Which step of personal selling is most critical for developing a long-term relationship
between the salesperson and the client?
a. preapproach
b. prospecting
c. approach
d. sales presentation
e. follow up
Which of the following is a point-of-purchase form of coupon?
a. FSI coupon
b. instantly redeemable coupon
c. in-pack coupon
d. on-pack coupon
e. online coupon
In the U.S., middle-agers (ages 35 to 54) have _____ in recent years.
a. stayed the same in number
b. decreased in number
c. increased in number
d. become less affluent
e. become more affluent
Alex is a semi-retired individual who is in good health but is psychologically
withdrawn from society. Alex would be classified as a(n) _____.
a. Healthy Hermit
b. Ailing Outgoer
c. Frail Recluse
d. Healthy Indulger
e. Healthy Insider
Christina is developing a package that should evoke feelings of strength and durability.
It would be best to use a _____ package.
a. metal
b. plastic
c. paper
d. velvet
e. foil
All of the following are required in order for a patent to be obtained except _____.
a. the filer must demonstrate the innovation is novel
b. the filer must demonstrate the innovation is useful
c. the filer must demonstrate the innovation is not obvious in process or product
d. the filer must demonstrate the tangible nature of the innovation
e. None of these are correct.
Mr. Goodwrench is an example of a(n) _____.
a. metaphor
b. simile
c. gerund
d. allegory
e. nonsequitur
The _____ function refers to the relationship between money invested in advertising
and the response, or output, of that investment in terms of revenue generated.
a. sales response
b. advertising response
c. sales-to-advertising response
d. advertising-to-sales response
e. marcom response
Which of the following statements is FALSE concerning comparative advertising?
a. Comparative advertising generates fewer purchases than noncomparative ads.
b. Comparative advertising is better than noncomparative ads in enhancing brand name
recall.
c. Comparative advertising is seen as somewhat less believable than non-comparative
advertising.
d. Comparative advertising generates stronger intentions to purchase the sponsored
brand.
e. Comparative advertising is particularly effective for promoting brands that possess
distinct advantages relative to competitive brands.
Marketers can enhance the consumers’ ability to access knowledge structures by _____.
a. appealing to hedonistic needs
b. using large pictures
c. using celebrities
d. repeating key scenes
e. None of these are correct.
In copy testing, a valid test is one that _____.
a. yields consistent results each time an ad is tested
b. is predictive of marketplace performance
c. can be used in many different situations
d. uses a heterogeneous sample
e. is conducted with a nonprobability sample
An advertisement by Anheuser Busch, the manufacturer of Budweiser beer, stressing
the importance of using a designated driver to curb drunken driving accidents is an
example of _____ advertising.
a. corporate image
b. generic
c. preemptive
d. corporate issue
e. preventive
Messages about new products that are attention-catching and memorable enable more
rapid diffusion because they possess the _____ factor.
a. legend
b. stickiness
c. rumor
d. cleverness
e. contextual
Which of the following is NOT a characteristic by which completed promotion
programs can be judged?
a. eliteness
b. effectiveness
c. execution ease
d. expense
e. efficiency
Bill is given a list of brands of shaving products by a researcher and is asked to mark all
those that he is aware of. Which level of awareness is this assessing?
a. recall
b. recognition
c. aided recall
d. unaided recall
e. positive awareness
The fact that it costs five to 10 times more to land a new customer than to keep a
current customer has been compared to a(n) _____.
a. clogged drain
b. leaky bucket
c. sand castle
d. ice sculpture
e. bee hive
Katherine is developing a package for a new consumer product. She should develop a
_____ package because the main objective of her package is to attract attention.
a. green
b. white
c. black
d. yellow
e. red
The simplest of all decision heuristics is _____.
a. affect referral
b. compensatory
c. conjunctive
d. lexicographic
e. disjunctive
An executive-statement release may address _____.
a. comments on environmental issues
b. forecasts of future sales
c. new marketing programs
d. views on foreign competition
e. All of these are correct.
The assessment of marcom effectiveness should include, but not be restricted to, _____.
a. presales goals
b. percentage-of-sales
c. qualitative measurement
d. survey data
e. economic analysis
Which type of question used during the sales presentation phase asks about the
consequences of problems and challenges the prospect is facing?
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
What percentage of Facebook users check the site daily?
a. 10 percent
b. 25 percent
c. 50 percent
d. 75 percent
e. 88 percent
First and foremost, POP displays must satisfy the needs of the manufacturer.
The premise underlying geodemographic targeting is that people who reside in similar
areas also share demographic and lifestyle similarities.
Creative ads share two features: originality and appropriateness.
Virtual worlds represent one area of profitability for Facebook.
Providing detailed warranty and complaint-procedure information on labels or in
package inserts can minimize perceptions of risk.
Explain what the payoff is from using integrated marketing communications.
Describe the advertising management process from the advertiser’s perspective.