From the perspective of the customer or consumer, _____ is the extent to which they
are familiar with the brand and have stored in their memory favorable, strong, and
unique brand associations.
a. brand awareness
b. brand image
c. brand preference
d. brand equity
e. brand effectiveness
Suppose Thread’s Corporation, an apparel manufacturer that specializes in casual
clothing, decides to spend its entire advertising budget in three months’”May, August,
and December. What type of advertising schedule does Thread’s use?
a. continuous
b. trade-off
c. pulsing
d. flighting
e. concentrated
_____ is a measure of how responsive the quantity demanded is to changes in
marketing variables such as price and advertising.
a. Profitability
b. Elasticity
c. Production
d. Disinvesting
e. Connectivity
_____ are in good health, relatively wealthy, and are socially active.
a. Healthy Hermits
b. Ailing Outgoers
c. Frail Recluses
d. Healthy Indulgers
e. Happy Campers
Gallup & Robinson provides recall testing of advertisements placed in televised media.
The percentage of a target audience that is exposed, at least once, during a specified
time frame to the vehicles in which an advertising message is inserted represents _____.
a. scope
b. spread
c. reach
d. frequency
e. gross rating points
What is the frequency of a media schedule in which 20 percent are reached one time, 40
percent are reached two times, 20 percent are reached three times, and 10 percent four
times?
a. 1
b. 2
c. 2.2
d. 3
e. 3.3
The case for investing in advertising is based on the belief that it can increase
profitability and thus increase revenue beyond the incremental advertising expense by
_____.
a. increasing sales volume
b. enabling higher selling prices
c. reducing promotion costs
d. a and b only
e. a, b, and c
Which of the following terms is used to mean any message medium capable of reaching
target customers and presenting the brand in a favorable light?
a. touch point
b. contact
c. intersection
d. touch point and contact
e. touch point, contact, and intersection
An advertiser who is interested in advertising in a specific magazine would want to
obtain a(n) _____ to learn about the demographic and lifestyle profiles of the readers.
a. media kit
b. profile sheet
c. advertising listing
d. structure statement
e. influence report
The extent to which an innovation can be used on a limited basis prior to making a
full-blown commitment is referred to as _____.
a. relative advantage
b. compatibility
c. complexity
d. observability
e. trialability
The last step of the package-design process is to _____.
a. register a trademark
b. conduct a product category analysis
c. determine communication priorities
d. perform a competitive analysis
e. identify salient brand attributes/benefits
Which personality dimension has General Motors attempted to create for its repair
services through its hypothetical ‘Mr. Goodwrench,’ who represents the name and ‘face’
of the trained technicians who work in thousands of GM dealerships?
a. sincerity
b. excitement
c. competence
d. sophistication
e. ruggedness
Which of the following is a factor accounting for the shift from consumer advertising to
promotion?
a. manufacturers have more power over retailers
b. increased brand parity and price sensitivity
c. increased brand loyalty
d. increased effectiveness of mass media
e. long-term corporate orientation
Joan Kaufman is a senior manager of a large conglomerate. She decides how much
money is allocated to each subunit. This is an example of _____ budgeting.
a. top-down
b. bottom-up
c. bottom-up/top-down
d. top-down/bottom-up
e. hierarchy
Delicious is a _____ tool.
a. recipe
b. social networking
c. social bookmarking
d. social navigation
e. advocacy
The major forms of billboard advertising are painted bulletins and kiosks.
In recent years, the balance of power has been shifting from the retailer to the
manufacturer.
Brand equity from the customer’s perspective consists of two forms of brand-related
knowledge: brand awareness and brand image.
List the nine PACT principles.
Counterarguments occur when a receiver agrees with a message argument.
Marketers can enhance consumers’ motivation to process brand information by using
celebrities in the advertising.
The effects of promoting higher- and lower-quality brands are symmetric.