All of the following factors affect the effectiveness of selling behaviors except _____.
a. salesperson’s resources
b. type of buying task
c. customer-salesperson relationship
d. use of the SPIN method
e. interactions among the factors
Advertising of prescription drugs that is directed toward consumers is known as _____.
a. direct marketing
b. direct-to-consumer advertising
c. direct-response advertising
d. balanced-perspective advertising
e. missionary advertising
Which of the following is a way a blog can be used for advertising?
a. Brand marketers can assess blogs for research
b. Brand marketers can develop their own blogs
c. Brand marketers can get ideas from competing blogs
d. Blogs cannot be used for advertising
e. Only video blogs can be used for advertising
The target of sales promotion can be _____.
a. retailers, consumers, and the sales force
b. retailers, manufacturers, and the sales force
c. retailers, consumers, and manufacturers
d. wholesalers, retailers, and manufacturers
e. competitors, retailers, and consumers
Suppose that CatGenie learns that one of its competitors, NoMoreLitter, is about to
introduce a new product. CatGenie quickly develops a special price-off deal to prevent
the competitor from stealing market share. The objective of this deal is to _____
consumers and thereby _____ the sales of the competitor’s new product.
a. push; neutralize
b. entice; neutralize
c. load; preempt
d. persuade; dissuade
e. overwhelm; neutralize
The _____ method tests television commercials in consumers’ homes.
a. Next*TV
b. TiVo
c. Behavioral
d. Sensory
e. Visual
Managers must be circumspect in choosing premium items that are compatible with the
_____ and appropriate for the _____.
a. retail image; shelf space available
b. firm’s product line; retail outlet
c. brand’s image; target market
d. competitive premiums; firm’s image
e. economic conditions; cultural norms
Which of the following is a function direct mail can accomplish?
a. build traffic at a specific retailer or website
b. generate leads for a sales force
c. communicate with individuals in a relatively private manner
d. sell products and services to new customers
e. All of these are correct.
Assume that the total advertising expenditures for shoe manufacturers is $828 million
and Nike spends $207 million. Nike’s _____ would be 25 percent.
a. share of market
b. share of objectives
c. share of voice
d. share of goals
e. share of stage
Walmart has been criticized as being discriminatory in its employment practices toward
women and minorities. Walmart has developed a concerted public relations effort to
counter this criticism. This public relations effort is an example of _____ marketing
public relations.
a. proactive
b. reactive
c. offensive
d. accommodation
e. tactical
Assume that Coppertone invests heavily in trade allowances to encourage retailers to
stock and promote QT, its skincare product designed for a quick suntanned look without
the dangers of sunbathing. What type of strategy is Coppertone using?
a. specialty advertising
b. trade pull
c. pull
d. push
e. stocking
Which of the following are legitimate costs of doing business for a large, multistore
supermarket chain that takes on a new brand?
a. Make space for that new brand in its distribution center.
b. Create a new entry in its computerized inventory system.
c. Possibly redesign store shelves.
d. Notify individual stores about the new SKU.
e. All of these are correct.
Research shows that advertising _____, whether real or perceived, reduces advertising
effectiveness.
a. spending
b. duration
c. intensity
d. clutter
e. humor
A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an
invention for a period of 20 years.
a. copyright
b. playbill
c. patent
d. agreement
e. trademark
Capo’s is a local restaurant that has just started to advertise. Seventy percent of their
target audience was exposed one or more times to their advertisements during an
established time frame. Seventy (70) is the _____ for Capo’s.
a. scope
b. spread
c. reach
d. frequency
e. gross rating point
A variable that does NOT influence the repeater class would be _____.
a. product satisfaction
b. free samples
c. distribution
d. price
e. advertising
In which creative style does an advertiser make a superiority claim based on a unique
product attribute that represents a meaningful, distinctive consumer benefit?
a. unique selling proposition
b. brand image
c. resonance
d. emotional
e. generic
_____ are ads that appear between two content Web pages.
a. Cookies
b. Banner ads
c. Pop-ups
d. Interstitials
e. Superstitials
Airbrushing a word on a picture in a magazine advertisement is an example of using
embedding.
Most sophisticated companies are willing to place their bets on advertising’s ability to
boost revenues and thus enhance profits from the revenue-increase side rather than from
the expense-reduction side.
Source attractiveness consists of three interrelated components: similarity, friendliness,
and liking.
Usage expansion advertising consists of teaching new uses for existing brands.
A moving display brings a brand’s name to active memory.
Discuss the reasons accounting for the difficulty in measuring marcom effectiveness.
Marketers can enhance consumers’ opportunity to encode information by repeating the
ad on multiple occasions.