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Every time McDonald's comes out with their Monopoly game, Nakita loves to
participate. Even though she knows her chances of winning a million dollars are slim,
she still finds it entertaining and fun. Which type of reward is Nakita receiving by
participating in this sales promotion activity?
a. hedonistic
b. utilitarian
c. emotional
d. rational
e. monetary
The Federal Trade Commission states that _____.
a. there is a limit of six price-off label promotions per year per brand size
b. there must be a hiatus period of at least 60 days between price-off label promotions
on any given brand size
c. price-off labels may only be used on brands already in distribution with established
retail prices
d. no more than 30 percent of a brand's volume over a 12-month period may be
generated from price-off label promotions
e. the retailer must provide display materials to announce the price-off label offer
Which of the following is an Internet advertising format?
a. web sites
b. search engine advertising
c. superstitials
d. e-mail advertising
e. All of these are correct.
There is evidence to indicate that galvanic skin response is a valid indicator of _____.
a. the amount of warmth generated by an advertisement
b. a consumer's behavior generated by an advertisement
c. a consumer's purchase intention generated by an advertisement
d. the number of thoughts consumers generate after exposure to an advertisement
e. the number and types of thoughts consumers generate after exposure to an
advertisement
What is the most frequently used measure to assess sponsorship effectiveness?
a. Awareness of the event
b. Sales following the event
c. Number of samples/coupons distributed
d. Headcount of how many people attended an event
e. The number of hits to the brand's website following the event
A TV set-top box that requires consumers to punch a button to record their television
viewing is known as a _____.
a. program monitor
b. people meter
c. scanner
d. tracking device
e. diary
A good brand name should _____.
a. distinguish the brand from competitive offerings
b. describe the brand and its attribute benefits
c. achieve compatibility with a brand's desired image
d. be memorable and easy to pronounce
e. All of these are correct.
The process of translating thought into a symbolic form is known as _____.
a. encoding
b. feedback
c. noise
d. decoding
e. the message channel
Sponsorship involves two main activities: (1) an exchange between a sponsor [such as a
brand] and a sponsee [such as a sporting event] whereby the latter receives a fee and the
former obtains the right to associate itself with the activity sponsored, and (2) _____.
a. involvement of all members of the sponsoring firm
b. development of an event
c. association with a worthy cause
d. creation of an advertising campaign
e. marketing of the association by the sponsor
Now mobile phones are common audio-visual devices for receiving information,
entertainment, and advertisements and are being dubbed as the _____.
a. hot spot
b. first screen
c. second screen
d. third screen
e. next wave
The text organizes social media tools using all of the following categories except
_____.
a. collaboration tools
b. communication modes
c. entertainment options
d. branded options
e. All of these are correct.
_____ is based on the idea that it is easier for people to remember and retrieve tangible
rather than abstract information.
a. Concretizing
b. Novelty
c. Effectiveness
d. Simplicity
e. Appropriateness
In Pavlov's experiment, the meat powder was the _____.
a. conditioned stimulus
b. preconditioned stimulus
c. conditioned response
d. preconditioned response
e. None of these are correct.
When a new brand fails to generate the promised sales volume, some retailers charge
_____ to offset warehousing costs.
a. setup fees
b. service fees
c. exit fees
d. slotting allowances
e. commissions
All of the following are types of intellectual property except _____.
a. patents
b. playbills
c. copyrights
d. trademarks
e. None of these are correct.
Influencing people to purchase a specific brand is creating _____ demand.
a. elastic
b. inelastic
c. joint
d. secondary
e. primary
The act of portraying more than one typical-person in an advertisement increases the
likelihood of _____.
a. generating higher levels of message involvement
b. generating greater message-related thoughts
c. favorably influencing attitudes
d. a and b only
e. a, b, and c
Marketers can enhance the consumers' ability to access knowledge structures by _____.
a. using loud music
b. using colorful ads
c. employing verbal framing
d. repeating brand information
e. increasing curiosity about the brand
It has been estimated that the average American consumer participates in excess of 120
WOM conversations over the course of a typical week, with conversations focusing
most often on _____.
a. food, beverages and dining
b. media and entertainment
c. sports and hobbies
d. shopping and retail
e. All of these are correct.
Gross rating points are calculated by _____.
a. reach minus frequency
b. reach plus frequency
c. reach times frequency
d. reach divided by frequency
e. reach squared
Albright Carpet Cleaners has the attractive position of holding a high market share, and
its competitor is nonaggressive and has a relatively low share of voice. What should
Albright do to retain its present large market share?
a. Increase advertising considerably to defend position.
b. Find a defensible niche and decrease advertising expenditures.
c. Attack with a large share of voice premium over its competitor.
d. Maintain a modest advertising spending premium over its competitor.
e. Cut all advertising expenditures.
What factors have turned marketers to the widespread use of direct mail advertising?
Pulsing and flighting advertising schedules are similar in that they both involve similar
levels of advertising expenditures throughout the year.
Logos with abstract designs were found to produce more favorable consumer responses
than those with more concrete, natural designs.
Brand names are sometimes selected based on the empty-vessel philosophy.
Promotional games are capable of creating excitement, stimulating brand interest, and
reinforcing brand loyalty.
A creative brief is a document designed to channel copywriters' and other creatives'
efforts toward a solution that will serve the interests of the client.
The difference between advertising and public relations is that, for advertising, media
exposure is paid for by the advertiser, and for public relations it is not.
A weight test means that an identical commercial is transmitted to two groups of
households, but the number of gross rating points (GRPs) is varied between the groups
during the course of the test period.
Out-of-home (OOH) advertising is regarded as a supplementary, rather than a primary,
advertising medium.
