C1 CAA

Which of the following is most closely associated with the introduction of mass production and a new emphasis on the wider distribution of products?

• the Renaissance

• the Industrial Revolution

• the Dot Com Revolution

• the Early Age of Agencies

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

• sales promotion

• direct-response

• word of mouth

• public relations

According to Maslow's Hierarchy of Needs, which level of needs includes self-fulfillment and enriching experiences?

• Ego needs

• Belongingness needs

• Safety needs

• Self-actualization needs

A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.

• subculture

• family

• social class

• reference groups

Products with a low involvement usually have which of the following? Choose one right answer.

• Low price

• Less technical details

• Low risk

• All of above

Which of the following is true about secondary research?

• finding collected for the first time from original sources

• investigate how people think and behave

• background research that gathers already published information

• test hypotheses using carefully designed experiments

________ compiles information about the product, the product category, and other details of the marketing situation that will impact the development of the advertising strategy.

• Advertising research

• Market research

• Consumer research

• Strategic research

What is targeting?

• divide a market into groups of people who can be identified

• research the market to collect data for the advertising

• identifies the group that would be the most responsive to an advertising message about the product

• choose the most position to compete with other competitors in the same segments.

Which of the following is NOT one of the characteristics used to segment groups?

• geographics 

• psychographics

• behavioral characteristics 

• motivation to buy products

What is an in-house agency?

• An agency that encompasses account management, creative services, media planning, and account planning

• An agency that is a part of the advertiser/brand’s organization

• An agency that is a part of large conglomerations under a central ownership

• An agency that gathers market intelligence and acts as the voice of the consumer.