Jackie is a vice-president of marketing for a major food company. If she wants the
package for a new product to convey restfulness and quiet, she should include _____.
a. pictures of birds
b. triangles
c. horizontal lines
d. vertical lines
e. slanted lines
When a proposed positioning for a brand represents a competitive advantage for a
trivial product feature or benefit, but does not represent something that would give
consumers compelling reasons to select the brand positioned as such, this would be
considered a _____ option.
a. loser
b. winner
c. swimming-up-the-river
d. promote-competitors
e. match-competitors
Which of the following is NOT a key feature of IMC?
a. The customer represents the starting point for all marketing communications
activities.
b. Brand managers and their agencies should be amenable to using various marketing
communication tools.
c. Multiple messages must speak with a single voice.
d. The ultimate goal is to influence brand awareness and enhance consumer attitudes
toward the brand.
e. Build relationships.
_____ refers to the extent to which a brand name comes to mind when consumers think
about a particular product category and the ease with which the name is evoked.
a. Brand image
b. Brand awareness
c. Brand loyalty
d. Brand preference
e. Brand knowledge
Green Seal is an eco-labeling program in _____.
a. Germany
b. Sweden
c. Japan
d. the United States
e. Finland
Patents for inventions including biological, business method, chemical, and software
patents are of the _____ type.
a. utility
b. design
c. plant
d. copyright
e. trademark
The encoding variability hypothesis contends that people’s memories for information
are enhanced when _____.
a. humor is used in the advertisements
b. the brand is advertised with varied messages or in multiple media
c. there is comparative advertising
d. price is stressed in the advertisements
e. fear appeals are used
CPM stands for _____.
a. cost per million
b. cost per month
c. cost per thousand
d. coverage per month
e. coverage per million
Information in short-term memory that is not thought about or rehearsed will be lost
from STM in about _____.
a. 30 seconds or less
b. 3 minutes or less
c. 6 minutes or less
d. 9 minutes or less
e. 12 minutes or less
Advertisements that violate the _____ feature fail to capture the brand’s critical
essence’” its positioning strategy’”or present excessive information that dilutes the
message of the brand’s essence.
a. unexpectedness
b. simplicity
c. novelty
d. concreteness
e. credibility
In terms of profitability, investing in advertising can be justified only if the incremental
revenue generated from the advertising effort exceeds the _____.
a. production expense
b. operational expense
c. discretionary expense
d. advertising expense
e. commission expense
Search engine advertising relies heavily on understanding consumer searches by _____.
a. keywords
b. price point
c. cookies
d. index
e. Facebook
What can promotion accomplish?
a. stimulate sales force enthusiasm for a new, improved, or mature product
b. invigorate sales of a mature brand
c. increase on- and off-shelf merchandising space
d. increase product usage by loading consumers
e. All of these are correct.
Lou is trying to increase the lifetime value of his customers. Which of the following is a
way for him to augment his customers’ lifetime value?
a. decrease the retention rate
b. increase the discount rate
c. increase the referral rate
d. increase marketing communications expenditures
e. All of these are correct.
_____ are involved in tactical decision making and day-to-day contact with brand
managers and other client personnel.
a. Management supervisors
b. Account executives
c. Client managers
d. Account planners
e. Project managers
The prefinished version of a commercial that presents a series of visual frames and
corresponding script of key audio is a(n) _____.
a. storyboard
b. animatic
c. photomatic
d. ripamatic
e. liveamatic
A color that is often described as active, stimulating, energetic, and vital is _____.
a. white
b. black
c. blue
d. orange
e. red
Name and describe the tools that are available to a public relations director when using
proactive marketing public relations.
Marketing-mix modeling employs multivariate regression analysis to estimate the
effects that the various advertising and promotion elements have in driving sales
volume.
Internalization occurs when the receiver accepts the endorser’s position on an issue as
his or her own.
Objective setting and budgeting decisions must be formal and systematic.
Emotional appeal signifies the ability of a package to attract attention at the point of
purchase.
The brand-image creative style attempts to develop an image or identity for a brand by
associating the product with symbols.
Edwin L. Artzt, former chairman and CEO of Procter & Gamble, draws an analogy
between exercising and advertising. Explain the meaning of this analogy, particularly in
reference to brand equity.
Because there has been a significant amount of research on brand names, new products
don’t succeed without following the “rules.”
The EquiTrend survey asks respondents to rate a number of brands in terms of two
dimensions: quality and salience.
According to the FTC, a misrepresentation is said to occur when qualifying information
necessary to prevent a practice, claim, representation, or reasonable expectation or
belief from being misleading is not disclosed.