Integrated Martoting Communicaton Comses

Name

PART $1$ Eech question is $3$ points

Each of the following is an evaluation

criterion that should be considered in

selecting an advertising agency except:

A$)$ creative reputation and capabilities.

B$)$ industry regulations.

C$)$ production capabilities.

D$)$ media purchasing capabilities.

When Maya decides she needs some new

clothes, she will spend considerable time

comparing the various brands and will often

go to several retail stores. Maya has a:

A$)$ low need for cognition.

B$)$ high need for cognition.

C$)$ low level of shopping enthusiasm.

D$)$ high level of shopping enthusiasm.

A low$-$price, low$-$involvement purchase is

likely to begin with which component of an

attitude?

A$)$ Affective

B$)$ Cognitive

C$)$ Conative

D$)$ Value

If an advertisement by Pampers is designed

to appeal to a person's emotions first, the ad

addresses which component of an attitude?

A$)$ Affective

B$)$ Cognitive

C$)$ Conative

D$)$ Value

An evoked set is the set of brands that:

A$)$ are part of a person's memory, but not

considered because they elicit negative

feelings.

Sudient Nuwber

B$)$ the consumer has awareness of$,$ but has

neither negative or positive feelings toward.

c$)$ o person woulci consider as polential

solutions to meet a need or want.

D$)$ are viewed by a consumer as being

approximately equal in terms of quality.

The first step in the IMC planning process is:

A$)$ communications rescarch.

B$)$ defining the firm's target market.

C$)$ an analysis of the product positioning.

D$)$ developing communications objective.

Market segments should be internally:

A$)$ heterogeneous.

B$)$ qualitative.

C$)$ unique.

D$)$ homogeneous.

Attitudes, interests, and opinions are

reflected in which type of mariket segment?

A$)$ Demographic

B$)$ Geographic

C$)$ Psychographic

D$)$ Product

A restaurant that advertises "the best food

and best service in town $"$ uses which form of

positioning?

A$)$ Product attributes

B$)$ Competitors

C$)$ Use or application

D$)$ Price$-$quality relationship