The first step for calculating the return on investment for a sampling is _____.
a. defining objectives
b. determining the total cost for the sampling
c. calculating the number of converters needed for the sampling program to break even
d. conducting a competitive analysis
e. calculating the profit per unit
The promotional incentive _____ changes a brand’s perceived price or value.
a. permanently
b. temporarily
c. positively
d. concurrently
e. always
Which is the largest minority group in the United States?
a. African Americans
b. Asian Americans
c. Jews
d. Hispanics
e. Muslim Americans
Which of the following is FALSE regarding rebates?
a. Rebates are also called refunds.
b. Automobile companies are among the major users of rebate programs.
c. Many consumers never bother to redeem them.
d. Rebates offer consumers immediate rewards.
e. Rebate fraud occurs by manufacturers, retailers, and consumers themselves.
One factor that has limited the growth of digital billboards is that _____.
a. the technology has not been perfected
b. consumers do not respond well to them
c. they require constant adjustment
d. only very short messages can be used
e. they are expensive to install
Which type of premium can build sales volume in stores that put up displays and
participate fully?
a. near-pack premium
b. self-liquidating offer
c. mail-in offer
d. add-on premium
e. continuity premium
The _____ are what consumers hope to receive or avoid when consuming products.
a. consequences
b. values
c. specifics
d. attributes
e. sections
Advertisers obtain consumer loyalty by providing a brand that meets the needs of the
consumers and _____.
a. by continually advertising the brand’s merits
b. by stressing the price
c. by stating the unfavorable attributes of the major competitor
d. by using sales promotion
e. All of these are correct.
_____ is the most important ethical issue that is unique to the online medium.
a. Privacy
b. Slotting fees
c. Negative publicity
d. Piracy
e. Short filling
_____ represent the newest approach to agency compensation.
a. Fee-based programs
b. Outcome-based programs
c. Contingency-based programs
d. Outsource-based programs
e. Commission-based programs
Whether one chooses to invest or disinvest in advertising a brand depends largely on
expectations about how advertising will influence a brand’s sales volume and _____.
a. revenue
b. variable cost
c. discretionary cost
d. marginal cost
e. price
Harold is trying to determine the appropriate metric his company should use to gauge
the effectiveness of its marcom efforts. Which of the following is a possible option?
a. brand awareness
b. attitudes toward the brand
c. purchase intentions
d. sales volume
e. All of these are correct.
Which type of premiums require the consumer to mail in a stipulated number of proofs
of purchase along with sufficient money to cover the manufacturer’s purchasing,
handling, and mailing costs of the premium item?
a. free-with-purchase premium
b. mail-in offer
c. self-liquidating offer
d. add-on premium
e. contingency premium
In recognizing alternative paths to attitude formation and thus to persuasion, the ELM
points out that the form of persuasion will depend both on consumer _____ (their
motivation, opportunity, and ability to process marketing messages) and the relative
strengths of the brand.
a. aptitudes
b. characteristics
c. decoding strategies
d. encoding strategies
e. feelings
Which of the following statements reflects the conative attitude component?
a. I enjoy reading.
b. Reading improves the mind.
c. Everyone should try to improve their reading skills.
d. Mysteries are fun to read.
e. I plan to purchase three books this week.
The notion underlying good packaging is gestalt, which refers to the _____.
a. notion that people react to the unified whole, not to the individual parts, of the
package
b. empty-vessel philosophy
c. VIEW model
d. degree of workability
e. implied meaning of information on the package
Consumers who take part in sales promotions receive hedonic benefits. Which of the
following is NOT a hedonic benefit?
a. obtaining monetary savings
b. accomplishing a sense of being a wise shopper
c. obtaining entertainment value
d. achieving a need for stimulation
e. All of these are correct.
Which type of test transmits an identical commercial to two groups of households but
varies the number of gross rating points (GRPs) between the groups during the course
of the test period?
a. pretests
b. posttests
c. message tests
d. copy tests
e. weight tests
Which of the following is NOT a main stage of the New Product Adoption Process?
a. unawareness class
b. awareness class
c. trier class
d. repeater class
e. All of these are main stagess
The various types of brand-level marcom decisions include fundamental decisions and
implementation decisions.
Involuntary attention requires little or no effort on the part of a receiver.
Explain the four general privacy principles and discuss the privacy policies of social
media sites like Facebook given your knowledge of these principels.
The major objective of continuity promotions is to enhance the image of the brand.
Electronic measurement of a sample of users is possibly the most valuable tool for
assessing Internet usage activity.
Consumers, as well as marketers, can be guilty of unethical behavior in the area of sales
promotions.
Premiums are articles of merchandise or services offered by manufacturers to induce
action on the part of the sales force, trade representatives, or consumers.
A good copytesting system provides a single measurement to assess the performance of
an advertisement.
Targeting implies efficiency of effort.
The mixture of communications elements and the determination of messages, media,
and momentum are all fundamental decisions in the brand-level marcom decision
process.