MKT364 : Midterm Revision Exam

[CH1] Advertising is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

[CH1] According to the notes, advertising is mainly used to push short-term sales, while sales promotion is used to build brand image.

[CH1] Information delivered through word of mouth is usually perceived as less credible than information from paid communication sources.

[CH1] Unlike laws and regulations, ethical codes are generally not written down.

[CH1] Personal selling comes out on top in flexibility because salespeople can discover each customer's specific needs and develop unique presentations for that customer.

[CH5] In the five-step strategic planning process, the first step is to set the media strategy, and the target audience is selected afterwards.

[CH5] Recognition awareness is the appropriate brand awareness objective when the brand decision is made at the point of purchase.

[CH5] A repeat purchase objective is associated with a non-user-based target audience.

[CH5] In determining the best positioning, a manager may reposition the brand by linking it to another category need in which the brand will have a strong competitive advantage.

[CH5] Brand attitude strategies driven by positive motivations must provide information that helps the consumer solve or avoid a problem.

[CH6] Favorable brand switchers are consumers who buy more than one competitor brand but never buy your brand.

[CH6] In Antonides and van Raaij's groupings, brand-specific groups are described in terms of brand loyalty, beliefs about a brand and buying intentions.

[CH6] Demographic characteristics define the target audience rather than the target market.

[CH6] The target audience is a group of consumers within the target market toward which an advertising campaign is directed.

[CH6] Personality characteristics affect how advertising messages are processed, but they should never be used as a primary characteristic for selecting a target audience.

[CH1] A non-profit group runs TV ads in Bahrain urging young drivers not to drink and drive. Which type of advertising is this?

[CH1] A clothing store's ads encourage shoppers to visit its branch at City Centre Bahrain and aim to create a specific image for the store itself. Which type of advertising is this?

[CH1] Which player in advertising is defined as a marketing services firm that assists companies in planning, preparing, implementing, and evaluating their advertising programs?

[CH1] A perfume company hires a self-employed photographer to shoot the images for its new campaign. In the advertising process, the photographer is classified as a:

[CH1] Which role of advertising improves the standard of living and the economy by generating material consumption?

[CH1] Which of the following is a disadvantage of advertising according to the notes?

[CH1] A fast-food chain launches a new green logo and claims to be a champion of animal welfare, while its actual practices do not reflect these claims. This is an example of:

[CH1] When launching a new phone, a firm uses ads to create awareness, coupons to create interest, salespeople to meet special needs in stores, and in-store tests to build word of mouth, all carefully linked together. This approach is called:

[CH1] Which basic communication effect is defined as the identification of the brand in enough detail to enable purchase or use?

[CH5] Which marketing background issue in strategic planning answers the question "Where do you expect business to come from?"

[CH5] A manager of a Thai restaurant chain asks people which restaurants come to mind when they want to eat out at a Thai restaurant. He is measuring:

[CH5] In a family's decision to buy a new sofa, the aunt who recommends one brand and discourages another is playing which role?

[CH5] A company is introducing a completely new product category that the public has never seen before. What must its communication do first?

[CH5] A car advertisement invites consumers to research the model and book a test drive before deciding to buy. This supports which process for high-involvement purchases?

[CH5] Which sequence correctly describes how a prospective buyer responds to advertising and promotion?

[CH5] A frozen-food category leader runs an ad reminding people that fresh food is often thrown away while frozen food simply goes back in the freezer. What is the brand doing?

[CH5] A clothing retailer's message says "visit our flagship store" and offers a free T-shirt for ordering from its new online shop. What makes this message a promotion rather than advertising?

[CH5] According to Table 5.3, which pair correctly describes advertising when compared with direct marketing?

[CH6] Mariam buys Al Waha juice most weeks but also regularly buys a competing juice brand. From Al Waha's point of view, Mariam is a:

[CH6] A customer is not satisfied with his mobile network but feels that the risk of switching is greater than the potential gain. In the loyalty model he is:

[CH6] In Antonides and van Raaij's three levels of target audience groupings, a group described as "people who eat a lot of frozen food" is a:

[CH6] A brand profiles its audience by their concern about the environment, willingness to take risks and interest in fashion. These are examples of:

[CH6] According to Table 6.3, a trial objective (non-users) targets which brand buyer groups?

[CH6] Which European country's advertising style reflects the need for structure, directions and facts, using explicit language to avoid ambiguity?

[CH6] According to the notes, when can a prospective group be selected as a target audience?

[CH1] Define advertising, then list and explain the main advantages and disadvantages of advertising.

[CH1] List and explain the five tools of marketing communications, and explain how integrated marketing communications (IMC) links them together.

[CH1] Explain the situations in which an advertisement is considered unethical, and give the reasons why firms should practice ethical advertising.

[CH5] List and explain the five steps of the strategic planning process (Table 5.2).

[CH5] Describe the five marketing background issues that a manager should review in strategic planning (Table 5.1), stating the key question each one answers.

[CH5] Explain the four stages through which a prospective buyer responds to advertising and promotion, giving an example for each stage.

[CH6] Name and define the five buyer groups, and state which target audience action objective (trial or repeat purchase) applies to each group.

[CH6] Define the four loyalty model groupings (loyal, vulnerable, frustrated, switchable) and explain the brand attitude objective for each when it is part of the target audience.

[CH6] Classify Groups A, B and C into the five buyer groups, from Nakheel's point of view, and state the target audience action objective that would apply to each.

[CH6] Huda's budget is limited. Using the cost implications of selecting a target audience, explain how she should decide whether Group C is worth targeting.

[CH5] Which type of brand awareness should Nakheel's advertising aim for, and what does this imply for what the ads should show? Justify using the case.

[CH5] Identify the role each member of the Al-Jishi family played in the purchase decision.

[CH5] Is buying this SUV a low- or high-involvement decision? Explain which decision process the buyers follow and why Sahel's advertising should support it.

[CH1] Identify the marketing communication tool represented by each of Sahel's launch activities, and explain which concept describes giving all of them the same slogan, colours and tone.