Which of the following can impact the sale-to-advertising response function?
a. creativity of advertising execution
b. state of the economy
c. intensity of competitive advertising efforts
d. overall quality of the brand’s mix
e. All of these are correct.
By definition, _____ simply means that consumers come in contact with the marketer’s
message.
a. perception
b. exposure
c. attention
d. comprehension
e. interpretation
Evelyn is the advertising director of a chain of health clubs. She is putting together an
advertisement, and she wants to enhance the consumers’ opportunity to encode
information. The best way to accomplish this objective would be to _____.
a. repeat the ad on multiple occasions
b. use loud music
c. use celebrities
d. use colorful ads
e. employ verbal framing
_____ is the practice of marketers asking for and receiving consumers’ permission to
send them messages on particular topics.
a. Spam
b. Opt-in e-mailing
c. Interstitial e-mailing
d. Phishing
e. Superstitial e-mailing
All of the following are possible objectives of social media campaigns except _____.
a. enhance public relations
b. explore social media
c. offer deals
d. launch a cause
e. elicit consumer-generated stories
The systematic and organized effort to encourage people to talk favorably about a
particular product, service, or brand, and to recommend its use to others who are part of
their social network is known as _____.
a. spreading the word
b. news creation
c. network diffusion
d. epidemic creation
e. buzz creation
There is considerable concern regarding the marketing of beer and other alcoholic
beverages to teens and young adults. A study by a watchdog group at Georgetown
University reported that _____ of alcohol advertising was more likely seen by youths
than adults.
a. three-quarters
b. less than five percent
c. seventy percent
d. one-half
e. one-quarter
Gaining exposure is a necessary but _____ condition for communication success.
a. sufficient
b. insufficient
c. nominal
d. unnecessary
e. intergral
A university fraternity sponsored a blood drive in cooperation with the Red Cross, but
students weren’t eager to donate. Red Cross volunteers took an impromptu survey and
discovered that students erroneously believed they could contract AIDS in the process
of giving blood. The erroneous belief that AIDS can be contracted while donating blood
is best described as the _____ component of the student body’s attitude.
a. affective
b. cognitive
c. constructive
d. emotive
e. evaluative
A(n) _____ announces new products, provides relevant information about product
features and benefits, and informs interested listeners/readers about how additional
information can be obtained.
a. product release
b. executive-statement release
c. feature article
d. press conference
e. news statement
Brand associations can be conceptualized in terms of _____.
a. type
b. favorability
c. strength
d. uniqueness
e. All of these are correct.
_____ ads are typically small, static ads placed in frequently visited websites.
a. Banner
b. Pop-Up
c. Interstitial
d. Superstitial
e. CGI
Sponsorships cannot be justified unless there is proof that _____ are being achieved.
a. brand awareness and knowledge
b. target market penetration and response
c. message and media objectives
d. brand equity and financial objectives
e. consumer attitude and behavior change
_____ is the Starch classification that consists of the percentage of people interviewed
who read any part of the ad’s copy.
a. Noted
b. Associated
c. Read some
d. Read most
e. Browsed
____ procure specific vehicles within particular media that have been selected for an
agency’s clients.
a. Account executives
b. Account planners
c. Media planners
d. Media buyers
e. Media directors
An example of a peripheral cue would be _____.
a. background music in a television commercial
b. scenery in a television commercial
c. a salesperson’s accent
d. a salesperson’s physical appearance
e. All of these are correct.
What is the most complicated problem of all when assessing marcom performance?
a. How much data is necessary?
b. How much relative effect does each program element have compared to the effects of
other elements?
c. How does one assess reliability and validity?
d. How can a researcher be sure that the data are appropriate for the metric being
assessed?
e. How does one account for sampling and measurement errors?
Many critics consider it unethical to market food products to children, especially
through practices using cartoon characters to sell sugared cereals and non-nutritious
snacks because _____.
a. obesity is a major problem with America’s children
b. these products are expensive
c. children do not have the maturity to make nutritious food choices
d. children believe everything they see and hear
e. the ads are deceptive
_____ is (are) widely circulated but unverified propositions about a product, brand,
company, store, or other commercial target.
a. Urban legends
b. Product releases
c. Commercial rumors
d. Buzz
e. Viral buzz
Howard owns a small convenience store. He wants to attract new customers, brand his
store in consumers’ minds, and create impulse purchases. Which of the following
should he use to accomplish these goals?
a. newspaper advertising
b. billboard advertising
c. on-premise signage
d. point-of-purchase displays
e. television advertising
The rule of epidemics that states that the circumstances and conditions have to be right
for a persuasive message conveyed by a connector to have its impact and initiate an
epidemic is the _____.
a. law of the few
b. stickiness factor
c. law of interconnects
d. power of context
e. law of conditions
The issue surrounding evaluating promotions is whether or not to even evaluate
promotions.
Consumers are more likely to adopt an attitude or undertake an action when a likable
person promotes that action.
In the modern selling practice, getting the order is the critical step in the selling process.
Search engine advertising is especially vulnerable to click fraud.
One criticism of advertising is that it creates and perpetuates stereotypes.