When Josh was seventeen, he killed a family of four in a drunk driving accident. As
part of his community service, Josh goes around to high schools telling other teens
about the terrible thing he did in an attempt to prevent them from doing the same thing.
Based on this information, why do you think Josh is considered an attractive source for
this type of message?
a. He is perceived as similar to the audience he is trying to influence.
b. He has earned a high level of respect due to his accomplishments.
c. He is physically attractive.
d. He is an inexpensive endorser for this cause.
e. He has a high Q-score.
The specific broadcast programs or print choices in which advertisements are placed are
referred to as _____.
a. media
b. vehicles
c. channels
d. conduits
e. delivery mechanisms
In quantifying the Adoption-Influencing Characteristics, two factors are rated. These are
_____.
a. relative advantage and trialability
b. perceived value and risk
c. importance and evaluation
d. risk and reward
e. costs and benefits
_____ is based on the premise that a firm that misleads consumers should have to use
future advertisements to rectify the deceptive impressions it has created in consumers’
minds.
a. Rectification advertising
b. Unfairness removal
c. Anti-deception advertising
d. Regulated advertising
e. Corrective advertising
The use of _____ would be suggested for manufacturers who wish to generate
consumer trial but delay the reward.
a. phone cards
b. scanner-delivered coupons
c. self-liquidating premiums
d. price-offs
e. rebates
Which of the following is a criticism of the means-end approach and the method of
laddering?
a. The laddering method ‘forces’ interviewees to identify hierarchies among attributes,
consequences, and values that may actually not have existed before the interview and
absent the interviewer’s directive probes.
b. Consumers may possess clear-cut linkages between attributes and consequences but
not necessarily between consequences and values.
c. The ultimate hierarchy constructed through laddering is a crude aggregation of the
ACV chains from multiple individuals into a single chain that represents the
input into a MECCAS model.
d. None of these are correct.
e. All of these are correct.
Advertising adds value to brands by _____.
a. influencing perceptions
b. innovating the offering
c. improving the quality of the offering
d. creating primary demand
e. creating secondary demand
Julie is on a tight budget and usually purchases store brands of products. However, she
purchased a higher quality national brand of shampoo with a coupon that reduced the
price enough for her to be able to purchase it. Which type of reward did Julie obtain
from using the coupon?
a. delayed
b. informational
c. utilitarian
d. hedonic
e. rational
Facebook earns its revenue primarily from _____.
a. advertising
b. membership fees
c. corporate profile fees
d. selling member data
e. It doesn’t earn revenue yet.
The perceptual process of interpreting stimuli is called _____.
a. perceptual overloading
b. perceptual encoding
c. perceptual decoding
d. cognitive dissonance
e. habituation
Which of the following is NOT a step of the brand naming process?
a. register trademark
b. specify objectives for the brand name
c. evaluate candidate names
d. determine communication priorities
e. create candidate brand names
Using self-report measurement, a researcher uses cartoon-like characters to represent
different emotions and emotional states, and asks respondents to select the cartoon
character depicting the emotional state that best reflects their emotional reaction to an
advertisement. This is an example of _____ self-reports.
a. verbal
b. projective
c. audio
d. visual
e. psychological
Which of the following types of information can be gleaned from social media sites?
a. consumer feedback
b. product ideas
c. promotion modifications
d. pricing information
e. All of these are correct.
Point-of-purchase displays accomplish which of the following for manufacturers?
a. extend the amount of time spent in the store
b. deliver useful information and simplify the shopping process
c. reinforce the brand image
d. increasing the consumer’s interest in shopping
e. All of these are correct.
Mobile phones are being called _____ because they are so common.
a. brand in the hand
b. third screen
c. replacement technology
d. minibooks
e. smartphones
A(n) _____ represents the linkages among brand attributes, the consequences obtained
from using the brand, and the personal values that the consequences reinforce.
a. means-end chain
b. ladder
c. mecca
d. interconnect
e. value connect
With which of the following characteristics can a Japanese selling style can be
described?
a. dry
b. damp
c. wet
d. coarse
e. logical
Scanning agents perform which of the following functions?
a. Paying the retailer.
b. Verifying the amount of product movement that meets the manufacturer’s
promotional requirements and warrants compensation.
c. Collecting scanner data from retailers.
d. Collecting funds from the manufacturer along with a commission for services
rendered.
e. All of these are correct.
The unique selling proposition style is a _____ advertising strategy.
a. functionally-oriented
b. symbolically-oriented
c. experientially-oriented
d. category-dominance
e. category-oriented
____ is NOT an asset of an up-to-date database.
a. Directing advertising to the best prospects for the company’s products or services
b. Offering varied messages to different groups of customers
c. Enhancing advertising productivity
d. Calculating the lifetime value of a customer or prospect
e. Calculating the lifetime value of a product
Which of the following is the primary task of trade salespeople?
a. to collect past-due accounts
b. to manage high technology products in the fields of engineering and medicine
c. to sell for their direct customers
d. to provide promotional assistance which can result in increased sales volume
e. to provide telemarketing support
Radian6 drives traffic to brand websites and encourages online video to go viral.
In general, products that lend themselves to trialability are adopted at a more rapid rate.
The major source of coupon misredemption is large-scale professional misredeemers.
The CPM metric is a simple way to measure an Internet ad’s effectiveness.
List and describe the four general recommendations given to marcom practitioners for
making appropriate environmental claims.
Proofs of purchase cannot be required as a condition for entry in a contest or
sweepstake.
Complexity enhances the likeability of a logo.
Social media campaigns are often lead by the objective of enhancing public relations.
Phishing occurs when a competitor or other party clicks on a sponsored link repeatedly
in order to foul up advertising effectiveness.
The most common advertising agency compensation method today is a labor-based fee
system.