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Question
____________ is a more broad-based research approach that relies on data collection methods that are more qualitative than quantitative and include the use of videotape, audiotape, and photography in an effort to investigate an issue more holistically.
a. Account planning
b. Naturalistic inquiry
c. A theater test
d. Psychogalvanometer research
Answer
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Related questions
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a. almost exclusively on the basis of sales.
b. using retailer receptivity.
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d. through telephone surveys of recall by shoppers of the store.
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The basic premise behind a recall test is that
a. if a person likes an advertisement, he or she is more likely to buy the product.
b. the more a person can remember about an advertisement, the more effective the advertisement.
c. most advertisements will be remembered after three exposures.
d. for an advertisement to work, it first has to be remembered.
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a. eye-tracking systems.
b. psychogalvanometers.
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a. pretest; post-test
b. projective; association
c. developmental; fundamental
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Determining the extent to which a message rings true with target audience members is referred to as a(n)
a. thought listing.
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Big Burgers runs a promotional campaign stressing the warm feeling you will receive from eating in the restaurant. The campaign is called MORE! The objective is to have everyone feeling that Big Burger is their burger place rather then achieving some more rationale change in beliefs. Research later shows that consumers polled do closely identify with Big Burger and just feel better about it then the competition. The campaign has succeeded against the objective of
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If there are significant nonselling tasks in a sales job then the most appropriate compensation
method is
a. salary.
b. commission.
c. a combination of salary and commission.
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The decision on sales force structure is driven by two considerations: and
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a. qualitative; quantitative considerations
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AIDA stands for
a. attention-interest-desire-action.
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Which of the following is NOT one of the roles of personal selling?
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Promotional materialssamples, catalogs, product brochures are considered an advertising expense and are not a part of the personal selling budget.
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a. Less developed nations c. Highly industrialized nations
b. Newly industrialized countries d. Techno-forward countries
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a. North America c. Western Europe
b. Asia d. Africa
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a. a G-8 country c. an EU or EC country
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a. Television stations often charge a higher rate for foreign-owned enterprises to advertise.
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a. Different product attributes have different importance levels in different markets.
b. An effort cannot be successful if it ignores local customs and values.
c. Having to create individualized campaigns for local markets creates a powerful economy of scale.
d. A campaign is likely to fail if it does not fully assess and understand local competitive efforts.
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a. outdoor advertising c. radio advertising
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(Scenario 7-1) If PSA began marketing water purification in Tanzania without ever asking if the Tanzanian market knew anything about water pollution, the organization is
a. guilty of ethnocentrism. c. using a self-reference criterion.
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a. The reduction in the number of media options
b. The universal acceptance of advertising in media vehicles
c. The emergence of comprehensive, consistent cross-cultural regulations
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a. the verbal, the visual, and the symbolic.
b. product, promotion, and price.
c. creative, media, and regulatory.
d. comprehension, retention, and interpretation.
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a. the natural resource dividend c. the demographic dividend
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a. tastes and preferences tend to be similar within economic classes.
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Nearly 75 percent of the world's population lives in
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(Scenario 1-6) Gillette's direct mail advertising campaign is best considered ____ promotion.
a. global c. international
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