Advertising Promotion And Other Aspects Of Integrated Marketing Communications 9th Edition

Which of the following types of salespeople are employees of manufacturers? a. inside sales b. retail sales c. missionary sales d. new-business sales e. None of these are correct. Answer: C Answer: C Answer: C The process of setting objectives literally forces top marketing executives and marcom personnel to agree on the course that a brand's marcom strategy will

Edna has taken footage from existing commercials and spliced them together to represent a proposed commercial. Edna has a(n) _____. a. storyboard b. liveamatic c. ripamatic d. animatic e. photomatic Answer: C Answer: C Answer: C Which type of sales position relies on the telephone and Internet more so than the others? a. new business b. trade c. missionary d. inside e. retail Answer: D Answer:

Marcom implementation decisions include the choice of messages, media, mixture of marcom elements, and the achievement of a continuous message presence, or momentum. Answer: T Answer: T Answer: T Lack of verified data regarding audience characteristics has retarded the growth of the out-of-home industry and has prevented many advertisers from investing heavily in this type

The _____ marketing public relations strategy describes the conduct of public relations in response to outside influences. a. proactive b. reactive c. offensive d. accommodation e. tactical Answer: B Answer: B Answer: B Companies' databases of customers often contain R-F-M data. The F stands for _____. a. frequency b. familiarity c. feedback d. follow-up e. functional Answer: A Answer: A Answer: A Based on the attitude formation equation,

Generally speaking, good logos are those that convey essentially the same meaning to all target members. Answer: T Answer: T Answer: T There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions. Answer: F Answer: F Answer: F In-store sampling often fails to reach sufficient numbers of consumers to justify its expense. Answer: T Answer:

The self-direction value includes the desire for freedom, independence, choosing one's goals, and creativity. Answer: T Answer: T Answer: T Advertising's primary role is at times to facilitate other marcom efforts. Answer: T Answer: T Answer: T Direct advertising is delivered either to homes and workplaces or at a variety of public venues. Answer: F Answer: F Answer: F Humor enhances liking

Which type of coupons achieve the highest household penetration? a. point-of-purchase coupons b. mail-delivered coupons c. newspaper-delivered coupons d. on-pack coupons e. online coupons Answer: B Answer: B Answer: B Research shows that users of yellow pages tend to be ____ years-old. a. 15-to-19 b. 19-to-25 c. 25-to-49 d. 30-to-49 e. 40-to-49 Answer: C Answer: C Answer: C A good logo should _____. a. be very simple b. be very

Which of the following can impact the sale-to-advertising response function? a. creativity of advertising execution b. state of the economy c. intensity of competitive advertising efforts d. overall quality of the brand's mix e. All of these are correct. Answer: E Answer: E Answer: E By definition, _____ simply means that consumers come in contact with the marketer's message. a.

Which step of personal selling is most critical for developing a long-term relationship between the salesperson and the client? a. preapproach b. prospecting c. approach d. sales presentation e. follow up Answer: E Answer: E Answer: E Which of the following is a point-of-purchase form of coupon? a. FSI coupon b. instantly redeemable coupon c. in-pack coupon d. on-pack coupon e. online coupon Answer: B Answer:

Objective setting and budgeting decisions are implementation marcom decisions. Answer: F Answer: F Answer: F One major by-product of efforts to increase a brand's equity is that consumer brand loyalty might also increase, which in turn, could positively influence long-term growth and profitability. Answer: T Answer: T Answer: T Characteristics of the audience, media, message, company, and product

In the VALSTM segmentation scheme, consumer segments are represented along the dimensions of primary motivations and resources. Answer: T Answer: T Answer: T Compare and contrast the terms promotion and marketing communications, and list the primary tools of marketing communications. Answer: The '4P' characterization of marketing has led to widespread use of the term promotion

A variable that influences the awareness class would include _____. a. free samples b. price discounts c. demographics d. product satisfaction e. All of these are correct. Answer: A Answer: A Answer: A An objective that manufacturers can have for using trade-oriented promotion is to _____. a. introduce new or revised products b. build retail inventories c. obtain displays outside normal shelf

Although there is no simple resolution to whether the traditional or heretical view is more correct, one thing is certain: companies and their chief executives and financial officers are increasingly demanding greater _____ from marcom programs. a. creativity b. product placement c. consumer response d. brand awareness e. accountability Answer: E Answer: E Answer: E Rick's job at a

There are fewer than twenty social media brands in the social media landscape fighting for users. Answer: F Answer: F Answer: F The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades. Answer: F Answer: F Answer: F An advertiser employs a generic creative style when making a claim that could be

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies' actual websites with the intent to extract personal data from people such as their credit card and ATM numbers. a. Spamming b. Podcasting c. Skimming d. Phishing e. Browsing Answer: D Answer:

A false claim is, by definition, deceptive. Answer: F Answer: F Answer: F CPM is a measure of a media vehicle's effectiveness. Answer: F Answer: F Answer: F Discuss the strengths and weaknesses of magazine advertising. Make recommendations for the types of products and situations in which magazine advertising should be used. Answer: Magazine advertising's strengths are:1) Some magazines

Japanese buyers are known for their tendency to be risk-averse. Answer: T Answer: T Answer: T Over 60 percent of advertising is found to be deceptive. Answer: F Answer: F Answer: F Presales, or communication, objectives such as increases in brand awareness are claimed to be 'vaguely wrong,' in contrast to sales measures that are asserted to be

The ABC Company usually sells a package of ten razor blades for $9.00. When the company offers a package of twelve razor blades for $9.00, they are offering a _____. a. self-liquidating offer b. bonus pack c. price-off promotion d. rebate e. sample Answer: B Answer: B Answer: B What method is often used by salespeople during the sales

When a salesperson disputes an objection and offers solid reasons for the dispute, the salesperson is in the _____ phase of personal selling. a. close b. approach c. handling objections d. prospecting e. preapproach Answer: C Answer: C Answer: C The types of associations that come to the consumer's mind when contemplating a particular brand is known as _____. a.

There are eight column widths in newspapers. Answer: F Answer: F Answer: F Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action. Answer: T Answer: T Answer: T One reason why some POP materials go unused would be because they take up too much space for

The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point. Answer: T Answer: T Answer: T Personal selling is one-way communication, as are the other promotional tools. Answer: F Answer: F Answer: F The objective of marketing communications is to enhance brand equity as a means of

The traditional media and the Internet represent a disorderly state for individual advertisers inasmuch as their attempts to capture the viewer's or listener's attention is offset by the efforts of hundreds of other advertisers attempting to accomplish the same goal. This is referred to as _____. a. noise b. fragmentation c. wasted coverage d.

A push strategy is when a manufacturer directs personal selling, trade advertising, and trade-oriented sales promotion to wholesalers, retailers and consumers. Answer: F Answer: F Answer: F Rebate fraud can be committed by manufacturers, retailers, and consumers. Answer: T Answer: T Answer: T Interference and distortion in the communication process is called noise. Answer: T Answer: T Answer: T E-mail is not

The first step of the package design process is to _____. a. determine communication priorities b. conduct a product category analysis c. specify brand-positioning objectives d. perform a competitive analysis e. identify salient brand attributes/benefits Answer: C Answer: C Answer: C Which of the following is a VALS segment? a. Innovators b. Up & Comers c. Realists d. Individualists e. New Traditionalists Answer: A Answer: A Answer:

Marketing communicators can most effectively gain the consumers' attention by creating messages that truly appeal to their needs for _____. a. product-relevant information b. positioning-relevant information c. demographic-relevant information d. promotion-relevant information e. attention Answer: A Answer: A Answer: A Gwen works at a consumer-goods manufacturer and deals with the tactical, day-to-day activities that must be performed to carry

Discuss the advantages of pursuing a career in sales. Answer: The answer to this question appears on page 680. The advantages of pursuing a job in salesinclude job freedom, variety and challenge, opportunities for advancement, and attractive compensation and non-financial rewards. Answer: The answer to this question appears on page 680. The

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition. Answer: T Answer: T Answer: T Sponsorship of special events and causes enables marketers to target their

The notion underlying good packaging is gestalt, which means that people react to the unified whole, not to the individual parts. Answer: T Answer: T Answer: T One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relations, and promotion agencies, have been reluctant to broaden their function beyond

Singles _____. a. watch more prime-time television than the national average b. watch less late-night television than the national average c. watch less cable television than the general population d. read more magazines than the general population e. are more difficult to reach via any medium compared to married consumers Answer: D Answer: D Answer: D Joan works at

Lee Michaels is a national chain jewelry store found in many malls across the U.S. Laurie went in to look at the watches, but she was unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is known

Reaching new market segments is a benefit of cause-related marketing. Answer: T Answer: T Answer: T The degree to which an innovation is perceived to fit into a person's way of doing things is termed compatibility. Answer: T Answer: T Answer: T Older consumers appear to be the most responsive to brand placement in movies. Answer: F Answer: F Answer: F Tobacco

Conceding to parts of the objection is one way of handling objections and reducing sales resistance. Answer: T Answer: T Answer: T While manufacturers incur increased costs due to forward buying, their margins are increased to off-set the price discounts. Answer: F Answer: F Answer: F Of the product categories of automobiles, computers and software, drugs, food, personal

A field of experience is the sum total of a person's experiences during his or her lifetime. Answer: T Answer: T Answer: T Off-invoice allowances often induce retailers to stockpile products in order to take advantage of the temporary price reductions. Answer: T Answer: T Answer: T Define what a premium is, and name and describe the four

Short-term memory is also known as _____ memory. a. relevant b. working c. perceptual d. cognitive e. referral Answer: B Answer: B Answer: B Which of the following is true regarding the value the investment community places on celebrity endorsers? a. Stock prices can increase when a company announces celebrity-endorsement contracts. b. Stock prices can decrease when negative publicity reaches the

Coupons, trade shows, buying allowances, premiums, and price-off deals are all examples of _____. a. media advertising b. promotions c. place advertising d. point-of-purchase advertising e. public relations Answer: B Answer: B Answer: B The two general categories of on-premise signs are _____. a. primary and secondary b. free-standing and building-mounted c. internal and external d. temporary and permanent e. retailer-provided and manufacturer-provided Answer: B Answer:

_____ involves marketing communication investments in events or causes for the purpose of achieving various corporate objectives. a. Event-related PR b. Public relations c. Sponsorship d. Cause-related marketing e. Philanthropy Answer: C Answer: C Answer: C Humorous advertisements in the United States generally involve the use of _____. a. slapstick humor b. exemplars c. psychological reactance d. incongruity resolution e. cognitive dissonance Answer: D Answer: D Answer:

Laddering involves short, one-on-one interviews that typically last between 5 to 10 minutes. Answer: F Answer: F Answer: F POP displays benefit all participants in the marketing process. Answer: T Answer: T Answer: T The fundament decisions in the marcom decision process are conceptual and strategic, and the implementation decisions are practical and tactical. Answer: T Answer: T Answer: T Name and

Jackie is a vice-president of marketing for a major food company. If she wants the package for a new product to convey restfulness and quiet, she should include _____. a. pictures of birds b. triangles c. horizontal lines d. vertical lines e. slanted lines Answer: C Answer: C Answer: C When a proposed positioning for a brand represents a

Trade promotions represent approximately _____ percent of total marketing communications expenditures. a. 20 b. 30 c. 40 d. 50 e. 60 Answer: E Answer: E Answer: E The practice of forward buying is also known as _____. a. diverting b. loading c. street money d. load buying e. bridge buying Answer: E Answer: E Answer: E Which approach will best serve the customers' information needs and motivate them

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____. a. e-magazines b. product publications c. customized magazines d. in-house news sources e. blogs Answer: C Answer: C Answer: C Which type of billboard

The first step for calculating the return on investment for a sampling is _____. a. defining objectives b. determining the total cost for the sampling c. calculating the number of converters needed for the sampling program to break even d. conducting a competitive analysis e. calculating the profit per unit Answer: B Answer: B Answer: B The promotional incentive

Executive-statement releases are typically published in the business section of a publication. Answer: F Answer: F Answer: F The quality and safety of a product could be jeopardized as a result of diverting. Answer: T Answer: T Answer: T Define the concept of customer lifetime value, and describe five ways to enhance lifetime value. Answer: Customer lifetime value is

Price, packaging, and user and usage imagery are all examples of _____. a. product-related attributes b. product benefits c. basic consumer needs d. product imagery e. non-product-related attributes Answer: E Answer: E Answer: E Online sweepstakes and contests (along with online games) appeal to consumers and also further the interest of brands by ______. a. enabling the expansion of a

A brand lift index of 48 percent for a specific product category means that sales of that product category are 48 percent greater when a display is used. Answer: F Answer: F Answer: F Discuss the strengths and limitations of television advertising. Answer: Television advertising's strengths are:1) Capability to demonstrate a product in use. No

Michael Jordan has been a well-paid endorser for Gatorade sports drink. Suppose that in addition to his role as TV spokesperson, the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle. Doing this would represent an appropriate marketing use of the _____. a. encoding incompleteness

The major reason why embedding in advertising has little effect is because _____. a. the majority of consumers pay close attention to advertising b. it must be for a sex-related product to gain attention c. the images have to be concealed to preclude detection by consumers d. the technical problems involved in production are

The marcom imperative is to move brands from a state of unawareness, to recognition, on to recall, and ultimately to top-of-mind awareness (TOMA). Answer: T Answer: T Answer: T Which of the following is NOT a type of green advertising appeal? a. ads that address a relationship between a product/service and the biophysical environment b. those

In a _____ advertising schedule, an equal or relatively equal amount of advertising dollars are invested throughout the campaign. a. continuous b. pulsing c. plotted d. dated e. flighting Answer: A Answer: A Answer: A It is claimed that video advertising is _____ than comparable print advertising in the form of brochures. a. more effective and less expensive b. less effective

Which of the following is NOT a reason why POP materials go unused by retailers? a. does not satisfy the retailer's needs b. too difficult to set up c. too small d. only serves to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the

A brand has a target audience consisting of 80 million households. Television commercials for the brand are aired 40 times during a four-week period, which produces 600 gross rating points. The net coverage, or unduplicated audience, is 60 million households. The computed reach is _____. a. 15 b. 32 c. 40 d. 75 e. 80 Answer:

Ellen owns a restaurant. There were rumors that she uses horse meat in her hamburgers. This is a _____ rumor. a. contamination b. competitive c. jagged d. conspiracy e. planted Answer: A Answer: A Answer: A Which of the following is a key mechanism for tapping into people's thoughts and feelings and is based on the idea that people understand

Brand placements have occurred in songs. Answer: T Answer: T Answer: T The yellow pages represent a huge advertising medium with annual revenues exceeding $140 billion. Answer: F Answer: F Answer: F Account executives are involved in tactical decision making and day-to-day contact with brand managers and other client personnel. Answer: T Answer: T Answer: T To become a sponsored link in search

This characteristic of a completed promotion program can best be assessed by determining the total units of the promoted item that were sold during the promotion period. a. expense b. efficiency c. execution ease d. equity enhancement e. effectiveness Answer: E Answer: E Answer: E It is possible to translate the idea of advertising 'strength' into numerical values by

Targeting implies precision and _____. a. efficiency of effort b. efficiency of placement c. efficiency of promotion d. efficiency of advertising e. efficiency of pricing Answer: A Answer: A Answer: A What can marketing communicators do to enhance consumers' motivation to process brand information? a. enhance the relevance of the brand to the self b. enhance curiosity about the brand c. repeat

Ramesh's Kitchen was a very successful restaurant until it was widely rumored that bugs infested the rice that it serves. Ramesh's Kitchen's popularity has been victimized by a _____. a. competitive rumor b. conspiracy rumor c. reactive rumor d. contamination rumor e. false rumor Answer: D Answer: D Answer: D Marble Slam Creamery is an ice cream shop that

As promotion manager for a candy bar manufacturer, your objective is to create a sales promotion that will provide consumers with an immediate reward while achieving a repeat purchase objective for your company. Which of the following would effectively serve these purposes? a. mail-in offer b. contest c. sweepstakes d. bonus pack e. sample Answer: D Answer:

All of the following are activities in a salesperson may engage except _____. a. message customization b. listening to prospects c. pitching to journalists d. demonstrating a product in use e. communicating with clients Answer: C Answer: C Answer: C John informs a POPAI interviewer that he intends to purchase a box of Kellogg's Raisin Bran, but in fact he

Why is the ultimate objective to achieve brand loyal consumers? a. It is much cheaper to retain present customers than it is to continuously prospect for new ones. b. Competitors will go out of business once consumers are loyal to your brand. c. Switching costs are too high for consumers once they become

Manufacturers can avoid paying slotting allowances by investing in a pull strategy to create consumer demand for their brands. Answer: T Answer: T Answer: T Compare and contrast the concepts of 'share of market (SOM)' and 'share of voice (SOV),' and discuss the implications for advertising budgeting. Answer: The ratio of the brand's revenue to

In addition to the content of communications, the _____ of the communication can also be used as an approach to handling objections. a. form b. channel c. receiver d. sender e. noise Answer: A Answer: A Answer: A Gina went to a drugstore for a bottle of shampoo. She walked past a point-of-purchase display for Jhirmack shampoos and conditioners,

Persuasion is the essence of marketing communications. Answer: T Answer: T Answer: T Brand managers are increasingly distributing samples online. Answer: T Answer: T Answer: T Discuss three things sales promotion can accomplish and three things sales promotion cannot accomplish. Answer: What promotions can accomplish (students can discuss any 3):1) Stimulate sales force enthusiasm for a new, improved,

When a national television advertiser places ads in select geographic markets, this is termed _____. a. geographically selected advertising b. local advertising c. spot advertising d. geodemographic advertising e. network advertising Answer: C Answer: C Answer: C Pablo owns seven children's clothing stores. He spends $5000 a month on advertising from August through April. He spends $1000 a month

Most personal computers purchased by households are acquired primarily to assist children in their school work. In referring to its brand of PC, one computer company came up with the clever advertising line 'The teacher's aid.' This line is the only notable aspect of the company's advertising. What creative style

Which of following qualities is the least valued in a salesperson? a. knowledge of competitor products b. product knowledge c. presentation ability d. reliability e. professionalism Answer: A Answer: A Answer: A Which of the following is NOT a trait shared by the world's strongest brands? a. The brand excels at delivering the benefits customers truly desire. b. The brand stays

Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media scheduling period. Answer: T Answer: T Answer: T Out-of-home (OOH) advertising is also known as outdoor advertising, and it is the

How might a Japanese sales representative handle a customer experiencing a problem with the company's product? Answer: This question is addressed on page 681 in the Global Focus. If a customer has a problem, aJapanese salesperson would likely become personally involved in solving the problem. They may work with support staff,

In the past, billboards advertising tobacco and alcohol were disproportionately more likely to appear in _____. a. Southern states b. rural areas c. California d. inner-city areas e. suburban areas Answer: D Answer: D Answer: D _____ are involved in getting new business for the agency and working with clients at a strategic level. a. Management supervisors b. Account executives c. Project managers d.

All of the following factors affect the effectiveness of selling behaviors except _____. a. salesperson's resources b. type of buying task c. customer-salesperson relationship d. use of the SPIN method e. interactions among the factors Answer: D Answer: D Answer: D Advertising of prescription drugs that is directed toward consumers is known as _____. a. direct marketing b. direct-to-consumer advertising c. direct-response

In social networks of interpersonal relationships, consumers' interpersonal relations range along a continuum from very _____ (such as frequent and often intimate communications between friends) to _____ (such as rare interactions between casual acquaintances). a. weak ties; strong ties b. close associations; distant associations c. strong ties; weak ties d. distant associations; close associations e.

Which PRIZMNE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles, recently divorced and single parents who have moved into older, inner-ring suburbs? a. White Picket Fences b. Suburban Pioneers c. Bohemian Mix d. Up & Comers e. Non-traditionalists Answer: B Answer: B Answer: B A magazine reaches 5 million readers. The cost of

Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods. Answer: T Answer: T Answer: T Geographic information generally provides the most meaningful basis for segmenting target audiences. Answer: F Answer: F Answer: F Explain the concepts of attributes, consequences, and values, and discuss the relationships among them. Answer: Attributes are features or

No one specific advertising medium is always best. Answer: T Answer: T Answer: T By trying and using brands, consumers learn how good (or bad) they are and what benefits they are (in)capable of delivering, which is known as the leveraging approach to enhancing brand equity. Answer: F Answer: F Answer: F In-store is the least used form

Every time McDonald's comes out with their Monopoly game, Nakita loves to participate. Even though she knows her chances of winning a million dollars are slim, she still finds it entertaining and fun. Which type of reward is Nakita receiving by participating in this sales promotion activity? a. hedonistic b. utilitarian c. emotional d.

A package made of wood conveys feelings of prestige. Answer: F Answer: F Answer: F CPM stands for cost per month. Answer: F Answer: F Answer: F Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society. Answer: F Answer: F Answer: F Most advertising is undertaken by companies that market their brands to other companies

The degree to which an innovation is perceived to fit into a person's way of doing things is termed _____. a. observability b. complexity c. trialability d. compatibility e. relative advantage Answer: D Answer: D Answer: D _____ involves in-depth, one-on-one interviews that typically last between 30 minutes to more than one hour and attempts to get at the

When Josh was seventeen, he killed a family of four in a drunk driving accident. As part of his community service, Josh goes around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this

When a person is attracted to a stimulus and continues to pay attention because it holds his or her interest, _____ has occurred. a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention e. persuasion Answer: D Answer: D Answer: D One issue with marketers sending advertising messages to cell phones is that _____. a. interference may cause noise in

_____ in television occurs when an independent company, such as Buena Vista Television Advertising Sales and Sony Pictures Television, markets a TV show to as many network-affiliated or cable television stations as possible. a. Unwired network b. Syndicated programming c. Independent programming d. Roadblocking e. Wired network Answer: B Answer: B Answer: B The mission of the National Association

_____ attention requires very little effort on the part of the receiver. a. Involuntary b. Voluntary c. Selective d. Processing e. Nonvoluntary Answer: A Answer: A Answer: A The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive offerings nor to claim superiority. a. preemptive b. positioning c. resonance d. emotional e. generic Answer: E Answer: E Answer: E General

John is the marcom manager at a major consumer packaged goods manufacturer. He feels that marcom objectives should be stated in terms of sales or market share gains and that failure to do so is a cop-out. Which view is John espousing? a. traditional view b. common view c. heretical view d. revolutionary view e.

From the perspective of the customer or consumer, _____ is the extent to which they are familiar with the brand and have stored in their memory favorable, strong, and unique brand associations. a. brand awareness b. brand image c. brand preference d. brand equity e. brand effectiveness Answer: D Answer: D Answer: D Suppose Thread's Corporation, an apparel manufacturer

Listerine mouth wash provided customers with a free 250ml bottle along with the purchase of a 1.7L bottle. This promotional offer would be categorized as a(n) _____. a. near-pack premium b. bonus pack c. on-pack premium d. price-off promotion e. add-on bonus Answer: B Answer: B Answer: B Suppose a salesperson made the following statement in attempting to sell

Implication questions, part of the SPIN method, assess the value or usefulness of a proposed solution. Answer: F Answer: F Answer: F Opinion leaders are found in every social class. Answer: T Answer: T Answer: T From the perspective of the customer, brand preference is the basic dimension of brand equity. Answer: F Answer: F Answer: F The hierarchy-of-effects model implies that

The net present value of the profit that a company stands to realize on the average new customer during a given number of years is known as _____. a. brand equity b. customer equity c. customer lifetime value d. marginal customer analysis e. customer profitability Answer: C Answer: C Answer: C Eric is a copywriter employed by a full-service

The major determinant of whether or not emotion is emphasized in a brand's package is the nature of the product category and the underlying consumer behavior involved. Answer: T Answer: T Answer: T Contests and sweepstakes are used primarily to enhance a brand's image. Answer: T Answer: T Answer: T AAAA is a self-regulatory group that monitors children's

Rugby was initially considered a men's sport, but societal attitudes have changed and more schools have women's rugby teams. This change in societal attitudes toward women playing rugby represents increased _____ for this activity. a. relative advantage b. trialability c. compatibility d. complexity e. observability Answer: C Answer: C Answer: C An effective on-premise sign should perform which function? a.

_____ is a necessary but insufficient condition for advertising creativity. a. Humor b. Imagery c. Synergy d. Novelty e. Symbolism Answer: D Answer: D Answer: D Which of the following is a source by which brand meaning can be leveraged? a. other brands b. places c. things d. people e. All of these are correct. Answer: E Answer: E Answer: E At the beginning of July, retailers put

The most frequent form of sampling is _____. a. in-store b. in-pack c. door-to-door d. direct mail e. on-pack Answer: A Answer: A Answer: A _____ are located on or near retail stores and are considered the most cost-effective and efficient form of communication available to retail businesses. a. Billboards b. Off-premise signs c. On-premise signs d. Point-of-purchase displays e. Changeable message signs Answer: C Answer: C Answer:

When igniting explosive self-generating demand, the group that will have the greatest influence over other consumers is known as the _____. a. vanguard b. influencers c. persuaders d. buzz creators e. buzz perpetuators Answer: A Answer: A Answer: A A retailer can exercise its power in a channel by _____. a. requesting a pay-for-performance agreement from the manufacturer b. requesting a

The dual-coding theory holds that pictures are represented in the memory in verbal as well as visual form, whereas words are less likely to have visual representations. Answer: T Answer: T Answer: T Temporary retail price reductions substantially increase sales, both in the short- and long-term. Answer: F Answer: F Answer: F There are three basic ways by

Laddering is a marketing research technique that has been developed to identify links between attributes, consequences, and values. Answer: T Answer: T Answer: T Discuss the benefits of brand equity from the firm's perspective. Answer: The firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to its various

Explain how to calculate the return on investment for a sampling investment. Answer: Table 19.2 gives the steps for calculating the ROI for a sampling investment:1) Determine the total cost of sampling. This includes the cost of the sample goods plus thecosts of distribution.2) Calculate the profit per unit. Do this

Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision. Answer: T Answer: T Answer: T Values represent those short-term beliefs people hold regarding what is important in life. Answer: F Answer: F Answer: F Comparative advertising is better than noncomparative ads in enhancing brand name recall. Answer: T Answer: T Answer: T Companies

Commercial rumors are widely circulated but unverified propositions about a product, brand, company, store, or other commercial target. Answer: T Answer: T Answer: T Cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and its brands. Answer: T Answer: T Answer: T Exposing consumers to the

Which of the following are the two general forms of message research? a. primary and secondary b. valid and reliable c. pretesting and posttesting d. formal and informal e. qualitative and quantitative Answer: E Answer: E Answer: E For a package to be effective, it must perform well on all the VIEW criteria. Answer: F Answer: F Answer: F To prevent retailers from

Less money is spent on consumer sales promotions compared to trade sales promotions. Answer: T Answer: T Answer: T Pushing and pulling are mutually exclusive activities. Answer: F Answer: F Answer: F The integrated marketing communication process starts by determining the strengths and weaknesses of the marketer. Answer: F Answer: F Answer: F Compare and contrast price-off promotions and bonus packs. Answer: Price-off

In what industry is technical selling not found? a. electronics b. machinery c. retail d. computer science e. financial services Answer: C Answer: C Answer: C When the receiver challenges a message claim, _____ arise. a. planned arguments b. policy arguments c. antiarguments d. supportive arguments e. counterarguments Answer: E Answer: E Answer: E When ads that have been recorded along with program material are fast-forwarded, _____ has

Combining stimulus features with expectations of what should be present in the context in which a stimulus is perceived is known as _____. a. attribution b. habituation c. feature analysis d. active synthesis e. perceptual mapping Answer: D Answer: D Answer: D A major concern for users of Facebook is the issue of _____. a. keeping the service free b. privacy c.

Media advertising and POP communications must be _____ so that in-store reminder cues can capitalize on the back-ground work media advertising accomplishes. a. heavily used b. unique c. tightly integrated d. awareness generating e. informative Answer: C Answer: C Answer: C The FTC's policy on deception is that the act or practice must be considered from the perspective of

Which tool of influence is being used when a salesperson gives someone a gift with the hope that they will purchase something? a. reciprocation b. commitment and consistency c. social proof d. authority e. scarcity Answer: A Answer: A Answer: A Which of the following is a factor accounting for the growth of sponsorships? a. Avoid the clutter inherent in

_____ are extra quantities of a product that a company gives to consumers at the regular price. a. Price-offs b. Premiums c. Bonus packs d. Add-ons e. Rebates Answer: C Answer: C Answer: C Advertising's long-term role has been described as 'Strong advertising represents a deposit in the brand equity bank.' By 'strong' is meant the advertising _____. a. is repeated

Compared with other media, _____ is much less wasteful and will usually produce the highest percentage of responses. a. radio b. television c. direct mail d. outdoor advertising e. newspaper Answer: C Answer: C Answer: C There are proportionately _____ young adults (ages 20 to 34) than there were in prior generations. a. the same number of b. more c. fewer d. dramatically

The _____ marketing public relations strategy is offensively oriented and opportunity seeking. a. proactive b. reactive c. defensive d. accommodation e. tactical Answer: A Answer: A Answer: A Which of the following statements is true concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative ads. b. Noncomparative advertising is better than comparative ads in promoting recall of message arguments. c.

A salesperson is hired because he is the same age as most of the shoppers and is considered handsome. What tool of influence is being used? a. reciprocation b. commitment and consistency c. social proof d. scarcity e. liking Answer: E Answer: E Answer: E Presales objectives are commonly referred to as _____. a. marcom standards b. communication objectives c. benchmarks d. short-term

Everyone benefits from forward buying because a substantial portion of retailers' savings are passed on to consumers. Answer: F Answer: F Answer: F A rebate is the practice where manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchase. Answer: T Answer: T Answer: T The yellow pages is an advertising medium that consumers turn

Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information. Answer: F Answer: F Answer: F Brands scoring high on the sincerity dimension are considered reliable, intelligent, and successful. Answer: F Answer: F Answer: F Short lead times is an advantage of newspaper advertising. Answer: T Answer: T Answer: T Explain the theory of

An ad price elasticity coefficient of 0.15 indicates that a one percent increase in ad expenditures increases volume by 15 percent. Answer: F Answer: F Answer: F Due to privacy laws, marketers are not able to obtain detailed consumer online behavior. Answer: F Answer: F Answer: F Orange is often described in terms such as active, stimulating, energetic

Marketers can enhance the consumers' ability to access knowledge structures by employing verbal framing. Answer: T Answer: T Answer: T Habituation occurs when a stimulus becomes more familiar to people. Answer: T Answer: T Answer: T Sponsorship marketing involves investments in events or causes for the purpose of achieving various corporate objectives. Answer: T Answer: T Answer: T A celebrity endorser will

Attitudes _____. a. can be observed b. are inherited c. are relatively enduring d. do not influence behavior e. All of these are correct. Answer: C Answer: C Answer: C _____ refers to two or more brands from different companies promoted in a single promotional effort. a. Intracompany tie-in b. Intercompany tie-in c. Intracompany overlay d. Intercompany overlay e. Cooperative tie-in Answer: B Answer: B Answer: B Which

In certain respects, slotting allowances are a legitimate cost of doing business. Answer: T Answer: T Answer: T The effects of humor can differ due to differences in audience characteristics. Answer: T Answer: T Answer: T The generic creative style is most appropriate for a company that dominates a product category. Answer: T Answer: T Answer: T For marketing communicators, ethics involves

Targeting specific audiences can be considered the starting point for all marcom decisions. Answer: T Answer: T Answer: T Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material. Answer: F Answer: F Answer: F Explain

The VALS segmentation scheme places American adult consumers into one of _____ segments based on their responses to a 40-item questionnaire. a. four b. five c. six d. seven e. eight Answer: E Answer: E Answer: E For which type of premium do consumers receive a free item from the sponsoring manufacturer in return for submitting a required number

Pavlov's experiment utilized operant conditioning. Answer: F Answer: F Answer: F Creating better, more creative, and stronger advertising than competitors can lead to increased market shares. Answer: T Answer: T Answer: T Decoding is the process of translating thought into symbolic form. Answer: F Answer: F Answer: F Advertising via behavioral targeting implies that only those consumers known to be interested in

Magazines are a poor source for providing detailed product information. Answer: F Answer: F Answer: F Free-with-purchase premiums are primarily designed to generate repeat purchases. Answer: F Answer: F Answer: F Slotting allowances are the fees that manufacturers pay retailers for access to more or better shelf space for existing brands. Answer: F Answer: F Answer: F On-premise signs enable consumers to

One general objective for assessing website advertising effectiveness is to assess the exposure value or popularity of a website or Internet ad. Answer: T Answer: T Answer: T Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime. Answer: F Answer: F Answer: F In the PRIZMNE segmentation system,

Once brand-specific beliefs and attitudes are formed as the outcome from firsthand product usage experience, subsequent marketing communications _____. a. are not necessary b. should increase in intensity c. should decrease in intensity d. serve to guarantee brand loyalty e. serve to reinforce the consumers' beliefs and attitudes Answer: E Answer: E Answer: E Lucille's position at an advertising

GfK Mediamark Research Inc. _____. a. provides cost per thousand information for magazines b. measures effectiveness of billboard advertising c. measures effectiveness of point-of-purchase materials d. provides information on advertising to children e. measures the effectiveness of music on retail shoppers Answer: A Answer: A Answer: A The objective for a brand's marcom program at any point in time

Network television advertising, although expensive in terms of per-unit cost, can be a cost-efficient means to reach mass audiences. Answer: T Answer: T Answer: T For subconscious priming to be effective, the primed topic must be compatible with the individual's current need states. Answer: T Answer: T Answer: T The most effective trade promotions are those that target

A regulatory disadvantage is increased prices resulting from a reduction in a seller's 'informational market power.' Answer: F Answer: F Answer: F Station format is a major consideration in the choice of radio vehicles. Answer: T Answer: T Answer: T In terms of profitability, investing in advertising can be justified only if the incremental revenue generated from the

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie. Answer: A first determinant is the amount of time the brand gets on screen. Placements in which a brand is in the

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law. a. Legal tender b. Intellectual property c. Tangible property d. Assets e. Recoverable assets Answer: B Answer: B Answer: B _____ act as liaisons so that the client does not need to interact directly with several different

Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses. a. magazine b. radio c. television d. direct mail e. newspaper Answer: D Answer: D Answer: D Marketing communicators' decisions on what information to provide to consumers, require knowledge of how consumers

Over half of world-wide ad spending takes place in which country? a. United States b. Canada c. China d. Germany e. Japan Answer: A Answer: A Answer: A Which of the following is NOT an approach by which brand equity is enhanced? a. brand awareness approach b. speak-for-itself approach c. message-driven approach d. leveraging approach e. All of these are approaches. Answer: A Answer: A Answer: A Advertising

In general, we can consider four combinations of advertising and price elasticities. Discuss the implications of each of these situations. Answer: Situation 1 (maintain the status quo): Consider a situation where consumers have well-established brand preferences. The market would not be very price elastic or advertising elastic. Profits would be maximized

Marketing strategy entails _____. a. defining advertising objectives b. developing the advertising budget c. developing promotion messages d. developing media strategies e. target market identification Answer: E Answer: E Answer: E Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film. Which factors must he

A hair product company wishing to reach teenage males made a deal with tuxedo rental shops to distribute gift packages of product samples to each male who picked up a rental for the prom. The hair product company was using _____. a. targeted sampling b. exclusive sampling c. creative distribution methods d. mass distribution e.

Mail-delivered coupons are generally used for _____. a. luxury products b. products in the growth stage of the product life cycle c. introducing new or improved products d. products in the maturity stage of the product life cycle e. services Answer: C Answer: C Answer: C Which of the following is NOT a strength of billboard advertising? a. broad reach

The elderly are driving most recent expansion in social media. Answer: T Answer: T Answer: T Skype is classified in the _____ category of social media. a. collaboration b. communication c. multimedia d. entertainment e. friending Answer: B Answer: B Answer: B Which of the following is a proactive effort to spread positive WOM information and to encourage product usage? a. Guerrilla marketing b. Viral marketing c.

It is during the qualifying stage of personal selling that the salesperson attempts to gain some type of commitment from the customer to purchase the product. Answer: F Answer: F Answer: F Pop-ups are ads that appear between (rather than within a page) two content Web pages. Answer: F Answer: F Answer: F The theory of psychological reactance

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment, or ROMI, because it is almost impossible to measure. Answer: F Answer: F Answer: F Arbitron is testing local people meters (LPMs) to measure television viewing behavior in local

List and describe the five functions of advertising. Answer: Advertising's functions include:1) Informing. One of advertising's most important functions is to publicize brands. Advertising makes consumer aware of new brands, educates them about a brand's distinct features and benefits, and facilitates the creating of positive brand images. Another valuable information role

Compare and contrast the FTC's deceptive advertising and unfair advertising policies, and give an example of each type of advertisement. Answer: The FTC's policy regarding deceptive advertising includes three elements:1) Misleading. There must be a representation, omission, or a practice that is likely to mislead the consumers. A misrepresentation is defined

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level. Answer: T Answer: T Answer: T A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to is various stakeholders. Answer: T Answer: T Answer: T Many companies treat the various communication elements,

Name and describe three tests marcom professionals can apply to deal with ethical dilemmas. Answer: The three tests one can employ when faced with an ethical dilemma are:1) Golden Rule Test. Act in a way that you would want others to act toward you.2) Professional Ethics Test. Take only actions that