Short-term memory is also known as _____ memory.
a. relevant
b. working
c. perceptual
d. cognitive
e. referral
Which of the following is true regarding the value the investment community places on
celebrity endorsers?
a. Stock prices can increase when a company announces celebrity-endorsement
contracts.
b. Stock prices can decrease when negative publicity reaches the media about a
celebrity who endorses one of the company’s brands
c. The investment community does not consider the use of a celebrity endorser when
determining stock price.
d. a and b only
e. a, b, and c
Because no off-invoice allowances are offered when a manufacturer uses everyday low
pricing, EDLP(M), retailers _____.
a. make profits from selling merchandise, rather than from buying it.
b. retain the power in the channel
c. have incentives to engage in forward buying
d. have incentives to engage in diverting
e. demand higher slotting allowances
The top service providers for bloggers include all of the following except _____.
a. WordPress
b. Blogger
c. LiveJournal
d. Tumblr
e. Drupal
A(n) _____ is a specimen or model of a particular concept or idea.
a. frame
b. exemplar
c. symbol
d. sign
e. reference
The criteria used to evaluate whether a business act is unfair involves the consideration
of whether the act _____.
a. causes substantial injury to consumers, competitors, or other businesses
b. offends public policy as it has been established by statutes
c. is immoral, unethical, oppressive, or unscrupulous
d. a and b only
e. a, b, and c
Promotional and advertising activity that a manufacturer customizes to specific retail
accounts is known as _____.
a. account-specific marketing
b. forwarding
c. diverting
d. cooperative advertising
e. vendor support programs
A firm’s sales volume is obtained by which of the following equations?
a. Revenue ‘“ Expenses
b. Marginal Profit ‘“ Marginal Costs
c. Price Production Units
d. Trial + Repeat
e. Marginal Revenue Production Units
Maria is asked by a market researcher to tell him the particular thoughts and feelings
she has about Starbuck’s coffee. A particular thought or feeling that comes to Maria’s
mind is known as a(n) _____.
a. brand dimension
b. cognition
c. brand link
d. association
e. think-feel linkage
The practice of marketers in one country using brand names for their products that are
virtually the same as the names of established brands from another country is known as
_____.
a. piracy
b. trade dress violation
c. private label branding
d. ambush marketing
e. guerilla branding
One research study found that cataloging is highly effective because _____.
a. sales to catalog recipients are over 150 percent greater on average compared to
consumers not receiving a catalog
b. catalog recipients buy more items on average and spend more money than do
non-recipients
c. more than two-thirds of catalog recipients visit the catalog company’s website
d. a and b only
e. a, b, and c
The National Advertising Bureau _____.
a. assists newspapers and national advertisers by simplifying the task of buying
newspaper space
b. regulates newspaper advertisements
c. measures the effectiveness of newspaper advertising
d. is a branch of the Federal Trade Commission
e. measures magazine readership
Though not shown in the Brand Adoption Process Model, _____ (a form of free
advertising) also plays a significant role in facilitating brand awareness.
a. public relations
b. sales promotion
c. personal selling
d. word-of-mouth
e. on-line advertising
Which of the following forms of promotion refers to person-to-person communication
in which a salesperson works with prospective buyers in attempting to determine their
purchase needs and match those with her company’s products?
a. advertising
b. sales promotion
c. personal selling
d. public relations
e. paid media
Related to the brand name is a graphic design element called a brand _____.
a. symbol
b. trademark
c. logo
d. image
e. visual
According to the Social Media Landscape, which activity is prevalent in social media?
a. publishing
b. sharing
c. networking
d. localization
e. All of these are correct.
LinkedIn can be classified as a _____ tool.
a. communication
b. collaboration
c. entertainment
d. multimedia
e. All of these are correct.
Since there are no promotion agencies per se, advertising agencies work with brand
managers in formulating promotion strategies and implementing tactical programs.
Brand names can influence consumers’ perceptions and attitudes.
Promotions are capable of accomplishing more than a single objective.
Noise may occur at any stage of the communication process.
Compared with other media, direct mail is much less wasteful and will usually produce
the highest percentage of responses.
Describe the basic philosophy underlying integrated marketing communications (IMC),
and discuss reasons why firms have not practiced IMC all along and why there is a
reluctance to change.
One of the FTC’s guidelines for environmental marketing claims states that ‘claims
should not overstate an environmental attribute or benefit, either expressly or by
implication.’
Bonus packs are intended to encourage trial from consumers.
Executive-statement releases may address such topics as forecasts of future sales or
views on the economy.