Which of the following is a tangible feature of a brand?
A) a person’s feelings about the brand
B) a person’s experience with the brand
C) the product’s performance
D) the product’s perceived value
E) the brand’s image
Communication efforts aimed at informing employees about marketing programs and
encouraging their support are known as ________.
A) media relations
B) public affairs
C) cause marketing
D) employee marketing
E) internal marketing
Under U.S. law, businesses can seek damages from a competitor who misrepresents the
nature, characteristics, qualities, or geographic origin of the company’s product in
________.
A) puffery
B) mission advertising
C) demand creation
D) comparative advertising
E) claim advertising
With the current trend toward using other forms of marketing communication in
addition to advertising, buyers often demand additional promotional support; these
activities are sometimes called ________.
A) add-ons
B) make-goods
C) value-added media services
D) preferred placements
E) incentives
In a practice that is sometimes referred to as ________, trade promotions are directed at
distribution channel members.
A) value-added marketing
B) payout planning
C) channel marketing
D) partner relationship management
E) customer relationship management
A sense of belonging, excitement, fun and enjoyment, warm relationships,
self-fulfillment, respect from others, a sense of accomplishment, security, self-respect,
and thrift are all examples of ________.
A) norms
B) culture
C) core values
D) behaviors
E) attitudes
Which of the following is NOT a reason an advertising agency might hire an outside
supplier?
A) Only suppliers are able to produce commercials.
B) The agency lacks expertise in that area.
C) The agency may be overloaded.
D) The agency may want a fresh perspective.
E) Suppliers provide specialized services.
In which type of campaign does the message unfold over time?
A) endorser
B) lecture
C) slice-of-life
D) teaser
E) slogan
Promotions with a coupon have the built-in evaluation measure of ________.
A) redemption rate
B) recognition
C) recall
D) trial
E) repeat purchase
________ refers to the use of a brand name of a component in another product’s
advertising and promotion.
A) Co-branding
B) Ingredient branding
C) Inside branding
D) Brand licensing
E) Integrated branding
Rush Limbaugh is a conservative talk show host who is heard on hundreds of radio
stations around the country. Advertisers such as Select Comfort beds advertise on his
program because of the high level of loyalty of his audience. Local radio stations
purchase the rights to air his program on their stations. National advertisers can
purchase advertising time from the program provider or the local station, and local
businesses usually purchase advertising during this show from the local station. What
type of radio advertising does this represent?
A) network radio advertising
B) spot radio advertising
C) syndicated radio advertising
D) news radio advertising
E) up-front radio advertising