MKT304 1-38/138

MKT304 1-38/138

University

38 Qs

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MKT304 1-38/138

MKT304 1-38/138

Assessment

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Education

University

Practice Problem

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Nhựt Trần Minh

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38 questions

Show all answers

1.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on:

A. product benefits.

B. brand personality.

C. feelings or emotional attachments to the brand.

D. rational motives.

E. competitive advantage over similar products in the market.

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of:

A. ad-to-consumer relevance.

B. brand-to-consumer relevance.

C. positioning strategy.

D. inherent drama.

E. an animatic.

3.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

A commercial for Omachi shows singer My Linh preparing breakfast for her husband and children. She also talks about her point of view in choosing appropriate noodles for her family. This commercial is effective in part because it utilizes _____ and _____ .
Select one or more:

a. slice-of-life

b. spokesperson-oriented

c. celebrity expertise

d. reputational

e. power-based

4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Regular sponsorships

occur when a company pays to sponsor a section of a site

O

5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Advertisers can prevent consumers from zapping commercials by:

A. introducing "commercial-free" programming.

B. producing commercials that are meaningful and that attract and hold attention.

C. devising shorter commercial formats.

D. using product placements.

E. advertising more on cable television.

6.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

When we mention _____, it refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

a. syndication

b. regional advertising

c. spot advertising

d. network advertising

e. sponsorship

7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Measuring the effectiveness of PR activities provides which of the following advantages?

A. It helps deal with the problem of clutter.

B. It reduces the high absolute costs connected with PR activities.

C. It helps in reaching specific audience groups.

D. It helps in completing the communication process.

E. It gives management a way to judge the quality of public relations achievements and activities.

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