Before information can be recalled, it must ________.
A) be associated with another thought or emotion
B) have resonance
C) be perceived
D) be differentiated
E) create conviction
Brokers, distributors, wholesalers, dealers, franchisees, and retailers are referred to as
________.
A) consumers
B) trade
C) gatekeepers
D) suppliers
E) merchandisers
Which is the largest category of radio advertising revenues?
A) network
B) national spot
C) local
D) satellite
E) web
Trade buyers would most likely have the opportunity to sample products and view
product demonstrations at a ________.
A) dealer loader
B) sponsored event
C) trade show
D) point-of-purchase display
E) cross promotion event
When Tylenol pain relief capsules were tampered with in 1982, resulting in the death of
several consumers, the manufacturer pulled all of its products from store shelves,
redesigned packaging to resist tampering, and reintroduced noncapsule forms of the
product. This was very expensive for Tylenol to do, but the company knew that the
reputation, meaning, and value that its brand name had acquired over time held
financial value. Today, Tylenol brand medications have the reputation of being
high-quality products. The reputation, meaning, and value that the Tylenol brand name
has acquired over time is known as ________.
A) brand personality
B) trademark
C) brand framework
D) brand relationship
E) brand equity
Which of the following is an example of a corporate publication?
A) newsletter
B) public service advertisement
C) banner ad
D) news release
E) testimonial
Using ________, consumers select messages to which they pay attention.
A) cognition
B) association
C) selective perception
D) selective interest
E) awareness
The Detroit Tigers’ baseball season is about to kick off, and the owners want to
advertise that fact in the Detroit metropolitan area. They will be using television,
newspaper, and radio as part of their media mix. Below is one portion of their media
plan.
If the data given is for one week, what would the total insertions be for the plan for a
four week period?
On Wednesday nights, a hit TV showcommanded the highest advertising rates for the
network TV season, charging advertisers $658,333 per 30 seconds. This ad cost was
based on an average rating of 16.3 for this program during the previous TV season. The
hit showreached an audience of almost 25 million viewers during one week in April.
Calculate the CPP.
A) $26.33
B) $40.39
C) $26,330
D) $40,388
E) not enough information to determine
Which type of advertising message tells a story about the products, using characters
who speak to each other rather than the audience?
A) hard sell
B) lecture
C) teaser
D) demonstration
E) drama
Which of the following is used to assess the internal and external public relations
environment that affects the organization’s audiences, objectives, competitors, and past
results?
A) marketing audit
B) SWOT analysis
C) communication audit
D) PR audit
E) benchmarking
Cameron loves to know about and purchase the most up-to-date technological gadgets.
Among his friends, he is almost always the first to own the newest electronic product.
Often the products that Cameron buys become adopted by large groups of consumers,
but occasionally Cameron will purchase a product that is adopted by only a small
portion of the population. To which of the following adopter groups does Cameron
belong?
A) innovator
B) loyal user
C) early majority
D) late majority
E) laggards
Using the ________ for budgeting, the budget is determined based on a comparison of
the total brand sales and the total marcom budget during the previous years.
A) percentage-of-sales method
B) objective-task method
C) historical method
D) competitive method
E) all you can afford method