In social networks of interpersonal relationships, consumers’ interpersonal relations
range along a continuum from very _____ (such as frequent and often intimate
communications between friends) to _____ (such as rare interactions between casual
acquaintances).
a. weak ties; strong ties
b. close associations; distant associations
c. strong ties; weak ties
d. distant associations; close associations
e. inter-personal ties; intra-personal ties
Advertisers can get people to care about their brands by appealing to _____ that are
relevant to the product category in which the advertised brand competes.
a. benefits
b. emotions
c. motivations
d. rational thoughts
e. behaviors
Facebook’s initial public offering (IPO) established its value at as much as _____.
a. $1 billion
b. $500 million
c. $100 million
d. $125 billion
e. Facebook is still privately owned.
Which type of data is relatively difficult or expensive to obtain but is the best predictor
of choice behavior?
a. demographic
b. psychographic
c. behaviorgraphic
d. geodemographic
e. holographic
Harold wants to gain insights into and interpretations of those advertising elements that
influence people’s responses to his company’s advertisements and is planning on
conducting a focus group. Which form of message research does this represent?
a. secondary
b. posttesting
c. pretesting
d. qualitative
e. quantitative
A positioning statement that reflects a brand’s competitive advantage but does not
motivate consumers to action _____.
a. is a winner
b. is a loser
c. promotes competitors
d. is ‘swimming up the river’
e. is adequate
A June advertising campaign for Rolex watches included placements in five magazines
and yielded 400 GRPs. The magazines, their ratings (in parentheses), and the number of
ads that were placed in each magazine during June [in brackets] are as follows.
Newsweek (25) [4]; Southern Living (30) [4]; Sports Illustrated (20) [4]; Golf Digest
(20) [4]; GQ (?) [1]. What is the rating for GQ?
a. 10
b. 20
c. 30
d. 40
e. 50
The cost of network television advertising depends on _____.
a. the time of day when an ad is aired
b. the popularity of the television program in which the ad is placed
c. the time of year
d. royalties for music
e. All of these are correct, except for royalties for music.
Dividing the total cost by the number of GRPs produces the _____.
a. cost-per-thousand
b. cost per rating point
c. net cost
d. gross cost
e. effective cost
In which approach to enhancing brand equity do marcom practitioners attempt to build
advantageous associations through creative, attention getting, and believable messages?
a. speak-for-itself approach
b. message-driven approach
c. leveraging approach
d. shotgun approach
e. cast-a-wide-net approach
In which country has advertising self-regulation flourished?
a. Canada
b. France
c. United States
d. United Kingdom
e. All of these are correct.
_____ are articles of merchandise or services offered by manufacturers to induce action
on the part of the sales force, trade representatives, or consumers.
a. Coupons
b. Rebates
c. Price-offs
d. Premiums
e. Add-ons
Which of the following is a type of out-of-home, or outdoor, advertising?
a. billboards
b. inflatables
c. transit advertising
d. skywriting
e. All of these are correct.
The revenue differential between a branded item and a corresponding private labeled
item is known as _____.
a. market premium
b. price premium
c. revenue premium
d. profit premium
e. equity premium
Which of the following is NOT a strength of radio as an advertising medium?
a. ability to reach segmented audiences
b. ability to reach prospective customers on a personal and intimate level
c. high CPM
d. short lead times
e. ability to transfer images from television advertising
Which of the following is a type of collaboration social site?
a. visual collaboration
b. aggregators
c. livecasting
d. social networking
e. music
Sam works for a full-service advertising agency. His job includes studying the buying
habits of clients’ customers, their purchase preferences, and their responsiveness to
advertising concepts and finished ads. Sam most likely works in _____.
a. account management
b. media services
c. research services
d. the creative department
e. sponsorship management
Which type of couponing allows a manufacturer to deliver a coupon to a consumer that
purchases a competitor’s brand?
a. instantly redeemable coupon
b. shelf-delivered coupon
c. scanner-delivered coupon
d. FSI coupon
e. in-pack coupon
Free-with-purchase premiums are also called _____.
a. self-liquidating offers
b. mail-in offers
c. free-gift-with-purchase premiums
d. bonus packs
e. bonus premiums
Marketers typically refer to children aged 4 through 12 as _____ to distinguish this
cohort from younger or older children.
a. tweens
b. toddlers
c. teenagers
d. kids
e. busters
The proportion of switchers drifting from low to high-quality brands when the latter is
on deal is higher than the proportion moving in the other direction when a low-quality
brand is on deal. This situation describes a switching behavior that is _____.
a. asymmetric
b. symmetric
c. correlated
d. elastic
e. inelastic
Which of the following characteristics are associated with the modern selling practice?
a. trust and mutual agreement
b. long-term relationships
c. customer-centric
d. after-sales service
e. All of these are correct.
Every year, Dana enters the Pillsbury Bake-off. She submits a recipe that uses at least
one Pillsbury baking product to a panel of judges. One hundred participants are invited
to compete further by actually preparing their recipes for judges so that a grand prize
winner can be selected, winning one million dollars. This is an example of which type
of promotion?
a. sweepstake
b. game
c. contest
d. lottery
e. cooperative promotion
Opinion leaders are motivated to engage in communications exchanges with others
because they _____ from sharing their opinions and explaining what they know about
products and services.
a. gain self-worth
b. derive satisfaction
c. gain a feeling of superiority
d. find self-meaning
e. derive a feeling of importance
A brand’s _____ represents the key feature, benefit, or image that it stands for in the
target audience’s collective mind.
a. logo
b. name
c. positioning
d. placement
e. semiotics
Listening is considered the most important skill of salespeople today.
It is solely the advertiser’s job to identify what medium is best for reaching the target
audience.
Describe the fundamentals of a pay-for-performance program. Why could this program
be better for the retail system than the traditional system of trade allowances?
Retailers are usually contractually bound to pass along discounted prices to consumers.
Explain why (or why not) the three-exposure hypothesis is a valid theory.
An objective of trade allowances is to increase consumers’ purchases of the
manufacturer’s brand from retailers.
Meaning is determined solely by the message source’s choice of communication
elements.
Briefly discuss the five dimensions of brand personality.
Google has a keyword advertising program called AdSearch.
The use of marketing communications is not appropriate for organizations delivering
not-for-profit services.