In addition to the content of communications, the _____ of the communication can also
be used as an approach to handling objections.
a. form
b. channel
c. receiver
d. sender
e. noise
Gina went to a drugstore for a bottle of shampoo. She walked past a point-of-purchase
display for Jhirmack shampoos and conditioners, ignored a price-off coupon for Prell,
and went directly to the shelf display for the brand she always purchases’”Johnson &
Johnson’s Baby Shampoo. Chances are, Gina’s decision is driven most by which attitude
component?
a. cognitions
b. affect
c. message arguments
d. peripheral cues
e. opportunity
Databases enable contacts with present or prospective customers who can be accessed
by companies whose databases contain p- and e-mail addresses along with other
pertinent data such as demographic information. This is called ____.
a. psychographics
b. buyographics
c. addressability
d. biographical data
e. flexibility
Chick-fil-A’s kids’ meals often have games on the bag that the meal comes in. The
games on the bag is an example of a(n) _____.
a. self-liquidating offer
b. on-pack premium
c. near-pack premium
d. mail-in offer
e. game
Kellogg’s, a manufacturer of breakfast cereals, wants to help educate children about
healthy lifestyles. The company has developed a teaching resource for elementary
school teachers to use in their classrooms to help children learn the basics of a healthy
diet and how breakfast (which includes cereal, of course) fits into that lifestyle. This is
an example of _____ marketing public relations.
a. proactive
b. reactive
c. defensive
d. tactical
e. strategic
The ‘action’ in CPA refers to determining _____.
a. the number of users who actually click on an ad
b. the number of users who actually visit a brand’s website
c. the number of users who actually purchase the advertised brand
d. a and b only
e. a, b, and c
Maria purchased a new brand of frozen waffles that had a high value coupon on the
package. She had to cut the coupon out to use it on her next purchase of these waffles.
Which type of reward did Maria get?
a. delayed
b. hedonic
c. conditional
d. unconditional
e. immediate
Repeat purchasing is a function of _____.
a. advertising
b. price
c. distribution
d. product satisfaction
e. All of these are correct.
Letters, postcards, programs, calendars, folders, and catalogs are all examples of _____.
a. indirect marketing
b. indirect advertising
c. direct mail advertising
d. e-mail advertising
e. database marketing
The _____ says that sales volume, or quantity, typically increases when prices are
reduced, and vice versa.
a. elasticity model
b. sales-price curve
c. law of inverse demand
d. converse sales law
e. sales demand equation
Val-Pak Direct Marketing Systems _____.
a. measures the effectiveness of newspaper advertisements
b. manufactures point-of-purchase displays
c. distributes free standing insert coupons
d. is an advertising agency
e. is a cooperative program for distributing coupons via direct mail
The idea of surrounding the customer or prospect with a brand’s marcom messages, or
that a brand’s touch points should be everywhere the target audience is, is known as
_____.
a. consumer-oriented marketing
b. the media-neutral approach
c. 360-degree branding
d. the rotation principle
e. event marketing
The second step for calculating the return on investment for a sampling is _____.
a. defining objectives
b. determining the total cost for the sampling
c. calculating the number of converters needed for the sampling program to break even
d. conducting a competitive analysis
e. calculating the profit per unit
Compaq, Acura, and Lexus are names created from _____, which are the semantic
kernels of words.
a. adverbs
b. phonemes
c. synonyms
d. morphemes
e. compounds
As a stimulus becomes more familiar, people become desensitized to it, which is
referred to as _____.
a. concretization
b. habituation
c. exemplaration
d. wearout
e. contextualization
Sponsored e-mail that distributes free magazine-like publications is known as _____.
a. e-pubs
b. e-zines
c. e-books
d. blogs
e. podcasts
It is relatively simple to measure outdoor advertising’s audience.
All promotion techniques provide consumers with rewards.
Elasticity is a measure of how responsive quantity demanded is to changes in marketing
variables such as price and advertising.
Explain why physical attractiveness and similarity are important.
Brand positioning is an essential preliminary activity, or fundamental decision, to
developing a successful marcom program.
Opt-in e-mailing is the practice of marketers asking for and receiving consumers’
permission to send them messages on particular topics.
Stimuli that cannot be perceived by the conscious senses (i.e., subliminal) cannot have
any effect.