The marcom imperative is to move brands from a state of unawareness, to recognition,
on to recall, and ultimately to top-of-mind awareness (TOMA).
Which of the following is NOT a type of green advertising appeal?
a. ads that address a relationship between a product/service and the biophysical
environment
b. those that promote a green lifestyle without highlighting a product or service
c. ads that promote short filling, which is the use of less packaging
d. ads that present a corporate image of environmental responsibility
e. All of these are types of green advertising appeals.
_____ refers to any incentive used by a manufacturer to encourage the sales force to
aggressively sell it.
a. Promotion
b. Placement
c. Advertising
d. Marketing
e. Inducement
When only those consumers known to be interested in a particular product or service
receive an advertisement, _____ is being used.
a. behavioral targeting
b. demographic segmentation
c. benefit targeting
d. consumer-oriented marketing
e. geographic segmentation
In the AAAA’s Code of Ethical Standards, it is stated that ‘…we will not knowingly
create advertising that contains _____.
a. false, or misleading statements or exaggerations, visual or verbal
b. statements, suggestions, or pictures offensive to public decency or minority segments
of the population
c. price claims that are misleading
d. testimonials that do not reflect the real opinion of the individual(s) involved
e. All of these are correct.
The most common method of compensation for advertising agencies today is _____.
a. a labor-based fee system
b. a standard commission of 10 percent of the gross amount of the billing
c. a standard commission of 15 percent of the gross amount of the billing
d. a standard commission of 20 percent of the gross amount of the billing
e. outcome-based programs
A Korean brand of television was perceived as ‘low quality’ by over 70 percent of
American consumers who were surveyed. However, after an extensive advertising
campaign, the percentage of American consumers who perceived this brand as low
quality fell to 20 percent. In this instance, advertising has successfully altered
consumers’ perceptions and performed which function?
a. adding value
b. informing
c. persuading
d. reminding
e. assisting other company efforts
Juanita is in poor health, but she is socially active, health-conscious, and interested in
learning how to do new things. Juanita would be classified as a(n) _____.
a. Healthy Hermit
b. Ailing Outgoer
c. Frail Recluse
d. Healthy Indulger
e. Unhealthy Outsider
The world’s leading advertiser is _____.
a. Coca Cola
b. Procter & Gamble
c. General Motors
d. Philip Morris
e. McDonald’s
A manufacturer of fruit juice has to pay retailers a fee if they want to get their new
product onto the retailer’s shelves. This is an example of a(n) _____ allowance.
a. slotting
b. bill-back
c. spiff
d. off-invoice
e. co-marketing
Assume that the media schedule for a brand yields 300 GRPs and reaches 50 percent of
the market. The frequency would be ____.
a. 6
b. 50
c. 250
d. 350
e. 1500
Marketers can enhance the consumers’ opportunity to reduce processing time by _____.
a. appealing to hedonistic needs
b. heightening ad complexity
c. repeating brand information
d. creating gestalt processing
e. employing verbal framing
Which of the following is a major problem with direct mail?
a. intrusive and invasive of privacy
b. inefficient
c. lack of flexibility
d. inability to target a precisely defined group of people
e. lack of accountability
The _____ indirectly assesses the degree of emotional response to an advertisement by
measuring minute amounts of perspiration.
a. TRACE Method
b. Emotional Measurement System
c. tachistoscope
d. pupillometer
e. galvanometer
Experts in the design of store signage use a concept, termed _____, that refers to the
ability of a sign to capture attention.
a. conspicuity
b. noticeability
c. spectacularity
d. stopping power
e. peculiarity
For which reason listed below are consumers likely to use the yellow pages?
a. save time spent shopping around for information
b. saving energy and money
c. learning about products and services
d. finding information quickly
e. All of these are correct.
Teresa received an e-mail message telling her to click on the link in the message to
update her account profile at her bank. She did so, was taken to a website that looked
like her bank’s online banking website, and proceeded to enter all sorts of personal
information such as her social security number, checking account number, and credit
card numbers. However, this was not a legitimate site for her bank, but rather it was one
designed to look like her bank site so thieves could obtain consumers’ personal
information to steal their identities. Unfortunately for Teresa, $3,000 was stolen from
her bank account, and several purchases were made on her credit cards. This activity is
known as ____.
a. skimming
b. phishing
c. browsing
d. searching
e. podcasting
Carl grabbed a bag of chips and salsa at a convenience store and noticed a coupon
attached to the bag of chips allowing him to get 50 cents off the purchase price. Which
type of reward did Carl get?
a. delayed
b. hedonic
c. unconditional
d. informational
e. immediate
In which form of selling does the customer come to the salesperson rather than the
salesperson to the customer?
a. missionary selling
b. retail selling
c. inside sales
d. trade selling
e. technical selling
Twitter has helped consumers to _____ more so than anything else.
a. get coupons
b. shop
c. complain
d. babble
e. None of these are correct.
Individual sounds, called phonemes, provide meaning about a brand through a process
of _____.
a. sound symbolism
b. morphing
c. encoding specificity
d. sound morphing
e. telephony
Negative attitudes toward CRM are due largely to consumers’ cynicism about the
sponsoring firm’s _____.
a. charging a higher price for the product
b. unloading lower-quality products on the market
c. self-serving motive
d. taking advantage of consumers’ generosity
e. using this marketing as a means to offset high advertising costs
Whereas sales promotion makes consumers aware of your brand and promotes a
positive image, advertising serves to consummate the transaction.
‘Agency mistakes’ result from the agency’s failure to identify a meaningful value
proposition that distinguishes the brand from competitive offerings.
Marketers can minimize negative word-of-mouth by being responsive to legitimate
complaints.
Sales promotion can enable a manufacturer to obtain extra shelf space for a temporary
period.
Compare and contrast qualitative and quantitative message research.
Data miners look for revealing relations among the variables contained in the a
database.
The preemptive creative style is a clever strategy when a meaningful superiority claim
is made because it effectively precludes competitors from saying the same thing.