Ellen owns a restaurant. There were rumors that she uses horse meat in her hamburgers.
This is a _____ rumor.
a. contamination
b. competitive
c. jagged
d. conspiracy
e. planted
Which of the following is a key mechanism for tapping into people’s thoughts and
feelings and is based on the idea that people understand and experience things in terms
of other things?
a. metaphor
b. hypnosis
c. means-end chain
d. laddering
e. analogy
The choice of _____ is, in many respects, the most complicated of all marketing
communications decisions due to the variety of decisions that must be made.
a. celebrity endorser
b. message appeal
c. advertising agency
d. media and vehicles
e. research method
All of the following are characteristics of the salesperson-customer relationship except
_____.
a. level of conflict
b. relative power
c. knowledge of alternatives
d. quality of relationship
e. anticipation of future interaction
A variable that does NOT influence the awareness class includes _____.
a. distribution
b. advertising
c. price
d. coupons
e. free samples
To promote sales and increase consumer awareness of good eating habits, a well-know
cereal manufacturer included on the package an offer for a book entitled Good Eating
and Lifetime Happiness. This book (a $9 value) could be obtained in exchange for only
one proof-of-purchase along with $4.95 shipping and handling. What type of
promotional tool is the company using?
a. out-of store coupon
b. basic-offer premium
c. on-pack premium
d. self-liquidating offer
e. rebate
Which form of advertising only targets those with a known interest in a product?
a. contextual advertising
b. content advertising
c. search advertising
d. behavioral targeted advertising
e. cookie advertising
_____ is a court consisting of 50 representatives who are formed into five-member
panels to hear appeals of NAD cases when an involved party is dissatisfied with the
initial verdict.
a. FTC
b. CARU
c. FDA
d. NARB
e. NAAG
Which of the following is considered a component of the packaging structure?
a. color
b. design
c. physical materials
d. size
e. All of these are correct.
_____ deals with the tactical, day-to-day activities that must be performed to carry out
an advertising campaign.
a. Marketing management
b. Advertising management
c. Advertising strategy formulation
d. Advertising strategy implementation
e. Measuring effectiveness
The basic dimension of brand equity is _____.
a. brand image
b. brand preference
c. brand tolerance
d. brand insistence
e. brand awareness
Which advertising medium simplifies the task of justifying the results of
communications efforts?
a. television
b. radio
c. newspaper
d. magazine
e. direct mail
Which of the following is a problem with coupons distributed in magazines and
newspaper (noninsert)?
a. low redemption rates
b. susceptible to misredemption
c. do not generate much trade interest
d. high redemption rates
e. a, b, and c
Milo is employed by a manufacturer of consumer packaged goods products. His job
entails the planning, creation, integration, and implementation of diverse forms of
marcom, such as advertising, sales promotion, publicity releases, events, etc., that are
delivered over time to a brand’s targeted customers and prospects with the ultimate goal
of influencing or directly affecting their behavior. Milo is performing _____.
a. integrated marketing (IM)
b. marketing communications (marcom)
c. integrated marketing communications (IMC)
d. promotion marketing (PM)
e. integrated promotion management (IPM)
Leigh is a well educated 28 year old and earns a higher income than most people her
age. She would most likely fit into the Generation X category known as _____.
a. Achievers
b. Bystanders
c. Yup & Comers
d. Playboys
e. Drifters
Rob is an outstanding skier who is often called upon by other consumers for advice
about water skis. For this product category, Rob apparently is considered a(n) _____.
a. laggard
b. opinion leader
c. innovator
d. endorser
e. maven
Bruzzone Research Company provides information on consumer recognition of _____.
a. radio commercials
b. magazine advertisements
c. newspaper advertisements
d. outdoor advertisements
e. television commercials
Assume that the target market for a brand advertising in a magazine that reaches 5
million readers is only 3 million consumers. The cost of advertising in this magazine is
$150,000 per 4-color page. The CPM-TM is _____.
a. $33.33
b. $30.00
c. $75.00
d. $50.00
e. $500.00
On a cost per thousand (CPM) basis, the most expensive medium is ____.
a. television
b. radio
c. magazines
d. direct mail
e. newspaper
Explain forward buying and diverting. Who benefits or loses from these practices?
Blue suggests coolness and refreshment.
Sales promotion can be used to offset competitors’ advertising and sales-promotion
efforts.
The F in a company’s R-F-M formula stands for frequency.
Whatever the measure chosen, any effort to meaningfully assess marcom performance
requires having data that are reliable and valid.