Although there is no simple resolution to whether the traditional or heretical view is
more correct, one thing is certain: companies and their chief executives and financial
officers are increasingly demanding greater _____ from marcom programs.
a. creativity
b. product placement
c. consumer response
d. brand awareness
e. accountability
Rick’s job at a major consumer goods manufacturer is to oversee the process of setting
advertising objectives, devising budgets, message creation, and determining media
strategy. Rick is involved in _____.
a. formulating advertising strategy
b. implementing advertising strategy
c. account management
d. marketing management
e. implementing marketing strategy
In a sales presentation, Jerry asks the prospect, ‘What parts of the system create errors’?
Jerry is using a _____ question in the SPIN method.
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
A number of major corporations, such as General Motors, Amway, and Evian, sponsor
or support worthy causes, many of which are environmental causes. Companies are
highly motivated to engage in cause-oriented marketing because _____.
a. it is a socially acceptable way of distributing excess profits
b. corporations function better in a healthy environment
c. corporations hope to generate goodwill toward the company and its brands
d. major companies are required by law to support environmentally friendly causes
e. research shows that companies that support the environment do better financially
The _____ creative style extends from psychographic research and structures an
advertising campaign to pattern the prevailing lifestyle orientation of the intended
market segment.
a. generic
b. preemptive
c. positioning
d. resonance
e. brand-image
A good copytesting system needs to provide measurements that are relevant to the
_____.
a. advertising objectives
b. advertising budget
c. advertising media
d. advertising script
e. competitive environment
Clarence notices the Blue Angel seal on a box of laundry detergent. The Blue Angel
seal _____.
a. means the product is made in the United States
b. means the product is endorsed by the Chamber of Commerce
c. represents a promise to consumers that a product carrying an environmental claim is
in fact legitimate
d. is a sign of approval from the NAD
e. represents a promise that the company is an equal opportunity employer
From the perspective of the firm that owns the brand, which of the following is a
positive outcome of increased brand equity?
a. higher market share
b. increased brand loyalty
c. ability to charge premium prices
d. earning a revenue premium
e. All of these are correct.
All marketing communications should be _____.
a. directed to a particular target market
b. clearly positioned
c. created to achieve a specific objective
d. undertaken to accomplish the objective within budget constraints
e. All of these are correct.
When counseling its clients in selecting appropriate marcom tools, McCann
Worldgroup uses an approach that requires that the brand marketer first identify the
goal(s) a marcom program is designed to accomplish and then identify the best way to
allocate the marketer’s budget. What is this approach known as?
a. inside-out
b. bottom-up
c. media-neutral
d. media-centric
e. goal oriented
The person who started Facebook is _____.
a. Larry Page
b. Sergey Brin
c. Mark Zuckerburg
d. Sam Adams
e. Steve Jobs
Which of the following is an asset an up-to-date database provides a firm?
a. ability to direct advertising efforts to those people who represent the best prospects
for the company’s products or services
b. offer varied messages to different groups of customers
c. create long-term relationships with customers
d. enhance advertising productivity
e. All of these are correct.
Jack owns a chain of bookstores. He has a limited advertising budget and wants to
advertise in the medium with the lowest cost per thousand for reaching his target
audience. Jack should use _____ advertising.
a. television
b. magazine
c. radio
d. newspaper
e. outdoor
Lisa purchased socks at a department store and noticed a sign that stated she could get
$5.00 back by mail if she purchased five pairs and mailed in a form along with the
proofs of purchases and a dated cash register receipt. This is an example of which type
of promotion?
a. coupon
b. rebate
c. premium
d. bonus pack
e. price-off
Harvey is a brand manager for a national brand of soft drinks. He is making the
implementation decisions in the marcom decision process, and he wants a marcom tool
that is most capable of directly affecting consumer behavior. Which tool should he use?
a. advertising
b. sales promotion
c. publicity
d. events
e. point-of-purchase display
Many who are skeptical of a successful future for mobile phone advertising nonetheless
believe this advertising medium may have value for _____.
a. packaged-goods manufacturers
b. business-to-business marketers
c. local retailers
d. service firms
e. clothing manufacturers
The major method for distributing coupons in the United States is _____.
a. free standing inserts
b. scanner-delivered
c. mail-delivered
d. media-delivered
e. in-pack
One function of advertising is to increase brand salience, which means enriching the
memory trace for a brand such that the brand comes to mind in relevant choice
situations.
Slotting allowances are a mechanism used by manufacturers to exploit the competition
among retailers.
Voluntary attention occurs when a person is attracted to a stimulus and continues to pay
attention because it holds his or her interest.
A critical element of search engine advertising is that this form of advertising attempts
to place messages in front of people precisely when their natural search efforts indicate
they apparently are interested in buying a particular good or service.
Retailers tend to prefer pay-for-performance programs more so than do manufacturers.
The use of coupons is restricted to packaged goods.
Combined efforts of advertising and display positively interact to boost a dealt brand’s
retail sales.