Which of the following is a benefit statement that looks to the future and predicts that
something good will happen if you use the product?
A) substantiation
B) claim
C) promise
D) reason why
E) unique selling proposition
Which of the following is NOT considered a consumer category of brand relationship?
A) innovators
B) ex-users
C) first-timers
D) switchers
E) regulars
Which of the following is an example of consumer-generated advertising?
A) Toyota’s presence in online social networks
B) Nike’s Nike Plus running website
C) MasterCard’s use of “Priceless” commercials shot by customers
D) Neiman Marcus’s InCircle Rewards program for its best customers
E) The Lexus Covenant aimed at creating customer delight
The primary function of ________ is to convey the words of the message.
A) typography
B) aesthetics
C) clip art
D) semicomps
E) spot color
Which key component of perception refers to whether a message is seen or heard?
A) selection and attention
B) exposure
C) interest and relevance
D) awareness
E) recognition
What is the most important part of the marketing plan for marcom managers?
A) business objectives
B) perceptual mapping
C) brand strategy
D) insight mining
E) situation analysis
Aziza is responsible for determining the efficiency of an in-store coupon promotion for
a new Cat Care food product. Which of the following would Aziza most likely use?
A) inquiry test
B) recognition test
C) break-even analysis
D) single-source research
E) test marketing
Which of the following is a service that measures audiences for broadcast media?
A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) A.C. Nielsen
Which of the following is used to facilitate internal marketing and provide an
opportunity for management to make a presentation on some major project, initiative,
or issue and invite employees to discuss it?
A) town hall forum
B) press conference
C) trade show
D) media tour
E) pitch group
HearthSong, a catalog marketer of “toys you’ll feel good about giving,” has a Facebook
page that encourages customer conversation about experiences with the company and
its products. This is an example of the use of ________.
A) house advertising
B) brand advertising
C) controlled media
D) uncontrolled media
E) semi-controlled media
Storytelling is one way that copywriters can present action in a television commercial
more powerfully than in other media.
Which of the following statements is FALSE regarding secondary research?
A) It is called secondary because it is information that has been collected and published
by someone else.
B) Much of the secondary research used by advertisers comes from government census
records on the population’s size, geographic distribution, age, income, occupation,
education, and ethnicity.
C) Secondary research found on the Internet is not valid.
D) Trade associations can be a reliable source for secondary research.
E) Secondary research suppliers gather and organize information around specific topic
areas for other interested parties.
Which strategy is designed to focus attention on product differences that are important
to consumers and that distinguish the company’s product from its competitors?
A) product differentiation
B) segmentation
C) feature analysis
D) benchmarking
E) targeting
The cost of outdoor advertising is typically based on a(n) ________, which is a traffic
count of vehicles passing a particular location during a specified period of time.
A) impression
B) showing
C) resonance
D) reach
E) frequency
Which of the following forms of nontraditional media is most limited by a small reach?
A) product placement
B) branded entertainment
C) advertainment
D) mobile marketing
E) guerrilla marketing
A popular comedy show, which is shown on Fox network, had a rating of 4.0 but a
share of 7. Why are these two numbers different?
A) Rating includes all TV households, and share considers only those households that
have their TVs on at that time.
B) Share includes all TV households, and rating considers only those households that
have their TVs on at that time.
C) Rating is provided by Arbitron and share is provided by Nielsen, and both use
different methods for estimating audience size.
D) Rating is provided by Nielsen and share is provided by Arbitron, and both use
different methods for estimating audience size.
E) Rating compares audience size to the entire TV universe, while share compares only
audience size to other network programming.
According to guidelines from the Federal Communications Commission, advertising
messages that appear on ________ do not ask for a purchase or make price or quality
comparisons.
A) online video
B) on-demand programming
C) independent stations
D) public television
E) subscription television
Which of the following examines the effects of various types of executions of the “Big
Idea” developed by the creative team?
A) consumer insight research
B) media research
C) concept testing
D) evaluation research
E) semiotic analysis
Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C) market company
D) market communication
E) market community