When igniting explosive self-generating demand, the group that will have the greatest
influence over other consumers is known as the _____.
a. vanguard
b. influencers
c. persuaders
d. buzz creators
e. buzz perpetuators
A retailer can exercise its power in a channel by _____.
a. requesting a pay-for-performance agreement from the manufacturer
b. requesting a deslotting agreement from the manufacturer
c. requesting a scanner-verified trade promotion
d. requesting an account-specific marketing program
e. requesting every day low pricing
The EquiTrend survey asks respondents to rate a number of brands in terms of which
two dimensions?
a. quality and personality
b. awareness and image
c. familiarity and quality
d. image and quality
e. image and preference
The term media applies to which marcom tool?
a. advertising
b. public relations
c. promotions
d. personal selling
e. All of these are correct.
Marketing public relations messages should come across as _____.
a. advertisements
b. unbiased reports from journalists
c. special promotions
d. behavior-influencing advertisements
e. journalistic investigations
Which of the following is a reason why it is essential that objectives be established
prior to making implementation decisions regarding message selection, media
determination, and how the various marcom elements should be mixed and maintained?
a. Objectives provide standards against which results can be measured.
b. Objective setting guides the budgeting, message, and media aspects of a brand’s
marcom strategy.
c. Objectives provide a formalized expression of management consensus.
d. a and b only
e. a, b, and c
The Oak Grove High School marching band needed to raise money so that they could
participate in the Rose Bowl parade on New Year’s Day. Band members collected
coupons from friends and family and sold them to a person that paid them 50 cents for
every pound of coupons collected. This person then sent these coupons to a
clearinghouse through a retailer that took a cut of the money that was reimbursed.
Unbeknownst to the students and parents participating in this fundraiser, they were
actually participants in coupon _____.
a. racketeering
b. clipping
c. clearing
d. misredemption
e. scamming
Which of the following is FALSE regarding effective advertising?
a. It must extend from sound marketing strategy.
b. Effective advertising must take the advertiser’s view.
c. Advertising must find a unique way to break through the clutter.
d. Good advertising should never promise more than it can deliver.
e. Good advertising prevents the creative idea from overwhelming the strategy.
A positioning statement that neither reflects a brand’s advantage nor motivates
consumers to action _____.
a. is a winner
b. is a loser
c. promotes competitors
d. is ‘swimming up the river’
e. is ‘swimming up the river without a paddle’
Major package goods companies are experimenting with coupon offers to mobile phone
users. This is an example of _____ couponing.
a. internet
b. web-generated
c. wireless
d. direct technology
e. paperless
Two general forms of ad research are _____.
a. primary and secondary
b. qualitative and quantitative
c. media effectiveness and message effectiveness
d. recall and recognition
e. message research and copytesting
Users of yellow pages have household incomes of approximately ____.
a. $25,000 to $30,000
b. $30,000 to $35,000
c. $35,000 to $40,000
d. $40,000 to $50,000
e. $60,000 or more
Selecting an appropriate cause is a matter of fitting the brand to a cause that is naturally
related to the brand’s _____.
a. attributes
b. benefits
c. image
d. a and c only
e. a, b, and c
When consumers are attracted to stimuli that supply relevant facts and figures, they are
interested in meeting their _____.
a. heuristic needs
b. emotional needs
c. hedonic needs
d. informational needs
e. symbolic needs
A research study involving McDonald’s products discovered a new form of firm-based
brand equity that has been labeled _____ brand equity.
a. name-recognition
b. taste-premium
c. market-share
d. revenue-premium
e. price-premium
When consumers perceive a celebrity endorser to be attractive, they are likely to _____.
a. identify with endorser
b. adopt the endorser’s attitudes
c. adopt the endorser’s behaviors
d. a and b only
e. a, b, and c
The name chosen for a brand does three things’”affects the speed with which consumers
become aware of the brand, influences the brand’s image, and ______.
a. increases sales
b. reduces the impact of competitive offerings
c. plays a major role in brand equity formation
d. increases consumers’ knowledge of the product
e. enhances share-of-voice
Which type of patent is the most frequent type in the United States?
a. utility
b. design
c. plant
d. copyright
e. trademark
Although unverified in a scientific sense, it stands to reason that video advertising is
potentially more entertaining than comparable print advertising and thus more effective
in gaining attention and influencing _____ of an advertising message.
a. measurability
b. transferability
c. memorability
d. predictability
e. durability
Which of the following activities is not part of the selling function but is still a selling
activity?
a. planning the sales presentation
b. making the sales presentation
c. overcoming objections
d. servicing the product
e. closing the sale
Which of the following is an example of “noise”?
a. The letters your company receives from consumers regarding their opinions about
your advertising campaign.
b. Information received from respondents to a market research survey.
c. An advertiser’s uncertainty about what message appeal is most appropriate for a
particular target market.
d. None of these are correct.
e. All of these are correct.
Traditional media still outscores social media on _____.
a. reach
b. usability
c. cost
d. immediacy
e. changeability
The lower the relevance of an issue, the lower the threat intensity that is needed to
activate a response.
The most important characteristic of effective salespeople today is being able to
convince customers with the hard sell.
The most important factor considered by executives in the selection of a celebrity
endorser is celebrity credibility.
Explain the sales-to-advertising response function and why it is rarely used to
determine marcom budgets.
Direct advertising is delivered to individuals’ homes or workplaces typically via postal
mail in the form of print materials or in a digital/electronic form such as DVDs and
CD-ROMs.
Enhancing brand equity is a means of moving customers to favorable action toward the
brand.
The advertising strategy consists of advertising objectives, budget, and message and
media strategies.
Corporate image advertising involves a company taking a position on a controversial
social issue of public importance with the intention of swaying public opinion.