Lee Michaels is a national chain jewelry store found in many malls across the U.S.
Laurie went in to look at the watches, but she was unfamiliar with some of the brands.
The salesperson told her that they were all Swiss-made, meaning they were made in
Switzerland, which is known worldwide for the quality of the timepieces produced
there. From which source are these brands leveraging their brand meaning?
a. other brands
b. people
c. places
d. things
e. names
Consumers who take part in sales promotions receive utilitarian, or functional, benefits.
Which of the following is NOT a functional benefit?
a. achieving a need for stimulation
b. reducing search and decision costs
c. obtaining improved product quality
d. obtaining monetary savings
e. All of these are correct.
_____ adjust vehicle ratings to reflect just those individuals who match the advertiser’s
target audience.
a. Gross rating points (GRPs)
b. Target rating points (TRPs)
c. Efficiency rating points (ERPs)
d. Net rating points (NRPs)
e. Indexed rating points (IRPs)
All of the following are selling activities except _____.
a. working with others
b. designing the product
c. servicing the account
d. entertaining prospects
e. all of the following are selling activities
Which of the following is a hedonic benefit consumers obtain when taking advantage of
sales promotion offers?
a. obtaining monetary savings
b. reducing search and decision costs
c. obtaining improved product quality
d. accomplishing a sense of being a wise shopper
e. All of these are correct.
When a product has a relatively high share of market and the competitor has a high
share of voice, it is best to _____.
a. increase advertising expenditures
b. decrease advertising expenditures
c. cut prices
d. aggressively attack the competitor
e. increase prices
Which of the following is NOT a problem with television advertising?
a. escalating advertising costs
b. erosion of television viewing audiences
c. substantial audience fractionalization
d. clutter
e. inability to achieve impact
_____ may require less training for salespeople than the other forms of selling.
a. technical selling
b. trade selling
c. retail selling
d. inside selling
e. new-business selling
Which step in the package design process seeks to feature benefits that are most
important to consumers?
a. determine communication priorities
b. conduct a product category analysis
c. identify salient brand attributes
d. specify brand-positioning objectives
e. perform a competitive analysis
An example of usage expansion advertising is _____.
a. a soft drink manufacturer who is the first to introduce a five liter plastic bottle
b. a manufacturer of baking soda promoting a new use for the product
c. a retailer who doubles the promotional budget
d. a retailer that was only using newspaper advertising that is now expanding into radio
advertising
e. a gas station advertising that they are open 24 hours a day
An ad for Hanes brand of underwear says, ‘Wait ’til we get our Hanes on you!’ The
brand is positioned as being comfortable for the wearer, and the ad really stressed how
comfortable the brand feels against your skin. This brand’s positioning is best described
as appealing to consumers’ _____ needs.
a. functional
b. rational
c. emotional
d. symbolic
e. experiential
Which of the following parties can be involved in coupon misredemption?
a. consumers
b. store clerks
c. store management
d. clearinghouses
e. All of these are correct.
A clothing store that sets their advertising budget by following the major competitor
and adding an additional 15 percent is using the _____ method.
a. percentage-of-sales
b. arbitrary allocation
c. objective-and-task
d. competitive parity
e. affordability
_____ represents the degree to which an endorser matches an audience in terms of
characteristics pertinent to the endorsement relationship-age, gender, ethnicity, etc.
a. Expertise
b. Trustworthiness
c. Respect
d. Similarity
e. Liking
A very important advertising research service is the Next*TV method which was
created by _____.
a. Ipsos-ASI
b. Arbitron
c. Simmons Market Research Bureau
d. Market Facts
e. Bruzzone Research Company
Which of the following is a step in the hierarchy-of-effects model?
a. unawareness
b. expectations
c. trial
d. beliefs
e. All of these are correct.
_____ refers to two or more brands from the same company promoted in a single
promotional effort.
a. Intracompany tie-in
b. Intercompany tie-in
c. Intracompany overlay
d. Intercompany overlay
e. In-house promotion
A test commercial received an ComScore ARS’ Share of Choice score of 1.2. What does
this mean?
a. This commercial is likely to result in a 20 percent increase in market share.
b. This commercial is likely to result in market-share gains between 1 and 2 percent.
c. This commercial is probably incapable of driving market-share gains.
d. This commercial is probably incapable of catching consumers’ attention.
e. The score for this commercial is defined as elastic.
Which of the following describes podcasting?
a. television shows online
b. audio version of blogging
c. aggregated video files
d. itunes
e. None of these are correct.
Which of the following is NOT a step in the hierarchy-of-effects model?
a. brand loyalty
b. satisfaction
c. trial
d. unawareness
e. attitude
According to the hierarchy-of-effects model, the advertiser’s initial imperative is to
_____.
a. make people aware of the brand
b. make people like the advertisement
c. make people discuss the advertisement with others
d. encourage trial of the product
e. change beliefs of the brand
Users of Facebook spend more time on _____ than any other Facebook activity.
a. apps
b. tools
c. newsfeed
d. profiles
e. photos
Explain what ambush marketing is, and discuss the ethical implications of this practice.
Technical salespeople are sometimes called ‘sales engineers.’
Assume that the advertising agency you work for is interested in writing a policy
statement to describe the fundamental aspects of effective advertising. The statement
will eventually appear in a promotional brochure for prospects and customers. Your
assignment is to write the first draft of this statement.
The cost of network television advertising has increased five-fold in the past two
decades.
Poster panel billboards can be either 10-, 20-, or 30-sheet.