_____ involves marketing communication investments in events or causes for the
purpose of achieving various corporate objectives.
a. Event-related PR
b. Public relations
c. Sponsorship
d. Cause-related marketing
e. Philanthropy
Humorous advertisements in the United States generally involve the use of _____.
a. slapstick humor
b. exemplars
c. psychological reactance
d. incongruity resolution
e. cognitive dissonance
The encoding specificity principle states that _____.
a. information recall is enhanced when the context in which people attempt to retrieve
information is the same or similar to the context in which they originally encoded the
message
b. information recall is highest for material that is presented in a verbal format
c. information recall is enhanced with the use of humor
d. information recall is enhanced with the use of fear appeals
e. comparative advertising distracts from encoding information
Large retail chains, unlike smaller chains, are able to merchandise their own _____
brands, and because these brands can be sold at lower prices than manufacturers’
comparable brands, large chains are able to use their brands to satisfy the needs of
price-sensitive consumers while selling manufacturers’ brands at their normal price and
pocketing the trade allowance as extra profit.
a. generic
b. private
c. national
d. regional
e. local
Janice was influenced to purchase an abdominal exercise device after watching an
infomercial showing people like her-females in their middle forties and mothers. Which
subcomponent of the general concept of attractiveness influenced Janice to purchase
this product?
a. trustworthiness
b. expertise
c. physical attractiveness
d. respect
e. similarity
The most important factor executives consider when making their celebrity-selection
for endorsements decision is _____.
a. how much it will cost to acquire the celebrity’s services
b. celebrity and audience matchup
c. celebrity and brand matchup
d. celebrity credibility
e. celebrity attractiveness
The three subcomponents of the general concept of attractiveness are _____.
a. intelligence, familiarity, and liking
b. physical attractiveness, familiarity, and intelligence
c. similarity, familiarity, and sense of humor
d. physical attractiveness, respect, and similarity
e. sense of humor, similarity, and liking
____ are responsible for developing overall media strategy.
a. Account executives
b. Account planners
c. Media planners
d. Media buyers
e. Media directors
The students’ intentions to give or not to give blood in a drive sponsored by the Red
Cross is best described as the _____ attitude component.
a. affective
b. cognitive
c. constructive
d. conative
e. evaluative
Which of the following is NOT a way to advertise on social networks?
a. page publishing
b. Google adwords
c. friend stories
d. sponsored stories
e. social ads
Games provide consumers with a(n) _____ reward and, for marketers, serve primarily
to _____.
a. delayed; encourage trial by nonusers
b. delayed; encourage repeat purchasing
c. delayed; reinforce a brand’s image
d. immediate; encourage trial by nonusers
e. immediate; encourage repeat purchasing
The representation of sensory experiences in short-term memory is known as _____.
a. habituation
b. concretizing
c. active synthesis
d. imagery
e. feature analysis
_____ is the philosophy and practice of carefully coordinating a brand’s sundry
marketing communications elements.
a. Interactive marketing
b. Branding
c. Synergistic marketing communications
d. Synergistic marketing
e. Integrated marketing communications
The Beef Council sponsored a variety of advertisements encouraging people to eat
more meat. These advertisements were designed to create _____ demand.
a. secondary
b. derived
c. elastic
d. joint
e. primary
Discuss the self-regulation of advertising that occurs before and after an ad appears in
the media.
Attitudes toward a brand result from a combination of _____ attitude-formation
processes.
a. primary and secondary
b. linear and non-linear
c. associative and non-associative
d. central- and peripheral-route
e. None of these are correct.
Which of the following is a motivation underlying the increased focus on measuring
marketing performance?
a. greater demands for accountability on the marketing function from the CEO, the
Board, and other executives
b. the imperative for the CMO to get better at what they do
c. required by the IRS to report the gains from marketing investment
d. a and b only
e. a, b, and c
Attitudes would most likely precede behavior when purchasing _____.
a. pens
b. cleaning products
c. new automobiles
d. soft drinks
e. aspirin
A(n) _____ is something physical and perceivable by our senses that represents, or
signifies, something to somebody in some context.
a. symbol
b. sign
c. referent
d. object
e. point
The major green communications efforts include all of the following EXCEPT ____.
a. packaging
b. sales promotion
c. seal-of-approval programs
d. cause-oriented communication efforts
e. point-of-purchase displays
The _____ category of Generation X has the highest level of education and income.
a. Yup & Comers
b. Bystanders
c. Playboys
d. Drifters
e. Slackers
Liveamatics are the closest to a finished commercial, but they do not fully represent the
actual settings or talent that will be used in the actual commercial.
Short-term memory serves as the center for current processing activity by integrating
information from the sense organs and from long-term memory.
The Q Score reveals the proportion of a group that is familiar with a person and regards
that person as one of their favorites.
The fundamental concept in semiotics is the sign.
Assume that you work in the marketing department for a company that manufactures
dog food. Explain why you think the use of coupons would be effective and what can
be done to maximize the redemption rate.