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A media strategy that involves high ________ most likely involve creating broad
exposure using many media vehicles, while a strategy involving high ________ is most
likely narrower in focus with a more limited list of media vehicles.
A) continuity, aperture
B) aperture, continuity
C) frequency, reach
D) reach, frequency
E) distribution, reach
Satellite television is a form of ________ television.
A) syndicated
B) underwritten
C) public
D) subscription
E) sponsorship
During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the
first products to use ________.
A) the pulling power of headlines
B) brand names
C) status appeal
D) cultural archetypes
E) integrated marketing communication
Which of the following statements is true regarding print media?
A) Circulation measures the actual readership.
B) Impressions estimate the actual readership.
C) Impressions refer to copies sold.
D) Reach is more important than frequency.
E) Frequency is more important than reach.
You received a phone call one evening from a research company asking about your
television viewing the night before. After confirming that you did watch the program,
the researcher then asked you, "Do you remember seeing a commercial for any fast
food restaurants?" Which type of question is this?
A) recognition
B) unaided recall
C) aided recall
D) unprompted recall
E) prompted recall
Ja'Nelle is part of the planning team conducting a SWOT analysis for FroZenYo, a
chain of frozen yogurt shops. Which of the following research findings would Ja'Nelle
classify as a weakness for FroZenYo?
A) Yum Yogurt, one of FroZenYo's competitors, was featured in a USA Today article
about the continued popularity of frozen yogurt.
B) Yogurt You, one of FroZenYo's competitors, recently closed two stores due to
decreased sales.
C) FroZenYo's yogurt has fewer calories than Yum Yogurt's or Yogurt You's yogurt.
D) The union representing workers at FroZenYo is negotiating for a pay raise and better
benefits.
E) Recent economic data indicates that people are spending more money on eating out
than they did last year.
________ compiles information about the product, the product category, and other
details of the marketing situation that will impact the development of advertising
strategy.
A) Advertising research
B) Market research
C) Consumer research
D) Strategic research
E) Segmentation research
________ is your view of the relationship between what you gain by trying something
new and what you have to lose if it doesn't work out.
A) Adoption
B) Adaptation
C) Perceived risk
D) Selective exposure
E) Selective distortion
A beer manufacturer offered grocery stores an elaborate display to position near store
entrances. The display included a picnic table, a gas barbeque, coolers to hold beer, and
several lounge chairs. Larger stores even had a jet ski included in the display. For their
efforts, the manager of each participating store could keep the items in the display.
What type of incentive is this?
A) dealer loader
B) bonus
C) buying allowance
D) retailer kit
E) cooperative allowance
Which of the following is NOT a surrogate measure for the sales impact of an
advertising campaign?
A) brand awareness
B) number of purchases made
C) consumer liking of a brand
D) change in brand perception
E) intent to purchase
Which of the following is the term that describes what a group of people thinks?
A) public opinion
B) public relations
C) publicity
D) brainstorm
E) reputation
General Mills is expanding its breakfast cereals to Central and South America. What
should the company consider when setting the budget?
Which of the following is the last step in the direct-marketing process?
A) objectives and strategy
B) the offer
C) customer ordering
D) fulfillment and customer follow-up
E) relationship building
The Atlanta Journal-Constitution received a press release announcing a new Apple
Store opening in the area. Soon after, the newspaper ran an article on the store's grand
opening, with a photo of the long lines of eager customers waiting for the store to open
on its first day. In this scenario, the Atlanta Journal Constitution functioned as a(n)
________.
A) opinion leader
B) advocacy advertiser
C) publicist
D) implied third-party endorser
E) philanthropist
