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Question
Message testing research comes in different types: _________ research occurs before an ad is placed and ___________ research occurs during and/or after the ad has run.
a. pretest; post-test
b. projective; association
c. developmental; fundamental
d. fundamental; developmental
Answer
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Related questions
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P-O-P materials effectiveness is measured
a. almost exclusively on the basis of sales.
b. using retailer receptivity.
c. by how long the display stays up before it is removed by the retailer.
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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Physiological measures include all of the following EXCEPT
a. eye-tracking systems.
b. psychogalvanometers.
c. voice response analysis.
d. resonance tests.
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a. thought listing.
b. resonance test.
c. motive test.
d. concept test.
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a. imparting knowledge.
b. shaping attitudes.
c. attaching feelings and emotions.
d. all of the above
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Joe, the brand manager for Mega brands Surf laundry detergent asks his ad agency ABC-XYZ for information on how well the proposed advertisement scored against average campaigns of its type. Joe is asking for
a. normative test scores.
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c. trustworthiness data.
d. a resonance test.
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____________ 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
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Visits are the number of different people visiting X site during Y time.
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Unique visitorsthe number of different people visiting a site during a specified time periodis the most reasonable measure of visits to a site. A new user is determined from the users registration with the site. Besides the address, page, and time, a website can find out the referring link address, which provides insight into which links people are taking to the site. Knowing which links bring people to the site can be helpful in planning online advertising. However, this method identifies visitors by their IP numbers, and many Internet service providers use a dynamic IP number, which is different every time a given user logs in through the service.
Q:
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.
d. hourly.
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The decision on sales force structure is driven by two considerations: and
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a. qualitative; quantitative considerations
b. the nature of the product; the nature of the market
c. internal; external resources
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AIDA stands for
a. attention-interest-desire-action.
b. attraction-interest-desire-accomplishment.
c. attention-income-development-action.
d. attrition-investment-detection-attraction.
Q:
Which of the following is NOT one of the roles of personal selling?
a. market analysis
b. communications
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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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If the salesperson has correctly followed the personal selling process then the sale will essentially close itself.
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(Scenario 7-5) Country X is part of a market where 75% of the world lives. Which of the following types of country is Country X?
a. Less developed nations c. Highly industrialized nations
b. Newly industrialized countries d. Techno-forward countries
Q:
(Scenario 7-5) Country X's consumers are, on average, much younger than consumers in the United States. Which of the following world regions in Country X most likely located in?
a. North America c. Western Europe
b. Asia d. Africa
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(Scenario 7-5) Country X buys a lot more of Ash's products for use in food processing than they do for direct sales to consumers. Which of the following classes of economic development likely best describes Country X?
a. a G-8 country c. an EU or EC country
b. a less-developed country d. a newly industrialized country
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(Scenario 7-4) A small U.S.-based company that makes and markets gardening tools has entered the Chinese market. However, management has been very frustrated by a lack of standardization in its strategic and creative efforts to reach the different regions of the country. The company is most likely using
a. a regional agency. c. its domestic agency.
b. a global agency. d. local agencies.
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(Scenario 7-4) In an attempt to get a fix on whether or not to enter this market, an advertiser performs an analysis of economic conditions. Which piece of information is this analysis most likely to reveal?
a. Television stations often charge a higher rate for foreign-owned enterprises to advertise.
b. 37.3 percent of the total population is between the ages of 15 and 34.
c. Chinese consumer trust in advertising is among the highest in the world.
d. Most Chinese consumers have annual incomes of less than $1000.
Q:
(Scenario 7-2) Which of the following is not an argument for the localization of marketing efforts?
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.
Q:
(Scenario 7-2) If Leo Burnett is going to prepare advertisements for one of Heinz's promotions, it will have to pay special attention to ____, as its use requires the most localized market knowledge.
a. outdoor advertising c. radio advertising
b. newspaper advertising d. global television network advertising
Q:
(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.
b. using global advertising. d. a victim of the regulatory challenge.
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The medium with the most localized worldwide coverage is
a. television. c. magazines.
b. radio. d. newspapers.
Q:
Which of the following is assisting media buyers in meeting the global media-buying challenge?
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
d. The emergence of global television networks
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The book describes three distinct challenges that complicate the execution of advertising in international settings. The three challenges that must be overcome are
a. the verbal, the visual, and the symbolic.
b. product, promotion, and price.
c. creative, media, and regulatory.
d. comprehension, retention, and interpretation.
Q:
Many newly industrialized countries have a distinct opportunity to surge ahead economically; it is called
a. the natural resource dividend c. the demographic dividend
b. the cultural dividend d. the technology dividend
Q:
When a company breaks the world into three classes of economic conditions, it does so because
a. tastes and preferences tend to be similar within economic classes.
b. cultures in newly industrialized countries are often easier to understand.
c. values tend to be similar within economic classes.
d. it helps define the economic capabilities of consumers.
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Nearly 75 percent of the world's population lives in
a. less-developed countries. c. emerging economies.
b. newly industrialized countries. d. highly industrialized countries.
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(Scenario 1-6) Gillette's direct mail advertising campaign is best considered ____ promotion.
a. global c. international
b. national d. regional