Coupons, trade shows, buying allowances, premiums, and price-off deals are all
examples of _____.
a. media advertising
b. promotions
c. place advertising
d. point-of-purchase advertising
e. public relations
The two general categories of on-premise signs are _____.
a. primary and secondary
b. free-standing and building-mounted
c. internal and external
d. temporary and permanent
e. retailer-provided and manufacturer-provided
Which marcom tool is best at encouraging trial purchases?
a. advertising
b. personal selling
c. public relations
d. sales promotion
e. point-of-purchase displays
A conclusion drawn from ARS’ testing of various commercials for a Campbell’s Soup
Company brand (i.e., V8 vegetable juice) about the functioning and effectiveness of
advertising states that _____.
a. ad weight is positively related to sales regardless of the advertising content
b. ad copy does not have to be distinctive
c. the selling power of advertising wears out over time
d. rational appeals are more effective than emotional appeals
e. television ads are more effective than radio ads
Which budgeting method considers advertising along with other marcom elements as
relatively unimportant to a brand’s present success and future growth?
a. percentage-of-sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. comparative method
Jack owns a fishing lodge. He spends $3,000 a month on advertising in May, June, July,
and August. He does no advertising during the other months. Jack is using the _____
advertising schedule.
a. continuous
b. plotted
c. pulsing
d. dated
e. flighting
Which of the following is a type of entertainment and multimedia social site?
a. microblog
b. livecasting
c. social news
d. wikis
e. social networking
Which of the following is a limitation of using newspapers as an advertising medium?
a. occasional users of newspaper space pay higher rates
b. long lead times
c. not entertaining
d. rapidly escalating advertising cost
e. impersonal
Joe has an identification card that he presents at the grocery store checkout on every
shopping occasion. He is taking part in _____.
a. the Hawthorne Experiment
b. the TRACE Method
c. the Emotional Measurement System
d. ACNielsen’s SCANTRACK
e. IRI’s BehaviorScan
_____ is a paid, mediated form of communication from an identifiable source, designed
to persuade the receiver to take some action, now or in the future.
a. Public relations
b. Advertising
c. Communications
d. Marketing
e. Marcom
The post-sale follow-up enables the salesperson to do all of the following except _____.
a. present the client with a referral from another client
b. alleviate cognitive dissonance
c. determine any problems the client may be having
d. develop a stronger relationship with the client
e. All of these are correct.
The idea of getting adopters of a product to convert other people into users is referred to
as _____.
a. using a celebrity icon
b. rationing supply
c. reactive MPR
d. rumor control
e. nurturing the grass roots
The use of CD-ROM discs would enhance marketing efforts for products such as ____.
a. tourist destinations
b. electronics
c. dog food
d. consumables
e. computers
Salesperson performance is related to which of the following characteristics?
a. adaptability
b. education
c. gender
d. height
e. speed
John is a subunit manager at a large consumer packaged goods manufacturer. Every
year, he submits a budget request to the vice president of marketing, who coordinates
the various requests and then submits an overall budget to top management for
approval. This is an example of _____ budgeting.
a. top-down
b. bottom-up
c. top-down/bottom-up
d. bottom-up/top-down
e. combination
A document designed to channel copywriters’ and other creatives’ efforts toward a
solution that will serve the interests of the client is known as a(n) _____.
a. advertising platform
b. creative platform
c. creative copy
d. advertising copy
e. creative brief
The three factors that determine each individual’s elaboration likelihood for a particular
message are _____.
a. motivation, opportunity, and ability
b. motivation, objectives, and attitude
c. motivation, opportunity, and attitude
d. motivation, objectives, and ability
e. motivation, opinions, and ability
Which of the following variables do companies use to identify potential target markets?
a. demographic characteristics
b. lifestyles
c. product usage patterns
d. geographic considerations
e. All of these are correct.
The most effective level of fear _____.
a. is a strong level
b. is a weak level
c. depends on how much relevance a topic has for an audience
d. is a weak level with a humorous message
e. is a weak level with a credible spokesperson
Which step in personal selling refers to identifying potential buyers who have the need,
willingness, ability, and authority to buy?
a. preapproach
b. follow up
c. approach
d. sales presentation
e. prospecting and qualifying
Monica is the advertising director for a company that manufactures exercise equipment.
She wants the advertisements to demonstrate the use of the products and generate
excitement. She should use _____ advertising.
a. radio
b. magazine
c. newspaper
d. outdoor
e. television
The idea for Facebook originated with online photo books of _____.
a. Harvard dorms
b. Stanford dorms
c. MySpace sorority groups
d. MySpace dating rings
e. None of these are correct.
A sign relation is established in marketing communications when _____.
a. a brand and a referent belong to the same cultural context
b. a brand is characterized with a logo
c. a brand is personified
d. a metaphor is used
e. a simile is used
The form of billboard advertising regularly seen alongside highways and in other
heavily traveled locales is _____.
a. painted bulletins
b. poster panels
c. broad sheets
d. painted sheets
e. painted panels
More than any other medium, television is able to use humor as an effective advertising
strategy.
Trade allowances are used by manufacturers to reward wholesalers and retailers for
performing activities in support of the manufacturer’s brand.
The traditional American family (i.e., married couples with children younger than 18
years of age) represents over 75 percent of all U.S. households.
Explain the differences between the traditional view and the heretical view for having
sales represent the advertising objective. Explain which view you support.
Brands may not benefit from CRM efforts if their support is perceived as having an
ulterior motive rather than authentic concern about the sponsored cause.
Twitter was started by the same entrepreneurs who started Facebook.