Which of the following is NOT a reason why POP materials go unused by retailers?
a. does not satisfy the retailer’s needs
b. too difficult to set up
c. too small
d. only serves to transfer sales from one brand to another but does not increase the
retailer’s overall sales and profit for the product category
e. not well-constructed
The demand for _____ that is prevalent throughout business necessitates that ads be
tested before they are placed in media, and then again during or after the period in
which they have been printed or broadcast.
a. creativity
b. novelty
c. credibility
d. accountability
e. accuracy
The limit on the number of characters allowed for tweets on Twitter is _____
characters.
a. 75
b. 100
c. 140
d. 160
e. unlimited
Which type of question used during the sales presentation phase asks about difficulties
and challenges the prospect may be experiencing?
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
Advertising makes consumers aware of your brand and promotes a positive image;
_____ serve(s) to consummate the transaction.
a. promotions
b. brand management
c. customer attitudes
d. customer behavior
e. demographics
Which of the following is NOT a VALSâ„¢ segment?
a. Innovators
b. Makers
c. Realists
d. Experiencers
e. Believers
Advertising that is designed to deliver coupons and sweepstakes is performing the
function of _____.
a. informing
b. influencing
c. reminding
d. adding value
e. assisting other company efforts
China has its own version of LinkedIn called _____.
a. LinkedInChina
b. Ushi
c. Bebo
d. CyWorld
e. Youku
Stephanie needs information on consumer recognition of television commercials. She
can get this information from _____.
a. Statistical Research, Inc.
b. Mediamark Research, Inc.
c. Simmons Market Research Bureau
d. Bruzzone Research Company
e. Arbitron
_____ are electronic files that track users’ online behavior.
a. Cookies
b. Banner ads
c. Pop-ups
d. Interstitials
e. Superstitials
Marketplace buzz can be compared to a(n) _____.
a. channel
b. link
c. epidemic
d. network
e. interconnect
Companies have made a number of legitimate responses to environmental problems.
They have been motivated for reasons such as achieving regulatory compliance, gaining
competitive advantage, and _____.
a. being socially responsible
b. being profit motivated
c. being customer conscious
d. being image conscious
e. None of these are correct.
People learn cultural values, form beliefs, and become familiar with the physical
manifestations, or artifacts, of these values and beliefs through _____.
a. marcom
b. media exposure
c. socialization
d. brand awareness
e. active synthesis
In order to avoid paying slotting allowances, a manufacturer can _____.
a. invest in a “pull” strategy
b. invest heavily in R&D to develop meaningful new products
c. refuse to pay them
d. All of these are correct.
e. None of these are correct.
Buick ran a contest that provided entrants with the opportunity to win a new Buick
Lucerne. The ultimate purpose of the contest was to encourage people to visit Buick
dealerships. Of the more than 500,000 entrants to the contest, 3,000 agreed to take a test
drive. This promotion generated a large number of potential Buick purchasers and also
contributed to Buick’s large and expanding _____.
a. brand image
b. geographic reach
c. online brand community
d. new driver segment
e. database
The owners of Sun Buns, a new beach-side baker in California, set the following
advertising objective: ‘Increase awareness of the Sun Buns brand from 45 to 55 percent.’
Which of the following best characterizes this objective?
a. not quantitative
b. unrealistic
c. imprecise
d. specific in terms of the amount of change
e. qualitative
A recent study by the Association of National Advertisers found that among the most
common metrics used for measuring ROMI was _____.
a. change in consumer purchase behavior
b. incremental sales revenue generated by marketing activities
c. increases in S-O-M compared to changes in S-O-V
d. changes in brand loyalty generated by advertising
e. changes in brand image with increased expenditure on sales promotion
Beliefs involve those aspects of product ownership that the consumer either desires to
obtain or avoid.
The use of scanning technology is critical to the implementation of a
pay-for-performance program.
The two general categories of on-premise signs are external and internal.
Name and describe the two general categories of on-premise signage, and list the
functions of on-premise signs.
The ComScore ARS’ Share of Choice method only tests television commercials in
finished form.
Continuity involves the matter of how advertising is allocated during the course of an
advertising campaign.
Increases in sales volume necessarily lead to increased profits.
The effective component of an attitude refers to the evaluative or feeling aspect of an
attitude.
Only a small amount of couponing occurs in France.