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When a person is attracted to a stimulus and continues to pay attention because it holds
his or her interest, _____ has occurred.
a. exposure
b. comprehension
c. voluntary attention
d. nonvoluntary attention
e. persuasion
One issue with marketers sending advertising messages to cell phones is that _____.
a. interference may cause noise in the communication process
b. recipients may immediately delete the item and hold negative feelings toward the
advertiser
c. clutter is already a problem with this form of marketing communication
d. this form of marketing communication results in wasted coverage
e. the target audience for this form of marketing communication is too small to be cost
effective
Direct, yellow-pages, and video-game advertising can perform an invaluable role when
used _____.
a. with sales promotion
b. with greater frequency than traditional media
c. as the main tools in a marcom program
d. in a supplementary capacity in an IMC program
e. only with younger target markets
Which of the following is an advantage of brand placements in movies, TV programs,
and elsewhere?
a. more intrusive than advertisements
b. less likely to be summarily rejected as just another persuasive attempt
c. lack of clutter
d. complete control over placements
e. measurability
Advertising expenditures as a percentage of total marketing communications
expenditures are approximately _____ percent.
a. less than 25
b. 25
c. 35
d. 45
e. 55
Which of the following is a major form of couponing activity?
a. point-of-purchase coupons
b. mail- and media-delivered coupons
c. in- and on-pack coupons
d. online coupons
e. All of these are correct.
Pineway Grocery Stores receive a fee from a soft drink manufacturer for setting up a
special display. Pineway receives a(n) _____ from the manufacturer.
a. exit fee
b. slotting allowance
c. spiff
d. off-invoice allowance
e. bill-back allowance
In which method does a company set a brand's advertising budget by simply
establishing the budget as a fixed percentage of past or anticipated sales volume?
a. revenue-based method
b. percentage-of-sales method
c. affordability method
d. competitive parity method
e. objective-and-task method
Comparative advertising _____.
a. is less effective than non-comparative ads in enhancing brand name recall
b. is perceived as somewhat more believable than non-comparative advertising
c. generates more purchases than noncomparative ads
d. generates less favorable attitudes toward the sponsoring brand
e. All of these are correct.
One option for an organization wishing to advertise is to recruit the services of a variety
of firms with particular specialties in distinct aspects of advertising. These firms are
called _____.
a. specialty firms
b. boutiques
c. cafeteria agencies
d. full-service agencies
e. buffet agencies
Well over half of expenditures spent on event sponsorship goes toward sponsoring
_____.
a. sporting events
b. cultural events
c. social events
d. non-profit organizations
e. children's activities
The mental activity in response to a message such as an advertisement is known as
_____.
a. motivation
b. opportunity
c. elaboration
d. ability
e. perception
Which of the following is NOT a budgeting method?
a. top-down budgeting (TD)
b. bottom-up budgeting (BU)
c. top-down/bottom-up/top-down process (TDBUTD)
d. bottom-up/top-down process (BUTD)
e. top-down/bottom-up process (TDBU)
Duke's mayonnaise, a regional brand, just recently began distributing scanner-delivered
coupons. Which of the following is true regarding this delivery mode in this instance?
a. A consumer would get a Duke's mayonnaise coupon from a shelf location.
b. Any consumer who purchased Duke's mayonnaise would automatically receive a
coupon for that brand at the checkout counter that is to be used at a later date.
c. A consumer who purchased Kraft's Mayonnaise, a competitive brand, would
automatically receive a coupon for Duke's mayonnaise at the checkout counter that can
be used on a future purchase of Duke's mayonnaise.
d. The redemption rate for coupons distributed this way would be about the same as that
for media-delivered coupons.
e. A consumer who purchased Duke's mayonnaise would automatically receive a
coupon for that brand at the checkout counter that can be used on that purchase at that
time.
When Apple introduced their iPhone to the market, there were not enough available for
everyone who wanted to purchase one. This is an example of _____ to generate
excitement and set the WOM network into action.
a. using a celebrity icon
b. designing the product to be unique
c. selecting and seeding the vanguard
d. rationing supply
e. nurturing the grass roots
Which of the following is NOT one of the guides for environmental claims promulgated
by the Federal Trade Commission?
a. Qualifications and disclosures should be sufficiently clear and prominent to prevent
deception.
b. Claims should not be targeted to children.
c. Claims should make clear whether they apply to the product, the package, or a
component of either.
d. Claims should not overstate an environmental attribute or benefit, either expressly or
by implication.
e. Comparative claims should be presented in a manner that makes the basis for the
comparison sufficiently clear to avoid consumer deception.
Which of the following statements reflects the effective attitude component?
a. Oranges are high in vitamin C.
b. I like oranges.
c. Oranges are expensive.
d. Oranges grow in Florida.
e. I often buy oranges.
Which of the following is a step in calculating the ROI for a sampling investment?
a. define the objectives
b. review the category
c. calculate the profit per unit
d. calculate the price elasticity
e. calculate the volume necessary to breakeven
The three-exposure hypothesis addresses the _____ number of exposures needed for
advertising to be effective.
a. minimum
b. maximum
c. optimum
d. constrained
e. marginal
Pay-for-performance is a form of trade allowance that rewards retailers for _____.
a. buying increased quantities of the manufacturer's brands
b. selling increased quantities of the manufacturer's brands to shoppers
c. giving the manufacturer's brands preferred shelf locations
d. featuring the manufacturer's brands in the retailer's advertisements
e. All of these are correct.
Laddering is a marketing research technique that has been developed to identify links
between _____.
a. attributes, consumers, and values
b. attitudes, consumers, and values
c. attributes, consequences, and variables
d. attributes, consequences, and values
e. attitudes, consequences, and values
Which of the following is a benefit provided to retailers by POP material?
a. attracting the consumer's attention
b. increasing consumers' interest in shopping
c. extending the amount of time consumers spend in the store
d. perform a merchandising function in aiding retailers in using available space to the
best advantage
e. All of these are correct.
The toy inside of a McDonald's happy meal is an example of a(n) _____.
a. add-on promotion
b. self-liquidating offer
c. in-pack premium
d. hedonic premium
e. bonus pack
The typical activity envisioned when thinking of personal selling is entertaining
prospective clients.
Purchasing managers appreciate reliability in a salesperson above all else.
Pay-for-performance programs reward the retailer for buying the brand at an off-invoice
price.
The National Advertising Bureau has made great strides toward facilitating the purchase
of radio time by national advertisers.
Feedback affords the source a way of monitoring how accurately the intended message
is being received and whether it is accomplishing its intended objective(s).
Self-liquidating offers usually require that the consumer mail in a stipulated number of
proofs-of-purchase, along with sufficient money to cover the manufacturer's
purchasing, handling, and mailing costs of the premium item.
