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174) A customer who reports that Lexus is the first car he thinks of in the "luxury automobile"
category is describing a ________ brand.
A) top-of-mind
B) top-choice
C) quality choice
D) top-of-industry
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 5-6
175) When a customer prefers a specific brand, that brand is called:
A) top-of-mind.
B) top-choice.
C) quality choice.
D) top-of-industry.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
176) A customer who always buys Coke and Dr. Pepper, and no other brands, holds these two
products as:
A) quality brands.
B) price brands.
C) top-choice brands.
D) continuous choices.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
177) A brand that is both top-of-mind and top-choice reflects:
A) a high degree of brand parity.
B) a high level of brand equity.
C) brand availability.
D) distinct private branding.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
41
178) In business-to-business situations, being top-of-mind or top-choice is most important in:
A) modified rebuy situations.
B) straight rebuy situations.
C) new task purchases.
D) contract review situations.
Question Tag: Critical Thinking
AACSB Category: Analytical thinking
Objective: 5-6
179) A Campbell's Soup print advertisement shows a young family enjoying a bowl of soup with
the Campbell's name and logo prominently displayed in the ad. Copy talks about how Campbell's
Soup is the best. The advertising goal of this advertisement is to:
A) build brand awareness.
B) inform.
C) persuade.
D) support other marketing efforts.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
180) Providing a retail store's location and operating hours to the public in an advertisement is an
example of ad designed to meet the advertising goal of:
A) building brand image.
B) persuasion.
C) encouraging action.
D) informing.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 5-6
181) An advertisement for an Applebee's restaurant that provides information about its location,
operating hours, and different types of food it offers seeks to achieve which advertising goal?
A) Build brand image
B) Inform
C) Persuade
D) Support other marketing efforts
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 5-6
42
182) A Campbell's Soup advertisement is designed to support the launch of a new type of soup
and to tell consumers about a special sweepstakes that is tied into the launch. The advertising
goal of this advertisement is to:
A) encourage action.
B) inform.
C) persuade.
D) support other marketing efforts.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
183) When a television advertisement makes a special offer on a piece of luggage encouraging
viewers to call a toll-free number to take advantage of the special, the ad is designed to achieve
the goal of:
A) building brand image.
B) informing.
C) persuading.
D) encouraging action.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
184) In media selection in the business-to-business sector, it is important to know:
A) the trade journals and business publications members of the buying center read.
B) the television shows the members of the buying center watch.
C) where the buying center members go for product information.
D) which media the deciders use for product information.
Question Tag: Application
Objective: 5-6
185) A recent trend in media selection is to:
A) put media planners on the creative team.
B) use account planners to work with advertising agencies in designing advertising campaigns.
C) involve media companies in the latter stages of advertising campaign design.
D) involve media companies in the early stages of the advertising design process.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
43
186) The key phrase in an advertisement that is memorable and identifies the uniqueness of the
brand is:
A) the creative brief.
B) product positioning.
C) variability theory.
D) a tagline.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
187) A consumer seeing an advertisement in different environments to enhance encoding of the
message is based on:
A) the creative brief.
B) product positioning.
C) variability theory.
D) the tagline.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
188) All of the following statements about variability theory are true except:
A) ads placed in varying environments increase recall and improves encoding of the message.
B) variability can be obtained by modifying the product positioning strategy used within the
campaign.
C) placing an advertisement in two different media would be an example of variability theory.
D) variability can be obtained by changing the situational context of an ad.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
189) All of the following statements about campaign duration are true except:
A) changing ads within a campaign too frequently can impede message retention.
B) typical duration for most campaigns is around 1 year.
C) a campaign should last long enough for the message to be embedded in consumers' long-term
memories.
D) the criterion typically used to determine when to change a campaign is wear-out effect.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
44
190) Building a strong global brand and corporate image is an important advertising goal.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
191) A key component of building brand image and brand equity is developing brand awareness.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
192) Successful brands exhibit two characteristics: top-choice and top-preference.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 5-6
193) A top-of-mind brand creates the impression that it is the easiest to buy.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
194) A top-choice brand is the one that the customer ordinarily prefers in his or her evoked set
when making a purchase decision.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
195) When Chad is asked which brand of razor he is most inclined to buy, his response will be
his top-choice brand.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 5-6
45
196) Providing information in an advertisement is most useful in the business-to-business buying
situation when members of the buying center are in the information search stage of the
purchasing process.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
197) Persuasive advertising is used more in the business-to-business sector than in consumer
marketing.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
198) Advertisements designed to meet the goal of encouraging action are often used in the
business-to-business sector.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 5-6
199) Selecting the appropriate media requires an understanding of the media-usage habits of the
company's target market and then matching that information with the profile of each medium's
audience.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
200) A recent trend in advertising is to involve media companies at the last stage in the campaign
design process.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
46
201) The key phrase in an advertisement, such as "Just Do It" for Nike is called a tagline.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
202) The current trend in developing taglines is to make them longer.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
203) Consistency across advertising campaigns is ordinarily not a major concern in advertising
management.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
204) In terms of consistency, visual consistency is more important than written or verbal content.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
205) Repetition of visual elements, taglines, copy or other elements within an advertising
campaign increases ad recall, but not brand recall.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 5-6
206) Variability theory suggests that a consumer seeing an advertisement in different
environments will increase recall and effectiveness.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 5-6
47
