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Which of the following is the first step in the classic creative process?
A) ideation
B) brainfag
C) incubation
D) immersion
E) illumination
Strategic planning is a four-tiered process that begins with the ________.
A) marketing plan
B) initial investment
C) business plan
D) brand communication plan
E) SWOT analysis
One goal of integration is ________, making all of the marketing communications work
together so that the whole is greater than the sum of its parts.
A) localization
B) synergy
C) adaptation
D) development
E) standardization
When people are convinced of something, their ________ are expressed as ________.
A) cognitions; values
B) values; motivations
C) motivations; appeals
D) attitudes; beliefs
E) thoughts; emotions
Which of the following is NOT an element of the AIDA model?
A) attention
B) action
C) attitude
D) desire
E) interest
Which of the following is NOT a rational customer-focused selling premise?
A) benefit
B) promise
C) reason why
D) unique selling proposition (USP)
E) resonance
Which of the following is an evaluation tool that involves using two different versions
of an ad in a magazine and then measuring which ad pulls the most responses?
A) wave analysis
B) city-by-city test
C) split-run technique
D) double-source research
E) payout analysis
Which of the following is a form of tension that occurs when there are discrepancies
between what we actually receive and what we thought we would receive?
A) selective satisfaction
B) buyer's remorse
C) adaptation
D) mass desire
E) attribution
Manufacturers may offer a(n) ________ allowance in return for the retailer's agreement
to feature the manufacturer's products in its advertising.
A) display
B) advertising
C) promotion
D) buying
E) loader
A(n) ________ assesses the external and internal environments that affect marketing
operations.
A) situation analysis
B) point-in-time analysis
C) strategic business unit analysis
D) mission statement
E) action plan
________ is the primary method for measuring a newspaper's reach.
A) Audience
B) Readership
C) Showings
D) Circulation
E) Market share
