Ramesh’s Kitchen was a very successful restaurant until it was widely rumored that
bugs infested the rice that it serves. Ramesh’s Kitchen’s popularity has been victimized
by a _____.
a. competitive rumor
b. conspiracy rumor
c. reactive rumor
d. contamination rumor
e. false rumor
Marble Slam Creamery is an ice cream shop that stamps a customer’s card for each
purchase. After five purchases, customers are given a free ice cream. What type of
promotion is this?
a. continuity program
b. premium
c. price-off
d. bonus buy premium
e. add-on premium
In recent years there have been increased efforts on the part of advertisers and their
agencies to locate new media that are _____ than the established media.
a. more geographically dispersed
b. easier to buy, more efficient, and more conducive to audience segmentation
c. less fractionalized and impersonal
d. more relationship oriented
e. less costly, less cluttered, and more effective
When two or more brands enter into a partnership that potentially serves to enhance
both brands’ equity and profitability, _____ has occurred.
a. cross-branding
b. co-branding
c. multi-branding
d. family-branding
e. house-branding
A basic premise of frequency value planning states that _____.
a. advertisers should select a media schedule that generates the most exposure value per
gross rating point
b. a minimum of three exposures to an advertisement is necessary to achieve optimal
effectiveness
c. a minimum of three different media should be used to achieve optimal effectiveness
d. the flighting media schedule is more effective than the other types of scheduling
e. humorous messages are the most effective type of message
New-business selling is characterized by which of the following terms?
a. bird-dogging
b. cold calling
c. canvassing
d. prospecting
e. All of these are correct.
A manufacturer of soap will mail you a beach towel if you mail them a proof of
purchase and $7.00. This is an example of a(n) _____.
a. self-liquidating offer
b. reimbursed premium
c. on-pack premium
d. out-of-store premium
e. in-pack premium
Which of the following is a form of subliminal stimulation?
a. presenting visual stimuli at a very rapid rate by means of a device called a
tachistoscope
b. accelerated speech in auditory messages
c. embedding of hidden symbols in print advertisements
d. a and b only
e. a, b, and c
From the marketer’s standpoint, marcom’s objective is to ultimately affect _____.
a. brand equity
b. brand awareness
c. brand image
d. sales volume and revenue
e. investment
Which type of couponing possesses considerable potential for fraud because consumers
can possibly manipulate the face value or receive multiple copies of a coupon?
a. point-of-purchase coupons
b. online coupons
c. in-pack coupons
d. on-pack coupons
e. FSI coupons
When an ad appears in any location, on any page, at the discretion of the newspaper,
this is known as _____.
a. run of press (ROP)
b. open placing
c. discretionary placement
d. run of paper (ROP)
e. standard advertising placement (SAP)
Nielsen Claritas’ PRIZMNE, a geodemographic marketing service, has grouped U.S.
neighborhoods into 66 clusters and given them descriptive names. The ‘Bohemian Mix’
cluster would be expected to have all EXCEPT which of the following types of
residents?
a. early adopters of products and services
b. urbanites
c. blue-collar workers
d. students
e. liberal people
Typical databases include customers’ buyographic data, and other types of relevant
information (demographic, geographic, and psychographic data).
Which of the following is NOT a function direct mail can accomplish?
a. increase sales from current customers
b. acquire new customers
c. create job opportunities
d. gather customer information
e. generate leads for a sales force
Facebook’s earliest days were highlighted by asking members to choose between photos
of two people to distinguish who was the _____ among the two at Harvard University.
a. smartest
b. hottest
c. dorkiest
d. most likely to succeed
e. richest
A _____ is a name, term, sign, symbol, or design, or a combination of them intended to
identify the goods and services of one seller or group of sellers to differentiate them
from those of competition.
a. trademark
b. market
c. tradename
d. brand
e. guarantee
The best medium to leverage television advertising through the transfer of images is
_____.
a. the Internet
b. radio
c. outdoor
d. magazines
e. newspaper
Which VALSâ„¢ group is the most likely to structure their social lives around their
family, place of worship, and work?
a. Innovators
b. Thinkers
c. Achievers
d. Strivers
e. Makers
Every year, retailers set up elaborate displays for Christmas merchandise. One retailer
set up a display with several children’s books for Christmas. One book offered a free
ornament with the purchase of the book, and the ornaments were in a bin next to the
book display. Consumers purchasing the book could also take an ornament. This is an
example of a(n) _____.
a. self-liquidating offer
b. on-pack premium
c. in-pack premium
d. near-pack premium
e. add-on premium
A song scored on sheet music can receive protection with a _____.
a. patent
b. copyright
c. trademark
d. tradedress
e. design mark
Consumers consider _____ to be the most cluttered of all media types.
a. television
b. radio
c. newspaper
d. magazines
e. billboards
Which of the following encapsulates what a brand is intended to stand for in its target
market’s mind and then consistently delivers the same idea across all media channels?
a. positioning statement
b. contact point
c. relationship statement
d. creative brief
e. creative platform
A(n) _____ uses a comparative term such as ‘like’ or ‘as’ to join items from different
classes of experience.
a. gerund
b. nonsequitur
c. allegory
d. simile
e. metaphor
The three main stages through which an individual becomes an adopter of a new or
even established product are the awareness, trier, and repeater classes.
Sales promotion is effective for encouraging trial purchases.
A brand logo is a graphic design element of a brand.
Describe the concept of continuity, name and describe the three continuity schedules
and give an example of when each would be best utilized.
Marketing communicators in their various capacities rarely are faced with decisions that
have ethical ramifications.
There are now fewer young adults than was the case in prior generations.
The distinguishing characteristic of retail sales is that the customer comes to the
salesperson.
The period preceding and following prime time television is known as fringe time.
Newspapers historically had been the leading advertising medium, but television
surpassed newspapers as the medium that receives the greatest amount of advertising
expenditures.
Selection of target segments is a critical step toward effective and efficient marketing
communications.