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All of the following are activities in a salesperson may engage except _____.
a. message customization
b. listening to prospects
c. pitching to journalists
d. demonstrating a product in use
e. communicating with clients
John informs a POPAI interviewer that he intends to purchase a box of Kellogg's Raisin
Bran, but in fact he does not buy any cereal. This case would be classified in the
Consumer Buying Habit Study as a(n) _____.
a. specifically planned purchase
b. generally planned purchase
c. substitute purchase
d. unplanned purchase
e. aborted purchase
The concept of meaning transfer suggests that marketing communicators attempt to
transfer meaning from the culturally constituted world to their brands. Which of the
following is NOT a good illustration of meaning transfer?
a. Company A imprints an insignia of the British flag on its merchandise.
b. Company B advertises that it is a proud sponsor of the Olympics.
c. Company C always includes images of cowboys in its advertisements.
d. Company D claims its automobile tires are the best because its technology is the
most modern in the industry.
e. Company E placing a cancer ribbon on every package.
The use of integrated marketing communications is restricted to the mass media.
The use of two or more sales promotion techniques in combination with one another is
called a(n) _____.
a. overlay
b. tie-in
c. cooperative program
d. integrated program
e. structure mix
The premise underlying geodemographic targeting is that people who _____ also share
demographic and lifestyle similarities.
a. are in the same income category
b. reside in similar areas
c. are of the same age
d. are of the same gender
e. are of the same ethnic group
Which of the following has NOT been a reason for the reluctance to change from a
single-function, specialist model to an IMC model?
a. no way to assess the effectiveness of integration
b. managerial parochialism
c. fear that change might lead to possible budget cutbacks in their areas of control
d. reluctance of agencies to broaden their function beyond the one aspect of marketing
communications in which they have developed expertise and built their reputations
e. fear of reduction in authority and power
The _____ is the U.S. government agency that has primary responsibility for regulating
advertising at the federal level.
a. Food and Drug Administration (FDA)
b. National Advertising Review Board (NARB)
c. Better Business Bureau (BBB)
d. National Advertising Division (NAD)
e. Federal Trade Commission (FTC)
Katherine is a well-educated professional who is well-informed about current affairs.
Although her income allows her many choices, she is a conservative, practical
consumer. In terms of the VALSâ„¢ framework, Katherine would be classified as a(n)
____.
a. Thinker
b. Believer
c. Achiever
d. Experiencer
e. Actualizer
Traditional ad media includes all of the following forms of media except ____.
a. television
b. radio
c. smartphones
d. magazines
e. None of these are correct.
Which is the top rung on the hierarchy of marcom effects?
a. awareness
b. beliefs
c. attitudes
d. expectations
e. brand loyalty
Which company achieves the highest click-through rates for ads online?
a. Twitter
b. Facebook
c. Google
d. Foursquare
e. None of these are correct.
Compared to other age groups, _____ year-olds are the most likely to notice brand
placements in movies and to consider trying the brands seen in films.
a. 10-to-16
b. 16-to-24
c. 25-to-34
d. 35-to-54
e. 55-to-65
Research has found that over 40 percent of juice containers, milk cartons, and other
dairy products contain a smaller amount of product (from 1 to 6 percent less) than the
package labels promise. These are examples of _____.
a. mis-labeling
b. short filling
c. deceptive advertising
d. covert marketing practices
e. packaging fraud
The Bystanders category of Generation X is most likely to contain _____.
a. white males
b. white females
c. female African-Americans and Hispanics
d. male African-Americans and Hispanics
e. male Asian-Americans
Marketing communications'”especially via advertising media'”is critical for getting the
information-dissemination ball rolling. Thereafter, it is _____ that drive the flow of
information about products, services, and brands.
a. sales promotions
b. social interactions
c. Internet communications
d. public relations
e. personal sales
_____ is based on the premise that there is a theoretical optimum range of exposures to
an advertisement with minimum and maximum limits.
a. Effective reach
b. Advertising reach
c. Precise reach
d. Calculated reach
e. Exact reach
_____ advertising enables the user to control the amount or rate of information that he
or she wishes to acquire from a commercial message.
a. Interactive
b. Multi-media
c. CD-ROM
d. Video
e. DVD
Poster-advertising space has historically been sold in terms of _____, which represent
the percentage of the population that is theoretically exposed to an advertiser's billboard
message.
a. cost per thousands
b. ratings
c. shares
d. showings
e. opportunities
A manufacturer of consumer goods has stated the advertising and sales promotion
objective is to increase retail distribution by 25 percent while at the same time has
reduced the sales force size by 20 percent. This objective suffers from _____.
a. not being quantitative and measurable
b. not being internally consistent
c. being too specific
d. expecting too small of a change
e. not being clear
Comparative advertising is particularly effective for promoting brands that _____.
a. are new to the market
b. have technological advances included in their features
c. are in the decline stage of the product life cycle
d. have been introduced to the market with sales promotion
e. possess distinct advantages relative to competitive brands
Which of the following is NOT a limitation of using magazines as an advertising
medium?
a. not intrusive
b. long lead times
c. clutter
d. buying difficulty
e. fewer geographic options
According to the U.S. Census Bureau, people who are 55 and older are classified as
_____.
a. baby boomers
b. mature people
c. middle-aged
d. elders
e. the very old
The two main stages of perceptual encoding are feature analysis and delayed synthesis.
Measuring message effectiveness is not a difficult or expensive task.
A value proposition is the essence of a message and the reward to the consumer for
investing his or her time attending an advertisement.
An individual's mood can influence his or her perception of stimulus objects.
A greater percentage of consumers take advantage of free mail-in offer premiums than
any other type of premium offer.
Public relations efforts should not be aimed at employees.
In Pavlov's experiment, the bell was the conditioned stimulus.
Non-family households constitute nearly one-third of all households.
