In which layout stage of a print ad are the elements assembled in their final position for
reproduction?
A) thumbnail sketches
B) comprehensives
C) mechanicals
D) rough layouts
E) semicomps
________ describes an approach to marketing that uses advertising driven by keywords
that consumers use to search for information.
A) Search marketing
B) Search placement
C) Key wording
D) Social marketing
E) Micro-blogging
The objective of ________ is to examine symbolism and signs in a message,
uncovering layers and types of meanings that might be particular to different groups of
customers.
A) content analysis
B) semiotic analysis
C) brand research
D) association tests
E) competitive analysis
________ is the amount of money available to a household after taxes and basic
necessities such as food and shelter are paid for.
A) Taxable income
B) Discretionary income
C) Available income
D) Net income
E) Gross income
John works for an advertising agency whose client wants to reach Hispanic consumers
living in Florida and Texas. He decides that one ad execution is sufficient because he
believes that all Hispanics are the same. John is using a(n) ________ to make his
decision.
A) heuristic
B) shortcut
C) unethical basis
D) stereotype
E) substantiation
Tony developed the following objective for his advertising plan: “Increase market share
in the consumer market from 10 percent to 15 percent in one year.” What is wrong with
this advertising plan objective?
A) It is an objective more appropriate for a marketing plan.
B) It does not have a specific effect that can be measured.
C) The goal is not realistic.
D) It does not include a time frame.
E) It does not provide a percentage change.
Resellers in a channel market are also known as ________.
A) suppliers
B) vendors
C) intermediaries
D) shareholders
E) competitors
Everyone knows McDonald’s, the worldwide fast food chain. McDonald’s has used
consumer promotions for years. Restaurants offer a kids’ Happy Meal that always
includes a toy, and oftentimes the package itself is a promotion, such as pumpkin
buckets at Halloween. McDonald’s has also used a promotion patterned after the
popular Monopoly game, in which everyone wins something small, like a soft drink or
french fries, but one participant could win $1 million dollars. The Monopoly promotion
usually lasts several months. McDonald’s also participates in promotions with movies,
such as Star Wars and several Disney movies. Another promotion McDonald’s is
considering is a program that will give consumers one free Happy Meal for every 10
they purchase.
Maria won $1 million playing Monopoly at McDonald’s. What type of consumer
promotion is this?
A) direct premium
B) self-liquidator premium
C) contest
D) price deal
E) game
Which of the following is NOT a research question assessing an ad’s effectiveness in
influencing consumers’ cognition?
A) What did you like or dislike in the ad?
B) Did the ad engage your interest or curiosity?
C) Did you read/watch most of it? How much?
D) Do you have a need for this brand or can it fulfill a need for you?
E) What’s the difference between Brand X and Y?
Which of the following is the idea that messages should be directed at particular groups
of prospective buyers?
A) positioning
B) targeting
C) branding
D) integrated marketing
E) social responsibility
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional
salespeople to sell its products to wholesalers and cities. This is an example of
________.
A) sales promotion
B) personal selling
C) public relations
D) indirect marketing
E) advertising
Walmart’s “Always Low Prices” is a classic example of a ________ position.
A) superiority
B) preemptive
C) value
D) psychological
E) usage
Which of the following is true regarding customs?
A) Customs can be stronger than laws.
B) Customs are easily identified and explained.
C) Customs are basically the same around the world.
D) Customs have little impact on the effectiveness of advertising.
E) Only natives of a culture can ever understand local customs.
Product purchase and page views are both examples of ________ that might be used to
measure the success of digital marketing.
A) objectives
B) heuristics
C) key performance indicators
D) carryover effects
E) synergistic effects
IMC planning would be LEAST likely to address and solve which of the following
problems?
A) brand image
B) product price
C) brand perception
D) knowledge of product
E) consumers’ attitude toward the product
Introduced in the early 1980s, the standard advertising unit makes it possible for
________ to offer advertisers a great deal of choice within a standard format.
A) magazines
B) radio
C) television
D) directories
E) newspapers
Uptown Cleaning Crew is a company that provides house cleaning services in major
urban and suburban areas. Marketers at Uptown Cleaning Crew developed a short,
humorous video promoting the company’s services, and they hope that customers who
see the video will be so entertained that they will pass it on to their friends and
colleagues. The marketers at Uptown Cleaning Crew are using ________.
A) guerilla marketing
B) viral marketing
C) product placement
D) mobile marketing
E) branded apps
Which of the following is the LEAST likely reason for the current shift from phone to
online surveys?
A) Online surveys are less expensive.
B) Online surveys don’t take as much time.
C) Online surveys can include video and graphics.
D) Fewer people are participating in telephone surveys.
E) Phone surveys do not allow for a random sampling.
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as
well as accessories, cosmetics, and home products. The company maintains complete
control over the brand image and all of the functions necessary to develop, execute, and
deliver advertising. Polo appeals to consumers’ lifestyle aspirations. Its products are of
high quality and better than most competitors’ offerings. The objective in the company’s
advertising is to convey this image and the fashion statement it makes.
When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company’s
brand identity and image by merely showcasing a beautiful, well-dressed person
without giving any information at all except the brand name. What type of advertising
is this?
A) institutional advertising
B) direct-response advertising
C) brand advertising
D) business-to-business advertising
E) indirect advertising