Question

• ads displayed on the boards of the Red Wings hockey games often just show a brand's name and nothing else. Fans often don't understand the purpose of this simplistic marketing strategy; however advertisers understand the subtle influence of:

  • Reminder advertising

  • Informative advertising

  • Comparative advertising

  • Perpetual advertising

• Search engine 'crawlers' rank websites on multiple categories using complex and dynamic algorithms. Which of the following would most likely not be an example of a ranking category?

  • Traffic to the website

  • Relevance of keyboards in the content of the website

  • Age of the website

  • Amount of TV advertising spent on promoting the website

• Bayer Aspirin and CVS Aspirin both have the same dosage, directions and active ingredient. Despite their similarity, Bayer costs nearly five times as much. In this case, Bayer Aspirin is known as a _____ brand.

  • Private

  • Value-added

  • Store

  • National

• Ads emphasizing the fearful consequences of texting and driving use _____ appeals in their message content.

  • Emotional

  • Rational

  • Reach

  • Frequency

• Which of the following profit characteristics represents the introduction stage of the product lifecycle for an e-reader?

  • Negative profits

  • High profits

  • Rising profits

  • Declining profits

• Which of the following is not an example of a line extension?

  • M&M’s Halloween colored chocolates

  • P&G selling six different brands of laundry detergent

  • Adidas running shoes for people with flat feet

  • The introduction of Coca-Cola’s New Coke beverage

• On an infomercial for a bottle opener, the spokesperson urges customers to call now before the product runs out. Adopting this _____ principle persuasion, sales can increase.

  • Reciprocity

  • Liking

  • Scarcity

  • Authority

• Covergirl intends to expose its new ad campaign to 55% of their target market during its first 6 months. To determine if they are successful in doing this, they will need to measure the campaign’s _____.

  • Reach

  • Push strategy

  • Media impact

  • Frequency

• Segmented pricing occurs when a company sells a product at two or more prices. What else defines segmented pricing?

  • The difference in prices is based on the marketer’s emotional state.

  • The difference in prices is based solely on differences in costs

  • The difference in prices is not based on differences in costs

  • The difference in prices is based on the economic situation at the moment

• _____ are paid links that emerge as search results when specific keywords are entered on search engines.

  • Organic listings

  • Sponsored links

  • Search engine links

  • Google listings

• Many middle-class consumers want to purchase high quality products but cannot afford them. Marketers understand this demand and find ways to offer high quality products with a _____ value proposition.

  • More-for-more

  • More-for-the-same

  • Less-for-much-less

  • Same-for-more

• The Dollar Shave Club sells razors and other shaving products to consumers all over the world. Which of the following would be considered part of the augmented product for Dollar Shave Club?

  • Their unique packaging

  • The quality level of their razors

  • The Dollar Shave Club brand name

  • Warranty offered on their products

• Tinder is an app that helps people fall madly in love with each other. While it offers its service for free, love-seekers can choose to pay a monthly fee which gives them access to a larger assortment of potential mates. What type of pricing strategy does this represent?

  • Cost-based pricing

  • Value-added pricing

  • Good-value pricing

  • Competition-based pricing

• Which of the following best describes a marketer’s strategy when engaging in market penetration pricing?

  • Setting a low price to attract a large number of buyers

  • Setting a low price to attract a large number of competitors

  • Setting a high price to attract a large market share

  • Setting a high price to skim maximum revenues from buyers

• Owners of B-Sharp, a store that sells musical instruments, adopt _____ segmentation when targeting consumers based on their musical lifestyle.

  • Geographic

  • Demographic

  • Psychographic

  • Concentrated

Answer 1

Ans 1) Reminder Advertising

Reminder Advertising only consists of brief messaging. Its main objective is to enhance the awareness of the brand and subtly reinforce its image. This strategy is usually implemented in many sporting events and is mainly used by established brands to maintain their presence.

Ans 2) Amount of TV advertising spent on promoting the website

The amount of advertising done on tv to promote a website is irrelevant as tv and websites are contrasting forms of media. Moreover, the amount of advertising is irrelevant as search engine crawlers prioritise other important criteria such as the content and website traffic, as they are better indicators of user engagement.

Ans 3) Value-added brand

Bayer Aspirin and CVS aspirin both have the same dosage and ingredients but differ greatly in their price. This is because, Bayer Aspirin is a bigger and popular brand as compared to CVS. This factor enhances the perceived quality of the brand in the eyes of the consumers who perceive Bayer Aspirin to be a better brand with better quality.

Ans 4) Emotional

Emotional appeal is a form of advertising that is used to connect with people on a personal level. It is a widely used strategy to create awareness about the consequences of texting and driving. It uses imagery that emphasises on the importance of human life not only in the own eyes of the individual but also emphasises on his importance to his family members. If an appeal connects with the customers on an emotional level, then he or she is more likely to think about it and he might instil a sense of caution within himself.