STC 114 ALL EXAM QUESTIONS
WITH COMPLETE SOLUTIONS
Which of the following statements is FALSE regarding secondary research? - Answer-
Secondary research is most useful to answer a company's specific problem, such as
selecting a new flavor for a canned food manufacturer
A(n) ________ assesses the external and internal environments that affect marketing
operations. - Answer-situation analysis
________ is one of the potential disadvantages associated with a multi-segment
strategy. Amazon Go dealt with this issue very smartly. - Answer-cannibalization
cannibalization is - Answer-when a company's new advertising campaign or product
negatively impacts the sales or market share of its existing campaigns or products.
The research company Canes Go published a study about soft drink consumption on
their website that 72 percent of the United States is interested in flavored colas. The
research also showed which flavors were most desired. Brand managers at Pepsi who
incorporate this information in their business plans would be using _____ data. -
Answer-secondary
Launching a new TikTok challenge featuring Cardi B and a brand-new McDonald's
jingle is a(an) _________. - Answer-tactic
In a SWOT analysis, a(n) ________ of a business include its unique attributes, strong
brand name, and good customer service. - Answer-strength
Cameron loves to know about and purchase the most up-to-date technological gadgets.
Among his friends, he is almost always the first to own the newest electronic product.
Often the products that Cameron buys become adopted by large groups of consumers,
but occasionally Cameron will purchase a product that is adopted by only a small
portion of the population. Cameron most likely belongs to which adopter group? -
Answer-innovators
Which of the following is NOT included in a typical creative brief? - Answer-budget
considerations
Which of the following statements about how consumers participate in the innovation
diffusion (i.e., new product categories like eBook readers) process is FALSE? - Answer-
Innovators are most likely to contribute to sales growth.
, Ikea debuted a heartwarming commercial featuring a young boy creatively occupying
himself during a time-out. The tagline "The Life Improvement Store" was born from the
_______ that mothers prioritize durable, family-friendly kitchenware. - Answer-insight
Which of the following is NOT TRUE? - Answer-Creative brief's audience is the client
Which of the following is NOT TRUE? - Answer-Tactics present the overall direction of
the campaign but do not include any specific plans for campaigns
________ is the process of identifying a problem, determining objectives, deciding upon
strategies, and implementing tactics. - Answer-strategic planning
7-Up's Uncola campaign was launched for its new ________ in the soda market in the
late 60s. - Answer-positioning
Which of the following is a social influence on consumer decision making? - Answer-
family
Which strategy do planners employ to treat the market as homogeneous, using general
appeals for all consumers? - Answer-undifferentiated strategy
V-8, a brand of vegetable juice, wanted to determine if viewers understood the health
benefit message the company was trying to convey in a new series of television
commercials. V-8 conducted research in which consumers viewed a pilot television
show in which an unreleased version of the V-8 ad appeared. Several other ads
appeared during the 30-minute television program, and after viewing the show,
participants were given a survey regarding their attitudes toward all of the ads they had
seen. Five different groups saw the same program and ads, except the V-8 ad was
different for each group. What type of research is this? - Answer-concept testing
Mary is investigating the impact of sponsorship disclosure on audience perceptions of
influencer posts. She recruited 100 participants and randomly assigned them to one of
two groups. One group evaluated an influencer's post without any sponsorship
disclosure, while the other group evaluated the same post with the hashtag #ad at the
end. All participants completed a questionnaire via Qualtrics. Mary wants to determine
whether participants' attitudes toward the endorsed brand differ between the two
conditions. What research method is she using? - Answer-experiment
The person who shapes and sculpts the words in marketing communication is called
a(n) ________. - Answer-copywriter
Which of the following are the two categories of copy that print advertising uses? -
Answer-display and body
in which type of network television advertising does a national advertiser pay for
available commercial time slots during one or more programs? - Answer-participations
WITH COMPLETE SOLUTIONS
Which of the following statements is FALSE regarding secondary research? - Answer-
Secondary research is most useful to answer a company's specific problem, such as
selecting a new flavor for a canned food manufacturer
A(n) ________ assesses the external and internal environments that affect marketing
operations. - Answer-situation analysis
________ is one of the potential disadvantages associated with a multi-segment
strategy. Amazon Go dealt with this issue very smartly. - Answer-cannibalization
cannibalization is - Answer-when a company's new advertising campaign or product
negatively impacts the sales or market share of its existing campaigns or products.
The research company Canes Go published a study about soft drink consumption on
their website that 72 percent of the United States is interested in flavored colas. The
research also showed which flavors were most desired. Brand managers at Pepsi who
incorporate this information in their business plans would be using _____ data. -
Answer-secondary
Launching a new TikTok challenge featuring Cardi B and a brand-new McDonald's
jingle is a(an) _________. - Answer-tactic
In a SWOT analysis, a(n) ________ of a business include its unique attributes, strong
brand name, and good customer service. - Answer-strength
Cameron loves to know about and purchase the most up-to-date technological gadgets.
Among his friends, he is almost always the first to own the newest electronic product.
Often the products that Cameron buys become adopted by large groups of consumers,
but occasionally Cameron will purchase a product that is adopted by only a small
portion of the population. Cameron most likely belongs to which adopter group? -
Answer-innovators
Which of the following is NOT included in a typical creative brief? - Answer-budget
considerations
Which of the following statements about how consumers participate in the innovation
diffusion (i.e., new product categories like eBook readers) process is FALSE? - Answer-
Innovators are most likely to contribute to sales growth.
, Ikea debuted a heartwarming commercial featuring a young boy creatively occupying
himself during a time-out. The tagline "The Life Improvement Store" was born from the
_______ that mothers prioritize durable, family-friendly kitchenware. - Answer-insight
Which of the following is NOT TRUE? - Answer-Creative brief's audience is the client
Which of the following is NOT TRUE? - Answer-Tactics present the overall direction of
the campaign but do not include any specific plans for campaigns
________ is the process of identifying a problem, determining objectives, deciding upon
strategies, and implementing tactics. - Answer-strategic planning
7-Up's Uncola campaign was launched for its new ________ in the soda market in the
late 60s. - Answer-positioning
Which of the following is a social influence on consumer decision making? - Answer-
family
Which strategy do planners employ to treat the market as homogeneous, using general
appeals for all consumers? - Answer-undifferentiated strategy
V-8, a brand of vegetable juice, wanted to determine if viewers understood the health
benefit message the company was trying to convey in a new series of television
commercials. V-8 conducted research in which consumers viewed a pilot television
show in which an unreleased version of the V-8 ad appeared. Several other ads
appeared during the 30-minute television program, and after viewing the show,
participants were given a survey regarding their attitudes toward all of the ads they had
seen. Five different groups saw the same program and ads, except the V-8 ad was
different for each group. What type of research is this? - Answer-concept testing
Mary is investigating the impact of sponsorship disclosure on audience perceptions of
influencer posts. She recruited 100 participants and randomly assigned them to one of
two groups. One group evaluated an influencer's post without any sponsorship
disclosure, while the other group evaluated the same post with the hashtag #ad at the
end. All participants completed a questionnaire via Qualtrics. Mary wants to determine
whether participants' attitudes toward the endorsed brand differ between the two
conditions. What research method is she using? - Answer-experiment
The person who shapes and sculpts the words in marketing communication is called
a(n) ________. - Answer-copywriter
Which of the following are the two categories of copy that print advertising uses? -
Answer-display and body
in which type of network television advertising does a national advertiser pay for
available commercial time slots during one or more programs? - Answer-participations
