Homework 8 - Questions

Chapter 4

Q1. Competitors, opportunities, target markets, customers, and product positioning are all characteristics of _________?
A. Distribution
B. Promotions Opportunity Analysis (POA)
C. Situational Analysis
D. Communication Market Analysis
Answer D

Q2. What is the process of identifying specific purchasing groups based on their needs, attitudes, and interests?
A. Market Segmentation
B. Consumer Segments
C. Business Segments
D. Demographics
Answer A



Chapter 5

Q1. An effective IMC means that every member of the organization works toward the goal of reaching consumers with a clear and consistent message.
A. True
B. False
Answer True

Q2. To convince consumers a brand is more superior then others is an example of which advertising goal?
A. To inform
B. To persuade
C. To support other marketing efforts
D. To encourage action
Answer B



Chapter 6

Q1. According to class lecture, white space is extremely important in advertisements because it helps text stand out.
A. True
B. False
Answer True

Q2. A _______ is designed to move the consumer from understanding the product's benefits to linking those benefits with personal values.
A. Executional framework
B. Product attributes
C. Leverage point
D. Consumer Benefits
Answer C



Chapter 7

Q1. Cognitive, affective, and conative are all apart of ________?
A. AFLAC DUCK
B. Message Strategies
C. Corporate Advertising
D. Comparative
Answer B

Q2. ________ is the plot or scenario within which you situate your ad.
A. Animation
B. Slice of life
C. Testimonials
D. Executional frameworks
Answer D