Solved >     61.AIDA stands for: a. Attitude-Interest-Demand-Activity b.:1272562 …

 

 

61.AIDA stands for:

a.

Attitude-Interest-Demand-Activity

b.

Attention-Interest-Desire-Action

c.

Awareness-Intent-Demand-Action

d.

Avoidance-Interest-Desire-Acceptance

e.

Attitudes-In-Developing-Acquisitions

 

 

 

62.According to the AIDA concept, the first step a marketer must achieve with potential customers is:

a.

attention

b.

attitude alignment

c.

action

d.

adaptation

e.

adoption

 

 

 

63.When Ali saw the Apple iPhone at the AT&T store she knew she had to have one. The salesperson showed Ali all the special capabilities it had and she was able to try it there in the store. According to the AIDA concept, Ali entered the _____ stage.

a.

action

b.

attention

c.

liking

d.

interest

e.

desire

 

 

 

64.Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

a.

liking

b.

awareness

c.

action

d.

preference

e.

knowledge

 

 

 

65.The AIDA concept:

a.

assumes that the second step in the purchase-decision process is inertia

b.

does not explain how all promotions influence purchase decisions

c.

is useful in explaining consumer behavior even for low involvement situations

d.

proposes that consumers respond to marketing messages in a conative, affective, and cognitive sequence

e.

explains what element of a consumer’s attitude a promotion message will influence

 

 

 

66.Promotion for a brand like Bounce fabric softener includes advertising, sales promotion, and public relations.  To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softener, marketers of this brand need to coordinate all the promotional elements to assure consistency of the message at every contact point where a company meets the consumer.  In other words, the marketers of Bounce would need to use:

a.

coordinational promotion

b.

integrated marketing communications

c.

transformational marketing

d.

creative selling

e.

transactional communications

 

 

 

67.New Moon, the second movie in the vampire love-saga, has been promoted through TV, newspaper, magazine, Web sites, and merchandise. To make sure that all of the promotional messages are coordinated, the studio which produced it should use the:

a.

integrated marketing communications approach

b.

integrated communications management approach

c.

AIDA concept

d.

interpersonal and mass communications approach

e.

coordinated market management approach

 

 

 

68.All of the following are reasons why the concept of integrated marketing communications (IMC) is growing in popularity EXCEPT:

a.

The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.

b.

The shift to more Internet-based information search by consumers.

c.

Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.

d.

Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.

e.

The mass market has fragmented.

 

 

 

69.The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT:

a.

stage in the product life cycle

b.

target market characteristics

c.

funds available for promotion

d.

use of a push or pull strategy

e.

size of the company

 

 

 

70.When a product is in the growth stage of its product life cycle:

a.

all elements of the promotional mix are equally important

b.

heavy advertising is used to build brand loyalty

c.

persuasive and reminder advertising is decreased

d.

personal selling is ineffective

e.

personal selling and sales promotions are the major elements of the promotional mix used

 

 

 

 

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