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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 1 Integrated Marketing Communications 1) In terms of a communications model, the sender is: A) the company seeking to sell a product. B) a television set. C) the consumer viewing an […]

45) An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of: A) marketing myopia. B) standardization. C) adaptation. D) accountability. Question Tag: Application AACSB Category: […]

74) In terms of integration of media platforms, social spider-webbing occurs when consumers share content or information across multiple devices. Question Tag: Definition (Concept) AACSB Category: Information technology Objective: 1-3 75) Retailers strive to maintain channel power by controlling shelf […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 2 Corporate Image and Brand Management 1) When Applebee’s Neighborhood Bar and Grill faced declining sales in 2008, efforts were made to: A) sell IHOP to raise capital. B) raise prices […]

44) While rejuvenating an image will help a firm sell more products, it will seldom attract new customers. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 2-2 45) Creating a strong advertising campaign is normally sufficient to rejuvenate […]

90) When Black & Decker introduced a new form of wrench with the name “Black & Decker Adjustable Wrench,” which was being used? A) family brand B) cooperative brand C) flanker brand D) complementary brand Question Tag: Application AACSB Category: […]

133) When customers purchase only one brand and consider no other brand, regardless of price differences, which exists? A) brand involvement. B) brand specialty. C) brand loyalty. D) brand parity. Question Tag: Definition (Concept) Objective: 2-6 134) The perception that […]

171) A proprietary brand marketed by an organization and distributed within the organization’s outlets is a(n): A) private label. B) flanker brand. C) co-brand. D) complementary brand. Question Tag: Definition (Concept) Objective: 2-7 172) Private brands are: A) new brands […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 3 Buyer Behaviors 1) The first step in the consumer decision-making process is: A) evaluation of alternatives. B) information search. C) problem recognition. D) internal search. Question Tag: Definition (Concept) AACSB […]

40) During the initial search for purchasing alternative products or services, a consumer considers all of the brands that he or she has used in the past. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-1 41) If […]

85) The evoked set in a purchase decision consists of brands that have been purchased previously. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-2 86) An evoked set consists of the inept set and the inert set. […]

127) In terms of personality, an introvert is likely to display each of the following characteristics within the buying center except: A) spend less time talking within the buying center. B) become more involved in the buying process. C) will […]

168) In the business-to-business buying process, the first step is: A) identification of a need. B) establishment of specifications. C) identification of alternatives. D) appointing a committee. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-6 169) Derived […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 4 The IMC Planning Process 1) The first step in the IMC planning process is: A) communications research. B) defining the firm’s target market. C) an analysis of the product positioning. […]

44) Attitudes, interests, and opinions are reflected in ________ segments. A) demographic market B) geographic market C) psychographic market D) product differentiation Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 4-2 45) Males who buy items because they […]

89) A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is: A) industry. B) business size. C) geographic location. D) usage. Question Tag: Application AACSB Category: Reflective thinking […]

130) The starting point that is studied in relation to the degree of change following a promotional campaign is called a: A) post-hoc analysis. B) marginal analysis. C) benchmark measure. D) standardized measure. Question Tag: Definition (Concept) AACSB Category: Application […]

160) In allocating its marketing communications budget, a ski resort in Colorado would tend to use the ________ schedule. A) flighting B) continuous C) payout D) pulsating Question Tag: Application Objective: 4-6 161) In allocating its marketing communications budget, a […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 5 Advertising Management 1) Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase […]

41) Liking follows awareness and knowledge in the hierarchy of effects model. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 5-1 42) Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model. Answer: FALSE […]

87) When a company introduces a new product under a strongly established brand name, the length of time to reach the threshold point where advertising becomes effective is normally longer. Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 5-2 […]

129) All of the following are evaluation criteria that should be considered in selecting an advertising agency except: A) creative reputation and capabilities. B) industry regulations. C) production capabilities. D) media purchasing capabilities. Question Tag: Definition (Concept) AACSB Category: Application […]

174) A customer who reports that Lexus is the first car he thinks of in the “luxury automobile” category is describing a ________ brand. A) top-of-mind B) top-choice C) quality choice D) top-of-industry Question Tag: Application AACSB Category: Application of […]

207) Maintaining consistent product positioning throughout a brand’s life makes it more likely that a consumer will place the brand in his or her cognitive map. Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 5-6 208) In terms of […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 6 Advertising Design 1) According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were: A) somewhat or very interesting. B) not interesting. C) very […]

37) Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes? A) Cognitive B) Emotional C) Affective D) Conative Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-1 38) Conative message strategies utilize an […]

90) All of the following are types of appeals that can be used in designing ads except: A) music. B) cognitive. C) rationality. D) emotion. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-2 91) Although almost any […]

129) Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. The ________ appeal would be the most effective in developing or changing Byron’s attitude and in establishing specific […]

180) Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-2 181) Print media and television offer the […]

221) Showing someone enjoying an exotic experience–such as a beach in Florida–would be which type of executional framework? A) Testimonial B) Dramatization C) Slice-of-life D) Fantasy Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 6-3 222) The fantasy executional […]

255) Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from: A) expertise. B) attractiveness. C) likeability. D) similarity. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-4 256) […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 7 Traditional Media Channels 1) A media strategy is the process of: A) investigating the media usage of a product’s target market. B) analyzing and choosing media for an advertising and […]

45) Multiplying a vehicle’s rating times opportunities to see for an advertisement calculates the: A) cost per thousand. B) gross rating points. C) cost per rating point. D) frequency. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 7-3 […]

92) Many advertisers doubt the validity of the three-exposure hypothesis primarily because of: A) the number of media now available to advertisers has increased substantially. B) ad clutter. C) the power of the internet. D) the synergistic effect of using […]

135) In terms of social media and television, research by Nielsen’s Social Guide Service found that the heaviest Twitter activity occurred: A) just prior to a particular TV show. B) during commercial breaks. C) during the TV show. D) immediately […]

174) Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 7-5 175) For local companies, billboards are […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 8 Digital Marketing 1) Digital marketing combines all of the following except: A) e-commerce. B) mobile marketing. C) internet marketing. D) indirect response marketing. Question Tag: Definition (Concept) AACSB Category: Application […]

41) To be successful in using financially-based incentives to encourage online purchases, the incentives: A) must match the target market of the website. B) should offer something free. C) apply to all customers, not just first time purchasers. D) should […]

88) Effective mobile marketing involves understanding the social and shopping nature of mobile phone users. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 8-4 89) Two keys to text message mobile advertising include careful timing of the message […]

130) American Eagle’s marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer’s website. The best position for American Eagle’s video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or […]

182) What is interactive marketing and what are the primary interactive marketing programs? Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 8-5 183) What is content marketing and what are the keys to its success? Answer: Content marketing […]

210) The best and most effective search engine optimization method is: A) paid search insertions on search engines. B) paid banner ads on other companies’ websites. C) identification through the natural, or organic, emergence of a site on a search […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 9 Social Media 1) Social media is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations […]

40) Approximately 42 percent of online consumers use multiple social networking sites. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 9-2 41) If a brand wants to target African-Americans through social media, a good social networking site to […]

89) In social listening, just counting the number of times a brand is mentioned does not tell the whole story. The sentiment of those mentions, whether positive or negative is also important. Question Tag: Definition (Concept) AACSB Category: Reflective thinking […]

131) Content seeding by brands can be any type of incentive that offers information, uniqueness, novelty, or financial benefits. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 9-4 132) A common method of content seeding is offering some […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 10 Alternative Marketing 1) All of the following statements are true, except: A) advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers. B) alternative marketing programs […]

37) All of the following concepts are associated with guerilla marketing except: A) requires energy and imagination. B) designed to obliterate the competition. C) aims messages at individuals and small groups. D) “you marketing,” based on how we can help […]

87) What is guerilla marketing? How is it different from traditional marketing? Question Tag: Synthesis AACSB Category: Application of knowledge Objective: 10-1 88) What is lifestyle marketing? Answer: Lifestyle marketing is a form of guerilla marketing. The goal is to […]

128) All of the following would be considered alternative media except: A) local and state government facilities. B) billboards. C) escalators. D) shopping bags. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 10-3 129) In selecting alternative media […]

161) The majority of purchase decisions are made in retail stores. Question Tag: Synthesis AACSB Category: Reflective thinking Objective: 10-4 162) In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store advertising. Answer: TRUE Difficulty: […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 11 Database and Direct Response Marketing and Personal Selling 1) Successful database marketing emphasizes two things: A) sales and contribution margin. B) identifying customers and building relationships. C) lifetime value of […]

48) Through lifetime value analysis, a company can build a profile of its best customers, which can then be used to identify prospective new customers or upgrade current customers to a higher level of purchasing. Question Tag: Definition (Concept) AACSB […]

91) The most common database-driven marketing programs are permission marketing, frequency programs, and digital marketing. Question Tag: Definition (Concept) AACSB Category: Information technology Objective: 11-3 92) A permission marketing program means promotions are only sent to customers who grant permission […]

141) Direct sales are not an attractive method for selling products to consumers. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 11-4 142) Through search engine optimization, brand managers can place direct response ads before consumers who are […]

170) In handling objections during the sales call, Gavin (the salesperson) normally will say “yes, but…” then proceed to explain his brand’s benefits or features that will address the objection raised. This approach is called the ________ method. A) compensation […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 12 Sales Promotions 1) When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a: A) consumer promotion. B) […]

41) In recent years, marketers have increased the use of which medium for distributing samples? A) broadcast media B) freestanding inserts C) magazines D) direct mail Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 12-2 42) The primary […]

91) Shania received a sample of a new tea drink when she attended a football game in Miami. This is an example of instant redemption sampling. Question Tag: Critical Thinking AACSB Category: Application of knowledge Objective: 12-2 92) In recent […]

137) Exit fees are paid for: A) covering the cost of removing unsuccessful products from inventory. B) getting a retailer to agree to limit purchases from another vendor. C) shipping costs. D) cooperative advertising programs. Question Tag: Definition (Concept) AACSB […]

164) A trade promotion is a physical product sent as part of a promotional deal. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 12-4 165) Consumer promotions are for end-users while trade promotions are for channel members. Answer: […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 13 Public Relations and Sponsorship Programs 1) Interstate Batteries’ involvement with NASCAR is an example of: A) involvement. B) event marketing. C) green marketing. D) sponsorship. Question Tag: Application AACSB Category: […]

44) The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers. Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 13-2 45) Strong corporate and brand names can enhance […]

92) While Coca-Cola is involved in pro-environmental activities, the company does not widely publicize these activities because company leaders believe they will not gain more customers from the publicity. Question Tag: Critical Thinking AACSB Category: Reflective thinking Objective: 13-3 93) […]

134) Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy. Question Tag: Critical Thinking AACSB Category: Reflective thinking Objective: 13-4 135) Reactive damage control strategies include internet interventions, crisis […]

173) When a firm supports a specific event, such as a local youth baseball tournament, it is ________ marketing. A) sponsorship B) event C) cause-related D) tie-in Question Tag: Application AACSB Category: Application of knowledge Objective: 13-6 174) A Hispanic […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 14 Regulations and Ethical Concerns 1) The agency that would be concerned with the salt content in foods would be the: A) Federal Trade Commission. B) Federal Communications Commission. C) United […]

45) In terms of substantiation of advertising claims, the FTC and the courts state that evidence presented must be for the exact product being tested, not for a similar product. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: […]

86) If a business files a complaint with the NAD of the Council of Better Business Bureaus claiming that one of its competitors has unfairly and deceptively depicted the business in an ad, the NAD will: A) issue a cease […]

129) Although giving or receiving bribes in business-to-business interactions is illegal in the United States, in some countries, such as France and Germany, bribes are: A) permitted for international firms doing business in France or Germany. B) permitted for French- […]

154) Ambush marketing occurs when a brand attempts to associate itself with a competing brand through comparative advertising. Question Tag: Definition (Concept) AACSB Category: Ethical understanding and reasoning Objective: 14-6 155) With direct ambush marketing, a brand suggests or hints […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 15 Evaluating an Integrated Marketing Program 1) An examination of a creative message and the physical design of an advertisement or other marketing communication piece is a(n): A) respondent behavior evaluation. […]

37) With regard to copytesting, the current thought by a number of marketing professionals is that the test: A) favors affective approaches over rational approaches. B) inspires creativity. C) is necessary primarily because of the issue of accountability. D) is […]

84) Describe advertising research tracking and what it can be used to evaluate. Question Tag: Synthesis AACSB Category: Reflective thinking Objective: 15-3 85) Discuss the value of copytesting. Answer: Copytesting can provide information about the effectiveness of a campaign or […]

119) When reactions to a small scale marketing effort are used to predict reactions in a larger area, the testing method is: A) emotional response. B) position advertising copytesting (PACT) principles. C) a test market. D) a simulation model. Question […]