A brand has a target audience consisting of 80 million households. Television
commercials for the brand are aired 40 times during a four-week period, which
produces 600 gross rating points. The net coverage, or unduplicated audience, is 60
million households. The computed reach is _____.
a. 15
b. 32
c. 40
d. 75
e. 80
Assume that an advertising campaign reaches 60 percent of the target market. The
target market was reached 6 times on average. The GRP would be ____.
a. 10
b. 36
c. 66
d. 360
e. 3600
Diminished effectiveness of advertising as GRPs accumulate over time is referred to as
_____.
a. burnout
b. wearout
c. decay rate
d. overexposure
e. irritation
Phone cards are attractive promotions to managers because they _____.
a. are perceived as useful by consumers
b. provide an inexpensive promotional tool
c. are lightweight and easy to mail
d. are useful for collecting consumer information
e. All of these are correct.
As a brand’s equity increases, its elasticity of demand _____.
a. becomes less elastic
b. becomes more elastic
c. becomes less inelastic
d. remains constant
e. increases
There are two factors that determine whether information or emotion is emphasized in a
brand’s package. They are _____.
a. nature of the product category and consumer behavior
b. competitive strategy and market share
c. profit goals and target market characteristics
d. stage in the product life cycle and rate of diffusion
e. other marcom tools being used and target market adopter category
Point-of-Purchase displays accomplish which of the following for consumers?
a. extend the amount of time spent in the store
b. deliver useful information and simplify the shopping process
c. reinforce the brand image
d. encourages more rational purchase behavior
e. All of these are correct.
The criticism that the percentage-of-sales budgeting technique is not logical is based on
the idea that _____.
a. sales volume cannot be estimated accurately
b. it results in excessive amounts of funding being invested in advertising
c. it confuses objectives with goals
d. it reverses the true functional relationship between advertising and sales
e. advertising effectiveness cannot be measured
Humor _____.
a. enhances the likelihood that the brand is perceived positively, but not the
advertisement
b. can be used in the same way from one region of a country to another
c. offers an advantage over nonhumor at increasing persuasion
d. enhances source credibility
e. is more successfully used with established rather than new products
What factor has retarded the growth of the out-of-home (OOH) industry and has
prevented many advertisers from investing heavily in this medium?
a. lack of measurable audience data
b. nonselectivity
c. short exposure time
d. environmental concerns
e. high cost per thousand
A certain manufacturer describes its product as ‘the Cadillac of swimming pools.’ In this
advertising message, the relationship between the car and the pool is a type of _____.
a. sign
b. signal
c. simile
d. metaphor
e. allegory
James is driven by technology and success at work. He is single and finds little time for
social interests and prefers to focus on climbing the career ladder. Which of the
MindBase segments best describes James?
a. Up & Comers
b. Aspiring Achievers
c. Individualists
d. New Traditionalists
e. Renaissance Masters
Marian is concerned with the preservation and enhancement of her family and friends.
She is honest, loyal, and helpful. She possesses the _____ value.
a. benevolence
b. universalism
c. conformity
d. self-direction
e. security
_____ refers to the fact that the Internet user has control over the flow of information.
a. Individualization
b. Interactivity
c. Interruption
d. Integration
e. Internalization
Which factor largely accounts for the effectiveness of proactive marketing public
relations?
a. additional exposure
b. newsworthiness
c. credibility
d. efficiency
e. wide exposure
Whatever the measure chosen, any effort to meaningfully assess marcom performance
necessitates having data that are _____.
a. short-term and long-term
b. communication-based and sales-based
c. representative and normal
d. normal and bi-modal
e. reliable and valid
A magazine ad for Absolute vodka received a score of 140. What does this mean?
a. That particular ad scored 140 percent above comparable ads.
b. That particular ad scored 40 percent above comparable ads.
c. The percentage of respondents who read half or more of the written material in the ad
was 40 percent.
d. The percentage of respondents who recalled seeing the ad was 40 percent.
e. That particular ad is capable of generating market-share gains of 40 percent.
A positioning statement that reflects a brand’s competitive advantage and motivates
consumers to action _____.
a. promotes competitors
b. is a winner
c. is a loser
d. is ‘swimming up the river’
e. is ineffective
The substantial increase in brand placements on TV has been concurrent with the
growth of _____ television programming.
a. infomercial
b. cable
c. reality
d. crime-drama
e. sitcom
Research indicates that there is some evidence that FSIs also perform a(n) _____
function.
a. point-of-purchase
b. public relations
c. advocacy
d. advertising
e. personal selling
Which of the following is NOT a benefit of regulation?
a. Consumer choice among alternatives is improved when consumers are better
informed in the marketplace.
b. Product quality tends to improve in response to consumers’ changing needs and
preferences.
c. Unintended side effects are minimized with regulation compared to without it.
d. Reduced prices resulting from a reduction in a seller’s ‘information market power.’
e. All of these are benefits.
Advertisers typically purchase painted bulletin billboards _____.
a. for a one- to three-year period
b. for a five- to ten-year period
c. on a monthly basis
d. for a three-month period
e. for a six-month period
Which of the following channel member benefits the least from a scan-verified trade
promotion?
a. manufacturer
b. retailer
c. consumer
d. wholesaler
e. broker
The four features of the VIEW model that can be used to evaluate a particular package
are _____.
a. visibility, innovation, emotional appeal, and workability
b. visibility, information, emotional appeal, and workability
c. visibility, information, effectiveness, and workability
d. visibility, information, emotional appeal, and warehousing
e. visibility, innovation, effectiveness, and workability
General Mills is introducing a new line of barbecue sauce, and grocery retailers are
requiring that General Mills pay them a per-store fee for their willingness to handle the
new product. This fee is known as a _____ fee.
a. placing
b. purchasing
c. selling
d. slotting
e. security
Companies are able to avoid the clutter inherent in advertising media by attaching their
names to special events and causes.
E-zines tend to focus on traditional issues, such as family and religion.
Define the terms reach and frequency, and explain why an advertiser would be
interested in maximizing reach at the expense of frequency.
Gross ratings points (GRPs) are calculated by dividing reach by frequency.
Price-off labels may be used on new brands.
The best medium, or combination of media, is determined by counting advantages and
limitations.