Singles _____.
a. watch more prime-time television than the national average
b. watch less late-night television than the national average
c. watch less cable television than the general population
d. read more magazines than the general population
e. are more difficult to reach via any medium compared to married consumers
Joan works at a major advertising agency and uses the code of ethical standards
promulgated by the American Association of Advertising Agencies to guide her in
making ethical decisions when developing ads for her agency’s clients. What test is she
applying to guide her behavior?
a. Golden Rule test
b. professional ethics test
c. TV test
d. peer test
e. generally-accepted practices test
The _____ holds that pictures are represented in memory in verbal as well as visual
form, whereas words are less likely to have visual representations.
a. consumer processing model
b. hedonic experiential model
c. dual-coding theory
d. attribution theory
e. None of these are correct.
Which of the following statements is true regarding advertising’s manipulative power?
a. Bad consumption decisions are proof of advertising’s manipulative power over
consumers.
b. The only way marketing communications can actually influence consumers is
through overt, non-subtle ways.
c. A primed goal state generated by advertising remains an active driver of judgments
and behavior over the long run.
d. Advertising practitioners do not have any ability to influence consumers in very
subtle ways.
e. People, when consciously aware that attempts are being made to persuade or
influence them, have the cognitive capacity to resist efforts to motive them in a
direction they wish not to be moved.
Although the instant coupon is a minor form of couponing, it has emerged in recent
years as an alternative to _____.
a. price-off deals
b. sampling
c. freestanding inserts
d. premiums
e. contests
Today, consumers are not only passive receivers of marcom messages, but are often
active participants in the marcom process due to _____.
a. economic advances
b. technological developments
c. increases in the use of sales promotion
d. changes in demographics
e. expansion of advertising agency services
Bonus packs provide consumers with a(n) _____ reward and, for manufacturers,
primarily serve a _____ objective.
a. immediate; repeat purchase
b. immediate; generating trial
c. immediate, reinforcing brand image
d. delayed; repeat purchase
e. delayed; generating trial
An advertisement that is designed to encourage you to buy Nike shoes is attempting to
stimulate _____ demand.
a. inelastic
b. elastic
c. secondary
d. primary
e. joint
A product release may address _____.
a. forecasts of future sales
b. views on the economy
c. comments on environmental issues
d. how additional information can be obtained
e. statements about industry developments and trends
Which VALSâ„¢ group has the lowest income?
a. Thinkers
b. Strivers
c. Experiencers
d. Makers
e. Survivors
Which of the following is an advantage of in- and on-pack coupons?
a. increased trade interest due to the nature of the offer
b. immediate value to consumers
c. can reach nonusers of the brand
d. virtually no distribution costs
e. low bounce-back value
One regional discount apparel chain ran a promotion in which paper shopping bags
were mailed out to shoppers-paper bags of the sort that one sees in grocery stores. The
bags were printed with statements such as, ‘20% off everything you can stuff in this
bag.’ The deal was offered on a one-day-only basis and then repeated again at different
times throughout the year. This is an example of a retailer _____.
a. special price deal
b. sample
c. premium
d. frequent-shopper program
e. coupon
Manufacturers estimate that retailers pass through to consumers _____ of the trade
funds that they provide to retailers.
a. all
b. most
c. half
d. less than 25 percent
e. none
One reason why it is essential that objectives be established prior to making marcom
implementation decisions is that objectives provide _____ against which results can be
measured.
a. management consensus
b. guidelines
c. standards
d. effects
e. a hierarchy
Only a small amount of couponing occurs in France because ____.
a. the government limits the face value of coupons to 1 percent of the product’s value
b. the few chains that control the retail grocery market generally oppose couponing
c. the people are generally opposed to the idea of couponing
d. everyday low pricing is very widespread
e. prices are already reduced due to fierce competition
Painted bulletins are generally purchased on a monthly basis.
The practice of crossruffing occurs when a coupon for one brand is promoted by
another brand.
Consumer satisfaction is the major determinant of repeat purchasing.
Elaboration involves the matter of whether it is physically possible for a person to
process a message.
A technique called promotion-mix modeling is increasingly being used to determine the
relative effect each marcom program element has on sales volume compared to the
effects of other elements.
Research on the ‘look’ of Web pages suggests that complex Web pages are better liked
than those with relatively simple backgrounds.
Many advertising campaigns use radio as a supplement to other media rather than as a
stand-alone medium.
Nielsen is an advertising research company that helped develop the ScanTrack
single-source system.