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Past Exam for MKTG 3504 - Advertising with Krishen at Virginia Tech (VT)

Exam Information

Material Type:Exam 2
Professor:Krishen
Class:MKTG 3504 - Advertising
Subject:Marketing
University:Virginia Polytechnic Institute And State University
Term:Spring 2006
Keywords:
  • Creative Concept
  • Message Theme
  • Reinforcement Advertising
  • Posttesting
  • The Marketing Process
  • Target Marketing
  • Possession Utility
  • Brand Image
  • Product Concept
  • Marketing Segmentation
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Sample Document Text

NAME & SIGNATURE (HONOR CODE): MKTG 3504: Advertising. Spring 2006 with Krishen EXAM 2 MULTIPLE CHOICE (2 points each) 1. When Steel says that planners should "look through the eyes of a child", what does he mean?: (D) A) planners should detach from their businesses B) as people get older, they become more creative C) children tend to be more scientitic and more close-minded D) as people get older, they become less creative and more close-minded E) as people get older, they become less scientific and more open-minded 2. Whereas . ___ IS a process, ___ is the structure through which it is formulated and (D) A) persuasion, context, communicated B) culture, communication, interpreted C) memory, motivation, interpreted D) communication, culture, interpreted E) none of the above 3. __ tries to categorize people according to their values, attitudes, personality, and lifestyle. (E) A) Demographics B) Behavioristic segmentation C) Psychological segmentation D) Motivation ...

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