The degree to which an innovation is perceived to fit into a person’s way of doing
things is termed _____.
a. observability
b. complexity
c. trialability
d. compatibility
e. relative advantage
_____ involves in-depth, one-on-one interviews that typically last between 30 minutes
to more than one hour and attempts to get at the root, or deep, reasons for why
individual consumers buy certain products and brands.
a. Chaining
b. Laddering
c. Dissecting
d. Unraveling
e. Peeling
According to the HEM, consumer behavior is seen as _____.
a. rational
b. highly cognitive
c. emotional
d. systematic
e. reasoned
Nextel and Alltel are two mobile phone service providers with relatively low market
shares. However, Nextel’s share of voice is more than double Alltel’s. What is the
general recommendation for Nextel in this situation?
a. Increase advertising expenditures only slightly to defend position.
b. Find a defensible niche and decrease advertising expenditures.
c. Attack with a large share of voice premium over Alltel.
d. Maintain current advertising spending.
e. Cut all advertising expenditures.
Joan has a strong self-esteem and abundant resources. Friends and colleagues look to
her for new ideas and trends. In terms of the VALSâ„¢ framework, Joan is a(n) _____.
a. Believer
b. Achiever
c. Innovator
d. Maker
e. Shaker
Which of the following is NOT a basic function performed by a full-service advertising
agency?
a. account management
b. creative services
c. product research and development services
d. media services
e. research services
A person within a social network of family, friends, and acquaintances who has
particular influence on other individuals’ attitudes and behavior is referred to as a(n)
_____.
a. opinion leader
b. facilitator
c. mediator
d. information leader
e. mentor
Discuss the fundamentals of search engine advertising (SEA), and describe the two
forms of search engine advertising available to online advertisers.
A color that connotes abundance, health, calmness, and serenity is _____.
a. blue
b. green
c. yellow
d. orange
e. purple
The advertising clearance process involves which groups of people?
a. advertising agency, advertiser, media, and the audience
b. advertiser, FTC, FCC, and FDA
c. advertiser, lawyers, NAD, and possibly the NARB
d. advertiser, lawyers, FTC, and the NAD
e. advertiser, lawyers, advertising agency, and the media
Which of the following statements is FALSE regarding marketing-mix modeling?
a. In order to employ marketing-mix modeling, a relatively long series of longitudinal
data (i.e., for a two-year period) is required.
b. Marketing-mix modeling employs well known statistical techniques (e.g.,
multivariate regression analysis) to estimate the effects that the various marcom
elements have in driving sales volume.
c. Parameter estimates indicate the individual effects the various marcom elements have
on sales.
d. Managers learn from such analysis which elements are outperforming others and can
use this information to shift budgets from program element to element.
e. Once the model is estimated, results can be generalized to other situations.
A major international study conducted in Germany, Japan, the United Kingdom, and the
United States found that price-related promotions have _____ impact on a brand’s
long-term sales or on consumers’ repeat buying loyalty.
a. a large positive
b. a slight positive
c. virtually no
d. a slight negative
e. a large negative
The mere fact of being repeatedly exposed to a message increases the likelihood that
the receiver will judge that message to be true is known as the _____.
a. mere repetition effect
b. mere exposure effect
c. exposure paradox
d. truth effect
e. repeat effect
Magazine media kits provide prospective advertisers with pertinent cost information in
the form of _____.
a. rate kits
b. rate sheets
c. tear sheets
d. media cards
e. rate cards
The motivational level of a salesperson refers to the amount of _____ a person is
willing to expend performing tasks associated with a job.
a. money
b. energy
c. calories
d. relationships
e. favors
Which of the following is NOT a point of comparison between social media and
traditional media choices explained in the text?
a. reach
b. accessibility
c. usability
d. immediacy
e. mobility
A compensation system in which agencies carefully monitor their time and bill clients a
fee based on time commitment is known as a(n) _____.
a. commission-based system
b. input-based system
c. labor-based fee system
d. outcome-based program
e. performance-based system
The objective of marketing communication is to deemphasize brand equity.
Videogames provide an excellent advertising medium for reaching young males.
Event marketing generally incorporates elements from other communication tools.
The ultimate objective of successful marketing communications is to cut costs.
Objectives provide standards against which results can be measured.
Feedback is the stimuli that interfere with, or interrupt the reception, of the message in
its pure and original form.