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(TCO 1) Which of the following statements best defines value? (Points : 5)


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MKTG 410 Advertising & Public Relations Week 4 Midterm Answers 

Question 1.1. (TCO 1) Which of the following statements best defines value? (Points : 5)

Question 2.2. (TCO 1) Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In the given scenario, Momentum Automobiles would be classified as a(n) (Points : 5)

Question 3.3. (TCO 1) Price, product, place, and promotion together form the (Points : 5)

Question 4.4. (TCO 2) A number of self-regulatory mechanisms have been established by the business community in an effort to control advertising practices, and among them, the largest and best known is the _____. (Points : 5)

Question 5.5. (TCO 2) Advertisers are often supportive of voluntary self-regulation because (Points : 5)

Question 6.6. (TCO 3) Which of the following best defines branding? (Points : 5)

Question 7.7. (TCO 3) The _____ is a promotional planning tool that can be used by marketers to consider how each controllable element of the communications model interacts with the consumer's response process. (Points : 5)

Question 8.8. (TCO 4) The market segmentation process (Points : 5)

Question 9.9. (TCO 4) One important purpose of setting specific advertising goals and objectives is to (Points : 5)

Question 10.10. (TCO 4) Many marketing managers prefer sales-oriented objectives for advertising because they believe that (Points : 5)

Question 1. 1. (TCO 1) What kind of information should an advertising agency gather to help a new client succeed with a marketing campaign? (Points : 25)

Question 2. 2. (TCO 2) Behavioral targeting has been attacked by many as an invasion of privacy. Describe the meaning of behavioral targeting and the pros and cons of this ethical argument (Points : 25)

Question 3. 3. (TCO 3) Many companies have maintained their same brand identify for years by keeping the same logos, packaging, and so on, which other companies make changes over time. Give an example of a company in each category and explain why their decision is a sound one. (Points : 25)

Question 4. 4. (TCO 4) Should companies use paid actors to endorse a product, or use spokespeople who have actually used the product? How would a company measure the difference? (Points : 25)

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