Chapter One: 1.) What is the correct sequence for the communication process? a.) Trasmission device, decoding sender encoding, reciever. b.) Sender, decoding, encoding, transmission device, receiver. c.) Sender, encoding, transmission device, decoding, receiver. d.) sender, receiver, encoding, transmission device, decoding. (answer is c.)
2.) What are contact points? a.) Places where customers interact with or acquire additional information from a company. b.) Points of a marketing plan used by advertisers. c.) Points of communication with companies. d.) media outlets. (answer is a)
Chapter Two: 1.) What is a corporate logo? a.) The companies plan to target consumers. b.) A symbol used to identify a company and its brands. c.) Pictures used in ads. d.) The name of a company. (answer is b)
2.) What is a brand? a.) The logo used for a company. b.) Stores in a mall. c.) Names assigned to an individual good or service or to a group of products. d.) Symbols used to recognize company names. (answer is c)
Chapter 3: 1.) How many ways can the cosumer attitude (cognitive, affective, conative) change in sequence?
a.) one time. b.) two times. c.) three times. d.) four times. (answer is c)
2.) What is a person's evoked set? a.) Another word for consumer attitude. b.) a process of buying. c.) a brands advertisement process. d.) Consists of the brands he or she considers in a purchasing situation. (answer is d)
Chapter 4: 1.) What is a market segment? a.) A set of businesses or of a group of individual consumers with distinct charecteristics. b.) Marketing plan for advertisers. c.) A certain type of ad made for television. d.) A job description for advertisers. (answer is a)
2.)Define demographic. a.) Different ads. b.) A brand. c.) Population charecteristics. d.) People. (answer is c)
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