Price, packaging, and user and usage imagery are all examples of _____.
a. product-related attributes
b. product benefits
c. basic consumer needs
d. product imagery
e. non-product-related attributes
Online sweepstakes and contests (along with online games) appeal to consumers and
also further the interest of brands by ______.
a. enabling the expansion of a brand’s opt-in e-mail database
b. building consumer interaction with the brand
c. creating awareness
d. a and b only
e. a, b, and c
The _____ is a form of self-regulation undertaken by ad media that takes place behind
the scenes before a commercial or other advertisement reaches consumers.
a. ad review process
b. advertising clearance process
c. NAD review process
d. NARB review process
e. advertising screening process
Which of the following is the major outdoor medium?
a. giant inflatables
b. transit advertising
c. billboard advertising
d. skywriting
e. kiosks
The point of purchase is the time and place at which all elements of the sale (_____)
come together.
a. advertising, sales promotion, and public relations
b. product, price, and distribution
c. mission, objectives, and strategy
d. manufacturer, retailer, and consumer
e. consumer, money, and product
The Bamboozle Corporation was finally indicted for years of deceptive advertising. The
FTC required the company to spend $5 million on television commercials over the next
six months to rectify any deceptive impressions it created in consumers’ minds. In other
words, the FTC required Bamboozle Corporation to undertake a(n) _____ program.
a. corrective advertising
b. rectification
c. unfairness removal
d. anti-deception
e. make-good
IRI’s BehaviorScan procedure enables which types of testing of television commercial
effectiveness?
a. pretests and posttests
b. weight tests and copy tests
c. recall tests and recognition tests
d. awareness tests and persuasion tests
e. persuasion tests and purchase tests
Which theory helps explain why scarcity works?
a. habituation
b. psychological reactance
c. cognitive dissonance
d. attribution theory
e. theory of reasoned action
What is achieved when multiple methods are used in combination with one another
yielding more positive communication results than when the tools are used
individually?
a. synergy
b. duplicity
c. multiplicity
d. redundancy
e. repetition
Which is NOT an element of the definition of unfair advertising?
a. an act or practice that causes or is likely to cause substantial injury to consumers
b. the injury is not reasonably avoidable by consumers
c. misleading from the viewpoint of a reasonable consumer
d. not outweighed by countervailing benefits to consumers or competition
e. All of the above are elements.
Rebecca has been receiving a large amount of unwanted e-mail from a company that
sells furniture online, alerting her to special deals and new products. This is a case of
_____ e-mailing.
a. informative
b. opt-in
c. spam
d. misguided
e. misrouted
Appeals to guilt are ineffective if advertisements containing guilt appeals _____.
a. lack credibility
b. are perceived as having manipulative intentions
c. are based on emotion
d. a and b only
e. a, b, and c
The effectiveness of sexual content depends on _____.
a. the appropriateness of it to the advertised subject matter
b. the extent to which the product is liked or disliked
c. its use with fear and guilt
d. the credibility of the celebrity endorser
e. All of these are correct.
Ethical issues in packaging can involve _____.
a. label information
b. packaging graphics
c. packaging safety
d. environmental implications of packaging
e. All of these are correct.
Which type of display has been shown in research to be effective in bringing a brand’s
name to a consumer’s active memory and increasing the probability of purchasing that
brand?
a. temporary display
b. semipermanent display
c. permanent display
d. motion display
e. changeable message display
Which of the following is a metric used to measure sponsorship effectiveness?
a. Tracking sales volume following an event.
b. Counting the number of samples or coupons that were distributed.
c. Measuring changes in brand awareness and brand image.
d. Determining how many hits to the brand’s website occurred post-event.
e. All of these are correct.
Perhaps the major problem with direct mail is that many people consider it excessively
intrusive and invasive of privacy.
The time frame used by the majority of media planners for measuring reach is usually
two weeks.
Explain the MECCAS model, and discuss how it is used in advertising strategy
formulation.
Salesforce.com is an information management tool for salespeople.
An advertisement that achieves a Starch score of 70 indicates it scored 70 percent above
comparable ads.
A seller-oriented selling orientation is focused on the long-term relationship with
customers.