Combining direct-mail lists is known as ________.
A) purging
B) merging
C) mining
D) sourcing
E) converting
In which of the following marketing communication patterns does word-of-mouth play
the most important role?
A) business to business
B) business to business to consumer
C) business to consumer
D) consumer to business
E) business to consumer to consumer
If a company wants to increase the percent of people exposed to its message during its
media campaign, then the company is most likely trying to increase its ________.
A) frequency
B) target
C) reach
D) objectives
E) aperture
Which of the following is NOT a variable that would be considered part of the offer in
direct marketing?
A) media strategy
B) price
C) cost of shipping and handling
D) guarantees and warranties
E) future obligations
More companies are adopting the concept of ________, which is the practice of
unifying all brand communication messages and tools as well as the messages from the
marketing mix decisions.
A) integrated marketing communications
B) integrated personal selling
C) integrated competitive methods
D) nonpersonal communication channels
E) buzz marketing
George just finished writing the copy for a pamphlet detailing the healthy food options
at a chain of fast food restaurants. The pamphlet will be available at the counter of each
restaurant, giving customers the opportunity to find out more about the health value of
different meal combinations before they order. George has written ________.
A) underline material
B) taglines
C) collateral material
D) slogans
E) overline material
Newman’s Own is a brand of salad dressing. In 2004, low-carbohydrate dieting became
the craze among consumers, with millions attempting to follow a low-carb lifestyle. In
print advertising, Newman’s Own featured the fact that several of its dressings are low
in carbohydrates. In terms of a SWOT analysis, the low-carb diet trend among
consumers represents a(n) ________.
A) objective
B) weakness
C) opportunity
D) threat
E) trend
The primary purpose of a(n) ________ is to identify the physical location of a store.
A) shelf talker
B) on-premise sign
C) electronic wall
D) kiosk
E) environmental design
In Maslow’s Hierarchy of Needs, ________ needs include water, sleep, and food.
A) self-actualization
B) ego
C) belongingness
D) safety
E) physiological
A(n) ________ is a perception, often imbued with emotion, which results from
experiences with and information about a company or a line of products.
A) advertisement
B) brand
C) tagline
D) logo
E) trademark
An advertisement that suggests everyone is using a certain brand is using a ________
appeal.
A) rational
B) buzz
C) word-of-mouth
D) bandwagon
E) referral
________ evaluates the relative power of various creative ideas, while ________
provides information on media selection.
A) Competitive analysis; content analysis
B) Semiotic analysis; content analysis
C) Concept testing; media research
D) Competitive testing; copy testing
E) Copy testing; semiotic analysis
The SMCR communication model begins with the ________.
A) source
B) receiver
C) message
D) channel
E) target audience
Commercials set to music are known as ________.
A) musicals
B) lyricals
C) jingles
D) dual-coded
E) PSAs