Which of the following refers to brand visibility, presence, and importance to the target
market?
A) ROI
B) the 3 Ps
C) brand personality
D) brand salience
E) brand position
Brand advertising is also known as ________ advertising.
A) trade
B) local
C) consumer
D) corporate
E) public service
________ markets include a wide variety of profit and nonprofit organizations, such as
hospitals, government agencies, and schools, that provide goods and services for the
benefit of society.
A) Consumer
B) Business-to-business
C) Channel
D) Institutional
E) Distribution
One of the primary advantages of direct mail is the low cost per thousand compared to
mass media.
John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two
months later, John wanted to send his mother some flowers for Mother’s Day and
remembered the phone number from the ad. Which component of cognition is this?
A) cognitive learning
B) confusion
C) conditioned learning
D) differentiation
E) recall
Which type of billboard is normally created onsite and can even be painted on the sides
of buildings, roofs, and natural structures, such as the side of a mountain?
A) painted outdoor bulletin
B) printed outdoor bulletin
C) painted outdoor poster
D) printed outdoor poster
E) outdoor extension
Which of the following refers to speaking out on a brand’s behalf and referring to it
when someone asks for a recommendation?
A) social rehearsal
B) cognitive learning
C) advocacy
D) conviction
E) loyalty
In which type of personal selling does a representative make sales calls at a customer’s
place of business?
A) prospecting
B) field sales
C) retail selling
D) direct marketing
E) lead selling
Susan is working on the advertising plan for her company’s shampoo named Silkience.
She has conducted a SWOT analysis and learned that her company enjoys a strong
financial position and has good working relations with the resellers of its brands. The
primary target customers for this brand are women between the ages of 35 and 50, and
demographic analysis indicates that this age demographic will grow in double digits
over the next 10 years. Silkience targets women who may be having concerns about
graying hair. It is a gentle shampoo that will not wash out color, especially
semi-permanent color that women of this age tend to use. However, Susan also learned
that the target customers do not perceive her company’s brand of shampoo as a brand
for them but rather for a younger consumer because previous ads tended to use
younger-looking models. There was also nothing in the previous advertising campaigns
that really explained the benefits of the brand, such as suggesting that it was gentler for
semi-permanent-colored hair.
In terms of the SWOT analysis, the fact that the demographic analysis indicated that
this age group of women will increase considerably in the next 10 years represents a(n)
________.
A) trend
B) weakness
C) opportunity
D) threat
E) win
Which type of analysis involves making a chart of a company’s product and
competitors’ products, listing each product’s relevant features, evaluating how well the
product and the competitors’ products perform on that feature, and then evaluating how
important each feature is to the target audience?
A) situation analysis
B) segmentation analysis
C) feature analysis
D) differential analysis
E) market situation analysis
Which type of communication objective is most closely associated with the Facets
Model of Effects category of perception?
A) cue the psychological appeal
B) create awareness
C) stimulate desire
D) stimulate trial
E) connect to positive brand experiences
Which of the following statements is FALSE regarding frequency?
A) Average frequency is a more precise metric than frequency distribution.
B) Average frequency can give the planner a distorted idea of the plan’s performance.
C) The frequency distribution method is more revealing than the average frequency
method of reporting repetition.
D) The frequency distribution shows the percentage of audience reached at each level
of repetition.
E) The range of frequency is often large; some in the target audience can see a brand
message once while others may see it 10 times within the same given period.