This characteristic of a completed promotion program can best be assessed by
determining the total units of the promoted item that were sold during the promotion
period.
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. effectiveness
It is possible to translate the idea of advertising ‘strength’ into numerical values by
capitalizing on the concept of _____.
a. advertising elasticity
b. return on investment
c. share of market
d. advertising variance
e. competitive analysis
One trait shared by the world’s strongest brands is that the brand’s managers understand
what the brand means to _____.
a. the news media
b. competitors
c. customers
d. them
e. stock analysts
Research has found that click-through rates (CTRs) are a function of _____.
a. interactivity
b. brand familiarity
c. price
d. the amount of information
e. the color in the ad
In considering celebrity endorsers, brand managers must perform _____ to determine
whether a more expensive celebrity can be justified in terms of a proportionately greater
return on investment.
a. qualitative research
b. Q-rating tests
c. a cost-benefit analysis
d. a credibility analysis
e. a focus group
How can companies add value to their offerings?
a. innovating
b. improving quality
c. altering consumer perceptions
d. a and b only
e. a, b, and c
Describe who uses the Yellow Pages and why they use them, and explain how the
yellow pages differ from other advertising media.
A strength of newspaper advertising is the _____.
a. lack of clutter
b. ease of buying for national advertisers
c. ability to reach specific groups of consumers effectively
d. excellent reproduction quality
e. flexibility
In contrast to advertising, which typically, though not always, is relatively long term in
orientation and best suited to enhancing buyer attitudes and augmenting brand equity;
promotion is more short-term oriented and capable of influencing _____.
a. awareness
b. intentions
c. knowledge
d. perceptions
e. behavior
Which of the following is NOT a factor accounting for the growth of sponsorships?
a. Avoids the clutter inherent in advertising media.
b. Helps companies respond to consumers’ changing media habits.
c. Allows companies to avoid regulatory restrictions placed on other media.
d. Helps companies gain the approval of various constituencies.
e. Enhances a brand’s equity through relationships forged between a brand and a
sponsored event.
_____ includes any method used to deliver an actual- or trial-sized product to
consumers.
a. Couponing
b. Testing
c. Premiums
d. Test marketing
e. Sampling
Marketers are concerned with intellectual property because they wish to protect _____.
a. brand assets
b. actual ideas
c. revenue
d. corporate secrets
e. All of these are correct.
What is the best recommendation for a brand that has a relatively low share of market
and competitors have a relatively high share of voice?
a. Increase advertising expenditures to defend position.
b. Find a defensible niche and decrease advertising expenditures.
c. Attack with a large share of voice premium over all competitors.
d. Maintain a modest advertising spending premium over competitors.
e. Cut all advertising expenditures.
The owner of a new pizzeria set the following marcom objective: ‘Make consumers
aware of this new restaurant.’ This objective suffers from _____.
a. being unrealistic
b. not being quantitative and measurable
c. not being internally focused
d. being externally focused
e. being too specific
The XYZ Brewery Corporation undertook an advertising campaign which appeared to
encourage pre-legal-drinking-aged teenagers to consume its high-powered malt liquor.
The FTC can take action against XYZ on grounds that the advertising campaign is in
violation of the _____ doctrine.
a. substantiation
b. ethics
c. unfairness
d. responsibility
e. deceptive
The Starch classification that consists of the percentage of people who remembered
having previously seen the advertisement in the issue being studied is known as _____.
a. noted
b. associated
c. influenced
d. read some
e. read most
Which is generally regarded as the most sensible and defendable advertising budgeting
method?
a. percentage-of-sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. comparative method
Pinterest is for sharing _____.
a. status updates
b. opinions
c. images
d. songs
e. text messages
When a consumer finds something in an endorser that they consider attractive,
persuasion occurs through an identification process.
Sampling is useful for reinforcing brand image by offering an immediate reward to
consumers.
The Believers is the VALSTM group that is least likely to do gourmet cooking.
Facebook ads achieve click-through rates far higher than those of Google ads.
Feature articles are detailed descriptions of products or other newsworthy programs that
are written by a public relations firm for immediate publication or airing by print or
broadcast media or distribution via appropriate Internet sites.
Retailers like price-off promotions.
A brand’s name is the central idea that encapsulates a brand’s meaning and
distinctiveness relative to competitive brands in the product category.
When evaluating promotions, efficiency represents a promotion’s cost-per-thousand.
Noise is the stimuli that interfere with, or interrupt the reception of, the message in its
pure and original form.