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_____ in television occurs when an independent company, such as Buena Vista
Television Advertising Sales and Sony Pictures Television, markets a TV show to as
many network-affiliated or cable television stations as possible.
a. Unwired network
b. Syndicated programming
c. Independent programming
d. Roadblocking
e. Wired network
The mission of the National Association of Advertising (NAA) is to improve and
strengthen the ad agency business, to advocate advertising, to influence public policy, to
resist advertising-related legislation that it regards as unwise or unfair, and to work with
government regulators to achieve desirable social and civic goals.
The ratio of a specific brand's revenues to the total revenues in the product category is
known as that brand's _____.
a. share of market (SOM)
b. share of sales (SOS)
c. share of voice (SOV)
d. share of state (SOS)
e. share of money (SOM)
Whether sexual content elicits a positive or negative reaction depends on the _____.
a. appropriateness or relevance of the sexual content
b. explicitness of the sexual content
c. number of people portrayed in the sexual content
d. the seductiveness of the sexual content
e. extent of nudity in the sexual content
Current marketing philosophy holds that _____ is absolutely imperative for success.
a. direct marketing
b. e-mail
c. coupons
d. integration
e. assessment
Most product categories average _____ advertising-to-sales ratios.
a. less than 5 percent
b. 10 percent
c. 20 percent
d. 30 percent
e. more than 50 percent
Researchers have found that higher-value coupons signal higher prices to consumers.
This is especially true when consumers are _____.
a. current brand users
b. in difficult economic times
c. price-conscious shoppers
d. shopping for durable goods
e. unfamiliar with a brand
Which is NOT a technological development that has made single-source systems
(SSSs) possible?
a. optical laser scanning of universal product codes
b. electronic funds transfer
c. split-cable technology
d. electronic television meters
e. all of the above technologies have made SSSs possible
Continuity programs are also referred to as _____ programs.
a. spiff
b. point
c. reward
d. planned
e. treated
Which of these is an example of a metaphor?
a. It is as fast as lightning.
b. It is as slow as molasses.
c. Wheaties is the breakfast of everyday champions.
d. Love is like a rose.
e. Hate is like a poison.
Alan is 26 years old. He exhibits high energy levels, which he devotes to physical
fitness and social activities. In terms of the VALSâ„¢ framework, Alan is a(n) _____.
a. Innovator
b. Believer
c. Achiever
d. Striver
e. Experiencer
A certain brand of hand lotion commands 7 percent of the market for this product
category. To increase the brand's market share, a new advertising campaign is
formulated with the following objective: 'Within the next six months, our objective is to
increase the brand's market share from 7 percent to 40 percent.' This objective suffers
from being ____.
a. imprecise
b. nonmeasurable
c. general
d. unrealistic
e. qualitative
_____ represents the quality of being admired or even esteemed due to one's personal
qualities and accomplishments.
a. Expertise
b. Trustworthiness
c. Respect
d. Familiarity
e. Liking
The difference between on-premise business signage and out-of-home advertising, or
off-premise signage is that _____.
a. on-premise signage is done by retailers and out-of-home advertising is done by
manufacturers of brands
b. on-premise signage is done by manufacturers and out-of-home advertising is done by
retailers
c. on-premise signage provides information about goods and services that are available
somewhere else
d. on-premise signage communicates information about products and services in close
proximity to the store
e. on-premise signage is inside and out-of-home advertising is outside
The generic and preemptive creative strategies are _____ strategies.
a. functionally-oriented
b. symbolically-oriented
c. experientially-oriented
d. category-dominance
e. category-oriented
Trade promotions are most effective when _____.
a. they are used during off-peak seasons
b. they generate immediate sales
c. viewed from a long term perspective
d. they maximize the retailer's efforts and cost
e. they are constant throughout the year
The NAD and NARB were established to _____.
a. sustain standards of truth and accuracy in national advertising to adults
b. eliminate federal and state regulation of advertising
c. uphold standards of taste and decency in national advertising to adults
d. punish national advertisers that violate standards of taste and decency in their ads
e. punish national advertisers that encourage children to demand products from their
parents
How are retailers able to impose expensive slotting fees on manufacturers?
a. Retailers face intense competition to acquire distribution rights.
b. They are contractual agreements.
c. The balance of power has shifted away from manufacturers and toward retailers.
d. They are a form of pay-for-performance.
e. The Federal Trade Commission condones the action.
Frequency, loyalty, or ambassador programs and creating brand experiences that make
positive and lasting impressions are ways to _____.
a. speak with one voice
b. create synergy
c. build customer/brand relationships
d. start with the customer/prospect
e. reach consumers who cannot be reached through traditional mass media
Terron is a young professional that always attends the latest movie, frequents the newest
nightclubs, and has the most up-to-date electronic equipment. To which PRIZMNE
cluster would Terron most likely belong?
a. Innovators
b. Bohemian Mix
c. White Picket Fences
d. Upper Crust
e. Big Fish, Small Pond
What are the three basic elements of the FTC's current policy determining whether or
not an ad is deceptive?
a. misleading, reasonable consumer, and material
b. misleading, typical consumer, and injury
c. comparative ad, misleading, and reasonable consumer
d. injury, not avoidable, and material
e. injury, reasonable consumer, and false
Audrey Thomas-Alexander is asked to make a contribution to United Way. She asks the
amount other people are giving and ends up giving that amount. She has used the _____
tool of influence.
a. reciprocation
b. commitment and consistency
c. social proof
d. liking
e. scarcity
One of the fastest growing forms of Internet advertising is _____ including so-called
Webisodes.
a. blogging
b. banner ads
c. video ads
d. spamming
e. superstitials
There is some evidence that a matchup between endorser and audience similarity is
especially important when the product or service in question is one where audience
members are _____ in terms of their taste and attribute preferences.
a. homogeneous
b. heterogeneous
c. indifferent
d. in agreement
e. apathetic
A strength of _____ advertising is its ability to avail itself of the reputations and the
sometimes bigger-than-life persona of local personalities.
a. television
b. newspaper
c. magazine
d. radio
e. outdoor
Personal selling does not need to be person-to-person to be effective.
A preemptive creative style is employed when an advertiser makes a generic-type claim
but does so with an assertion of superiority.
Explain why data mining is an important activity for marketers.
Retailers also design promotions for their present and prospective customers.
A bill-and-hold program invoices the retailer as soon as the retailer places a
forward-bought order but delays shipping the order until desired quantities are
requested by the retailer.
The Playboy group is the smallest subset of all the Generation X categories and is
closest to the Generation X stereotype of being slackers, cynics, and hopeless.
Most marketing communications occur at the brand level.
