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The major reason why embedding in advertising has little effect is because _____.
a. the majority of consumers pay close attention to advertising
b. it must be for a sex-related product to gain attention
c. the images have to be concealed to preclude detection by consumers
d. the technical problems involved in production are too great
e. it can easily be copied by competitors
The _____ strategy consists of a manufacturer directing personal selling, trade
advertising, and trade-oriented sales promotion to wholesalers and retailers.
a. forced channel
b. push
c. pull
d. planned
e. strategic channel
The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the
U.S.) is known as ____ in television.
a. network time
b. nighttime
c. early fringe
d. prime access
e. prime time
The context (or medium used) influences the _____ that the message has.
a. impact
b. reach
c. frequency
d. integration
e. touch points
Which of the following is NOT an advantage of using magazines as an advertising
medium?
a. selectivity
b. convey information with a sense of authority
c. high intrusive value
d. creative ability to get consumers involved in ads
e. long life
The major reason manufacturers are using rebates more now than ever is that many
consumers never bother to redeem them. Thus, when using rebates, manufacturers get
the best of both worlds-they stimulate consumer purchases of rebated items without
having to pay out the rebated amount because most consumers do not undertake the
effort to mail in rebate forms. Hence, rebates can be thought of as a form of _____.
a. premium
b. phantom discount
c. coupon
d. overlay promotion
e. bounce-back allowance
Which of the following is a type of social communication site?
a. blogs
b. document management
c. media platform
d. virtual world
e. social news
The likelihood that people will remain customers is known as the _____ rate.
a. discount
b. retention
c. acquisition
d. attrition
e. lifetime
Online advertising formats include all of the following except _____.
a. email advertising
b. search engine advertising
c. online reviews
d. rich media advertising
e. None of these are correct.
The idea of reciprocity generally defines the nature of interactive media.
Which of the following is a disadvantage of using price-offs?
a. cannot reverse a downward sales trend
b. cannot produce a significant number of new users
c. cannot attract as many trial users as samples, coupons, or premium packs
d. retailers often dislike price-offs
e. All of these are correct.
Sunshield is a new line of sunglasses that boasts lenses that grow progressively darker
with increasing sunlight. Other brands have this same type of lens, but Sunshield is the
first to make the claim that its product helps prevent sun lines and aging of skin. What
type of creative advertising style is described here?
a. resonance
b. preemptive
c. unique selling proposition
d. brand image
e. positioning
Interactivity, which is intertwined with _____, allows for users to select the information
they perceive relevant and for brand managers to build relationships with customers via
two-way communication.
a. individualization
b. internalization
c. interruption
d. integration
e. intrusion
The _____ component of attitudes focuses on behavioral tendencies.
a. effective
b. instrumental
c. conative
d. cognitive
e. behavioral
The primary disadvantage of selling is that it is _____.
a. less effective in driving market share
b. more costly than other promotional tools
c. perceived poorly by clients
d. limited to telemarketing
e. less effective for coupon delivery
The _____ is the U.S. government agency that has primary responsibility for regulating
information on the packages of food and drug products.
a. NARB
b. NAD
c. FTC
d. FDA
e. BBB
A provider of local radio network ratings is _____.
a. Information Resources, Inc.
b. Experian Simmons
c. Statistical Research, Inc.
d. GfK Mediamark Research Inc.
e. Arbitron
Message research has historically focused excessively on the _____ aspect of human
behavior and given insufficient attention to _____ aspects.
a. hedonic; functional
b. central; peripheral
c. rational; emotional
d. motivational; perceptual
e. personality; situational
Amy is playing 'Need for Speed,' which is a video game she plays on her Playstation 3
game console. During her races, she sees signage for various brands, such as
McDonald's and other fast food restaurants. This is an example of _____.
a. adver-gaming
b. video emerging advertising
c. virtual advertising
d. virtual signage
e. electronic signage
What is the initial challenge for new brands?
a. achieving brand awareness
b. enhancing brand image
c. achieving brand preference
d. achieving brand insistence
e. building revenue premium
The generic creative style is most appropriate for a company that _____.
a. has a lower price than their major competitor
b. has a higher price than their major competitor
c. dominates a product category
d. has a major competitive advantage over their major competitors
e. sells a high percentage of their products to foreign markets
Kellogg lost the exclusive rights to their cereal name, Shredded Wheat, because the
name was used to refer to all cereal made of shredded wheat. This is called _____.
a. genericness
b. resonance
c. counterfeiting
d. brand awareness
e. disparagement
Which of the following is despised in salespeople?
a. pushy attitude
b. poor listening skills
c. poor presentation skills
d. lack of product knowledge
e. failure to schedule an appointment
Continuity promotions are referred to as loyalty programs.
Online panel data has long shown the link between online advertising and purchase
behavior.
Consequences are what consumers hope to receive (benefits) or avoid (detriments)
when consuming brands.
The first step of the objective-and-task method is to establish specific marketing
objectives that need to be accomplished, such as sales volume, market share, and profit
contribution.
Ailing Outgoers are a good market for planned retirement communities and
entertainment services.
In general, the most dramatic factors underlying the need for reactive MPR are product
defects and failures.
New-business salespeople must call on new accounts continuously.
