Advertise Series 2 November 29, 2020wefru 0 Created on November 29, 2020 By wefru Advertise Series 2 CHECK YOUR BROAD SKILLS 1 / 10 Q11. By definition, _______________ simply means that consumers come in contact with the marketer's message. Perception Exposure Attention Comprehension 2 / 10 Q12. Which one of the following is the greatest obstacle to implementing integrated marketing communications? Few providers of marketing communications services have the skills to execute IMC programs. There is a lack of interest in IMC by top management. The cost for implementing an IMC program is difficult to justify. Marketing directors are essentially performing the IMC function now. 3 / 10 Q13. According to the HEM, consumer behavior is seen as ______________________ Rational highly cognitive Emotional Systematic 4 / 10 Q14. The first step of the objective-and-task method is ____________________ assessing the communications functions establishing specific marketing objectives that need to be accomplished determining advertising's role in the total communication mix establish the budget based on estimates of expenditures required to accomplish the advertising goals 5 / 10 Q15. Which value is derived from the need for variety and achieving an exciting life? self-direction hedonism achievement stimulation 6 / 10 Q16. A good copy-testing system needs to provide measurements that are __________________ relevant to the advertising objectives relevant to the advertising budget relevant to the advertising media relevant to the advertising script 7 / 10 Q17. The concept of effective reach states that fewer exposures to advertisements are required _________________________ when humor is used when comparative advertising is used for brands with higher market shares and greater customer loyalty for necessities 8 / 10 Q18. Laddering is a marketing research technique that has been developed to identify links between ___________________________ attributes, consumers, and values attitudes, consumers, and values attributes, consequences, and variables attributes, consequences, and values 9 / 10 Q19. Which of the following is NOT a problem with television advertising? escalating advertising costs erosion of television viewing audiences substantial audience fractionalization inability to achieve impact 10 / 10 Q20. The premise underlying geodemographic targeting is that people who _____________________ also share demographic and lifestyle similarities. are in the same income category reside in similar areas are of the same age are of the same gender Your score isThe average score is 0% LinkedIn Facebook Twitter VKontakte 0% Restart quiz