As promotion manager for a candy bar manufacturer, your objective is to create a sales
promotion that will provide consumers with an immediate reward while achieving a
repeat purchase objective for your company. Which of the following would effectively
serve these purposes?
a. mail-in offer
b. contest
c. sweepstakes
d. bonus pack
e. sample
Consumers learn how good (or bad) a brand is and what benefits it is (in)capable to
delivering by trying and using a brand. Which approach to enhancing brand equity is
this known as?
a. message-driven approach
b. leveraging approach
c. trial-and-error approach
d. speak-for-itself approach
e. initial approach
In a sales presentation, Jerry asks the prospect, ‘How much would you save if our
company could help you reduce errors by 75%’? Jerry is using a _____ question in the
SPIN method.
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
The self-regulatory monitoring of children’s television programs and commercials is
done by the _____.
a. FTC
b. FDA
c. NAD
d. CARU
e. NARB
A _____ is everything that one company’s particular offering stands for in comparison
to competitors’ offerings.
a. trademark
b. logo
c. symbol
d. brand
e. sign
Product releases are typically published in the _____ section of a publication.
a. news
b. business
c. product
d. editorial
e. business and product
_____ allows users to send and receive text messages on their mobile phones of up to
160 characters in length.
a. Hot spot technology
b. Tex-Mex Technology
c. Podcasting
d. Short Message Technology (SMS)
e. Blogging
Media-software programs allow the user to evaluate all major advertising media
categories and subcategories and to find optimum schedules based on selecting multiple
vehicles from within a single advertising medium and combining plans across multiple
media.
Tide laundry detergent is a well known brand that sells for approximately $8.00 for a 64
ounce bottle, and Procter & Gamble usually sells 2 million of these sizes each year. An
average private label store brand costs $6.00 for the same size, and typically 1 million
are sold each year. What is Tide’s revenue premium?
a. $2.00
b. $1 million
c. $6 million
d. $10 million
e. $16 million
A provider of national radio network ratings is _____.
a. Arbitron’s RADAR
b. Bruzzone Research Company
c. Nielsen Media Research
d. Experian Simmons
e. GfK Mediamark Research
A color that suggests coolness and refreshment is _____.
a. blue
b. red
c. orange
d. green
e. yellow
Which of the following is an argument against using sales as the objective for a branded
product’s marcom effort?
a. A brand’s sales volume during any given period is the consequence of a host of
factors in addition to marcom efforts.
b. Marcom’s effect on sales is typically delayed.
c. Marcom agency compensation formulas are based on media commissions, not a
brand’s sales.
d. a and b only
e. a, b, and c
Which of the following terms serves as a summary means for describing all forms of
marketing focus?
a. product
b. brand
c. communication
d. promotion
e. integration
Betty Franks agrees with the message in an advertisement for a political candidate. This
is an example of _____.
a. planned arguments
b. policy arguments
c. antiarguments
d. supportive arguments
e. counterarguments
Harriet is a marcom manager who asserts that using sales as the objective for a branded
product’s marcom effort is unsuitable because she feels that sales are a function of other
factors in addition to marcom efforts. Harriet is espousing which view?
a. traditional view
b. common view
c. heretical view
d. revolutionary view
e. middle-of-the-road view
One facet of ad creativity, appropriateness, means that _____.
a. an advertisement does not offend the target audience
b. an advertisement wins creativity awards from advertising trade associations
c. an advertisement offers a useful solution to a marketing problem
d. the methods, techniques, and copy are novel for the product category
e. it is typical of advertisements for that product category
Which of the following is NOT true regarding slotting allowances?
a. They are a form of bribery.
b. In certain respects, they are a legitimate cost of doing business.
c. They are an entry fee for getting a new brand into a grocery chain’s distribution
center.
d. They are also called stocking allowances or street money.
e. Fees are consistent across retailers.
The number of times, on average, during the media-planning period that members of
the target audience are exposed to media vehicles that carry a brand’s advertising
message is referred to as _____.
a. scope
b. spread
c. frequency
d. reach
e. gross rating point
Managers of Kibbles ‘˜n Bits brand of dog food developed the ‘Do Your Bit for Kibbles
‘˜n Bits’ tour that covered 33 U.S. cities during a three-month period. The event
involved having consumers in each of the cities enter their dogs in a competition to
determine which dog would be picked for the brand’s next TV commercial, based on the
quality of tricks the dog would perform to receive Kibbles ‘˜n Bits food. This is an
example of _____.
a. cause-related marketing
b. public relations
c. sales promotion
d. database marketing
e. creating a customized event
Temporary POP displays have an intended lifespan up to six months, while permanent
displays are intended for use for more than six months.
Marketers can enhance consumers’ opportunity to encode information by repeating the
ad on multiple occasions.
Humorous advertisements generally involve the use of incongruity resolution.
Discuss the strengths and weaknesses of radio advertising. Make recommendations for
the types of products and situations in which radio advertising should be used.
Advertisements placed ROP (run of press) means that the ad appears in any location, on
any page, at the discretion of the newspaper.
Customer lifetime value is the net present value of the profit that a company stands to
realize on the average new customer during a given number of years.
As with off-invoice allowance promotion, account-specific marketing directs
promotional dollars to specific retailers.
Brand image can be thought of in terms of the types of associations that come to the
customer’s or consumer’s mind when contemplating a particular brand.
Name and describe the two major forms of billboard advertising.