Trade promotions represent approximately _____ percent of total marketing
communications expenditures.
a. 20
b. 30
c. 40
d. 50
e. 60
The practice of forward buying is also known as _____.
a. diverting
b. loading
c. street money
d. load buying
e. bridge buying
Which approach will best serve the customers’ information needs and motivate them to
purchase the brand?
a. inside-out
b. outside-in
c. top-down
d. bottom-up
e. combination
Which is the oldest form of advertising?
a. outdoor
b. radio
c. magazine
d. newspaper
e. point-of-purchase
_____ refers to a salesperson’s ability to adjust to situational circumstances.
a. Tenacity
b. Approachability
c. Adaptability
d. Optimism
e. Aptitude
American Express was not a sponsor of the Olympics, but it advertised heavily during
the time the Olympics were televised. As a result, many consumers thought American
Express was a sponsor of the Olympics. This is an example of _____.
a. stealth marketing
b. ambush marketing
c. guerilla marketing
d. deceptive advertising
e. marketing public relations
The average television household now has upwards of 90 or more TV channels from
which to choose, which means that advertisements simply do not reach the large
numbers of consumers they once did. This is referred to as _____.
a. technology transfer
b. clutter
c. media myopia
d. multi-media dispersion
e. audience fractionalization
According to the shelf-space model, _____.
a. achieving a high level of weekly reach for a brand should be emphasized over
acquiring heavy frequency
b. achieving a high level of weekly frequency for a brand should be emphasized over
acquiring heavy reach
c. the consumers’ third exposure to an advertisement for a brand is the most powerful
d. distinctive advertising requires more exposures
e. advertisers should select the media schedule that generates the most exposure value
per GRPs
According to the CPM, consumer behavior is seen as _____.
a. rational
b. highly cognitive
c. systematic
d. reasoned
e. All of these are correct.
The _____ heuristic has consumers establish cutoffs, or minima, on all pertinent choice
criteria. An alternative is retained for further consideration only if it meets or exceeds
all minima.
a. disjunctive
b. lexicographic
c. compensatory
d. conjunctive
e. affect referral
Which of the below is NOT one of the ways to enhance lifetime value?
a. increase the retention rate
b. increase the discount rate
c. increase the referral rate
d. cut direct costs
e. enhance the average purchase volume per customer
Relative advantage is a function of _____.
a. consumer perception
b. increased comfort
c. savings in time and effort
d. immediacy of reward
e. objective standards
To distinguish advertising, which typically is conveyed via print, TV, radio, the Internet,
etc., from person-to-person forms of communication, including personal selling and
word of mouth, the term _____ communication is used.
a. mediated
b. paid-for
c. commercial
d. technological
e. focused
The _____ are involved in tactical decision making and day-to-day contact with brand
managers and other client personnel.
a. account executives
b. management supervisors
c. assistant supervisors
d. product managers
e. line managers
The first step of frequency value planning is to _____.
a. define the hypothesis
b. state the objectives
c. conduct a situation analysis
d. state the budget constraints
e. estimate the exposure utility for each level of vehicle exposure
Electrocell recently began marketing a new durable battery to compete against its major
competitors. Electrocell’s promotion manager wants to have a point-of-purchase display
designed that will be a particularly good attention-getter. What type of
point-of-purchase display could most effectively satisfy this objective?
a. a VMC
b. a static display with detailed product information on product features
c. a moving display
d. a changeable message display
e. a conspicuous display
The influence tactic that is based on the principle that things become more desirable
when they are in great demand but short supply is known as _____.
a. liking
b. scarcity
c. social proof
d. commitment and consistency
e. reciprocation
A reason for the growth of sales promotion is _____.
a. the increase in power for the manufacturers over the grocery stores
b. decreased brand parity and price sensitivity
c. increased brand loyalty
d. increased media effectiveness
e. emphasis on short-term results in corporate-reward structures
Which of the following companies tracks Internet users’ surfing behaviors and provides
this information to advertisers that wish to target prospective customers based on their
online search behavior?
a. Audience Science
b. Tacoda Systems
c. Information Resources Inc.
d. a and b only
e. a, b, and c
The median age of Americans has been decreasing in the past three decades.
Persuasion is the smallest component of marketing communications.
Humor can detract from or enhance the message content of an advertisement.
The message channel is the path through which the message moves from source to
receiver.
CPM-TM is calculated by taking the total cost of the ad divided by the number of target
market contacts (expressed in thousands).
The percentage of a target audience that is exposed, at least once, during a specified
time frame to the vehicles in which an advertising message is inserted represents reach.
In reality, IMC is little more than a management fad that is short lived.
One difficulty with measuring marcom effectiveness is the identification of an
appropriate measure, or metric, of effectiveness.
The best predictor of one’s future behavior is his or her past behavior.