1. Starbuck’s green mermaid would best be described as the firm’s _________________

Marketing concept

Logo

Advertising imagery

Design

Promotional image

2. Sally just bought a huge television with all the bells and whistles and has it all set up in her family room. She loves the TV but worries that she spent too much or selected the wrong brand. What concept in consumer behavior best describes this?

Buyer reassessment

Cognitive dissonance

Re-evaluation

Buyer confidence

Buyer underestimation

3. Fave Flix specializes in old movies from the 1930s to the 1950s. The need to decide which of a series of advertisements will best appeal to their target audience and they want detailed feedback. How should they go about selecting the best ads?

Visit a retirement community

Focus groups

Run several old movies and see which gets the nest ratings

Pick the movies that won the most awards

Ask their grandmoms

4. Claire is getting ready to buy some billboards for her firm and has been given several quotes, each of which includes the GRP calculation. What two factors will give her this number?

Reach and focus

Frequency and reach

Square footage and location

Traffic count and size

Time and size

5. Susan works for Groceries To You, a new firm specializing in home delivery of high quality food and wines. She thinks that she needs to get the word out to as many consumers a possible, but that their marketing message is simple and easy to understand. What ad metric should she focus on?

Reach

Focus

Frequency

Channeling

Image