Michael Jordan has been a well-paid endorser for Gatorade sports drink. Suppose that
in addition to his role as TV spokesperson, the makers of Gatorade decide to place a
likeness of Michael Jordan on every Gatorade bottle. Doing this would represent an
appropriate marketing use of the _____.
a. encoding incompleteness principle
b. fallibility of memory hypothesis
c. recoding of thought hypothesis
d. encoding specificity principle
e. conspicuity principle
Marketing communications is used by which type of organization?
a. business-to-business organizations
b. consumer marketing organizations
c. not-for-profit organizations
d. None of these are correct.
e. All of these are correct.
Which of the following is an example of an advertisement that was designed to create
primary demand?
a. “Weekends were made for Michelob.”
b. “Orange juice isn’t just for breakfast anymore.”
c. “Like a good neighbor, State Farm is there.”
d. “You’re in good hands with Allstate.”
e. “Gillette: the best a man can get.”
A print ad for a new brand of body lotion refers to it as a ‘peach.’ In this regard, ‘peach’
is a(n) _____.
a. metaphor
b. allegory
c. simile
d. representation
e. elicitation
Research has shown that _____ does a better job of assessing consumers’ beliefs after
their exposure to comparative advertisements.
a. perceptual mapping
b. relative framing
c. concretization
d. subjective framing
e. nonrelative framing
How many basic steps are involved in personal selling?
a. 5
b. 6
c. 7
d. 8
e. 9
Which of the following is NOT a marcom budgeting method?
a. percentage-of sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. communication-based method
Sun Cosmetics is sponsoring a promotional campaign in which consumers who send in
an entry form have the chance to win a trip to Hawaii or hundreds of lesser gifts. What
type of promotional tool is being used here?
a. tie-in promotion
b. sweepstakes
c. cooperative coupon
d. contest
e. mail-in offer
Creating demand for an entire product category is known as _____ demand.
a. joint
b. elastic
c. derived
d. primary
e. secondary
_____ is a way of publishing sound files to the Internet, allowing users to subscribe to a
feed and receive new audio files automatically.
a. Podcasting
b. Blogging
c. Superstitials
d. Opt-in
e. Broadcasting
Elyssa notices an advertisement with information that is contrary to fact. According to
the FTC, this is _____.
a. deceptive
b. a misrepresentation
c. misguided
d. material
e. unfair
Auby’s Corporation is an apparel manufacturer that specializes in casual clothing. The
company advertises primarily in consumer magazines, spending approximately $5
million each year. The company advertises every month of the year, but major
advertising expenditures are made in the three months’”May, August, and December.
What type of advertising schedule does Auby’s use?
a. continuous
b. trade-off
c. flighting
d. pulsing
e. concentrated
Which of the following is a problem with the use of sampling?
a. consumers are not receptive to them
b. not effective in generating trial
c. in-store sampling often fails to reach sufficient numbers of consumers to justify its
expense
d. inability to target effectively
e. limited creative possibilities
A limitation of radio advertising is _____.
a. difficulty of buying radio time
b. long lead times
c. high CPMs
d. erosion of radio listening audience
e. that it is not intrusive
Outdoor advertising showings and gross rating points are sold in increments of _____.
a. 10
b. 20
c. 25
d. 50
e. 100
Which of the following would NOT be included in a creative brief?
a. background
b. target audience
c. creative style
d. positioning
e. objectives and measures
Which of the following is FALSE regarding the use of humor in advertising?
a. Humor is an effective method for attracting attention to advertisements.
b. Humor enhances liking of both the advertisement and the advertised brand.
c. Humor enhances source credibility.
d. Humor does not offer an advantage over nonhumor at increasing persuasion.
e. The nature of the product affects the appropriateness of using humor.
Most successful companies are aware that consistent investment spending is the key
factor underlying successful advertising.
Conspiracy rumors deal with undesirable or harmful product or store features.
Ambush marketing is illegal.
Matchup between spokesperson and audience similarity is especially important when
the product or service in question is one where audience members are heterogeneous in
terms of their taste and attribute preferences.
Media planning is the design of a strategy that shows how investments in advertising
time and space will contribute to the achievement of marketing objectives.
A number of Internet sites now distribute coupons, and 25 percent of all coupons are
distributed through this medium.
Explain how everyday low pricing (M) reduces the usage of diverting and forward
buying.