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Targeting implies precision and _____.
a. efficiency of effort
b. efficiency of placement
c. efficiency of promotion
d. efficiency of advertising
e. efficiency of pricing
What can marketing communicators do to enhance consumers' motivation to process
brand information?
a. enhance the relevance of the brand to the self
b. enhance curiosity about the brand
c. repeat brand information
d. a and b only
e. a, b, and c
John participated in research in which the interviewer presented him with a magazine
advertisement and asked him if he remembered seeing or reading any part of that
particular advertisement. In fact, John told the interviewer that he had actually read all
of the written material in that particular ad. Which Starch classification will John's
response be placed?
a. noted
b. associated
c. read some
d. read most
e. read all
Why have brand managers customized their own events rather than sponsor events
conducted by another organization?
a. To avoid FTC regulation restrictions
b. Stockholders have demanded it
c. Provides a brand total control over the event
d. Generates more excitement among employees
e. Generates more excitement among consumers
Which of the following is NOT a form of trade allowance?
a. off-invoice allowance
b. bill-back allowance
c. push money
d. slotting allowance
e. All of these are correct.
The _____ is a person or group of people who has thoughts to share with some other
person or group of people.
a. channel
b. source
c. message
d. receiver
e. None of these are correct.
Music has been shown to be effective _____.
a. more often when a fast-pace is used, rather than a slow-pace
b. in influencing product preferences
c. in establishing trust
d. more often when a slow-pace is used, rather than a fast-pace
e. in influencing actual sales
The knowledge, expertise, or skills possessed by an endorser is referred to as _____.
a. credibility
b. trustworthiness
c. attractiveness
d. expertise
e. values
The first step in evaluating sales promotion ideas is to _____.
a. identify the objectives
b. identify the costs
c. state a hypothesis
d. identify the budgeting technique
e. conduct a competitive analysis
Pavlov's experiment is an application of _____.
a. operant conditioning
b. classical conditioning
c. reasoning
d. cognitive dissonance
e. stimulus generalization
Advertising that teaches new uses for existing brands is known as _____.
a. elaboration advertising
b. top-of-mind awareness advertising
c. primary demand advertising
d. usage expansion advertising
e. alternative use advertising
Martin is a politically conservative person who respects authority and the status quo. He
drives a high-end automobile and shops at expensive specialty shops. In terms of the
VALSâ„¢ framework, Martin is a(n) _____.
a. Maker
b. Believer
c. Achiever
d. Experiencer
e. Striver
Margaret Stephens notices the television commercial because of the loud sounds. This
is an example of _____.
a. exposure
b. involuntary attention
c. nonvoluntary attention
d. voluntary attention
e. interpretation
Semiotics is the study of _____.
a. meaning and the analysis of meaning producing events
b. languages
c. sound
d. needs
e. attitudes
A variable that affects the trier class is _____.
a. price
b. television advertising
c. trade shows
d. magazine advertising
e. product satisfaction
Who formulated the PACT principles to remedy the problem of mediocre or flawed
advertising research?
a. advertisers
b. advertising agencies
c. media groups
d. government
e. consumer groups
Which of the following is NOT a characteristic that makes a commercial more
watchable?
a. humor
b. music
c. frequent use of continuous voiceovers
d. fast paced
e. uses celebrities
Outcome-based compensation programs encourages agencies to use whatever IMC
programs are needed to build brand sales.
Of all the marcom tools, sales promotion generally is the most effective and efficient
method for quickly creating brand awareness.
Generally speaking, more prospective customers are reached when a media schedule
uses multiple media rather than a single medium.
Demographics refers to information about consumers' attitudes, values, motivations,
and lifestyles as they relate to buying behavior in a particular product category.
The sales force, retailers, and consumers are targets of sales promotional efforts.
Research has shown that consumers seem to increase their consumption rate of
stockpiled products when the product is convenient to consume compared with when it
requires preparation.
