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Which type of coupons achieve the highest household penetration?
a. point-of-purchase coupons
b. mail-delivered coupons
c. newspaper-delivered coupons
d. on-pack coupons
e. online coupons
Research shows that users of yellow pages tend to be ____ years-old.
a. 15-to-19
b. 19-to-25
c. 25-to-49
d. 30-to-49
e. 40-to-49
A good logo should _____.
a. be very simple
b. be very complex
c. be recognized easily
d. convey different meanings to the various target members
e. All of these are correct.
The Grocery Manufacturer's Association has recently undertaken a major initiative to
develop a means of measuring in-store advertising media.
Digg is an example of a social media brand in the _____ category.
a. collaboration
b. communication
c. multimedia
d. entertainment
e. friending
A key feature of database marketing is that each present or prospective customer is
viewed as not just an address, but rather as a(n) ____.
a. long-term asset
b. short-term asset
c. declining asset
d. unpredictable asset
e. number
Suppose a stereo salesperson was hired by the store owner because he is about the same
age as most shoppers in the store and is considered handsome. What influence tool did
the owner have in mind when hiring this salesperson?
a. commitment and consistency
b. social proof
c. reciprocation
d. liking
e. authority
Calvin refuses to eat his spinach. His father says, 'Eat your spinach, Calvin, and you can
stay up one hour longer than your normal bedtime.' What influence tool is the father
using?
a. commitment and consistency
b. social proof
c. reciprocation
d. liking
e. authority
In the past, what was the standard media commission paid to advertising agencies?
a. 5 percent
b. 10 percent
c. 15 percent
d. 20 percent
e. 25 percent
Research has demonstrated that brand names that include _____ convey attribute
qualities such as smallness, lightness, mildness, thinness, femininity, weakness, and
prettiness.
a. consonants
b. front vowels
c. back vowels
d. short vowels
e. long vowels
The term comprehension is often used interchangeably with perception; both terms
refer to _____.
a. interpretation
b. integration
c. association
d. adaption
e. knowledge
Which of the following is a way advertisers can perform the advertising function?
a. purchase advertising services on an as-needed basis from specialized agencies
b. use a full-service advertising agency
c. use an in-house advertising operation
d. a and b only
e. a, b, and c
When MC > MR there is a _____.
a. marginal gain
b. sub-optimization of profits
c. need for increased advertising
d. marginal loss
e. maximization of profits
_____ involves presenting people with single words or images at a speed that is below
the conscious threshold.
a. Focused attention
b. Imagery
c. Peripheral cues
d. Subliminal priming
e. Novelty
The most popular form of Internet advertising is _____.
a. sponsorships
b. pop-ups
c. superstitials
d. banner ads
e. interstitials
John Smith owns three gas stations. There are rumors that he is a drug dealer. This is a
_____ rumor.
a. planted
b. conspiracy
c. jagged
d. competitive
e. contamination
Panel members who use their handheld scanners to enter any coupons used and to
record all store deals and in-store features that influenced their purchasing decisions are
taking part in _____.
a. ACNielsen's ScanTrack
b. the TRACE Method
c. the Emotional Measurement System
d. the Hawthorne Experiment
e. IRI's BehaviorScan
Which medium does Starch testing service measure?
a. television
b. radio
c. magazines
d. newspapers
e. outdoor
Explain why consumers need not fear the effects of subliminal advertising.
Sexist ads use sexual imagery or suggestiveness.
Advertising strategy implementation involves setting objectives, devising budgets,
creating messages, and developing the media strategy.
ComScore ARS' Share of Choice scores of 2.0 or lower are defined as inelastic,
implying that commercials scoring this poorly are probably incapable of driving
market-share gains.
Explain the role of the fair use doctrine in copyright protection.
A symbol relation is formed when an object becomes a symbol of something else,
called the referent, and when the object and referent have no prior intrinsic relationship
but are rather arbitrarily or metaphorically related.
The modern selling philosophy relies heavily on wining and dining clients, emphasizing
the clients are bought rather than earned.
Packages with unusual shapes are perceived as containing smaller quantities of contents
compared to more conventional packages.
A customer-driven atmosphere in selling is essential to developing long-term growth
through customer relationships.
GRPs of 25 and 50 are the two levels purchased most frequently for outdoor
advertising.
