_____ takes place when criminals send e-mail messages appearing to be from
legitimate corporations and direct recipients to phony websites that are designed to look
like companies’ actual websites with the intent to extract personal data from people such
as their credit card and ATM numbers.
a. Spamming
b. Podcasting
c. Skimming
d. Phishing
e. Browsing
According to the CPM, consumer behavior is seen as _____.
a. irrational
b. illogical
c. systematic
d. metaphorical
e. None of these are correct.
In a _____ advertising schedule, advertising is used during every period of the
campaign, but the amount of advertising varies considerably from period to period.
a. flighting
b. dated
c. plotted
d. pulsing
e. continuous
Which of the following is NOT a step in evaluating sales promotion ideas?
a. identify the objectives
b. achieve agreement
c. evaluation system
d. identify the budget
e. None of these are correct.
An example of cause related marketing is an automobile company _____.
a. underwriting the expenses of a rock concert
b. underwriting the expenses of an ethnic festival
c. making a contribution for breast cancer research
d. making a contribution to the American Cancer Society every time someone purchases
a new automobile.
e. sponsoring a tennis tournament
Sears, the large retail chain, was accused in the 1990s of charging customers in
California for automobile repair work that allegedly was never performed. The CEO of
Sears immediately hit the airways to apologize and announce that nothing like this
would happen in the future. The CEO’s action represents _____.
a. proactive marketing public relations
b. reactive marketing public relations
c. rumor control
d. an executive-statement release
e. sponsorship
Which of the following is NOT a distinctive feature of direct mail?
a. targetability
b. measurability
c. accountability
d. flexibility
e. expandability
Which of the following is NOT a reason CPM and CPM-TM statistics should be used
with caution?
a. These are measures of cost-efficiency, not of effectiveness.
b. These measures lack comparability across media because the various media perform
unique roles and are therefore priced differently.
c. Users must be sure to use standardized bases for calculating these statistics.
d. Vehicles within a particular medium must be compared on the same basis.
e. All of these are reasons to be cautious.
Selecting the ‘best’ medium depends on the _____.
a. budget availability
b. competitive challenge
c. creative needs
d. advertiser’s objectives
e. All of these are correct.
Suppose that the Wave Runner marina, a retailer of recreational water gear, allows
customers the opportunity to use the innovative O’Brien ski prior to actually purchasing
one. This innovative product might now be adopted more quickly because of an
increase in _____.
a. observability
b. trialability
c. relative advantage
d. complexity
e. compatibility
Marketers can enhance the consumers’ opportunity to reduce processing time by _____.
a. appealing to hedonistic needs
b. heightening ad complexity
c. repeating brand information
d. creating gestalt processing
e. employing verbal framing
In using the objective-and-task method of budgeting, Volkswagen determined that it had
to substantially increase consumer awareness of the Golf and Jetta brand names. This
would be included in which step of the budgeting process?
a. Establish specific marketing objectives
b. assess the communication functions that must be performed
c. determine advertising’s role in the total communication mix
d. establish specific advertising goals in terms of measurable communication response
e. establish the budget
One objective involved in formulating media plans is determining how much
advertising volume (termed _____, by practitioners) is required to accomplish
advertising objectives.
a. reach
b. weight
c. frequency
d. continuity
e. strength
In general, the most dramatic factors underlying the need for reactive MPR are _____.
a. employee behaviors and the consequences
b. executive behaviors and the consequences
c. product defects and failures
d. product price and value
e. consumer behaviors and the consequences
This dimension includes brands that are down-to-earth, honest, wholesome, and
cheerful.
a. excitement
b. sophistication
c. competence
d. sincerity
e. ruggedness
Specific measures that are used to judge marcom effectiveness are also called _____.
a. variables
b. metrics
c. coefficients
d. models
e. variances
A(n) _____ represents the percentage of audience members who are exposed f times
(where f = 0, 1, 2, 3, 4, …) to a specific media vehicle.
a. efficiency index
b. frequency distribution
c. 1+ exposure
d. reach distribution
e. continuity schedule
Brain imaging applies knowledge from the field of _____ and uses a functional
Magnetic Resonance Imaging device (MRI).
a. biology
b. chemistry
c. physioscience
d. psychology
e. neuroscience
A promotion program’s _____ is the sum of the direct outlays invested in the
promotion.
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. effectiveness
It has been conjectured that epidemics in a social context, including the spread of
information about new products and their adoption, can be accounted for with the
_____.
a. law of the few
b. stickiness factor
c. power of context
d. word of mouth factor
e. All of these are correct, except for word of mouth factor.
All of the following are advantages of social media except _____.
a. flexibility
b. reach options
c. integration
d. meaningless comments
e. cost effectiveness
Which type of consumer promotion offers consumers an immediate reward with the
objective of encouraging repeat purchases?
a. samples
b. phone cards
c. continuity programs
d. self-liquidating offers
e. bonus packs
The final step in personal selling is _____.
a. preapproach
b. follow up
c. approach
d. sales presentation
e. close
The youngest of the VALSâ„¢ segments are the _____.
a. Innovators
b. Believers
c. Achievers
d. Experiencers
e. Makers
_____ is a form of pricing whereby a manufacturer charges the same price for a
particular brand day in and day out.
a. EDLP(R)
b. EDLP(M)
c. Pay-for performance
d. Bridge pricing
e. Steady pricing
A brand has no equity if consumers are unfamiliar with it.
Give three examples of similes, metaphors, and allegories that are used by marketers.
Evaluate them.
Attitudes are hypothetical constructs.
The major advantage of direct-mailed coupons is that they are relatively inexpensive
compared with other coupon-distribution methods.
Huge investments and concerted efforts to introduce new products and services almost
always guarantee success.
Explain the six alternative creative strategies. For each style, provide an example of an
actual advertisement that uses that style.
U.S. citizens aged 55 or older represent 40 percent of the total U.S. population.