The percentage of the total sales in a product category that a particular brand has is
called the brand’s ________.
A) position
B) market segment
C) distribution
D) share of market
E) exchange
What do tracking studies show?
A) performance of a marketer’s brand over time
B) the break-even point for a campaign
C) return on investment for the campaign
D) past performance of a brand
E) inquiries from an advertisement
Which of the following types of programs is used to discourage socially harmful
behaviors?
A) marketing public relations
B) crisis management
C) public communication campaigns
D) public affairs
E) issue management
What does the term viral marketing mean?
A) It is another term for online privacy.
B) It is another term for online security.
C) It refers to problems associated with computer viruses.
D) It refers to buzz that gets rapidly passed through a network of friends.
E) It refers to negative publicity associated with company blogs.
Susan is working on the advertising plan for her company’s shampoo named Silkience.
She has conducted a SWOT analysis and learned that her company enjoys a strong
financial position and has good working relations with the resellers of its brands. The
primary target customers for this brand are women between the ages of 35 and 50, and
demographic analysis indicates that this age demographic will grow in double digits
over the next 10 years. Silkience targets women who may be having concerns about
graying hair. It is a gentle shampoo that will not wash out color, especially
semi-permanent color that women of this age tend to use. However, Susan also learned
that the target customers do not perceive her company’s brand of shampoo as a brand
for them but rather for a younger consumer because previous ads tended to use
younger-looking models. There was also nothing in the previous advertising campaigns
that really explained the benefits of the brand, such as suggesting that it was gentler for
semi-permanent-colored hair.
Massiel, the account planner for Silkience, investigated all of the research on the brand,
looking for possible reasons that the target market has not responded and for ideas
about how they could be motivated to respond in the desired way. Which of the
following was Massiel doing?
A) perceptual mapping
B) repositioning
C) insight mining
D) feature analyzing
E) brand positioning
A brand, a corporate or store name, or a distinctive symbol that identifies the seller’s
brand and thus differentiates it from the brands of other sellers is called a ________.
A) trademark
B) copyright
C) logo
D) patent
E) brand name
Moving an inanimate object a bit at a time and filming it frame by frame is known as
________.
A) stop motion
B) stop action
C) micro filming
D) slow motion
E) step motion
Under which of the following are unique trademarks protected from infringement by
competitors?
A) Pure Food and Drug Act
B) Wheeler-Lea Amendment
C) Lanham Act
D) Federal Trade Commission Act
E) FTC Improvement Act
Members of which of the following generational groups grew up with tape recorders,
video games, VCRs, and cable TV, but not cell phones, computers, or Internet?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Magazines and newspapers have clearly set production deadlines called ________.
A) closings
B) make goods
C) lead times
D) preemptions
E) drop-deads
A shelf talker is an example of publicity media.
Suave ran ads featuring a woman with beautiful hair questioning “Suave or Matrix?
Can You Tell?” This is an example of a ________ format.
A) spokesperson
B) teaser
C) comparison
D) problem-solution
E) problem avoidance
Using which type of publicity does a traveling spokesperson make announcements and
speeches, hold press conferences to explain a promotional effort, and offer interviews?
A) town hall forum
B) speakers’ bureau
C) displays and exhibits
D) controlled media event
E) media tour
Which of the following are objectives related to the connect facet of the Facets Model
of Effects?
A) create attention, awareness, interest, recognition and recall
B) deliver information and understanding
C) touch emotions and create feelings
D) change attitudes, create conviction and preference
E) establish brand identity and associations
Jell-O ads contain the phrase “Make some magic.” All Ace Hardware store ads contain
the statement “Life is an ongoing project.” The American Dairy Farmers run ads that
say, “Ahh, the power of cheese.” These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions
D) slogans
E) slice-of-life appeals
Which of the following refers to the fundamental principles that guide the operations of
a business?
A) vision statement
B) mission statement
C) business philosophy
D) social philosophy
E) competitive advantage
Deleting the repeated names on direct-mail lists that have been combined is known as
________.
A) purging
B) merging
C) mining
D) parsing
E) converting
Which of the following is typically done first in the process of developing a marketing
plan?
A) selecting marketing objectives
B) selecting target markets
C) developing marketing mix strategies
D) identifying threats and opportunities
E) designing action plans
Which of the following is a research question assessing an ad’s effectiveness in
persuading consumers?
A) How did the ad make you feel?
B) Do you have confidence in the brand?
C) What stood out in this ad?
D) When you think of this brand, what qualities do you associate with it?
E) What did you like or dislike in the ad?
Sales promotion is often the most effective strategy for increasing sales of a(n)
________.
A) luxury product
B) parity product
C) business service
D) exclusive product
E) differentiated product