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Listerine mouth wash provided customers with a free 250ml bottle along with the
purchase of a 1.7L bottle. This promotional offer would be categorized as a(n) _____.
a. near-pack premium
b. bonus pack
c. on-pack premium
d. price-off promotion
e. add-on bonus
Suppose a salesperson made the following statement in attempting to sell you stereo
speakers. 'The head of the music department at the University bought these exact
speakers just last week.' What influence tool is the salesperson using?
a. commitment and consistency
b. social proof
c. reciprocation
d. authority
e. liking
Assume a consumer who has just eaten is driving down the road when an advertisement
for the Yellow Submarine sandwich shop catches her attention. Although she is not
hungry or in the mood to think about food, the radio ad has attracted her attention with
a snippet of the music from the Beatles' song 'Yellow Submarine.' This consumer's
attention to the ad for the Yellow Submarine sandwich shop is best described as _____.
a. nonvoluntary attention
b. selective intention
c. involuntary attention
d. relevant attention
e. feedback
Objective setting and budgeting decisions must be _____.
a. short-term
b. long-term
c. short-term and long-term
d. formal and systematic
e. unplanned
Single source systems are advertising research services that measure consumer recall of
advertisements placed in all major media.
From the consumer's perspective, which of the following is NOT an advantage of
shopping by catalog?
a. It saves time because people do not have to find parking spaces and deal with in-store
crowds.
b. Catalog buying appeals to consumers who are fearful of shopping due to concerns
about crime.
c. Catalogs allow people the convenience of making purchase decisions at their leisure
and away from the pressure of a retail store
d. The availability of toll-free 800 numbers and online websites, credit card purchasing,
and liberal return policies make it easy for people to order from catalogs.
e. All of these are advantages.
The premier sales promotion device for generating trial usage is _____.
a. coupons
b. premiums
c. sampling
d. contests
e. price-offs
The emotional creative style would work especially well for _____.
a. food
b. jewelry
c. cosmetics
d. soft drinks
e. All of these are correct.
Making a brand more _____ means enriching the memory trace for a brand such that
the brand comes to mind in relevant choice situations.
a. primary
b. secondary
c. salient
d. important
e. valuable
The number of consumers who actually are exposed to any particular advertising
message carried in a vehicle is _____ the number of people who are exposed to the
vehicle that carries the message.
a. less than
b. more than
c. equal to
d. twice as many as
e. three times
Sam is tasked with employing marketing-mix modeling to determine the effectiveness
of various marcom elements in affecting sales volume. What will Sam need to conduct
this analysis?
a. at least five observations for each element assessed along with the level of sales for
those time periods
b. a relatively long series of longitudinal data, such as two years, indicating the level of
sales during that period along with corresponding marcom expenditures for each
program element
c. at least ten observations for each element assessed along with the level of sales for
those time periods
d. over 1,000 observations for each element assessed along with the level of sales for
those time periods
e. parameter estimates of the individual effects the various marcom elements have on
sales
In order to better remember people's names, Ann associates each name with an animal
that most closely resembles the person's physical appearance. Ann's mnemonic device
makes use of _____.
a. heuristics
b. schemata
c. dual coding
d. imagery
e. knowledge structures
The central and peripheral paths represent endpoints on a continuum of persuasion
strategies and are intended to imply that persuasion is a(n) _____.
a. either-or proposition
b. combination of the two
c. unrelated activity
d. unnecessary activity
e. None of these are correct.
_____ advertising attempts to increase a firm's name recognition, establish goodwill for
the company and its products, or identify itself with some meaningful and socially
acceptable activity.
a. Corporate image
b. Corporate issue
c. Advocacy
d. Public service
e. Institutional
Regulators have been most active in the area of _____.
a. advertising
b. personal selling
c. sales promotion
d. packaging
e. publicity
Advertising on billboards is designed with _____ as the primary objective.
a. sales
b. impulse buying
c. persuasion
d. name recognition
e. purchase intention
All of the following are approaches a salesperson could take to handling objections
except _____.
a. concede to some parts of the objection
b. dispute the objection
c. address the objection later in the presentation
d. use humor to relieve tension about the objection
e. return to the SPIN method
_____ premiums are less expensive because additional packaging is not required.
a. Near-pack
b. Bonus-pack
c. On-pack
d. In-pack
e. Add-on
Sophisticated practitioners realized that demographic information tells only part of the
story about consumers' buying preferences and purchase behaviors, and began
investigating consumers' _____ characteristics as a means of obtaining a richer
understanding of consumer behavior.
a. geographic
b. economic
c. census data
d. psychographic
e. holographic
Experian Simmons specializes in measuring _____.
a. newspaper readership
b. audience sizes of television programs
c. magazine readership
d. audience sizes of radio stations
e. effectiveness of outdoor advertising
A full-service advertising agency _____.
a. necessitates employing an advertising staff and absorbing the overhead required to
maintain the staff's operations
b. is unprofitable unless a company does a large and continuous amount of advertising
c. has the advantage of complete control over the advertising function
d. perform all the basic functions of advertising for a client
e. does not perform other marcom functions, such as sales promotion and publicity
Allison is trying to determine how much to allocate for advertising and how much to
allocate for promotions during the next year. Which implementation decision is Allison
making?
a. mixing elements
b. creating messages
c. selecting media
d. establishing momentum
e. targeting
Individual sounds provide meaning about a brand through a process of sound
transference.
Outdoor GRPs are based on the daily duplicated audience as a percentage of the total
potential market.
Demographics, distribution, and price are the variables that affect the trier class.
Slotting allowances require manufacturers to pay retailers a per-store fee for their
willingness to handle a new stock unit from the manufacturer.
Proactive marketing public relations is dictated by a company's marketing budget.
