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_____ attention requires very little effort on the part of the receiver.
a. Involuntary
b. Voluntary
c. Selective
d. Processing
e. Nonvoluntary
The _____ creative style is employed when an advertiser makes no attempt to
differentiate its brand from competitive offerings nor to claim superiority.
a. preemptive
b. positioning
c. resonance
d. emotional
e. generic
General Mills periodically offers a deal to the trade that permits retailers to deduct 15
percent from the invoice merely by placing an order during the period which General
Mills is 'dealing' a brand. This is an example of which type of trade promotion?
a. bill-back allowance
b. slotting allowance
c. stocking allowance
d. off-invoice allowance
e. deductible allowance
The practice of _____ occurs when a manufacturer restricts a deal to a limited
geographical area.
a. forward buying
b. diverting
c. account-specific marketing
d. slotting
e. spiffing
Social media brands operating as collaboration tools provide which of the following for
users?
a. publishing
b. sharing
c. discussing
d. dialogue
e. All of these are correct.
Salespeople who call on _____ are most likely to spend time servicing accounts by
stocking shelves, setting up POP displays, and handling local advertising.
a. department stores
b. supermarkets
c. hardware stores
d. drycleaners
e. furniture stores
Alan is the advertising director for an electronics company. He wants to advertise in a
medium where detailed product information can be portrayed with a sense of authority.
Alan should use _____ advertising.
a. newspaper
b. billboard
c. magazine
d. radio
e. television
The heuristic in which the individual calls from memory his or her attitude toward
relevant alternatives and picks the alternative for which the affect is most positive is
known as _____.
a. disjunctive
b. lexicographic
c. compensatory
d. conjunctive
e. affect referral
Which of the following terms refers to a method of placing online advertisements on
Web pages that show results from search engine queries?
a. search engine optimization
b. social media optimization
c. social advertising
d. search engine advertising
e. banner advertising
Search engine advertisers using Google bid on keywords using Google's _____
program.
a. AdWords
b. AdSense
c. AdSearch
d. contextual
e. click
The brand image, resonance, and emotional creative strategies are _____ strategies.
a. functionally-oriented
b. symbolically/experientially-oriented
c. category-dominance
d. category-oriented
e. consumer-oriented
A _____ strategy consists of manufacturers directing advertising and promotion at the
consumers.
a. strategic channel
b. forced channel
c. planned
d. push
e. pull
Which of the following is a cost related to couponing?
a. face value
b. distribution and postage charges
c. handling fee
d. redemption cost
e. All of these are correct.
Which term is preferred by most marketing practitioners to refer to the collection of
advertising, sales promotions, public relations, event marketing, and other
communication devices?
a. marketing promotion
b. promotion
c. sales promotion
d. marketing communications
e. integrated marketing communications
An example of embedding would be _____.
a. using attractive models to sell cosmetics
b. using nudity to sell liquor
c. airbrushing a word in a magazine advertisement
d. using sexual themes to sell coffee
e. depicting several people in an advertisement
Fundamental decisions in the brand-level marcom decision process are _____, and
implementation decisions are _____.
a. tactical; strategic
b. strategic; tactical
c. long-term; short-term
d. short-term; long-term
e. practical; conceptual
Carrie works at an advertising agency, and her job is to procure specific vehicles within
particular media that have been selected for the agency's clients. Carrie is a(n) ____.
a. media planner
b. media buyer
c. creative director
d. account executive
e. account planner
When the receiver accepts the endorser's position on an issue as his or her own, _____
has occurred.
a. identification
b. externalization
c. internalization
d. normalization
e. compensation
Consumers' Internet usage continues to grow at the expense of the traditional media.
A TV commercial for a sports car marketed to young people emphasizes pleasure and
freedom as end levels. The advertised car is shown delivering these end levels when the
car is transformed into a magic chariot and its young driver is carried away into a
fantasyland. In terms of the MECCAS model, the magic chariot technique represents
the commercial's _____.
a. driving force
b. leverage point
c. message elements
d. consequences
e. terminal values
The notions of trial and repeat purchase are particularly apt for _____.
a. inexpensive consumer packaged goods
b. high-end luxury goods
c. brand awareness efforts
d. advertising efforts
e. industrial goods
Dropbox can be classified as a _____.
a. social network
b. microblog
c. aggregator
d. document manager
e. livecast
Which of the following is an aspect of the selling behaviors a salesperson may employ
to be effective?
a. conflict
b. relative power
c. relationship quality
d. use of influence techniques
e. availability of alternatives
Price-off promotions are also called price perks.
The SPIN method is used during the approach phase of personal selling.
Advertising has not been demonstrated to influence brand switching.
Given that there is a window of advertising opportunity, advertising's job is to influence
the purchase, and recency planning's job is to place the message in that window.
Humor enhances source credibility.
The Japanese selling style is sometimes referred to as 'dry' implying that it is inflexible
and cut-and-dried.
