In a _____ advertising schedule, an equal or relatively equal amount of advertising
dollars are invested throughout the campaign.
a. continuous
b. pulsing
c. plotted
d. dated
e. flighting
It is claimed that video advertising is _____ than comparable print advertising in the
form of brochures.
a. more effective and less expensive
b. less effective and less expensive
c. more effective and more expensive
d. less effective and more expensive
e. None of these are correct.
Which creative style does not focus on product claims or brand images but rather seeks
to present circumstances or situations that find counterparts in the real or imagine
experiences of the target audience, attempting to match ‘patterns’ in an advertisement
with the target audience’s stored experiences?
a. unique selling proposition
b. resonance
c. generic
d. emotional
e. preemptive
In lifetime value analysis, taking the reciprocal of the discount rate and multiplying the
gross profit by the reciprocal will give one the _____.
a. cummulative NPV profit
b. NPV profit
c. discount rate
d. total costs
e. net profit
Blossom is a chain of clothing stores. It recently stopped carrying a line of clothing
because many customers complained about the working conditions of the factories
where that particular brand is manufactured. Blossom no longer carries that line and has
become an advocate of humane working conditions around the world. This is an
example of a(n) _____ marketing public relations strategy.
a. tactical
b. accommodation
c. offensive
d. reactive
e. proactive
Non-family households constitute approximately _____ percent of all households.
a. 18
b. 24
c. 32
d. 45
e. 66
The degree to which a product innovation is perceived as better than existing
alternatives is termed _____.
a. relative advantage
b. compatibility
c. complexity
d. trialability
e. observability
_____ refers to the honesty, integrity, and believability of a source.
a. Trustworthiness
b. Attractiveness
c. Credibility
d. Values
e. Expertise
Which of the following is an advantage of social media?
a. privacy
b. censorship
c. two-way dialogue
d. babble
e. lost productivity
_____ is when a coupon for one brand is promoted by another brand.
a. Cross-promotions
b. Bridging
c. Cross-bridge
d. Overlay
e. Crossruffing
Renee is selecting the target audience, specifying media objectives, selecting media
categories and vehicles so that media buyers can then purchase media for her agency’s
client. Renee is developing the _____.
a. advertising strategy
b. marketing strategy
c. media strategy
d. message strategy
e. tactical strategy
Event sponsorship generally does NOT incorporate _____.
a. public relations
b. advertising
c. promotion
d. point-of-purchase merchandising
e. All of these can be incorporated.
The concept of brand equity is considered from which perspective?
a. from the perspective of the organization that owns the brand
b. from the vantage point of the customer
c. from the perspective of the other brands in the product category
d. a and b only
e. a, b, and c
Julie and her department are responsible for making brand-level fundamental and
implementation marcom decisions. What are the expected outcomes of these decisions?
a. increasing sales and profits
b. enhancing brand awareness and attitudes
c. enhancing brand equity and affecting behavior
d. increasing purchase intentions and affecting behavior
e. enhancing brand equity and increasing brand awareness
In general, novel messages are _____.
a. unusual
b. distinctive
c. unpredictable
d. All of these are correct.
e. None of these are correct.
The ultimate goal of integrated marketing communications is to _____.
a. increase brand awareness
b. affect the behavior of the targeted audience
c. learn how to outsell the competition
d. lower production costs
e. All of these are correct.
Interactive marketing communications, or simply IMC, is the philosophy and practice
of carefully coordinating a brand’s sundry marketing communications elements.
Explain the significance of the theory of psychological reactance.
Market Research Corporation of America provides cost per thousand information for
many magazines.
In the VALSTM classification system, Thinkers are well-educated professionals who are
well-informed about current affairs.
Marketing communications play an important role for all companies.
The only effective way for marketers to handle a commercial rumor is to ignore it.
According to the three-exposure hypothesis, it is best to use three different mediums to
maximize advertising effectiveness.