Kent MKTG450 quiz 2

Question 1According to the Foote Cone & Belding (FCB) planning model, the _____ strategy is for highly involving products where rational thinking and economic considerations prevail.habitualinformativeaffectivesatisfactiondissonance reduction1 points Question 2Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, “Introducing the Best-Performing Battery System in All of Creation.” This ad was based on the Rayovac Renewal alkaline batteries:unique selling proposition.flexibility.inherent drama.tangibility.brand equity.1 points Question 3According to well-known advertising executive John O’Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):unique selling theme.epiphany.revelation.big idea.illumination.1 points Question 4The _____ model explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands.standard learningdissonance/attributionlow-involvementcognitive response5-Ws1 points Question 5_____ is the approach to finding a major selling idea can be done on the basis of product attributes, price/quality, usage or application, product users, or product class.Brand imageInherent dramaUnique selling propositionPositioningEmotional appeals1 points Question 6According to the FCB planning model, a package goods company might want to send out free samples to generate trial and follow this with discount coupons to encourage repeat purchase when using a(n) _____ strategy.informativeaffectivehabit formationself-satisfactioncounter arguing1 points Question 7The repeated use of the “Got milk” slogan by America’s Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy.standard learninglow-involvementdissonance/attributionhabit formationinformative processing1 points Question 8Marketers of _____ often must communicate with passive, uninterested consumers who may focus more on non-message elements such as music, slogans, and jingles than on message content.employment servicesketchup, mustard, margarine, and soy saucepersonal computersx-ray machines, road building equipment, and walk-in refrigeration unitsbusiness-to-business services such as advertising agencies1 points Question 9_____ perform specialized functions that the various participants in integrated marketing communication process use in planning and executing advertising and other promotional functions.Media servicesCompensation servicesCollateral servicesTraffic servicesIn-house agencies1 points Question 10Geico’s gecko, the Green Giant, and the AFLAC duck are examples of:visual image personalities.affective characters.selectively remembered personalities.high-involvement advertising appeals.cognitively processed characters.