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 _____.
a. frequency
b. familiarity
c. feedback
d. follow-up
e. functional
Based on the attitude formation equation, , the ei term refers to an
_____.
a. elaboration toward outcome i
b. estimation of outcome i
c. evaluation of outcome i
d. enduring attitude change
e. evaluation of brand i
The biggest users of sales promotion are _____.
a. banks
b. insurance companies
c. automobile manufacturers
d. consumer packaged-goods companies
e. chemical companies
In the VALSâ„¢ framework, ‘Believers’ _____.
a. exhibit high energy levels, which they devote to physical exercise and social
activities
b. are conservative and predictable consumers who favor established brands and
American-made products
c. are responsible, well educated professionals who are well informed about current
events
d. are a politically conservative group who respects authority and the status quo
e. are successful, sophisticated, take-charge people with high self-esteem
Explain three of the five points of comparison between traditional and social media.
In the _____ method, only the funds that remain after budgeting for everything else are
spent on advertising.
a. competitive parity
b. affordability
c. objective-and-task
d. arbitrary allocation
e. percentage-of-sales
Which of the following is a conclusion that can be drawn from research with respect to
what it takes for television advertising to successfully enhance a brand’s sales
performance?
a. ad copy must be distinctive
b. ad weight without persuasiveness is insufficient
c. the selling power of advertising wears out over time
d. advertising works quickly if it works at all
e. All of these are correct.
Which of the following is NOT one of the classifications used by Starch?
a. noted
b. associated
c. influenced
d. read some
e. read most
Aunt Marie’s is a local restaurant. The owner advertises in the local newspaper to attract
customers. This is an example of a _____ strategy.
a. planned
b. push
c. pull
d. forced channel
e. strategic channel
Changes in the context or organization of information in consumers’ long-term
memories is known as _____.
a. perception
b. learning
c. comprehension
d. exposure
e. attention
Most consumers revert to their pre-coupon brand choice _____ after redeeming a
competitive brand’s coupon.
a. immediately
b. within two weeks
c. within three weeks
d. within one month
e. within two months
Advertisers and media planners turn to _____ to obtain information on standardized ad
rates, contact information, reader profiles and other information regarding magazines.
a. GfK Mediamark Research
b. Experian Simmons
c. Arbitron
d. Nielsen
e. Standard Rate and Data Services (SRDS)
Billboard advertising provides an excellent opportunity to reach consumers as a last
reminder before purchasing. This is why _____ are among the heaviest billboard users.
a. business-to-business firms
b. computer manufacturers
c. grocery stores
d. restaurants
e. hi-tech firms
Usually the vanguard is a carefully selected target group that is most likely to love a
new movie, a new book, or other product or service. In the publishing industry,
‘cheerleading’ is stimulated by giving free copies of a new book to a select group of
opinion leaders. This practice is referred to as _____ the market.
a. priming
b. influencing
c. seeding
d. co-opting
e. bribing
In a marketing communications context, _____ involves matters of right and wrong, or
moral, conduct pertaining to any aspect of marketing communications.
a. regulation
b. responsibility
c. social responsibility
d. social awareness
e. ethics
When there are television commercials for the Ford Focus, television is the _____.
a. receiver
b. source
c. message channel
d. noise
e. message
Which of the following is NOT a primary motivations dimension of the VALSâ„¢
psychographics classification model?
a. pursuit of ideals
b. resources
c. need for achievement
d. drive to self-express
e. All of these are primary motivation dimensions.
Sun Cosmetics decides to promote After-Sun Aloe by including an on-pack coupon on
that brand and on one of its other products, SunBreak. Sun Cosmetics is using
crossruffing to stimulate _____ and the on-pack coupon to stimulate _____.
a. repeat purchasing; recognition
b. trial purchasing; repeat purchasing
c. recognition; trial purchasing
d. repeat purchasing; recognition
e. recognition; recall
Which of the following is NOT a type of premium?
a. free-with-purchase premium
b. self-liquidating offer
c. in-pack premium
d. mail-in offer
e. add-on premium
Toyota automobiles are regarded by consumers as reliable, intelligent, and successful.
The levels of satisfaction of Toyota owners is at or near the top of satisfaction ratings.
Which brand-related personality dimension best describes Toyota?
a. excitement
b. competence
c. sophistication
d. ruggedness
e. innocence
Which of the following is a fundamental decision in the brand-level marcom decision
process?
a. targeting
b. positioning
c. setting objectives
d. budgeting
e. All of these are correct.
Which of the following is NOT one of the PACT principles regarding advertising
copytesting?
a. A good copytesting system is one that requires agreement about how the results will
be used in advance of each specific test.
b. A good copytesting system provides multiple measurements.
c. A good copytesting system is based on a model of sales or market share.
d. A good copytesting system should test alternative executions in the same degree of
finish.
e. A good copytesting system is one that can demonstrate reliability and validity.
Which of the following is a distinctive feature of direct mail?
a. targetability
b. measurability
c. accountability
d. efficiency
e. All of these are correct.
In the creative brief, the brand management team must clearly articulate the brand’s
_____.
a. price
b. benefits
c. features
d. meaning
e. distribution
According to the shelf-space-model, achieving a high level of weekly reach for a brand
should be emphasized over acquiring heavy frequency.
Google AdSense is based on behavioral targeting online using cookies.
Infomercials account for nearly one-fourth of the programming time for most cable
stations.
An allegory is a form of extended metaphor.
Describe the differences between antiquated selling and modern selling.
Identify situations where an advertiser would use in-house advertising operations,
full-service advertising agencies, and a la carte arrangements. Your answer should
include a discussion of the advantages and disadvantages of each of the three
alternatives.
Opinion leaders tend to have less contact with the mass media than do followers.