Why is the ultimate objective to achieve brand loyal consumers?
a. It is much cheaper to retain present customers than it is to continuously prospect for
new ones.
b. Competitors will go out of business once consumers are loyal to your brand.
c. Switching costs are too high for consumers once they become brand loyal.
d. Brand loyal consumers are a ‘captive audience,’ which reduces marcom expenditures
in the future.
e. Brand loyal consumers are more satisfied consumers.
With which of the points of comparison to traditional media, do social media ‘win’ as
the more advantageous form?
a. reach
b. usability
c. accessibility
d. tenacity
e. stability
Effective reach planning generally leads to using _____ rather than depending
exclusively on television, which is often the strategy when using the GRP metric.
a. sales promotion
b. multiple media
c. several vehicles
d. Internet advertising
e. word-of-mouth
Brand equity from the customer’s perspective consists of _____.
a. brand awareness and brand image
b. brand awareness and brand preference
c. brand image and brand insistence
d. brand image and brand tolerance
e. brand awareness and brand tolerance
Clara’s job responsibilities include the process of creating ad messages, selecting media
in which to place the ads, and measuring the effects of the advertising efforts. Clara is
involved in _____.
a. marketing management
b. message management
c. marcom management
d. communication management
e. advertising management
Companies’ databases of customers often contain R-F-M data. The R stands for _____.
a. retention rate
b. referral rate
c. registration
d. responsiveness
e. recency
In general, there are four combinations of advertising and price elasticities. Which of
the following is NOT one of the combinations?
a. grow volume via price discounting
b. increase advertising and/or discount prices
c. maintain the status quo
d. build image via increased advertising
e. decrease prices and advertising expenses
_____ occur when the advertising agency comes up with a good, creative execution, but
this cannot make up for the absence of a convincing value proposition.
a. Successful campaigns
b. Marketing mistakes
c. Agency mistakes
d. Complete disasters
e. Successful executions
Rocko’s is a sandwich shop located just off an exit of a heavily traveled interstate. The
owner would like to purchase billboard advertising on the interstate just before the exit,
wants to achieve a consistent and relatively permanent presence on this heavily traveled
interstate, and is willing to commit to a multi-year period for this advertising. Which
type of billboard advertising should he purchase?
a. 8-sheet poster
b. 20-sheet poster
c. 30-sheet poster
d. painted bulletin
e. permanent bulletin
The two forms of search engine advertising available to online advertisers are _____.
a. wired and wireless
b. keyword-matching and content-targeted
c. primary and secondary
d. Internet and intranet
e. Internet and ethernet
Individuals, or organizations of individuals, who either recruit the services of actual
retailers to serve as conduits through which coupons are misredeemed, or operate phony
businesses that exist solely for the purpose of redeeming huge quantities of illegal
coupons are known as _____.
a. clearinghouses
b. professional misredeemers
c. couponing middlemen
d. retail-oriented misredeemers
e. misredemption centers
Which point of view asserts that it is unsuitable to use sales as the objective for a
branded product’s marcom effort?
a. traditional view
b. common view
c. communications view
d. heretical view
e. revolutionary view
The idea that ‘context matters,’ and that not all touch points are equally effective, has
been termed _____ by marcom practitioners.
a. synergy
b. media mix
c. awareness generation
d. engagement
e. contact
A strength of radio advertising is _____.
a. the ability to reach segmented audiences
b. the ability to reach prospective customers on a personal and intimate level
c. low cost per thousand
d. short lead-times
e. All of these are correct.
Compared to broadcast advertising, _____ does not deal with customers as a mass but
rather creates individual relationships with each customer or prospective customer.
a. lifetime analysis
b. data mining
c. direct advertising
d. indirect advertising
e. niche advertising
When activities are undertaken by receivers to interpret marketing messages, this is
known as _____.
a. encoding
b. decoding
c. noise
d. feedback
e. message channel
Which of the following is an activity performed in developing the media strategy?
a. selecting the target audience
b. specifying media objectives
c. selecting media categories and vehicles
d. buying media
e. All of these are correct.
Levi’s 501 and 502 jeans are advertised as casual clothes for fashion-conscious young
people. In comparison, J.C. Penney advertises their Plain Pockets as no-nonsense and
more economical than the name brands. J.C. Penney is practicing what type of
advertising style?
a. resonance
b. unique selling proposition
c. brand image
d. emotional
e. generic
For the most part, the willingness of advertisers to make significant monetary
investments in celebrity endorsers for their products has been justified.
The Federal Trade Commission (FTC) recently passed a ruling that prohibits the use of
slotting fees in the marketing of food products.
The emotional style can be used when advertising virtually any brand, but it is best not
to appeal to negative emotions.
An attribute for a brand of automobiles might be engine performance.
Encoding involves activities undertaken by receivers to interpret-or derive meaning
from-marketing messages.
Intense stimuli increase the probability of attracting attention.
The merchandising function is served when POP displays enable retailers to utilize
floor space effectively and boost retail sales by assisting customers in making product
and brand selections.
Polk’s Sausage wants to develop a promotion that will enhance and reinforce this
brand’s image. Name and describe consumer promotions that are appropriate for
achieving this objective.
Facebook offers a roadblock ad option which takes over a user’s newsfeed to illustrate a
full-screen video ad.