When a salesperson disputes an objection and offers solid reasons for the dispute, the
salesperson is in the _____ phase of personal selling.
a. close
b. approach
c. handling objections
d. prospecting
e. preapproach
The types of associations that come to the consumer’s mind when contemplating a
particular brand is known as _____.
a. brand image
b. brand equity
c. brand awareness
d. brand cognitions
e. brand parity
_____ addresses the matter of whether an advertisement reflects empathy with the
target audience’s basic needs and wants as they relate to making a brand-choice decision
in a particular product category.
a. Appropriateness
b. Novelty
c. Stickiness
d. Concreteness
e. Connectedness
The medium that is best able to use humor as an advertising strategy is _____.
a. the Internet
b. radio
c. magazines
d. newspaper
e. television
Fraud on social media sites includes instances of hacking resulting in _____.
a. censorship
b. privacy
c. malware
d. lost productivity
e. viral comments
Alan Manufacturing Company rewards retailers for selling increased quantities of their
brands to shoppers. This reward is called _____.
a. push money
b. pay-for-performance
c. slotting allowances
d. account-specific marketing
e. bill-back allowances
In the Consumer Buying Habits Study, the summation of generally planned, substitute,
and unplanned purchases constitutes the _____.
a. externally-motivated purchase rate
b. internally-motivated purchase rate
c. impulse purchase rate
d. in-store influence rate
e. in-store decision rate
What is the value of podcasting for advertisers?
a. targeted messages based on lifestyle characteristics
b. high CPM costs
c. high reach
d. coverage
e. search engine optimization
There are two viewpoints about how advertising works. The one that states advertising
is important because it teaches consumers about brands and encourages trial purchases
leading to the prospect of repeat buying is called the _____ model.
a. weak
b. hierarchy-of-effects
c. peripheral cues
d. heretical
e. strong
Molly is an advertiser who is assisting one of her clients. The client is concerned with
the how advertising budget should be allocated over time. The client is concerned with
the _____ fundamental objective to media planning.
a. reach
b. frequency
c. weight
d. continuity
e. cost
Fundamental to the concept and practice of positioning is the idea of _____.
a. meaning
b. target marketing
c. signs
d. symbols
e. referents
Advertising on social networks and other online venues is often identified by the word
_____.
a. promoted
b. advertorial
c. advertisement
d. news
e. None of these are correct.
To increase sales of Mountain Pure bottled water, the company is considering using a
price-off offer. Which of the following would NOT represent a reasonable objective for
using this form of sales promotion?
a. The company wants to reward present users for their past brand allegiance.
b. The company wants to load consumers.
c. The company wants to establish repeat purchase.
d. The company wants to ensure that promotional dollars do in fact reach consumers.
e. None of these are correct.
The effect of marcom, or of its specific elements such as advertising, can be gauged in
terms of whether it generates a reasonable _____.
a. return on marketing investment (ROMI)
b. return on customer investment (ROCI)
c. return on equity investment (ROEI)
d. return on brand investment (ROBI)
e. return on sales investment (ROSI)
All of the following forms of social media are included in multimedia and
entertainment options except _____.
a. social games
b. virtual worlds
c. MMO games
d. wikis
e. livecast
Information Resources, Inc. is known for _____.
a. theater testing of new commercials
b. measuring cost per thousand of magazine advertising
c. measuring effectiveness of radio advertising
d. BehaviorScan
e. developing the galvanometer
The amount paid to the consumer when he or she redeems the coupon at a retail
checkout along with a purchase of the brand for which the coupon is offered is known
as the _____.
a. value proposition
b. redemption rate
c. face value
d. discount rate
e. redemption cost
An innovation’s degree of perceived difficulty is referred to as _____.
a. compatibility
b. relative advantage
c. complexity
d. trialability
e. observability
Sales promotion cannot _____.
a. reduce the introduction of new products to the trade
b. neutralize competitive advertising and sales promotions
c. hold current users by encouraging repeat purchases
d. increase product usage by loading consumers
e. permanently stop an established brand’s declining sales trend
Which of the following is an effort by manufacturers to rectify trade allowance
problems?
a. efficient consumer response (ECR)
b. category management
c. every day low pricing (EDLP(M))
d. account-specific marketing
e. All of these are correct.
Maria is asked by a market researcher to list all the brands of toothpaste she can think
of. Which type of awareness is this assessing?
a. recall
b. recognition
c. positive awareness
d. free-association awareness
e. aided recognition
Nathan is determining next year’s advertising budget by establishing specific marketing
objectives, assessing the communication functions that must be performed to
accomplish those objectives, determining advertising’s role in the total communication
mix, establishing specific advertising goals in terms of the levels of measurable
communication response required to achieve the marketing objectives, and establishing
the budget based on estimates of expenditures required to accomplish the advertising
goals. Which advertising budgeting method is Nathan using?
a. percentage-of-sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. comparative method
What are the two main dimensions of the VALSâ„¢ framework?
a. individuals’ demographic characteristics and geographic location
b. individuals’ resources and need for achievement
c. individuals’ primary motivations and resources
d. individuals’ religious convictions and status orientation
e. individuals’ behavioral characteristics and resources
Approximately _____ percent of Hispanic Americans speak only or mostly Spanish at
home.
a. 20
b. 30
c. 40
d. 50
e. 60
_____ is the process of creating ad messages, selecting media in which to place the ads,
and measuring the effects of the advertising efforts.
a. Marketing management
b. Advertising management
c. Marcom management
d. Promotion management
e. Advertising
According to the shelf-space model, the consumers’ second exposure to an
advertisement for a brand is the most powerful.
A brand can leverage associations by connecting itself with other brands, places, things,
and people.
Management supervisors in a full-service agency are involved in tactical decision
making and day-to-day contact with brand managers and other client personnel.
The demand for accountability that is prevalent throughout business necessitates that
ads be tested before they are placed in media and then again during or after the period
in which they have been printed or broadcast.
When a company that has a relatively low market share has a major competitor with a
relatively high share of voice, the recommendation would be to increase advertising
expenditures and find a niche that can be defended against other small-share brands.