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The focus of the ________ consumer response from the Facets Model of Effects is
cueing brand position or leadership.
A) see/hear
B) feel
C) think/understand
D) connect
E) believe
Which measure would be most helpful for determining how well a banner ad achieves
the objective of increasing the number of transactions on a retail website?
A) click-through rate
B) recognition test
C) break-even analysis
D) cost-per lead
E) conversion rate
The Canned Food Association of America wanted consumers to appreciate the benefits
of canned foods. The group's magazine ad depicted a rather shapely, robotic-looking
woman who was very shiny and contrasted with the dark background in the ad. Viewers
had to look closely to learn that the ad was about the benefits of food in cans. Research
indicated that consumers spent more time examining the ad because of its unusual
imagery. On which component of perception was this unusual ad focused?
A) wants and desires
B) selection and attention
C) resonance
D) recognition
E) relevance
The communication brief is the first step in the ________ process.
A) market research
B) perceptual mapping
C) creative
D) insight research
E) SWOT analysis
Through innovations in interactivity called ________, viewers are able to participate in
online advertising or to manipulate online ads by clicking or rolling over parts of the
image.
A) search optimization
B) rich media
C) digital displays
D) social networking
E) micro-blogging
Which of the following best explains the goal of neuromarketers?
A) using subliminal messages to influence consumer decisions
B) collecting data about responses to advertising and products by scanning consumers'
brains
C) observing and tracking consumer behavior on the Internet
D) designing marketing research experiments using the Internet
E) analyzing data from various sources to answer complex "what if" questions
What is the ultimate goal of sales promotion?
A) consumer action
B) brand awareness
C) brand identification
D) intention to buy
E) brand liking
The cost of creating and running the advertisement versus the revenue it generates is
known as ________.
A) reach
B) frequency
C) gross rating point
D) brand communication ROI
E) optimization
Traditional media have recently seen a decline in advertising due to increased
marketing budgets spent on which of the following?
A) television
B) digital billboards
C) newspapers
D) direct mail
E) Internet advertising
You want to determine whether no-smoking policies have impacted employee morale in
the United States among workers in companies that employ fewer than 50 workers in
Fort Wayne, Indiana. Are any secondary data likely available? Why or why not?
Using ________, a campaign is launched in several similar markets at different levels
of media activity, providing the opportunity to compare campaign results.
A) copy testing
B) concept testing
C) test marketing
D) competitive marketing
E) social marketing
Harpo Enterprises maintains the Oprah Winfrey show, a website, and O magazine.
Because Harpo Enterprises practices integrated marketing communications, these
different brand contacts all maintain ________ in design and tone.
A) variety
B) feedback
C) consistency
D) creativity
E) convenience
TREMOR, created by Procter & Gamble, is used to track measurable business results
for ________ campaigns.
A) public relations
B) word-of-mouth
C) sales promotion
D) advertising
E) direct-marketing
Of the following, what is the first major question that should be considered when
designing a survey?
A) What is the best way to sell the product?
B) Which questions should be included?
C) Where should the survey take place?
D) What type of incentive should be included?
E) How can a representative sample of people be interviewed?
