Integrated Advertising, Promotion, and Marketing Communications 7th Edition

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 ad on the internet. D) a consumer ignoring an ad in a newspaper. Answer: ADifficulty: Moderate Answer:

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. Answer: DDifficulty: Moderate Answer: DDifficulty: Moderate Answer: D Difficulty: Moderate Question Tag: Application AACSB Category: Reflective thinking Objective: 1-3 46) Current trends affecting marketing communications include all

74) In terms of integration of media platforms, social spider-webbing occurs when consumers share content or information across multiple devices. Answer: TRUEDifficulty: Easy Answer: TRUEDifficulty: Easy Answer: TRUE Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Information technology Objective: 1-3 75) Retailers strive to maintain channel power by controlling shelf space, packaging, prices and purchase data. Answer: FALSEDifficulty: Easy Answer:

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 and increase quality. C) rejuvenate the brand. D) co-brand with IHOP. Answer: CDifficulty: Moderate Answer: CDifficulty: Moderate Answer:

44) While rejuvenating an image will help a firm sell more products, it will seldom attract new customers. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 2-2 45) Creating a strong advertising campaign is normally sufficient to rejuvenate a brand's image. Answer: FALSEDifficulty: Difficult Answer: FALSEDifficulty: Difficult Answer: FALSE Difficulty:

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 Answer: ADifficulty: Difficult Answer: ADifficulty: Difficult Answer: A Difficulty: Difficult Question Tag: Application AACSB Category: Application of knowledge Objective: 2-5 91) A brand extension is: A) a group

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. Answer: CDifficulty: Easy Answer: CDifficulty: Easy Answer: C Difficulty: Easy Question Tag: Definition (Concept) Objective: 2-6 134) The perception that all brands are essentially the same is: A) brand equity. B) brand parity. C)

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. Answer: ADifficulty: Easy Answer: ADifficulty: Easy Answer: A Difficulty: Easy Question Tag: Definition (Concept) Objective: 2-7 172) Private brands are: A) new brands sold in the same category. B) the joint venture of two or more

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. Answer: CDifficulty: Easy Answer: CDifficulty: Easy Answer: C Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-1 2) After watching an advertisement for Wrangler

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. Answer: FALSEDifficulty: Difficult Answer: FALSEDifficulty: Difficult Answer: FALSE Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-1 41) If a consumer has sufficient information from an internal

85) The evoked set in a purchase decision consists of brands that have been purchased previously. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate 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. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate Question Tag: Definition

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 not ask important questions because of timidity. D) will listen carefully to others in

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. Answer: ADifficulty: Easy Answer: ADifficulty: Easy Answer: A Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-6 169) Derived demand is demand: A) from consumers for new goods and services. B) from manufacturers

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. D) developing communications objective. Answer: ADifficulty: Moderate Answer: ADifficulty: Moderate Answer: A Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application

44) Attitudes, interests, and opinions are reflected in ________ segments. A) demographic market B) geographic market C) psychographic market D) product differentiation Answer: CDifficulty: Moderate Answer: CDifficulty: Moderate Answer: C Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 4-2 45) Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach? A) Geographic B) Psychographic C) Generational D)

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. Answer: BDifficulty: Moderate Answer: BDifficulty: Moderate Answer: B Difficulty: Moderate Question Tag: Application AACSB Category: Reflective thinking Objective: 4-3 90) Using segmentation by size, which type of organization would

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. Answer: CDifficulty: Easy Answer: CDifficulty: Easy Answer: C Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 4-5 131) All of the following would be examples of

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 Answer: ADifficulty: Difficult Answer: ADifficulty: Difficult Answer: A Difficulty: Difficult Question Tag: Application Objective: 4-6 161) In allocating its marketing communications budget, a company such as General Electric that sells kitchen appliances would tend to

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 vehicles on a regular basis. When consumers do make the decision

41) Liking follows awareness and knowledge in the hierarchy of effects model. Answer: TRUEDifficulty: Moderate Answer: TRUEDifficulty: Moderate Answer: TRUE Difficulty: Moderate 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: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category:

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. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 5-2 88) A sales-response function curve shows when diminishing

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. Answer: BDifficulty: Difficult Answer: BDifficulty: Difficult Answer: B Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 5-4 130) An agency representing convenience stores that has

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 Answer: ADifficulty: Moderate Answer: ADifficulty: Moderate Answer: A Difficulty: Moderate Question Tag: Application AACSB Category: Application of knowledge Objective: 5-6 175) When a customer prefers a specific brand, that

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. Answer: TRUEDifficulty: Moderate Answer: TRUEDifficulty: Moderate Answer: TRUE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 5-6 208) In terms of campaign duration, changing ads within a campaign frequently

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 influential in their purchase decisions. D) somewhat influential in their purchase decisions. Answer: ADifficulty: Difficult Answer: ADifficulty:

37) Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes? A) Cognitive B) Emotional C) Affective D) Conative Answer: DDifficulty: Moderate Answer: DDifficulty: Moderate Answer: D Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-1 38) Conative message strategies utilize an attitude formation sequence of: A) affective conative cognitive. B) conative cognitive affective. C) cognitive conative

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. Answer: BDifficulty: Easy Answer: BDifficulty: Easy Answer: B Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-2 91) Although almost any type of appeal can be used to create an advertisement, it is

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 brand beliefs. A) sex B) emotional C) humor D) rational Answer: DDifficulty: Difficult Answer: DDifficulty: Difficult Answer:

180) Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-2 181) Print media and television offer the best outlets for rational appeals. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty:

221) Showing someone enjoying an exotic experiencesuch as a beach in Floridawould be which type of executional framework? A) Testimonial B) Dramatization C) Slice-of-life D) Fantasy Answer: DDifficulty: Easy Answer: DDifficulty: Easy Answer: D Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 6-3 222) The fantasy executional framework relies on: A) raw sex and nudity. B) comparisons of product features. C) suggestiveness. D)

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. Answer: DDifficulty: Difficult Answer: DDifficulty: Difficult Answer: D Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-4 256) Britney really liked the advertisement by Saturn that featured an elementary school

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 promotions campaign. C) selecting the outlets of each media that will be used for

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. Answer: BDifficulty: Moderate Answer: BDifficulty: Moderate Answer: B Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 7-3 46) If an advertisement appears on the CSI television show three

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 multiple media in an advertising campaign. Answer: BDifficulty: Moderate Answer: BDifficulty: Moderate Answer: B Difficulty: Moderate Question Tag: Critical

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 following the TV show. Answer: CDifficulty: Moderate Answer: CDifficulty: Moderate Answer: C Difficulty: Moderate Question Tag: Application AACSB Category: Reflective

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. Answer: TRUEDifficulty: Moderate Answer: TRUEDifficulty: Moderate Answer: TRUE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 7-5 175) For local companies, billboards are an effective advertising medium because primarily local audiences see

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. Answer: DDifficulty: Easy Answer: DDifficulty: Easy Answer: D Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 8-1 2) Digital marketing combines the components of e-commerce, internet

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 be meaningful to those visiting the website and be changed periodically. Answer: DDifficulty: Difficult Answer: DDifficulty:

88) Effective mobile marketing involves understanding the social and shopping nature of mobile phone users. Answer: TRUEDifficulty: Moderate Answer: TRUEDifficulty: Moderate Answer: TRUE Difficulty: Moderate 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 and using geo-targeting so only consumers close to the

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 post-roll. Answer: CDifficulty: Difficult Answer: CDifficulty: Difficult Answer: C Difficulty: Difficult Question Tag: Application AACSB Category: Application of knowledge Objective: 8-5 131) Duracell

182) What is interactive marketing and what are the primary interactive marketing programs? Answer: Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers. Primary forms of interactive marketing include blogs, email marketing, email newsletters, social networks, search

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 engine. D) paid search ads. Answer: CDifficulty: Moderate Answer: CDifficulty: Moderate Answer: C Difficulty: Moderate Question Tag: Definition (Concept) AACSB

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 that are tied together in some manner. C) a website that focuses on a

40) Approximately 42 percent of online consumers use multiple social networking sites. Answer: TRUEDifficulty: Difficult Answer: TRUEDifficulty: Difficult Answer: TRUE Difficulty: Difficult 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 use would be Twitter. Answer: TRUEDifficulty: Difficult Answer: TRUEDifficulty: Difficult Answer:

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. Answer: TRUEDifficulty: Easy Answer: TRUEDifficulty: Easy Answer: TRUE Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 9-3 90) Through listening to social buzz,

131) Content seeding by brands can be any type of incentive that offers information, uniqueness, novelty, or financial benefits. Answer: TRUEDifficulty: Easy Answer: TRUEDifficulty: Easy Answer: TRUE Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 9-4 132) A common method of content seeding is offering some type of financial incentive, such as coupons, rebates,

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 are on the rise. C) advertisers are using more alternative media. D) advertisers are spending

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 "you." Answer: BDifficulty: Difficult Answer: BDifficulty: Difficult Answer: B Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 10-1 38)

87) What is guerilla marketing? How is it different from traditional marketing? Answer: Guerilla marketing focuses on low-cost, creative strategies to reach the right people. It is different from traditional marketing because the company uses energy and imagination; measures success through profits rather than sales; bases efforts on psychology and human

128) All of the following would be considered alternative media except: A) local and state government facilities. B) billboards. C) escalators. D) shopping bags. Answer: BDifficulty: Easy Answer: BDifficulty: Easy Answer: B Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 10-3 129) In selecting alternative media to place advertisements, the goal is to: A) find low-cost alternatives to replace

161) The majority of purchase decisions are made in retail stores. Answer: TRUEDifficulty: Moderate Answer: TRUEDifficulty: Moderate Answer: TRUE Difficulty: Moderate 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: TRUEDifficulty: Difficult Answer: TRUEDifficulty: Difficult Answer: TRUE Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Application

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 customers and data mining. D) data mining and data coding. Answer: BDifficulty: Moderate Answer: BDifficulty: Moderate Answer: B Difficulty:

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. Answer: FALSEDifficulty: Difficult Answer: FALSEDifficulty: Difficult Answer: FALSE Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Information technology Objective: 11-1 49) Retail stores

91) The most common database-driven marketing programs are permission marketing, frequency programs, and digital marketing. Answer: FALSEDifficulty: Easy Answer: FALSEDifficulty: Easy Answer: FALSE Difficulty: Easy 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 to receive them. Answer: TRUEDifficulty: Easy Answer: TRUEDifficulty: Easy Answer: TRUE Difficulty: Easy Question

141) Direct sales are not an attractive method for selling products to consumers. Answer: FALSEDifficulty: Moderate Answer: FALSEDifficulty: Moderate Answer: FALSE Difficulty: Moderate 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 searching the internet to either purchase a product

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 B) "feel, felt, found" C) head-on D) indirect Answer: ADifficulty: Moderate Answer: ADifficulty: Moderate Answer: A Difficulty: Moderate Question

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) bonus program. C) trade promotion. D) brand awareness program. Answer: ADifficulty: Moderate Answer: ADifficulty: Moderate Answer: A Difficulty: Moderate Question

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 Answer: BDifficulty: Difficult Answer: BDifficulty: Difficult Answer: B Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 12-2 42) The primary company advantage of internet sampling is that: A) it is cheaper than the

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. Answer: FALSEDifficulty: Difficult Answer: FALSEDifficulty: Difficult Answer: FALSE Difficulty: Difficult Question Tag: Critical Thinking AACSB Category: Application of knowledge Objective: 12-2 92) In recent years, marketers have reduced the use of freestanding

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. Answer: ADifficulty: Moderate Answer: ADifficulty: Moderate Answer: A Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 12-4 138) Retailers use each of the

164) A trade promotion is a physical product sent as part of a promotional deal. Answer: FALSEDifficulty: Easy Answer: FALSEDifficulty: Easy Answer: FALSE Difficulty: Easy 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: TRUEDifficulty: Easy Answer: TRUEDifficulty: Easy Answer: TRUE Difficulty: Easy Question Tag: Definition (Concept) AACSB

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. Answer: DDifficulty: Easy Answer: DDifficulty: Easy Answer: D Difficulty: Easy Question Tag: Application AACSB Category: Application of knowledge Objective: 13-1 2) When Interstate Batteries receives a positive news

44) The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers. Answer: TRUEDifficulty: Moderate Answer: TRUEDifficulty: Moderate Answer: TRUE Difficulty: Moderate Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 13-2 45) Strong corporate and brand names can enhance a business during good times and protect it

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. Answer: FALSEDifficulty: Difficult Answer: FALSEDifficulty: Difficult Answer: FALSE Difficulty: Difficult Question Tag: Critical Thinking AACSB Category: Reflective thinking Objective: 13-3 93) Practically every company actively promotes its environmentally safe

134) Claiming a product is low-carb while displaying the waistline of a thin person is an example of an enhancement strategy. Answer: TRUEDifficulty: Difficult Answer: TRUEDifficulty: Difficult Answer: TRUE Difficulty: Difficult Question Tag: Critical Thinking AACSB Category: Reflective thinking Objective: 13-4 135) Reactive damage control strategies include internet interventions, crisis management, apology strategies, and impression management techniques. Answer: TRUEDifficulty: Moderate Answer:

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 Answer: BDifficulty: Moderate Answer: BDifficulty: Moderate Answer: B Difficulty: Moderate Question Tag: Application AACSB Category: Application of knowledge Objective: 13-6 174) A Hispanic fiesta held in Houston, Texas funded by a food company is an

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 States Postal Service. D) Food and Drug Administration. Answer: DDifficulty: Easy Answer: DDifficulty: Easy Answer: D Difficulty: Easy Question Tag:

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. Answer: TRUEDifficulty: Difficult Answer: TRUEDifficulty: Difficult Answer: TRUE Difficulty: Difficult Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 14-2 46) In terms of substantiation of advertising

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 and desist order if it finds the ad is indeed deceptive

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- or German-owned companies. C) accepted if it involves a contract with the government,

154) Ambush marketing occurs when a brand attempts to associate itself with a competing brand through comparative advertising. Answer: FALSEDifficulty: Easy Answer: FALSEDifficulty: Easy Answer: FALSE Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Ethical understanding and reasoning Objective: 14-6 155) With direct ambush marketing, a brand suggests or hints it is associated with a major sporting event

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. B) online evaluation metric. C) message evaluation. D) message synthesis. Answer: CDifficulty: Easy Answer: CDifficulty: Easy Answer: C Difficulty:

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 not really useful, but necessary because of demands of creatives. Answer: CDifficulty: Difficult Answer: CDifficulty: Difficult Answer:

84) Describe advertising research tracking and what it can be used to evaluate. Answer: Advertising research tracking is an in-market research method used to monitor a brand's performance over a campaign or an advertisement. It can provide information on how well the ad is performing compared to competing ads and previous

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. Answer: CDifficulty: Easy Answer: CDifficulty: Easy Answer: C Difficulty: Easy Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 15-6 120) Test