________ are simply rules learned through social interaction that specify or prohibit
certain behaviors.
A) Norms
B) References
C) Values
D) Attitudes
E) Motivations
Which of the following describes the effect of a grocery shelf filled with packages that
prominently display a brand’s name or logo?
A) billboarding
B) environmental design
C) premium
D) merchandising
E) publicity
Truly understanding the consumer is the goal of ________.
A) brand experience research
B) competitive analysis
C) media research
D) consumer insight research
E) evaluation research
A ________ layout combines lots of elements to deliberately create a busy image.
A) dominant type
B) circus
C) panel
D) nonlinear
E) circular
A ________ is a type of sweepstakes with a longer time frame.
A) game
B) contest
C) premium
D) swag
E) specialty
Newspapers, magazines, brochures, and other printed surfaces are known as ________
media vehicles.
A) broadcast
B) narrowcast
C) print
D) directional
E) interactive
Historically, ________ media has referred to gaining mentions in the news media
through public relations.
A) traditional
B) owned
C) interactive
D) earned
E) primary
In which type of evaluative research are consumers asked to join a panel and allow their
actual purchases to be tracked?
A) memory tests
B) persuasion tests
C) likability tests
D) inquiry tests
E) scanner research
V-8, a brand of vegetable juice, wanted to determine if viewers understood the health
benefit message the company was trying to convey in a new series of television
commercials. V-8 conducted research in which consumers were brought to a research
center to view a pilot television show in which an unreleased version of the V-8 ad
appeared. Several other ads appeared during the 30-minute television program, and
after viewing the show, participants were given a survey regarding their attitudes
toward all of the ads they had seen. Five different groups saw the same program and
ads, except the V-8 ad was different for each group. What type of research is this?
A) secondary research
B) concept testing
C) semiotic research
D) association testing
E) expert panel research
When using a ________ in setting objectives, a planner uses a comparable effort, such
as a similar product or prior campaign, to set a logical goal.
A) baseline
B) target
C) benchmark
D) schedule
E) platform
Fraudulently using a company’s identity to send out spam is known as ________.
A) copy-cat advertising
B) vampire advertising
C) phishing
D) spying
E) spoofing
Which of the following refers to the use of special computerized programs that use
random dialing, making it possible for telemarketing companies to call anyone, even
those with unlisted numbers?
A) opt-in telemarketing
B) opt-out telemarketing
C) cold calling
D) conversion calling
E) predictive dialing
The use of focus groups is an example of ________ research methods.
A) secondary
B) ethnographic
C) quantitative
D) experimental
E) qualitative
Mean Jeans is a brand of durable and fashionable jeans marketed to 14-to-24-year-old
boys and men. In the data analysis process, an account planner for Mean Jeans
discovers that the total amount of money spent on jeans by all 14-to-24-year-old males
has decreased by 8% in the past year. This represents a(n) ________ problem.
A) preemptive
B) insight
C) perceptual
D) category sell
E) competitive sell