The most frequent form of sampling is _____.
a. in-store
b. in-pack
c. door-to-door
d. direct mail
e. on-pack
_____ are located on or near retail stores and are considered the most cost-effective and
efficient form of communication available to retail businesses.
a. Billboards
b. Off-premise signs
c. On-premise signs
d. Point-of-purchase displays
e. Changeable message signs
Message strategies and decisions are most often the joint enterprise of the companies
that advertise and their _____.
a. advertising agencies
b. marketing departments
c. advertising departments
d. promotion departments
e. communication consultants
Regulation of advertising may result in buyers switching to another product or reducing
their level of consumption after regulation is imposed. This is an example of _____
regulation.
a. unfair practices
b. covert marketing practices
c. information regulation in
d. unintended side effects of
e. Federal Trade Commission
TV program ratings in local markets primarily use _____ to collect information
regarding audience viewing habits and the composition of households that view
particular programs.
a. tracking devices
b. radar scans
c. people meters
d. paper diaries
e. program monitors
Price-off promotions are effective when the marketer’s objective is to _____.
a. reward present brand users
b. get consumers to purchase larger quantities of the brand than they normally would
c. establish a repeat purchase pattern after an initial trial
d. provide the sales force with an incentive to obtain retailer support
e. All of these are correct.
The hierarchy-of-effects metaphor implies that for marketing communications to be
successful, the various marcom elements must _____.
a. encourage consumers to discuss the advertisement
b. create brand loyalty for the product
c. advance consumers through a series of psychological stages
d. have the objective of creating brand awareness
e. encourage consumers to purchase the product
Which of the following is FALSE regarding mail-delivered coupons?
a. Mailed coupons achieve the highest household penetration.
b. Direct-mail coupons increase the amount of product purchases.
c. Mail-delivered coupons achieve the highest redemption rate of all mass-delivered
coupon techniques.
d. Mail-delivered coupons represent about 2 percent of all manufacturer-distributed
coupons.
e. Direct-mailed coupons are the least expensive coupon distribution method.
In a sales presentation, Jerry asks the prospect, ‘What software application are you using
to create invoices for your customers’? Jerry is using a _____ question in the SPIN
method.
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
Calvin refuses to eat his spinach. His father asks, ‘Calvin, do you want to grow up to be
big and strong?’ Calvin says, ‘Yes.’ The father says, ‘Popeye eats spinach and he’s
strong, don’t you agree Calvin?’ Calvin again says, ‘Yes.’ The father then says, ‘Then
why don’t you eat your spinach?’ What influence tool is the father using?
a. commitment and consistency
b. social proof
c. reciprocation
d. liking
e. authority
Which is NOT a function performed by advertising?
a. persuading
b. reminding
c. adding value
d. assisting production
e. informing
In evaluating candidate names during the Brand Naming Process, names are evaluated
using criteria such as _____.
a. managers’ subjective judgment of the suitability of the name
b. consumers’ awareness level
c. technological aspects of the product
d. favorability of association conjured up by the name
e. economic conditions that may impact the market
____ are fees manufacturers pay retailers for access to the slot, or location, that the
retailer must make available in its distribution center to accommodate the
manufacturer’s new brand.
a. Bill-back allowances
b. Push money
c. Off-invoice allowances
d. SKU allowances
e. Slotting allowances
Sentiment analysis can be thought of as the contextual polarity of consumer comments
within social media.
A possible negative consequence of diverting is _____.
a. product tampering
b. product quality might suffer
c. the cost of an exit-fee
d. product tampering, and that the quality of the product might suffer.
e. None of these are correct.
Which marcom tool is an especially important instrument of meaning transfer?
a. sales promotion
b. personal selling
c. advertising
d. public relations
e. frequency programs
What recent and dramatic change has occurred with regard to media planning?
a. Advertisers have changed the compensation system for the media planning and
buying functions performed by their full-service advertising agencies.
b. Advertisers are conducting the media planning function in-house rather than using
outside advertising agencies.
c. Advertisers are spending dramatically less on media than previously.
d. Advertisers are ‘unbundling’ media planning from full service agencies and
consolidating this function across multiple brands.
e. Media planning is done completely with computer software to eliminate the
subjective influences that may result in inefficient media plans.
_____ are the general communication methods that carry advertising messages, such as
television, magazines, newspapers, and so on.
a. Media
b. Vehicles
c. Channels
d. Conduits
e. Delivery mechanisms
Which of the following is NOT a strength of newspapers as an advertising medium?
a. mass audience coverage
b. highly selective medium
c. flexibility
d. ability to use detailed copy
e. timeliness
Although not a typical practice in the ad industry when constructing creative briefs, it is
desirable to indicate not only what objectives are to be accomplished but also _____.
a. how analyses will be conducted
b. who will be responsible for various tasks
c. why these objectives are appropriate
d. how achievement of the objectives will be measured
e. what is expected of the client
_____ advertising is delivered to individuals’ homes or workplaces typically via postal
mail in the form of printed materials or in a digital/electronic form.
a. Indirect
b. Mass
c. Personal
d. Direct
e. Focused
Enduring beliefs people hold regarding what is important in life are known as _____.
a. attributes
b. values
c. norms
d. roles
e. consequences
You are asked to donate money to a charity drive conducted by a university sorority.
Not knowing how much to donate, you ask, ‘How much are other students giving?’ The
fund raiser repliers, ‘Anywhere between $3 to $5.’ Which influence tool best
characterizes this situation?
a. commitment and consistency
b. social proof
c. reciprocation
d. liking
e. authority
Which of the following is a major mass advertising medium?
a. newspapers
b. magazines
c. radio
d. television
e. All of these are correct.
A storyboard is footage taken from existing commercials and spliced together to
represent the proposed commercial.
Manufacturers pay slotting allowances to retailers to get the retailer to purchase the
product.
Name and describe the two forms of brand knowledge from a consumer perspective.
Under ‘fair use,’ copyrighted work can be used without permission if someone is
commenting on it, criticizing it, reporting on it, teaching about it, or conducting
research.
Advertising is an efficient form of communication, capable of reaching mass audiences
at a relatively low cost per contact.
Novice managers are more likely than experienced managers to practice IMC.
What is funny in one region of a country will generally be funny in another region.