Test Bank For Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition, 9th Edition By Terence A. Shimp
Chapter 3—Brand Adoption, Brand Naming, and Intellectual Property Issues
TRUE/FALSE
1.The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.
ANS: T PTS: 1
2.Huge investments and concerted efforts to introduce new products and services almost always guarantee success.
ANS: F PTS: 1
3.The three main stages through which an individual becomes an adopter of a new or even established product are the awareness, trier, and repeater classes.
ANS: T PTS: 1
4.The first step in facilitating adoption is to make the consumer aware of a new product’s existence.
ANS: T PTS: 1
5.The four variables that influence the awareness class include free samples, coupons, advertising, and price.
ANS: F PTS: 1
6.Distribution is one of the variables that influences the awareness class.
ANS: T PTS: 1
7.Free samples is one of the variables that influences the trier class.
ANS: T PTS: 1
8.Demographics, distribution, and price are the variables that affect the trier class.
ANS: F PTS: 1
9.Repeat purchasing is a function of advertising, coupons, distribution, and product satisfaction.
ANS: F PTS: 1
10.Consumer satisfaction is the major determinant of repeat purchasing.
ANS: T PTS: 1
11.Relative advantage is a function of consumer perception and whether a product is better by objective standards.
ANS: F PTS: 1
12.Relative advantage is positively correlated with an innovation’s adoption rate.
ANS: T PTS: 1
13.The degree to which an innovation is perceived to fit into a person’s way of doing things is termed compatibility.
ANS: T PTS: 1
14.Innovations that are compatible with a person’s existing situation require more effort to incorporate into one’s consumption lifestyle.
ANS: F PTS: 1
15.Compatibility refers to an innovation’s degree of perceived difficulty.
ANS: F PTS: 1
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