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1) Which of the following is true of saliency of beliefs?
A.It provides insight into ways markets can stimulate consumer attitudes.
B.It helps consumers diagnose the underlying basis of marketers€attitudes.
C.It tends to vary across different consumption situations.
D.It does not vary among different market segments.
E.It generally stays stagnant over time.
2) Which of the following is true of allocation of the promotional budget when a brand
enters the growth stage?
A.In this stage, promotional dollars will be used only for bait-and-switch marketing.
B.In this stage, promotional dollars will be used only for rebate advertising.
C.In this stage, price-offs and bonus packs must be used intermittently to induce
product trial.
D.In this stage, promotional dollars must be used primarily for advertising to stress
brand differences.
E.In this stage, advertising is primarily a reminder to keep consumers aware of the
brand.
3) Which of the following statements is true of online behavioral advertising (OBA)?
A.OBA permits only those advertisements that provide detailed information about an
advertiser's products and services.
B.Companies engaged in OBA are monitored by the Federal Trade Commission (FTC).
C.OBA is based on the seven Self-Regulatory Principles for Electronic Retailing.
D.OBA uses information collected across multiple unaffiliated websites to predict a
user's preferences.
E.OBA is regulated by the Electronic Retailing Self-Regulation Program (ERSP).
4) In some industries, personal selling accounts for most of the promotional budget.
This is true because:
A.it has a wider reach than the mass media.
B.it is not as expensive as other forms of communication.
C.the average cost per sales call has decreased since 1980.
D.the cost per sales call is lesser than the cost per message through other media.
E.one sales call is not likely to be enough to close a deal.
5) Techniques such as message communication studies and portfolio tests are studies
conducted during the _____ stage of the creative process.
A.illumination
B.incubation
C.preparation
D.digestion
E.verification
6) The first section of the Magnuson-Moss Act of 1975:
A.defined commercial speech.
B.provided guidelines for the review and evaluation of all child-directed advertising.
C.defined the requirements for advertising substantiation.
D.was concerned with the misrepresentation of premiums when used in sales
promotions.
E.dealt with consumers' rights regarding product warranties.
7) Which of the following situations offers an advertiser the least attractive marketing
opportunity?
A.High brand development index (BDI) and high category development index (CDI)
B.High brand development index (BDI) and low category development index (CDI)
C.Low brand development index (BDI) and high category development index (CDI)
D.Low brand development index (BDI) and low category development index (CDI)
E.High survey of buying power index and high brand development index (BDI)
8) Which of the following best defines brand equity?
A.It is a process of varying the width of the product range with the company to modify
the return on investment of the company.
B.It is a process which calculates the percentage of loyal, impulsive, need-based
customers, and wandering customers for a particular product.
C.It is an intangible asset of added value or goodwill that results from the favorable
image and/or the strength of consumer attachment to a company name.
D.It is the process of taking help from commercial market research agents to conduct a
thorough market research before entering a market with unique products.
E.It is combination of using print, guerilla, broadcast, and outdoor advertising to
promote a company's products.
9) Which of the following is considered to be an advantage of newspapers as an
advertising medium?
A.They offer several valuable specialized services to advertisers.
B.They offer better reproductive quality than magazines.
C.They generally have a long life span.
D.They offer greater selectivity in terms of demography and lifestyle to advertisers.
E.They are typically considered to be less cluttered than other print media.
10) A number of groups and major corporations such as Marketing EDGE and the
Direct Marketing Association provide information regarding innovations,
state-of-the-art research, and other items of interest to _____.
A.suppliers
B.financial groups
C.educators
D.civic organizations
E.the media
11) According to an integrated marketing communications planning model, which of
the following activities is best associated with the developing integrated marketing
communications program step?
A.Examining overall marketing plan and objectives
B.Internal analysis
C.Analyzing receiver's response processes
D.Determining advertising budget
E.External analysis
