Which of the following is most closely associated with the B2C2C concept?
A) crowdsourcing
B) customer referral
C) implied third-party endorsement
D) push marketing
E) opt-in mobile marketing
________ advertising focuses on establishing a corporate identity or winning the public
over to the organization’s point of view.
A) Brand
B) National
C) Public service
D) Institutional
E) Business-to-business
It is most accurate to say that an ad that means something to the target audience is
________.
A) relevant
B) original
C) creative
D) divergent
E) unexpected
Burger King’s “Subservient Chicken” was one of the first ________.
A) social games
B) viral hits
C) brand communities
D) fake sites
E) branded apps
________ refers to how consumers search for and respond to information, learn, and
understand something.
A) Cognition
B) Affect
C) Perception
D) Behavior
E) Persuasion
While many advertisers use celebrity endorsements, Dove’s “Real Beauty” campaign
used “real” women of different shapes and sizes as a(n) ________, enforcing the idea
that women who do not subscribe to unrealistic beauty standards established by
conventional supermodels can set fashion and appearance standards.
A) reference group
B) social class
C) ethnic group
D) subculture
E) family segment
Several companies, such as AT&T, General Foods, and Colgate-Palmolive, have their
own codes of behavior and criteria that determine whether advertisements are
acceptable. Which type of self-regulation is this?
A) industry self-regulation
B) self-discipline
C) self-regulation by public groups
D) personal ethics
E) social ethics
Which of the following is NOT a component of the behavioral response in the Facets
Model of Effects?
A) mental rehearsal
B) resonance
C) contacting
D) prevention
E) buying
Brand ________ often comes from being the first brand in the market.
A) leadership
B) personality
C) promise
D) association
E) cognition
In traditional media, the synergistic effect of cross-media integration is referred to as
________.
A) image transfer
B) strategic consistency
C) brand essence
D) multiplatform marketing
E) standardization