John is the marcom manager at a major consumer packaged goods manufacturer. He
feels that marcom objectives should be stated in terms of sales or market share gains
and that failure to do so is a cop-out. Which view is John espousing?
a. traditional view
b. common view
c. heretical view
d. revolutionary view
e. controversial view
_____ brand names are those that imply particular attributes or benefits in the context
of a product category.
a. Objective
b. Subjective
c. Implicit
d. Symbolic
e. Suggestive
Marian is uneducated, frustrated with her life, and seeks security and status. Marian
would fit into the Generation X category known as _____.
a. Showers
b. Bystanders
c. Yup & Comers
d. Playboys
e. Drifters
A promotional device that rewards consumers for purchasing the brand by providing
either cents-off savings or free merchandise is known as a _____.
a. sample
b. coupon
c. voucher
d. slip
e. redeemer
Assume that Mia’s Foods spent $200,000 for one television commercial. 15,000,000
people saw the commercial. 10,000,000 were part of their target audience. The
CPM-TM is _____.
a. $13.33
b. $20.00
c. $133.33
d. $200.00
e. $2,000.00
Which value is derived from the need for variety and achieving an exciting life?
a. self-direction
b. hedonism
c. achievement
d. stimulation
e. tradition
Which of the following is true regarding forward buying?
a. Savings from forward buying often are passed on to consumers.
b. Forward buying reduces distribution costs.
c. Manufacturers experience reduced margins.
d. Forward buying occurs when retailers by abnormally large quantities at the deal price
and selling off the excess in other geographical areas.
e. Manufacturers could avoid the forward buying problem by placing brands on national
deal only.
A film or videotape of a sequence of drawings with simultaneous playing of audio to
represent a proposed commercial is a(n) _____.
a. liveamatic
b. photomatic
c. storyboard
d. ripamatic
e. animatic
Which of the following is NOT a change in marketing communication practices?
a. increased reliance on outside suppliers, or specialized services
b. reduced dependence on mass media advertising
c. increased reliance on highly targeted communication methods
d. heightened demands on suppliers
e. increased efforts to assess communications’ return on investment
The traditional view states that advertising objectives should not be stated in terms of
_____.
a. sales or market share gains
b. brand awareness
c. attitude change
d. purchase intentions
e. creating brand loyalty
Assume that a magazine advertisement contains the word “SEX” airbrushed at various
points in the advertisement. This graphic is visible, but cleverly hidden. This is an
application of _____.
a. subliminal seduction
b. embedding
c. sensationalism
d. trick photography
e. Freudian messaging
Consumers consider radio to be the most cluttered of all the media.
A brand lift index of 35 for a specific product category means _____.
a. 35 percent more shoppers purchased these products when advertised with displays
than if there were no displays
b. a brand has a 35 percent higher sales rate than competitors when advertised with
displays than if there were no displays
c. shoppers are 35 percent more likely to make in-store purchase decisions for these
products when advertised with displays than if there were no displays
d. sales of that product category are 35 percent greater when a display is used
e. shoppers become 35 percent more aware of that product category when advertised
with displays than if there were no displays
Brand placement activity is perfectly aligned with one of the five key features of IMC.
Which of the following is that feature?
a. Build relationships rather than engage in flings.
b. The customer represents the starting point for all marketing communications
activities.
c. Multiple messages must speak with a single voice.
d. Don’t lose focus of the ultimate objective: affect behavior.
e. Brand managers and their agencies should be amenable to using various marketing
communication tools.
Trialability is tied closely to the concept of _____.
a. sensation transfer
b. perceived risk
c. memory cues
d. association enhancement
e. sensation transference
The organization that promulgated a code of high ethical standards for advertising in
1924, and updated the code in 1990 is the _____.
a. Federal Trade Commission
b. National Advertising Review Council
c. American Advertising Federation
d. Children’s Advertising Review Unit
e. American Association of Advertising Agencies
Discuss the strengths and weaknesses of billboard advertising and make
recommendations for the types of products and situations in which outdoor advertising
should be used.
The first step of the package design process is to determine communication priorities.
In-store media include displays and signs that are intended for fewer than six months.
Superstitials are short, animated ads that play over or on top of a Web page.
A recent change that has occurred in the advertising industry is the ‘unbundling’ of
media planning from creative services.