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When a national television advertiser places ads in select geographic markets, this is
termed _____.
a. geographically selected advertising
b. local advertising
c. spot advertising
d. geodemographic advertising
e. network advertising
Pablo owns seven children's clothing stores. He spends $5000 a month on advertising
from August through April. He spends $1000 a month on advertising from May through
July. He is using the _____ advertising schedule.
a. continuous
b. pulsing
c. plotted
d. flighting
e. dated
In using marketing-mix modeling, the finer, or more disaggregated, the data the better
the analysis can be in determining which specific marketing mix elements are most and
least effective in _____.
a. generating awareness
b. creating brand loyalty
c. developing new markets
d. reaching the current target market
e. driving sales
Product and customer knowledge, skills, and availability of alternatives are aspects of
the _____ which affect the effectiveness of selling behaviors.
a. selling behaviors
b. salesperson's resources
c. buying task characteristics
d. salesperson-customer relationship
e. None of these are correct.
What are the two basic types of commercial rumors?
a. Primary and secondary
b. Conspiracy and contamination
c. Positive and negative
d. Strategic and tactical
e. Low level and high level
The concept of effective reach states that fewer exposures to advertisements are
required _____.
a. when humor is used
b. when comparative advertising is used
c. for brands with higher market shares and greater customer loyalty
d. for expensive products
e. for necessities
Extensive research has demonstrated that the two basic attributes contributing to an
endorser's effectiveness are _____.
a. intelligence and credibility
b. attractiveness and intelligence
c. attractiveness and credibility
d. personality and intelligence
e. personality and attractiveness
Which form of message research is concerned with generating insights into and
interpretations of those advertising elements that influence people's response to
advertisements?
a. secondary
b. qualitative
c. quantitative
d. valid
e. reliable
The Standardized Advertising Unit (SAU) system makes it possible for advertisers to
purchase any one of _____ standard ad sizes to fit the advertising publishing parameters
of all newspapers in the United States.
a. 10
b. 28
c. 56
d. 74
e. 100
Aerobics was initially considered a woman's sport, but societal attitudes toward
aerobics have changed and many health clubs are now offering co-ed aerobics classes.
The change in societal attitudes toward men engaging in aerobics represents an
increased _____ for this activity.
a. relative advantage
b. trialability
c. compatibility
d. observability
e. complexity
_____ are ads that appear in a separate window that materializes on the screen
seemingly out of nowhere while a selected Web page is loading.
a. Cookies
b. Banner ads
c. Pop-ups
d. Interstitials
e. Superstitials
Two distinct forms of corporate advertising are _____.
a. image and issue
b. primary and secondary
c. product and service
d. rational and emotional
e. planned and unplanned
Relationships forged between a brand and a sponsored event can serve to enhance a
brand's equity, both by enhancing its image and by _____.
a. reaching the current target market
b. taking the place of advertising in building buzz
c. increasing consumers' awareness of the brand
d. convincing consumers' of the uniqueness of the brand
e. serving as a sales promotion device
Which of the following is NOT a communications activity?
a. source
b. communication objective
c. message
d. stimuli
e. feedback
Which of the following is a universal value?
a. self-direction
b. hedonism
c. achievement
d. benevolence
e. All of these are correct.
Trade promotions are appropriately timed when they are used strategically to offset
competitive promotional activity.
Compare and contrast overlay and tie-in promotions and give an example of each.
Brand names sometimes are made-up names rather than selected from actual words
found in dictionaries.
Discuss three ethical issues in advertising.
Publicity is the major tool of proactive marketing public relations.
Social media turns communication into one-way dialogue.
One thing that has not changed in marketing communication practices is the
dependence on mass media advertising.
Electronic files, called brownies, can track users' online behavior.
