A variable that influences the awareness class would include _____.
a. free samples
b. price discounts
c. demographics
d. product satisfaction
e. All of these are correct.
An objective that manufacturers can have for using trade-oriented promotion is to
_____.
a. introduce new or revised products
b. build retail inventories
c. obtain displays outside normal shelf locations
d. reduce excess inventories and increase turnover
e. All of these are correct.
A strength of magazine advertising is that it provides more geographic options than
other media.
The extent to which a package is environmentally friendly is an example of _____.
a. visibility
b. information
c. emotional appeal
d. workability
e. gestalt
Advertising that appears as part of a video game is known as _____.
a. interactive advertising
b. advertising integration
c. adver-gaming
d. interactive gaming
e. electronic advertising
The _____ creative style involves psychological, rather than physical, differentiation.
a. preemptive
b. generic
c. positioning
d. unique-selling proposition
e. brand image
The period preceding and following prime time in television is known as _____.
a. off time
b. fringe time
c. nonprime time
d. slotting time
e. daytime
Which of the following is NOT a general category of objectives for using promotions?
a. generating trial
b. encouraging repeat purchasing
c. reinforcing brand image
d. encouraging utilitarian attitudes
e. All of these are correct.
In general, _____ refers to information about consumers’ attitudes, values, motivations,
and lifestyles as they relate to buying behavior in a particular product category.
a. demographics
b. geodemographics
c. psychographics
d. holographics
e. biographics
What does one outdoor gross rating point (GRP) mean?
a. reaching 1 percent of the population in a particular market a single time
b. reaching 1 percent of the population 100 percent of the time
c. reaching 10 percent of the population in a particular market a single time
d. reaching 100 percent of the population in a particular market a single time
e. reaching 100 percent of the population in a particular market 100 percent of the time
Agents of coupon-issuing manufacturers are known as _____.
a. clearinghouses
b. redemption centers
c. the Coupon Information Center (CIC)
d. interchanges
e. interceptors
A marketer positioning a product to appeal to members of the ‘Experiencers’ category
should emphasize all EXCEPT which of the following benefits?
a. fashion
b. entertainment
c. outdoor recreation
d. economical
e. social
Campbell’s Soup used glass marbles to displace the chicken, vegetables, and
star-shaped noodles in advertisements for it Chicken and Stars soup because, without
them, all the solid matter sank to the bottom and consumers couldn’t see the ‘stars.’ The
ad was ruled deceptive because Campbell’s did not tell consumers that the soup really
did not contain as much meat, vegetables, and noodles as it appeared due to the prop
used to photograph the ads. This ad was most likely be considered misleading due to
_____.
a. immateriality
b. hyperbole
c. exaggeration
d. omission
e. unreasonableness
Which of the following is NOT a concept related to buzz creation?
a. Interconnect
b. Network
c. Node
d. Hub
e. Link
For an epidemic to occur there must be a(n) _____, which is the moment of critical
mass at which enough people are infected that the epidemic diffuses rapidly throughout
the social system.
a. perpetuation
b. tipping point
c. node
d. network
e. explosion
Forward buying does not always benefit manufacturers because _____.
a. the savings from forward buying are passed on to consumers by retailers
b. distribution costs are increased
c. retailers’ margins are reduced
d. manufacturers’ margins are increased
e. All of these are correct.
Which of the following is FALSE regarding trade allowances?
a. One objective is to increase consumer retail sales of the manufacturer’s brand.
b. Retailers usually pass along to consumers the discounts they receive from
manufacturers.
c. An objective is to increase purchases of the manufacturer’s brand by wholesalers
and/or retailers.
d. Most manufacturers rate the value of trade allowances as fair or poor.
e. Most retailers think that trade promotions should serve to increase sales and profits of
entire product categories without concern for whether a manufacturer’s specific brand
benefits from the trade promotion.
Which of the following terms might be specifically defined as ‘corporate philanthropy
based on profit-motivated giving’?
a. sponsorship marketing
b. public relations
c. cause-related marketing
d. event marketing
e. do-good marketing
In the FTC’s Green Guides, claims such as ‘environmentally friendly’ or ‘safe for the
environment’ would fall into which of the four general recommendations?
a. Make Specific Claims.
b. Reflect Current Disposal Options.
c. Make Substantive Claims.
d. Make Supportable Claims.
e. None of these are correct.
A(n) _____ immediately following negative publicity can lessen the damage that will
result, such as diminished public confidence in a company and its brands, or a major
loss in sales and profits.
a. corporate denial
b. internal investigation
c. stockholder meeting
d. call to the corporate lawyer
e. corporate response
Which of the following statements is FALSE?
a. Promotions are capable of accomplishing more than a single objective.
b. Specific promotion techniques achieve different objectives depending on the specific
form of delivery vehicle.
c. Sales promotion tools may support advertising efforts by reinforcing a brand’s image.
d. Consumer-oriented promotions cannot leverage trade support.
e. All consumer-oriented promotion techniques provide consumers with rewards.
The Eastman Kodak company introduced a 30-minute _____ on TV to promote its new
DC210 zoom digital camera.
a. product placement
b. infomercial
c. sales promotion
d. interstitial
e. blog
Only B2B marketers have increased their usage of direct mail advertising.
The ripamatics version of a commercial captures the realism of an actual commercial
but entails huge expenses associated with filming an original commercial.
On-premise business signage communicates information about products and services in
close proximity to the store.
Advertising is defined as ‘a paid, mediated form of communication from an identifiable
source, designed to persuade the receiver to take some action, now or in the future.’
Assume that you are an account executive for an advertising agency. One of your
clients is a manufacturer of motorcycle helmets. She has suggested the use of fear
appeals. Write her a one-page letter explaining why fear appeals should or should not be
used.
Phishing is a criminal activity.
Secondary demand is creating demand for an entire product category.