The traditional media and the Internet represent a disorderly state for individual
advertisers inasmuch as their attempts to capture the viewer’s or listener’s attention is
offset by the efforts of hundreds of other advertisers attempting to accomplish the same
goal. This is referred to as _____.
a. noise
b. fragmentation
c. wasted coverage
d. fractionalization
e. clutter
The two media that are most effective for reaching segmented audiences are ____.
a. radio and television
b. radio and magazine
c. radio and newspaper
d. newspaper and magazine
e. billboards and magazine
Marketers can enhance consumers’ motivation to attend to a message by _____.
a. increasing curiosity about the brand
b. repeating the ad on multiple occasions
c. employing verbal framing
d. appealing to hedonistic needs
e. using concretizations
Based on the attitude formation equation, , the n term refers to _____.
a. normative influence
b. normative beliefs
c. the number of normative beliefs
d. the number of outcomes or attributes considered
e. the number of brands considered
An insurance company’s advertisements that mention how they contribute to cancer
research would be using _____ advertising.
a. corporate issue
b. primary demand
c. corporate image
d. competitive
e. reminder
Which is the most expensive daypart for advertising on radio?
a. morning and afternoon drive
b. midday
c. evening
d. late night
e. fringe
Which of the following is a reason why POP materials go unused?
a. does not satisfy the retailer’s needs
b. takes up too much space for the amount of sales generated
c. not well-constructed
d. only serve to transfer sales from one brand to another but does not increase the
retailer’s overall sales and profit for the product category
e. All of these are correct.
Which term below refers to the altering of sales behaviors during a customer interaction
based on perceived information about the nature of the selling situation?
a. adaptive selling
b. SPIN selling
c. persuasive selling
d. aptitude selling
e. objective-and-task selling
Which of the following are sometimes used as an alternative to price-off deals when
price-off deals are either overused or resisted by the trade?
a. coupons
b. rebates
c. add-ons
d. premiums
e. bonus packs
The most common form of CRM arrangement involves a company contributing to a
designated cause every time the customer undertakes some action that supports the
company and its brands. The company’s contribution is, in other words, contingent on
the customer’s _____.
a. being aware of the brand
b. supporting a cause
c. gaining knowledge of the brand
d. performing a behavior
e. being generous
Advertising watchability emphasizes that an effective, impactful commercial must be
_____.
a. novel and informative
b. repeated many times
c. aired during appropriate programming
d. simple and humorous
e. involving and enjoyable
Which of the following is one of the fundamental objectives in media planning?
a. effectiveness
b. reach
c. budget
d. efficiency index
e. OTS
If Sun Cosmetics were to use both coupons and sweepstakes in promoting After-Sun
Aloe, it would be using a(n) _____ promotion.
a. overlay
b. intracompany tie-in
c. intercompany tie-in
d. cooperative
e. synergistic
Which of the following is an advertising function?
a. informing
b. influencing
c. reminding
d. adding value
e. All of these are correct.
Which of the following statements is FALSE regarding advertising research?
a. Measures of advertising effectiveness are standardized across the industry.
b. Message research is also called copy research or copytesting.
c. Ad message research can be conducted at various stages from message development
to after an ad appears in the media.
d. Advertising research is done under natural advertising conditions or laboratory
situations.
e. Advertising research involves both pretesting and posttesting of messages.
For brands holding larger market shares, the deal-elasticity coefficient generally is
_____ it is for smaller-share brands.
a. smaller than
b. larger than
c. the same as
d. twice than
e. four times than
Which type of consumer-oriented promotion is appropriate for reinforcing a brand’s
image while delivering an immediate reward?
a. sampling
b. scanner-delivered coupons
c. continuity programs
d. sweepstakes and contests
e. None of these are correct.
While shopping to purchase a new car, Anita narrows her alternatives to three cars. She
compares each attribute-by-attribute, and then finally chooses the one car that has, on
balance, the best overall mix of features. Her preferred car is inferior to the other cars
on a couple of attributes, but Anita allowed the car’s superior performance on the other
attributes to make up for its disadvantages. What type of heuristic did she use?
a. compensatory heuristic
b. dual-coding heuristic
c. affect-referral strategy
d. noncompensatory heuristic
e. lexicographic model
The simultaneous promotion of multiple brands in a single promotional effort is called
a(n) _____.
a. promotion mix
b. tie-in
c. cooperative program
d. integrated program
e. overlay
_____ are the starting points for all consumer promotions decisions.
a. Budget considerations and consumer research
b. Message and media choices
c. Product or service features
d. Price and distribution strategies
e. Target marketing and brand positioning
Marketing public relations messages come across not as advertisements but as unbiased
reports from journalists.
Habituation occurs when a stimulus becomes more familiar to people.
Television commercials for low-involvement products are particularly susceptible to
clutter effects.
In the classification of consumer-oriented sales promotions (Table 19.1) the cell that
represents ‘Immediate Reward’ and ‘Reinforcing Brand Image’ (cell 5) is empty. Explain
why this is the case.
Motivation, opportunity, and attitude determine each person’s elaboration likelihood for
a particular message.
Noise may occur during the encoding of a message.
One advantage of purchasing advertising services a la carte from specialized agencies
is potential cost efficiencies.
Banner ads are the least common form of Internet advertising.