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Rugby was initially considered a men's sport, but societal attitudes have changed and
more schools have women's rugby teams. This change in societal attitudes toward
women playing rugby represents increased _____ for this activity.
a. relative advantage
b. trialability
c. compatibility
d. complexity
e. observability
An effective on-premise sign should perform which function?
a. attract new customers
b. brand the retail site in consumers' minds
c. create impulse purchases
d. a and b only
e. a, b, and c
Search engine advertising rests on the concept of _____, which are specific words and
short phrases that describe the nature, attributes, and benefits of a marketer's offering.
a. keywords
b. analogies
c. natural words
d. search words
e. word-find
The Lippincott Company, a manufacturer of canned vegetables, would like to sell the
supermarket chain BuyRight on the idea of stocking a new line of pre-cooked salt-free
vegetables. BuyRight informs Lippincott that in order to justify the cost of adding a
new product line to its shelves, it will have to charge Lippincott $250 for every store in
the BuyRight chain that stocks Lippincott's new product. What is this type of allowance
called?
a. spiffing
b. slotting
c. diverting
d. vendor support allowance
e. off-invoice
A large percentage of the tweets prior to 2009 were categorized by Twitter as _____.
a. news
b. chatter
c. pointless babble
d. meaningful dialogue
e. promoted content
Which of the following is NOT a category of POP materials as classified by industry
officials?
a. permanent displays
b. semipermanent displays
c. temporary displays
d. in-store media
e. on-premise signage
Given a fixed advertising budget, the media planner cannot simultaneously optimize
_____.
a. reach, frequency, and continuity
b. awareness generation and brand image
c. GRP, TRP, and continuity
d. media and message
e. functional, emotional, and humorous appeal
When a person willfully notices a stimulus, _____ has occurred.
a. exposure
b. comprehension
c. voluntary attention
d. nonvoluntary attention
e. persuasion
Managers learn from the analytic aspect of marketing mix modeling which marcom
elements are outperforming others and can then use this statistical information to
_____.
a. shift budgets from program element to element
b. reposition products to better meet the needs of consumers
c. develop new products and services
d. construct more appropriate messages for their target market
e. identify new markets for their products and/or services
Which type of coupons are peelable from the package and are designed to be removed
by the consumer and redeemed at checkout along with a purchase of the couponed
brand?
a. instantly redeemable coupons
b. shelf-delivered coupons
c. scanner-delivered coupons
d. FSI coupons
e. online coupons
Which of the following is a strength of newspaper as an advertising medium?
a. lack of clutter
b. long life
c. ability to reach potential customers on a personal and intimate level
d. consumers are in the right mental frame to process advertisements
e. transfer images from television advertising
Antonio is a practical, self-sufficient consumer who focuses on family, work, and
physical recreation. He is only interested in material possessions that have a practical or
functional purpose. He also likes to fix things, such as his car or things around his
house. In terms of the VALSâ„¢ framework, Ken is a(n) _____.
a. Believer
b. Achiever
c. Striver
d. Maker
e. Survivor
Jose Ortega acts in a way that he would want others to act toward him. He is using the
_____ test.
a. utilitarianism
b. Golden Rule
c. professional ethics
d. TV
e. moral idealism
Which of the following does NOT represent the use of metaphor?
a. Wheaties is the cereal of champions.
b. Chevrolet is the heartbeat of America.
c. Jaguar XJ-S is the stuff of legends.
d. The Citizen Noblia watch is as beautiful as a peacock.
e. Budwiesr is the King of Beers.
Which circumstance is NOT ideal for using sampling to encourage trial usage of a new
or improved brand?
a. The brand is either demonstrably superior to other brands or has distinct relative
advantages.
b. The brand packaging is hard to distinguish from its competition.
c. Promotional budgets can afford to generate consumer trial quickly.
d. The product concept is so innovative that it is difficult to communicate by advertising
alone.
e. All of these are correct.
When the receiver finds something in an endorser that they consider attractive,
persuasion occurs through a process of _____.
a. identification
b. externalization
c. normalization
d. internalization
e. habituation
Which of the following is NOT a communications outcome measure?
a. purchase intentions
b. brand awareness
c. message comprehension
d. attitude toward the brand
e. All of these are measures of communication outcomes.
In the terms of the MECCAS model, an advertisement that proclaims that pleasure and
freedom will result from the purchase of a particular brand is using pleasure and
freedom as _____.
a. driving forces
b. leverage points
c. message elements
d. consequences
e. fulcrums
Larkin Manufacturing wishes to reinforce their brand's image. It would be most
effective for them to use _____.
a. rebates
b. sampling
c. price-off deals
d. continuity programs
e. self-liquidating offers
The M in a company's R-F-M formula stands for motivation.
A limitation of magazine advertising is the long closing dates that require advertising
materials to be on hand for weeks in advance of the actual publication date.
Co-branding occurs when two or more brands enter into a partnership that potentially
serves to enhance both brands' equity and profitability.
According to the MECCAS model, the value orientation represents the product value
level on which the advertising style focuses and can be thought of as the driving force
behind the advertising execution.
Coupons are the premier sales-promotion device for generating trial usage.
Assume that you are working in the marketing department of Keebler. The company is
developing a new cracker. You are convinced that promotion is the best way to launch
this new product. Explain what the term 'promotion' means, discuss how it is different
than advertising, and list the types of promotions appropriate for each of the potential
targets of sales promotion for this type of product.
Promotion refers to any incentive used by a manufacturer to induce the trade and/or
consumers to buy a brand and to encourage the sales force to aggressively sell it.
Consumer-generated content ensures that the overall weight of a brand campaign
includes audience measurement statistics.
Name and briefly describe the four sets of consumer characteristics described in this
chapter that singularly or in combination influence what people consume and how they
respond to marketing communications.
On-premise signs are located on or near retail stores.
