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 Internet more so than the
others?
a. new business
b. trade
c. missionary
d. inside
e. retail
Which of the following statements reflects the cognitive attitude component?
a. I like playing tennis.
b. I enjoy outdoor sports.
c. I play tennis three times a week.
d. Playing tennis is a form of exercise.
e. I do not enjoy playing basketball.
Linda saw a print ad in a magazine for Clairol’s Natural Essence semi-permanent hair
color that she knew existed but did not know anything about it. The ad informed her
that users of this hair dye will not see gray roots. In terms of the hierarchy-of-effects
model, which step does this marketing communication represent?
a. creating awareness
b. creating an expectation
c. encouraging trial purchase
d. reinforcing attitudes
e. accomplishing brand loyalty
Anti-spam legislation under the rubric _____ has been passed in the United States.
a. CAN-SPAM
b. X-SPAM
c. SPAMLEG
d. NOSPAM
e. WEB-SAFE
Which philosophy implies that when a name does not have much preexisting meaning,
subsequent marketing communications are able to create the exact meaning desired
without contending with past associations already accumulated in people’s memories?
a. phonemic symbolism philosophy
b. empty-vessel philosophy
c. clean-slate philosophy
d. suggestive philosophy
e. blank-slate philosophy
Based on the attitude formation equation, , the bij term refers to a
_____.
a. belief regarding outcome i
b. behavior regarding outcome i
c. behavioral intention
d. behavior regarding outcome j
e. belief regarding outcome j
Enrico is on his way to the mall to purchase a pair of running shoes. Assume he has
established three minimal standards that a suitable pair of running shoes would have to
satisfy (good arch support, well-know brand name, priced below $100). If he eliminates
all brands that do not satisfy these three minima, his choice from among the remaining
brands that do satisfy the criteria would adhere to which heuristic?
a. conjunctive
b. disjunctive
c. affect-referral
d. lexicographic
e. compensatory
Displays that are intended to be used for six months or more are called _____.
a. permanent displays
b. in-store media
c. temporary displays
d. semipermanent displays
e. on-premise signage
_____ represents the worth, or value, of each additional opportunity for audience
members to see an ad for a brand during an advertising period such as four weeks.
a. Exposure utility
b. OTS
c. CPM
d. Marginal value
e. Minimum value
Billboards that vary the advertising message on a schedule of every 4 to 10 seconds are
known as _____.
a. kinetic boards
b. motion signs
c. digital billboards
d. perpetual motion billboards
e. changeable message signs
_____ represents information about consumers’ behavior in a particular product
category or set of related categories.
a. Demographics
b. Behaviorgraphics
c. Psychographics
d. Geodemographics
e. Lifestyle analysis
Marzetta has information about many kinds of products, stores, and other facets of
markets, and initiates discussions with consumers and responds to requests from
consumers for market information. Marzetta is a(n) _____.
a. market leader
b. opinion initiator
c. market maven
d. innovator
e. product engineer
Which of the following is a strength of billboard advertising?
a. broad reach and high frequency levels
b. geographic flexibility
c. low cost per thousand
d. substantial brand identification
e. All of these are correct.
What did Kraft state as its defense when the FTC judged the ad for Kraft Singles
deceptive?
a. The claim made in the ad was not false.
b. Reasonable consumers wouldn’t believe the claim regardless of whether it was true or
false.
c. The claim was merely puffery and did not state a fact.
d. The claim was immaterial.
e. They agreed the claim made in the ad was false, but other competitors were making
the same false claim.
Surveys indicate that _____ American consumers use coupons at least on occasion.
a. very few
b. virtually all
c. approximately half of
d. less than 25 percent of
e. approximately 75 percent of
The balance of power began shifting from manufacturers to retailers when network
television dipped in effectiveness as an advertising medium and, especially, with the
_____.
a. shortening of distribution channels
b. growth of internet marketing
c. use of EDLP
d. advent of optical scanning equipment
e. development of mega-stores
Laurie was influenced to purchase a set of children’s books and tapes from an
infomercial that used Angela Lansbury, an actress that played a murder mystery writer
in a television series called Murder She Wrote, as the endorser. Actually, Ms. Lansbury
presented the entire sales pitch and discussed the merits of the product. Laurie
perceived Ms. Lansbury to be honest and believable. Which attribute of endorser
credibility does this represent?
a. trustworthiness
b. expertise
c. similarity
d. familiarity
e. liking
Effective media strategy requires first that the target audience be pinpointed. Failure to
precisely define the audience results in _____, where some nonpurchase candidates see
the advertisements, while prime candidates are missed..
a. miscommunication
b. noise
c. wasted exposure
d. suboptimum frequency
e. a flighting schedule
ScanTrack data has provided advertisers and their agencies with invaluable information
about the short- and long-term effects of advertising.
Sales promotion is better suited than advertising to enhance buyer attitudes and
augment brand equity.
The Actualizers would be the VALSTM group most likely to do gardening.
Assume that you work in the marketing department for a manufacturer of gum. They
have recently developed a brand of sugarless gum that keeps its flavor for an hour. The
target market is teens. Discuss the various distribution methods used to deliver samples.
Which do you recommend for this manufacturer?
Product placements in movies date back to the 1940s, yet the frequency of occurrence is
greater now than ever.
Recognition taps a more superficial level of memory compared to recall measures.
Brands are increasingly customizing their own events because it can be more effective
and less costly than a preexisting event.