The first step of the package design process is to _____.
a. determine communication priorities
b. conduct a product category analysis
c. specify brand-positioning objectives
d. perform a competitive analysis
e. identify salient brand attributes/benefits
Which of the following is a VALSâ„¢ segment?
a. Innovators
b. Up & Comers
c. Realists
d. Individualists
e. New Traditionalists
Typical-person endorsements are more effective when _____.
a. the commercial is longer
b. more than one person is portrayed
c. older people are portrayed
d. the commercial is aired during the news
e. there is humor in the advertisements
Assume that John, a highly credible music critic, gives a rave review of a new album by
the Corrs and that consumers form a positive attitude toward the album. In this instance,
attitude is formed through the psychological process of _____.
a. compliance
b. conditional
c. identification
d. subconscious
e. internalization
The Yellow Submarine is a submarine sandwich shop that specializes in take-out orders.
The sub shop advertises on radio stations close to meal times. Radio listeners may not
willfully attend to the Yellow Submarine’s advertising; however, if listeners are hungry
and notice that food advertisement is on, they may then consciously listen to see if the
restaurant is within driving distance. This is best described as an example of _____.
a. spontaneous attention
b. involuntary attention
c. relevant attention
d. voluntary attention
e. feedback
Creating and increasing brand loyalty results in a corresponding increase in the value of
the _____.
a. firm
b. target market
c. product position
d. market share
e. trustmark
Identify three advantages and three disadvantages of social media.
Media planning involves coordination of three levels of strategy formulations:
a. marketing strategy, advertising strategy, and message strategy.
b. marketing strategy, advertising strategy, and media strategy.
c. promotion strategy, advertising strategy, and message strategy.
d. promotion strategy, placement strategy, and media strategy.
e. marketing strategy, placement strategy, and media strategy.
All of the following except _____ can be thought of as a social media platform.
a. Foursquare
b. Hulu
c. MySpace
d. YouTube
e. Vimeo
Because individuals have little voluntary control over the autonomic nervous system,
advertising researchers use changes in _____ to indicate the actual, unbiased amount of
arousal resulting from advertisements.
a. physiological functions
b. emotional functions
c. psychological functions
d. ideological functions
e. peripheral functions
The judges on the reality TV show American Idol drink out of large Coca-Cola cups
during the show. This is an example of _____.
a. product placement
b. sponsorship
c. an infomercial
d. sales promotion
e. slice-of-life advertising
_____ indicate(s) the total coverage, or duplicated audience, exposed to a particular
advertising schedule.
a. Rating
b. Reach
c. Frequency
d. Gross rating points (GRPs)
e. Net coverage
Lance Armstrong, an American who won seven straight Tour de France bicycling
events, appeared in a television advertisement endorsing Trek bicycles claiming they
are the best money can buy. Lance’s ability to favorably influence the audience’s
perceptions of Trek bicycles is likely due to his _____ as it relates to this product.
a. expertise
b. power
c. attractiveness
d. sex appeal
e. familiarity
On Wednesday night, Laura viewed with much interest a TV commercial for a new,
no-fat brand of snack food. She went to the store on Thursday but couldn’t remember
the brand name of the no-fat snack food. However, at home Thursday night while
watching television, Laura finally remembered the brand name of the snack food. This
situation demonstrates the working of the _____.
a. decoding incompleteness hypothesis
b. fallibility of memory hypothesis
c. recoding of thought principle
d. encoding specificity principle
e. conspicuity principle
Which of the following is a problem with magazine audience measurement?
a. small sample sizes
b. sample composition may be unrepresentative of audience readership
c. respondent fatigue and potentially faulty responses
d. cost
e. All of these are correct, except for cost.
If a coupon for Coca-Cola appears on a package of Cheerios (General Mills product), it
is referred to as _____.
a. keystoning
b. curling
c. pampering
d. crossruffing
e. stroking
If an advertising manager can’t _____, she can’t control and, therefore, can’t influence.
a. communicate
b. measure
c. be creative
d. strategize
e. be objective
Which of the following is a basic function performed by full-service advertising
agencies?
a. creative services
b. media services
c. research services
d. account management
e. All of these are correct.
The first step of the objective-and-task method is _____.
a. assessing the communications functions
b. establishing specific marketing objectives that need to be accomplished
c. determining advertising’s role in the total communication mix
d. establishing specific advertising goals in terms of the levels of measurable
communication response required to achieve marketing objectives
e. establish the budget based on estimates of expenditures required to accomplish the
advertising goals
The effective component of attitudes focuses on _____.
a. feelings and evaluations
b. beliefs
c. knowledge
d. behavioral tendencies
e. information
_____ entail a reduction in a brand’s regular price and are clearly labeled as such on the
package.
a. Bonus packs
b. Price-off promotions
c. Premiums
d. Rebates
e. Coupons
Which of the following measures magazine readership?
a. Arbitron
b. Nielsen Media Research
c. Bruzzone Research Company
d. GfK Mediamark Research Inc.
e. National Advertising Bureau
Consider the attitude formation equation, . According to the theory of
reason action (TORA), if all outcomes were equally important to consumers in a
particular situation, what term could be removed without any loss in explanation?
a. ABj
b. bij
c. ei
d. n
e. None of the terms could be removed.
The XYZ chain of grocery stores purchases enough products on one deal to carry them
over until the manufacturer’s next regularly scheduled deal. This practice is known as
_____.
a. co-marketing
b. slotting
c. diverting
d. cooperative purchasing
e. forward buying
The _____ signifies recycled paperboard content.
a. semicircle of 10 small arrows
b. Blue Angel
c. Green Seal
d. triangle of three arrows
e. rectangle of four arrows
From a database perspective, each present or prospective customer is viewed as not just
an address but rather as a long-term asset.
Measuring advertising effectiveness often requires that baseline measures be taken
before an advertising campaign begins and then afterward to determine whether the
objective was achieved.
The average user on Facebook has 1,030 friends.
The traditional view states that marcom objectives should be stated in terms of sales
and market share.
The sender and receiver do not both have to be active participants in the same
communicative relationship in order for thought to be shared.