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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. The process of setting objectives literally forces top marketing executives and […]

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 Which type of sales position relies on the telephone and […]

Marcom implementation decisions include the choice of messages, media, mixture of marcom elements, and the achievement of a continuous message presence, or momentum. Lack of verified data regarding audience characteristics has retarded the growth of the out-of-home industry and has […]

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 Companies’ databases of customers often contain R-F-M data. The F stands for _____. […]

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

The self-direction value includes the desire for freedom, independence, choosing one’s goals, and creativity. Advertising’s primary role is at times to facilitate other marcom efforts. Answer: T Direct advertising is delivered either to homes and workplaces or at a variety […]

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 Research shows that users of yellow pages tend to be ____ years-old. a. 15-to-19 b. 19-to-25 […]

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. By […]

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 Which of the following is a point-of-purchase form of […]

Objective setting and budgeting decisions are implementation marcom decisions. 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 Characteristics […]

In the VALSTM segmentation scheme, consumer segments are represented along the dimensions of primary motivations and resources. Compare and contrast the terms promotion and marketing communications, and list the primary tools of marketing communications. Answer: The ‘4P’ characterization of marketing […]

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. An objective that manufacturers can have for using trade-oriented promotion is to _____. […]

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 […]

There are fewer than twenty social media brands in the social media landscape fighting for users. The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades. Answer: F An advertiser employs a generic creative […]

_____ 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 […]

A false claim is, by definition, deceptive. CPM is a measure of a media vehicle’s effectiveness. Answer: F Discuss the strengths and weaknesses of magazine advertising. Make recommendations for the types of products and situations in which magazine advertising should […]

Japanese buyers are known for their tendency to be risk-averse. Over 60 percent of advertising is found to be deceptive. Answer: F Presales, or communication, objectives such as increases in brand awareness are claimed to be ‘vaguely wrong,’ in contrast […]

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. […]

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 The types of associations that come […]

There are eight column widths in newspapers. Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action. Answer: T One reason why some POP materials go unused would be […]

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

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. […]

A push strategy is when a manufacturer directs personal selling, trade advertising, and trade-oriented sales promotion to wholesalers, retailers and consumers. Rebate fraud can be committed by manufacturers, retailers, and consumers. Answer: T Interference and distortion in the communication process […]

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 Which of the following is […]

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 Gwen works at a consumer-goods manufacturer […]

Discuss the advantages of pursuing a career in sales. In general, products whose benefits lack observability are generally slower in adoptability. Answer: T POP materials supplied by manufacturers rarely go unused by retailers. Answer: F Explain the VALSâ„¢ classification model. […]

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. Sponsorship of special […]

The notion underlying good packaging is gestalt, which means that people react to the unified whole, not to the individual parts. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relations, and promotion agencies, […]

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 […]

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 […]

Reaching new market segments is a benefit of cause-related marketing. The degree to which an innovation is perceived to fit into a person’s way of doing things is termed compatibility. Answer: T Older consumers appear to be the most responsive […]

Conceding to parts of the objection is one way of handling objections and reducing sales resistance. While manufacturers incur increased costs due to forward buying, their margins are increased to off-set the price discounts. Answer: F Of the product categories […]

A field of experience is the sum total of a person’s experiences during his or her lifetime. Off-invoice allowances often induce retailers to stockpile products in order to take advantage of the temporary price reductions. Answer: T Define what a […]

Short-term memory is also known as _____ memory. a. relevant b. working c. perceptual d. cognitive e. referral Which of the following is true regarding the value the investment community places on celebrity endorsers? a. Stock prices can increase when […]

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 The two general categories of on-premise signs are _____. a. primary and […]

_____ 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 Humorous advertisements in the United States generally involve the use […]

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

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 […]

Trade promotions represent approximately _____ percent of total marketing communications expenditures. a. 20 b. 30 c. 40 d. 50 e. 60 The practice of forward buying is also known as _____. a. diverting b. loading c. street money d. load […]

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 […]

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. […]

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

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 Online sweepstakes and contests (along with online games) appeal to consumers and […]

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. Discuss the strengths and limitations of television advertising. Answer: Television advertising’s strengths […]

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 […]

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 […]

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). Which of the following is NOT a type of green advertising appeal? a. ads that address a […]

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 It is claimed that video advertising is _____ than comparable print […]

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 […]

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. […]

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 Which of the following is a key mechanism for tapping […]

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

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 It […]

Targeting implies precision and _____. a. efficiency of effort b. efficiency of placement c. efficiency of promotion d. efficiency of advertising e. efficiency of pricing What can marketing communicators do to enhance consumers’ motivation to process brand information? a. enhance […]

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 […]

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 […]

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 John informs a POPAI interviewer that […]

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 […]

Manufacturers can avoid paying slotting allowances by investing in a pull strategy to create consumer demand for their brands. Compare and contrast the concepts of ‘share of market (SOM)’ and ‘share of voice (SOV),’ and discuss the implications for advertising […]

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 Gina went to a drugstore for a bottle […]

Persuasion is the essence of marketing communications. Brand managers are increasingly distributing samples online. 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): […]

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 Pablo owns seven children’s clothing stores. He spends $5000 […]

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 […]

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 Which of the following is NOT a trait shared by the world’s strongest brands? […]

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. Out-of-home (OOH) advertising is also […]

How might a Japanese sales representative handle a customer experiencing a problem with the company’s product? Podcasting is a visual version of blogging. Answer: F Name and describe the three ways by which brand equity is enhanced. Answer: The three […]

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 _____ are involved in getting new business for the agency […]

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 Advertising of prescription drugs that […]

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. […]

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 […]

Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods. Geographic information generally provides the most meaningful basis for segmenting target audiences. Answer: F Explain the concepts of attributes, consequences, and values, and discuss […]

No one specific advertising medium is always best. 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. […]

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 […]

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

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 _____ involves in-depth, one-on-one interviews that typically last between […]

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 […]

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 One issue with marketers sending […]

_____ 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. […]

_____ attention requires very little effort on the part of the receiver. a. Involuntary b. Voluntary c. Selective d. Processing e. Nonvoluntary The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive […]

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 […]

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 […]

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. […]

Implication questions, part of the SPIN method, assess the value or usefulness of a proposed solution. Opinion leaders are found in every social class. Answer: T From the perspective of the customer, brand preference is the basic dimension of brand […]

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 […]

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. Contests and sweepstakes are used primarily to enhance a brand’s image. Answer: T […]

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. […]

_____ is a necessary but insufficient condition for advertising creativity. a. Humor b. Imagery c. Synergy d. Novelty e. Symbolism Which of the following is a source by which brand meaning can be leveraged? a. other brands b. places c. […]

The most frequent form of sampling is _____. a. in-store b. in-pack c. door-to-door d. direct mail e. on-pack _____ are located on or near retail stores and are considered the most cost-effective and efficient form of communication available to […]

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 A retailer can exercise its power in […]

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. Temporary retail price reductions substantially increase sales, both in the short- and long-term. […]

Laddering is a marketing research technique that has been developed to identify links between attributes, consequences, and values. Discuss the benefits of brand equity from the firm’s perspective. Answer: The firm-based viewpoint of brand equity focuses on outcomes extending from […]

Explain how to calculate the return on investment for a sampling investment. Pay-for-performance programs and the efficient consumer response (ECR) initiative have similar outcome objectives. Answer: T Compare and contrast proactive and reactive marketing public relations, and give an example […]

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

Commercial rumors are widely circulated but unverified propositions about a product, brand, company, store, or other commercial target. Cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and […]

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 For a package to be effective, it must […]

Less money is spent on consumer sales promotions compared to trade sales promotions. Pushing and pulling are mutually exclusive activities. Answer: F The integrated marketing communication process starts by determining the strengths and weaknesses of the marketer. Answer: F Compare […]

In what industry is technical selling not found? a. electronics b. machinery c. retail d. computer science e. financial services When the receiver challenges a message claim, _____ arise. a. planned arguments b. policy arguments c. antiarguments d. supportive arguments […]

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 A major concern for […]

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 The FTC’s policy on deception […]

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 Which of the following is […]

_____ 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 Advertising’s long-term role has been described as ‘Strong advertising represents a deposit […]

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 There are proportionately _____ young adults (ages 20 to 34) […]

The _____ marketing public relations strategy is offensively oriented and opportunity seeking. a. proactive b. reactive c. defensive d. accommodation e. tactical Which of the following statements is true concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative […]

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 Presales […]

Everyone benefits from forward buying because a substantial portion of retailers’ savings are passed on to consumers. A rebate is the practice where manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchase. Answer: T The yellow […]

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

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

Marketers can enhance the consumers’ ability to access knowledge structures by employing verbal framing. Habituation occurs when a stimulus becomes more familiar to people. Answer: T Sponsorship marketing involves investments in events or causes for the purpose of achieving various […]

Attitudes _____. a. can be observed b. are inherited c. are relatively enduring d. do not influence behavior e. All of these are correct. _____ refers to two or more brands from different companies promoted in a single promotional effort. […]

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

Targeting specific audiences can be considered the starting point for all marcom decisions. 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 […]

The VALSâ„¢ 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 For which type of premium do consumers receive a […]

Pavlov’s experiment utilized operant conditioning. Creating better, more creative, and stronger advertising than competitors can lead to increased market shares. Answer: T Decoding is the process of translating thought into symbolic form. Answer: F Advertising via behavioral targeting implies that […]

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

One general objective for assessing website advertising effectiveness is to assess the exposure value or popularity of a website or Internet ad. Customer lifetime value refers to all product category purchases that an individual will make during his or her […]

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. […]

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 […]

Network television advertising, although expensive in terms of per-unit cost, can be a cost-efficient means to reach mass audiences. For subconscious priming to be effective, the primed topic must be compatible with the individual’s current need states. Answer: T The […]

A regulatory disadvantage is increased prices resulting from a reduction in a seller’s ‘informational market power.’ Station format is a major consideration in the choice of radio vehicles. Answer: T In terms of profitability, investing in advertising can be justified […]

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. Unfair advertising is also deceptive advertising. Answer: F The two broad […]

_____ 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 _____ act as liaisons […]

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 Marketing communicators’ […]

Over half of world-wide ad spending takes place in which country? a. United States b. Canada c. China d. Germany e. Japan Which of the following is NOT an approach by which brand equity is enhanced? a. brand awareness approach […]

In general, we can consider four combinations of advertising and price elasticities. Discuss the implications of each of these situations. The initial marcom imperative for new or unestablished brands is to create awareness. Answer: T Answer: Situation 1 (maintain the […]

Marketing strategy entails _____. a. defining advertising objectives b. developing the advertising budget c. developing promotion messages d. developing media strategies e. target market identification Juan is trying to determine whether or not to enter into a brand placement agreement […]

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 […]

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 […]

The elderly are driving most recent expansion in social media. Skype is classified in the _____ category of social media. a. collaboration b. communication c. multimedia d. entertainment e. friending Answer: B Which of the following is a proactive effort […]

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. Pop-ups are ads that appear between (rather than within a page) two content Web […]

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. Arbitron is testing local people meters […]

List and describe the five functions of advertising. From the consumers’ perspective, shopping by catalog saves time because people do not have to find parking spaces and deal with in-store crowds. Answer: T Name and describe the VIEW model for […]

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 […]

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level. A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand’s value to is various stakeholders. Answer: […]

Name and describe three tests marcom professionals can apply to deal with ethical dilemmas. In a deslotting allowance agreement, the risk of a new brand introduction is transferred from the manufacturer to the retailer. Answer: F The SPIN method is […]