Marketing communicators can most effectively gain the consumers’ attention by
creating messages that truly appeal to their needs for _____.
a. product-relevant information
b. positioning-relevant information
c. demographic-relevant information
d. promotion-relevant information
e. attention
Gwen works at a consumer-goods manufacturer and deals with the tactical, day-to-day
activities that must be performed to carry out an advertising campaign. Gwen is
involved in _____.
a. formulating advertising strategy
b. implementing advertising strategy
c. account management
d. marketing management
e. formulating marketing strategy
Which of the following is a type of Internet marketing unit (IMU) endorsed by the
Internet Advertising Bureau (IAB)?
a. full banner
b. skyscraper
c. rectangle
d. square pop-up
e. All of these are correct.
The manager of the Fifth String, a music shop, notices that young male customers often
loiter in front of sexy posters of female vocalists. What role does sex appeal play in this
instance?
a. enhances recall
b. attracts and holds attention
c. elicits emotional identification
d. acts as subliminal cue
e. encourages larger purchases
The most meaningful basis for segmenting target audiences is _____ data.
a. demographic
b. geographic
c. lifestyle/psychographic
d. product usage
e. geodemographic
Michelle is the vice-president of marketing for a cosmetics company. If she wants the
package for a new brand of after shave to evoke feelings of strength and confidence,
she should include _____.
a. pictures of birds
b. triangles
c. horizontal lines
d. vertical lines
e. slanted lines
A problem with in- or on-package sampling is that it _____.
a. does not reach the best potential customers
b. is more expensive than other sampling methods
c. excludes consumers who do not buy the carrying brand
d. is not liked by most retailers
e. has the lowest retrial rate
In order to encourage retailers to use POP materials, manufacturers must design these
materials to satisfy which of the following requirements? They are _____.
a. attractive, convenient, and useful for consumers
b. the right size and format
c. user friendly
d. sent to stores when they are needed
e. All of these are correct.
Bonnie needs information for local radio ratings. She would be able to get this
information from _____.
a. Statistical Research, Inc.
b. Bruzzone Research Company
c. Nielsen Media Research
d. Arbitron
e. Experian Simmons
The Internet is quickly becoming the main element of IMC programs and receives the
majority of an advertiser’s media budget, basically replacing conventional media.
Harriett purchased a very expensive watch. The _____ of wearing the watch is the
status that Harriett is seeking.
a. attributes
b. power
c. specifics
d. values
e. consequences
One way relationships between brands and customers are nurtured is by creating brand
experiences that make positive and lasting impressions. This is done by creating special
events or developing exciting venues that attempt to _____.
a. appeal to consumers’ demographic characteristics
b. reposition products or services by connecting with consumers’ functional needs
c. generate increased sales to current customers
d. develop new target markets
e. build the sensation that the brand is relevant to the consumer’s lifestyle
Which of the following is NOT a major demographic aspect that has considerable
relevance for marcom practitioners?
a. geographic distribution of consumers
b. age structure of the population
c. changing household composition
d. ethnic population developments
e. All of these are major demographic aspects.
Which PRIZMNE cluster represents a stereotypical American household of previous
generations?
a. Bohemian Mix
b. White Picket Fences
c. Suburban Pioneers
d. Up & Comers
e. Traditionalists
All of the following are approach techniques used to gain the prospect’s attention and
interest except _____.
a. using a present customer’s name as a reference
b. asking whether the prospect’s business is growing or declining
c. giving the prospect a small gift
d. offering a sample product
e. offering a benefit of interest to the prospect
Which of the following terms is interchangeable with reach?
a. 1+
b. gross coverage
c. unduplicated audience
d. 3+
e. target audience
In Pavlov’s experiment, the bell was the _____.
a. conditioned stimulus
b. unconditioned stimulus
c. conditioned response
d. unconditioned response
e. None of these are correct.
Which of the following is NOT a consideration that influences the choice of radio
vehicle when buying radio time?
a. FCC approval
b. station format
c. choice of geographic areas to cover
d. choice of daypart
e. All of these are considerations.
Which of the following is a group into which Generation-Xers have been placed based
on their attitudinal profiles?
a. Yup & Comers
b. Bystanders
c. Drifters
d. Playboys
e. All of these are correct.
Yellow pages, video games, and brand placement are examples of _____.
a. direct advertising
b. indirect advertising
c. niche advertising
d. electronic advertising
e. stealth advertising
What changes have taken place with respect to accounting rules related to sales
promotions and why are they significant?
Persuasion is an effort by a marketing communicator to influence the consumer’s
attitude and behavior in a manner that benefits the communicator.
The problem with keyword-matching advertising is that advertisers cannot specify the
country where ads are to be sponsored and particular local areas to where ads are to be
targeted.
The Bruzzone Research Company provides advertisers with a test of consumer
recognition of radio advertisements.
The higher up the hierarchy of effects that the advertising is meant to move the
consumer, the fewer the number of exposures needed to achieve minimal effectiveness.
The NAB offers a variety of services that assist both newspapers and national
advertisers by simplifying the task of buying newspaper space and by offering discounts
that make newspapers a more attractive medium.
A good positioning statement should satisfy two requirements: (1) reflect a brand’s
competitive advantage, and (2) determine product placement.
Respect is the foundation of Japanese selling.
Marcom objectives are goals that the various marcom elements aspire to individually or
collectively achieve during a specific period of time.