A major development in recent years involves marketers of specific brands developing
newsletters and magazines that focus on their brands, issues related to their brands, and
the interests of brand purchasers. These are called _____.
a. e-magazines
b. product publications
c. customized magazines
d. in-house news sources
e. blogs
Which type of billboard is 6 feet, 2 inches high by 12 feet, 2 inches wide?
a. 5-sheet poster
b. 8-sheet poster
c. 20-feet poster
d. 30-feet poster
e. 50-feet poster
In a situation where demand is more advertising elastic than price elastic it is advisable
to _____.
a. maintain the status quo
b. build image via increased advertising
c. grow volume via price discounting
d. increase advertising and/or discount prices
e. decrease advertising and discount prices
Anita, who is in the process of shopping for a new car, is fascinated with a television
commercial that relates the Porsche 911 to a thoroughbred horse, comparing the quality
of design and aerodynamics of the car to the fine breeding and training of a champion
race horse. This commercial is an example of _____.
a. symbolic interaction
b. animalistic referral
c. schematic linkage
d. concretizing
e. allegory
Sponsorships of events represent an area that among all marcom activities may be the
least _____ in terms of conducting research to determine if the sponsorship has
achieved brand equity and financial objectives.
a. used
b. cluttered
c. accountable
d. useful
e. effective
_____ is the Starch classification that consists of the percentage of people interviewed
who not only noted the ad but also saw or read some part of it that clearly indicated the
name of the brand or advertiser.
a. Noted
b. Associated
c. Read some
d. Read most
e. Influenced
_____ occurs when a competitor or other party clicks on a sponsored link repeatedly in
order to foul up advertising effectiveness.
a. Spamming
b. Phishing
c. Click fraud
d. Behavioral targeting
e. Keyword-matching
A color that has come to stand for environmentally friendly products is _____.
a. yellow
b. white
c. green
d. red
e. brown
Which of the following is NOT a general recommendation offered to marcom
practitioners for making appropriate environmental claims?
a. Only make environmental claims that your competitors cannot make.
b. Make specific claims.
c. Reflect current disposal options.
d. Make substantive claims.
e. Make supportable claims.
Kyle was in the cereal aisle of a grocery store and noticed a red device mounted on the
shelf that allowed him to get a coupon for a specific brand of cereal. Which type of
point-of-purchase coupon is this?
a. instantly redeemable coupon
b. shelf-delivered coupon
c. scanner-delivered coupon
d. remotely-delivered coupon
e. on-site delivered coupon
Consumers obtain _____ benefits when taking advantage of sales promotion offers,
including a sense of being a wise shopper, and/or a need for stimulation and variety.
a. functional
b. hedonic
c. reduced search
d. cost
e. utilitarian
In large part, ethical behavior is a matter of an individual’s _____.
a. education
b. age
c. gender
d. income
e. integrity
Maria has become desensitized to the billboard that is located in front of her office
because she has seen it so many times. This is known as _____.
a. habituation
b. cognitive dissonance
c. depression
d. projection
e. sourcing
Which of the following is a complicating factor that makes subscription counting an
inadequate way of determining a magazine’s readership?
a. Magazine subscriptions are collected through a variety of intermediaries, making it
difficult to obtain accurate lists of who subscribes to what magazines.
b. Magazines often are purchased from newsstands, supermarkets, and other retail
outlets rather than through subscriptions, thus completely eliminating knowledge of
who purchases what magazines.
c. Magazines that are available in public locations (i.e., doctors’ offices, beauty salons)
are read by numerous people and not just the subscriber.
d. Individual magazines subscribers share issues with other people.
e. All of these are correct.
In addition to Q Scores, _____ is(are) used to determine whether a prospective celebrity
endorser matches well with the brand image and its intended target market.
a. sales quotas
b. subjective judgement
c. performance
d. product use
e. international rankings
Sales promotion can _____.
a. permanently stop an established brand’s declining sales trend
b. change the basic nonacceptance of an undesired product
c. obtain trial purchases from consumers
d. give consumers a compelling long-term reason to continue purchasing a brand
e. compensate for a lack of advertising
Starch Readership, Bruzzone tests, and Burke day-after recall tests are techniques for
measuring _____.
a. recognition and emotions
b. recognition and recall
c. emotions and recall
d. emotions and responses
e. persuasion
Retailers receive a(n) _____ for featuring the manufacturer’s brand in advertisements or
for providing special displays.
a. exit fee
b. spiff
c. slotting allowance
d. bill-back allowance
e. off-invoice allowance
Immediacy is an advantage of traditional media but not so for social media.
Target marketing could be considered unethical when the targeting is concerned not
with fulfilling consumers’ needs and wants, but rather with exploiting consumers’
_____.
a. economic status
b. lack of information
c. vulnerability
d. demographic profiles
e. social status
Which of the following can participate in rebate fraud?
a. consumers
b. retailers
c. manufacturers
d. government
e. a, b, and c
What is the first step when using comprehensive media-scheduling software programs?
a. select the criterion for schedule optimization
b. specify constraints
c. set the budget
d. develop a media database
e. determine the maximum number of vehicles
Companies’ databases of customers often contain R-F-M data. The M stands for _____.
a. motivation
b. monetary value
c. markdown
d. media
e. message
Programs in which a service distributes coupons for a single company’s multiple brands
or brands from multiple companies are known as _____.
a. co-marketing coupon programs
b. synergistic coupon programs
c. complementary coupon programs
d. cooperative coupon programs
e. multiple coupon programs
A manufacturer of automobiles that advertises as the only automobile where you can
unlock the door with your thumb print, is using the _____ creative style.
a. preemptive
b. unique selling proposition
c. positioning
d. resonance
e. emotional
In general, consumers are more responsive to delayed rewards because they are usually
larger than immediate rewards.
The problem with databases is that they are small in size with few addresses and few
variables for each database entrant.
Off-invoice allowances are deals offered periodically to the trade that permit retailers to
deduct a fixed amount from the invoice, merely by placing an order during the period
which the manufacturer is ‘dealing’ a brand.
Attributes are what consumers hope to receive or avoid when consuming products.
comScore offers audience measurement statistics through a panel and includes brand
impressions and the weight of brand campaigns.
Mail-in offer premiums can be used to encourage repeat-purchase behavior.
According to the ELM theory, people experience only temporary attitude changes when
persuaded via the peripheral route.