Advertising Promotion and Other Aspects of Integrated Marketing Communications 8th Edition Terence A. Shimp – Test Bank
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Sample Test
Chapter 3—Facilitating the Success of New Brands
TRUE/FALSE
1. The notions
of trial and repeat purchase are particularly apt for inexpensive consumer
packaged goods.
ANS:
T
PTS: 1
2. Huge
investments and concerted efforts to introduce new products and services almost
always guarantee success.
ANS:
F
PTS: 1
3. The
three main stages through which an individual becomes an adopter of a new or
even established product are the awareness, trier, and repeater classes.
ANS:
T
PTS: 1
4. The
first step in facilitating adoption is to make the consumer aware of a new
product’s existence.
ANS:
T
PTS: 1
5. The
four variables that influence the awareness class include free samples,
coupons, advertising, and price.
ANS: F
PTS: 1
6. Distribution
is one of the variables that influences the awareness class.
ANS:
T
PTS: 1
7. Free
samples is one of the variables that influences the trier class.
ANS:
T
PTS: 1
8. Demographics,
distribution, and price are the variables that affect the trier class.
ANS:
F
PTS: 1
9. Repeat
purchasing is a function of advertising, coupons, distribution, and product
satisfaction.
ANS: F
PTS: 1
10.
Consumer satisfaction is the major determinant of repeat
purchasing.
ANS:
T
PTS: 1
11.
Relative advantage is a function of consumer perception and
whether a product is better by objective standards.
ANS:
F
PTS: 1
12.
Relative advantage is positively correlated with an innovation’s
adoption rate.
ANS:
T
PTS: 1
13.
The degree to which an innovation is perceived to fit into a
person’s way of doing things is termed compatibility.
ANS:
T
PTS: 1
14.
Innovations that are compatible with a person’s existing
situation require more effort to incorporate into one’s consumption lifestyle.
ANS:
F
PTS: 1
15.
Products that suffer from images of incompatibility often do not
have sufficient funds to overcome their status.
ANS:
T
PTS: 1
16.
Compatibility refers to an innovation’s degree of perceived
difficulty.
ANS:
F
PTS: 1
17.
The extent to which an innovation can be used on a limited basis
prior to making a full-blown commitment is referred to as compatibility.
ANS:
F
PTS: 1
18.
In general, products that lend themselves to trialability are
adopted at a more rapid rate.
ANS:
T
PTS: 1
19.
Trialability is the degree to which the product user or other
people can observe the possible effects of new product usage.
ANS:
F
PTS: 1
20.
In general, products whose benefits lack observability are
generally slower in adoptability.
ANS:
T
PTS: 1
21.
It is possible to quantify the five adoption determining factors
in terms of their importance and evaluation of effectiveness to arrive at a
total score that indicates the likelihood that a new product will succeed.
ANS:
T
PTS: 1
22.
The adoption process is concerned with the issue of how an
innovation is communicated and adopted throughout the marketplace.
ANS:
F
PTS: 1
23.
Providing detailed warranty and complaint-procedure information
on labels or in package inserts can minimize negative word-of-mouth.
ANS:
T
PTS: 1
24.
A brand is a company’s unique designation, or trademark, which distinguishes
its offering from the other product category entries.
ANS:
T
PTS: 1
25.
The name chosen for a brand affects the speed with which
consumers become aware of the brand.
ANS:
T
PTS: 1
26.
Brand names can influence consumers’ perceptions and attitudes.
ANS:
T
PTS: 1
27.
A good brand name should be similar to its major competitor’s
brand name.
ANS:
F
PTS: 1
28.
A good brand name will help consumers to identify who your
competitors are.
ANS:
F
PTS: 1
29.
The Clayton Act of 1995 protects owners of brand names and logos
from other companies using identical or similar names.
ANS:
F
PTS: 1
30.
In legal terms, brand names and logos are referred to as
trademarks.
ANS:
T
PTS: 1
31.
Stealing well-known brand names is widely practiced in some
newly emerging market economies, such as China.
ANS:
T
PTS: 1
32.
Suggestive brand names provide consumers with the freedom to
interpret benefit claims that best meet their needs.
ANS:
F
PTS: 1
33.
Brand names sometimes are made-up names rather than selected
from actual words found in dictionaries.
ANS: T
PTS: 1
34.
Individual sounds provide meaning about a brand through a
process of sound transference.
ANS:
F
PTS: 1
35.
Research has demonstrated that brand names that include back
vowels (versus front vowels) convey attribute qualities such as smallness,
lightness, mildness, thinness, femininity, weakness, and prettiness.
ANS:
F
PTS: 1
36.
Because there has been a significant amount of research on brand
names, new products don’t succeed without following the “rules.”
ANS:
F
PTS: 1
37.
Brand names are sometimes selected based on the empty-vessel
philosophy.
ANS:
T
PTS: 1
38.
The first step of the brand naming process is to create
candidate brand names.
ANS:
F
PTS: 1
39.
The last step in the brand naming process is to register a
trademark.
ANS:
T
PTS: 1
40.
A brand logo is a graphic design element of a brand.
ANS: T
PTS: 1
41.
Generally speaking, good logos are those that convey essentially
the same meaning to all target members.
ANS:
T
PTS: 1
42.
Complexity enhances the likeability of a logo.
ANS:
F
PTS: 1
43.
Logos with abstract designs were found to produce more favorable
consumer responses than those with more concrete, natural designs.
ANS:
F
PTS: 1
44.
One purpose of the package is to break through competitive
clutter at the point of purchase.
ANS:
T
PTS: 1
45.
Packaging performs a major brand-equity role by creating or
fortifying brand awareness.
ANS:
T
PTS: 1
46.
The notion underlying good packaging is gestalt, which means
that people react to the unified whole, not to the individual parts.
ANS:
T
PTS: 1
47.
Orange is often described in terms such as active, stimulating,
energetic and vital.
ANS:
F
PTS: 1
48.
Yellow is a good attention getter.
ANS:
T
PTS: 1
49.
Blue suggests coolness and refreshment.
ANS:
T
PTS: 1
50.
Brown connotes abundance, health, calmness, and serenity.
ANS:
F
PTS: 1
51.
Green signifies purity, cleanliness, and mildness.
ANS:
F
PTS: 1
52.
Horizontal lines on a package evoke feelings of strength,
confidence, and pride.
ANS:
F
PTS: 1
53.
Packages with unusual shapes are perceived as containing smaller
quantities of contents compared to more conventional packages.
ANS:
F
PTS: 1
54.
A package made of wood conveys feelings of prestige.
ANS:
F
PTS: 1
55.
The four general features of the VIEW model that are used to
evaluate a package are visibility, information, emotional appeal, and
workability.
ANS:
T
PTS: 1
56.
Emotional appeal signifies the ability of a package to attract
attention at the point of purchase.
ANS: F
PTS: 1
57.
The major determinant of whether or not emotion is emphasized in
a brand’s package is the nature of the product category and the underlying
consumer behavior involved.
ANS:
T
PTS: 1
58.
For a package to be effective, it must perform well on all the
VIEW criteria.
ANS:
F
PTS: 1
59.
To assess the potential success of a proposed package, each VIEW
component can be rated, first, in terms of its importance and then with respect
to how well the new package performs on each component, its evaluation score.
ANS:
T
PTS: 1
60.
The first step of the package design process is to determine
communication priorities.
ANS:
F
PTS: 1
MULTIPLE CHOICE
1. Which
of the following is NOT a main stage of the New Product Adoption Process?
|
a. |
unawareness class |
|
b. |
awareness class |
|
c. |
trier class |
|
d. |
repeater class |
|
e. |
all of the above are main stages of the
model |
ANS: A
PTS: 1
2. A
variable that influences the awareness class would include ____.
|
a. |
free samples |
|
b. |
price discounts |
|
c. |
demographics |
|
d. |
product satisfaction |
|
e. |
all of the above |
ANS:
A
PTS: 1
3. A variable
that does NOT influence the awareness class includes ____.
|
a. |
distribution |
|
b. |
advertising |
|
c. |
price |
|
d. |
coupons |
|
e. |
free samples |
ANS:
C
PTS: 1
4. The
notions of trial and repeat purchase are particularly apt for ____.
|
a. |
inexpensive consumer packaged goods |
|
b. |
high-end luxury goods |
|
c. |
brand awareness efforts |
|
d. |
advertising efforts |
|
e. |
industrial goods |
ANS:
A
PTS: 1
5. Though
not shown in the Brand Adoption Process Model, ____ (a form of free
advertising) also plays a significant role in facilitating brand awareness.
|
a. |
public relations |
|
b. |
sales promotion |
|
c. |
personal selling |
|
d. |
word-of-mouth |
|
e. |
on-line advertising |
ANS:
D
PTS: 1
6. A
variable that affects the trier class is ____.
|
a. |
price |
|
b. |
television advertising |
|
c. |
trade shows |
|
d. |
magazine advertising |
|
e. |
product satisfaction |
ANS:
A
PTS: 1
7. Repeat
purchasing is a function of ____.
|
a. |
advertising |
|
b. |
price |
|
c. |
distribution |
|
d. |
product satisfaction |
|
e. |
all of the above |
ANS:
E
PTS: 1
8. A
variable that does NOT influence the repeater class would be ____.
|
a. |
product satisfaction |
|
b. |
free samples |
|
c. |
distribution |
|
d. |
price |
|
e. |
advertising |
ANS:
B
PTS: 1
9. The
degree to which a product innovation is perceived as better than existing
alternatives is termed ____.
|
a. |
relative advantage |
|
b. |
compatibility |
|
c. |
complexity |
|
d. |
trialability |
|
e. |
observability |
ANS:
A
PTS: 1
10.
Relative advantage is a function of ____.
|
a. |
consumer perception |
|
b. |
increased comfort |
|
c. |
savings in time and effort |
|
d. |
immediacy of reward |
|
e. |
objective standards |
ANS: A
PTS: 1
11.
The degree to which an innovation is perceived to fit into a
person’s way of doing things is termed ____.
|
a. |
observability |
|
b. |
complexity |
|
c. |
trialability |
|
d. |
compatibility |
|
e. |
relative advantage |
ANS: D
PTS: 1
12.
A new cosmetic product that matches consumers’ needs, personal
values, beliefs, and past experiences has the ____ innovation-related
characteristic that increases the likelihood of adoption.
|
a. |
relative advantage |
|
b. |
compatibility |
|
c. |
observability |
|
d. |
complexity |
|
e. |
trialability |
ANS:
B
PTS: 1
13.
Aerobics was initially considered a woman’s sport, but societal
attitudes toward aerobics have changed and many health clubs are now offering
co-ed aerobics classes. The change in societal attitudes toward men engaging in
aerobics represents an increased ____ for this activity.
|
a. |
relative advantage |
|
b. |
trialability |
|
c. |
compatibility |
|
d. |
observability |
|
e. |
complexity |
ANS: C
PTS: 1
14.
Rugby was initially considered a men’s sport, but societal
attitudes have changed and more schools have women’s rugby teams. This change
in societal attitudes toward women playing rugby represents increased ____ for
this activity.
|
a. |
relative advantage |
|
b. |
trialability |
|
c. |
compatibility |
|
d. |
complexity |
|
e. |
observability |
ANS:
C
PTS: 1
15.
For innovations that are not perceived by consumers as
compatible with their lifestyle, a strategy for overcoming this involves heavy
____.
|
a. |
sales promotion |
|
b. |
personal selling |
|
c. |
public relations |
|
d. |
trade promotions |
|
e. |
advertising |
ANS:
E
PTS: 1
16.
An innovation’s degree of perceived difficulty is referred to as
____.
|
a. |
compatibility |
|
b. |
relative advantage |
|
c. |
complexity |
|
d. |
trialability |
|
e. |
observability |
ANS:
C
PTS: 1
17.
The extent to which an innovation can be used on a limited basis
prior to making a full-blown commitment is referred to as ____.
|
a. |
relative advantage |
|
b. |
compatibility |
|
c. |
complexity |
|
d. |
observability |
|
e. |
trialability |
ANS:
E
PTS: 1
18.
Trialability is tied closely to the concept of ____.
|
a. |
sensation transfer |
|
b. |
perceived risk |
|
c. |
memory cues |
|
d. |
association enhancement |
|
e. |
sensation transference |
ANS:
B
PTS: 1
19.
The Wave Runner is a marina which retails recreational water
gear. The Wave Runner recently started promoting an O’Brien trick ski that has
an innovative design. This same ski is offered at a lower price under a less
prestigious brand name, but consumers perceive the O’Brien ski to be a higher
quality product. In this case, the O’Brien ski is favored because of the
product’s perceived ____.
|
a. |
observability |
|
b. |
trialability |
|
c. |
relative advantage |
|
d. |
complexity |
|
e. |
compatibility |
ANS:
C
PTS: 1
20.
Suppose that the Wave Runner marina, a retailer of recreational
water gear, allows customers the opportunity to use the innovative O’Brien ski
prior to actually purchasing one. This innovative product might now be adopted
more quickly because of an increase in ____.
|
a. |
observability |
|
b. |
trialability |
|
c. |
relative advantage |
|
d. |
complexity |
|
e. |
compatibility |
ANS: B
PTS: 1
21.
The degree to which the product user or other people can notice
the positive effects of new product usage is referred to as ____.
|
a. |
complexity |
|
b. |
compatibility |
|
c. |
relative advantage |
|
d. |
observability |
|
e. |
trialability |
ANS:
D
PTS: 1
22.
In quantifying the Adoption-Influencing Characteristics, two
factors are rated. These are ____.
|
a. |
relative advantage and trialability |
|
b. |
perceived value and risk |
|
c. |
importance and evaluation |
|
d. |
risk and reward |
|
e. |
costs and benefits |
ANS:
C
PTS: 1
23.
Brand names have been described as ____ that activate images in
target audiences’ collective minds.
|
a. |
cerebral switches |
|
b. |
silent salespersons |
|
c. |
consumer cues |
|
d. |
fact facilitators |
|
e. |
sensation transferers |
ANS:
A
PTS: 1
24.
The name chosen for a brand does three things — affects the
speed with which consumers become aware of the brand, influences the brand’s
image, and ____.
|
a. |
increases sales |
|
b. |
reduces the impact of competitive
offerings |
|
c. |
plays a major role in brand equity
formation |
|
d. |
increases consumers’ knowledge of the
product |
|
e. |
enhances share-of-voice |
ANS:
C
PTS: 1
25.
A good brand name should ____.
|
a. |
distinguish the brand from competitive
offerings |
|
b. |
describe the brand and its attribute
benefits |
|
c. |
achieve compatibility with a brand’s
desired image |
|
d. |
be memorable and easy to pronounce |
|
e. |
all of the above |
ANS: E
PTS: 1
26.
The ____ protects owners of brand names and logos from other
companies using the identical or similar names.
|
a. |
Sherman Act |
|
b. |
Magnuson Moss Act |
|
c. |
Federal Trademark Dilution Act |
|
d. |
Clayton Act |
|
e. |
Robinson Patman Act |
ANS:
C
PTS: 1
27.
____ brand names are those that imply particular attributes or
benefits in the context of a product category.
|
a. |
Objective |
|
b. |
Subjective |
|
c. |
Implicit |
|
d. |
Symbolic |
|
e. |
Suggestive |
ANS: E
PTS: 1
28.
Compaq, Acura, and Lexus are names created from ____, which are
the semantic kernels of words.
|
a. |
adverbs |
|
b. |
phonemes |
|
c. |
synonyms |
|
d. |
morphemes |
|
e. |
compounds |
ANS:
D
PTS: 1
29.
Individual sounds, called phonemes, provide meaning about a
brand through a process of ____.
|
a. |
sound symbolism |
|
b. |
morphing |
|
c. |
encoding specificity |
|
d. |
sound morphing |
|
e. |
telephony |
ANS:
A
PTS: 1
30.
Research has demonstrated that brand names that include ____
convey attribute qualities such as smallness, lightness, mildness, thinness,
femininity, weakness, and prettiness.
|
a. |
consonants |
|
b. |
front vowels |
|
c. |
back vowels |
|
d. |
short vowels |
|
e. |
long vowels |
ANS: B
PTS: 1
31.
Because markets are dynamic, brands ____.
|
a. |
can lose their effectiveness and have
to be changed |
|
b. |
should imply specific attributes for a
product category |
|
c. |
should be designed to evoke different
feelings for various cultures |
|
d. |
should be complex |
|
e. |
should remain stable |
ANS:
A
PTS: 1
32.
Which philosophy implies that when a name does not have much
preexisting meaning, subsequent marketing communications are able to create the
exact meaning desired without contending with past associations already
accumulated in people’s memories?
|
a. |
phonemic symbolism philosophy |
|
b. |
empty-vessel philosophy |
|
c. |
clean-slate philosophy |
|
d. |
suggestive philosophy |
|
e. |
blank-slate philosophy |
ANS:
B
PTS: 1
33.
Which of the following is NOT a step of the brand naming
process?
|
a. |
register trademark |
|
b. |
specify objectives for the brand name |
|
c. |
evaluate candidate names |
|
d. |
determine communication priorities |
|
e. |
create candidate brand names |
ANS:
D
PTS: 1
34.
In evaluating candidate names during the Brand Naming Process,
names are evaluated using criteria such as ____.
|
a. |
managers’ subjective judgment of the
suitability of the name |
|
b. |
consumers’ awareness level |
|
c. |
technological aspects of the product |
|
d. |
favorability of association conjured up
by the name |
|
e. |
economic conditions that may impact the
market |
ANS:
D
PTS: 1
35.
Related to the brand name is a graphic design element called a
brand ____.
|
a. |
symbol |
|
b. |
trademark |
|
c. |
logo |
|
d. |
image |
|
e. |
visual |
ANS:
C
PTS: 1
36.
A good logo should ____.
|
a. |
be very simple |
|
b. |
be very complex |
|
c. |
be recognized easily |
|
d. |
convey different meanings to the
various target members |
|
e. |
all of the above |
ANS:
C
PTS: 1
37.
Shoppers spend approximately ____ viewing brands in a store
before moving on or selecting an item and placing it in their shopping cart.
|
a. |
3 to 5 seconds |
|
b. |
10 to 12 seconds |
|
c. |
15 to 30 seconds |
|
d. |
1 to 2 minutes |
|
e. |
4 to 5 minutes |
ANS:
B
PTS: 1
38.
The package should serve to ____.
|
a. |
draw attention to a brand |
|
b. |
break the competitive clutter at the
point of purchase |
|
c. |
justify price/value to the consumer |
|
d. |
signify brand features and benefits |
|
e. |
all of the above |
ANS:
E
PTS: 1
39.
Which of the following is considered a component of the
packaging structure?
|
a. |
color |
|
b. |
design |
|
c. |
physical materials |
|
d. |
size |
|
e. |
all of the above |
ANS:
E
PTS: 1
40.
The notion underlying good packaging is gestalt, which refers to
the ____.
|
a. |
notion that people react to the unified
whole, not to the individual parts, of the package |
|
b. |
empty-vessel philosophy |
|
c. |
VIEW model |
|
d. |
degree of workability |
|
e. |
implied meaning of information on the
package |
ANS:
A
PTS: 1
41.
A color that is often described as active, stimulating,
energetic, and vital is ____.
|
a. |
white |
|
b. |
black |
|
c. |
blue |
|
d. |
orange |
|
e. |
red |
ANS:
E
PTS: 1
42.
A color that is often associated with food is ____.
|
a. |
green |
|
b. |
red |
|
c. |
white |
|
d. |
orange |
|
e. |
yellow |
ANS:
D
PTS: 1
43.
A warm color that has a cheerful effect on consumers is ____.
|
a. |
red |
|
b. |
orange |
|
c. |
yellow |
|
d. |
white |
|
e. |
blue |
ANS:
C
PTS: 1
44.
Katherine is developing a package for a new consumer product.
She should develop a ____ package because the main objective of her package is
to attract attention.
|
a. |
green |
|
b. |
white |
|
c. |
black |
|
d. |
yellow |
|
e. |
red |
ANS:
D
PTS: 1
45.
A color that connotes abundance, health, calmness, and serenity
is ____.
|
a. |
blue |
|
b. |
green |
|
c. |
yellow |
|
d. |
orange |
|
e. |
purple |
ANS:
B
PTS: 1
46.
A color that has come to stand for environmentally friendly
products is ____.
|
a. |
yellow |
|
b. |
white |
|
c. |
green |
|
d. |
red |
|
e. |
brown |
ANS:
C
PTS: 1
47.
A color that suggests coolness and refreshment is ____.
|
a. |
blue |
|
b. |
red |
|
c. |
orange |
|
d. |
green |
|
e. |
yellow |
ANS:
A
PTS: 1
48.
____ refers to the organization of the elements on a package.
|
a. |
Structure |
|
b. |
Design |
|
c. |
Layout |
|
d. |
Physique |
|
e. |
Elementation |
ANS:
B
PTS: 1
49.
Jackie is a vice-president of marketing for a major food
company. If she wants the package for a new product to convey restfulness and
quiet, she should include ____.
|
a. |
pictures of birds |
|
b. |
triangles |
|
c. |
horizontal lines |
|
d. |
vertical lines |
|
e. |
slanted lines |
ANS:
C
PTS: 1
50.
Michelle is the vice-president of marketing for a cosmetics
company. If she wants the package for a new brand of after shave to evoke feelings
of strength and confidence, she should include ____.
|
a. |
pictures of birds |
|
b. |
triangles |
|
c. |
horizontal lines |
|
d. |
vertical lines |
|
e. |
slanted lines |
ANS:
D
PTS: 1
51.
Why do manufacturers offer different-sized containers?
|
a. |
to gain more shelf space in retail
outlets |
|
b. |
to satisfy the unique needs of various
market segments |
|
c. |
to represent different usage situations |
|
d. |
a and b |
|
e. |
a, b, and c |
ANS:
E
PTS: 1
52.
Christina is developing a package that should evoke feelings of
strength and durability. It would be best to use a ____ package.
|
a. |
metal |
|
b. |
plastic |
|
c. |
paper |
|
d. |
velvet |
|
e. |
foil |
ANS:
A
PTS: 1
53.
Jack is developing a package that should convey lightness and
cleanliness. It would be best to use a ____ package.
|
a. |
metal |
|
b. |
plastic |
|
c. |
paper |
|
d. |
velvet |
|
e. |
foil |
ANS:
B
PTS: 1
54.
A foil package conveys ____.
|
a. |
cheapness |
|
b. |
masculinity |
|
c. |
prestige |
|
d. |
durability |
|
e. |
femininity |
ANS:
C
PTS: 1
55.
The four features of the VIEW model that can be used to evaluate
a particular package are ____.
|
a. |
visibility, innovation, emotional
appeal, and workability |
|
b. |
visibility, information, emotional
appeal, and workability |
|
c. |
visibility, information, effectiveness,
and workability |
|
d. |
visibility, information, emotional
appeal, and warehousing |
|
e. |
visibility, innovation, effectiveness,
and workability |
ANS: B
PTS: 1
56.
____ signifies the ability of a package to attract attention at
the point of purchase.
|
a. |
Visibility |
|
b. |
Information |
|
c. |
Emotional appeal |
|
d. |
Workability |
|
e. |
Gestalt |
ANS:
A
PTS: 1
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