IMC301c-Review MOOC 4

•The range of purchase and consumption situations where the brand comes to mind is considered as:

• Brand meaning

• Brand equity

• Breadth of brand awareness

• Depth of brand awareness

Please state which of the below concepts describe how well a market offering fulfills customer needs. 

• Brand salience

• Brand feelings

• Brand imagery

• Brand performance

___________ loyalty is habitual. The consumer is loyal to the product not because of an emotional or rational involvement, but simply because of a routine that he or she has established.

• Head loyalty

• Heart loyalty 

• Hand loyalty

Please read the following definition: People tend to seek out the viewpoints that they agree with. Please indicate which step of the Selective Processes Theory, this definition corresponds to? 

• Selective Perception

• Selective Retention

• Selective Exposure

• Selective Attention

• Selective Comprehension  

Please indicate which of the following is NOT one of the dimensions of the FCB Grid? 

• Low involvement

• Reactive

• Affective

• Thinking

• a.High involvement

___________ effect occurs at the point where the advertising or communication begins to affect consumer responses in a more positive direction and have greater incremental effect on sales.

• Threshold

• Carry-over

• Diminishing returns

• Wear-out

• Decay

Which message strategy is most linked with emotions?

• Conative

• Hyperbole

• Affective

• Cognitive

Which conative message strategy is linked to impulse buys?

• Action-inducing

• Unique selling proposition

• Resonance

Which type of executional framework seeks to convince buyers that a product is superior through using some type of expert or evidence?

• Slice-of-Life

• Fantasy

• Authoritative

• Dramatization

When a product solves a daily life problem, which type of executional framework do you think is more suitable for the product’s advertising?

• Authoritative

• Fantasy

• Informative

• Slice-of-life