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 marcom
personnel to agree on the course that a brand’s marcom strategy will take for the
following planning period as well as the tasks it is to accomplish for a specific brand,
thus providing a formalized expression of _____.
a. guidelines
b. standards
c. hierarchy of effects
d. competitive advantage
e. management consensus
In general, novel messages are _____.
a. unusual
b. distinctive
c. unpredictable
d. none of these
e. unusual, distinctive, and unpredictable
When a person willfully notices a stimulus, _____ has occurred.
a. exposure
b. comprehension
c. voluntary attention
d. nonvoluntary attention
e. persuasion
In deciding among the four general targeting methods, a marketer must consider two
factors. These factors are _____.
a. how large should the target be, and what area(s) of the country should it include
b. what media would best reach the target market, and what appeal would work best
c. how many target markets should be selected, and how large should they be
d. how to evaluate the success of the marcom strategies and measure of financial
success
e. how easy or difficult is it to collect data, and how predictive the characteristic is of
consumer choice behavior
What form of selling involves recognizing that different selling approaches are needed
in different sales situations?
a. SPIN selling
b. adaptive selling
c. objective-and-task selling
d. inside selling
e. technical selling
One factor to consider in choosing a celebrity endorser is the number of brands the
celebrity is endorsing. This is referred to as the _____ factor.
a. trouble
b. saturation
c. celebrity and brand matchup
d. credibility
e. Q-score
Which of the following is an implementation problem associated with tie-in
promotions?
a. commission issues
b. FTC regulations
c. lack of cooperation among parties involved
d. promotion lead time
e. lack of fit
In terms of target audience cost per thousand, radio advertising is considerably more
expensive than other mass media.
Which of the following is a FALSE statement?
a. The African American population is growing faster than the rest of the population.
b. The average age of black Americans is younger than that of whites.
c. African-Americans are geographically concentrated.
d. Whites tend to purchase prestige and name-brand products in greater proportion than
African-Americans.
e. None of these are correct.
Walmart is using marketing public relations to let the public know of its support for
hurricane Katrina victims. Company leaders have been on several morning talk show
programs discussing the money and aid they’ve provided to the affected areas and
victims of this storm. Walmart is using _____ marketing public relations.
a. reactive
b. proactive
c. defensive
d. tactical
e. strategic
The Dairy Council’s campaign points out that weight-conscious consumers can buy
low-fat dairy products. This message is primarily designed to _____.
a. persuade
b. deceive
c. add value
d. inform
e. remind
A _____ is a set of exclusive rights for the form in which an idea or invention is
expressed in a tangible medium.
a. patent
b. copyright
c. trademark
d. tradedress
e. design mark
A warm color that has a cheerful effect on consumers is _____.
a. red
b. orange
c. yellow
d. white
e. blue
The secret to facilitating encoding is _____.
a. repetition
b. heuristics
c. hedonism
d. motivation
e. novelty
A performer’s Q Score is calculated by taking his or her popularity percentage divided
by the familiarity percentage.
Marketing and communications are virtually inseparable.
Explain the hierarchy-of-effects metaphor, and discuss why it is important for
marketing communicators to understand it.
A material representation involves information that is important to consumers and that
is likely to influence their choice or conduct regarding a product.
What are the five product-related characteristics that undergird consumers’ attitudes
toward new products? Taking the five characteristics into consideration, explain how
marketers can increase the likelihood that consumers will adopt innovative products.
The FDA regulates the brewing and liquor industries.
Manufacturers estimate that retailers usually comply with trade allowance agreements
and pass through to consumers most of the trade funds that they provide to retailers.
According to the text, placing an ad on Facebook is more cost effective than placing an
ad on television.