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_____ is a necessary but insufficient condition for advertising creativity.
a. Humor
b. Imagery
c. Synergy
d. Novelty
e. Symbolism
Which of the following is a source by which brand meaning can be leveraged?
a. other brands
b. places
c. things
d. people
e. All of these are correct.
At the beginning of July, retailers put up special back-to-school displays that combine
most of the items needed on school supply lists. At the end of September, these displays
are removed and replaced by displays for Halloween items. Which type of POP display
are the back-to-school displays?
a. permanent displays
b. semipermanent displays
c. temporary displays
d. in-store media
e. on-premise signage
What is the greatest obstacle to implementing integrated marketing communications?
a. There is a lack of interest in IMC by top management.
b. The cost for implementing an IMC program is difficult to justify.
c. Little can be gained by coordinating the various marketing communications elements.
d. Few providers of marketing communication services have the far-ranging skills to
plan and execute programs that cut across all major forms of marketing
communications.
e. Measuring the return on investment is nearly impossible.
The second stage of perceptual encoding is called _____.
a. feature analysis
b. active synthesis
c. comprehension
d. perception
e. heuristics
An object is a _____ when the object and referent have no prior intrinsic relationship
but are rather arbitrarily or metaphorically related.
a. sign
b. symbol
c. point
d. space
e. trademark
Cybill Shepherd was a spokesperson for the 'Beef is Good Food' advertising campaign
until a reputable magazine published an interview with Shepherd in which she admitted
never eating red meat. From the Beef Board's perspective, Shepherd's magazine
interview was _____.
a. reactive PR
b. a conspiracy rumor
c. negative publicity
d. a contamination rumor
e. positive publicity
Brand names have been described as _____ that activate images in target audiences'
collective minds.
a. cerebral switches
b. silent salespersons
c. consumer cues
d. fact facilitators
e. sensation transferers
_____ refers to the presentation of stimuli at a rate or level that is below the conscious
threshold of awareness.
a. Subconscious
b. Embedded
c. Subliminal
d. Subsurface
e. Accelerated
Which type of question used during the sales presentation phase asks about the value of
a proposed solution to challenges the prospect is having?
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
Salespeople can sometimes accomplish the closing phase of personal selling by simply
_____ the prospect.
a. following
b. asking
c. tricking
d. reminding
e. complimenting
When an information source, such as an endorser, is perceived as credible, audience
attitudes are changed through a psychological process called _____.
a. TEARS
b. externalization
c. internalization
d. identification
e. affect referral
An advertisement that is designed to presell a company's products and provide
salespeople with valuable introductions performs the advertising function of _____.
a. informing
b. persuading
c. adding value
d. reminding
e. assisting other company efforts
The _____ method relies upon asking four specific types of questions during the sales
presentation.
a. bird-dog method
b. SPIN method
c. objective-and-task method
d. affordability method
e. percentage-of-sales method
What is necessary to create favorable, strong, and unique associations about a brand?
a. heavy mass media advertising
b. co-branding
c. sustained marketing communications
d. ingredient-branding
e. brand preference
_____ is an organizational activity involved with fostering goodwill between a
company and its various publics.
a. Advertising
b. Promotion
c. Public relations
d. Personal selling
e. Marketing
Reciprocation can happen with individual consumers, but not in business-to-business
marketing interactions.
Discuss the useful services POP materials provide for all participants in the marketing
process: manufacturers, retailers, and consumers.
Most of the major U.S. ad agencies are located in Los Angeles.
Brand associations can be conceptualized in terms of type, favorability, strength, and
uniqueness.
The Golden Rule test states that you should take actions that would be viewed as proper
by an objective panel of your professional colleagues.
Functionally-oriented advertising appeals to consumers' needs for tangible, physical,
concrete benefits.
Discuss why the use of humor in an advertisement might NOT be effective?
There is little need to target consumers using any of the non-behavioral bases for
targeting if behaviorgraphic details are available.
The biggest issue facing marketers that track consumer online behavior is privacy.
A major strength of billboard advertising is its broad reach and high frequency levels.
