In the example of Volkswagen and Shark Week, the campaign featuring a diving cage shaped like a VW Beetle resulted in male buyers increasing from 20 percent to what percentage?
Explanation
This quantitative question tests the ability to recall a specific outcome metric from the Volkswagen and Shark Week case study, differentiating it from other metrics mentioned.
Other questions
What is the primary role of marketing communications as described in the chapter?
Which of the following is NOT one of the eight major modes of communication in the marketing communications mix?
In the macromodel of the communications process, what are the two major parties in a communication?
What is the 'learn-feel-do' response hierarchy sequence considered most appropriate for?
According to the example of Pottsville College's communication campaign, if the probability of each of the six steps in the hierarchy-of-effects model is 50 percent, what is the joint probability of all six steps occurring successfully?
Which of the four possible communication objectives identified by Rossiter and Percy involves fostering the consumer's ability to recognize or recall the brand in sufficient detail to make a purchase?
What type of creative appeal elaborates on a nonproduct-related benefit or image, such as the kind of person who uses a brand?
What does the principle of congruity imply when a likable celebrity praises a brand that a consumer dislikes?
Which type of communication channel derives its effectiveness from individualized presentation and feedback, and includes direct marketing, personal selling, and word of mouth?
Which method for setting the communications budget completely ignores the role of marketing communications as an investment and often leads to an uncertain annual budget?
In the example of introducing the new energy drink Sunburst, what is the estimated cost to expose 1 percent of the target population to one impression?
Which characteristic of advertising permits the seller to repeat a message many times and allows the buyer to receive and compare messages from various competitors?
What are the three distinctive benefits of sales promotion tools?
For which type of product market do marketers tend to spend comparatively more on personal selling?
In which stage of the product life cycle do advertising, events and experiences, and personal selling all become more important?
According to the example of feedback measurement for two brands, what does the data for Brand A indicate?
What is the definition of integrated marketing communications (IMC) provided by the American Marketing Association?
Which of the 'six Cs' for evaluating an IMC program refers to the inherent ability of a marketing communication to create the desired response in the absence of other communication options?
In the Dodge Durango campaign featuring Ron Burgundy, what was the reported increase in web traffic after the campaign was launched?
What does the 'do-feel-learn' response hierarchy sequence suggest about the audience?
According to the chapter, what is the key difference between brand recognition and brand recall as communication objectives?
What are the three most often identified sources of a message source's credibility?
When is personal influence likely to carry especially great weight according to the text?
Which communication budget-setting method views sales as the determiner of communications rather than as the result?
What is the primary appeal of Public Relations and Publicity based on its three distinctive qualities?
In the context of the cost-effectiveness of communication tools at different buyer-readiness stages, which tools play the most important roles in the awareness-building stage?
The marketing communications mix consists of how many major modes of communication?
What type of communication channels are advocate, expert, and social channels a further distinction of?
According to the forecast in Table 19.2, which medium is expected to have the largest share of global adspend in 2016?
According to the forecast in Table 19.2 for U.S. Digital Marketing Communications in 2016, what percentage of the spend is allocated to Email Marketing?
What is the primary characteristic that makes Mobile Marketing distinct, according to the text?
In the Ocean Spray 'Straight from the Bog' campaign, what was the average sales lift in its first five years?
What is the primary function of a communication audit?
In the example of the Pottsville College awareness campaign, what was the stated objective for making students in Nebraska aware of its name?
The JKY by Jockey campaign was an integrated, retailer-specific program with which retailer?
Which of the following is an example of an informational appeal?
When are two-sided messages, which mention a product's shortcomings, considered more effective?
In the Citibank 'Citi Bikes' sponsorship example in New York City, what was the value of the six-year deal to sponsor the bike-sharing program?
The idea that mass communications often first flow from media to opinion leaders and then from these influencers to the less media-involved population is known as what?
What is defined as 'any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor'?
What is 'noise' in the macromodel of the communications process?
Which of the following celebrity endorsers mentioned in 'Marketing Memo: Celebrity Endorsements as a Message Strategy' was noted for having high recognition but negative affect among many groups?
What is the key objective of the 'Playing Tricks to Build a Brand' insight, as illustrated by the LG and Samsung examples?
What is the most significant disadvantage of the percentage-of-sales method for budget setting?
Which characteristic of Online and Social Media Marketing is described as the ability to provide 'as much or as little' information or entertainment as a consumer might want?
What is the key difference in communication spending between consumer marketers and business marketers?
According to the analysis of Brand B in Figure 19.5, what is the situation?
Which of the 'six Cs' of IMC relates to the extent to which different communication options share the same meaning, ensuring consistency?
What does a 'gross rating point' (GRP) represent in the context of advertising budget setting?