Which method of developing a marketing communications budget uses computer simulations to model the relationship between advertising and marketing communications and sales

 

Question 1 

1. Trust represents a customer’s      belief in the efficacy and reliability of a brand.

True

False

2 points

Question 2 

1. Pleasure cruises and exotic      vacations take advantage of which consumer behavior trend?

 

Health emphasis

 

Cocooning

 

Experience pursuits

 

Active, busy lifestyles

2 points

Question 3 

1. Which method of developing a      marketing communications budget uses computer simulations to model the      relationship between advertising and marketing communications and sales,      profits, and other factors?

 

Payout planning

 

Objective and task

 

Quantitative models

 

Meet the competition

2 points

Question 4 

1. Individuals perform only one role      in the buying center, but there can be more than one individual involved      in any particular role.

True

False

2 points

Question 5 

1. The marketing leaders of the New      Orleans Saints football team developed an advertising campaign targeted at      teenagers. This is an example of the demographic segmentation variable of:

 

age.

 

gender.

 

ethnicity.

 

income.

2 points

Question 6 

1. Coca-Cola runs the same      advertisement in all French-speaking countries. This is an example of:

 

standardization.

 

integration.

 

customization.

 

diversified IMC theme.

2 points

Question 7 

1. Individuals within the buying      center who shape the purchasing decision by providing information or      criteria that should be used in evaluating alternatives are called      deciders.

True

False

2 points

Question 8 

1. When Domino’s Pizza sought to      increase sales and return customers, one key tactic was to:

 

change the brand.

 

buy the largest competing pizza   chain.

 

raise prices.

 

enter new markets.

2 points

Question 9 

1. The process of creating television      commercials, print ads, and retail coupons are examples of encoding.

True

False

2 points

Question 10 

1. The competitive environment is now      more: