1. Attitudes toward a brand result from a combination of __________________ attitude-formation
processes.
a) primary and secondary
b) linear and non-linear
c) associative and non-associative
d) central- and peripheral-route
2. A strength of radio advertising is ________________
a) the ability to reach segmented audiences
b) low cost per thousand
c) short lead-times
d) All of the above
3. In a _________________ advertising schedule, advertising is used during every period of the
campaign, but the amount of advertising varies considerably from period to period.
a) flighting
b) dated
c) plotted
d) pulsing
4. Marketers can enhance the consumers' ability to access knowledge structures by ________________
using loud music
a) using colorful ads
b) employing verbal framing
c) repeating brand information
d) increasing curiosity about the brand
5. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product
are known as ______________________
a) Sponsorship
b) Advertising
c) personal selling
d) sales promotion
6. A detergent that advertises how clean it gets clothes is appealing to the ___________________
consumer need
a) Functional
b) Symbolic
c) Biological
d) Utilitarian
7. Which of the following is NOT a requirement for setting advertising objectives?
a) Objectives must specify the amount of change.
b) Objectives must be stated in terms of profits.
c) Objectives must be realistic.
d) Objectives must be internally consistent.
8. The ______________________ component of attitudes focuses on behavioral tendencies
a) Affective
b) Instrumental
c) Conative
d) Cognitive
9. The process of translating thought into a symbolic form is known as _____________________
a) Encoding
b) Feedback
c) Noise
d) Decoding
10. Margaret Stephens notices the television commercial because of the loud sounds. This is an example
of ______________________
a) exposure
b) involuntary attention
c) nonvoluntary attention
d) voluntary attention