A consumer’s brand ________ is motivated by conviction.
A) position
B) image
C) personality
D) preference
E) credibility
All of the variables that are intended to satisfy the needs of the consumer are considered
part of the ________ in direct marketing.
A) message
B) media
C) fulfillment
D) offer
E) response
Bob and Larry have taken their fly fishing equipment and accessory business,
Flies-R-Us, to the Internet because they wanted to expand their business. However, they
don’t have much money to use conventional media to drive traffic to their site.
Bob and Larry want to reach out to customers who have made at least one purchase to
encourage additional purchases and to strengthen the brand relationship. They would
like to offer discounts to their best customers. Which of the following would be the
most efficient and cost-effective way for Bob and Larry to reach this target population?
A) kiosks
B) electronic walls
C) email
D) corporate website
E) tech support
A(n) ________ brand is available in a number of different countries in various parts of
the world.
A) parity
B) local
C) regional
D) extension
E) international
Which of the following is NOT typically a responsibility of an account planner?
A) understanding the meaning of the brand
B) articulating communication strategies
C) evaluating the effectiveness of the communication in terms of how the target reacts
to it
D) preparing creative briefs based on an understanding of the consumer and the brand
E) deciding the pricing strategy of the brand
Apple ran ads featuring real people who had switched from Microsoft Windows-based
PCs to Macs. These ads most likely used a ________ strategy.
A) testimonial
B) lifestyle
C) slice-of-life
D) promise
E) demonstration
Which of the following is another name for the first paragraph of the body copy?
A) tagline
B) lead
C) underline
D) overline
E) headline
Sales manuals, training programs, and supportive materials are all examples of
________ promotions.
A) retailer
B) partner
C) sales force
D) trade
E) channel
Which of the following represents the correct order of the television postproduction
output?
A) dailies, rushes, rough cut, interlock, release print
B) interlock, rough cut, answer print, release print
C) rough cut, interlock, release print, duplicate print
D) rough cut, interlock, answer print, release print
E) interlock, dubbed print, answer print
The materials and ingredients used in producing the product are obtained from other
companies that are referred to as the producer’s ________.
A) marketers
B) suppliers or vendors
C) distributors or retailers
D) agencies
E) exchangers
In which print medium can ads be more informative and carry longer copy?
A) newspapers
B) magazines
C) directories
D) posters
E) outdoor advertising
Point-of-view messages are called ________.
A) corporate identity advertising
B) advocacy advertising
C) image advertising
D) house advertising
E) cause marketing
In which type of telemarketing is the call initiated by the customer?
A) opt-in
B) opt-out
C) external
D) inbound
E) outbound
Harpo Enterprises maintains OWN (the Oprah Winfrey Network), a website, and O
magazine. Because Harpo Enterprises practices integrated marketing communications,
these different brand contacts all maintain ________ in design and tone.
A) variety
B) feedback
C) consistency
D) creativity
E) convenience
Previously recorded images-either video, still slides, or moving film-are known as
________.
A) morphs
B) stock footage
C) tip-ins
D) photostats
E) clip art
Most brands use a variety of targeted media vehicles known as a ________.
A) media mix
B) media strategy
C) heavy-up schedule
D) continuous strategy
E) flighting strategy
The complex network of vendors that produce components and ingredients which are
then sold to the manufacturer is known as the ________.
A) network chain
B) channel of distribution
C) supply chain
D) ingredient chain
E) distribution chain