Most personal computers purchased by households are acquired primarily to assist
children in their school work. In referring to its brand of PC, one computer company
came up with the clever advertising line ‘The teacher’s aid.’ This line is the only notable
aspect of the company’s advertising. What creative style is the company employing?
a. preemptive
b. unique selling proposition
c. resonance
d. brand image
e. emotional
The phrase “love is like a rose” is an example of a(n) _____.
a. simile
b. metaphor
c. allegory
d. nonsequitur
e. gerund
Which of the following is an implementation decision in the brand-level marcom
decision process?
a. targeting
b. mixing elements
c. budgeting
d. positioning
e. setting objectives
One important factor that has led more firms to perform research and acquire data to
determine whether implemented marcom decisions have accomplished the objectives
they were expected to achieve is _____.
a. increasing demand for accountability
b. rapidly changing consumer tastes and preferences
c. changing economic conditions
d. increasing marcom expenses
e. less reliance on outside agencies to perform the marcom function
Julie tells a POPAI interviewer that she intends to purchase yogurt but does not specify
a particular brand. She purchased Yoplait yogurt. This case would be classified in the
Consumer Buying Habits Study as a(n) _____.
a. specifically planned purchase
b. generally planned purchase
c. substitute purchase
d. unplanned purchase
e. impulse purchase
Ad advertisement for Imodium A-D anti-diarrheal medicine compares having to take
two pills to several spoonfuls of the ‘pink stuff.’ Which type of comparative
advertisement is this?
a. direct
b. indirect
c. subtle
d. inoffensive
e. stealth
Marketing communicators _____ meaning and create associations for their brands by
connecting them with other objects that already possess well-known meaning.
a. promote
b. locate
c. leverage
d. advertise
e. obtain
Advertising strategy formulation involves which activity?
a. setting objectives
b. devising budgets
c. message creation
d. media strategy
e. All of these are correct.
Which VALSâ„¢ group is the most likely to drink domestic beer?
a. Experiencers
b. Believers
c. Innovators
d. Survivors
e. Strivers
Owners of Sun Buns, Incorporated, a new beach-side California baker, want to make
sure that consumers are aware of their baked goods, but they also want to persuade
consumers that their products are more nutritious than competitive brands. Their ads
will be designed to move consumers from the awareness state of the
hierarchy-of-effects model to what stage?
a. brand loyalty
b. trial
c. expectation
d. unawareness
e. preference
The primary difference between trade salespeople and missionary salespeople is that
trade salespeople sell _____ direct customers while missionary salespeople sell _____
direct customers.
a. through; for
b. for; through
c. to; from
d. from; to
e. there is no difference between trade and missionary salespeople
Why is it doubtful that blogs represent a major advertising opportunity?
a. The blogosphere is regulated by the Federal Trade Commission and currently does
not allow commercial advertisers to participate.
b. The blogosphere is regulated by the Federal Communications Commission and
currently does not allow commercial advertisers to participate.
c. It is too expensive.
d. Advertising is often perceived as less than fully objective and is seen by many as an
intrusion.
e. Not enough consumers participate in blogging to make it economical for advertisers.
The theory of reasoned action proposes that all forms of planned and reasoned behavior
have two primary determinants: _____ and _____.
a. motivation; normative influences
b. attitudes; normative influences
c. attitudes; value-expressive influences
d. attitudes; informational influences
e. motivation; informational influences
For a given level of expenditure, there is no way of determining the mathematical
optimum allocation between advertising and promotion because _____.
a. advertising and promotions are somewhat interchangeable
b. advertising and promotions produce a synergistic effect
c. advertising is appropriate for early stages of the product life cycle, and promotion is
more appropriate during later stages
d. they are somewhat interchangeable and produce a synergistic effect
e. None of these are correct.
Buzz-building efforts for new products require _____ who are willing to talk about a
new product, share their product-usage experience with others, and who, by virtue of
their inherent persuasiveness, influence others to also become product users.
a. messengers
b. advertisers
c. marketing managers
d. salesmen
e. executives
Which technique is increasingly being used to assess the relative effect each program
element has compared to the effects of other elements?
a. marketing-mix modeling
b. structural equation modeling
c. marketing optimization modeling
d. multidimensional scaling
e. calibration modeling
As part of the socialization process in all cultures, people acquire a _____.
a. norm of engagement
b. norm of reciprocity
c. norm of awareness
d. norm of cognition
e. norm of complacency
Wheaties’ claim that it is the “cereal of everyday champions” exemplifies the use of a
simile.
A potential downside for the host brand with respect to ingredient branding is that the
equity of the ingredient brand might be so great that it overshadows the host brand.
Increasing gross rating points (GRPs) directly translates into better performance for a
brand.
Research shows that users of yellow pages tend to have relatively low household
incomes.
What advice would you give a manufacturer that wanted to avoid paying slotting
allowances?
Objectives for a particular element of a marcom program should be determined
independently from objectives set for other marcom components.
Brands with lower market share require fewer advertising exposures to achieve minimal
levels of effectiveness.
If the media schedule for a brand yields 210 gross rating points and reaches 70 percent
of the market, the frequency would be 3.
Almost all retailers welcome everyday low pricing.
A manufacturer’s objective for using trade-oriented sales promotion could include
building retail inventories.