According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?
A) attention
B) exposure
C) reception
D) adoption
E) conviction
Answer: E
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Marketing Management Chapter 15
- Which of the following marketing communications tools is most effective at the later stages of the buying process?
- Marketing communications budgets tend to be higher when ________.
- Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Kelly and Trent use to arrive at the marketing communications budget?
- Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. They pore over the sales reports and other financial records and determine the amount of resources they can spare for marketing communications, after resources have been allocated to other functions, such as R&D, logistics, etc. What method did Kelly and Trent use to arrive at the marketing communications budget?
- Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company's marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Kelly and Trent use to arrive at the marketing communications budget?
- Which of the following is a characteristic of the affordable method of establishing a marketing communications budget?
- Which of the following is a form of mass communications channel?
- Personal influence in marketing communications carries great weight when ________.
- Which of the following is a form of earned media for marketing communication messages?
- Top Gear is an award-winning British television series about motor vehicles, mainly cars. It is presented by a set of hosts who test drive new cars and provide reviews on the cars' performance, their prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?
- Which of the following personal communications channels consist of family members, neighbors, friends, and associates talking to target buyers?
- Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?
- Which of the following is an example of a personal communications channel?
- Which of the following marketing communications principles implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience?
- ______ is one of the sources of a spokesperson's credibility that refers to the specialized knowledge that he or she possesses to claim.
- Which of the following ads depict an informational appeal?
- Which of the following ads depict a transformational appeal?
- A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.
- A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or benefits.
- Creative strategies refer to _______.
- One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?
- One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following relevant brand needs is emphasized by an advertisement for dish-washing gloves?
- One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a positively oriented relevant brand need?
- One of the possible objectives of marketing communications is helping consumers evaluate a brand's perceived ability to meet a currently relevant need. Which of the following is a negatively oriented relevant brand need?
- When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?