is working with Productivity Marketing to create separate strategies for several of their consumer segments. This approach is called

A)concentrated marketing.

B)positioning.

C)a salient attribute.

D)differentiated marketing

E)undifferentiated marketing.
D)differentiated marketing
involves marketing in a number of segments, developing separate marketing strategies for each.
Differentiated marketing
Money Backed Enterprises has hired Productivity Marketing to analyze their market potential by segmenting the consumers of their products on the basis of family size, education, and income. This approach is called

A)geographic segmentation.

B)behavioristic segmentation.

C)demographic segmentation.

D)psychographic segmentation.

E)benefit segmentation.
demographic segmentation
demographic segmentation
Dividing the market on the basis of demographic variables such as age, sex, family size, education, income, and social class is called demographic segmentation.
Creative Boutiques brand has had a long-standing consumer base aged 12-21. The boutique market has become saturated by competition causing Creative Boutiques to expand their produce line by partnering with a celebrity designer of premium brand business casual wear. They are also changing the name of their stores in metro market high-end malls to Creative Designs. This positioning strategy is called


A)premium brands.

B)product symbolism.

C)one voice.

D)brand equity.

E)repositioning.
E) Repositioning
repositioning
Repositioning a product usually occurs because of declining or stagnant sales or because of anticipated opportunities in other market positions. Repositioning is often difficult to accomplish because of entrenched perceptions about and attitudes toward the product or brand.
Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised in the colder regions of Asia and Europe. This is an example of

A)demographic segmentation.

B)psychographic segmentation.

C)sociocultural segmentation.

D)geographic segmentation

E)undifferentiated marketing.
geographic segmentation
geographic segmentation
In the geographic segmentation approach, markets are divided into different geographic units. These units may include nations, states, counties, or even neighborhoods. Consumers often have different buying habits depending on where they reside. Regional differences may exist in regard to food, drinks, attitudes toward foreign products, and the like.
Brown's Frozen BBQ Sandwiches are made with goat meat drenched in a sweet onion sauce. These sandwiches would not be popular in Texas, where people prefer beef, or in Miami, where a mustard-based sauce is preferred. Based on the company's desire to target specific regions, which segmentation approach would be best?



A)demographic

B)socioeconomic

C)personality

D)geographic

E)behavioristic
D) Geographic
In the geographic segmentation approach, markets are divided into different geographic units. These units may include nations, states, counties, or even neighborhoods. Consumers often have different buying habits depending on where they reside. Regional differences may exist in regard to food, drinks, attitudes toward foreign products, and the like.
Geographic segmentation
Jim's Inc., a travel agency in Texas, offers trips designed specifically for couples. In this scenario, the company is using ________ segmentation.

A) geographic
B) demographic
C)lifestyle
D)behavior
E)personality
B) Demographic
Dental Care, a dental hygiene products manufacturer, has come up with three types of toothpastes for different segments—whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germ-control toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market?

A) demographic
B)geographic
C)socioeconomic
D)benefit
E)sociocultural
D) Benefit

In purchasing products, consumers are generally trying to satisfy specific needs and/or wants. They are looking for products that provide specific benefits to satisfy these needs. The grouping of consumers on the basis of attributes sought in a product is known as benefit segmentation and is widely used.
With respect to the market coverage alternatives, ________ involves developing separate marketing strategies for a number of segments.

A) differentiated marketing
B) undifferentiated marketing
C)concentrated marketing
D)buzz marketing
E)B2B marketing
A) Differentiated marketing

Differentiated marketing involves marketing in a number of segments, developing separate marketing strategies for each.
Star Furniture designs and sells bedroom furniture for people who are over six feet tall, attempting to capture a large share of this relatively small target market. Which strategy is the company employing?

A)differentiated marketing
B)bait-and-switch marketing
C)undifferentiated marketing
D)concentrated marketing
E) mass marketing
D) Concentrated marketing

Concentrated marketing is used when a firm selects one segment and attempts to capture a large share of the market.
Momentum, a car manufacturer, positions one of its convertibles as "the best natural tanning tool known to man." This positioning strategy is based on

A) product attributes and benefits.
B) cultural symbols.
C) product user.
D) price/quality.
E) product class.
A) Product attributed and benefits

Momentum is using a positioning strategy based on product attributes. A common approach to positioning is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit.
Henry's Supermarkets have been very effective in positioning themselves as stores that offer superior products at a discounted rate. Henry's strategy reflects positioning based on

A) benefit.
B) applications.
C) use.
D) price/quality.
E) product class.
D) Price/quality

Henry's Supermarkets is using a positioning strategy based on price. Marketers often use price/quality characteristics to position their brands. One way to use price/quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price.
The use of comparative advertising has become increasingly more common. Which positioning strategy does this kind of advertising reflect?

A) positioning by product user
B)positioning by product class
C) positioning by competitor
D)positioning by price/quality
E)positioning by cultural symbol
C) positioning by competitor

Competitors may be as important to positioning strategy as a firm's own product or services. Advertisers used to think it was a cardinal sin to mention a competitor in their advertising. However, in today's market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category.
________ are programs designed to persuade the retailer to promote a manufacturer's products.

A)Promotional pull strategies
B)Bait marketing strategies
C)Buzz marketing strategies
D)Promotional push strategies
E)Switch marketing strategies
D)Promotional push strategies

Programs designed to persuade the trade to stock, merchandise, and promote a manufacturer's products are part of a promotional push strategy. The goal of this strategy is to push the product through the channels of distribution by aggressively selling and promoting the item to the resellers, or trade.
When large corporations with multiple divisions and many different products/services and brands find it difficult to manage all the advertising, promotional, and other functions, they often use

A)a preset system.
B)a manual system.
C)an automated system.
D)a centralized system.
E)a decentralized system.
E)a decentralized system.

In large corporations with multiple divisions and many different products/services and brands, it is difficult to manage all the advertising, promotional, and other functions though a centralized department. These types of companies generally have a decentralized system, with separate sales and marking departments for various divisions, product lines, or businesses.
An advertising agency that offers clients a one-stop shop with a full range of marketing, communications, and promotion services—including planning, creating, and producing the advertising, performing research, and selecting media—is called

A) a full-service agency.
B)an in-house agency.
C)an intra-departmental agency.
D)an in-service agency.
E)an inter-departmental agency.
A) a full-service agency.

Many companies employ what is known as a full-service agency, which offers its clients a full range of marketing, communications, and promotion services, including planning, creating, and producing the advertising, performing research, and selecting media.
Joy continues her decision-making process for updating her 1980s kitchen. She is now comparing the warranties and services available for various brands. What stage of the decision-making process has Joy has entered?

A) problem recognition
B)information search
C)alternative evaluation
D) attitude formation
E) purchase decision
C)alternative evaluation

When a consumer's internal psychological process is attitude formation, she is likely to be in the stage of alternative evaluation in the decision-making process.
Blueberry Designs is known for their trademark BD and their patented Blueberry-colored soles on every pair of shoes. When the Blueberry color appears in ads, consumers take notice. This notice is called

A) selective exposure.
B)selective retention.
C)mnemonics.
D)selective comprehension.
E) selective attention.
E) selective attention.

In this example, Blueberry Designs is using contrast to overcome selective attention, which occurs when the consumers chooses to focus attention on some stimuli while excluding others.
________ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.

A) Problem recognition
B) Internal information search
C) External information search
D)Alternative evaluation
E) Postpurchase evaluation
B) Internal information search

The initial search effort often consists of an attempt to scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives. This information retrieval is referred to as internal search.
After purchasing a fancy-cut diamond ring for his wife, Jason feels dissatisfied with his purchase. He feels that the ring was overpriced and poorly cut. Moreover, Jason thinks that he should have selected the round brilliant-cut diamond rather than the fancy-cut diamond. In this scenario, Jason is experiencing

A) impact bias.
B)cognitive dissonance.
C)psychosocial heurism.
D)belief-bias effect.
E)overregularization.
B)cognitive dissonance.

Jason is experiencing cognitive dissonance. Cognitive dissonance is a feeling of psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice. Dissonance is more likely to occur in important decisions where the consumer must choose among close alternatives (especially if the unchosen alternative has unique or desirable features that the selected alternative does not have).
During events like the Academy Awards, celebrities receive gift bags backstage and at after-parties. Sponsors hope the celebrities will talk about these goodies, sparking consumer interest and generating a type of word-of-mouth marketing called

A) viral marketing.
B) encoding.
C)buzz marketing.
D)seeding.
E) decoding.
C)buzz marketing.

Buzz marketing is a term used to describe word-of-mouth communication about a company, its product/services, and/or brands as well as its advertising messages and is often encouraged by a marketer. Efforts by marketers to generate word-of-mouth discussion about their brands is really nothing new as tactics such as handing out samples and providing products to influential people and encouraging them to recommend the brand to others have used for many years.
Jim, a doctor, takes out a print ad to advertise his new clinic. He opts for a full-page ad in a weekly publication known as Doctor's Info. According to the basic model of communication, Doctor's Info is the

A) channel.
B)receiver.
C)encoder.
D)source.
E)decoder.
A) channel.

In this example, Doctor's Info is the channel used for communication. A channel is the method by which a communication travels from a source or sender to a receiver.
Which communication process will be most influenced by the experiences, perceptions, attitudes, and values of a message recipient?

A) channel transmission
B)decoding
C)noise
D)feedback
E)transmission
B)decoding

Decoding is the process of transforming a sender's message back into thought. This process is heavily influenced by a receiver's frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.
The experiences, perceptions, attitudes, and values a consumer brings to a communication situation are referred to as his or her

A) semiotic involvement.
B) field of experience.
C)common ground.
D)source characteristics.
E) selective bindings.
B) field of experience.

Decoding is the process of transforming a sender's message back into thought. This process is heavily influenced by a receiver's frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation.
A study conducted by Scott Hawkins and Stephen Hoch found that under ________ conditions, repetition of simple product claims increased consumers' memory of and belief in those claims, and other items bought without much consideration use a heavy repetition strategy.

A) individual response
B)standard learning
C)dissonance/attribution
D)low-involvement
E) customary learning
D)low-involvement

The low-involvement hierarchy tends to occur when involvement in a purchase decision is low, there are minimal differences among brand alternatives, and mass-media (especially broadcast) advertising is important.
Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed it contains only natural herbal extracts and milk proteins. The ad also stated that Savvy's products were free of sodium laureth sulfate. Bianca instantly remarked, "I'm going to try this shampoo. I think I will like it." Bianca's response to the ad is an example of a

A)negative source bolster.
B)source derogation.
C)support argument.
D)counterargument.
E)positive source bolster.
C)support argument.

Bianca is expressing a support argument. Support arguments are the thoughts of a consumer that affirm the claims made in an advertising message.
Which of the following statements is true about celebrity endorsements?

A)Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.

B)When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses.

C)Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.

D)Typically, the use of celebrity endorsers is highest in news and business publications.

E)Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a service.
C)Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.


Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.
Which of the following source characteristics is likely to suffer when a celebrity endorses too many products and is seen too often by consumers?

A) expertise
B) trustworthiness
C)physical attractiveness
D)compliance
E)internalization
B) trustworthiness

Consumers are often skeptical of endorsements because they know the celebrities are being paid. This problem is particularly pronounced when a celebrity endorses too many products or companies and becomes overexposed.
A magazine advertisement reads, "Is it just forgetfulness or is it Alzheimer's disease?" and then lists the warning signs of Alzheimer's, stating its strongest point first to gain reader attention on a subject that most people would rather not consider. The rest of the ad describes a new prescription medicine to treat mild and moderate cases of Alzheimer's. The advertisement uses a ________ to arouse interest.

A) primacy effect
B)recency effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy
A) primacy effect

In this scenario, the advertising is using a primacy effect. Presenting the strongest arguments at the beginning of a message assumes a primacy effect is operating, whereby information presented first is most effective.
An advertisement that places the strongest points at the end of a message assumes a ________, whereby the last arguments presented are the most persuasive.

A) recency effect
B)primacy effect
C)sleeper effect
D)credibility effect
E)compliance hierarchy
A) recency effect

Putting the strong points at the end assumes a recency effect, whereby the last arguments presented are most persuasive.
The beginning of an ad in a women's magazine reads, "Charlotte BB cream has been approved by dermatologists. It is good for sensitive skin and has no side effects." The rest of the ad copy explains the benefits of the BB cream and features user testimonials. By placing its most important message in the heading, the ad's source is hoping its message benefits from the

A) primacy effect.
B)recency effect.
C)sleeper effect.
D)credibility effect.
E)compliance hierarchy.
A) primacy effect.

In the above scenario, Charlotte BB cream is attempting to use the primacy effect. Presenting the strongest arguments at the beginning of a message assumes a primacy effect is operating.
In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but admits to possessing a bittersweet taste. This is an example of a

A) one-sided message.
B)two-sided message.
C)confrontational appeal.
D)conclusive message.
E)slice-of-life commercial.
B)two-sided message.

In these ads, Xenon uses a two-sided message. A two-sided message presents both good and bad points. Two-sided messages are more effective when the target audience holds an opposing opinion or is highly educated.
When SeaWorld Entertainment ran an integrated campaign to defend itself against criticism by the animal activist group PETA, it was using ________ messages.

A) sleeper
B) indirect
C) confrontational
D)refutational
E) slice-of-life
D) Refutational

Refutational messages may be useful when marketers wish to build attitudes that resist change and/or must defend against attacks or criticism of their products or the company.
"Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame, Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Ménage magazine is an example of

A) confrontational advertising.
B) two-sided advertising.
C)comparative advertising.
D)a recency appeal.
E)refutational advertising.
C)comparative advertising.

Silk Sheen is using comparative advertising. Comparative advertising is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.
During the live television broadcast of a basketball game, an ad for Humberto's Pizza is aired frequently during the commercial breaks. Jason, who is watching the game on TV, expresses annoyance every time he sees the pizza commercial. Humberto's Pizza's commercial is likely to be facing

A) a qualitative degradation.
B) a fear appeal.
C)a wearout.
D)a commercial reactance.
E) a refutation.
C)a wearout.

In this scenario, the repetition of Humberto's ads has created a wearout. Wearout refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly. Wearout may occur if consumers no longer pay attention to a commercial after several exposures or become annoyed at seeing or hearing an ad multiple times.
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