1) The consumer decision journey framework views the consumer decision-making
process as a linear, single uniform path to purchase.
3) The cost-effectiveness of advertisements in newspapers is measured based on the
cost per ratings point.
4) The Central Hudson Test is typically a two-part test established by the American
Marketing Association.
5) When times get tough, managers who treat the communications budget as an
investment instead of an expense tend to cut down the advertising and promotional
budget first.
6) Market opportunities are areas where the company believes that customer needs and
opportunities are being satisfied.
7) Radio offers high levels of audience selectivity because of:
A.the wide variety of program formats offered by different stations.
B.the broadcast overlap of local radio stations.
C.the transmission capability of the various stations.
D.its low cost.
E.image transfer capabilities.
8) Global ad campaigns are appropriate:
A.for brands that play to domestic needs, values, and emotions.
B.for brands that can be adapted for a visual appeal.
C.for translating advertising messages into dozens of languages.
D.for products that appeal to market segments with differing tastes.
E.for products without a nationalistic flavor.
9) While moving from the base to the tip of the communication effects pyramid, which
of the following comes just before trial of a product?
A.Knowledge
B.Preference
C.Repurchase
D.Awareness
E.Comprehension
10) _____ is advertising supported by raw materials manufacturers to help establish end
products that include a company’s materials.
A.Vertical cooperative advertising
B.Ingredient-sponsored cooperative advertising
C.Horizontal cooperative advertising
D.Guerrilla advertising
E.Buzz marketing
11) The stage of the IMC planning process which comes immediately after the overall
marketing plan is reviewed is the:
A.integration and implementation of marketing communications strategies.
B.development of marketing job descriptions.
C.promotional program situation analysis.
D.budget determination.
E.analysis of market forecasts.
12) A situational analysis:
A.does not include an assessment of a company’s product lines.
B.usually starts with a positioning strategy.
C.does not include an assessment of the conditions facing the company.
D.typically involves creating branding strategies.
E.includes an assessment of its individual brands.
13) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: High BDI and
Low CDI. Which of the following information can be deduced from this data?
A.Good sales potential for both product and brand
B.Low market share for product but good market potential
C.Good market to advertise in but requires sales decline monitoring
D.Product category has high potential and brand is performing well
E.Poor market for advertising and potential for loss
14) The _____ step of Young’s creative process model deals with putting the problems
out of one’s conscious mind and turning the information over to the subconscious to do
the work.
A.problem detection
B.illumination
C.immersion
D.reality
E.incubation
15) CL Inc., a cellphone company, features Lean Carter, a popular movie actor, in all of
its print and broadcast advertising. The reason behind choosing the actor is that she is
more likely to attract potential customers. The company faces heavy competition and
the marketing team concluded that using a popular spokesperson will help break
through the advertising clutter. Which of the following stages of the persuasion matrix
is CL Inc. trying to influence?
A.Reception
B.Channel
C.Attention
D.Presentation
E.Behavior
16) Quantitative measures used to evaluate sales personnel include _____.
A.product knowledge
B.selling expenses per call
C.follow-up activities
D.customer feedback
E.marketing intelligence
17) One of the newest uses of eye tracking is to determine:
A.the effectiveness of websites, online ads, and e-mails.
B.how long an individual has to read an interstate billboard message.
C.why certain coupons have higher redemption rates than others.
D.the connotations of the colors used in print ads.
E.whether an individual is aware of exposure to split-run ads.
18) _____ is a posttest method used in broadcast commercials that traces the behaviors
of consumers from a television set to a supermarket checkout counter.
A.Contextual testing
B.The Starch test
C.The Burke follow-up test
D.Single-source tracking
E.Bipolar tracking
19) Which of the following promotions is targeted toward the trade rather than
consumers?
A.Spiffs
B.Coupons
C.Premiums and sweepstakes
D.Bonus packs
E.Bounce back coupons
20) _____ include all content that is created in flash.
A.Banner ads
B.Links
C.Interstitials
D.Rich media
E.Paid searches
21) DAGMAR is:
A.a model for setting advertising goals.
B.a philosophy of consumer behavior.
C.a method of setting sales objectives.
D.a tool used to measure financial assets.
E.an attitude measurement device.
22) Advertisements that portray people experiencing an arousing, upbeat, and/or
exciting benefit or outcome from using a product or service are relying on:
A.informational appeals.
B.rational appeals.
C.mood transfers.
D.emotional integrations.
E.outcome integrations.
23) In its ads, The Coffee House stresses on consumers’overall emotional impression of
the brand with an attractive slogan. Through this slogan, The Coffee House wants to
convey that it sells exquisite and refreshing coffee to its consumers. It wants its
consumers to purchase on the basis of this impression and not comparison. This is an
example of a marketer using:
A.the affect referral decision rule.
B.the mirror image rule.
C.belief-bias effect.
D.bait-and-switch marketing.
E.non-qualitative evaluative criteria.
24) Which of the following best defines integrated marketing communications?
A.It is a term used in cause marketing that speaks about the degree of control customers
hold over the cause they choose to support.
B.It involves coordinating the various promotional elements and other marketing
activities that interact with a firm’s customers.
C.It is software that gathers and analyzes information about customer interactions with
all the employees of a company.
D.It is a collection of informational resources that describes a company’s products and
services and assists in marketing the same.
E. It involves dividing the customers into similar subgroups based on media usage,
demographics, psychographics, and product usage.
25) The development of the advertising message that the marketer wants to convey to
its target audience is called the _____.
A.creative strategy
B.media strategy
C.distribution strategy
D.channel strategy
E.user strategy