The ABC Company usually sells a package of ten razor blades for $9.00. When the
company offers a package of twelve razor blades for $9.00, they are offering a _____.
a. self-liquidating offer
b. bonus pack
c. price-off promotion
d. rebate
e. sample
What method is often used by salespeople during the sales presentation phase of
personal selling?
a. bird-dog method
b. SPIN method
c. objective-and-task method
d. affordability method
e. percentage-of-sales method
Program evaluation is accomplished by _____.
a. developing a budget that is based on marcom objectives and includes an optimum
balance of advertising and promotion
b. measuring the results of marcom efforts against the objectives that were established
c. collecting data on consumers’ demographics and lifestyles
d. constructing a database of information on the target market, economic conditions,
and competitors’ marcom strategies
e. comparing budgeted marcom expenditures against share-of-voice
Which of the following is a step in the advertising clearance process?
a. advertising agency clearance
b. approval from the advertiser’s legal department and perhaps also from an independent
law firm
c. media approval
d. a and b only
e. a, b, and c
Which of the following is a factor that should be considered when evaluating whether
an event represents a suitable association for a brand?
a. image matchup
b. target audience fit
c. sponsor misidentification
d. clutter
e. All of these are correct.
An ex-CEO at Procter & Gamble’”one of the world’s largest advertisers’”aptly draws an
analogy between advertising and exercise in that both provide _____.
a. short-term benefits
b. irreversible benefits
c. long-term benefits
d. a learning environment
e. life to its participants
Which of the following statements is true regarding brand awareness?
a. Only consumer-oriented (B2C) firms must be concerned with building brand
awareness.
b. Most consumers are able to retrieve a brand name from memory without any
reminders.
c. There are two levels of brand awareness: primary and secondary.
d. Brand recall reflects a relatively superficial level of awareness, whereas brand
recognition indicates a deeper form of awareness.
e. Although building brand awareness is a necessary step toward brand equity
enhancement, it is insufficient.
Which of the following is a reason for the subsiding growth rate of catalog marketing?
a. novelty of catalog scanning has worn off
b. increasing costs
c. consumer dissatisfaction
d. There are two reasons: increasing cost and the novelty of catalog scanning has worn
off.
e. All of these are correct.
Which of the following is a feature of creative ads?
a. novelty
b. appropriateness
c. intensity
d. a and b only
e. a, b, and c
Which of the following is a form of advertising agency compensation?
a. commissions from media
b. labor-based fee system
c. outcome-based programs
d. a and b only
e. a, b, and c
Which of the following is NOT a factor accounting for the shift from consumer
advertising to promotion?
a. retailers have more power over manufacturers
b. reduced brand loyalty
c. reduced brand parity and price sensitivity
d. short-term orientation and corporate reward structures
e. consumer responsiveness
The best media for reaching the Healthy Hermits would be _____.
a. television
b. radio
c. outdoor advertising
d. telemarketing
e. direct mail
Several years ago a widely circulated report appeared in various media about the
weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking
a regular exercise regimen. The trade association responsible for promoting milk could
have taken advantage of this publicity by placing ads on various health-oriented
websites and linking the ads to media reports describing milk’s weight-loss benefits. If
they had done this they would have been using _____ advertising.
a. keyword-matching
b. generic
c. secondary-market
d. social-networking
e. content-targeted
Exposure occurs when _____.
a. consumers come in contact with the marketer’s message
b. consumers become aware of the message
c. consumers are impacted by the message
d. consumers store information in long-term memory
e. None of these are correct.
Why is it difficult to gain agreement on a suitable system for measuring marcom
performance?
a. People are uncooperative.
b. People in other disciplines do not understand marketing and marketing
communications
c. Individuals from different backgrounds and with varied organizational interests often
see the ‘world’ differently or operate with varying ideas of what best indicates suitable
performance.
d. There is so little difference among the measures that it is difficult for individuals
outside of marketing to understand them.
e. If it isn’t in terms of dollars, others in the organization don’t even want to look at it.
The marketing mix for a brand consists of _____.
a. product
b. price
c. promotion
d. place
e. All of these are correct.
Retailers are able to charge slotting allowances and get away with it because ____.
a. channel power has shifted toward retailers
b. manufactures are introducing thousands of new products each year and some are
trivial variants of existing brands
c. many manufacturers compete for limited retail shelf space
d. retailers use slotting allowances to augment thin retail margins
e. All of these are correct.
A positioning statement that motivates consumers to action but does not reflect a
competitive advantage for the brand _____.
a. is a winner
b. promotes competitors
c. is a loser
d. is ‘swimming up the river’
e. is effective
An example of _____ is the sticker on a Dell computer that says ‘Intel Inside.’
a. cross-branding
b. multi-branding
c. reference branding
d. ingredient branding
e. planned branding
When salespeople handle objections, it means they are addressing sales resistance on
the part of the prospective buyer.
More coupons are distributed in the United States than elsewhere.
An up-to-date database provides firms with a number of assets, including the ability to
calculate the lifetime value of a product.
An index of 175 for a given age group and a specific magazine means that this age
group represents this magazine’s readership by a magnitude of 1.75 times greater than
this age group’s proportionate population representation.
The National Association of Attorneys General has played an active role in the
regulation of marketing communications.
Tweens are usually classified as children between the ages of 8 and 12.